3 Unrelated Stories About AI & Writing Tell The Same Story via @sejournal, @gregjarboe

I stumbled upon three separate articles about writing and AI in the same week, each from a completely different angle, and all describing the same thing.

A novelist turned MIT writing lecturer confronting students who outsourced their essays to AI. A new Graphite study showing AI-generated articles now make up roughly half of all new content on the web and have plateaued there. And fresh data from The Accountancy Partnership showing that half of freelance creatives say rising stress is affecting their work, as client budgets for human creative services shrink.

One data point is a fact. Two is a coincidence. Three is a trend.

When read together, these articles formed an argument that every SEO professional, content marketer, and creative freelancer should take seriously, acknowledging the content divide that is happening and asking, “Which side are you on?”

The First Story: What Happens When Students Outsource The Struggle

On May 10, Micah Nathan, a novelist and MIT lecturer in fiction and non-fiction writing, published a piece in The Guardian about confronting his creative writing students over their AI use. The confession session that followed, he wrote, became one of the most productive teaching moments of his eight years at MIT.

His key insight wasn’t about academic honesty. It was about what writing actually does. “Writing isn’t just the production of sentences,” he told his students. “It’s the training of endurance by way of sustained attention. It’s a way of learning what one thinks by attempting to say it. An LLM can reproduce the appearance of that activity, but it can’t replace it, because the value lies not only in the object produced but in the transformation that occurs during its making.”

He described AI prose as “faultily faultless, icily regular, splendidly null,” borrowing Tennyson’s description of a beautiful but empty face, producing what he called “simulacra of thought, generated via pattern recognition learned from millions of human-penned words, rooted in no particular experience by no particular person.”

Insightful readers, he argued, feel that emptiness even if they can’t articulate it.

For SEO professionals, this is not an abstract literary concern. It is a precise description of the content quality problem that Google’s helpful content systems have been trying to solve since 2022. The signal Google is hunting for is exactly what Nathan identifies as the thing AI cannot produce – evidence of a mind actively grappling with a specific problem from a specific experience. Pattern recognition learns from what humans wrote. It cannot replicate why they wrote it. 

→ Read More: Why Great Content Is No Longer Enough & What Beats It In AI Search

The Second Story: The Feared Takeover Hasn’t Happened – Yet

On May 15, Megan Morrone reported for Axios on new data from digital marketing agency Graphite, which analyzed 55,400 online articles and listicles published between January 2020 and March 2026, running each through three AI-detection tools. The finding was more nuanced than most AI content coverage has been about the share of primarily AI-generated content, which has held near 50% for more than a year and appears to have plateaued.

The feared takeover hasn’t materialized. AI content briefly surpassed human-authored content in late 2024, but the two have stayed roughly equal since.

The important caveat Morrone included is that many articles are no longer written purely by humans or AI. A human may use AI for outlining, drafting, rewriting, or editing, making the line genuinely blurry. Dan Klein, a UC Berkeley professor and AI model CTO, flagged the feedback loop risk. Once models train heavily on AI-generated content, the internet could become a machine that produces low-quality content that trains models that produce more low-quality content.

For SEO professionals, the plateau is reassuring and cautionary in equal measures. The volume panic was overstated. But the quality dilution problem is real and growing, and it creates the same opportunity Nathan identified from the other direction. In a web that is roughly half AI-generated content, content that carries genuine human experience and specific expertise becomes more differentiating, not less.

→ Read More: AI Platform Founder Explains Why We Need To Focus On Human Behavior, Not LLMs

The Third Story: The People Producing This Content Are Under Serious Stress

On May 13, Emma Hull at The Accountancy Partnership directly emailed me data from a new report on creative freelancers across PR, marketing, performing arts, graphic design, photography, and adjacent industries. Half of freelance creatives (50.7%) say rising stress levels are affecting their work. Half (50.2%) say client budget cuts are the biggest challenge they faced in 2025. Over two in five (43.3%) believe AI will negatively affect their sector. Nearly half regularly work unpaid hours each week.

Lee Murphy, Managing Director at The Accountancy Partnership, put it plainly: “Creative work is often closely linked to marketing budgets and discretionary spending. When businesses begin tightening costs, creative services can sometimes be one of the first areas to see reduced investment.”

The irony embedded in these three numbers together is worth reflecting on. Clients are cutting budgets for human creative work at the same time AI is generating roughly half the content on the web, while a professor at MIT is documenting the specific cognitive cost that outsourcing the writing process extracts from anyone who does it, whether a student or a professional.

The freelancers under the most pressure are the ones most tempted to use AI to produce more content faster to compensate for lower rates. The content they produce that way becomes part of the 50% that is indistinguishable from machine output. And content that is indistinguishable from machine output is exactly what the Graphite data and Google’s quality systems are training users and algorithms to discount.

→ Read More: Relying Too Much On AI Is Backfiring For Businesses

What The Pattern Actually Means

The three stories, read together, describe a market in the process of bifurcating. On one side sits high-volume, low-differentiation content produced quickly, priced cheaply, and increasingly hard to distinguish from AI output, regardless of who generated it. On the other sits content that carries specific expertise, direct experience, and the editorial judgment that Nathan’s students were trying to skip past. Content that takes longer, costs more, and is increasingly the only kind that earns meaningful search visibility and reader trust.

This is not a new argument in SEO. What is new is the empirical clarity with which three independent sources from three entirely different disciplines – literary education, web content analysis, and freelance labor economics – are all pointing at the same conclusion in the same week.

Shelley Walsh made the point in her recent Search Engine Journal piece on scaling AI content that the commodity versus non-commodity divide is where the real strategic question lives. The three stories above are evidence that the divide is already here, already measurable, and already affecting people’s livelihoods.

The writers who understand this, and produce accordingly, are the ones who will still have work worth doing when the budget cycles turn again.

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Featured Image: SvetaZi/Shutterstock

Google Launches Core Update Amid I/O AI Search Overhaul – SEO Pulse via @sejournal, @MattGSouthern

Welcome to the week’s Pulse: This week’s updates touch rankings, the Search interface, AI Mode behavior, and Google’s guidance around AI agents.

Google launched a core update, announced what it called the biggest upgrade to the Search box in over 25 years, released first-party AI Mode usage data, and sent mixed signals on llms.txt from two different product teams.

Here’s what matters for you and your work.

Google Begins Rolling Out The May 2026 Core Update

Google began rolling out the May core update on the 21st, per a message on the Google Search Status Dashboard.

Key facts: This is the second Search core update of 2026 and the fourth confirmed ranking update this year. The rollout may take up to two weeks. Google hasn’t published a companion blog post or shared goals for the update.

Why This Matters

The timing puts this update in the middle of Google I/O week. Ranking movement over the next two weeks will overlap with other changes Google announced, which could make it harder to isolate what caused any shifts you see in Search Console.

Your baseline should be the weeks before May 21, compared against performance after the rollout finishes. Wait at least one full week after completion before reviewing data.

What SEO Professionals Are Saying

Marie Haynes, founder of Marie Haynes Consulting Inc., connected the timing to I/O:

“Makes sense seeing as Gemini 3.5 Flash is now powering the AI features of Search.”

Harpreet Singh Chatha, SEO & AI Search Consultant, suggested this update could be targeting websites that are over-optimizing for AI citations:

“Calling it now. If you’ve been doing dumb [things] to show up in AI answers this one’s coming for you.”

