Go beyond CTR with 6 AI-powered SEO discoverability metrics

Thanks to AI-generated answers, CTRs are failing fast, and even page-one rankings no longer guarantee clicks. Google’s top organic results saw a 32% CTR drop after AI Overviews launched, plummeting from 28% to 19%. Position #2 fared even worse, with a 39% decline. Meanwhile, 60% of searches in 2024 ended without clicks; also, the projections show zero-click searches could surpass 70% by 2025. What does this mean for measuring success?

Table of contents

Key takeaways

  • AI-generated answers are drastically reducing CTRs, with top rankings seeing significant declines in clicks.
  • Traditional SEO metrics are no longer sufficient; marketers should adopt AI-powered SEO metrics to measure influence and visibility.
  • Six new metrics, including AI brand mention rate and semantic relevance score, provide insights into AI-driven search success.
  • Businesses must optimize for Generative Engine Optimization (GEO) by ensuring content clarity and authority for AI responses.
  • Tracking AI visibility and implementing structured data are essential for maintaining brand relevance in an AI-first search landscape.

The era of measuring SEO success purely through traffic metrics is coming to a standstill. AI systems like ChatGPT, Perplexity, and Google’s AI Overviews and AI Mode deliver instant answers; therefore, brand visibility increasingly happens without clicks. Marketers will turn to AI-enabled discoverability metrics that capture actual influence. 

This guide explains why it’s important to go beyond CTR. It reveals six AI metrics that predict success in AI-driven search, plus strategies to measure and optimize your visibility when clicks disappear. 

How does this disrupt traditional SEO? 

Google’s AI Overviews (and similar features on Bing, etc.) generate a concise, multi-sentence answer at the top of the results page. These summaries cite source links, pulling content from high-ranking pages and knowledge panels. To the user, this is convenient: you get an instant answer without scrolling.  

For marketers, however, it means the user’s query can be resolved on-page. From the publisher’s standpoint, these overviews satisfy search intent without generating a click, effectively extending the trend of zero-click searches. In other words, the page may be used (quoted in the answer) but not clicked.  

AI Overviews significantly accelerate zero-click behavior. A finding suggests that zero-click searches jumped from ~24% to 27% year-on-year in early 2025. A Bain survey reports that about 60% of searches end without users clicking through to another site. 

In practice, organic listing CTRs are under siege. Top-ranked pages are losing share because AI answers capture attention. We see that Google’s new summarization features are faster and more convenient, which might mean that these become the default way people search, shifting discovery away from traditional blue links. 

Evidence of a drastic CTA decline

Multiple independent studies show massive CTR drops wherever AI summaries appear. Recent industry data paints a stark picture of CTR decline across prominent search positions:   

Position  2024 CTR  2025 CTR  Decline 
28.0%  19.0%  -32% 
20.8%  12.6%  -39% 
3-5 Average  15.2%  12.5%  -18% 

This data, compiled from over 200,000 keywords across 30+ websites, coincides directly with Google’s aggressive AI Overview expansion. From just 10,000 triggering keywords in August 2024, AI Overviews now appear for over 172,000 queries by May 2025. In practical terms, a top-ranking page that used to draw nearly three out of 100 searchers now gets under one.

Paid search is hit, too. In one study, paid CTR roughly halved in queries with AI Overviews: dropping from 21.27% without an AIO to 9.87%. In other words, even ads share the fate of organic results, AI answers grab a lot of the click-through “real estate.”  

These shifts mean many queries that once sent healthy website traffic now keep users on the SERP. In short, AI Overviews are dragging down CTRs significantly across positions and query types. 

AI Overviews are the zero-click accelerator 

Google’s AI Overviews represent more than a UI change because they reshape user search behavior. When AI Overviews appear:  

  • Organic CTR drops 70% (from 2.94% in the previous year to 0.84% in 2025)  
  • Paid CTR falls 54% (from 21.27% to 9.87%)  
  • Featured content gets answered directly without requiring website visits  

Major publishers report even more dramatic impacts. MailOnline found that CTRs plummeted to under 5% on desktop and 7% on mobile when AI Overviews were present, a blow to traffic-dependent business models.  

These drops aren’t limited to one sector. Industries heavily reliant on informational queries (health, science, how-to guides, etc.) report the biggest hit. For instance, Semrush notes that sites in health and science categories see the most AI Overview inclusion and significant organic traffic losses.  

AI Overviews primarily trigger informational and long-tail queries (definitions, tutorials, general knowledge), precisely the traffic that blogs, knowledge bases, and affiliate sites depend on.  

