Online Ireland is a Bot Farm

Bad news for democracy, advertisers and you.

The Dead Internet Theory

The Dead Internet Theory is a conspiracy theory that, like all good conspiracy theories, has elements of truth. It posits that a significant portion, and perhaps the majority, of the internet has been generated by artificial intelligence, bots, and automated scripts, rather than by real human users. Its core claim is that the once “vibrant, human-run internet” of the past is largely dead, and what we experience now is a sterile, algorithmically-managed simulation designed for control, manipulation, and profit. Sounds and feels familiar, right?

Proponents point to a shift that took hold around the mid-2010s. They argue that real human presence has staled or shrunk, while sophisticated bots are multiplying, AI-generated content floods every corner of the web—from social media posts to comment sections and entire websites. These are not just idle digital phantoms but purpose-built entities designed to maximise engagement, dominate search results, and drown out au…