WTF is LLM honeypotting?

Publishers and e-commerce brands under siege from AI crawlers are starting to fight back with an old security trick updated for the LLM era: “LLM honeypotting.” 

The term refers to a deception tactic that lures bots into plausible-looking but ultimately useless information like content mazes, driving up their compute costs and polluting their models. The goal: break the economics of large‑scale scraping.

That’s the theory. The reality is messier. 

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Rather than going with the crowd, marketers are now questioning measurement ambiguity

Brian Quinn, president and gm, AppsFlyer

Marketing teams have long been convincing themselves they see something that isn’t there — akin to the emperor’s new clothes — not due to foolishness but because it’s easier to live with than going against the crowd. Meetings end faster when everyone nods, agreeing to be on the same page.

There’s an uncomfortable veneer of symmetry to marketing today. Every platform is working, every channel shows progress, the dashboard is clean and cogent; yet the numbers that finance sends never quite match the ones in the CMO’s deck. The post-campaign report credits three channels for the same customer. The board asks what actually drove Q3’s growth, and the room goes quiet for a beat too long.

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