Read our full coverage: Google Begins Rolling Out May 2026 Core Update

Google Redesigns Search Box, Upgrades AI Mode & Previews Search Agents At I/O

Google announced Gemini 3.5 Flash as the new default model in AI Mode, redesigned the Search box with AI capabilities, and previewed information agents coming this summer.

Key facts: Google described the redesigned Search box as its biggest upgrade in over 25 years. It expands dynamically, supports multimodal inputs like images and files, and provides AI-powered suggestions beyond autocomplete. Information agents will monitor the web and deliver updates. New features include agentic booking, generative UI, and Personal Intelligence expansion to nearly 200 countries.

Why This Matters

The Search box redesign prompts users to describe needs in longer, conversational queries. Paired with Gemini 3.5 Flash in AI Mode, responses mostly come from AI rather than traditional pages.

Information agents continuously search and synthesize updates, raising questions about whether your content is cited or overlooked in those summaries.

What SEO Professionals Are Saying

Jake Ward, SEO/content entrepreneur building Mentions, wrote:

“My feed is full of ‘SEO is dead’ posts today. But none of this should be a surprise. Every platform we use is moving towards AI-first, agentic, proactive experiences like this. And clicks were already dying. We’ve watched CTR decline for 2-3 years straight now. However, search is very much alive, just different. We’re moving further into a world of visibility > clicks.”

Read our full coverage: Google’s New Search Box Hands Queries To AI Agents, I/O Reveals

Google Releases First AI Mode Usage Data After One Year

Google published a report on how people use AI Mode in the U.S., drawing on internal Search data and Google Trends one year after launch.

Key facts: AI Mode has over 1 billion monthly users, with queries doubling each quarter. Searches are thrice as long as traditional ones, and follow-up queries increase 40% monthly in the U.S. Over 16% of searches are multimodal, using voice, images, or video. Planning queries grow at 80% the rate of overall usage. Trends data isn’t publicly available.

Why This Matters

The key insight is the behavioral data, not milestone numbers. Users write longer queries, follow up more, and use multiple input types, changing content and how it surfaces.

Pages with short keywords may not match AI Mode’s conversational patterns. Growth in planning queries is significant; when users ask AI Mode to compare products, evaluate services, or research, that content has commercial value, even without clicks.

Google’s report is based on internal, unverifiable data, and AI Mode search trends aren’t available publicly.

What SEO Professionals Are Saying

Jeffrey Cohen, chief business development officer at Skai, wrote:

“Shoppers aren’t typing ‘running shoes.’ They’re asking ‘what are the best running shoes for a wide foot that I can wear for a half marathon training on pavement under $150.’ That’s not a keyword. That’s a brief. Planning queries grew 80% faster than AI Mode overall in the last 6 months. That means shoppers are using AI as a research partner long before they hit buy. The brand that shows up during research owns the consideration phase. The transition from keyword to conversation has been talked about for years. The data says it’s already here.”

Alisa Scharf, CAIO at Seer, pointed to the measurement gap:

“For those of us who weren’t yet investing in tracking visibility in AI Mode, we’ve gotta bug our product or procurement teams to get more tracking established. Can’t optimize what you can’t measure. If anyone from Google follows me — It’s really pretty wild that none of these metrics are available for free in Google Webmaster tools. I so rarely shake my fist in the general direction of Palo Alto, but this is becoming obscene. Big props to the team at Bing who’s investing in a real control center of information with their Webmaster Tools.”

Read our full coverage: Google Reveals First AI Mode Usage Numbers After One Year

Google’s Llms.txt Guidance Splits Between Search & Lighthouse

Google’s Search team and its Lighthouse team are giving different guidance on llms.txt. Meanwhile, Mueller clarified where markdown pages for LLMs do and don’t help.

Key facts: Google’s AI guide states llms.txt isn’t needed for AI Search. Lighthouse 13.3 checks for llms.txt by default, flagging sites with errors. Mueller said markdown pages are useful for documentation but not for most websites. He differentiated discovery (search visibility) from on-page tasks, advising sites to focus on being found.

Why This Matters

The answer depends on your traffic. If agentic tools visit and complete tasks, markdown versions of your docs may help those tools. If you’re planning for the future, Mueller recommends prioritizing current needs first, saying, “Prioritize needs before dreams.”

The conflict between the Search and Lighthouse teams exists, and Google hasn’t resolved it. Search Central offers guidance for Search visibility, while Lighthouse assesses agentic browsing readiness, not ranking or AI Mode eligibility.

What SEO Professionals Are Saying

Chris Long, co-founder of Nectiv, wrote:

“Chrome just released documentation on their new Agentic Browsing audits. Somewhat buried in there, they reference how the audit will check for the LLMs.txt file. It mentions how it ‘checks for the presence of a machine-readable summary at the domain root.’ This is less than a week after their documentation talking about how SEOs don’t need to worry about additional files + markup. I’m starting to turn around on the LLMs.txt a bit. Some seriously smart people including Crystal Carter, John-Henry Scherck, Joost de Valk are turning me around on it a bit. It also seems very clear that Google doesn’t want us to test this stuff. To just keep doing SEO as we’ve normally done it without looking behind the scenes and waiting for their guidance.”

Read our full coverage: Mueller Explains Why Google Uses Markdown On Dev Docs | Google’s llms.txt Guidance Depends On Which Product You Ask

Theme Of The Week: The Quiet Rebuild

Google is rebuilding Search around AI while telling everyone the fundamentals still apply.

The optimization guide published last week says AEO and GEO are “still SEO.” Mueller says to focus on current needs. The core update rollout looks like any other. But the same week, Google announced what it called the biggest upgrade to the Search box in over 25 years, reported that AI Mode has surpassed 1 billion monthly users, announced always-on information agents, and released data showing user behavior is already shifting toward longer, multimodal, follow-up-heavy queries.

The gap between Google’s public guidance and its product roadmap keeps widening. The infrastructure is changing faster than the guidance.

Top Stories Of The Week:

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Featured Image: PeopleImages/Shutterstock

WordPress 7.0 Faces Security Concerns Over AI API Keys via @sejournal, @martinibuster

Oliver Sild, founder of Patchstack WordPress security company, shared concerns about the security of AI API keys in WordPress 7.0, sharing that there “will be an absolute rush by hackers to steal API keys.” To underline this point, an actual security bug was discovered in WordPress 7.0 that exposes API keys.

AI API Keys Are Valuable

AI API Keys are secure passwords (keys) that enable a WordPress plugin or theme to interact with an AI like Claude, OpenAI, or Gemini. An API key enables an AI company to bill users for using their systems, which is separate and in addition to the all-you-can-eat model of their monthly plans.

AI API keys are highly valuable assets that can be worth tens of thousands of dollars. Hackers steal AI API keys to power networks of AI bots that engage potential victims on social media and dating apps, running thousands of conversations with their targets. They also use stolen AI API keys to conduct scaled phishing campaigns, write malware, and it can also be used to access sensitive data that’s connected to the AI implementation in a WordPress site.

Patchstack founder Oliver Sild warned that WordPress vulnerabilities could become far more valuable to attackers now that websites are becoming increasingly connected to large language models and paid AI APIs.

Sild posted on X:

“WordPress 7.0 combined with plugin vulnerabilities = free AI tokens. There will be an absolute rush by hackers to steal API keys.”

WordPress co-founder Matt Mullenweg pushed back against the idea that WordPress sites are broadly insecure, insisting that the “vast majority” of WordPress sites are secure and saying that he’s run some WordPress sites for over 20 years that have never been hacked.

