Unveiling the Future of Knowledge: Secrets from Frankfurt Book Fair 2026 Revealed
This also shapes my view of “zero-click” discovery. Lost traffic and attribution matter, but I’m not convinced that zero click must mean zero value. As agents help compare evidence, analyze problems, and complete tasks, trusted content could contribute beyond the initial search. That might create new licensed usage even without a website visit. It is an opportunity, not a guarantee — and it requires us to measure contribution beyond clicks.
Trust must be built into both the product and the infrastructure
“Trust” was one of the words I heard most often at Frankfurt. Beyond peer review and integrity, the question was whether people could confidently work with AI-powered tools.
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