The Missing Link

In the early days of the internet, we found things by browsing through web directories, like the one from Yahoo. That method of discovery was replaced by much more powerful search technologies, led by Google, that enabled us to quickly scour the entire internet and click on links to get to the source material. And so it’s been for more than a quarter century (which is like 10 million years in internet time). But now, the blue links that have defined the internet era, and powered a revolution in business transformation and information sharing, are, like so many other tech job-holders, at serious risk of being put out of work by AI. TechCrunch: Google Search as you know it is over. “Instead of returning a simple list of links, Google Search will drop users into AI-powered interactive experiences at times. Google is also introducing tools that can dispatch ‘information agents’ to gather information on a user’s behalf, along with tools that let users build personalized mini apps tailored to their needs.” But if links die, what happens to the sites they now connect (the same sites that are being repurposed to provide answers to your questions in the new-fangled search box)? As Jay Peters writes in The Verge (Gift Article): “Google doing everything also means a lot of the web that Google relies on collapses under it. If Google Search doesn’t send traffic to publishers or websites who need visitors to make money … what will Search learn from, and where will it point people to?” And what will become of the serendipity and random discovery that made the internet fun and informative? And what happens to our already isolated tech experiences when we lose the links that not only connect us to information, but to each other as well? Those are questions even AI can’t yet answer. In the meantime, Google and its AI competitors are racing to become the Hotel California of AI’s captive audience age. We are programmed to receive. You can check out any time you like. But you can never leave.