That may be true, but Automattic’s WordPress.com servers had a security incident in 2011 that exposed sensitive information.

WordPress 7.0 AI-Related Security Bug Surfaces

A newly reported WordPress 7.0 security bug involving AI API key exposure shows that the potential for security issues are real. This specific security issue surfaced in the AI integration setup form which enables a browser to autofill the AI API key, visually exposing it in the browser window. The report explains that the issue could expose credentials during screen sharing, on shared computers, or to anyone with access to an active browser session.

The official WordPress GitHub report explains what the security issue is:

“When entering an API key in the integration setup form (Anthropic provider), the API key value appears in the browser autocomplete/autofill suggestion dropdown in plain text. This can expose sensitive credentials to anyone with access to the browser session or screen.

The API key field should behave like a secure password field and should not display previously entered values as suggestions.”

A New Era Of WordPress Attacks

Oliver Sild also raised concerns in the Dynamic WordPress Facebook group about how AI integrations may change the economics of exploiting WordPress sites.

Sild argued that software vulnerabilities are already the leading cause of security breaches and warned that AI-connected WordPress sites are now significantly more attractive targets because they may contain access to valuable AI services and API credentials.

He also predicted that more threat actors would begin targeting WordPress sites specifically for AI-related credentials and services.

Other developers joined the discussion and expanded it beyond individual vulnerabilities into broader software architectural concerns about how WordPress handles secrets, plugin permissions, and database access.

Andrei Lupu warned that once attackers obtain database access, protecting secrets becomes extremely difficult:

“The reality is that once they have access to db, you are doomed. We need to work on best best practices to prevent that.”

Steve Jones of Equalize Digital suggested WordPress may eventually need a more granular permissions model controlling which plugins and themes can access sensitive services or credentials.

Sild responded that solving the problem would likely require a major architectural overhaul because plugin vulnerabilities that expose database access or administrator privileges effectively compromise the entire site.

Brian Coords, a developer advocate at WooCommerce, joined the discussion to explore whether there are practical ways to isolate API keys without redesigning WordPress itself. But he also acknowledged that arbitrary PHP execution makes the problem difficult to solve because malicious code could still invoke API calls directly from the compromised site.

He shared:

“This applies to secrets pretty generally in WordPress. Is there a solution that doesn’t require a full architectural overhaul?

…Just thinking through it, even if you could theoretically hide the keys and connections themselves outside the environment, even the ability to add PHP to a site means you could still include malicious code make the calls from the site itself.”

WordPress’s AI-Era Architecture

The problem for WordPress is that its plugin trust model was designed before websites contained monetizable AI credentials, connected to automation systems, or envisioned direct access to third-party LLM services.

That does not mean that WordPress 7.0 is insecure by default. As Mullenweg insisted, properly maintained WordPress sites can remain secure. But keeping a site frequently updated doesn’t guarantee that a WordPress site will evade getting hacked. A recent report by Patchstack said that hackers are increasing the speed at which they attack websites in order to exploit the brief window of opportunity between the time a vulnerability is discovered and the moment a site owner gets around to updating their site.

AI API Keys Make WordPress A Bigger Target

One of the takeaways here are that many site owners are unaware of how API keys work, that using them isn’t free. Using AI on a WordPress site can potentially lead to theft of thousands of dollars in AI use. Even a site that doesn’t have sensitive information to steal now becomes a valuable target if they are using an AI key to accomplish tasks like scale meta descriptions across a site or to help with building the website itself.

Featured Image by Shutterstock/Yuriy2012

When Marketing Leaders Can’t Explain Search Performance via @sejournal, @coreydmorris

Search marketing produces an enormous amount of performance data, but many marketing leaders still struggle to explain what those results mean for the business.

SEO and paid search reports often focus on visibility, clicks, and conversion metrics. And, in many cases, data sources for that information don’t match up, as I explored in my previous column.

While valuable, these metrics don’t always translate clearly into business impact and leave chief marketing officers and marketing leaders with reports they can present, but not always confidently explain. And, in some cases, get caught looking defensive and reactionary versus confident and proactive in presenting performance data and having the pulse of what is happening.

I learned this the hard way early in my career as an SEO. A few months into SEO work with an attorney, I had rankings, traffic, and tracked conversions that all looked great. My stomach dropped when I was told, “that’s great Corey, but I didn’t get a single new case from any of this.” It wasn’t comfortable for me back then to go beyond the marketing key performance indicators. As I grew in my career, though, I never forgot about that day.

Today’s attribution world is a mess, and it is more complex when we add in AI visibility, sources, and even Google’s own SERP changes with AI integration to our SEO and SEM data.

This article explores the gap that exists between search marketing performance metrics and executive-level business outcomes, and offers guidance for how marketing leaders can translate search results into meaningful business narratives.

1. Start With The Business Outcome, Not The Metric

The deepest business metric (not marketing) that you have access to is where I recommend starting. There’s not a universal truth on what the ultimate business metric is due to the complexity of different organizations and how much access there is to data, so this is possibly wildly different for everyone.

The goal is to try to remove a CEO vs. CMO disconnect. Or, one between marketing leadership and other leadership functions in a business. It is clear that when marketing leadership is engaged at a business leadership level (not just marketing channels), companies grow faster.

Whether it is actual revenue, customer lifetime value, or something further upstream like qualified leads (and however complex that scoring might be), going beyond the basic web conversion data point can be incredibly helpful in marketing leadership.

When you have the ability to map out business outcome metrics working backward to search metrics, you can demonstrate the impact of the work in a way that shows value versus showing activity.

As a marketing leader, this might seem overly personal, but you can often look at what metrics your role’s performance is accountable for and start there to ensure you have a clear view of search’s impact on those KPIs.

Whether you’re new to your marketing leadership role, or just need to level-set with peers or other executives you report to, a structured goal-setting process can be powerful. You can do so by gaining one-on-one perspectives on what metrics matter to each person. However, it can be really powerful to do this in a workshop format. One where the pressure of past results is off. Most importantly, fostering conversation and Q&A where every person in the room answers questions around what metrics matter to them personally, their functional area, and to the company. This process can help everyone recognize how aligned they are or how far off, which helps you to set a baseline for things that might not be in the purview of marketing, but still have a profound impact on performance measurement.

2. Focus On Fewer, More Meaningful Metrics

When we have too many metrics in our performance data, we can dilute the message we’re trying to convey in reporting. I have sat through presentations that include slide after slide of numbers to only see an executive from another function of the business derail the presentation with impatience, wanting to know what the key takeaway is.

“Is this working?”

“What is the ROI?”

Or, “why are we not showing up for [insert keyword]?” when there’s numbers and KPIs overload.

Not every metric needs to be included in performance reporting, and when you can prioritize what leadership peers or higher-ups actually care about, then you can zero in on it.

These can be uncomfortable questions, challenges, or confrontations in reporting meetings. It can be incredibly helpful for CMOs/marketing leaders to partner with CFOs/financial counterparts to create a shared measurement framework to reduce guessing and to define a shorter, more meaningful set of metrics.

If there isn’t already some type of executive scorecard or overall business reporting format that you contribute to, you might find success in taking a first step in proposing the creation of one. Working one-on-one with a finance counterpart is a great start–as noted. Often, there isn’t an owner or accountable party for unifying all of the metrics. There is likely a source of truth, like a customer relationship management or enterprise resource planning, that matches up down the road with financial reports. Getting buy-in and help on a personal level from other leaders can help make subjective sets of data that different people look at come together in common metrics and shared success language.

