Bots vs. Humans: Who Really Controls the Web in 2025?

Introduction

The internet is undergoing a seismic shift. What was once dominated by human interaction is now increasingly controlled by artificial intelligence and automated bots. With bots accounting for nearly half of all web traffic, their influence is undeniable. But are they a force for good, or do they pose significant risks to the digital ecosystem?

Bots on the Rise: A New Reality for the Open Web

By 2024, bot activity constituted nearly half of all internet traffic. The 2024 Imperva Bad Bot Report revealed that automated bots could soon surpass human web traffic, changing how organizations approach cybersecurity and website management. In certain countries like Ireland and Germany, bot traffic already dominates, accounting for over 70% of total web interactions.

The Evolution of Bots

The rise of “agentic bots” has significantly contributed to the increase in bot traffic. Unlike traditional web crawlers that simply index content, these AI-driven bots can browse, interpret data, and take action autonomously.

Notable Developments Include:

Claude by Anthropic, which simulates human actions like clicking buttons or typing text through its “Computer Use” feature.

Google’s Jarvis, a bot designed to browse the internet and assist users.

OpenAI’s Operator, which takes interaction to the next level by dynamically completing tasks for users.

These bots are reshaping how users interact with the internet. Instead of passively retrieving information, they actively execute complex tasks such as booking flights, making purchases, and even managing investments.

Humans vs. Bots: Changing Behaviour Online

While bots are growing in prevalence, human web traffic is seeing stagnation. Although 70% of the global population had internet access by 2023, user behaviour has evolved. People increasingly favour social media platforms like TikTok and Instagram over traditional open web browsing.

AI-driven bots are poised to replace manual searches with conversational prompts, delivering streamlined answers and actions. However, humans still value peer recommendations and spontaneous discovery—something AI has yet to fully replicate.

The Good, the Bad, and the Bots

Bots can be incredibly beneficial, offering efficiency, personalization, and automation. However, not all bots are benign.

The Rise of Malicious Bots

Reports indicate that 65% of bot traffic is malicious, designed to steal data, disrupt services, or spread misinformation. The most affected industries include:

Financial services (37% of malicious bot activity)

Travel (12%)

Business services (8%)

Account takeover attacks have surged, with 44% of these attacks targeting API endpoints, making API security a top priority. Additionally, bot-based API attacks have increased by 10% in the past year, exposing vulnerabilities in online platforms.

The Role of Good Bots

Not all bots are harmful. Some AI-powered bots serve legitimate purposes, such as:

SEO bots that help websites rank in search results.

Security bots that detect vulnerabilities and prevent cyber threats.

AI crawlers like OpenAI’s GPT Bot, which increased activity by 12% in 2024 to collect real-time training data for language models.

A New World for Businesses and Marketers

The dominance of bots is forcing businesses to rethink their digital strategies. Traditional marketing tactics focused on user experience and website aesthetics may become obsolete as bots, rather than humans, consume most web data.

Key Considerations for Businesses Include:

Hyper-personalization: AI bots like Claude and Operator curate tailored recommendations based on user preferences.

Streamlined commerce: Bots automate bookings, purchases, and customer interactions, reducing human decision fatigue.

Challenges in visibility: Companies must optimize for bot interactions, ensuring structured data and API accessibility.

To remain competitive, businesses must focus on bot-friendly SEO, structured data, and customer loyalty strategies.

The Future: Opportunities and Risks

AI-driven bots present both significant opportunities and pressing challenges:

Opportunities

Efficiency Gains: Bots automate tasks, making web interactions smoother.

Privacy Enhancements: AI bots may selectively share data, improving privacy.

Global Connectivity: Bots remove language barriers, enabling international transactions.

Content Generation: AI bots can create high-quality written content, graphics, and even videos, transforming marketing and media industries.

Customer Support Advancements: AI chatbots provide instant assistance, improving customer experiences.

Risks

Environmental Impact: Increased bot activity demands more energy, highlighting the need for sustainable AI models.

Cybersecurity Threats: As bots become more sophisticated, so do cyberattacks, requiring robust defences.

Loss of Human Interaction: While bots enhance efficiency, they risk diminishing genuine human connections and insights.

Algorithmic Bias: AI-driven bots can unintentionally reinforce biases, leading to misinformation or unfair practices.

Economic Disruptions: Automated bots may replace traditional jobs, requiring industries to adapt to new employment landscapes.

My Perspective

The rise of AI bots is both exciting and concerning. On one hand, they offer unprecedented convenience and productivity. On the other, they require careful regulation and ethical considerations to prevent misuse. Transparency and accountability will be critical in ensuring that AI-driven bots serve humanity rather than exploit it.

From a broader perspective, businesses and individuals must embrace AI while remaining vigilant about its implications. Regulations and cybersecurity measures should evolve in parallel with technological advancements to protect users and maintain a balanced digital landscape.

Key Takeaways

Between 42% and 70% of internet traffic is now driven by bots.

AI bots like Claude, Jarvis, and Operator are evolving from passive crawlers to autonomous action-takers.

Humans are spending less time on traditional web platforms, while bot activity is accelerating.

Businesses must adapt by optimizing for bots through structured data and API integration.

The future of the web depends on balancing AI-driven efficiency with security, privacy, and ethical concerns.

Conclusion

As we step into 2025, the battle between bots and humans for control of the internet is more relevant than ever. While bots provide immense value, their rapid expansion poses significant risks that must be addressed. The key to a balanced digital future lies in responsible AI deployment, stringent cybersecurity measures, and ongoing human oversight.

The internet is not disappearing—it is transforming. Whether this transformation benefits or harms society depends on how well we navigate the evolving landscape of AI-driven automation.