Almost 30 years ago, two graduate students at Stanford University — Larry Page and Sergey Brin — began working on a research project they called Backrub. That, of course, was the project that resulted in Google. But also something more: it created the business model for the web.

The deal that Google made with content creators was simple: let us copy your content for search, and we'll send you traffic. You, as a content creator, could then derive value from that traffic in one of three ways: running ads against it, selling subscriptions for it, or just getting the pleasure of knowing that someone was consuming your stuff.

Google facilitated all of this. Search generated traffic. They acquired DoubleClick and built AdSense to help content creators serve ads. And acquired Urchin to launch Google Analytics to let you measure just who was viewing your content at any given moment in time.

For nearly thirty years, that relationship was what defined the web and allowed it to flourish.

But that relationship is changing. For the first time in its history, the number of searches run on Google is declining. What's taking its place? AI.

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