The Economist: “… artificial intelligence is transforming the way that people navigate the web. As users pose their queries to chatbots rather than conventional search engines, they are given answers, rather than links to follow. The result is that “content” publishers, from news providers and online forums to reference sites such as Wikipedia, are seeing alarming drops in their traffic.
As AI changes how people browse, it is altering the economic bargain at the heart of the internet. Human traffic has long been monetised using online advertising; now that traffic is drying up. Content producers are urgently trying to find new ways to make AI companies pay them for information. If they cannot, the open web may evolve into something very different.
Since the launch of ChatGPT in late 2022, people have embraced a new way to seek information online. OpenAI, maker of ChatGPT, says that around 800m people use the chatbot. It is the most popular download on the iPhone app store. Apple said that conventional searches in its Safari web browser had fallen for the first time in April, as people posed their questions to AI instead. OpenAI is soon expected to launch a browser of its own. Its rise is so dramatic that a Hollywood adaptation is in the works.
As OpenAI and other upstarts have soared, Google, which has about 90% of the conventional search market in America, has added AI features to its own search engine in a bid to keep up. Last year it began preceding some search results with AI-generated “overviews”, which have since become ubiquitous. In May it launched “AI mode”, a chatbot-like version of its search engine. The company promises that, with AI, users can “let Google do the Googling for you”.
Yet as Google does the Googling, humans no longer visit the websites from which the information is gleaned. Similarweb, which measures traffic to more than 100m web domains, estimates that worldwide search traffic (by humans) fell by about 15% in the year to June. Although some categories, such as hobbyists’ sites, are doing fine, others have been hit hard (see chart). Many of the most affected are just the kind that might have commonly answered search queries. Science and education sites have lost 10% of their visitors. Reference sites have lost 15%. Health sites have lost 31%…(More)”.
