The AI Bubble Will Pop: Your Website is Your Digital Bunker!

Rich Keller • November 12, 2025

"Why bother with a great website when the search giant is actively trying to keep people off it?"

Listen, I get it. We're living in the Age of Artificial Intelligence, where Google has swapped out the ten blue links for a smug, all-knowing paragraph of AI-generated content that supposedly answers your every question. Who needs to click through to a website anymore? Users are getting instant gratification, and the rest of us are watching our traffic plummet like a lead balloon.

The cynical side of me (the one that runs on strong coffee and questionable investment choices) whispers, "Why bother with a great website when the search giant is actively trying to keep people off it?"

But here's the thing, and you should probably sit down for this. The current AI "gold rush" has all the hallmarks of a bubble ready to burst. And when it does, you'll need a proper foundation.

The Siren Song of AI Slop 🤖

We're in a phase where a lot of AI-generated content is, frankly, digital "slop." It's derivative, it's often wrong (we call that "hallucinating," which is a fancy word for "making stuff up"), and it's built on a business model that is currently hemorrhaging cash like a leaky faucet.

Let's look at the facts:

The Content Problem: AI is primarily trained on the web we built. If it keeps eating its own tail, the content it generates is going to get increasingly bland, repetitive, and stale. Imagine a chef who only uses other chefs' leftovers. Eventually, everyone's going to be eating lukewarm casserole.

The Cost Problem: Running these massive AI models takes obscene amounts of computing power—think of the electricity bill, not just the development cost. Wall Street is currently giddy, but when the VCs start demanding actual profit instead of just hype, the party is going to end. It always does.

The crash is coming, folks. I'm calling it: no later than Q3 2026 (or maybe tomorrow, I’m an expert, not a psychic).

Why Your Website is Your Digital Lifeboat 🚢

When the dust settles and people realize that trusting a chatbot to book their next vacation or diagnose a rash was a terrible idea, they'll come looking for originality, expertise, and authority.

And where do they find that? Your website.

Here’s why ignoring your website right now is like selling all your clothes because the AI said it's never going to rain:

You Own It (The Landlord Can’t Evict You): Your website is owned media. Google can change its algorithm on a whim, social media platforms can ban you, but nobody can take your domain name (unless you forget to pay the bill, but that's on you). It’s your headquarters, your digital bunker, and the one place where you control the entire experience and the data.
The AI is Starving: The better your original, high-quality content is now, the more likely the AI will be forced to cite you (even in its summary). You become a trusted source—the digital equivalent of the one library book the AI hasn't completely plagiarized yet.
The Final Transaction: AI can summarize, but it can't close the deal. When a potential customer is ready to buy, book, or call you, they need a clean, professional, and trustworthy landing spot. No one wants to hand over their credit card details to a sentient Wikipedia entry. Your website is the only place that builds true trust and executes the conversion.
Branded Search is King: Even now, people who know who you are search for you by name. This is called branded search, and it’s traffic straight to your digital front door. Your website needs to give them the VIP experience in those crucial few seconds. If your site looks like it was designed in 1998, the AI won't be the only thing laughing at you.

Don't Be a Digital Dinosaur (Pre-Burst)

The smartest move you can make right now isn't chasing every shiny AI object. It’s doubling down on the one thing you can truly control: your website. Make it fast, make it clear, make it the single best expression of your brand expertise.

When the inevitable "AI Winter" hits, the businesses that survive will be the ones that never stopped prioritizing their owned platform. You don't want to be scrambling to build a lifeboat when the Titanic of hype starts listing.

Ready to make your website the sturdy, un-poppable core of your business strategy? Ready to navigate this ridiculous AI bubble like the experienced pro you are?