From search engines to AI agents: Interface control and the restructuring of communication power

Paper by Juan Ortiz-Freuler and Manuel Castells: “Control over digital interfaces has become a significant aspect of geopolitical struggles. This article advances an analytical framework illuminating how global communication power manifests across three key interfaces: search engines, social media, and AI agents. We articulate the evolution of these interfaces from corporate innovation to an aspect of contested transnational control, and conceptualize how corporate multinationals like Google, Facebook, TikTok, and DeepSeek leverage interface design to consolidate authority while state interventions challenge their market control. Governments seek to instrumentalize or challenge corporate interfaces to advance national goals, while firms strategically align with or resist state agendas to secure market access. The framework articulates how these forces reconfigure relations between information, people, and machines, with implications for the internet’s next phase…(More)”.