What the Dead Internet Theory Means for Legal Marketing

Picture this: You’re scrolling through your favorite legal forum, catching up on the latest custody battles and property division laws, when suddenly, you realize something unsettling—every comment, every article, every “person” you interact with online might not actually be… well, real.

Welcome to the Dead Internet Theory, a bizarre yet oddly fascinating conspiracy that suggests most of the internet isn’t powered by humans but by bots, AI-generated content, and algorithmic manipulation. It’s the idea that what appears to be a thriving, dynamic online space is actually a ghost town, curated and controlled by artificial intelligence.

Now, before you roll your eyes and return to drafting a scathing divorce petition, let’s take a closer look at why this theory has gained traction—and whether it holds any weight in today’s fast growing AI-driven world.

What is the Dead Internet Theory?

The Dead Internet Theory first surfaced in obscure online forums around 2016, but it took off in 2021 when a post titled “Dead Internet Theory: Most of the Internet is Fake” started making waves. The core argument? The internet has become an illusion, dominated by automated content meant to shape opinions, sell products, and, in more extreme takes, even manipulate public perception on a mass scale.

According to believers, most of what we see—social media posts, news articles, product reviews, even online debates—isn’t written by humans. Instead, it’s AI-generated “slop” designed to push corporate agendas and keep users endlessly scrolling. Dystopian ideas in similar fashion aren’t brand new; they’ve been talked about for decades. 1984 being one major example, as it discusses manufactured realities and fake non-human interactions.

Sounds ridiculous? Maybe. But consider this: In 2024, studies showed that nearly 50% of all internet traffic came from bots. And with AI models like ChatGPT, DALL-E, DeepSeek and SoraAI churning out human-like content in seconds, it’s becoming harder to tell the difference between real and artificial engagement.

“I think one of the most interesting takes I’ve seen on proving this was from a student I worked with. He was brilliant, had years of experience and a PhD – he built a simple tool where you would grab the Amazon URL link to any product, paste it into his tool, and it would tell you how many of the reviews came from the same IP address (a bot). Oftentimes, 20-30% of the product’s 5-star reviews were fake. For a business like Amazon, good reviews are critical to make sales, regardless of true customer satisfaction.” – Kirsten Hall

How the Theory Applies to SEO

If the Dead Internet Theory has any merit, it’s SEO professionals who are feeling its effects firsthand. People have been asking for years “Is SEO Dead?”, as an expert who has watched SEO change over the years… No, it isn’t. But it is much stranger, more difficult and targeted than ever before in 2025. Search engine optimization has always been a battle for visibility, but in the age of AI-generated content, the playing field is shifting—and not necessarily in favor of or against human creators.

Here’s how the theory ties into modern SEO challenges:

1. AI-Generated Content Flooding Search Results

With tools like ChatGPT, Jasper, and Google’s own AI-driven search enhancements, the web is being flooded with AI-generated content optimized purely for algorithms, not humans. Many of these AI-written articles are designed to rank high but often lack depth, originality, or expertise. The result? Genuine, high-quality content from real professionals—like your law firm’s blog—has to fight even harder for attention.

2. Keyword-Stuffed, Low-Value “Slop”

Google has been actively battling low-value, AI-generated content that exists solely to manipulate search rankings. These AI-written articles often:

• Overuse keywords in unnatural ways.
• Provide vague, repetitive, or incorrect information.
• Offer no real insights, just regurgitated facts from elsewhere.

Yet, despite Google’s efforts, this type of content continues to rank. And if search engines prioritize machine-generated articles over real, expert-driven content, the internet starts looking eerily like the Dead Internet Theory’s prediction.

3. Fake Reviews & AI-Generated Local SEO Spam

For law firms, Google Business Profile (GBP) reviews are crucial for local SEO. However, AI-generated reviews (both positive and negative) are on the rise, making it harder for potential clients to trust online ratings. Some firms even use AI-generated reviews to manipulate their rankings—an unethical practice that Google is trying to crack down on but hasn’t fully solved.

Similarly, AI-generated local business listings are cluttering Google Maps. Fake law firms, spam listings, and AI-driven “legal services” dilute the credibility of real attorneys trying to rank in their own cities.

