How AI is changing the way we browse the web
AI tools like ChatGPT are reshaping how people find information online — with major consequences for the web.
In this video, Anja Lambrecht, Professor of Marketing at London Business School, and Nicolas Padilla, Assistant Professor of Marketing at London Business School, explain new research on how large language models are changing online search, website traffic, and advertising.
Using detailed web activity data, the study shows that after adopting AI tools, users search less, visit fewer smaller websites, and see fewer ads — raising important questions for publishers, creators, and advertisers.
AI tools like ChatGPT are reshaping how people find information online — with major consequences for the web.
In this video, Anja Lambrecht, Professor of Marketing at London Business School, and Nicolas Padilla, Assistant Professor of Marketing at London Business School, explain new research on how large language models are changing online search, website traffic, and advertising.
Using detailed web activity data, the study shows that after adopting AI tools, users search less, visit fewer smaller websites, and see fewer ads — raising important questions for publishers, creators, and advertisers.