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20 - The Economics of the Internet

from Part IV - Societal Implications

Published online by Cambridge University Press:  24 July 2026

David Atkinson
Affiliation:
University of Texas, Austin
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Summary

This chapter examines how aggressive web scraping by generative AI (GenAI) bots is disrupting the economics of the internet. Unlike traditional indexers, GenAI models indiscriminately ingest massive amounts of data for training (e.g., Meta’s Llama 4 was trained on thirty to sixty trillion tokens). This digital gatekeeping, exemplified by poor crawl-to-referral ratios and the click-reducing impact of Google’s AI overviews, systematically cuts off content creators from the economic benefits of their work. Traditional measures like robots.txt have proven ineffectual. The resulting structural injustice forces websites into an impossible choice – disappear or accept traffic-reducing scraping – threatening the financial viability, quality, and long-term sustainability of the content ecosystem and collective knowledge.

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