Recently, a controversial yet fascinating concept has been sparking discussions among digital marketers, tech experts, and leading figures in the online business. You can hear the whispering about the Dead Internet Theory while sitting at conference roundtables or even scrolling through industry forums, tuning into tech podcasts, or engaging in late-night Twitter (X) debates among digital insiders.

What does Dead Internet mean?

The Dead Internet Theory suggests that much of the content we see online today – articles, social media posts, comments, and even entire websites – is no longer created (or curated) by humans but by AI-powered bots. According to the University of New South Wales, these AI agents generate posts, images, and engagement (likes, shares, and comments) to manipulate platform algorithms.

The theory goes even further, claiming that many of the accounts interacting with this content are also AI-driven, creating an artificial loop of engagement that lacks human participation and purpose, raising concerns about authenticity and the future of digital spaces.

While it may sound like a conspiracy theory, it's not far from reality. Today, AI can generate content at a scale and speed that no human can compete with. The question for online businesses and digital marketing is clear: If the internet becomes flooded with bot-generated content, what does that mean for a brand's content marketing strategies;

How will user experience evolve, and what will it mean for the quality of online information?

AI-Generated Content: Innovation or information overload?

Artificial intelligence has clearly transformed how we search for and create content. Platforms like ChatGPT, Gemini, Copy.ai, and many others emerging rapidly enable brands to produce articles, product descriptions, and social media posts with minimal effort.

However, when content creation becomes automated and mass-produced, it leads to information overload, which can negatively impact the quality and authenticity of the content.

This has two main consequences:

Declining trust: Users are becoming more skeptical about the reliability of online content since it’s often unclear whether it was written by a human or AI.

Unfair Competition in SEO: AI-generated content can be optimized for keywords, distorting SERP status quo and online business dynamics – even if only temporarily.

I want to elaborate a bit more on the second point. Quality content always wins. Always. The issue is that when the ranking algorithm tests AI-generated websites in top positions for one to two months, it pushes other business websites further down. This results in lost traffic and revenue for these businesses that previously held those spots.

Even if we already know that our organic rankings will eventually recover, those two months of lost organic traffic mean revenue that never made it into the business. And we all understand the potential consequences of that.

Content Marketer and info curation

So, what’s the takeaway here? That this conversation isn’t black and white. Avoiding AI entirely or relying solely on it isn’t the answer.

As AI becomes more widely adopted, the human element is more essential than ever. Rather than viewing AI as a threat, we should harness its potential strategically.

The modern content marketer won’t just be a content creator; they’ll be a curator and a decision-maker.

Curation vs. Creation: The rise of AI-driven content production shifts the human role from creation to management and refinement. Marketers must evaluate, select, enhance, and approve high-quality AI-generated content to maintain standards and relevance.
Authenticity & Brand Voice: AI tools can generate content, but they lack a deep understanding of brand identity. Human oversight is essential to ensure authenticity, consistency, and alignment with the brand’s messaging.
Decision-Making & Ethics: As AI-generated content becomes more prevalent, ethical concerns arise, such as misinformation and AI-driven plagiarism. Marketers must take the lead in ensuring content accuracy, credibility, and alignment with the brand’s values.

Conclusion

We can absolutely keep the internet "alive". However, businesses should adapt properly to prevent the online world from turning into a vast ocean of recycled, poorly written, and meaningless content.

The solution is not to reject AI but to use it strategically. The online businesses that will thrive in the era of AI-generated content are those that invest in quality, human oversight, and authenticity.

AI can generate content, but it’s humans who decide what gets published, who reads it, and what purpose it serves.

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The "Dead Internet" Theory: Hype or real risk for online businesses?

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