"I'm not a fan of AI," Nebojša Vujinović Vujo says. The admission surprises me: He has built a bustling business by snapping up abandoned news outlets and other websites and stuffing them full of algorithmically generated articles. 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. They're making my planet bad," he says. I connected with Vujo after digging into the strange afterlife of indie women's blog The Hairpin, which shut down in 2018. 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. He's the CEO of the digital marketing firm Shantel, which monetizes its AI-populated sites through programmatic ads, sponsored content, and selling the placement of "backlinks" to website owners trying to boost their credibility with search engines. He often targets distressed media sites because they have built-in audiences and a history of ranking highly in search results. The foundation of that business is a long-established practice known as domain squatting--buying up web domains that once belonged to established brands and profiting off their reputations with Google and other search engines. Lily Ray, senior director of SEO at the marketing agency Ampsive, calls it "the underbelly of the SEO industry." But Vujo is part of a wave of entrepreneurs giving this old trade a new twist by using generative AI. It's dusk where I live in Chicago when I talk via Zoom with Nebojša Vujinović Vujo. It's midnight in Belgrade, Serbia, where he lives with his girlfriend and their toddler, but he's wide awake and chatty. 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. He gets why writers are unhappy that their work has been erased and replaced by clickbait. But he defends his choices, pointing out that his life has been tougher than that of the average American blogger. Although ethnically Serbian, Vujo was born in what is now known as Bosnia and Herzegovina, and his family fled during the breakup of Yugoslavia. "I had two wars I escaped.

Almost every day, a publication announces layoffs or shuts down. Sports Illustrated just let go almost all of its staff after weathering an embarrassing scandal about AI-generated articles. It's unclear what the desiccated magazine's future holds, but the sad fate of another formerly great outlet offers a preview of what may await fallen media properties. In 2018, the indie women's website The Hairpin stopped publishing, along with its sister site The Awl. This year, The Hairpin has been Frankensteined back into existence and stuffed with slapdash AI-generated articles designed to attract search engine traffic.