The evidence is clear. Zero-click search is rapidly rising, and organic CTRs are falling wherever AI-powered answers are available. 

What CTRs miss in the AI search era? 

Traditional CTR metrics miss a big part of the picture: invisible brand exposure. Your brand may be mentioned in AI responses without generating a single click, highlighted in knowledge panels without direct attribution, or recommended through voice search on smart devices. Even AI-generated summaries from platforms like ChatGPT, Claude, Perplexity, and Gemini draw on your content. These shape user perception without leaving a measurable trail. 

The false correlation problem  

High CTR no longer equals high visibility in AI systems. Consider this example:  

  • Brand A ranks #1 organically, receives 500 monthly clicks  
  • Brand B gets cited in 50 AI Overview responses, receives 50 clicks  
  • Traditional metrics favor Brand A, but Brand B influences thousands more users through AI  

This disconnect means businesses optimizing solely for CTR may miss massive audience reach in AI environments.  

These numbers confirm the trend. A large (and growing) chunk of search queries never leads to an external click, instead being resolved by AI/Google. This doesn’t mean all organic traffic is lost; many queries (mainly transactional, local, or brand-specific) still send clicks, but the landscape is clearly shifting toward answering directly. 

Six AI LLM optimization metrics

With traditional click metrics weakening, SEO must evolve. CTRs and ranks still matter, but they’re incomplete indicators now. We must measure how content performs within AI-generated answers, even when no one clicks. As Cyberclick observed, your content might be “cited, referenced, or sourced by AI systems”, which they call zero-click visibility, yet none of that shows up in Google Search Console or analytics. In other words, your page could be the knowledge behind an answer, building authority, without any direct traffic trace.  

To account for this, experts recommend new AI metrics: 

1. AI brand mention rate 

Definition: Frequency of brand appearances in AI-generated responses across major platforms (ChatGPT, Claude, Perplexity, Google AI Overviews).

This metric is critical because it has the strongest correlation with AI Overview visibility. The top 25% of brands receive over 169 monthly AI mentions, compared to just 14 for the next tier. Meanwhile, 26% of brands have zero AI mentions at all, revealing massive gaps and untapped opportunities in brand visibility. 

How to measure:

  • Manual query testing across LLM platforms using brand-related searches  
  • Custom monitoring scripts to track brand mentions in AI responses  
  • Competitive benchmarking against industry leaders  

Optimization tactics:  

  • Create quotable, cite-worthy statistics and insights that AI systems prefer  
  • Build topical authority through comprehensive content coverage  
  • Increase web mentions across trusted, high-authority sources  
  • Develop thought leadership content that positions your brand as an expert source  

Pro tip: Yoast AI Brand Insights can help track and optimize your brand’s visibility across AI platforms, giving you actionable data to improve mention frequency and context. 

2. Semantic relevance score 

Definition: Measurement of content alignment with search intent through vector embeddings rather than keyword matching  

This metric is critical because AI systems rely on semantic similarity rather than exact keyword matches when selecting content. It predicts the likelihood of being included in AI-generated answers across different platforms and measures how accurately content aligns with queries beyond surface-level optimization. 

How to measure:  

  • OpenAI Embedding API for content-query similarity scoring  
  • Go Fish Digital’s Embedding Relevance Score tool for automated analysis  
  • A/B testing content variations to identify the highest-scoring approaches  
  • Topic clustering analysis to understand semantic relationships  

Optimization tactics:  

  • Focus on comprehensive topic coverage rather than keyword density  
  • Use entity-based content strategies that connect related concepts  
  • Optimize for question-answer formats that AI systems prefer  
  • Create contextually rich content that covers user intent fully  

Advanced strategy: Implement structured content hierarchies using clear H2/H3 sections that mirror how AI systems process information for responses. 

3. Structured data implementation score 

Definition: Percentage of pages with proper schema markup and AI-readable formatting  

This is critical because AI systems strongly favor structured, machine-readable data over plain text. Schema markup improves AI comprehension, boosts the chances of being cited, and enables rich snippet appearances that reinforce visibility alongside AI Overviews. 

How to measure:  

  • Schema markup validation tools to audit implementation coverage  
  • Percentage of key pages with relevant structured data types  
  • Rich snippet appearance tracking across target queries  
  • Technical SEO audits focusing on markup completeness  

Optimization tactics:  

  • Implement FAQ and HowTo schemas for informational content  
  • Use comprehensive schema types (Organization, Product, Service, Review)  
  • Create clean, markdown-friendly content formats that AI can easily parse  
  • Optimize internal linking structure to support entity relationships  

Note: Yoast SEO Premium includes advanced schema implementation features that can automate much of this optimization process.  

