How Generative AI Will Change the Way You Use the Web, From Search to Shopping

People seeking information online will increasingly go first to TikTok, ChatGPT and other applications powered by generative artificial intelligence, instead of using traditional search engines, said Michael Wolf, co-founder and chief executive of consulting firm Activate.

Today, about 13 million U.S. adults begin their web searches by using generative AI, Activate data show. Wolf predicts that will grow to more than 90 million by 2027 because generative AI is capable of providing results with far greater precision and customisation.

“Generative AI fundamentally changes the model for search because the results are no longer links,” said Wolf, who gave a presentation of Activate’s findings at The Wall Street Journal’s Tech Live conference on Tuesday. “It serves up your information totally packaged and ready to use.”

Applications rife with customer data will benefit the most from this shift, Wolf said, as they will be better equipped to serve their users with personalised information. He expects TikTok to lead in this area because Activate estimates that its users already spend an average of more than 54 minutes a day on it, compared with 49 minutes daily on YouTube, 33 on Instagram and 31 on Facebook.

Amazon and other major e-commerce platforms have also embraced generative AI to better recommend products for users based on their past behaviour, along with many music- and video-streaming apps, Wolf said.

For example, Spotify earlier this year introduced AI DJ, a feature that offers a curated lineup of music alongside commentary around the tracks and artists that the app thinks users will like. “Choices are being made for you,” Wolf said.

Google and other search engines are also taking advantage of generative AI, yet Wolf said they might not remain the first stop or default option for most people. People are devoting more of their time to social media, entertainment platforms, online videogames and other utility apps that are also embracing the technology.

According to Wolf, domination within the $100 billion search industry is “up for grabs” and large, established companies aren’t necessarily going to outmuscle startups. The rise of open-source AI models is paving a pathway for smaller entrants to potentially make a big impact, he said.

Adoption of generative AI is being driven by a significant increase in the amount of time people spend online—behavior boosted by the pandemic, Activate data show. With people spending more time online, they are becoming adept at using multiple applications at once, enabling them to accomplish more in a single day than would otherwise be possible. Today, the average U.S. adult spends 13 hours daily multitasking among video, audio, games, social media and various technology and media activities.

“AI is making everybody into a metaverse creator,” Wolf said, referring to extensive online worlds where people interact via digital avatars.

Generative AI is poised to disrupt the internet in other ways besides search, such as content creation, Wolf said. By typing simple text prompts into applications featuring the technology, anyone—not just tech-savvy folks who know how to write code—will be able to make videogames, artwork, music and even entire virtual worlds on their own.

More predictions from Wolf’s presentation:

Nearly all U.S. households, more than 120 million, will be able to access the internet through their television sets by 2027. Whether people own a smart TV or have a device like Roku, the TV screen will play a bigger role than ever, driving subscriptions for streaming services and capturing valuable viewing data.

By 2027, the average video-streaming subscriber will have 5.8 subscriptions, up from 4.9 today. With many such applications now offering the option to see ads in exchange for lower monthly fees, Activate predicts ad revenues across the major video streaming services will grow 25% annually through 2027.

Spatial computing—the ability to interact with virtual imagery displayed without obstructing a user’s view of the real world—won’t be limited to pricey virtual- and augmented-reality headsets. The technology will be prevalent on almost any internet-connected device with a screen, from car navigation systems and kitchen appliances to digital door locks and mall kiosks.

Online sports betting will continue to grow and evolve. The activity became legal five years ago, and it is now available in 35 states. Activate forecasts that U.S. adults will collectively wager $186 billion annually by 2027, up from about $123 billion today. Another change: Sportsbooks today rely on extensive sign-up and referral bonuses to attract new customers, but going forward retention will be driven by improved betting options and user experiences.

While the average U.S. adult will spend 13 hours a day multitasking by 2027, the majority of the time will entail watching video, followed by listening to music, podcasts and other audio, and playing videogames. How consumers will spend this time with technology and media will differ across generations. For example, YouTube and other social-media platforms will become the top destinations for younger adults looking to discover new music, while those over the age of 35 will still rely on the radio.

One of Sydney’s newest premium workplace destinations has unveiled a major art activation designed to transform the traditional office experience.

Contemporary art curator ART+ has partnered with Forum Double Bay to deliver a curated art program throughout the recently opened workspace, anchored by a large-scale mural from Australian artist Vicki Lee in the building’s central atrium.

The collection also includes works by internationally recognised artists Sebastian Magnani, Alan Walsh, Terry O’Neill, Tyler Shields and Alexander Calder, creating what the partners describe as an art-infused environment that integrates culture into the everyday workplace experience.

Rather than treating art as a decorative addition, the program has been designed to form part of the building’s identity, creating moments of inspiration and engagement throughout the day for members and visitors alike.

ART+ founder Jay Lyon said the collaboration reflected a shared vision between the curator and developer to create workspaces that offer more than desks and meeting rooms.

“This is a unique moment to shape the way people experience workspace: not just as a place to work, but as a place to be inspired. Fortis and Art+ share that vision,” he said.

The activation comes as workplace design continues to evolve, with premium operators increasingly incorporating hospitality, wellness and cultural experiences into office environments as businesses seek to attract employees back into physical workspaces.

At Forum Double Bay, the result is a workplace that combines flexible office accommodation with a carefully curated aesthetic experience, positioning the development as a destination rather than simply a place to work.

Artist Vicki Lee said public art had the power to create an emotional connection with a space.

“What I want is for people to walk in and feel something; a connection, a surprise, a moment of beauty. That’s the power of public art,” she said.

Forum Double Bay recently opened at 377 New South Head Road and has been delivered under the development management expertise of Fortis. The project follows the success of Forum in Melbourne’s Cremorne and is operated by The Commons.

According to the release, all works within the building have been leased as part of the curated program, highlighting Fortis’ commitment to creating boutique workplace environments that blend design, hospitality and culture.

The collaboration also reflects the growing role art is playing within commercial real estate, where developers are increasingly using curated collections and commissioned works to create distinctive environments that foster creativity, community and a stronger sense of place.

For ART+, which specialises in sourcing and commissioning contemporary artworks for luxury residential, commercial and hospitality projects, the Forum partnership represents another example of art being integrated into the fabric of a development from the outset rather than being added after completion.

How Generative AI Will Change the Way You Use the Web, From Search to Shopping

Consumers are going to gravitate toward applications powered by the buzzy new technology, analyst Michael Wolf predicts

A new collaboration between ART+ and Forum Double Bay is bringing museum-quality artworks and a large-scale mural into the workplace.