Why Bots, AI‑Generated Content and Algorithmic Amplification Matter for Modern Marketers
In 2021 a long, conspiratorial forum post claimed that the web quietly "died" around 2016 and is now propped up almost entirely by bots and algorithm‑generated content. The idea spread to Reddit, X and even mainstream outlets such as The Guardian, which described it as the unsettling sense that "most of what we see online isn't made by humans any more" (theguardian.com).
Although the full conspiracy (governments conspiring to gas‑light everyone with AI content) is far‑fetched, the theory resonates because it exaggerates two genuine trends:
| Year | Milestone | Why It Matters |
|---|---|---|
| 2013 | Google estimates that half of YouTube views are bots (internal memo leak) | Platform starts tuning algorithms to discount suspected non-human signals. |
| 2016 | First major deep-fake videos appear on Reddit | Synthetic media becomes accessible to hobbyists. |
| 2018 | New York Magazine asks "How Much of the Internet Is Fake?" and answers "A lot" | Public realises metrics such as views and likes can be manufactured. |
| 2022-23 | LLMs like ChatGPT spawn an explosion of AI-generated books, articles & spam, forcing some publishers to pause submissions | Cheap text generation lowers the cost of content to near-zero. |
| 2024-25 | Social-commerce platforms roll out "AI agents" to seed conversations and customer Q&A | The line between helpful assistant and fake engagement blurs further. |
Myth #1 – "Nobody is online any more."
Reality: Real humans generate trillions of genuine interactions each day. The problem is signal‑to‑noise — we are increasingly outnumbered by automated actors in low‑friction channels (e.g., X hashtag threads or comment sections).
Myth #2 – "AI content is always low quality."
Reality: Large‑language models can produce both garbage and genuinely useful copy. Quality depends on incentives; when platforms reward novelty, depth and dwell‑time (not just clicks), good content still wins.
Myth #3 – "Marketers can't trust any metric."
Reality: First‑party data (CRM, converted‑lead tracking, offline sales) remains robust. It's proxy metrics (impressions, generic clicks, fake followers) that need tighter scrutiny.
The original Reddit post that sparked the dead‑internet conversation was labelled "ridiculous but possibly not that ridiculous" by The Atlantic (theatlantic.com). That ambivalence is the point: the web is neither alive nor dead, but in 2025 it is undeniably crowded.
For customers, that means more noise. For ethical marketers, it is an opportunity: real expertise and genuine stories cut through synthetic sludge faster than ever — as long as you measure what matters and stay relentlessly human‑centred.
Need help implementing professional digital marketing strategies that prioritize authenticity? Consider a free marketing strategy review to assess your digital marketing approach and ensure your business stands out in an increasingly synthetic online landscape.
