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Summary
Large language models (LLMs) are rapidly becoming a new gateway to online information, potentially disrupting traditional search engines, websites and advertising markets. Using detailed clickstream data from 2022–2023, this study examines how adopting LLM tools changes consumers’ online behavior. The authors find that LLM adoption gradually reduces traditional search activity and the browsing of smaller websites, while also lowering display advertising exposure. These results suggest that generative AI may reshape how users access information online and alter the distribution of attention and advertising revenue across digital platforms.
