Our CEO and Co-Founder, Chris Edwards, has been featured in The Drum exploring a question that feels increasingly relevant: has the internet stopped being alive?
What started as an online conspiracy, the “Dead Internet Theory”, now feels closer to truth. As AI tools like Sora 2 generate hyper-real videos and content loops endlessly in our feeds, the web is beginning to reflect machine logic more than human creativity.
It’s not that the internet has died. It’s that it’s stopped being human. What we see online is less about expression and more about output. Recycled, optimised, and repeated until all meaning drains out.
But for Chris, that’s not the end of creativity. It’s a new brief.
When audiences can’t tell what’s real, they start looking for signs of life. Work that feels made, not generated. Ideas that carry fingerprints.
The brands that will win aren’t the ones chasing every new format or AI trend. They’re the ones confident enough to show their sensibility. A tone, a visual world, or a line that only they could make. Because in an era of sameness, distinctiveness isn’t just strategy, it’s proof of existence.
The future of creativity won’t be about resisting technology. It’ll be about using it in service of something unmistakably human. Work with purpose. Brands with a pulse.
