The monetisation Paradox of Agentic Search

Article BSc/MSc Staff Writer 20/01/2026 

Executive Summary

For two decades, Google's "Cash Cow" was the Search Result Page (SERP). Revenue was a function of "information scent", the psychological drive that makes a user click a link to find an answer. However, Generative AI (and the 2026 rollout of AI Mode) creates a "Zeroc Click" environment. Why...This article is designed to solve the core challenge: How do you monetise an answer when you're historically only monetising the journey?