How one founder’s bet on ‘the old school web’ is paying off
Original reporting by The Verge
Craig Campbell walked away from the torrent of investor money flowing into artificial intelligence, opting instead to build something seemingly anachronistic: a website. A former Meta engineer who recently sold a successful tech venture, Campbell had venture capitalists eager to write him a "blank check" for his next AI startup. Yet, he chose to create Past Maps, a service that allows users to overlay historical maps onto modern ones, revealing how landscapes have transformed. What began as a tool for his metal detecting hobby quickly garnered wider appeal, growing from 20,000 to over 300,000 monthly users.
In an era where Google’s search dominance often eclipses independent sites and AI threatens to consume the open web, Campbell achieved this remarkable growth through organic search—a testament to the "old school web" where useful, niche content finds its audience. Past Maps thrives not on viral trends or investor hype, but on genuine utility for genealogists, history buffs, and the simply curious. Ironically, while Campbell eschewed the AI gold rush for his core product, he strategically employs AI tools to run his operation. From an agent model triaging customer service requests to developing an advanced OCR system for historical maps, AI handles the operational heavy lifting, freeing Campbell to focus on the human spark of creativity and utility. This story isn't just about a unique website; it's a powerful reminder that in a rapidly evolving digital landscape, passion, purpose, and clever application of technology can still carve out sustainable success.
Craig Campbell's journey with Past Maps offers a compelling counter-narrative to the prevailing AI gold rush, demonstrating that sustainable online success can still be built on human ingenuity, niche utility, and organic growth. By sidestepping the allure of venture capital for AI, Campbell has cultivated a thriving business that prioritizes genuine user needs and a robust subscription model, a stark contrast to the ad-dependent web that AI increasingly threatens. His pragmatic embrace of AI tools for operational efficiency — managing customer service and aiding complex OCR tasks — rather than as the core product, highlights a vital distinction: AI as an invaluable enabler for human enterprise, not its wholesale replacement. This model underscores that creativity, problem-solving, and passion remain indispensable in the digital realm.
Enduring web strategies The broader implications of Past Maps' success are significant for content creators and entrepreneurs navigating the evolving digital landscape. In an era where large language models increasingly summarize and curate information, potentially creating "zero-click" experiences that bypass traditional websites, Campbell's model proves that deep, human-curated content catering to passionate communities remains invaluable. It suggests a future where niche, high-value, human-driven platforms, augmented by AI for behind-the-scenes tasks, will not only survive but thrive. This blueprint challenges the pervasive notion that every successful venture must be an "AI company," instead affirming the enduring power of building genuinely useful tools born from personal interest. Campbell’s experience hints at a more resilient, diverse internet, where the "old school web" ethos — focused on utility, community, and direct user value — finds renewed relevance and success amidst the sweeping changes of the AI revolution, charting a course for enduring online presence.
Frequently asked questions
- What is Past Maps and how does it help users explore historical landscapes?
- Past Maps is an online service that allows users to overlay historical maps onto modern geographical views. This functionality helps individuals visualize how specific locations have changed over time, appealing to genealogists, history enthusiasts, and those curious about local heritage. It provides a unique tool for understanding historical geography and urban development, fostering a deeper connection to the past through visual comparison.
- How did Past Maps achieve significant user growth without being an AI startup?
- Past Maps achieved substantial user growth by focusing on genuine utility and organic search, rather than investor hype or viral trends. It caters to a niche audience with a passion for history and geography, demonstrating that valuable, human-curated content can still find a large audience through traditional web strategies and direct user value. Its success highlights the enduring power of building useful tools.
- Does Past Maps use artificial intelligence despite not being an "AI company"?
- Yes, Past Maps strategically employs AI tools for operational efficiency, even though its core product is not AI-driven. AI agents triage customer service requests, and advanced OCR systems process historical maps. This approach frees the creator to focus on product utility and creativity, showcasing AI as an invaluable enabler for human enterprise rather than the primary offering, optimizing behind-the-scenes tasks.