Last month we noted how deteriorating quality over at Google search and Google news was resulting in both platforms being flooded by AI-generated gibberish and nonsense, with money that should be going to real journalists instead being funneled to a rotating crop of lazy automated engagement farmers.

This collapse of online informational integrity is happening at precisely the same time that U.S. journalism is effectively being lobotomized by a handful of hedge fund brunchlords for whom accurately informing the public has long been a distant afterthought.

It’s a moment in time where the financial incentives all point toward lazy automated ad engagement, and away from pesky things like the truth or public welfare. It costs companies money to implement systems at scale that can help clean up online information pollution, and it’s far more profitable to spend that time and those resources lazily maximizing engagement at any cost. The end result is everywhere you look.

The latest case in point: as hustlebros look to profit from automated engagement bait, The Verge notes that there has been a rise in automated obituary spam.

Like we’ve seen elsewhere in the field of journalism, engagement is all that matters, resulting in a flood of bizarre, automated zero-calorie gibberish where facts, truth, and public welfare simply don’t matter. The result, automated obituaries at unprecedented scale for people who aren’t dead. Like this poor widower, whose death was widely (and incorrectly) reported by dozens of trash automation sites:

“[The obituaries] had this real world impact where at least four people that I know of called [our] mutual friends, and thought that I had died with her, like we had a suicide pact or something,” says Vastag, who for a time was married to Mazur and remained close with her. “It caused extra distress to some of my friends, and that made me really angry.”

Much like the recent complaints over the deteriorating quality of Google News, and the deteriorating quality of Google search, Google sits nestled at the heart of the problem thanks to a refusal to meaningfully invest in combating “obituary scraping”:

“Google has long struggled to contain obituary spam — for years, low-effort SEO-bait websites have simmered in the background and popped to the top of search results after an individual dies. The sites then aggressively monetize the content by loading up pages with intrusive ads and profit when searchers click on results. Now, the widespread availability of generative AI tools appears to be accelerating the deluge of low-quality fake obituaries.”

Yes, managing this kind of flood of automated gibberish is, like content moderation, impossible to tackle perfectly (or anywhere close) at scale. At the same time, all of the financial incentives in the modern engagement infotainment economy point toward prioritizing the embrace of automated engagement bait, as opposed to spending time and resources policing information quality (even using AI).

As journalism collapses and a parade of engagement baiting automation (and rank political propaganda) fills the void, the American public’s head gets increasingly filled with pebbles, pudding, and hate. We’re in desperate need of a paradigm shift away from viewing absolutely everything (even human death) through the MBA lens of maximizing profitability and engagement at boundless scale at any cost.

At some point morals, ethics, and competent leadership in the online information space needs to make an appearance somewhere in the frame in a bid to protect public welfare and even the accurate documentation of history. It’s just decidedly unclear how we bridge the gap.