What's the future of landing pages for building organic traffic?

I've spent the past 10 years watching startups build landing pages and driving organic traffic to them. This used to be an acceptable way to build inbound for business; and it worked.

But now, Google's trying to keep all the clicks to itself with AI Mode; and getting referrals from ChatGPT requires more than just SEO.

Social media, IMHO is shifting to 'pay for clicks'.

I wish to know what are my fellow founders doing to get organic traffic?