Despite the U.S. Department of Justice insistence that Alphabet’s Google search business is a monopoly in need of remediation, lots of observers might note that technological disruption is likely going to happen, in any case, rendering all the potential activity moot.
According to Cloudflare co-founder and CEO Matthew Prince, “AI is going to fundamentally change the business model of the web,” which “for the last fifteen years has been search.”
“One way or another, search drives everything that happens online,” he said. “Today, 75 percent of the queries that get put into Google get answered without you leaving Google, get answered on that page.”
For example, Google's AI Overview has, by one estimate, led to a 60-percent decrease in organic search traffic for publishers, with possibly $2 billion in foregone ad revenue.
And that obviously disrupts the advertising monetization model underpinning content on the web, which has featured Google search sending traffic to third-party content sites. But AI changes all that by providing a direct answer without sending the user someplace else.
Since most digital advertising models depend on high volumes of visitors to generate impressions and clicks, less traffic means fewer ad views, lower click-through rates, and ultimately, diminished income.
“The consequence of that means that original content creators that are creating that content, if they were deriving value through selling subscriptions or putting up ads, or just the ego of knowing that someone is reading your stuff, that’s gone, right?” he adds.
A decade ago, scrapped pages led to traffic about once for every two pages indexed, he said. Today, the ratio might be more like six to one.
For users on OpenAI the ratio is more like 250 to one, he argued. At Anthropic the ratio is perhaps 6,000 to one.
“And if content creators can’t derive value from what they’re doing, then they’re not going to create original content,” he added. All of which suggests some new business model has to be created.
The other point is that the search business model that supposedly drives Google’s monopoly arguably is going to be disrupted, in any case.