For the past seven to eight years, a theory known as the “Dead Internet” has been circulating in conspiracy circles. This theory proposes that the authentic, human-generated content that characterised the internet in the 1990s and early 2000s has largely been replaced by content created by artificial intelligence. As a result, the internet is considered “dead” in the sense that most content consumed today is not produced by humans.

The theory further suggests that this shift from human to AI-generated content was deliberately orchestrated by governments and corporations to manipulate public perception. While this aspect sounds like the perfect premise for a suspenseful techno-thriller novel, it seems far-fetched to many, including journalists. However, recent developments have lent some credence to the idea that the internet is being overtaken by AI-generated content.

The term “AI slime” has been coined to describe the overwhelming amount of synthetic content on social media platforms. AI’s capabilities have evolved beyond simple bots to creating sophisticated images, videos, and articles. Since the advent of tools like ChatGPT and various AI image generators, there has been a notable increase in AI-generated content on platforms such as Instagram, Facebook, Twitter (X), YouTube, and TikTok. This influx is particularly prominent on TikTok, where AI-generated videos are becoming more common.

Many users, especially from older generations, may not realise that this content is AI-generated. Often, these AI-generated posts receive interaction predominantly from other AI-controlled accounts, which is problematic not only for users but also for advertisers who may end up funding ads that primarily engage AI bots instead of actual potential customers.

In response to this trend, social media platforms are reportedly considering expanding their use of AI-generated content. TikTok, for example, is exploring the creation of virtual influencers to compete for advertising deals, and Instagram is testing a programme to transform top influencers into AI-powered chatbots.

Elon Musk’s approach to managing AI-generated content on Twitter (now known as X) since his acquisition has been somewhat controversial. After taking over Twitter, Musk made significant changes to the platform’s policy on misinformation, which many have argued may exacerbate the spread of AI-generated disinformation. Specifically, he has been criticised for dismantling many of the platform’s previous misinformation safeguards, which could allow for greater proliferation of AI-generated content without adequate checks. Moreover, Musk’s decision to reintroduce and monetise accounts that had previously been banned for spreading misinformation is seen as potentially incentivising the creation and dissemination of low-quality, viral content. This includes AI-generated material that can be particularly deceptive. Despite these criticisms, there are broader movements in the tech industry where companies are signing accords to combat AI-generated misinformation, especially around elections. These accords are intended to foster commitments among tech companies to implement necessary safeguards against the misuse of AI in generating disinformation. However, Musk’s direct actions or strategies to specifically combat AI-generated content on X have not been explicitly detailed in these discussions.

To support the “Dead Internet” theory and the rise of AI-generated content, here are some examples and case studies:

• Increased Presence of AI in Content Creation:
  • Case Study: GPT-3 and GPT-4 in Journalism: Publications like The Guardian have experimented with using OpenAI’s GPT technology to write articles. An example is an editorial entirely generated by GPT-3. The experiment highlighted the potential for AI to produce coherent and contextually relevant text, posing questions about the future role of human journalists.
• AI in Social Media and Influencer Marketing:
  • Case Study: Virtual Influencers on Instagram: Lil Miquela is a virtual influencer created using CGI technology who has amassed millions of followers on Instagram. Brands like Calvin Klein and Prada have partnered with her, showing the commercial viability of AI-generated personalities in marketing campaigns. This indicates a shift towards acceptance of synthetic content in mainstream media.
• Synthetic Media in Advertising:
  • Case Study: Deepfake Technology in Advertising: Several companies have started to use deepfake technology to create more engaging and personalised ad campaigns. For instance, a notable beverage company used AI to resurrect a famous singer’s likeness for a commercial, showcasing how AI can blur the lines between reality and artificiality in media.
• AI-generated Content on Video Platforms:
  • Case Study: TikTok’s AI Algorithms: TikTok has been at the forefront of using sophisticated AI algorithms to curate and generate content. The platform’s ability to personalise feeds based on user interaction patterns significantly influences content creation and consumption. Reports suggest that AI-generated videos are becoming increasingly common, indicating a shift towards automated content production.
• Impact on Perception and Trust:
  • Case Study: AI and Misinformation: During elections and public health crises, AI-generated fake news and deepfakes have proven to be a potent tool for spreading misinformation. Studies have shown that fabricated content can spread faster and be more damaging than traditional false reports, challenging the public’s ability to discern truth in digital spaces.

These examples and case studies illustrate the significant impact AI is having on content creation across various platforms, supporting the concerns raised by the “Dead Internet” theory about the authenticity and integrity of online content.

Reports indicate that by 2026, up to 90% of online content could be synthetically generated by AI. This potential reality suggests that individuals seeking authentic human interactions might soon have to look beyond the internet and return to real-world connections and collaboration.