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.

Italian fine wines are gaining momentum among Australian collectors and drinkers, with new data from showing a surge in interest driven by value, versatility and a new generation of producers.

Long dominated by France, the premium wine conversation is beginning to shift, with Italy increasingly positioned as a compelling alternative for both drinking and collecting.

According to Langtons, the category is benefiting from a combination of factors, including its breadth of styles, strong food affinity and more accessible price points compared to traditional European benchmarks.

“Italy has always offered fine wine fans an incredible range of wines with finesse, nuance, expression of terroir, ageability, rarity, and heritage,” said Langtons General Manager Tamara Grischy.

“There’s no doubt the Italian wine category is gaining momentum in 2026… While the French have long dominated the fine wine space in Australia, we’re seeing Italy become a strong contender as the go-to for both drinking and collecting.”

The shift is being reinforced by changing consumer preferences, with Langtons reporting increased demand for indigenous Italian varieties and lighter, food-first styles such as Nerello Mascalese from Etna and modern Chianti Classico.

This aligns with the broader rise of Mediterranean-style dining in Australia, where wines are expected to complement a wider range of dishes rather than dominate them.

Langtons buyer Zach Nelson said the category’s versatility is central to its appeal.

“Italian wines often have a distinct, savoury edge making them an ideal pairing for a variety of cuisines,” he said.

The move towards Italian wines also comes as prices for traditional French regions continue to climb, particularly in Burgundy, prompting collectors to look elsewhere for value without compromising on quality.

Italy’s key regions, including Piedmont and Etna, are increasingly seen as offering that balance, with premium wines available at comparatively accessible price points.

Nelson said value is now a defining factor for buyers in 2026.

“Value is the key driver for Australian fine wine consumers… Italian wines are offering exactly that at an impressive array of price points to suit any budget,” he said.

The category is also proving attractive for newer collectors, offering what Langtons describes as “accessible prestige” and a more open entry point compared to the exclusivity often associated with Bordeaux.

Wines such as Brunello di Montalcino and Nebbiolo-based expressions are increasingly being positioned as entry points into cellar-worthy collections, combining ageability with relative affordability.

At the same time, a new generation of Italian producers is reshaping the category, moving away from heavier, oak-driven styles towards wines that emphasise site expression and vibrancy.

“There’s definitely a ‘new guard’ of Italian winemaking… stripping away the makeup… to let the raw, vibrating energy of the site speak,” Nelson said.

Langtons is also expanding its offering in the category, including exclusive access to wines from family-owned producer Boroli, alongside a broader selection spanning Piedmont, Veneto, Sicily and Tuscany.

The company will showcase the category further at its upcoming Italian Collection Masterclass and Tasting in Sydney, featuring more than 50 wines from 23 producers across four key regions.

For collectors and drinkers alike, the message is clear: Italy may have been overlooked, but it is no longer under the radar.

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

Italian wines are emerging as a serious contender for Australian collectors, offering depth, rarity and value as French benchmarks continue to climb.