Brain rot in the AI age

By Herman M. Lagon

Scrolling through your feed, you see it—quirky cat videos, snappy memes, and nonsensical dance trends. Harmless fun, right? But hours pass, and you’re left wondering: is my brain still in gear? Enter “brain rot,” Oxford’s 2024 Word of the Year, perfectly capturing the creeping fear that our digital habits might be eroding our mental sharpness. With AI supercharging our online experiences, it’s no longer just a quirky term—a cultural reckoning.

This hits particularly hard in the Philippines, where people spend an average of 10 hours online daily. Dubbed the “social media capital of the world,” the country’s digital life revolves around platforms like Facebook, TikTok, and YouTube, each powered by AI algorithms fine-tuned to keep us hooked. The endless scroll feels gratifying, but as attention spans shrink and critical thinking wanes, the cost of this convenience becomes clearer. Are we truly entertained, or are we sacrificing something deeper?

Take the explosion of viral trends like “Skibidi Toilet.” These absurd videos grab attention with hyper-fast visuals and bizarre humor. While some laugh it off as mindless fun, others see it as a red flag: a sign of diminished focus and a preference for instant gratification. Research backs this up—studies in journals like Behavioral Addictions warn that overconsumption of short-form content weakens memory retention and narrows our attention spans. For Filipino youth, already grappling with one of the world’s highest learning poverty rates, this only adds to the challenge.

And it is not just the younger generation. Remember the pandemic’s binge-watching marathons and endless doomscrolling? AI-powered platforms are now more adept at exploiting our habits, offering hyper-personalized content that locks us in. Each swipe, tap, and click feeds algorithms designed to maximize engagement, turning even adults into unwitting participants in the cycle. It is like consuming junk food for the brain—satisfying at first but ultimately leaving us empty.

This is not to say all digital content is detrimental. Filipino creators have harnessed these platforms for good, amplifying issues like mental health and climate awareness. Campaigns like #MentalHealthPH on Twitter show how social media can spark meaningful dialogue. The challenge is finding what truly adds value while avoiding the trap of overindulgence in being connected.

The key might lie in intentionality. Imagine spending time online that complements intellectual growth—watching a TED Talk after laughing at a meme or joining a webinar after scrolling through Instagram. Platforms like TEDx (Manila, Diliman, ADMU, etc.), Khan Academy, and Coursera have already tapped Pinoy’s thirst for self-improvement. The problem is not the internet; it is our lack of mindful interaction with it.

Education can be a game-changer. Schools could incorporate digital literacy into their curriculums, teaching students to intelligently navigate and critique online spaces. Lessons on spotting clickbait, verifying sources, and setting screen-time limits could cultivate healthier habits. UNESCO’s 2023 study highlights how such measures can curb the adverse effects of excessive screen time, making them essential for the next generation.

Parents also have a vital role. Steering family time toward offline activities—a hike, board game night, or even a simple shared meal—can remind kids (and adults) of life beyond screens. Reading or crafting can be relaxing alone or with loved ones. When did you last unplug to recharge?

On a societal level, this issue reflects deeper concerns about our priorities. Our culture celebrates community and bayanihan, yet our screen-centered lives pull us into solitary bubbles. This does not have to be a dead end. That same community spirit can drive initiatives like “screen-free Sundays” or local storytelling nights. Imagine a barangay organizing tech-free evenings—simple yet profound ways to reconnect with the tangible world.

Ultimately, brain rot is less about screens and more about choice. Technology shapes our experiences, but we decide how to use it. Tools like app usage trackers and digital detox challenges remind us that we can reclaim control. The question is not whether AI will influence us but how we can make it serve us better.

One thing remains clear as we navigate this complex digital landscape: the antidote to brain rot is not disconnection but meaningful engagement. Our worth is not defined by the algorithms we follow but by the choices we make. AI might be clever, but it is up to us to be wise.

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Doc H fondly describes himself as a “student of and for life” who, like many others, aspires to a life-giving and why-driven world grounded in social justice and the pursuit of happiness. His views do not necessarily reflect those of the institutions he is employed or connected with.