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This article was inspired by Roman Yampolskiy and the podcast The Diary of a CEO (Bartlett, 2025).

AI is already a major disruptor, not only for business but for all aspects of life. Since the first model of ChatGPT was publicly available, the usage of this tool has increased from an estimated 100 million monthly users in January 2023 (Hu, 2023) to an estimated 700 million weekly users by August 2025 (CNBC, 2025). This immense growth has me thinking about the future growth of LLMs (large language models), AI and its influence on the labour markets.

Artificial general intelligence (AGI) is a – still hypothetical – intelligent system that has the ability to understand and learn any task a human can perform (Google Cloud, n.d.). If you are already impressed by the capabilities of current AI, just imagine what self-correcting, self-learning intelligent machines (AGIs) can do. Once developed, these systems could theoretically be used to do any task a human currently can do (and likely do it even better). Recently, computer science professor Roman Yampolskiy predicted that AGI could be developed as early as 2030 (Shibu, 2025).

Current AI models can already automate a lot of routine work. Think about the growing number of customer-service chatbots you encounter. The current use of AI is already reducing demand for entry-level administrative and support roles.

Professor Roman Yampolskiy has argued that wide implementation of AGI could cause 99% of all workers to be unemployed (Shibu, 2025). But do we need to worry? Perhaps, but adoption speed matters. The sheer existence of a technology doesn’t directly mean its complete implementation. Remember, it took years for the internet to completely reshape the world. This should give policymakers time to establish clear boundaries while allowing workers to educate themselves. Ultimately, how we act today will determine whether AGI becomes a threat to humankind or a tool to help us thrive.

References (APA 7th)

• Bartlett, S. (Host). (2025, September 3). Roman Yampolskiy: These are the only 5 jobs that will remain in 2030 & proof we’re living in a simulation! [Audio podcast episode]. In The Diary of a CEO. Flight Studio. https://podcasts.apple.com/…/1000724933846
• CNBC. (2025, August 4). OpenAI’s ChatGPT to hit 700 million weekly users, up 4x from last year. CNBC. https://www.cnbc.com/2025/08/04/openai-chatgpt-700-million-users.html
• Google Cloud. (n.d.). What is artificial general intelligence (AGI)? Google Cloud. Retrieved September 11, 2025, from https://cloud.google.com/discover/what-is-artificial-general-intelligence
• Hu, K. (2023, February 2). ChatGPT sets record for fastest-growing user base—analyst note. Reuters. https://www.reuters.com/technology/chatgpt-sets-record-fastest-growing-user-base-analyst-note-2023-02-01/
• Shibu, S. (2025, September 4). AI could cause 99% of all workers to be unemployed in the next five years, says computer science professor. Entrepreneur. https://www.entrepreneur.com/business-news/ai-could-lead-to-mass-joblessness-within-the-next-5-years/496742

Author: Olaf Huiting 623593oh

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Maybe you’ve already noticed it: when you Google something this month, the results page often shows a summarized answer directly, without the need to click on a link. This is because Google has launched its AI Overviews. 

This is a strong example of digital disruption, which is defined as breaking down industry barriers, creating opportunity while destroying other business models. Traditionally, search engines acted as intermediaries: They promoted websites where publishers posted answers, and consumers clicked through. With AI-generated responses, this model is being disrupted by a substitute that keeps users on Google’s platform instead of sending them to publishers (Grzegorz Piechota, 2017; Li, 2025). This creates opportunities for platforms like Google and risks for the suppliers, so the publishers who fuel the AI bot. Consumers benefit from this shift as they get faster and more relevant answers to their questions. 

The impact is already visible. The Daily Mail reported that “AI Overviews have fuelled a drop in click-through traffic to its sites by as much as 89%” (Sweney, 2025). This shows how quickly a technological shift can reshape industry dynamics, threatening the business models of news organizations that rely heavily on search traffic for visibility and advertising revenue.

Google can see itself as an ecosystem driver. In the ecosystem driver model, companies establish ecosystems by building trading relationships with other providers that offer complementary or even competing services. They provide a platform where participants conduct business, becoming the central hub or even the destination for users (Grzegorz Piechota, 2017; Li, 2025). The AI Overviews strengthen Google’s position, as consumers stay on its platform and publishers’ content fuels the ecosystem without users ever leaving Google. Supply and demand are formed around this platform. 

In my opinion, publishers should start rethinking their models to defend themselves against this threat. By for example, experimenting with AI themselves or building a more direct audience relationship. 

Sources:

Sweney, M. (2025, 10 september). ‘Existential crisis’: how Google’s shift to AI has upended the online news model. The Guardian. https://www.theguardian.com/media/2025/sep/06/existential-crisis-google-use-ai-search-upended-web-publishers-models

Li, T. (2025). Information Strategy Session 2 Theory [Presentatieslides]. Rotterdam School Of Management, Rotterdam, Zuid Holland, Nederland. Canvas. Geraadpleegd op 11 september 2025, van https://canvas.eur.nl/courses/53279/modulesGrzegorz Piechota. (2017, 31 maart). HBS prof. Thales Teixeira: How to respond to the digital disruption? [Video]. YouTube. https://www.youtube.com/watch?v=1SPtPsFoKL8

Author: Fleur van der Plas – 576468