The multibillion-dollar advertising model that has underpinned the internet economy could “fall apart” due to the rise of generative artificial intelligence, according to the inventor of the World Wide Web.

Speaking at the FT Future of AI Summit in London yesterday, Sir Tim Berners-Lee warned that large language models (LLMs) might eventually replace humans in consuming the internet.

“If web pages are all read by LLMs, then people ask the LLM for the data and the LLM just produces the result, the whole ad-based business model of the web starts to fall apart,” he said.

This system threatens the collapse of the decades-long advertising-based model that has led to the likes of Google and Meta becoming multitrillion-dollar businesses on the back of powerful ad networks.

“Advertising relies on people actually reading web pages . . . if they all assume that a human being is reading the web page, but the LLM is reading it and the human is not, then we have a problem.”

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