"No one should expect the web of the future to look just as it does today. AI-powered search will rightly shake up some services: business directories, for instance, face disintermediation as answer-bots field queries such as “emergency plumber” or “houses for sale”. But the evaporation of incentives to create content presents a fundamental problem. If human traffic is drying up, the web will need a new currency.
Online innovators are trying out alternatives. Some propose a pay-as-you-crawl system, in which AI bots are charged for reading sites’ content. Others are working on systems that analyse chatbots’ answers to determine where their information came from, so that sources can be compensated. Tech firms resist such ideas: giants don’t want their crawling of the internet to be metered, and startups fear they will be made to pay for training data that pioneers like OpenAI were allowed to grab for nothing. Optimists cite the music industry, where piracy gave way to profitability when streaming platforms invented new ways to charge consumers and compensate artists.
Bringing a new business model to the web is daunting; it may take a shove from regulators to get started. Yet everyone has an interest in making content-creation pay. Publishers may be the ones complaining now, but if the content tap dries up, AI companies will suffer, too. Some are more vulnerable than others. Whereas Meta can draw on data posted to its social networks and Google owns YouTube, the world’s biggest video vault, OpenAI relies entirely on others for its content."
https://www.economist.com/leaders/2025/07/17/to-survive-the-ai-age-the-web-needs-a-new-business-model