The Impact of AI on Content Economics
The most visible site on the web, Wikipedia, has lost significant traffic over the last few months due to the rise of generative AI. This trend has significant implications for the economics of content, as it suggests that the value of evergreen content is decreasing.
The Decline of Evergreen Content
Wikipedia, a user-generated content platform, has seen a 5% decline in human page views over the last year. This decline is attributed to the increasing use of AI-powered search engines that provide answers directly to searchers. As a result, users are no longer clicking on links to access information, and instead, are relying on AI-generated summaries.
The Rise of Additive Content
In contrast, sites that offer additive content, such as Reddit, YouTube, and LinkedIn, have seen an increase in traffic and visibility. Additive content provides net-new insights, conversations, and perspectives, making it more valuable in the age of AI. These platforms are being rewarded by Google and other search engines, which are prioritizing additive content over evergreen content.
The Economics of Content
The shift towards additive content has significant implications for the economics of content creation. Evergreen content, which was once a reliable source of traffic and revenue, is no longer as valuable. Sites that rely heavily on evergreen content, such as Stackoverflow and Britannica, have seen significant declines in organic traffic.
The Impact of AI on Content Creation
The rise of AI has changed the way we consume and interact with content. With the increasing use of AI-powered search engines, users are no longer clicking on links to access information. Instead, they are relying on AI-generated summaries, which are often based on evergreen content. This has created a situation where the value of creating evergreen content is questionable.
The Fix: Shifting Focus to Additive Content
To adapt to this new reality, content creators need to shift their focus from evergreen topics to net-new insights. This can be achieved by investing more in additive content, such as data stories, research, and thought leadership. By doing so, content creators can increase their visibility and value in the age of AI.
Strategies for Content Creators
To succeed in the age of AI, content creators need to adopt the following strategies:
- Invest in additive content: Focus on creating content that provides net-new insights and perspectives.
- Lower investment in evergreen content: Reduce the amount of evergreen content created, and focus on additive content instead.
- Keep evergreen content for user experience: Evergreen content is still valuable for user experience, topical authority, and automation.
- Focus on hyperlong-tail topics: Create evergreen content that is aligned with audience personas and positioning.
Evaluating Additive Content
Additive content should be evaluated based on its influence on the pipeline, LLM citations, mentions, and share of voice. By adopting these strategies, content creators can increase their visibility and value in the age of AI.
Conclusion
The rise of AI has significant implications for the economics of content. The decline of evergreen content and the rise of additive content require content creators to adapt and shift their focus. By investing in additive content and adopting new strategies, content creators can succeed in the age of AI and increase their visibility and value.