Concerns about the future of the World Wide Web have emerged as generative artificial intelligence (AI) continues to advance. With fewer people visiting traditional websites, the current advertisement-based model faces significant challenges. This situation calls into question the sustainability of today’s web economy. Notably, this isn’t the first time technological advancements have sparked debate about the economic structures of online activity.
Previously, the introduction of social media and mobile apps led to declining traffic for traditional websites, sparking discussions about new revenue models. The rise of ad blockers further complicated monetization efforts for publishers relying on advertisements. As AI now presents a similar disruption, experts are evaluating its broader implications on web-based businesses.
Why is the Ad-based Model Under Threat?
Sir Tim Berners-Lee, the inventor of the Web, discussed the implications of AI, particularly large language models (LLMs), on the Web’s economy at the FT Future of AI Summit. He pointed out that AI’s ability to generate summaries from internet content without tapping into source websites could undermine the ad-based strategy.
“If the LLM is reading it and the human is not reading it, then we have a problem with the business,”
Berners-Lee noted.
What Are Alternative Models?
Revamping how the internet generates revenue is an option Berners-Lee considers, as many users express dissatisfaction with intrusive ads.
“Ads that are overly personalized can especially drive people crazy and make them feel like they’re being surveilled,”
he commented. Consumer preferences lean towards direct services and subscriptions, possibly pointing to new models in the online marketplace.
Despite these challenges, Berners-Lee does not dismiss AI’s value. He co-founded Inrupt, which focuses on AI while giving users control over their data. His concerns center around qualitative impacts, as people might rely solely on AI outputs without fact-checking, hitting traffic on platforms like Wikipedia. The online encyclopedia has reported an 8 percent drop in its human visitors due to AI-derived information.
A decrease in web traffic might hinder new information creation, which LLMs need for training. As AI systems develop, they might generate new content themselves. Berners-Lee speculated that society might evolve to a point where AI performs both reader and author roles.
Open discussions about AI’s role mark this era, with stakeholders from tech sectors and content creators highlighting the need for a balanced approach. The objective remains to navigate shifts without compromising web integrity or user experience.
Awareness and adaptation are crucial as AI technology develops and reshapes existing business models. Enhanced collaboration among web creators, businesses, and AI developers will likely emerge as a key strategy in forming sustainable economic models that adapt to technological advancements and user preferences.
