The conversation around AI’s impact on the internet often swings to extremes. Either AI will make the web obsolete, or nothing will fundamentally change. I feel like we’re at a pivotal moment where it’s genuinely difficult to predict the actual outcomes, but the reality likely lies somewhere in between. While AI will reshape how we interact with information online, my sense is that the web as we know it isn’t going anywhere anytime soon.
The web will endure, but differently
Despite AI’s remarkable capabilities, the notion that everything will be funnelled through a large language model misses crucial points about human behaviour. We don’t just consume information, we seek experiences, communities, and connections that can’t be replicated through text-based interactions alone. The web provides context, visual design, brand personality, and social dynamics that remain irreplaceable.
While conversing with AI in natural language feels intuitive, it’s not always efficient. Writing or speaking paragraphs to accomplish what used to take a few clicks introduces unnecessary friction for many tasks. The directness of traditional interfaces often wins when speed and precision matter.
Two types of questions
AI will fundamentally transform how we handle different types of queries. Informational searches such as “How do you change a tyre?” or “What’s the capital of Slovenia?” will increasingly be handled by LLMs providing direct, synthesised answers. But when we’re looking for news sources, or using specific services, online communities, or just wanting to explore and discover, I feel we’ll still turn to traditional web browsing.
This creates a bifurcation: AI handles the “just give me the answer” queries, while the web continues serving “let me explore” needs.
Brand control and authenticity
Companies invest heavily in their online presence for good reason. Brand expression, user experience design, and direct customer relationships are valuable assets that businesses won’t readily surrender to AI intermediaries. While AI might drive traffic more intelligently, companies may still want users to ultimately experience their platforms where they control the narrative and build relationships.
As AI-generated content floods the internet, authenticity and standing out from the crowd I think will become increasingly valuable. Users will gravitate toward sources they trust, platforms with verified human creators, and experiences that feel genuine rather than expressionless and algorithmic.
Working together
My gut says the future isn’t about AI versus the web, it’s about AI and the web working together. AI will make the web more accessible and navigable, while the web will provide the rich, diverse ecosystem of experiences that AI alone cannot replicate. We’re heading toward a more intelligent, interconnected digital landscape where both technologies play to their strengths.
But I could be wrong, what do I know…
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