AI Bots Now Rule the Web: What Businesses Must Know

Internet traffic is undergoing a dramatic shift, with automated bots now responsible for the majority of online activity — overtaking human users for the first time. The 2025 Imperva Bad Bot Report reveals that bots accounted for 51% of all web traffic in 2024, marking the first time in over a decade that automated activity has surpassed human-generated traffic. This surge is largely attributed to the proliferation of generative AI tools, which have simplified the creation and deployment of bots, enabling even less technically skilled individuals to launch sophisticated attacks. The implications of this shift are profound, affecting various sectors and raising concerns about cybersecurity and data integrity.​

Bots Now Dominate Internet Traffic

For the first time in over a decade, automated bots have overtaken human users in generating internet traffic. The 2025 Imperva Bad Bot Report indicates that bots were responsible for 51% of all web traffic in 2024. This milestone underscores the growing influence of AI-driven automation on the digital ecosystem. The ease of access to AI tools has lowered the barrier for creating bots, leading to an unprecedented increase in automated online activities. This trend poses new challenges for distinguishing between genuine user interactions and automated processes.​

Surge in Malicious Bot Activity

The report highlights a concerning increase in malicious bot activity, with bad bots accounting for 37% of internet traffic in 2024, up from 32% the previous year. These bots engage in activities such as credential stuffing, data scraping, and payment fraud. The surge in bad bot traffic is linked to the availability of AI-powered tools that facilitate the creation of sophisticated bots capable of evading security measures. This escalation necessitates enhanced cybersecurity strategies to protect against automated threats.​

Industries Under Siege

Certain industries are experiencing heightened bot-related challenges. The travel sector, for instance, was the most targeted in 2024, accounting for 27% of all bot attacks, up from 21% in 2023. Bots in this sector often simulate booking activities to manipulate pricing algorithms. Similarly, the retail industry saw bad bots comprising 59% of its traffic, disrupting operations and affecting customer experiences. These targeted attacks highlight the need for industry-specific security measures.​

Emergence of Bots-as-a-Service

The rise of Bots-as-a-Service (BaaS) platforms has democratized access to bot technology, allowing individuals with minimal technical expertise to deploy bots for various purposes. This commercialization of bot services contributes to the proliferation of automated attacks, as it enables a broader range of actors to participate in bot-driven activities. The BaaS model presents new challenges for cybersecurity, as it complicates efforts to trace and mitigate bot-related threats.​

AI Enhances Bot Sophistication

Advanced AI tools, including large language models, are being leveraged to enhance bot capabilities. Bots now utilize AI to analyze unsuccessful attacks and refine their strategies, improving their ability to bypass security systems. This iterative learning process makes bots more adaptable and harder to detect, necessitating the development of more sophisticated defense mechanisms. The integration of AI into bot operations signifies a new era of automated threats.​

Targeted API Attacks Increase

In 2024, 44% of advanced bot traffic targeted APIs, compared to only 10% targeting applications. This highlights a deliberate shift by attackers toward API endpoints, which handle sensitive or high-value data and are the connective tissue of most modern businesses. Financial services, business, telecom, and healthcare are among the most targeted industries for bot attacks on APIs, accounting for over 75% of all API attacks. These sectors depend on APIs for critical operations and sensitive transactions, making them prime targets for sophisticated bot attacks.

Account Takeover Attacks Escalate

Account takeover (ATO) attacks use malicious bots to gain unauthorized access and take over online user accounts through credential stuffing and cracking, leading to digital identity theft and financial losses for targeted organizations and consumers. In 2024, ATO attacks increased by 40%, a surge likely driven by cybercriminals using AI and machine learning to enhance and optimize their techniques. Financial Services remains the top targeted industry for ATO attacks, accounting for 22% of all ATO attacks in 2024. As bots become more sophisticated and adept at mimicking human behavior, security teams face increasing challenges in differentiating between bots and real users.

The Need for Advanced Cybersecurity Measures

The increasing prevalence of bots necessitates a reevaluation of existing cybersecurity frameworks. Organizations must implement advanced detection and mitigation strategies to address the evolving bot landscape. This includes deploying AI-driven security solutions capable of identifying and responding to sophisticated bot activities. Proactive measures are essential to safeguard digital assets and maintain the integrity of online interactions.

Frequently Asked Questions

What defines a 'bad bot'?

A 'bad bot' refers to automated software designed to perform malicious tasks on the internet. These tasks include credential stuffing, data scraping, and launching denial-of-service attacks. Bad bots often mimic human behavior to evade detection and can significantly disrupt online services.​

How do bots affect the travel industry?

In the travel sector, bots can manipulate pricing algorithms by simulating booking activities and abandoning transactions. This leads to skewed data, affecting pricing strategies and inventory management. The prevalence of bots in this industry necessitates the implementation of advanced monitoring and security protocols.​

What is Bots-as-a-Service (BaaS)?

Bots-as-a-Service (BaaS) is a model where bot functionalities are offered as a service, allowing users to deploy bots without developing them from scratch. This model lowers the entry barrier for individuals seeking to utilize bots for various purposes, including malicious activities. BaaS contributes to the widespread use of bots across different sectors.​

How can organizations protect against bot attacks?

Organizations can protect against bot attacks by implementing multi-layered security strategies, including AI-driven detection systems, rate limiting, and behavior analysis. Regularly updating security protocols and educating staff about potential threats are also crucial. Collaborating with cybersecurity experts can enhance an organization's defense mechanisms.​

Are all bots harmful?

Not all bots are harmful; many perform essential functions such as indexing websites for search engines and monitoring website performance. However, distinguishing between benign and malicious bots is critical to maintaining cybersecurity. Implementing measures to identify and manage bot traffic helps in mitigating potential risks.​