"Automated traffic hit 51 percent of global web activity in December 2025, marking the first time in a decade that machines outnumbered people online. AI and large language model crawlers alone quadrupled their share of web traffic in eight months, from 2.6 percent to over 10 percent."
"The rise of AI as a discovery engine is happening now. It will upend how the arts will be found as well as help shape the tastes of a great many people. The next visitor to your website is increasingly likely to be a machine, not a person."
"If arts organizations can get past the initial panic, this shift offers something that a century of arts marketing never could. Not just a new channel for the same old messages, but a potentially different relationship with an audience."
In recent months, automated traffic has surged, comprising 70 percent of the increase in web activity. By December 2025, machines accounted for 51 percent of global web traffic. AI bots have rapidly increased their share, with one AI bot visit for every 31 human visits. This shift poses challenges for publishers and artists relying on human audiences. However, it also presents opportunities for arts organizations to develop new relationships with audiences through AI-driven cultural discovery, fundamentally changing how art is found and consumed.
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