Artificial intelligence-based search engines could pose significant risks to the digital economy, according to a Harvard researcher. Benjamin Brooks, a scholar at the Berkman Klein Center, highlighted the potential fallout in a recent article for MIT Technology Review.

“If AI search becomes the dominant way people access the web, it could destabilize the fragile economic systems underpinning online content,” Brooks explained. “Today, content creation relies on web traffic for revenue streams like advertising, subscriptions, donations, sales, and brand awareness. AI-driven search could interrupt these flows by acting as a gatekeeper, depriving creators of the visibility they need to thrive.”

A Call for Industry Action

Brooks urged the AI sector to proactively address the issue of compensating content creators. “This is a critical moment,” he argued. “The AI industry has a unique opportunity to design a smarter content marketplace before governments implement potentially blunt or inequitable interventions that could stifle innovation and the free exchange of ideas.”

In an interview with TechNewsWorld, Brooks emphasized the need for thoughtful solutions. “These systems and business models are still evolving. However, the industry must take the lead in addressing these challenges. Waiting for government action could result in less nuanced and effective responses.”

He also pointed out that governments are increasingly confident in regulating digital platforms. “The AI search industry should anticipate regulatory scrutiny and work on solutions now, rather than reacting to more restrictive policies later.”

Uncertain Impacts on Content Creators
The extent to which AI search impacts content creators’ revenue remains unclear. Greg Sterling, co-founder of Near Media, noted the potential for decreased web traffic to publishers. “It’s not definitive yet, but there’s a strong argument that AI-driven search could reduce traffic for many websites,” he told TechNewsWorld.

Sterling referenced Google’s Search Generative Experience (SGE), launched in December 2023, which integrates AI summaries into search results. “While Google claims these summaries enhance engagement with linked content, there’s limited research on actual click-through behavior. Some evidence suggests organic links are becoming less prominent.”

Chris Ferris, senior VP of digital strategy at Pierpont Communications, argued that AI search amplifies an already existing issue. “Most web pages receive little to no traffic from organic search as it is,” he said, citing research predicting organic traffic declines of 18% to 64% due to AI.

Revenue Risks for Content Providers
Mark N. Vena, president of SmartTech Research, observed that AI-generated summaries could further reduce click-through rates to original content. “Content providers, including news outlets and niche creators, are reporting lower traffic from traditional search engines when AI-generated answers dominate search results,” he told TechNewsWorld. “This threatens ad revenue and visibility for publishers.”

Vena warned that if users consume information solely through AI without visiting the original sources, the sustainability of journalism and niche content could be jeopardized. “Balancing the convenience of AI tools with fair attribution and redirection to content creators is essential for maintaining a healthy digital ecosystem,” he added.

As AI search evolves, its impact on the digital economy will depend on how effectively industries and policymakers address the challenges it introduces. Solutions that preserve revenue for creators while leveraging the benefits of AI could be key to sustaining the online content ecosystem.

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