4. Algorithmic Bias & “Echo Chamber” Rankings

The Dead Internet Theory suggests that algorithms control the information we see, and in SEO, that’s a real concern. Search engines and social media platforms prioritize content that keeps users engaged—often favoring viral, clickbaity, or AI-generated articles over nuanced, well-researched legal insights.

For attorneys, this means your high-value legal content could be buried beneath AI-generated “best divorce lawyer in [city]” lists or thin-content legal advice written by non-experts.

5. The Future: SEO vs. AI-Generated Search

Google is shifting toward AI-powered search results (think SGE—Search Generative Experience), which means users may never even click on websites anymore. Instead, AI might scrape and summarize your content without ever sending traffic to your site.

This could make traditional SEO strategies less effective over time. If AI-generated content saturates search results and replaces user-driven exploration, will law firms still be able to reach clients organically?

What Can Attorneys Do?

The Dead Internet Theory might not be entirely true (yet), but AI’s influence on SEO is undeniable. To stay ahead, attorneys should:

• Prioritize authoritative, human-driven content. Google still rewards expertise, experience, authority, and trust (E-E-A-T).
• Leverage video, podcasts, and personalized content. AI can’t replicate your voice, experience, or client testimonials.
• Engage in local SEO beyond Google. Don’t rely solely on search rankings—build credibility through direct referrals, social proof, and offline networking.
• Monitor AI-driven changes in search. Stay on top of Google updates and adjust strategies to maintain visibility.

While AI is reshaping the SEO landscape, one thing remains clear: Real attorneys with real expertise will always have an edge over AI-generated noise—if they know how to stand out.

How the Theory Applies to Social Media

Ever read a tweet and think, Who even talks like that? Or noticed the same weirdly phrased Amazon review across multiple products? You’re not alone.

Proponents of the Dead Internet Theory point to several eerie trends that suggest AI is running the show:

• Bot-Generated Engagement: Likes, shares, and comments often come from fake accounts designed to inflate visibility. This means your “viral” law firm blog post might not be reaching potential clients—it’s just getting boosted by algorithmic trickery.
• AI-Generated News & Content: Some sites mass-produce AI-written articles, often riddled with inaccuracies, but they dominate search results anyway. Ever wonder why Google results feel off lately?
• Fake Product Reviews & Testimonials: Amazon, Yelp, and even legal directories are flooded with fake reviews, making it harder to discern what’s legitimate.

Even social media giants like X (formerly Twitter) and Facebook have acknowledged the rise of bot activity, with some AI-generated posts racking up thousands of engagements—many of which come from other bots.

The Legal Industry and AI’s Role

Okay, but what does this mean for you—a hardworking family attorney navigating custody disputes and divorce settlements?

For one, the legal profession isn’t immune to AI-generated content. AI-written legal articles, fake law firm reviews, and even automated social media accounts claiming to be attorneys are popping up more frequently.

In fact, some law firms have started using AI-powered chatbots to respond to client inquiries. While this can be efficient, it also raises ethical questions: Can an AI-generated response provide sound legal advice? Can a bot be held accountable for misinformation?

And if potential clients are engaging with AI-generated content rather than real attorneys, does that mean human lawyers are getting buried under algorithmic noise?

Is the Internet Actually “Dead”?

Despite the ominous theory, the internet isn’t entirely overrun by bots—at least, not yet. While AI has undoubtedly changed the landscape, human-generated content still plays a major role. But the way we interact online is shifting, and organic engagement is harder to find.

For attorneys, this means being aware of AI-generated misinformation, staying vigilant about online reputation management, and ensuring that the content they produce is both valuable and accurate. With AI-generated legal “advice” on the rise, your role as a real attorney might just be more critical than ever. Clients aren’t looking for robotic legal advice—they want the expertise, empathy, and strategic thinking that only you can provide.

So, while the internet may feel like a dystopian wasteland of bots, deepfake influencers and AI generated images of crustacean Jesus (you read that right), one thing remains true: The need for real human expertise isn’t going away anytime soon.