What They Did
CNET was an iconic tech news and reviews website, once commanding over 150 million monthly visits. For decades, it was a trusted source for technology reviews, news, and buying guides.
How LLMs Killed Them
CNET got hit twice. First, its owner Red Ventures pivoted the site to AI-generated articles which were found to contain factual errors, causing a massive reputational backlash. Then, AI search features and chatbots siphoned traffic directly from the site as users stopped visiting for tech answers.
Timeline
- Late 2022 / Early 2023: CNET began publishing AI-generated articles, which were found to contain errors. Major backlash ensued.
- March 2023: ~12 employees laid off (10% of editorial staff). Editor-in-chief moved to "AI content strategy" role.
- 2024-2025: Traffic dropped 70% from peak of 150M to ~50M monthly visits.
By the Numbers
- Traffic dropped 70% from peak
- From 150M to ~50M monthly visits
- 10% of editorial staff laid off
- Transformed into what critics call an "AI-powered SEO money machine"