# AI eats the internet middle men | AIMSOO

> As AI become the default user interface, there is less need for intermediaries like listing sites and marketplaces online.

# AI eats the internet middle men

![Martin Bertilsson](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F2n4eq7eq%2Fproduction%2F3408a41979d1ce14248580e418062c28e05b515c-1000x1286.jpg&w=96&q=75)

Martin Bertilsson

CEO

April 14, 2026

![AI eats the internet middle men](/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2F2n4eq7eq%2Fproduction%2F5516311db6bd5b6d387e3a11ad2aa202401d42e7-1198x1313.jpg&w=3840&q=75)

AI in Marketing is far far bigger than just replacing searchTo date, a lot of focus and narrative have gone into AI being a new form of Search. That is wrong. AI operators aren't just replacing search. They're replacing the transaction layer of the web.And a large chunk of the current internet, directories, aggregators, comparison platforms, affiliate networks, exists purely because humans needed help navigating fragmented information. E.g: travel sites exist because humans don’t want to visit 10 airline sites and 20 hotel sites.AI-models don’t need that. They can connect directly with all sources of information and all vendors of anything. And then serve it directly to users the model know better than they users know themselves. No need for middlemen and the value they created will move to the AI-operators instead.So the question isn't "what % of search spend shifts to AI." It's:What % of global commerce transacts through AI interfaces?What take rate do those operators command?What platform revenue gets disintermediated and redirected to them?At even conservative assumptions, the numbers are in the trillions. Several multiples on the combined ad revenue of the juggernauts Google and Meta today.And for this to become real, we don’t need AGI or any of the other magical unlocks that underpins a lot of valuations right now. We just need buyers to adopt AI-model use through various interfaces in their day-to-day. Something that is already happening at break neck speed.Every business on the planet that in any way depends on the internet will be affected. All those businesses first of all need to be connected to the AI based internet and show up. And that is what we do at AIMSOO.

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