3. Explain What Changed And Why

I personally don’t like to use the term “reporting” when looking at performance. I’ve written before about the START Planning Process, where the “R” in that process is intentionally for “review” and not “reporting.”

You can argue with me that this is just semantics (and, since I’m an SEO at heart, I’ll accept a healthy debate), but I feel it is important for there to be balance in any level of performance analysis. Reporting, in my mind, is looking at what happened and into the past. Review has some “reporting” but also covers the here and now and looks forward. It is confident and in control.

We’re not just sharing what happened, but we’re owning and answering for what changes happened, what caused them, and using real campaign examples, competition, algorithm/platform changes, and talking about it connected with broader business implications and not just deep in search silos.

Leaving data up to interpretation can lead to a wide range of assumptions, and the data should not be left to speak for itself regarding what happened and why.

You don’t have to abandon slides or totally change your reporting format. However, you can change the order and only show the slides and metrics that tell a meaningful story and push deeper drill-down metrics that might be a distraction to hidden slides, linked reports, and things that you can have handy if needed, but that don’t create default distraction opportunities.

4. Connect Performance To Strategy

Performance data, no matter how real-time the dashboard is, how confident and positive the presentation or conversation might be, is typically delivered at a moment in time.

We all have short memories. If we’re in marketing leadership and close to the work within the team, we’re focused on the details of what we’re doing in the moment. For broader leadership outside of marketing, they are buried in their own day-to-day, and all of us likely don’t have our marketing strategy memorized.

Analytics should serve decision-making, and not simply be for a presentation. Framing data points in a decision-driven approach will shift the conversation and empower you in where you’re going with the digital strategy.

Having a documented, detailed, accountable, and actionable strategy and plan is critical. The next most critical thing is being able to connect what happened, where we are now, and where we’re going directly back to that strategy that was agreed upon in the past, as it is the objective source of truth to keep from chasing distractions or having debates about details that aren’t fully connected to the business outcomes we’re working toward with intention.

Marketing strategies and plans are often dozens of pages long in document format or sets of slides. They are rarely pulled up and walked through after the initial sign-off on the strategy. Bringing the strategy deck to every performance review meeting isn’t advised. However, having parts of it handy is important. It is easy to get lost on tangents about “what ifs” and disconnected tactics. With performance anchored to specific strategic initiatives, you can keep the strategy in front of stakeholders in context with performance data, so there are clear and objective details to stop tangents before they happen. Practically, this can be a strategic aspect of the plan right next to the KPI in a slide or in a dashboard to reduce the risk of data points being taken out of context.

5. Provide A Clear Point Of View

I would love to live in a world where search marketing and business numbers speak for themselves, and I could simply stand behind them. That world doesn’t exist, though, (I’ve learned the hard way), and if we don’t have a point of view to share on performance, rooted in the truths of our strategies and tactics, then we’re creating a vacuum for someone else to apply their own interpretations.

For a number of reasons, CMOs can “suffer from a crisis of confidence” and not fully own areas where they have a unique impact in the C-suite and beyond.

When it comes to digital marketing, we have to be confident about what is working, what isn’t working, and what needs to change. This is where we show up as leaders to own the subject matter. While we might need the approval of others, need their cooperation, or need to reach certain milestones, we want to avoid situations that put us in reporting mode, getting defensive, losing the message, and taking away from where we’re going.

Search marketing changes fast. I don’t have to tell you that. If you’re struggling with potentially coming across as defensive or if legit changes in the search industry risk sounding like excuses, I recommend developing your own POV on search. My team’s is 11 pages and is updated quarterly. It helps provide philosophical information about what we do in search, why, and references the third-party sources that go beyond our own experience to justify our strategies and tactics. This type of documentation can be helpful to offer to stakeholders for reading outside of performance reviews and to help extract things from inside your team’s heads out into the open that can be stood behind, challenged, or referenced to make things more objective and less personal when questions come.

6. Define What Happens Next

Whether in an informal conversation, a formal presentation deck, or providing context to a dashboard, you could have already addressed how the strategy is woven into the performance metrics and where we’re going next.

Being consistent in keeping everyone focused on the forward momentum (or corrections) of a plan incrementally in reporting or in conclusion, you don’t want to understate what is happening next.

Outlining next steps, priorities, adjustments, resources needed, and any strategic adjustments puts the focus on where you’re going, what you need to accomplish, and what to expect in the next review setting, especially if you tend to have your review (or reporting) derailed consistently by other stakeholders. This isn’t about closing the loop on what happened, but about closing the next loop and setting up the next review for meaningful impact, as MIT Sloan notes regarding how analytics success isn’t found in just data collection, but in proactive data management and insight.

Paid search benefits from being able to make quicker updates that effect change. But, both paid search and SEO can benefit from tangible action plans. While they are ongoing disciplines, treating short-term tasks like smaller projects or agile sprints can help connect activity to results. Crafting a brief, project plan, or documented sprint can go a long way in helping demonstrate the short-term activities that are planned, so there’s no wondering about what mystic or magical tactics are going to happen to ensure the conversation and review have progressed at the next interval for those who aren’t in the details with you.

Final Thought

In marketing leadership, it is on us to own our metrics and performance. That means going beyond the basics of simply reporting on the search marketing KPIs to stakeholders. It means demonstrating leadership in connecting the dots between search performance and business performance outcomes.

This is territory that, early in my career, I struggled with. How could I answer for things that happen beyond the conversation? Well, I had to learn through both wins and losses to understand it and grow comfortable with it.

Owning and leading in marketing, for search performance, means having the POV, connecting back to objective strategy anchors, and having a “review” mindset balanced with what happened, where we are, and where we’re going, and not getting stuck reporting the past or letting others control the narrative or come up with separate opinions that differ from the truth.

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Tech researchers are suing the Trump administration over the future of online safety

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  • Researchers are fighting back: The Coalition for Independent Technology Research is suing the Trump administration over visa restrictions targeting foreign-born researchers who study content moderation and online safety, arguing the policy is unconstitutional and chills free speech.
  • A deliberately broad crackdown: The policy, announced by Secretary of State Marco Rubio, claims to target individuals that facilitate “foreign censorship.” But the lawsuit alleges that this is vague enough that anyone in fact-checking or online safety could theoretically face travel bans or deportation.
  • Real people, real consequences: As one example of the real consequences of chilling effects, online safety expert Eirliani Abdul Rahman left the US for Germany, describing the climate of government action and shifting tech company policies as untenable for her to continue her work safely or effectively
  • ,

  • The stakes go beyond researchers: The outcome could affect what the public learns about AI and social media risks; it was independent research quantifying the extent of Grok’s generation of millions of sexualized images of children that triggered government investigations worldwide.

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Since its earliest days back in office, the Trump administration has been going after researchers who study and try to counter hate speech, harassment, propaganda, and disinformation online. 

Now, some of those researchers are fighting back. Last week their lawsuit—which could have global repercussions for online safety and free speech—made its first appearance in court

This fight started a year ago, when US Secretary of State Marco Rubio announced on X what he called a “visa restriction policy” against “foreign officials and other persons” who were “complicit in censoring Americans.” Since then, a handful of foreign officials and researchers have been barred from travel to the US, and in theory, anyone working in fact-checking or online trust and safety more broadly could face the same restrictions. 

