Dead Internet Theory - should marketers care?

Dead Internet Theory first landed mainstream coverage in the Atlantic in 2021. But what is it, how has it evolved, and why should you give a…

What the heck?

Yup, this once fringe theory is getting increasing traction. Essentially it’s the idea that such a significant proportion of online content is generated by AI, bots, and algorithms serving corporate or government interests, rather than by human users that the internet is effectively dead.

The concern is that the dominance of non-human actors presents a troubling challenge to the long-term viability of digital culture, and society at large. It suggests that the internet has transitioned from a dynamic space of human creativity and interaction to a hollowed-out simulation, curated and manipulated by unseen hands.

As bleak and conspiracy theory laden as that sounds, it’s grounded in repeatedly observed truths, and with over 80% of ad spend now digital, it comes with significant watch outs for marketers and their agencies.

About 50% of Internet Traffic is Non-Human – So Prioritise Quality Over Quantity

The Reality: A massive portion of internet traffic isn’t real people, it’s bots. Some of these bots are relatively harmless (like Google’s web crawlers), but others distort ad performance, fake engagement, and manipulate social proof.

What Marketers Should Do:

✅ Rebalance digital ad spend – The recent Profit Ability 2.0 study suggests that there’s 2-3x over investment in social. With generic display also getting more investment than is in the best interest of advertisers. Shift budget towards high attention channels, non-digital direct response campaigns, and placements where real audiences and meaningful interactions drive business impact.

✅ Reduce reliance on vanity metrics – Impressions and clicks can be inflated by bots and don’t guarantee real engagement. Don’t get blinded by the perception of scale. Prioritise measurable, human-driven outcomes instead.

✅ Use bot-detection & verification tools – There are solutions out there that are independent and focused on helping advertisers get the best value for their digital investments. Platforms and practitioners like FouAnalytics, Adalytics, and TrafficGuard help filter out fraudulent traffic and ensure you're paying to reach real audiences.

Social Media is Algorithm-Driven, Not User-Driven – So Build Communities, Not Just Content

The Reality: Not so much a reality check, as we all know this, but worth re-stating. The average user doesn’t control what they see. Platforms prioritise content that maximises engagement, often pushing AI-generated, rage-bait, or heavily boosted posts over organic human interaction.

What Marketers Should Do:

✅ Reduce reliance on rented platforms – Instead of fighting an algorithm for visibility, own your audience through newsletters, fan and special interest groups, brand communities, and direct channels where human attention is more deliberate and valuable.

✅ Create experiences, not just content – Rather than endlessly feeding social media with short-term attention hacks, invest in IRL activations, experiential marketing, and hybrid digital-physical experiences that people actually care about.

✅ Use AI to hack the algorithm on your terms – AI isn't just the enemy. Use it intelligently to optimise content distribution, personalise customer interactions, and automate back-end processes so your marketing team can focus on high-impact human engagement.

AI-Generated Content is Flooding the Web – So Invest in Authenticity & Human Creativity

The Reality: The internet isn’t “dead,” but it is more synthetic than ever. AI-generated blogs, deepfake influencers, and auto-generated reviews make it harder for brands to stand out with authentic human connection.

What Marketers Should Do:

✅ Go beyond content marketing – Everyone is using AI to mass-produce content. The brands that win will be the ones that invest in experiences, personality, and creative campaigns that resonate on a human level. For example the brands that allow their social teams to communicate in real time with their audiences will win vs those that require layers of approval.

✅ Leverage AI as a tool, not a crutch – AI can supercharge efficiency but shouldn’t replace human insight. Use it for data analysis, trend prediction, and content augmentation, but make sure your brand voice and strategy remain distinctively human.

✅ Find where human attention still thrives – Podcasts, live events, in-person experiences, and highly curated online communities (e.g., Discord, private Slack or WhatsApp groups) offer real, human interaction that’s increasingly scarce in mainstream digital spaces

The Internet Isn’t Dead. It’s Just More “Botty”

Dead Internet Theory doesn’t need to be a scary bit of doom-mongering. Instead it’s a helpful prompt for recalibrating how we think about digital culture. The internet still works for brands that understand:

• Real attention is more valuable than ever. Treat it like a premium asset, not an unlimited commodity.
• AI and bots aren’t the enemy. Use automation smartly to free up time for high-value engagement.
• Offline and hybrid experiences will be key differentiators. Brands that create tangible, real-world impact will stand out in a sea of AI noise.

Marketers who adapt won’t just survive this shift. They’ll be the ones defining the future of digital culture.