Italian Brainrot and Generative AI: Algorithmic Absurdity and Hyper-Engagement on TikTok

Abstract

Introduction: This study focuses on the analysis of Italian Brainrot, a universe of absurd characters created and animated using Generative Artificial Intelligence (GenAI), which emerged in mid-January 2025 and achieved unprecedented levels of notoriety, engagement, and virality among Generation Z and Generation Alpha. Methodology: A sample of 300 short TikTok videos was viewed, 30 for each of the 10 most popular characters (including Ballerina Cappuccina, Tralalero Tralalá, and Tung Tung Tung Sahur). Data on likes, comments, share, and views were collected, and the Engagement Rate was estimated. Both the characters, examined from the aesthetic perspective of the absurd, and user comments were qualitatively described. Results: The main finding is an Engagement Rate above 25% and an emotional connection far stronger than that observed in other viral digital phenomena. Discussion: The exponential productivity of random meanings enabled by GenAI, together with the fascination with the absurd generated by Italian Brainrot, would explain, along with the TikTok algorithm, the high levels of emotional engagement among adolescents and preadolescents, hence the notion of hyperengagement. Conclusions: The Italian Brainrot phenomenon exhibits unprecedented levels of engagement, far exceeding those of previous viral phenomena, ushering in a new era of algorithmic popular culture 100% made by GenAI.