If AI Kills the Open Web, What’s Next?

The web is shifting from human-readable pages to machine-mediated experiences with AI impacting the future of the open web. What comes next may be less open—but potentially more useful.

TL;DR — What You Need To Know

• AI is reshaping web navigation: Google’s AI Overviews and similar tools provide direct answers, reducing the need to visit individual websites.
• Agentic AI is on the rise: Autonomous AI agents are beginning to perform tasks like browsing, shopping, and content creation on behalf of users.
• Monetisation models are evolving: Traditional ad-based revenue is declining, with microtransactions and stablecoins emerging as alternative monetisation methods.
• The open web faces challenges: The shift towards AI-driven interactions threatens the traditional open web model, raising concerns about content diversity and accessibility.

The Rise of Agentic AI

The traditional web, characterised by human users navigating through hyperlinks and search results, is undergoing a transformation. AI-driven tools like Google’s AI Overviews now provide synthesised answers directly on the search page, reducing the need for users to click through to individual websites.

This shift is further amplified by the emergence of agentic AI—autonomous agents capable of performing tasks such as browsing, shopping, and content creation without direct human intervention. For instance, Opera’s new AI browser, Opera Neon, can automate internet tasks using contextual awareness and AI agents.

These developments suggest a future where AI agents act as intermediaries between users and the web, fundamentally altering how information is accessed and consumed.

Monetisation in the AI Era

The traditional ad-based revenue model that supported much of the open web is under threat. As AI tools provide direct answers, traffic to individual websites declines, impacting advertising revenues.

In response, new monetisation strategies are emerging. Microtransactions facilitated by stablecoins offer a way for users to pay small amounts for content or services, enabling creators to earn revenue directly from consumers. Platforms like AiTube are integrating blockchain-based payments, allowing creators to receive earnings through stablecoins across multiple protocols.

This model not only provides a potential revenue stream for content creators but also aligns with the agentic web’s emphasis on seamless, automated interactions.

The Future of the Open Web

The open web, once a bastion of free and diverse information, is facing significant challenges. The rise of AI-driven tools and platforms threatens to centralise information access, potentially reducing the diversity of content and perspectives available to users.

However, efforts are underway to preserve the open web’s principles. Initiatives like Microsoft’s NLWeb aim to create open standards that allow AI agents to access and interact with web content in a way that maintains openness and interoperability.

The future of the web may depend on balancing the efficiency and convenience of AI-driven tools with the need to maintain a diverse and accessible information ecosystem.

What Do YOU Think?

As AI impacts the future of the open web, we must consider how to preserve the values of openness, diversity, and accessibility. How can we ensure that the web remains a space for all voices, even as AI agents become the primary means of navigation and interaction?

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