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Welcome back to The Deep Dive, the show that filters through the noise to deliver the granular insights you need. Today, we're tackling what feels like the biggest identity crisis the internet has ever faced: the "Dead Internet Theory." For years, this was dismissed as a fringe idea, but now, hard data confirms a shocking reality. For the first time in a decade, automated machine traffic has officially surpassed human activity online. The internet is no longer a human-dominated space.
We begin by establishing the facts: the 2025 Imperva Bad Bot Report shows that automated traffic now accounts for a staggering 51% of all web activity. We then drill down further, revealing an even more alarming trend—37% of all internet traffic is from actively malicious bots, a sharp increase from the previous year. We explain how the rapid rise of generative AI has acted as a catalyst, democratizing the ability to launch sophisticated attacks and creating a scary new feedback loop where AI systems learn and adapt to bypass security faster than any human can.
Our investigation goes beyond statistics to explore the profound consequences of this shift. We discuss how the human-made web is dying off, replaced by endless synthetic content. This "link rot" is destroying the original knowledge base of the internet, with over a third of web pages from just a decade ago already gone. This has devastating consequences for open-source intelligence (OSINT), as key sources of real-time human sentiment are now being flooded with AI-generated misinformation, making it impossible to get a genuine read on the world.
Next, we look at the societal impact of machine dominance. In politics, we break down how campaigns are using AI for hyper-personalized micro-targeting to influence voters, undermining the possibility of a shared public debate. We also touch on sensitive issues like the potential for systematic denial of service from major platforms and the clear erosion of fact-checking partnerships, which creates a perfect storm for exploitation by state and non-state actors.
On the economic front, we show how this shift is breaking the fundamental economic contract of the online ad world. With bots not having wallets, over half of all digital ad spending may be going to a worthless audience. We analyze how malicious bots are now targeting the digital plumbing of modern business—APIs—with 44% of advanced bot traffic aiming to exploit business logic for fraud, data theft, and account takeovers. We also reveal how even the travel industry is facing an unprecedented volume of simple, high-volume bot attacks, a direct result of AI lowering the barrier to entry for attackers.
Finally, we bring the crisis down to the personal level. We explore the authenticity crisis in our daily lives, from lawsuits against platforms for using AI chat bots to simulate human romance to the proliferation of fake profiles on dating apps and the constant stream of fraudulent product reviews. This constant need to question authenticity places a huge mental burden on us, leading to a kind of cognitive dissonance and persistent cynicism.
We close with a provocative question. While some see the collapse of the human-driven web as a necessary implosion of a corrupt system, others fear the end of genuine human connection. The irony is that the very tool that created this crisis—generative AI—might also be the tool we use to build an escape hatch. We'll leave you to ponder this: if we need to build new human-centric digital spaces, should we trust the same machine intelligence that created the problem to design the rules for authenticity on the next web?