Internal Memo Reveals 21% Job Cuts at Business Insider

Business Insider has confirmed through an internal memo that it will be laying off 21% of its staff. The decision comes as the media outlet faces declining search traffic and rapid shifts in news consumption driven by generative AI tools like ChatGPT. 

The memo outlines how changing audience behaviour and technological disruption have significantly impacted the platform’s operations, forcing a rethink of strategy and structure.

Adapting to AI and Volatile Web Traffic

According to the leadership, although the revenue per website visit has doubled in the last 2 years, around 70% of the company's business still depends on unpredictable online traffic. The internal memo stressed the need to prepare for sudden traffic drops by adjusting the workforce accordingly. The company aims to remain agile and resilient in this evolving digital landscape, and the job cuts are part of that plan.

Shifting Content Strategy and Embracing AI

The outlet is now focusing on creating content that promotes higher reader engagement. As part of this shift, Business Insider will exit most of its commerce business, which was heavily reliant on search-based revenue. Instead, efforts will be redirected toward areas with more direct reader interest.

Artificial intelligence is playing a major role in this transition. The company shared that over 70% of employees are already using Enterprise ChatGPT, with expectations to reach full adoption soon. New AI-driven tools — from improved onsite search to an AI-powered paywall — are being rolled out to better serve readers and support the editorial team.

New Ventures and Future Vision

To strengthen its engagement with readers, Business Insider is launching BI Live, a platform designed to showcase journalism and foster direct connections with its audience. The events business is already seeing early demand, with plans to expand this initiative further in the coming months.

The outlet’s editorial direction is also evolving under new leadership. There’s been a noticeable increase in original reporting, and audience interaction has grown significantly in recent months.

Conclusion

The decision to lay off staff reflects the challenges facing digital media today — from shifting reader preferences to the rise of AI. As Business Insider restructures and realigns its goals, it hopes to build a more sustainable, reader-focused future, while navigating the broader industry transformation.

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