One if the most alarming things I’ve read and heard about since I started mentioning Chat GPT and the use of predictive AI tools is that the model for profitability of content creators is going to have to change. With Google and Bing both embedding AI enhanced ‘answers’ as part of their search results, this is going to have a dramatic impact on website visits, (click-throughs and advertising views), content creators count on.
Here is a link to a very long but interesting essay by Alberto Romero on the subject: Google vs Microsoft: Microsoft’s New Bing Is a Paradigm Change for Search and the Browser
This is an excerpt from the section titled, ‘With great power comes great responsibility’,
“Giving value back to creators
One of the core business aspects of search is the reciprocal relationship between the owners of websites (content creators and publishers) and the owners of the search engines (e.g. Google and Microsoft). The relationship is based on what Nadella refers to as “fair use.” Website owners provide search engines with content and the engines give back in form of traffic (or maybe revenue, etc.). Also, search engine owners run ads to extract some profit from the service while keeping it free for the user (a business model that Google popularized and on top of which it amassed a fortune).”
and a little further down,
“…Sridhar Ramaswamy, ex-Google SVP and founder of Neva (a direct competitor of Bing and Google Search), says that “as search engines become answer engines, referral traffic will drop! It’s happened before: Google featured snippets caused this on 10-20% of queries in the past.”
So, getting a response from your search query already has a historical track record of reducing referral traffic and now search is going to get significantly better at answering questions without needing to click through to a website.
What is human (as opposed to Artificial Intelligence) created content going to look like in the future when search answers your questions that would normally require you to visit a website? What happens to creator and publisher profitability when search engines become answer engines?
