Mark Williams-Cook

Lots of things, you know, come in, you know, a cyclical in nature.

But if you think about, say, take my lame running shoes example.

The majority of the search traffic would go to the top three search results, which normally nowadays is big companies because who's got the money to force them there?

I think search will become more fragmented as the understanding of the user increases.

So you will get less traffic even if you are those big companies, but it's because they wouldn't have bought from you maybe anyway.

And it's becoming easier to connect you to companies that are a bit more niche or closer to you.

So it's opening up the field of discovery.

So my hope is that...

will have better targeted but more spread out kind of sending off of people connecting them to the right place sooner, which will be less effort for them.

And it's just whether, again, they can work out the reward system to make that happen and not be exploitable.

Because don't forget, when Google came out with their PageRank, they confidently, you know, Larry and Sergey on stage, it's unexploitable, this PageRank system.

There's no way to span it.

It's literally what they said, you know, and it's been proven wrong many, many times.

And the AI tools are in their infancy.

You know, I've talked to on our podcast before.

There's so many things that are happening at the moment, too.

There's like specific Gemini attacks where you can put prompts and you can hide prompts in images because the images are downscaled to a specific size.

And then it reconstructs the text very small in the image, which then Gemini will execute.

And the example attacker's got Gemini to send calendar information to an email address just by getting Gemini to look at an image.

And it's like all these spongy AI surfaces, I think, are going to create a lot of these risks because they're not...