Dead Internet Theory – Is the Internet still ‘alive’?
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Dead Internet Theory suggests much of what we now see online (content, comments, even engagement) is no longer human. Bots and AI tools are flooding the web with synthetic activity, raising questions about trust and authenticity.
Some studies estimate that bots account for up to 50% of all internet traffic. During Elon Musk’s 2022 acquisition of Twitter, it was suggested that 5 to 30% of accounts on the platform were bots.
AI-generated content is spreading quickly, from blog posts to product reviews to social replies. It is becoming harder to tell what is real, while platforms continue to reward whatever drives clicks, regardless of origin. At the same time, a growing risk of recursion is emerging: AI systems trained on content created by other AIs, creating feedback loops that erode originality, distort meaning and accelerate digital decay.
While the theory itself edges into conspiracy, it reflects a real shift. The human web is being diluted by automation. For brands, this means rethinking what genuine interaction looks like and how to design for trust in an age of artificial influence.
The internet is not dead. But parts of it are becoming less human.
