For years, the tech world has been defined by the enormous success of platforms such as Facebook, Twitter, and Instagram, which have enabled millions of businesses—including homegrown creators on the platforms—to build value from their audiences. But with the rise of AI, changes to the underlying algorithms, and the ubiquity of creators today, the social web has reached an inflection point. What is likely to develop in its place, and what kinds of creators and businesses will profit going forward?