I will give you a clue, or rather a framework for thinking. Then you can elaborate more. So the imbalance today exists because the search engine uses AI agains

I will give you a clue, or rather a framework for thinking. Then you can elaborate more. So the imbalance today exists because the search engine uses AI against humans. The next phase will be (or should be) AI against AI. The human UI of the search engine will not be used by humans but by an AI representing the human. If you follow this paradigm, you can see how powerless the centerl search engine becomes.