I think the next decade will include a shift where we acknowledge that the web is a dark forest and we stop trying to block the scams/propagandists/malware/ads specifically and instead we start blocking everything that isn't signed by somebody we've met in person and trust explicitly (or somebody that they have met in person, etc...).
We're going to have to learn a new kind of hygiene.
That's already here for me, and others I believe as the most interesting communication has moved to group chats. The open web is for advertising, and the best LLMs will be for information retrieval.
I'm a bit doubtful. You're seeing my words... do you have data on the transitive trust path between you and I? In the world I'm describing your browser wouldn't render this text unless it had confirmed that path decided that it was acceptable.
I'm exaggerating a bit, but the broad outline is essentially there already I think. The move to walled gardens everywhere (if we call this site a walled garden) is the first move almost everyone has made in terms of where they allocate attention. I think people will just move to smaller and smaller circles of interactions they trust (discord/group chats) especially if you don't need to query the open web for information anymore, and you trust an LLM agent for information retrieval / commerce.
I don't trust LLMs with the truth. I think they are an amazing tool for !!!generating!!! text; but they're wholly untethered from any sort of ground truth. Unfortunately what will happen, and I hate being right about, is that LLMs on everyone's phones will give dumbasses their own personal conspiracy/radicalization machine. You can generate all the text and images you'd ever want to give yourself the thrill of hate without any tether to reality.
We're going to have to learn a new kind of hygiene.