Still, the exact implications of Rubio’s announcement are unclear—purposefully so, argues Carrie DeCell, a lawyer representing the researchers. “This policy is expansive and incredibly vague, and the chilling effects are correspondingly enormous,” DeCell said outside the courthouse in Washington, DC, on May 13.  

The case has been brought by the Coalition for Independent Technology Research (CITR), an advocacy organization for tech researchers. It is suing Rubio, former US secretary of homeland security Kristi Noem, and former US attorney general Pam Bondi and asking the court to strike down the policy as unconstitutional. In their complaint, the plaintiffs say the policy violates the speech and due process rights of foreign-born tech researchers and workers whose “work supports greater moderation of content on the [tech] platforms.”

CITR is represented by Columbia University’s Knight First Amendment Institute and the legal nonprofit Protect Democracy. DeCell, a senior staff attorney at the Knight Institute, tells MIT Technology Review that they’re in court because the Trump administration is effectively “using immigration law to punish people for expressing views that it disagrees with.” 


This story is part of MIT Technology Review’s “America Undone” series, examining how the foundations of US success in science and innovation are currently under threat. You can read the rest here.


Most immediately, the plaintiffs are asking the government to halt these visa restrictions while the case proceeds. Zachariah Lindsey, the assistant US attorney representing Rubio and the other defendants, argued in last week’s hearing that the government is not targeting speech but, rather, “conduct [that] is assisting or facilitating foreign government censorship of free speech.” At the end of the week, the government filed a motion to dismiss the case.

The judge has yet to rule on either motion, and his questions so far appeared to focus on parsing what (and who) is actually affected by the State Department’s announcements, as well as other procedural issues. 

The outcome of the case may ultimately affect how much the public knows about the risks of social media and AI, says Nicole Schneidman, head of Protect Democracy’s technology and data governance team. The workers bringing this suit, she says, “serve a really, really important function in educating the public, holding tech companies accountable, doing research on the ramifications that advanced technology has on our society.” 

“A political witch hunt”

CITR’s lawsuit is the latest salvo in a yearslong battle over how the internet should be moderated, and by whom—a question that has become increasingly political and entangled in allegations of censorship. 

For years, Trump and his allies have claimed to be victims of a vast conspiracy between government agencies, civil society groups, academics, and Big Tech platforms to specifically censor conservative voices online. According to this narrative, a so-called “censorship-industrial complex” helped the Biden administration subvert First Amendment protections on speech by allegedly outsourcing censorship to these groups.

The State Department claims Rubio was able to implement the immigration policy because the Immigration and Nationality Act authorizes him to “render inadmissible any alien whose entry into the United States ‘would have potentially serious adverse foreign policy consequences for the United States.’” Before the current Trump administration, the statute was rarely invoked, and when it was, it was typically with more limited, specific criteria, rather than its current application against anyone who has participated in alleged censorship—an action that has no legal definition. 

The administration first deployed the policy in July 2025, when Rubio issued a statement announcing the revocation of visas for Alexandre de Moraes, the lead justice on the Brazilian Supreme Federal Court, and “his allies on the court” who were involved in prosecuting Jair Bolsonaro, Brazil’s former president. The prosecution was a “political witch hunt,” said Rubio, calling it evidence of a “censorship complex so sweeping that it not only violates basic rights of Brazilians, but also … targets Americans.”

Then, in early December, the State Department issued instructions to embassies to reject H-1B visa applications from individuals who had worked specifically in fact-checking, online trust and safety, and mis- or disinformation research, as Reuters first reported. 

A few weeks later, on December 23, the agency announced visa restrictions for five Europeans whom it accused of censoring Americans. This included two CITR members: Imran Ahmed, founder and CEO of the Center for Countering Digital Hate, which documents hate speech on social media platforms, and Clare Melford, cofounder of the Global Disinformation Index, which ranks websites according to how often they publish hate speech and disinformation. Also banned were the former European Union commissioner Thierry Breton, a key architect of the European Union’s Digital Services Act (which the State Department has called “Orwellian” and an example of censorship), and Josephine Ballon and Anna-Lena von Hodenberg, co-CEOs of HateAid, a German nonprofit that fights online hate speech. 

Ahmed, who lives in the US with his American wife and child, quickly filed his own lawsuit to stave off deportation and halt the policy. A preliminary injunction preventing his detention and deportation is in place as the lawsuit continues. 

The Department of Homeland Security referred questions from MIT Technology Review to the State Department, which referred “specific questions” to the Department of Justice, while also writing that “the Trump Administration believes that aliens who are or were involved or complicit in censoring American citizens must face appropriate consequences. An American visa is a privilege not a right.” The Department of Justice did not respond to a request for comment. 

“A gut punch”

Now, more tech researchers are fighting back. 

CITR represents 500 individual and institutional members in 47 countries; 40 are based in the United States, including around 30 noncitizens. The organization argues that US-based tech researchers are experiencing a widespread chilling effect and are having to change or reframe what they’re studying so that it’s less explicitly (or less obviously) about content moderation or countering disinformation. Alternatively, some are leaving the US altogether, or making plans to do so, in order to safely carry out their work. 

CITR member Eirliani Abdul Rahman, a Singaporean online safety expert and a founding member of Twitter’s Trust and Safety Council, is one of these individuals. Her experience was included, though described anonymously, in CITR’s initial legal complaint. 

Back in December 2022, shortly after Elon Musk purchased Twitter, Abdul Rahman and two other Trust and Safety Council members publicly resigned. They spoke out against “red lines” the new owner had crossed, including his reinstatement of accounts that had previously been banned, and noted the marked increase in hate speech on the platform. 

Musk disbanded the council days later, but first he retweeted a post that tagged Abdul Rahman and the others and said: “You all belong in jail.” This led to a level of online harassment, doxxing, and death threats that she had never before experienced. “I was trained as an economist, and I could just see line graphs form in my head of the stochastic jump in what happened,” Abdul Rahman says, referring to the way the dangerous attention spiked after Musk effectively endorsed the other user’s provocation. 

This experience inspired her to pursue a new area of research: using quantitative methods to study and hopefully stop social media harassment “in real time,” she says. 

“The ones that are most harassed are people [who] have historically been marginalized,” she adds. “Most of us know about this already, like it’s intuitive. But until you quantify it, sometimes it’s just not seen and taken seriously.”   

But then Trump was reelected, making the work feel untenable. The US quickly became “a funding desert” for scientific research, she says, with federal support for any research perceived by conservatives to focus on mis/disinformation getting cut. At the same time, tech companies shifted their positions on content moderation to align with the president’s, meaning that her research would be unlikely to have any practical implications: “There’s simply no guardrails around social media anymore,” she says. 

Fast-forward to December 2025, and the travel bans on the five Europeans felt like “a gut punch to the stomach,” Abdul Rahman says. She and Ahmed had both testified earlier in the year before the UK Parliament on the role social media played in spreading false claims about the supposed Muslim identity of a murderer who had killed three British girls; this online activity contributed to violent anti-immigrant and Islamophobic riots across the country in the summer of 2024. 

The targeting of Ahmed and the other Europeans “was the last straw” for Abdul Rahman. Soon after, she left the US for a six-year fellowship in Germany aimed at supporting “international academic freedom”—coincidentally arriving in the country on the same day CITR filed its lawsuit. 

“My body just calmed down,” Abdul Rahman says of landing in Germany. “I didn’t wake up in the middle of the night … always wondering about the next executive order and how it pertained to my situation.”

