As a regular social media user, I often find myself sinking into my Facebook feed, scrolling through post after post, only intending to check a single notification. Lately, though, something has been disrupting my peaceful scrolls.
I’ve noticed an influx of strange, almost surreal images popping up—everything from 120-year-old grandmas baking masterpieces to bizarre Jesus-shrimp hybrids. And the kicker? These images are getting thousands of likes and comments, many with genuine-sounding messages like “Happy Birthday!” or “Amen!”
To the casual observer, these posts might seem miraculous. But to the trained eye, they’re obvious examples of images generated by artificial intelligence (AI).
Enter the “Dead Internet Theory,” a chilling concept suggesting that most of the internet, including social media, is no longer governed by humans. Instead, it’s believed that bots and AI are creating and interacting with the majority of the content we see.
But I’m real, and you’re real—so is there any truth to the Dead Internet Theory? More importantly, what does it mean for businesses trying to build a genuine online presence?
When Did the “Dead Internet” Idea Start?
The Dead Internet Theory began to take shape around 2021, even before tools like ChatGPT went mainstream. By then, internet users were noticing a decline in authentic, human-created content, with algorithms taking over. Posters were receiving likes and engagement for recycling viral images, videos, and ideas, almost like robots themselves.
Then, in 2022, the emergence of DALL·E and Midjourney put the power to generate realistic, yet entirely fake, images into anyone’s hands. This created a massive surge in “AI slop”—content produced by both people and bots that was designed solely to farm engagement. As the theory gained momentum, the idea of a “dead” internet started to feel uncomfortably real.
While this may sound extreme, it’s not entirely out of the realm of possibility. We already know that bots account for a large chunk of online activity. According to a 2024 report by Imperva, nearly 50% of internet traffic comes from non-human sources like search engine crawlers, spam bots, and automated scripts. So, has AI truly “killed” the internet?
Should Business Owners Embrace AI?
For businesses looking to enhance their digital marketing, content creation, and branding, AI-generated content presents both exciting opportunities and significant challenges. While AI can be a valuable tool, relying on it too much can result in a soulless, unoriginal online experience.
- Lack of Personality in Writing
AI can imitate human writing, but it struggles to capture originality, emotion, and personal experiences. Articles generated by algorithms might check off all the right keywords, but they often lack the depth and personality needed to connect with real readers. In marketing, authenticity is key and people respond to real, human voices. - The SEO Dilemma
Search engines like Google prioritise high-quality, valuable content. While AI can churn out articles quickly, much of it tends to be rehashed, generic, and lacking in meaningful insights. Google has already started taking steps to penalise AI-generated content that doesn’t offer real expertise or experience. Businesses that rely on mass-produced AI content risk harming their credibility and SEO rankings. - Trust and Engagement
If people start feeling like everything online is artificial, trust in digital content could quickly diminish. Users want to connect with real voices—not faceless AI. Brands that prioritise human-driven content—whether through storytelling, unique insights, or authentic interaction—will be better positioned to stand out in an increasingly automated space.
Can Human-Driven Content Survive?
Despite AI’s rise, people still crave genuine human connection. This is why real, high-quality work will continue to hold value in the digital space—for now, at least.
Human creativity is unpredictable, emotional, and personal, something AI still struggles to replicate. While AI can remix and reimagine existing ideas, it lacks the ability to introduce fresh perspectives or completely original thoughts.
AI isn’t going anywhere, and that’s not necessarily a bad thing. When used wisely, it can enhance creativity, streamline processes, and provide valuable insights. But AI should be a tool to support human effort—not replace it.
What Should I Do Instead?
The internet isn’t dead. But if we let AI dominate every corner of online communication, it might start to feel that way.
At Eyeweb, we focus on quality over quantity, embrace originality, and understand that every screen hides a person looking to connect. If you need help building trust with your customers and attracting new leads with high-quality digital marketing and web design, get in touch with us today.