4. Citation quality index 

Definition: Quality weighting of attributed mentions and source links in AI responses  

This index is critical because it fuels both traffic and trust within AI recommendation systems. Quality citations strengthen brand authority in LLM training, while linked references deliver three times more value than unlinked mentions. 

How to measure:

  • Track citations with proper source attribution across AI platforms  
  • Monitor the authority scores of sites that cite your content  
  • Measure click-through rates from AI citations when available  
  • Assess citation context quality (positive, neutral, negative sentiment)  

Optimization tactics:  

  • Create authoritative, research-backed content that merits citation  
  • Build relationships with industry publications and thought leaders  
  • Optimize content for “cite sources” inclusion with clear attribution  
  • Develop proprietary data and insights that become go-to industry references  

Advanced tracking: Use tools like Brand24 or Mention.com to monitor unlinked brand citations that may influence AI training without generating trackable links.  

5. Query match coverage 

Definition: Breadth of related queries where your content appears in AI responses  

Query match coverage is essential because AI systems favor comprehensive topical coverage over a narrow focus. And broader query coverage indicates higher entity authority. It also predicts inclusion across multiple AI response types and platforms  

How to measure:  

  • Topic clustering analysis to map query coverage  
  • Competitive content gap analysis to identify opportunities  
  • Query coverage mapping across your content portfolio  
  • AI response monitoring for related search terms  

Optimization tactics:  

  • Create pillar or cornerstone content with comprehensive topic coverage  
  • Answer related questions thoroughly within single content pieces  
  • Build content clusters around core topics using internal linking  
  • Develop FAQ sections that address query variations  

Content strategy: Use tools like Yoast’s content optimization features to ensure your content covers topics comprehensively for AI visibility.  

6. AI positioning score  

Definition: Average placement position of your brand/content within AI-generated responses  

AI positioning score matters because earlier placement in AI responses gets far more attention. First-position mentions see up to three times higher engagement, and strong positioning directly boosts perceived brand authority. 

How to measure:  

  • Track the mention position across AI responses manually  
  • Calculate the average placement across multiple queries over time  
  • Monitor position trends to identify optimization success  
  • Benchmark positioning against direct competitors  

Optimization tactics:

  • Optimize content for primary source citation by AI systems  
  • Build first-party research and proprietary data that AI prefers  
  • Create definitive resources that become category authorities  
  • Focus on expertise signals (author credentials, source authors) 

Why CTR still matters (and how to optimize it) 

Even as AI visibility metrics rise in importance, CTR still plays a crucial role. Clicks directly drive conversions and sales, making them essential for revenue. A strong CTR also signals clear content-query alignment, which boosts overall visibility. Over time, pages with consistently higher CTR often gain better placement in AI-generated citations, which creates an advantage. 

CTR optimization in the AI era

Write for click-desire, not just keywords

Today, writing for click desire is more important than ever. Instead of focusing only on keywords, craft curiosity-driven headlines that promise insights users won’t find in AI summaries. Pair these with benefit-focused meta descriptions that highlight exclusive value, and tease proprietary data or tools that can only be accessed on your site. 

Enhanced SERP presentation

Equally important is how your content presents itself in the SERPs. Comprehensive schema markup can unlock rich snippets, while optimized title tags and emotionally engaging meta descriptions help your results stand out. Structured snippets are also powerful for showcasing your unique selling propositions directly on the results page. 

Mobile optimization

Finally, mobile optimization ensures that once users click, they stay engaged. Fast page load speeds provide immediate satisfaction, while scannable content structures make information easy to digest on smaller screens. Queries here often carry higher intent, making them a valuable source of qualified clicks.

The bigger picture: Generative SEO (GEO/AEO) 

Traditional SEO is shifting fast. With AI-driven search platforms like Google’s AI Overviews, ChatGPT, and Perplexity shaping results, businesses now need to optimize for Generative Engine Optimization (GEO) or Answer Engine Optimization (AEO). 

In simple terms: Instead of fighting for clicks on SERPs, the new goal is to have your content chosen as trusted source material in AI-generated answers. 

What GEO/AEO means for your content 

AI-powered search engines “read” and select content differently from Google’s classic algorithm. They prioritize: 

  • Clarity & structure → short, factual sentences 
  • Explicit answers → direct responses to common queries 
  • Scannable formats → helpful headings, bullet lists, and one idea per paragraph 
  • E-E-A-T compliance → expertise, authoritativeness, trustworthiness 
  • Credible sources → supported by citations 

How Yoast helps you optimize for GEO 

The Yoast SEO plugin includes features designed for this new search reality: 

  • llms.txt generation → creates a “map” for AI assistants, highlighting your key content in plain text 
  • Readability checks → sentence length and reading ease tools help you write concise, AI-friendly content 
  • Green lights, simplified → signals that your content is structured for both humans and AI systems 

Want more? Learn how to optimize content for LLMs, and read all about our new llms.txt SEO feature. 

