And for your weekend, some big ideas.
From the Verge, Google has acknowledged that the open web is in “rapid decline,” contradicting its previous claims that the web is thriving. In a recent court filing, the company stated that divestiture proposals could accelerate this decline, highlighting the challenges faced by digital publishers who rely on open-web advertising revenue. Despite Google’s assertion that it is directing a wider variety of traffic to websites, many publishers have reported decreased traffic following changes to Google’s search algorithm and the rise of artificial intelligence-driven tools. A spokesperson for Google clarified that the statement referred specifically to open-web display advertising, which is losing market share to non-open formats like connected television and retail media. This statement has sparked discussions about the future of the open web and the impact of Google’s advertising ecosystem on digital content creators.
The Knight First Amendment Institute’s latest article discusses the concept of artificial intelligence as a “normal technology,” arguing that AI should be viewed similarly to transformative technologies like electricity and the internet, rather than as a potential superintelligence. The authors emphasize that AI’s societal impacts will unfold gradually over decades, citing historical patterns of technological adoption and diffusion, which often lag behind innovations in methods. They outline that the risks associated with AI, such as accidents and misuse, should be managed through existing safety regulations rather than drastic policy interventions. The article also warns against the pitfalls of nonproliferation strategies, which could stifle competition and increase the concentration of power, potentially leading to greater systemic risks rather than mitigating them. For instance, previous technologies like social media have shown how rapid adoption without adequate oversight can exacerbate societal issues.
A recent article from Harvard Business Review emphasizes that a company’s success with artificial intelligence does not solely depend on the technology itself but rather on how effectively it is utilized. Since the introduction of ChatGPT in November 2022, AI has become more accessible to businesses of all sizes, leading to inflated expectations about its capabilities. W. Chan Kim and Renée Mauborgne, professors at INSEAD, argue that companies must avoid putting artificial intelligence at the forefront of their strategies without a clear understanding of how it aligns with their overall business goals. This misstep can threaten a company’s strategic direction and the value it aims to create.
Why do we care?
If even Google admits the open web is in “rapid decline,” what does that mean for your clients who rely on visibility, search traffic, or open-web advertising? Are you helping them think beyond SEO and display ads to diversify where they get attention?
The Knight First Amendment Institute says AI should be treated like electricity or the internet—normal tech, not superintelligence. If that’s true, are you over-indexing on hype, or are you approaching AI adoption the same way you would any other infrastructure shift—methodical, gradual, and with risk managed through existing frameworks?
And from Harvard Business Review: AI isn’t the strategy, it’s a tool. So ask yourself—are you pushing AI because it’s “hot,” or are you helping customers integrate it where it actually advances their business goals? What happens if you tack AI onto everything without tying it back to value creation?