Abdul Rahman believes this legal battle has implications that reach beyond CITR members and their families. It “pertains to all immigrants in the US to protect our First Amendment rights,” she says.

Additionally, whether fact-checkers, online trust and safety workers, and tech researchers can continue to do their work has a broader impact on anyone who uses the internet. 

Earlier this year, for example, Ahmed’s Center for Countering Digital Hate published widely cited research that Grok’s image-editing feature had generated an estimated 3 million sexualized images, including 23,000 images of children, in an 11-day period. This led to government investigations, lawsuits, and even temporary bans for Grok’s parent company, xAI, across the United States and world. 

“The threats have really sharpened”

MIT Technology Review has reported extensively on this right-wing war on supposed censorship; one of our stories revealing that State Department leadership requested communications records from a now-shuttered office focused on countering foreign disinformation has been included as an exhibit in the CITR lawsuit. This request sought insight into communications with a slew of individuals some far-right activists allege are involved in the “censorship-industrial complex,” including journalists, the German foreign minister, and numerous researchers studying disinformation and hate speech (including Medford, Ahmed, and their organizations).

DeCell tells us that over the past year and a half, there have been more lawsuits against the Trump administration regarding free speech—because “the threats have really sharpened,” she says.

Last year, the Knight Institute sued Rubio on behalf of of university faculty and students who have been arrested, detained, and deported for their pro-Palestinian speech; this past January, a judge ruled that the administration’s deportation policy was unconstitutional. The risk to free speech rights is “palpable” when the government “decides to target people specifically with the threat of rounding them off the streets, throwing them into a detention center, and then potentially deporting them from this country,” DeCell says. 

Though Abdul Rahman is safely abroad for now, she says she’s watching the CITR lawsuit closely. Ultimately, she says, she believes it will determine whether researchers will be able to continue to do their work, “which is to take social media platforms to account,” she says—“making sure there’s actual accountability and independent oversight is critical to protecting our democracies.” 

Climate tech companies are pivoting to critical minerals

We’re over a year into the second Trump administration here in the US, and support for climate causes is weak. But climate tech companies are finding ways to survive and even thrive in this new environment, including by focusing on potential benefits outside decarbonization.

Suddenly, it feels like every climate tech company has a story to tell about topics that are politically in vogue: data centers, energy abundance, or critical minerals. In my newest story, I covered Boston Metal’s latest funding round. Largely known for its efforts to produce steel with lower greenhouse gas emissions, the company raised $75 million from new and existing investors to help support its critical metals business.

Focusing on metals like niobium and tantalum won’t have the massive climate benefit that cleaner steel would, but it could generate the cash the company needs to keep going. It’s a strategy I’m noticing more as these tough industries like steel look ever tougher to succeed in with limited federal support in the US.  

Boston Metal’s molten oxide electrolysis technology uses electricity to produce metals.

I covered the startup last year, when it announced a major milestone for its steel business, running its pilot reactor in Massachusetts and producing a literal ton of material.

Now the company’s focus has shifted, and it is going all-in on making other metals, from niobium and tantalum (used in aircraft engines and high-end steel alloys) to chromium and vanadium.

The steel industry is a difficult one: It operates at a massive scale, and the product doesn’t command too high a price. Focusing on other metals, especially ones the US government deems critical, could be a way to stay afloat, maybe even long enough to meaningfully cut emissions from the steel industry. 

“By deploying in the critical metals industry where we can go very fast, we generate the resources to continue with the development of steel,” says Tadeu Carneiro, CEO of Boston Metal.

Other companies are also hoping critical materials could help their business models.

California-based Brimstone has a new process to make cement—another heavily polluting industry that’s proving difficult to decarbonize. The company uses a new starting material to help cut down on carbon dioxide emissions. In addition to cement, it makes supplementary cementitious materials that can be added into concrete as well as smelter-grade alumina.

Last year, the US Department of Energy canceled $1.3 billion in funding that had been set aside for cement-related projects. Brimstone saw one of its awards canceled, as did Sublime Systems, another cement startup I’ve covered a lot over the years.

At the time, a Brimstone representative told me that the company saw the cancellation as a “misunderstanding” and said the facility the funding had been designated for would make not only cement, but also alumina, which would support US aluminum production.

Today, the company’s website prominently highlights that it produces critical minerals in addition to cement.

Some carbon dioxide removal companies are hoping to hop on the critical minerals train, too, aiming to work with the mining industry. Others are pitching that they can help mining operations operate more efficiently or serve as cleanup for active or abandoned mine sites.

All of this is part of a much broader messaging shift. Everyone from politicians to heads of energy companies is talking less about climate.

It’s a trend that makes me nervous, even if I understand the impulse. I worry that if we keep too quiet on climate, companies might lose the plot and make choices that won’t help cut emissions. But for some, leaning into a different priority or pushing a different message could help them stay in business long enough to make a difference. We’ll all have to wait to see how it all pans out.

This article is from The Spark, MIT Technology Review’s weekly climate newsletter. To receive it in your inbox every Wednesday, sign up here

The Download: online safety’s future and climate tech’s big pivot

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

Tech researchers are suing the Trump administration over the future of online safety

For months, the Trump administration has been going after researchers who study and try to counter hate speech, harassment, propaganda, and disinformation online. Now, some of those researchers are fighting back. 

In a new lawsuit, they’re seeking to strike down a visa restriction policy against “foreign officials and other persons” announced last year by US Secretary of State Marco Rubio.

They say the policy violates the speech and due process rights of foreign-born workers whose “work supports greater moderation of content on the [tech] platforms.” Find out how the case could impact online safety and free speech.

—Eileen Guo

Climate tech companies are pivoting to critical minerals

We’re over a year into the second Trump administration, and support for climate causes in the US is weak. But climate tech companies are finding ways to survive and even thrive in this new environment, including by looking beyond decarbonization.

One example is Boston Metal. The startup has raised a $75 million round to produce critical metals, MIT Technology Review can exclusively report.

The company is best known for its efforts to clean up steel production, an industry that’s responsible for about 8% of global greenhouse gas emissions. But the new focus and fresh funds could help it survive a period of waning support for industrial decarbonization.

Read the full story on its high-stakes shift. And discover more about the new strategy for climate tech companies in our analysis of how they’re reframing their missions.

—Casey Crownhart 

Our story on the climate tech pivot is from The Spark, our weekly newsletter giving you the inside track on all things climate. Sign up to receive it in your inbox every Wednesday.

Can AI learn to understand the world?

As the limits of LLMs become clearer, researchers are developing a new kind of AI designed to understand the physical environment: world models. 

Recent developments from Google DeepMind, Fei-Fei Li’s World Labs, and Yann LeCun’s new startup have pushed these systems to the forefront of AI. At an exclusive virtual event today, MIT Technology Review will examine the progress—and what comes next.

Join editor in chief Mat Honan, senior AI editor Will Douglas Heaven, and AI reporter Grace Huckins for the subscriber-only Roundtables discussion on world models. Register here to take part in the session at 19:30 GMT / 2:30 PM ET / 11:30 AM PT.

