The Web’s Big Shakeup: AI Is Changing Everything
In late 2022, OpenAI launched ChatGPT, and everything changed. Since then, artificial intelligence (AI) has quickly become the go-to source for information online. Instead of heading to search engines like Google, people are now asking chatbots direct questions and getting instant, clear answers. This shift is not just about convenience—it's a deep disruption to how the web works and how it makes money.
Why AI Is Disrupting the Web
The internet, as we know it, is built on a simple deal. Users get free access to information. In return, websites show ads and collect data to make money. Search engines like Google help users find this content, driving traffic to millions of sites. But AI is breaking that deal.
When people ask AI tools like ChatGPT, Claude, or Google’s AI Overviews for answers, they don’t always need to visit the original websites. AI gives them the answer upfront—no need to click. That means websites get less traffic. Less traffic means less ad revenue. And that’s a problem for everyone who creates content online.
Google’s AI Push: Helping or Hurting?
In 2024, Google rolled out AI-generated summaries called "AI Overviews." They show up right at the top of search results. Google says users can now “let Google do the Googling.” But when Google shows answers directly, fewer people click on the links below.
This may be convenient for users, but it’s bad news for the websites that depend on traffic to survive. A study by SparkToro found that some publishers saw double-digit drops in traffic after these changes. The new model may help Google keep users on its platform longer—but it squeezes the publishers who make the content AI tools rely on.
Content Creators Are Feeling the Pain
Many websites—especially news sites, blogs, and educational platforms—depend on search traffic. That’s how they earn money from ads, subscriptions, or affiliate links. When AI gives away answers for free, it cuts them out of the picture.
Small creators and independent journalists are hit the hardest. They don’t have the deep pockets of big tech companies. If their traffic drops, they may have to shut down. That means fewer voices, less diversity, and a weaker internet overall.
The Need for a New Web Business Model
The current model of “free content in exchange for ads” may not survive the AI wave. So what’s the solution? The internet needs a new business model—one that supports creators in the age of AI.
Here are a few ideas:
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Licensing Deals
AI companies like OpenAI and Google could pay publishers to use their content in AI answers. Some deals like this already exist. For example, OpenAI has signed agreements with news outlets such as The Atlantic and Financial Times. But more transparency and fairness are needed. -
Micropayments
Imagine paying a few cents to read an article, without signing up for a subscription. Platforms like Coil and Brave have tested this idea. If it catches on, it could give creators a new way to earn money—even if fewer people visit their sites. -
AI-Optimized Content Hubs
Some creators may build platforms designed specifically for AI partnerships. These hubs could offer verified, up-to-date data that AI tools can license and link to. This could be a win-win: AI gets better data, and creators get paid. -
Direct Support from Readers
Platforms like Patreon and Substack show that users will support creators directly—if the content is good and the relationship is personal. AI might make casual browsing easier, but deep readers still value original voices and insight.
Why This Matters for Everyone
If content creators can’t make a living, the quality of information online will drop. We could end up with a web full of low-quality spam, SEO junk, and AI-generated nonsense. That’s bad for users, bad for democracy, and bad for innovation.
AI is powerful—but it still depends on real human knowledge. If we don’t support the people who make that knowledge, the whole system could break down.
What You Can Do
As a user, you have power. Here’s how you can help keep the web healthy:
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Visit websites directly, instead of only using AI tools.
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Subscribe to news outlets or creators you trust.
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Support ad-free, reader-funded platforms.
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Share original content and credit the source.
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Push for ethical AI practices and fair licensing.
The future of the web depends on a balance between technology and creators. AI can enhance how we find and use information—but it shouldn’t replace or exploit the humans who create it.
Conclusion
AI is not going away. But as we embrace it, we must also protect what makes the internet valuable: its content, its creators, and its open access. The old business model is cracking. It’s time to build a new one—one that works in the age of AI web disruption.