The New Internet

Old Internet

A mash-up of websites where people uploaded content and marketed it.
Google indexed everything, and users found it via search, ads, or other marketing.
Hosting was decentralized, but consumption & information flow were centralized.
- Google “owned” the browser, SEO, and the search engine.

LLM-Powered Web

LLMs trained on your personal data are more powerful than any ad-targeting or personalization engine.
New protocols will allow LLMs to index pages with semantic information—shifting how we discover and consume content.

Key Shifts

Direct Indexing
- Companies with their own LLMs index information directly (no more relying on Google’s crawler).
Vertical Stack Ownership
- These companies will build or acquire the full stack:
  - Browsers
  - Product-ingestion pipelines
  - Sitemap protocols that are LLM-parseable
Unified, Domain-Agnostic UIs
- Users no longer need to remember countless .com domains.
- Instead, they pick a purpose:
  - “1 cab-booking UI”
  - “1 food-ordering UI”
  - “1 e-commerce UI”
- Exponentially better experience because LLMs can interface seamlessly across services.

Result: An extra layer of abstraction. Companies that own LLMs become the new monopolies—no complex planning or reasoning needed, just solid UI + text understanding.

Disruption & Ecosystem Moves

Google already “owns everything,” but is hampered by bureaucracy and lack of vision.
OpenAI is poaching major Chrome figures (e.g., Ben Drooger, Darin Fisher—both former VPs of Chrome).
- We should watch their vision for the internet’s future.
Industries ripe for disruption:
- Ads (as users consume information, entertainment, and services differently)

Integration with Systems

Previous: “Function calling” to give LLMs tool access.
Now: LLMs learn to use human tools via standard computer interfaces.
- Example: LLMs using desktop tools demo

Information Flow Protocols

Previous: RAG + ad-hoc pipelines.
Now: Context protocols that feed information directly into models.
- The LLM already knows the protocol and can even generate the integration code.
- Example: Claude’s Model Context Protocol by Anthropic
  - https://www.anthropic.com/news/model-context-protocol