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Forget Crypto, Blockchain, NFTs, and web3: The Next Phase of the Web is defined by AI Generation

The next phase of the web is already here, and it’s defined by AI-generated content.

I wrote this article using only my mind, my hands, and a solid helping of spellcheck. No machine learning models, NLPs, or so-called AI contributed to what you’re reading. As you read on you’ll realize why this clarification is necessary.

Ghost in the Typewriter

Reading an article, watching a video on TikTok or YouTube, listening to a podcast while you’re out running, you feel you have a reasonable expectation the content you’re consuming is created by a human being. You’d be wrong.

There is good reason to assume at least part of what you’re consuming was either created by or assisted by an AI or some form of NLP (Natural Language Processor) or machine learning algorithm. Whether it’s a TikTok video about a viral trend, an article in a renowned newspaper, or an image accompanying a news story on television, chances are some form of AI generation has taken place between the idea of the story being created and the story reaching you.

It could be the image was generated using DALL·E 2 or another image-generating AI, it could be the title, or lede, or social media text was generated by an NLP, it’s quite likely part of or the entire text was written by an AI based on the prompts and prior writings of a human creator, and if you leave your young kids watching YouTube videos, there’s a very high chance they’ll encounter videos entirely conceived of and generated by an AI:

The above video is from 2018. Consider the vertically accelerating rate of technological evolution we’re undergoing right now and I’ll leave you to imagine how much bigger and more advanced this phenomenon is now and how much further it’s going to go in the next few years.

The Next Phase of the Web

There’s a good chance you’ve heard the term “web3” used recently, and there’s a good chance it’s been accompanied with some form of marketing statement like “web3 is the next version of the web” or “the next phase of the internet” or “the thing that will replace Facebook and Google” or something similar.

If you have not (actually even if you have) here’s a quick primer on what this “web3” thing is:

From my perspective, as someone who spent the past several years embedding myself in the community and its cultures, “web3” is a marketing term for all things built on a decentralized trustless blockchain and used to promote a future where everything on the web is financialized through cryptocurrencies and NFTs. It has nothing to do with the web platform and everything to do with the crypto community leveraging the public awareness and concerns around what’s known as “Web 2.0” to promote their libertarian anti-regulation cryptocurrency agenda. If you want a less opinionated and more descriptive explanation of the term, I invite you to check out my LinkedIn learning course titled “What is Web3?” or you can check out Molly White‘s excellent blog “web3 is going just great.

The “web3” and “Metaverse” conversations are a distraction from what’s actually happening on the web – what is defining the next phase of the web:

Where as Web 1.0 was defined by people being able to publish content using HTML, CSS (and eventually JavaScript), and Web 2.0 was defined by people being able to publish content through user-friendly applications that generated the HTML and CSS and JavaScript for them, the next stage of the web (call it Web 3.0 for consistency) is being defined right now by people being able to tell machines to generate content for them to be published using HTML, CSS, and JavaScript.

The phases of the web have to do with how the underlying technologies simplify and change the types of content we publish, not by how we monetize that content.

Where we are right now, with the line being blurred between human-generated and AI-generated content, is at the very beginning of this next phase where the magical abilities of yet-to-be-fully-understood technologies allow us to do things we previously couldn’t even dream of.

The fawning articles about amazing AI-generated art are the public-facing part of an emotional contagion campaign designed to condition and eventually habituate us to a new reality where machines create our content and we passively consume it.

The AI-fication of online content isn’t something on the horizon, a possible future; it’s our current lived reality. The line has already been crossed. We’re well into the next phase whether we want to accept it or not. AI is already generating and curating our news, our fake news, our information, our disinformation, our entertainment, and our online radicalization. Creators are rushing to take advantage of every promise offered by AI companies in their relentless pursuit of easy profits through fame-based marketing. Your reasonable expectation today must be that the content you consume is wholly or in part generated by AI unless it explicitly states otherwise (remember my disclosure at the top of the article). And we’re only getting started.

The Immediate Future of AI Content

Right now, your interaction with AI-generated content is largely invisible to you and mainly comes in two forms: AI-curated content (everything surfaced or “recommended” to you through social media, news apps, online streaming services, and AI-assistants like Google Home, Siri, Alexa, and Cortana is brought to you by some form of AI) and AI-assisted content (AI, ML, and NLPs used to either create, add to, edit, modify, market, or otherwise contribute to the generation of content.)

In the near future, I predict we’ll see the emergence of a new type of tool targeted at the average information consumer: AI services providing synthesis of online content as customized coherent storytelling in the form of articles, podcast-like audio, and eventually video.

Not AI used by creators to generate new content, but AI used by us to generate specialized content for ourselves.

In the near future AI assistants and apps will take a plain language prompt like “tell me what’s happening with the situation in Palestine, or Ukraine, or the US” and compile in seconds a thoroughly sourced article, audio narration, or video – written in your language, preferred complexity, reading level, and length – stringing together reporting and historical reference material from various online sources to produce what will appear to you as proper journalism.

This is not a new idea; it’s a version of the future David Gelertner described back in the 1990s. What is new is this is no longer a future vision: It’s our lived reality, or at least the start of it.

These new apps and services are the natural evolution of the curated content streams we already have through news apps and social media. The difference will be they will no longer only provide us the original sources of information: They will also curate, synthesize, contextualize, and reframe content from many sources into one coherent story. And this will be done on a user-by-user basis meaning if you and your partner or family member or close friend provide the same exact query, you’ll get entirely different outputs based on your preferences including all the other information these AIs have gathered on you.

Think the heavily curated landing pages of TikTok and YouTube, except all the content is custom generated for you and you alone.

The appeal will be too much to resist; the inherent dangers of falling into radicalizing personalized information echo chambers impossible to avoid.

Artificial Motivations

The road that got us to today was built using machine learning models and AIs whose power we harnessed for one purpose and one purpose alone: To generate revenue to advertising.

The next generation of ML, AI, and NLPs will be deployed on this same ideological platform: To give us what we want – self-affirming bias-validating feel-something content that juices the rage of our radicalization and sells the extract to the highest bidder.

The motivations of these so-called “artificial intelligences” is to fulfill their assigned task: to perform better than their previous iteration. Entirely artificial. The motivations of the people deploying these AIs on the world is to use them to make profit at any cost to society. Entirely capitalistic. Our motivation in using them is therefore the first and last bastion against being turned into advertising consuming bots.

The Third Phase of the web is here, and it has nothing to do with Bored Ape NFTs or DAOs to build housing or the Next Big Cryptocurrency to go halfway to the moon before crashing back to earth making early investors rich off the losses of everyone else. The Third Phase of the web – call it Web 3.0 or The Next Web or just the web – is the machine-generated web, tuned to keep us engaged and scrolling as our information and interactions over the next few years breaks the bonds of rectangular glass screens to surround us in augmented reality.

Now is the time to have a conversation about what we do with it and where we go next. I welcome your input.

Header photo: Various variations over various themes by AI image generating system DALL·E 2.

Cross-posted to LinkedIn.

By Morten Rand-Hendriksen

Morten Rand-Hendriksen is a staff author at LinkedIn Learning and lynda.com specializing in WordPress and web design and development and an instructor at Emily Carr University of Art and Design. He is a popular speaker and educator on all things design, web standards and open source. As the owner and Web Head at Pink & Yellow Media, a boutique style digital media company in Burnaby, BC, Canada, he has created WordPress-based web solutions for multi-national companies, political parties, banks, and small businesses and bloggers alike. He also contributes to the local WordPress community by organizing Meetups and WordCamps.