The real question isn't whether content is needed-it's what happens to the websites hosting it. Content absolutely survives because AI can't replicate genuine human experience any more than I can truly understand what it's like to walk through the world as, say, a Black woman. That's not an opinion, it's a fundamental gap in context and lived nuance.
But the web itself? That's shifting. Looking at our own site data and crawl logs from Screaming Frog, I'm seeing more and more traffic going straight to Google's SERP features, AI overviews, and LLM-generated summaries. Users aren't clicking through like they used to. The content still exists, but the destination is changing.
From a growth perspective, we're already testing formats that sit outside the traditional blog page-embedded knowledge panels, structured data for featured snippets, and even API-accessible content for AI agents. The strategy isn't "stop creating content," it's "stop assuming a website is the only vessel."
So yes, people will keep making content. But the smart ones are asking: what happens to the site itself when the user never lands on it? That's the part of the equation worth watching.
