7:59 am - February 21, 2026
BI is increasing its reliance on AI and will focus on events amid falling traffic.
Business Insider is laying off around 21% of its staff as part of a major restructuring aimed at addressing sharp declines in web traffic and the growing impact of generative AI. The move, outlined in a memo from CEO Barbara Peng, comes just weeks after the publisher made headlines over its use of AI and union fears over the monitoring of employees.
Peng told staff that while revenue per web visit has doubled over the past two years, 70% of Business Insider’s business remains heavily reliant on traffic volumes – a structural vulnerability exposed by recent shifts in search and referral patterns. “We must be structured to endure extreme traffic drops outside of our control, so we’re reducing our overall company to a size where we can absorb that volatility,” she said
The company will also accelerate its use of artificial intelligence. Many staff already use Enterprise ChatGPT and other tools to boost productivity and improve engagement. Business Insider is among a wave of publishers grappling with how to respond to the changing role of news in an AI-driven environment, with The Washington Post and Associated Press also announcing job cuts in recent weeks.
The publication will pull back from most of its commerce content, an area hit by declining returns, and is betting instead on live events. A new initiative, BI Live, has already attracted early interest and is part of a broader pivot towards high-engagement formats and more monetisable audiences.
Outside the newsroom, adoption of generative AI continues to surge. A recent report cited by Business Insider found that while 76% of companies tried generative AI tools in the past year, only 9% had moved beyond experimentation to embed them in their workflows – underscoring the scale of the disruption still to come.
While the layoffs are a stark indicator of the pressure facing newsrooms, the company insists its focus is not only on cuts but on repositioning for growth in a fundamentally changed landscape.
Source: Noah Wire Services
- https://gvwire.com/2025/05/29/business-insider-cuts-21-of-workforce-memo-shows/ – Please view link – unable to able to access data
- https://www.reuters.com/technology/business-insider-cuts-21-workforce-memo-shows-2025-05-29/ – Business Insider is laying off approximately 21% of its workforce due to declining web traffic and increasing reliance on generative AI tools like ChatGPT for news consumption. In a company memo, CEO Barbara Peng explained that while the company now earns twice as much revenue per site visit compared to two years ago, 70% of its business remains vulnerable to changes in web traffic. To remain sustainable amid uncontrollable traffic drops, the company is downsizing to stabilize operations. Business Insider is also accelerating its use of AI, with many employees using Enterprise ChatGPT and other AI tools to improve efficiency and enhance reader experience. Additionally, the company is shifting its content strategy to focus on high-engagement topics and is largely exiting its commerce business. A new venture, BI Live, an events-based business, is being launched due to rising demand. These changes mirror broader industry trends, as seen with recent layoffs at The Washington Post and the Associated Press as media companies adapt to digital transformations and cost pressures.
- https://www.cnn.com/2024/01/25/media/business-insider-layoffs/index.html – Business Insider announced an 8% reduction in its staff, becoming the latest news organisation to undergo layoffs amid industry challenges. CEO Barbara Peng stated that the company needed to refocus its priorities and efforts towards the future, leading to scaling back in certain areas. Affected employees will receive a minimum of 13 weeks of pay and medical insurance. This move aligns with a broader trend of media companies facing financial pressures and restructuring operations.
- https://www.businessinsider.com/how-companies-are-using-ai-generative-ai-daily-tasks-automation-2024-1 – A report by Business Insider highlights how various companies are integrating AI into their daily operations. For instance, LinkedIn’s COO Dan Shapero discussed the platform’s efforts to incorporate AI across multiple capabilities, including AI-assisted job descriptions and personalized writing suggestions for users. Similarly, SAP’s CTO Juergen Mueller emphasised the importance of widespread AI adoption within organisations, stating that everyone needs to learn and understand it to fully leverage its potential. These examples illustrate the growing trend of AI integration in business processes to enhance efficiency and value creation.
- https://www.businessinsider.com/what-the-ai-revolution-means-for-business-2024-5 – An article by Business Insider explores the implications of the AI revolution for businesses. It notes that while many companies are considering how AI could affect their operations, actual deployment remains low. A survey found that 76% of companies had experimented with generative AI in 2023, but only 9% had adopted the technology widely. The article also discusses the potential for AI to automate non-essential tasks and the importance of using AI to create value rather than merely cutting costs.
- https://www.businessinsider.com/ai-boom-share-profits-workers-productivity-wages-2023-5 – Business Insider discusses the potential impact of the AI boom on the workforce, highlighting that AI could make jobs easier and create new ones. The article references studies suggesting that technology-driven creation of new positions has driven a significant portion of job growth over the last 80 years. It also notes that while AI may not replace many jobs, it could complement existing roles, potentially leading to higher wages for workers.
- https://www.businessinsider.com/layoffs-sweeping-us-these-are-companies-making-cuts-2024 – An article by Business Insider provides an overview of recent layoffs across various companies in the US. It mentions that Chegg is cutting 21% of its staff amid competition from AI search platforms like ChatGPT. The article also notes that companies such as Boeing, Meta, and Google have implemented layoffs as part of broader efforts to streamline operations and adapt to changing market conditions.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative is fresh, with the earliest known publication date being May 29, 2025. The report is based on an internal memo from CEO Barbara Peng, which typically warrants a high freshness score. However, similar reports about Business Insider’s workforce reductions have appeared in the past, such as an 8% reduction announced on January 25, 2024. ([bloomberg.com](https://www.bloomberg.com/news/articles/2024-01-25/business-insider-cuts-8-of-staff-amid-restructuring?utm_source=openai)) This suggests that while the current report is recent, the topic has been previously covered.
Quotes check
Score:
9
Notes:
The direct quotes from CEO Barbara Peng in the narrative match those found in the Reuters report published on May 29, 2025. ([reuters.com](https://www.reuters.com/technology/business-insider-cuts-21-workforce-memo-shows-2025-05-29/?utm_source=openai)) This indicates that the quotes are accurately attributed and not reused from earlier sources.
Source reliability
Score:
10
Notes:
The narrative originates from a reputable organisation, Reuters, which enhances its credibility. The report is based on an internal memo from CEO Barbara Peng, providing direct insight into the company’s restructuring plans.
Plausability check
Score:
9
Notes:
The claims made in the narrative are plausible and align with known industry trends, such as media companies restructuring due to declining web traffic and the rise of generative AI tools. The report is consistent with previous reports about Business Insider’s workforce reductions, indicating that the current narrative is credible.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, with direct quotes from a reputable source, and aligns with known industry trends, indicating a high level of credibility.
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