Confessions of an AI Clickbait Kingpin
Wired“I’m not a fan of AI,” Nebojša Vujinović Vujo says. Although he accepts that his model rankles writers and readers alike, he says he’s simply embracing an unstoppable new tool—large language models—in the same way people rationally swapped horse-drawn buggies for gas-powered vehicles. In place of the voicey, funny blog posts it was known for, the site began churning out AI-generated, search-engine-optimized pablum about dream interpretations and painfully generic relationship advice like “effective communication is vital.” When I emailed an address listed on the zombie site’s About Us page, Vujo responded, claiming that it was just one of more than 2,000 sites he operates, in an AI-content-fueled fiefdom built by acquiring once-popular domains fallen on hard times. Vujo attributes his erratic sleep schedule to years of late nights working as a DJ and still makes music—he likes to mix pop with Balkan folk and is working on a new song called “Fat Lady.” But right now he’s eager to talk, human-to-human, about his AI-fueled hustle.
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