From censorship rise to dollar dive, AI kicking 2A sites off a cliff
Originally created to automate tasks, analyze data, and improve efficiency and accuracy in various applications, an adverse effect of artificial intelligence (AI) is silenced voices within the firearms industry. Firearm news sites and gun blogs have reported a decline in readership traffic due to several factors, one being search platforms using AI to divert traffic from independent websites.
AmmoLand previously reported, “Artificial intelligence search ‘snippets’ are blocking clicks to independent media. Search engines lift our reporting word for word, answer questions directly on their platforms, and leave fewer reasons for readers to visit the source. For pro-Second Amendment outlets already fenced in by Big Tech’s ‘harmful content’ labels and age restrictions, this is a direct assault on our reach and revenue.”
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It’s not like Second Amendment websites and gun blogs had it easy to begin with. With posts and pages being actively targeted on social media platforms and public Wi-Fi networks blocking their websites, it’s more difficult than ever for independent blogs to reach audiences.
Big Tech effect
Stephen Gutowski, founder and editor of The Reload, reported exclusively to NSSF that his site’s search traffic is down approximately 25% year over year, citing a correlation with the way Google has cannibalized search traffic with AI.
“There may be other factors at play, but I believe the effort to scan and reproduce reporting presents an existential threat to all media outlets,” Gutowski said. “Even those like The Reload that rely on subscriptions over ads to drive revenue.”
“Firearms media have always faced an uphill battle regarding visibility online,” Jacki Billings, editor-in-chief of Pew Pew Tactical, told NSSF. “Recent algorithm shifts prioritizing AI-generated search snippets present a new challenge for our industry. Like others in the firearms space, we’re concerned about the impact.”
“Algorithm shifts and platform policies don’t just affect publishers; they hurt readers as well,” Billings said. “When AI summaries replace clicks, the flow of information narrows and leaves people with less to work with when making decisions or learning about important issues. In short, when tech platforms limit access to information, readers pay the price.”
Industry factors
Another factor affecting gun news blogs is reduced ad revenue as the firearms industry continues to scale back its collective advertising budgets due to slowing sales.
Smith & Wesson Brands Inc. ended its full fiscal year April 30, 2025, reporting a decrease in net sales.
In a statement posted on the S&W website, president and chief executive officer Mark Smith said, “Fourth quarter proved more difficult than we anticipated largely due to macroeconomic and industry trends. Looking at the overall firearms market, we continue to see consumers generally being cautious due to macroeconomic factors pressuring discretionary spending. While new products and lower price point offerings are still performing well, overall conditions suggest headwinds will likely persist in the near term.”
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Sturm, Ruger & Co. has also seen sales soften. In a statement on the Ruger website, president and CEO Todd Seyfert said, “We know the market remains dynamic, and we expect to see continued challenges and potential consolidation across the industry throughout the remainder of this year. Yet our realignment and our acquisition strengthen Ruger’s ability to respond, adapt and grow for the long term. We remain committed to our guiding principles: delivering rugged, reliable and innovative products, operating with financial discipline and creating long-term value for our shareholders.”
Softening and declining sales equals reduced ad budgets for firearms industry marketing teams, forcing them to drop smaller to mid-level gun blogs, which frequently feature voices customers identify with.
Why are these websites important?
Mainstream media outlets — even independent and conservative-leaning media — don’t always get the whole story right when it comes to firearms. Firearm laws and the regulations surrounding the lawful commerce in arms are extremely complicated. Keeping up with the changes, especially after the years of punishing regulations by the Biden administration, is difficult.
Independent voices on these platforms provide unfiltered insight, expertise, and depth of knowledge devoid of pundits’ bloviations and unspoiled by corporate censorship. Most of these writers are deeply rooted in their communities, frequenting many federal firearms licensees in their area and state, providing real-time feedback on how gun laws are affecting the retailers and gun owners they speak to.
That makes these news sources extremely important — not only to firearms enthusiasts but also to the media in general.
Finding stable ground
For most Second Amendment and firearm news sites, finding new ways to share content freely and reach new audiences has been an ongoing challenge. However, with AI search summarizing content without driving clicks, social platforms imposing biased restrictions on firearm content, and industry ad revenue shrinking, the independent gun media have been forced to rethink reach and revenue.
While some websites have felt a reprieve on alternative social media sites like Rumble, Gab, and Substack, with independent readers already migrating to such decentralized platforms, they are still missing out on reaching new readers and a more diverse audience.
And sadly, it doesn’t look like that will be changing anytime soon.
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