Is the Internet Dying? What AI Content Means for Marketing

We came across a video that left us both laughing and thinking. It started as a clickbait-style parody—“I left my husband and kids to be the third wife of a billionaire from Dubai”—and ended with a deeper commentary on something called the Dead Internet Theory. And as marketers, we have to talk about it.

What Is the Dead Internet Theory?

The “Dead Internet Theory” suggests that a majority of the content online will soon be—or already is—AI-generated rather than human-made. That’s not just a fringe conspiracy. Scroll through social media, and you’ll find full AI-generated accounts: fake stories, deepfake images, synthetic voices, and product links leading to affiliate pages.

These accounts rake in millions of views, and in many cases, they’re only getting more believable.

Will People Care?

Right now, we believe they do. Most of us can still spot the uncanny valley—that slightly off mouth movement, a robotic cadence in speech, or the lack of emotional nuance in the eyes. Something just feels... off.

But the truth is, AI is improving at breakneck speed. A year ago, we could laugh it off. Now? It’s getting harder to tell the difference. The time will come when AI content will be nearly indistinguishable from real human creations—and that will change everything.

The “Made by Humans” Movement

Some creators, like the podcast hosts of Mind Pump, are already countering this trend by emphasizing that their content is “authentically human-made.” As AI takes over the internet, we think there will be growing demand for real stories, real faces, and real experience.

Human content may become a premium. In the same way vinyl records made a comeback, we think “authentic” will become a marketing asset.

What Does This Mean for Marketers?

If you’re running a business or building a brand, here’s the takeaway:

• AI content can scale, but trust is human. Audiences will sniff out what’s fake or soulless. If your content has a face, a voice, a point of view—lean into it.

• Use AI to enhance, not replace. Yes, use AI tools to brainstorm, draft, or test. But add your story, your voice, your values. That’s what will resonate long-term.

• Transparency may become a differentiator. Imagine a future where “Certified Human Content” becomes a badge of trust. It’s not as far-fetched as it sounds.

Final Thoughts

Right now, AI-generated content might still give people the heebie-jeebies. But the tech is getting better. And while we’re not ready to live in a fully AI-curated internet, it’s clear that the lines are already starting to blur.

Marketers and brands need to decide now: Are you going to be just another algorithm-churned content machine—or are you going to be something real?