The Silent Farm: Bots, Public Perception, and the Invisible Beneficiary
There is a moment when a number stops being a statistic and becomes a symptom. That moment, as far as the internet is concerned, has already passed. It passed without newspaper headlines, without political declarations, without any institutional response remotely proportional to its gravity.
In 2024, for the first time in a decade, automated traffic surpassed human activity online. More than half of everything circulating on the internet — 51 per cent, according to Imperva's annual Bad Bot Report — was produced by no human hand, observed by no human eye, driven by no human intention. It was produced by machines that imitate people. Machines that comment, distribute likes, create accounts, spread messages, simulate consensus, and construct — with the tireless patience of a mechanism that never sleeps — a parallel reality in which no one knows with any certainty who they are actually talking to.
This is not a metaphor. It is a cybersecurity report. And its implications extend far beyond the world of IT.
Before 51%: How We Got Here
The internet was not born with bots. It was born with people who dreamed of a global network of knowledge — a space where ideas might travel freely and conversation transcend borders. The first bots arrived quietly, in the shadow of that dream: simple programmes that indexed pages, dispatched automated notifications, responded to elementary commands.
They were tools. Neutral, in principle.
The transformation was gradual. Social media platforms came to understand that engagement — not truth, not the quality of conversation, but raw emotional reaction, any form of activity at all — was their currency of exchange. And once someone grasped that bots could generate engagement on an industrial scale, they became instruments of power.
By 2023, nearly half of all global internet traffic — 49.6 per cent, according to the same Imperva research — was already coming from automated sources. The highest level recorded since the company began monitoring the phenomenon a decade earlier. A year later, the 50 per cent threshold was crossed. This trend is neither accidental nor reversible through individual vigilance alone.