How Google Is Destroying The Internet
Science & Technology
Introduction
For the longest time, the internet has served as an economic center for trade, predominantly relying on the symbiotic relationship between content and advertisement. However, over the past few years, this dynamic has shifted, leading us closer than ever to experiencing the end of the internet as we know it.
The Internet's Supply and Demand Model
To understand how the worldwide web is currently at risk, we must first examine what makes the internet function. Just like any other marketplace, the internet operates on a supply and demand basis. For instance, if you have a headache and you Google your symptoms, you will likely click on an article that explains potential reasons for your symptoms while scrolling past less relevant results. This action creates demand, while the websites fulfill the supply.
However, supply comes at a cost. Websites generate revenue primarily through advertisements, and their ability to monetize content heavily depends on user demand. If the content is not engaging and relevant, they risk losing potential profits.
The same monetization principle applies to video content, particularly on platforms like YouTube. Creators produce videos that attract viewers, and the platform uses an algorithm to recommend content. If the thumbnail and title appeal to users, they will engage with the video. Again, this highlights the interaction between content (supply) and user engagement (demand).
The Rise of AI and Its Threat
The introduction and ongoing integration of AI into various online platforms pose a significant threat to this existing economic model. In May of 2024, Google rolled out a test version of their new Overview AI. By August, this feature was accessible to the general public. Essentially, when users Google something, the AI summarizes search results to provide concise information at the top of the search pages.
But where does this AI obtain its information? Most search engines, including Google, index web pages according to their search engine optimization (SEO). The more algorithmically friendly the content, the higher it ranks. Companies spend millions on mastering SEO to ensure their content appears prominently in search results. Google's AI selects the most accurate articles to summarize, yet this means that the original content creators receive no compensation since their work is effectively being used without credit or revenue sharing.
In my research for this article, I interviewed two individuals specializing in SEO regarding the impact of Google's Overview AI on online traffic. One person mentioned that they experienced a significant drop in search traffic without understanding why, and when they reached out for clarification, Google simply redirected them to SEO best practices as if the issue was their fault. The other individual stated they were forced to increase the number of ads on their pages to compensate for the reduced traffic, raising the troubling question of their long-term job security.
Impact on YouTube Creators
This issue is not limited to search results; Google also plans to implement AI summaries across its YouTube platform. Video summaries underneath content could dramatically affect creator engagement metrics, such as watch time and revenue. While viewers may still click on videos, they might have little incentive to watch when the essence is already presented in a summary. Since YouTube revenue relies not just on clicks but also on watch time, this shift could have dire consequences for content creators.
A Vicious Cycle Leading to Decline
The current trajectory may lead us to the sixth stage in the potential decline of the internet:
- Content creators and writers receive fewer views because their original articles are summarized in Google's AI responses.
- Creators feel pressured to increase ad placement on their web pages.
- As a result, viewers become frustrated with excessive ads.
- Google suffers losses due to declining content engagement.
- Consequently, Google cuts investments in both the platform and content creators.
- Ultimately, Google risks fading into obscurity.
The intention behind this article is not to vilify Google outright; the company will likely remain relevant for the foreseeable future. However, the current practices raise concerns about the ethics of AI training, which employs someone else's work without compensation or acknowledgment. If a publisher decided to summarize an entire book in its listing, the author would almost certainly protest such a practice.
In my view, this isn't a dilemma that can be easily resolved. The AI's efficiency often benefits users, leading to increased reliance on these features. However, during my exploration of the capabilities of Overview AI, I found that it frequently omitted crucial context. For serious topics, this lack of detail could lead to misunderstandings or even danger. Algorithms taking information from health sources without fully addressing context is troubling.
One potential workaround could involve redistributing ad revenue generated from searches that rely on original content, sharing it with the creators whose work the AI utilizes. However, even this would likely yield significantly reduced earnings compared to direct website traffic.
Conclusion
While the previous adpocalypse on YouTube led to a quick exodus of many creators, the current trajectory of Google's practices risks creating a similarly devastating cycle that could redefine the internet. If revenue-sharing schemes do not materialize, we could witness the end of user-generated content and the overall decline of the internet ecosystem as we know it.
Thank you for reading, and stay tuned for more insights on the future of the internet.
Keywords
- AI
- Overview AI
- Search Engine Optimization (SEO)
- Content monetization
- YouTube creators
- Ad revenue
- Internet decline
FAQ
What is Google's Overview AI?
Google's Overview AI is a feature that summarizes search results, providing users with concise information without requiring them to visit individual pages.
How does Google's AI affect content creators?
Google's AI can lead to decreased web traffic for content creators because it summarizes their work, making it less likely for users to click through to their websites.
What are the potential consequences of Google's AI integration?
Long-term effects may include reduced revenue for creators, an increase in ads on web pages, viewer frustration due to ad overload, and a decline in content quality, ultimately impacting Google's investment in platforms like YouTube.
Can Google improve its AI practices?
Some have suggested that Google could share ad revenue with content creators whose work is summarized by the AI, but this would still generally offer less revenue than direct visits to the original pages.
Is the situation with Google irreversible?
While there may be paths to improvement, the current trajectory raises ethical concerns and poses significant risks to the future of user-generated content, potentially leading to the decline of the internet as we know it.