When I look a decade ahead, I think the advertiser internet model is going to die. People won't be using search engines anymore. They'll be using LLMs. They won't be reading blogs anymore. They'll be asking their LLMs. They won't be looking at review or recipe or travel sites anymore. They'll ask their LLMs.

Of course this creates second order effects. If no one ever views the ads on the review and recipe sites, those sites will disappear. Then what do the LLMs reference? Parametric knowledge? Google is trying to get ahead of this with "Google Zero:" an internet in which one never leaves Google because they cache and serve everything a user could ever want. All stolen from other websites, of course.

I hope we end up back at the internet of the 90s. Small, unmonitised hobby spaces. Unfortunately bots will be 99% of all internet traffic within a few years, so how do we protect these spaces from unsolicited spam, disinformation campaigns, trolling, etc? We might actually go and touch some grass and re-learn how to socialise in person. This is not a bad thing.