Old school web vs AI hype: the winning bet of a founder

The history of a contrarian choice

In 2022, Craig Campbell sold his e-commerce startup to Shopify. The timing was almost perfect: the AI boom was exploding, and his investors were ready to fund any new project of his. He, however, decided otherwise.

Campbell has chosen to build a website dedicated to historical maps. The project is called Past Maps. It is not an AI application, it is not a SaaS platform, it is not a marketplace. It is, in essence, a website in the most traditional sense of the term.

As reported by The Verge, Campbell ignored the pressure from his former investors. They offered him a «blank check» to launch something related to AI. He preferred to bet on a niche of vertical content, with a specific audience and real demand.

Why this story is also relevant to Italian SMEs

The Campbell case is not an American curiosity. On the contrary, it is a useful mirror for many small and medium-sized Italian businesses that today find themselves facing a similar choice.

On one hand, there's constant pressure to adopt AI tools, transform processes, and chase every new platform. On the other hand, there are still underserved digital market niches where a well-built and optimized website can continuously generate qualified traffic.

Therefore, the strategic question is not «should I use AI or not?». It is, rather, «where is my audience and what are they truly looking for?». This distinction is fundamental for correctly allocating marketing and web development resources.

We of SHM Studio We work with small and medium-sized businesses every day that face exactly this challenge. In many cases, the most effective solution is not the most technologically advanced. It's the one that best fits the target market.

The concept of Google Zero and its real-world impact

The Verge cites the concept of Google Zerothe scenario in which search engines, thanks to generative AI, directly answer user questions without directing them to external sites. Consequently, organic traffic to many sites could drastically decrease.

Campbell was aware of this risk. However, he chose to build it anyway. This suggests that there are types of content and thematic niches that are more resistant to Google Zero pressure.

In particular, content with high visual, historical, or collectible value—such as antique maps—tends to generate specific searches that AI struggles to fully satisfy. Furthermore, they build communities of users with a genuine and recurring interest.

According to the analysis of Gartner, The impact of AI on organic search will differ by industry and query type. Transactional and highly specific searches will maintain a share of direct traffic to sites. Therefore, not all of the web is equally exposed.

Winners and losers in the web ecosystem of 2026

Who risks losing the most in the current context? First, sites that produce generic content, easily replicable by a language model. Second, platforms that have not built a direct relationship with their audience.

On the contrary, web projects with a vertical and recognizable proposition are the ones gathering positive results. Similarly, SMEs that have invested in SEO Your long-tail queries and original content are holding strong.

The Past Maps case falls into this second category. Campbell identified a passionate audience, built a digital experience consistent with their expectations, and worked on organic visibility. Finally, he monetized sustainably without relying on funding rounds.

According to Harvard Business Review, The companies that survive technological disruption are not necessarily the ones that adopt new technology first. They are the ones that understand where their value is difficult to replicate.

SHM Studio Reading: Niches, Content, and Positioning

Campbell's story confirms a thesis we've long held in our analyses: the web isn't dead, but it has become segmented. Therefore, the winning strategy isn't to cover everything, but to effectively cover a specific portion.

For an Italian SME, this translates into some concrete choices. First of all, it is necessary to identify the queries on which your audience searches for specific, not generalist, information. Subsequently, it is necessary to build content that answers those queries with a level of detail that generative AI cannot easily replicate.

The SEO copywriting niche-focused approach, combined with a solid technical website structure, remains one of the most effective investments for SMEs with limited budgets. Similarly, a website Well-designed, fast, and optimized for user experience, it continues to generate value over time.

In addition to this, it is important to consider that paid campaigns — on Google Ads Oh, yes LinkedIn — they work best when they support an already structured organic ecosystem. They don't replace organic presence, they amplify it.

What nobody is saying about the AI hype

There is an aspect that rarely emerges in the public debate on artificial intelligence applied to business. Most SMEs do not need to build an AI product. They need to use digital tools more consistently with their own objectives.

AI can support the SEO, content production, data analysis, and Digital marketing strategy. However, it does not replace clarity on the value proposition and target niche. These elements remain human and strategic.

Campbell understood this before many others. He used his technical expertise not to build yet another AI platform, but to identify a concrete opportunity in an uncrowded market. So, the lesson isn't «avoid AI.» It's «use every tool in the right place.».

For SMEs looking to delve into how to position themselves effectively in today's digital landscape, the starting point is always an honest analysis of their own market. AI services What we propose and our approach to digital marketing They always start from this premise.

Next moves: what can an SME do today

In light of this situation, what are the most sensible moves for an Italian SME in the second quarter of 2026?

• Niche Audit: Verify if there are specific queries in your sector that are still underserved by the competition and not yet «cannibalized» by generative AI.
• Vertical content investment: produce content with a level of specificity and originality that language models cannot easily replicate. The Specialized copywriting it is a key tool in this direction.
• Website technical structure one website Slow, unoptimized, or confusing architecture negates any content efforts. The technical foundation comes first.
• Channel diversification don't depend exclusively on organic traffic from Google. Build a presence on LinkedIn or via direct newsletters reduces exposure to Google Zero risk.
• Continuous measurement monitor engagement metrics, user return rate, and traffic quality, not just volume. These indicators reveal whether the chosen niche truly has a loyal audience.

For those who wish to discuss these topics with a consultative approach, the SHM Studio team is available through the page contacts. Furthermore, on the blog We regularly publish analyses on these topics for the Italian market.