Right now, the internet runs on a simple loop:
Clicks -> Ad Revenue -> Content Creation
Every blog, news site, and YouTube video is designed to make you click — because your attention pays the bills.
But here’s the shift that’s already happening.
If AI agents and LLM powered browsers (like Perplexity Comet) start reading the internet for you, you’ll never see an ad again
No ads -> No clicks -> No revenue
And when the money disappears, so does the incentive to produce free content.
We could be heading toward:
- Paywalls everywhere
- Subscription-only information
- A smaller, closed-off internet
This isn’t decades away. It’s starting now.
The big question: Who pays for the internet when you stop clicking?