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How much of the internet is written by AI — and what does that have to do with growing your top-line revenue and scaling your business? The answer might surprise you.
My name is Krista Hollingsworth. I’m the founder of helpUgrowcro.com, and I work with founders and business leaders to help them grow their revenue and scale their businesses.
Today I’m sharing what we call internally “business musings,” that is, insights drawn from the information we gather every day from the Financial Times, New York Times, Wall Street Journal, Bloomberg, Substack, TDLR, and more.
Recently, I came across a study published by Pew Research Center1 titled, “How Much of the Internet Is Written With AI.”[1] The authors studied the volume of AI-authored content online since 2022, when ChatGPT first became available to the public.
When they looked across the web at sites that have a .com, .edu, .gov, and .gov they found that about 10% of online content had been authored by AI. [2]
And when they narrowed it to just .com sites that number jumped to over 30%, which in my opinion, is very high. A colleague of mine guessed it might be as high as 80%, so 30% may sound lower by comparison, but it’s still significant.
What is Domain Expertise and Why Is It Important
AI is a competitor if you’re not using it appropriately as a tool.
I’m “musing” about the implications of this study, because I’m currently working on a benchmarking project for a client where AI authorship has become an obstacle.
For research and benchmarking projects, my team will use Claude, ChatGPT, and Gemini to help find credible information which we will then work to verify.
However, during the research phase for this project, I noticed that the information I was directed to, were sites that seemed AI-authored, which made them difficult to trust and verify.
What I needed were institutional sites with domain expertise.
Domain expertise is, “…specialized knowledge and experience in a particular field, enabling informed decision-making, innovation, and problem-solving.”[3]
So, my research directed me back to trade organizations and buying groups. These groups tend to survey their own members and work from their own internal data. The peer data they gather can be very valuable.
Lean into your expertise
You have domain expertise. I have domain expertise. This is important because as more people rely on AI for research, it will be more difficult for them to verify what they find.
That is, your customers, prospects, and colleagues will increasingly turn to those with demonstratable expertise to verify information that they are fed by AI.
A friend of mine who’s an attorney had exactly this happen. A client brought her something they’d created through ChatGPT and asked her to review it because she is the domain expert.
So, make sure that when your clients and prospects are ready to speak with an expert, you’re the first person or organization they reach out to.
An easy way to demonstrate your domain expertise.
So how do you demonstrate your domain expertise and get ahead of AI?
One great way is to produce and publish case studies. Share them in your newsletter or turn them into a whitepaper to share with your best referral partners.
I’m sure your marketing team has been asking to interview your clients for case studies — this kind of work is going to matter more and more. It positions you against AI, because AI is a competitor if you’re not using it appropriately as a tool.
That’s what I wanted to share. If you have any business musings or comments, I’d love to hear from you.
Citations
[1] How Much of the Internet Is Written With AI? | Pew Research Center
[2] Based on a random sample of 10,000 webpages collected in July 2026. See referenced article for more information.
[3] Domain Expertise: Definition, Importance, and Industry Applications
If you’re an owner, president, or leader of a small or midsized company and you want to identify key areas to grow and/or scale your topline revenue then let’s talk.
Email me directly at Krista@helpugrowcro.com or schedule a discovery call at https://calendly.com/helpugrowcro/30min