Tag: media

By Futurist Thomas Frey

You’re scrolling through social media and see that a post has “500,000 views” and “20,000 engagements.” A brand tells you their ad campaign “reached 10 million people.” A publisher claims “5 million monthly visitors.” An influencer boasts “2 million followers.”

These numbers sound impressive. They’re supposed to. But AI analysis of digital media metrics is revealing something unsettling: much of what’s presented as “reach,” “engagement,” and “influence” is manufactured, inflated, or outright fake. The metrics that justify billions in advertising spending often bear little relationship to actual human attention or commercial impact.

The awakening in media, advertising, and metrics isn’t about whether digital media has value—it obviously does. It’s about revealing that the systems for measuring, reporting, and monetizing that value have evolved into elaborate fictions designed to justify spending while concealing how little genuine human engagement actually occurs.

And AI is now capable of distinguishing real engagement from manufactured metrics at a scale that makes the deception impossible to hide.