Why an AI 'Death Spiral' Threatens the Internet
For decades, publishers depended on search engines to send readers to their websites, where helped fund the creation of online content. But the rise of
For decades, publishers depended on search engines to send readers to their websites, where helped fund the creation of online content. But the rise of AI-powered search is changing that model. Researchers like Rand Fishkin say “zero-click” searches are increasingly keeping users inside platforms rather than sending them to publishers, while Rutgers professor Caitlin Petre warns that falling traffic could threaten the long-term economics of journalism and content creation.
Yet some large publishers are adapting. People Inc. CEO Neil Vogel says his company has offset declining search traffic through brand diversification, social media distribution, licensing agreements, and paid partnerships with AI companies. The broader question is whether the internet can continue producing the content AI depends on if fewer creators are paid for their work.
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