Why free AI access is a double-edged sword for India’s GenAI landscape

MNC Generative AI models' decision to offer free access to their latest models, including Perplexity, ChatGPT, Gemini, Grok, and Llama, to certain segments of users in India marks a significant move to capture the lucrative Indian market. This move is likely to have a profound impact on website owners, particularly those in India, as it may lead to an influx of AI-generated traffic from these free models. Website owners may see an increase in bot traffic, which can be both beneficial and detrimental to their online presence. On one hand, it can drive up engagement metrics, but on the other hand, it can also lead to an increase in spam comments, fake user accounts, and skewed analytics data. To navigate this new landscape, website owners should take proactive steps to track and manage AI bot traffic. Firstly, they should regularly update their llms.txt files to ensure that they are blocking or allowing the correct AI models. Secondly, they should monitor their website analytics closely to detect any unusual patterns of traffic that may indicate AI-generated activity. Lastly, they should consider implementing AI-detection tools to differentiate between human and bot traffic, allowing them to make informed decisions about their online content and engagement strategies.