AI is rapidly transforming the web’s traditional business model by changing how users find and consume information. Tools like ChatGPT and Google’s Gemini deliver direct answers, reducing traffic to websites and undercutting ad-based revenue systems. This shift threatens publishers, content creators, and the SEO industry, which rely heavily on clicks and search visibility. As Google integrates more AI into its search platform, the future of web monetisation is uncertain, pushing companies to explore new strategies like subscriptions and content licensing.