I think something is currently going very wrong on the web.

I have been here, studying, working, creating, succeeding and failing for the last three decades. I have seen unbelievably good content, disruptive technical innovations, amazing creative skills, improvisation, solutions built from the ground up, stupid but funny strategies and designs, whatever. I have seen humans being more human, pushed forward by technology.

But now, AI has arrived, and we have more tools than ever before to learn, create and share. Strangely, companies and people are starting to look and sound the same: cold, boring, predictable and, mainly, fake.

Everybody, everywhere, seems to be following the same patterns and behaviors. To me, everybody is muting their own “mental voices” to let AI speak for them.

You can see this especially on social media, where everything is becoming an endless repetition of the same ideas, formats and opinions.

AI did not create this problem. It just made it ridiculously easy to scale. People copy strategies, prompts, formats, visual references, content calendars and even opinions. They save time and effort, but too often they also stop thinking and learning from tangible, real challenges.

When everybody asks the same LLMs similar questions, using similar references and expecting similar results, originality and authenticity die.

The result is polished, technically correct and boring.
What about being human? What about being imperfect, but authentic? Laziness?
Being afraid to take the risk of being wrong or realizing your own mistakes?

In April 2025, Ahrefs analyzed 900,000 newly detected English-language web pages. Their estimate was that 74.2% contained some AI-generated content. Only 25.8% were classified as purely human. The detector is not perfect, as Ahrefs itself acknowledges, but the scale is still difficult to ignore.

On social media, this scenario is much more visible – The era of “human non-humans” and fake authority came like a tsunami.

AI has made it incredibly easy to simulate authority. Today, someone can publish sophisticated content every day about architecture, law, psychology, philosophy, technology, music, sports or anything else without actually knowing much about it.

AI agents choose the subject, research it, write it, create the visual assets for different formats, schedule it and share it without even minimal human supervision.
And things are getting worse: someone copies an influencer who copied another, who copied another. Somewhere in the chain, AI may have created the idea in the first place. The algorithm rewards it. More people repeat it. More AI systems learn from it and finally, at some point, nobody knows who actually thought of it first.
Everybody repeats it. Nobody owns it.

We are creating industrialized content with AI, optimized for AI-driven algorithms, copied by humans, processed again by AI and eventually used to feed more AI.
Machines creating content for machines.

Then thousands of people look at the profile and think:
“Wow! How much knowledge this guy has…”
While I think:
Does this person really know what they’re talking about?
Another influencer? Another AI? Another algorithm telling someone what the algorithm would like to see?

That is not how I want to use this technology. I use AI daily. I am a developer. It makes me faster. It organizes information, writes repetitive code, compares alternatives, occasionally finds mistakes and handles boring tasks very well.

But I decide what I am going to build. I define the architecture. I review the code. I find logical mistakes, reject bad decisions and, finally, change what does not make sense.
I know the software my brain created line by line, and I can change everything by myself if I want to.

The AI must be our hands, not our brain.

I cannot accept that more than twenty years of experience simply disappear because a machine can type faster than me. Finally, AI should expand human knowledge, not override it.

Take care and calm down, bro. Stop immediately believing in that “super-perfect” content and stop being so afraid of mistakes. Bad ideas happen.

Write your own sentence. Create your own strategies.Take your own photograph. Have your own opinion. Break the chains.

Make Web Organic Again.