July 8, 2025
AI has seemingly begun to take over the internet, from the launch of AI Mode on Google, to the use of AI resources like DeepAI and ChatGPT for social media content. So, it’s not surprising to hear that AI traffic could soon overtake human traffic online. In fact, some sources say it already has.
AI producing and consuming ever-increasing amounts content poses some interesting questions for marketers and website owners.
For example, if AI is consuming more content than humans, how do we protect our websites from bot traffic? And how do we ensure ad spend isn’t being wasted on AI bot traffic and that our campaign reports are accurate?
In light of this, Sam Altman - founder of Open AI and ChatGPT, recently started a new venture to verify every human on the planet.
Altman stated:
‘We need some way for identifying, authenticating humans in the age of AGI’
His idea - the Orb. This beachball-sized sphere with a camera at its centre maps the unique details of your eye and verifies you as human. Once verified, you will receive a 12,800-digit binary number that provides proof of your humanity. As an incentive, a Worldcoin (approximately $42 or £30) will be transferred to your digital wallet.
The Orb sparks an interesting debate regarding privacy - is human verification now equally, or more, important as privacy?
This is an issue that's particularly problematic for marketers and website owners. After all, we already know that 80% of online ad budget is being wasted on bots, so it seems more important than ever to know whether we're dealing with real humans or AI bots.
The impact of increasing AI traffic could be detrimental to businesses. After all, AI isn’t going to be signing up for newsletters or purchasing products. Less human and more AI traffic could mean a huge decline in leads and conversions, and with search features like AI Overviews massively reducing click-through rates, we’re already seeing the negative effects of AI for business owners.
Advertising companies such as Google need to be offering more transparency to allow business owners to target real customers and report accurately on the success of campaigns. Is the Orb the way forward?
If you’d like expert help navigating your marketing efforts through the AI minefield, get in touch with us today.
