Matthew Berman Forecasts 'Great Decoupling,' Urges Publishers to Build Dual Websites for AI and Humans

Matthew Berman, a prominent AI enthusiast and founder of Forward Future, has ignited discussion across the tech industry with a recent social media post predicting a fundamental shift in how humans and artificial intelligence agents interact with the internet. Berman asserted that "Publishers need to create two websites: one for agents and one for humans," signaling an inevitable evolution in web infrastructure. This call comes amidst what he terms "The GREAT DECOUPLING," where the traditional relationship between users and online content is rapidly changing due to advanced AI.

Berman elaborated on this transformation, highlighting the emergence of AI-native web browsers such as Perplexity's Comet and OpenAI's Atlas. These browsers allow AI agents to increasingly perform traditional web browsing tasks, integrating AI directly into user workflows and potentially altering internet consumption habits faster than current website designs can adapt. He noted that while agents initially learn to use human-designed sites, the next logical step will be sites crafted specifically for AI.

The implications for content monetization are significant, as Berman explained that "Monetization will need a total rethink." With AI agents browsing and summarizing content, human traffic to publisher sites—the basis for most CPM-based advertising—is expected to decline drastically. This necessitates exploring new economic models, potentially involving micro-transactions between agents and publishers for content access, akin to the music industry's shift to streaming.

Furthermore, Berman warned of the broader societal impact, stating, "The web is filling up with AI slop, and before long, agents might be the only way to get the signal through the noise." This reliance on AI for information filtering raises concerns about a "single AI layer" potentially deciding what information users see, creating an echo chamber effect on a much larger scale than currently observed on social media platforms. He also pointed out OpenAI's growing central role, potentially becoming the primary gateway to the internet and computing itself.

As an engineer and AI expert with a popular YouTube channel and newsletter dedicated to AI education, Matthew Berman's insights are closely watched by the tech community. His prediction underscores the urgent need for publishers and developers to consider a dual web strategy, preparing for a future where AI agents are as significant an audience as human users.