Mainstream media warns that AI is killing the internet, but it is actually forcing a necessary evolution. To combat traffic drops caused by AI answering user queries directly, healthcare brands must produce complex, nuanced, and deeply expert content that algorithms cannot easily compress.
“To Beat AI, You Need Content It Cannot Summarize”
Paolo M. Luino, General Manager EMEA of Kitsune and a leading international digital strategy expert, having predicted the crisis of the traditional SEO model, explains the new strategy to remain visible and authoritative in an AI-dominated web: “We must evolve.”
While major national publications echo the alarm over plummeting website traffic and the end of the traditional Internet model, Paolo M. Luino urges brands to look beyond the panic. “Artificial intelligence is not killing the Internet; it is forcing it to evolve. The challenge today is to create content that AI cannot summarize—because it is too complex, thoroughly argued, and rich in value to be condensed into a few lines.”
According to Luino—General Manager EMEA at Kitsune, an international digital marketing network operating in Europe, the United States, and the United Arab Emirates—new AI-based search systems, such as Google’s AI Overviews, are profoundly altering the dynamics of online visibility. “Traffic is dropping not because users have stopped searching, but because they no longer need to click. AI models are answering on behalf of websites. If we do not become the source ourselves, we simply cease to exist.”
The underlying principle, he emphasizes, is simple: artificial intelligences read, interpret, and synthesize what they find. If they find little, they return little. “Only long-form, comprehensive, and up-to-date content remains visible and citable. Algorithms select what is in-depth, coherent, and well-structured. Everything else—short texts, duplicate content, news without context—is pushed to the margins.”
The way out, according to Luino, is to focus on complex, long-tail queries—highly specific and nuanced questions that AI cannot exhaustively answer in a single paragraph. “These are the most valuable searches because they reveal high intent: the people asking them are already deep into a decision-making process and are looking for precise answers. Dominating these queries means attracting highly qualified users while simultaneously demonstrating profound expertise in your industry.”
Focusing on complex searches brings three decisive advantages:
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It generates content that resists automated AI summaries, maintaining direct visibility.
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It intercepts mature users who are ready to make a choice or a purchase.
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It strengthens brand positioning, establishing the company as an authoritative and reliable source.
For Luino, what is currently happening is not a collapse, but the natural selection of the web. “Tactical marketing based on keywords and ephemeral campaigns produces only temporary visibility. The new web rewards substance, not appearance. Companies that invest today in proprietary data, in-depth content, and a cohesive video channel are building a true digital fortress: an asset that endures, regardless of algorithmic shifts.”
In recent months, Luino had already anticipated this evolution with three major interventions that resonated deeply within the digital marketing world. In the first, addressing the impact of AI Overviews, he sounded the alarm on the end of traditional SEO and introduced the concept of Search Ecosystem Optimization—the new frontier that goes beyond search engines to include the entire information ecosystem. In the second, he defined the Content Everywhere model, where every piece of content becomes a strategic asset capable of living across multiple channels. In the third, he presented a definitive playbook for businesses, built on three pillars: proprietary data archives, deep-dive content libraries, and an authoritative video channel.
Today, that trajectory is confirmed by reality. “Those who simply react to the alarm will lose ground. Those who understand the logic of the AI ecosystem and transform it into strategy will conquer authority. Companies must stop chasing keywords and start building knowledge: that is exactly what artificial intelligence recognizes and rewards.”