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Google's Sundar Pichai on AI-powered search and the future of the web
Decoder with Nilay Patel
The Impact of AI on Web Traffic and Small Websites
AI is driving a significant platform shift affecting web traffic, especially from Google, where many small independent websites are experiencing a decline in traffic. Despite individual cases of businesses suffering, it's challenging to draw uniform conclusions as trends need to be assessed at an aggregate level. Historically, Google has directed traffic to the ecosystem, with instances of sending more traffic to smaller sites. This raises the complex question of whether traffic should favor content creators or aggregators, highlighting the evolving dynamics within the digital landscape.
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