A trend where AI search splits the web into separate, closed islands.
The old web was a big food court. AI search serves the meal at its own table and hopes you never leave.
Platforms control more visits and content payments. Websites now fight to get named in AI answers.
Zero-Click AI Search
Answer pages reduce clicks to websites. This splits web entry points further.
AEO
Websites use AEO to get cited in AI answers and adapt to new traffic rules.
Google AI Mode
Google AI Mode is a clear example of search becoming a platform-owned entry point.