Thoughts on Blogging Part 25
On Friday 26th June, I had another random spike in internet traffic to Contains Moderate Peril. The statistical package that comes with my Squarespace account recorded over 13k visits in less than 24 hours, which is not typical (although I wish it was). However, all of these visits to my blog arrived via the default homepage and spent between 1 and 2 minutes there. Hence, it was obvious that this was not human traffic, as there was no evidence of any searches being made of content that is available on my site, nor of the “visitors” clicking on any of the links on the top menu and viewing other posts. This was undoubtedly AI traffic arriving at the designated homepage and simply parsing the site. I had a similar spate of this sort of web traffic last November. The only difference on that occasion is that the traffic all came from China. This time round it hailed from the US. I suspect that this is something that will happen more often as companies set their AI loose on the net for what is effectively training.
On Friday 26th June, I had another random spike in internet traffic to Contains Moderate Peril. The statistical package that comes with my Squarespace account recorded over 13k visits in less than 24 hours, which is not typical (although I wish it was). However, all of these visits to my blog arrived via the default homepage and spent between 1 and 2 minutes there. Hence, it was obvious that this was not human traffic, as there was no evidence of any searches being made of content that is available on my site, nor of the “visitors” clicking on any of the links on the top menu and viewing other posts. This was undoubtedly AI traffic arriving at the designated homepage and simply parsing the site. I had a similar spate of this sort of web traffic last November. The only difference on that occasion is that the traffic all came from China. This time round it hailed from the US. I suspect that this is something that will happen more often as companies set their AI loose on the net for what is effectively training.
Generative AI summaries became available via most major search engines in spring 2024, after a year or so of testing. They have been well received by the public and have now become a common place tool. You ask a question and instead of a list of links with posts featuring a possible answer, you instead get a summary of the relevant data from all those sites. It is a quick and convenient system where the AI does much of the heavy lifting. However such services have consequences. A study by Pew Research Center found that those using generative AI summaries are 50% less likely to click on any of the search results offered, preferring to end their enquiry once the summary has been provided. This has obviously had a significant impact on web traffic to the source websites that provide the data for the AI summary. For some it’s an inconvenience. For others it can ruin their business model, especially if they rely upon advertising.
There are further considerations beyond the financial. All too often, the AI in question scrape websites and blogs written and maintained by members of the public, rather than business entities. Fan created content produced by enthusiasts and non-professional writers such as myself. I have run Contains Moderate Peril since 2010 and fall squarely into this category. Although it has been satisfying to be part of a writing community and to interact with readers, my online writing has not brought any commercial success or benefits and over the previous 16 years has incurred an ever increasing operating cost. Until recently that has been an acceptable arrangement because I have grown an audience, which for me is one of the key reasons to write. However, AI summaries are eroding that audience and becoming a “middleman” that although beneficial for the end user, does me no favours at all. AI summaries have become information brokers and sadly, I am not the customer but a resource.
This situation was brought home to me last year when I was asking an AI a specific question about the MMORPG, Star Trek Online, that I couldn’t remember. Yes, I to use these services. The generative AI summary scraped an answer from one of my own blog posts, presented it to me with a link back to the original article I had written. Initially I thought this to be ironically funny but then it dawned upon me that from hence forward, my writing would no longer be primarily for a human audience. Instead my work would be parsed by AI to provide it with the answer they require for a third party enquiry. Yes, I may well be contributing to answering someone’s question, which in itself is a valuable thing to do but any tangible, positive benefits derived from this process would be directed at the AI service, rather than me. Essentially, my time, effort and money will be benefitting big business rather than me. To which my response is unequivocally “fuck that shit”.
Which leads me to a very important question from my perspective. Do I want to keep maintaining a blog under such circumstances? Generative AI summaries will become ubiquitous information brokers, separating writers from their audiences. Yes I’m sure established blogs with substantive, loyal audiences, will still attract direct traffic to their respective sites but Contains Moderate Peril doesn’t fall into that category. This websites halcyon days were between 2010 and 2014. 66% of my traffic nowadays comes from Google searches. Someone wants to find out about some niche market film, “Googles” it and then finds my review. Hence such posts have a good shelf life and can over time yield a constant feed of traffic. AI summaries effectively negate this process. Furthermore, simply becoming a regular Reddit contributor allows me to reach far more people than my blog ever does. There’s also far more interaction to be had between writer and reader.
The yearly Blaugust: Festival of Blogging is fast approaching. I usually undertake this event in a mentor role and try my best to write everyday for a calendar month. By doing so I showcase the merits and pleasures of writing online. If you are writing primarily for your own enjoyment, then that can certainly still be achieved. If you see writing as a means to build a community and reach an audience that you can interact with, then generative AI summaries are an impediment to that process. Because you are no longer the public face of the information being provided. The AI is now the assimilating that role. This issue is part of a wider sea change that is happening across the internet in the way we seek out and interact with content and those that create it. Am I happy with all the consequences of this change? Patently not, as this blog post indicates. Hence it is time for me to reflect and consider my options. I don’t enjoy spitting in the wind.
