How Brainrot AI is Upending the Internet w/ Jason Koebler
May 1, 2025
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Jason Koebler, cofounder of 404 Media and journalist, dives into the quirky world of AI-generated content and its impact on social media. He discusses the rise of 'brain rot AI,' characterized by lowbrow memes that captivate younger audiences. The commercialization of this trend reveals how individuals profit from bizarre AI creations. Koebler also examines the ethical implications of AI in content creation, the evolving relationship between tech and politics during the Trump era, and the urgent need for critical engagement with these technologies.
The dominance of AI-generated content on social media has created an information ecosystem rife with distorted realities and rampant misinformation.
Creators often exploit engagement metrics through outrageous AI-generated videos, which further degrade content quality while driving user attention and virality.
The shift towards AI-driven content creation is revolutionizing the creator economy by prioritizing speed over quality, leading to homogenized media landscapes and diminished originality.
Deep dives
Impact of AI-Generated Content
The increasing prevalence of AI-generated content on social media has raised significant concerns about the quality and accuracy of information available online. Many observers note that this content often leads to a distorted information environment, where conspiracy theories and misinformation can spread with alarming ease. The term 'brain rot AI' reflects the diminishing standards of content, stressing that such content is primarily designed to engage algorithms rather than inform users. With the advent of sophisticated AI tools, the lines between genuine and manipulated content are increasingly blurred, leading to challenges in discerning reality.
Engagement Metrics and Content Strategy
Creators of AI-generated content often exploit engagement metrics to amplify their visibility across platforms. The rapid morphing and bizarre nature of these videos are intentionally crafted to provoke reactions, keeping viewers glued to their screens, which signals to algorithms that the content is worth promoting. Engaging techniques, such as outrage and shock value, catapult these videos to viral status, further perpetuating their spread. As such, content that reinforces existing biases and stimulates emotional responses tends to flourish, raising concerns about the implications for user engagement and the quality of discourse.
Economic Landscape of AI Content Creation
The landscape of content creation is significantly shifting, with a growing number of individuals capitalizing on generative AI to generate content. Many creators participate in a potentially lucrative economy that includes selling courses on creating AI-generated content, often making more from teaching than from the content itself. This model mirrors previous cycles of content creation, where certain individuals earned substantial income through educational materials rather than the content produced. The consequence of this trend is an evolving creator economy that prioritizes speed and volume over quality and originality, enhancing the proliferation of low-value content.
Cultural and Media Implications
The integration of AI-generated content raises critical questions about the evolution of media and culture. Traditional creators face stiff competition from an increasing stream of algorithmically tailored videos that often require minimal effort to produce. As these AI-generated materials intensify, they dilute the uniqueness of individual creators’ contributions, leading to a homogenized media landscape. This scenario likely cements existing disparities, where only established brands with loyal audiences can thrive amid an overwhelming volume of AI-driven content.
The Future of Information Ecosystems
The rise of AI-generated content further complicates the future of information ecosystems already plagued by misinformation and distrust. As users express skepticism or apathy towards the authenticity of information, the chasm between reality and constructed narratives widens. While some consumers actively seek out reliable sources, many still inadvertently share AI-generated content that reinforces their biases, leading to an erosion of shared realities. This dynamic could result in increased polarization, making it essential to develop strategies for fostering trust and accountability within the information landscape.
Paris Marx is joined by Jason Koebler to discuss the economy behind AI slop generation, how people are building businesses on AI-generated images, and the wider consequences of their proliferation on social media.
Jason Koebler is a cofounder of 404 Media and cohost of the 404 Media Podcast.
Tech Won’t Save Us offers a critical perspective on tech, its worldview, and wider society with the goal of inspiring people to demand better tech and a better world. Support the show on Patreon.
The podcast is made in partnership with The Nation. Production is by Eric Wickham.