World models are one of our 10 Things That Matter in AI Right Now, MIT Technology Review’s new list of the technologies and ideas shaping the future of AI.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 SpaceX has filed for an IPO expected to be the largest ever
It could make Elon Musk the world’s first trillionaire. (BBC
+ But he’s also a risk factor in the prospectus. (The Verge)
+ The filing exposes SpaceX’s finances for the first time. (NYT $)
+ AI spending pushed it to a $1.94 billion loss in Q1 2026. (Reuters $)
+ And rivals are challenging its launch dominance. (MIT Technology Review)

2 Nvidia reported record revenues thanks to the AI boom
It’s blown past Wall Street expectations, despite losing the Chinese market. (Guardian)
+ It has “largely conceded” China’s AI chip market to Huawei. (CNBC)
+ It generated no revenue from H200 chip sales in China. (SCMP)

3 Samsung has averted a massive strike over AI profit-sharing
It reached a tentative deal on bonuses with workers. (FT $)
+ The last-minute deal averts an 18-day walkout. (Engadget
+ But the compromise has exposed deep divisions. (Reuters $)
+ Anti-AI protests are increasing. (MIT Technology Review)

4 President Trump will sign a cybersecurity directive as soon as today
But it stops short of mandatory federal approval of models before they’re released. (Bloomberg $)
+ AI is making online crimes easier. (MIT Technology Review)

5 OpenAI may file for an IPO within days
The ChatGPT-maker wants to go public as early as September. (WSJ $)

6 Robotics won’t be transformed by a single AI breakthrough
Don’t expect a ChatGPT moment. (IEE Spectrum)
+ Human work behind humanoid robots is being hidden. (MIT Technology Review)

7 Rocks could generate hydrogen while storing CO2
New research shows they could also produce geothermal power. (New Scientist)
+ AI is uncovering hidden geothermal energy resources. (MIT Technology Review)

8 The EU is accelerating a Trump-fueled breakup with Big Tech
Geopolitical tensions are driving a shift toward homegrown software. (Wired $)

9 Solid-state breakthroughs could soon transform commercial batteries
They’d be faster and safer than today’s lithium-ion equivalents. (The Economist $)

10 Two researchers are rebuilding math from the ground up
By replacing the most fundamental concept in topology. (Quanta)
+ OpenAI claims its solved an 80-year-old math problem. (TechCrunch)

Quote of the day

“This isn’t a blip, it’s an inflection point.” 

—Gurjeet Grewal, CEO of UK-based Octopus Electric Vehicles, tells Reuters that the Iran war has been a boon for European EV sales.

One More Thing

Keisy Plaza looks at her daughter Arantza Plaza with disappointment after failing to get an appointment on the CBP One app in Ciudad Juárez, Mexico.
ALICIA FERNáNDEZ


The new US border wall is an app

At the US southern border in 2023, asylum seekers had to request appointments with immigration officials via a mobile app. The Biden administration said the app, named CBP One, would make migration more orderly and discourage unauthorized crossings. But for many migrants, it became another obstacle.

While waiting in dangerous border cities, they reported frozen screens, facial recognition issues, spotty connectivity, and difficulty securing appointments. Advocates argue that requiring vulnerable people to rely on smartphones, internet access, and digital literacy creates a system that leaves many behind.

Find out how CBP One endangered some of the people most in need of protection.

—Lorena Ríos

We can still have nice things

A place for comfort, fun, and distraction to brighten up your day. (Got any ideas? Drop me a line.)

+ See how big countries really are with this interactive tool.
+ Explore the entire Star Wars galaxy in detail through this interactive map.
+ Chart the origins of historical events with this interactive cause-and-effect explorer.
+ Discover the surprising origins of global currency symbols in this deep dive into financial history.

Anthropic’s Code with Claude showed off coding’s future—whether you like it or not

The vibes were strong at Code with Claude, Anthropic’s two-day event for software developers in London that kicked off on May 19, the same day as Google’s I/O in Palo Alto. (A coincidence, not a flex, Anthropic staffers assured me.)

“Who here has shipped a pull request in the last week that was completely written by Claude?” Jeremy Hadfield, an engineer at Anthropic, asked from the main stage. Almost half the people in the packed room—many sitting with laptops on their knees, coding or prompting as they watched the talks—raised their hands.

Pull requests are fixes or updates to existing software that are submitted for review before they go live. They are the bread and butter of software development, the chunks of code that most professional developers spend their lives writing—or did until now.

“Who here has shipped a pull request that was completely written by Claude where they did not read the code at all?” Hadfield asked next. Nervous laughter. Most of the hands stayed up.

It’s not news that LLM-powered tools like Anthropic’s Claude Code and OpenAI’s Codex have upended the way software gets made. Top tech companies now like to boast of how little code their developers write by hand. (“Most software at Anthropic is now written by Claude,” Hadfield said. “Claude has written most of the code in Claude Code.”) OpenAI, Google, and Microsoft make similar claims. Many others wish they could.

Even so, it is striking how normal this new paradigm already seems, and how fast it has set in. This was the second year that Anthropic has put on developer events, which also run in San Francisco and Tokyo. This time last year, the company had just released Claude 4. It could code, kind of. But with Anthropic’s latest string of updates—especially Claude 4.6 and then 4.7, released in February and April—Claude Code is a tool that more and more developers seem happy to hand their work off to.   

An 8-bit character with a chef's hat in a pixel kitchen flips food in a fry pan over a pixel stove
Let Claude cook.
ANTHROPIC (GRAPHIC) / WILL DOUGLAS HEAVEN (PHOTO)

Anthropic says its goal is to push automation as far as it will go. Instead of using AI to generate code and then having humans clean it up and fix the mistakes, it wants Claude to check and correct its own work. “The default isn’t ‘I’m going to prompt Claude’—the default is now ‘I’m going to have Claude prompt itself,’” Boris Cherny, who heads Claude Code, said in the opening keynote.

If all goes well, human developers shouldn’t even see the error messages when something doesn’t work. That will all be handled by Claude, which will test and tweak, test and tweak, until everything runs as it should. As Ravi Trivedi, an engineer at Anthropic, put it in another talk: “The key principle is getting out of Claude’s way. We like to say: ‘Let it cook.’”

Trivedi presented a new feature in Claude Code, announced two weeks ago, which Anthropic calls dreaming. Claude Code agents write notes to themselves, recording and saving useful information about specific tasks. When another coding agent later starts to work on the same code, it can use the notes to get up to speed faster and learn from any errors that previous agents may have made.

Dreaming is a system that Claude Code uses to read through all these notes and consolidate the information they contain, spotting patterns and common issues across different tasks. In theory, dreaming should help Claude Code learn about a particular code base and get better and better at working on it.

Success stories

Code with Claude is an event aimed at developers. As well as product showcases and hands-on workshops from Anthropic, there were how-tos from a range of companies that had reshaped their software development teams around Claude Code, including Spotify and Delivery Hero as well as Lovable, Base44, and Monday.com—three startups vibe-coding apps that help people vibe-code apps.

There were no signs of unease at Code with Claude. Everybody I met wanted in.

And yet outside the conference there have been a number of reports that many coders are starting to question this bright new future. Some gripe in online forums like Reddit and Hacker News that AI coding tools are being pushed by managers chasing productivity gains, when in practice the technology makes software development harder because of all the extra code developers now have to review. “The only people I’ve heard saying that generated code is fine are those who don’t read it,” a user called pron posted on Hacker News last week. 

Others claim that their coding abilities have fallen off as they hand more tasks to AI. And researchers have warned that AI tools can produce unsafe code that will make software more vulnerable to attacks.  

I sat down with Claude engineering lead Katelyn Lesse and Claude product lead Angela Jiang and asked them what they made of the concerns that a sudden flood of code generated (and shipped) without proper human oversight was kicking serious security and maintenance problems down the road.

