Italian Brainrot e Inteligencia Artificial Generativa. El hiperengament de lo absurdo en TikTok

Fernando Olivares-Delgado; Isabel Delgado-Laguna

doi:10.4185/rlcs-2027-2581

Authors

Fernando Olivares-Delgado University of Alicante https://orcid.org/0000-0002-2483-6801
Isabel Delgado-Laguna Universidad de Alicante https://orcid.org/0009-0005-9461-1033

DOI:

https://doi.org/10.4185/rlcs-2027-2581

Keywords:

Italian Brainrot, GenAI, Engagement, Generation Alpha, Generation Z, TikTok, absurd aesthetics

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.

A total of 300 TikTok short videos were analyzed, 30 for each of the 10 most popular characters (including Ballerina Cappuccina, Tralalero Tralalá and Tung Tung Tung Sahur). Data was collected on likes, comments, shares, and views to estimate the engagement rate. Additionally, a qualitative description of the characters was conducted through the lens of aesthetic absurdity, alongside an analysis of user comments. Results: Findings reveal an engagement rate exceeding 25%, as well as a significantly stronger emotional connection compared to previous viral phenomena. Discussion: The exponential productivity of random meaning enabled by GenAI, combined with the user fascination provoked by the absurdity of the Italian Brainrot aesthetic, and amplified by TikTok’s algorithm, help explain the extremely high levels of what could be termed “addictive” user acceptance among teens and pre-teens. This dynamic leads us to define the phenomenon as one of hyperengagement. Conclusions: Italian Brainrot Characters reaches an estimated engagement rate of 25%, significantly surpassing other exceptionally viral phenomena as well as high-performing influencers and branded content. The innovation lies in the decentralized, open, and non-corporate genesis of the Italian Brainrot, the first GenAI-native phenomenon of postdigital popular culture.

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Author Biographies

Fernando Olivares-Delgado, University of Alicante

Professor of Corporate Communication and Branding at the University of Alicante (UA). PhD in Sociology. Extraordinary Award and four six-year periods recognized by CNEAI/ANECA (including one transfer). Director of the UA_Brandscience research group and the Institutional Chair of Corporate Branding at the UA. He has coordinated master's degrees and courses in Business Administration, Marketing, Advertising, and postgraduate degrees in Communication. He has supervised five doctoral theses and more than 30 master's theses, with students from more than 15 countries. Author of more than 90 publications, contributor to scientific journals and regular contributor to the media (TVE, El Confidencial, SER). Award for best presentation at AEDEMO and Everis Foundation Essay Award (2011).

Isabel Delgado-Laguna, Universidad de Alicante

Associate professor of international corporate communication and branding at the University of Alicante (UA), official Master's degree in Brand Management (UNIR), graduate in Journalism (CEU San Pablo). PhD candidate in the Business, Economics, and Society program (UA). Teaches in the Advertising and Public Relations, International Relations, and official Master's in Communication in Creative Industries degree programs. Member of the UA_Brandscience research group and the Open Communication in Women-Led Startups group (University of Malaga). She has supervised seven Master's theses and three Bachelor's theses, with six projects currently in progress. She has more than 11 years of professional experience as a communications and brand management director.

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