The internet was once a wild, open frontier where anyone with a voice, a story, or an idea could publish, be found, and connect. But increasingly, that world feels like it’s closing in.
We recently polled our LinkedIn audience, and more than 60% of respondents said they believe the open internet is dying. Moreover, even Google seems to think so: in a recent court filing, the company admitted that “the open web is already in rapid decline,” as reported by The Verge earlier this year.
So has the open internet begun to fade? And if it is changing, how should brands adapt?
Defining the Open Internet
When we talk about the “open internet,” we mean a digital ecosystem where content is decentralized, accessible, and discoverable. It’s a space where individuals, small businesses, independent publishers, and brands could produce meaningful work that aligned with their experiences and reasonably expect it to be surfaced in search engine results and on social media.
In that world, quality, relevance, and expertise mattered. A well-written blog post, a niche how-to, or an insightful personal essay could gain traction simply because someone searched for it. Organic reach wasn’t a guarantee, but there was no gatekeeper beyond relevance and value.
How the Internet Has Shifted Away from Openness
Algorithmic Pressure on Social Platforms
Social media feeds have evolved away from chronological timelines toward algorithm-optimized streams. Today, content often has to align with short-form formats, engage intensely, or rely on paid promotion just to get seen. For many creators, the cost of attention has gone up and the path to reach is narrower and more platform-defined.
Search Engines Reshaping Discovery
Search has not stayed still either. Gone are the clean “ten blue links” of old. Instead, Google and other search engines now present a range of rich, on-SERP experiences including:
- Featured snippets and AI overviews that answer questions directly
- Shopping widgets and product carousels
- Local map packs and business listings
- Knowledge panels and other aggregated content
These changes mean that many users never click through to external sites — they get what they need right on the search results page.
Further complicating the picture: Google itself has suggested that the “open web is already in rapid decline.” While some argue Google meant only “open-web display advertising,” the sentiment echoes what many independent publishers and creators have felt for a while.
The AI Disruption: A New Layer of Change
Artificial intelligence and large language models are now accelerating this shift in profound ways.
- AI-Generated Summaries
Google’s AI Overviews, large language models, and chat-style interfaces increasingly provide users with synthesized answers, often without requiring users to click to find their answers. This fundamentally disrupts the traditional traffic model that many websites depend on for traffic. - Traffic Declines Across Publishers
Reports and research suggest organic traffic is dropping sharply. One analysis found AI Overviews can drive a 18–64% decline in organic traffic depending on the vertical. Publishers, especially in news and informational niches, have seen click-through rates plummet when AI summaries appear, as reported in The Guardian. - New Citation Behavior
Large language models pick what content to cite and display. Emerging research suggests these models favor highly “predictable” content (i.e., content that is semantically aligned with how the model was trained). Over time, this could create a feedback loop in which only certain types of content are surfaced, reducing diversity.
What Does This Mean for the Open Internet?
So, is the open internet dying? The answer is nuanced.
- Why this might be true: the open internet as we once knew it (decentralized, discovery-based, and powered by organic clicks) is under serious pressure. The combined forces of AI, zero-click search, and algorithmic platforms are reshaping how we find and interact with content.
- Why this isn’t totally true: the open internet is not necessarily going away entirely. What’s shifting is the structure: power is consolidating around large platforms, AI intermediaries, and brands with strong authority.
In other words, the open web isn’t dead, but it is evolving. The rules are changing fast, and the old playbook doesn’t work like it used to.
How Brands Can Win in This New Era
If the open internet is no longer a level playing field, how can brands still succeed? Here are several strategies to adapt and thrive:
Build Undeniable Brand Authority
As AI systems and platforms favor trusted, authoritative sources, brands must build clear identity and credibility. Thought leadership, technical expertise, and consistency matter more than ever.
Get Crystal Clear on Your ICP
With tighter distribution channels, scattershot content strategies are less effective. Brands should get hyper-focused on who they serve:
- What problems do they solve?
- Who is listening?
- And who will amplify their content?
Tailoring content to a narrow, well-defined ICP will likely outperform broad, generic content.
Partner Strategically
Think beyond traditional SEO. Brands should partner with platforms, publishers, or media networks that already reach their ICP. Collaborations, content partnerships, and co-branded initiatives can help reclaim visibility in a less open ecosystem.
Optimize for AI Interactions
If AI overviews and chat-style search are now part of how users discover your content, optimize your content for those formats:
- Use clear, structured language
- Implement schema markup so AI systems can better interpret and cite your content
- Focus on depth, clarity, and trust signals that make your content more likely to be chosen as a source
Prioritize Value, Not Volume
Instead of pumping out generic content, invest in high-impact content: unique insights, well-researched guides, and niche expertise. Quality now outcompetes quantity in a world where AI is doing so much of the summarizing.
Conclusion: The Open Internet Is Changing — But It’s Not Over
Yes, the open internet is dying — at least, the open web we once knew. Google’s own admission in court isn’t just spin; AI is rewriting the rules of discovery, and independent publishers are feeling the squeeze.
But all is not lost. There is still room for brands, creators, and businesses to thrive: by building authority, being crystal clear on who they serve, and playing smart with partnerships. For those who adapt, the web remains a space of opportunity.