“All of the old software development best practices still apply. They’ve applied this entire time,” said Lesse. “I think there are a lot of people and teams that may have lost sight of them in this moment.” 

And yet as Anthropic and others push for greater automation and tools like Claude Code improve, the temptation increases to offload more and more tasks, including oversight. Lesse told me that some of the technical managers at Anthropic are exhausted by keeping up with all the code their teams now produce. “Part of things happening so much more quickly is just managing your time,” she said.

“I think that right now Claude is probably as good as a midlevel engineer at writing code,” she added. You still need expert engineers to design a system and troubleshoot harder problems, she said, “But over time we want Claude to get better and better at all different types of engineering.”

Jiang agreed: “I think the absolute end state we’re trying to get to is Claude basically being able to build itself.”

Scaling creativity in the age of AI

Storytelling is core to humanity’s DNA, stemming from our impulse to express ideals, warnings, hopes, and experiences. Technology has always been woven through the medium and the distribution: from early humans’ innovation of natural pigments and charcoals for cave paintings to literal representation by the camera.

The landscape of storytelling continues to shift under our feet. Social and streaming platforms have multiplied, audiences have fragmented, and our demand for fresh, unique media is insatiable. A recent McKinsey podcast cites that we are watching upwards of 12 hours of video content daily, often on multiple devices and multiple platforms.

All this content is expensive to produce: With a baseline budget of $150M, a Hollywood feature runs $1M per minute of finished film; prestige streaming content is in the hundreds of thousands per minute. And since consumers want to engage with authentic, original material, every company is now effectively a media company. That means we all face the same pressure: more content, with the same time and budget constraints.

There is no longer a question whether to use AI for content; the math doesn’t work any other way. What leaders need to focus on now is how to adapt responsibly, protect brand integrity, uplift team creativity, and build customer trust.

A few things worth holding onto as this era accelerates:

  • AI amplifies what’s already there, both good and bad. Weak strategy stays weak.
  • Responsible adoption means knowing what’s in your tools and models. Provenance and transparency are the foundation, not the finish line.
  • Scale without taste is just noise. Investing in your team’s judgment is what makes more content matter.
  • Fundamentals of great storytelling have not changed. Regardless of format or channel, what makes audiences lean in are still characters, arc, ingenuity, and surprise.

The permanent sprint

Creative teams are trapped on the endless hamster wheel of production, and it’s not slowing down. According to Adobe research, content demand will grow 5x over the next two years. Social content shelf life is now measured in hours, not weeks. Keeping fresh work in the pipeline is a permanent sprint, requiring teams to rethink how creative production functions.

The first move is freeing creative teams by having AI absorb the repetitive work so they have space for the strategic creative decisions that require human ingenuity. In a recent study from Adobe, 94% of creatives report that AI helps them produce content faster, saving an average of 17 hours per week. That recovered time is not a productivity metric; it is renewed creative capacity.

As a use case, Nestlé offers a useful blueprint. Its teams operate across 180 countries with a portfolio of iconic brands including Nescafé, KitKat, and Purina. Using Adobe Firefly Custom Models embedded in existing content workflows allows teams to generate assets in a brand-informed style without disrupting creative flow. At Nestlé, workflow cycle times dropped 50%. “With Firefly Custom Models, we can react at the speed of culture. It’s the closest thing we’ve had to magic.” says Wael Jabi, global strategic comms lead for KitKat.

As we move into the agentic era, the possibilities expand further. Adobe’s Creative Agent thinks in systems, not tasks, orchestrating across workflows, apps, and processes to close the gap between idea and execution, and get teams out of the production cycles that consume their productivity.

Build for your brand, not every brand

A company’s brand is how the world recognizes and connects with them. And it’s more than a collection of assets—it is dynamic, subjective, and expressed in thousands of micro-decisions made every day by the people who know it best. As production scales, keeping everything tuned to the brand gets more challenging. Off-the-shelf AI cannot replicate the level of nuance creative teams bring to content, and there’s a real cost to getting it wrong; diluting a brand in market with almost-right output is not an acceptable option. Customer trust is fragile.

Starting with a bespoke AI model built with Adobe Firefly Foundry addresses this directly. Firefly Foundry starts with a commercially safe base model and trains further on a company’s IP, making it possible to produce content that genuinely reflects the team’s vision.

And to ensure that Firefly Foundry models truly represent the creatives at the helm, Adobe has partnered with film studios like Wonder Studios, Promise.ai, and B5 Studios, and the “big three” talent agencies CAA, UTA, and WME to deeply understand what it means (and what it takes) to build an IP-immersive model that keeps creatives at the center as these film studios and talent agencies scale their visions. These brand ecosystems can accelerate nearly every phase of the production process, from ideation and storyboarding to production and promotion, all while preserving artistry and authorship. And to power the next generation of creativity and content, Adobe has recently announced a strategic partnership with NVIDIA, delivering best-in-class creative control along with enterprise-grade, commercially safe content at scale.

Generic AI gives teams a starting point. But a model trained on a brand’s own IP gets them to the finish line, while still leaving room for the creative calls that matter most.

When agents become the audience

AI is not only reshaping how we create; it is reshaping how customers find and engage with brands entirely. According to Adobe Digital Insights, AI-powered shopping has surged 4,700%. Agentic web traffic is up 7,851% year over year. Yet, most businesses still have significant gaps in AI-led brand visibility. If content is invisible to AI agents, then a brand is invisible to customers.

Major League Baseball is ahead of this curve. Using Adobe LLM Optimizer, the league monitors how its content surfaces across AI interfaces and makes real-time adjustments to maintain visibility. As fans search for tickets, stats, or game-day experiences, the league ensures its brand shows up wherever that search is happening. And with Adobe’s recent acquisition of Semrush, brand visibility goes even further.

The agentic web created an entirely new content surface that did not exist two years ago, and this exponential proliferation of content illustrates precisely why scaled, on-brand content production has become a strategic imperative. A well-built agentic foundation offers full visibility into (and control over) every piece of content, from production to performance.

How to prepare for AI integration

Here are a few steps to get started:

Audit before automation. Content supply chains usually include duplicated processes, unclear ownership, and assets living in many different places. Before AI can accelerate anything, develop a clear map of how content moves through the organization today: who creates it, who approves it, where it lives, and where it breaks down. AI applied to a broken process just breaks it faster.

Walk through workflows. Resist the urge to overhaul everything at once. Start with production tasks that are high-volume, low-stakes, and well-defined: asset resizing, localization, and background generation. Use those wins to build internal confidence before expanding into more complex creative territory.

Build responsible governance from the start. Governance added as an afterthought becomes a bottleneck. Building it in from the beginning creates a competitive advantage that lets teams move fast with confidence. And this means clear policies on model training, content provenance, human review thresholds, and communicating AI use to customers. The brands that earn lasting trust will treat transparency as a feature, not a footnote.

This content was produced by Adobe. It was not written by MIT Technology Review’s editorial staff.

Roundtables: Can AI Learn to Understand the World?

Listen to the session or watch below

AI companies want to build systems that understand the external world and overcome the limitations of LLMs. Recent developments have brought world models to the forefront of the AI discussion.

Watch a conversation with editor in chief Mat Honan, senior AI editor Will Douglas Heaven, and AI reporter Grace Huckins exploring how AI might enter the physical world.

Speakers: Mat Honan, Editor in Chief, Will Douglas Heaven, AI Senior Editor, and Grace Huckins, AI Reporter

Recorded on May 21, 2026

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