AI agent traffic up 7,851% in 2025, media sites 7x more likely to face bot traffic
Al_Grigor · x · 2026-10-22
Citing a Snowplow guide, this thread argues AI agents are inflating the metrics websites rely on: HUMAN Security found agentic browser traffic grew 7,851% in 2025, most analytics tools can't distinguish it from real users, and media sites are 7x more likely to see AI bot traffic. Engagement metrics get machine-inflated and ad attribution quietly breaks. The guide proposes a detect-analyze-react framework: measure bot share, separate real engagement, identify which AI platforms consume your content, then decide whether to block, serve, or negotiate with the agents. Note the source carries vendor marketing intent, but the data points are useful for media and ad professionals.
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