The role of branding in GEO 

Here’s what many miss: AI Overviews strip away logos, design, and slogans. All that remains is text. That means your brand identity must live in your words. 

To stand out in AI-generated answers: 

  • Use brand-specific language and stories 
  • Strengthen authority with schema markup and citations 
  • Make sure your brand’s voice and expertise come through clearly 

This is where AI Brand Insights comes in. This feature will: 

  1. Track how AI assistants mention your brand. 
  2. Show how your business is represented in AI-generated answers. 
  3. Help refine your brand narrative in the age of AI search. 

In short: GEO isn’t about SERP position alone; it’s about what AI “knows” and shows about your brand. 

See how visible your brand is in AI search

Track mentions, sentiment, and AI visibility. With Yoast AI Brand Insights, you can start monitoring and growing your brand.

Essential takeaways 

  1. CTRs remain essential but insufficient for measuring true search success 
  2. AI brand mentions and citation quality predict long-term visibility better than traditional rankings
  3. Structured data and semantic optimization determine inclusion in the AI-generated responses
  4. Multi-platform visibility tracking is essential as search behavior fragments across AI tools

Ready to optimize visibility in AI search? 

The transformation to AI-powered search is already here. Early adopters who implement comprehensive AI visibility measurement today will establish competitive advantages that build over time.  

Start tracking your AI mentions immediately using the frameworks outlined above. Audit your content for AI-friendliness and implement structured data optimization. Most importantly, build authority through comprehensive topic coverage and citation-worthy insights that position your brand as an industry authority across traditional search and AI platforms.  

The brands that thrive in the next decade will not be those with the highest CTRs; they will be the ones that understand how to build influence and visibility in an AI-first search world.  

👉 [Join the waitlist for AI Brand Insights] and be among the first to shape how AI sees your brand. 

New Google Postmaster Tools to Focus on Compliance

Email marketers lose access to two top deliverability indicators on September 30, 2025, when Google deprecates the venerable version 1 of its Postmaster Tools.

The two soon-to-be-gone reports are the IP and Domain Reputation charts. Each offered marketers a simple indication of whether Gmail was labeling messages as spam.

Favored Signals

The IP Reputation chart displayed red, yellow, and green bars, similar to a traffic light, visually indicating whether a sending IP address was well-regarded or not.

Both charts — IP and Domain Reputation — provided uncomplicated email deliverability indicators. If their IP and domain reputation were both “High” in Google Postmaster Tools, senders knew their messages reached Gmail inboxes.

Screenshot of an IP Reputation chart.

The IP Reputation chart was similar to a traffic light. Green is good.

Unfortunately, simplicity sometimes led to complexity. For example, how can a sender restore its domain reputation if it dropped from high to medium?

Finding the answer in Postmaster Tools v1 required visiting other reports such as Authenticated Traffic, Encrypted Traffic, and Spam Rate. A marketer could use the varying tables and charts to hypothesize and then take action.

Identifying an issue was relatively complicated, but experienced email deliverability professionals could usually discover and correct the problem.

Screenshot of a Domain Reputation chart show reputation dropping from high to medium

A simple interface works well when everything is going smoothly, but what if the domain reputation drops from high to medium? What was the cause?

Compliance Status

In March 2024, Google released version 2 of Postmaster Tools, the first significant change in nearly a decade.

Version 2 included the Compliance Status dashboard, which provides a simple green or red check to indicate whether a sending domain meets Gmail’s email sender guidelines.

“Compliance status” is not as clear as IP and domain reputation, but the dashboard was a helpful start when, say, open and click rates declined. Email deliverability pros could usually discover and correct problems, such as a slow unsubscribe process.

Understanding Compliance

When the IP and domain reputation charts go away on September 30, email marketers will need to understand the Compliance Status dashboard.

One way to approach this report is to categorize it into technical checks and behavioral aspects.

Technical

Six of the Compliance Status report’s requirements focus on a domain’s technical setup: either it complies or not. Green means “meets requirement.”

  • SPF and DKIM authentication implemented. Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) prevent spammers from sending unauthenticated messages.
  • “From:” header matches SPF and DKIM. An email “From:” header tells the recipient who sent the message. The requirement is to align that header with SPF and DKIM records.
  • DMARC authentication implemented. Domain-based Message Authentication, Reporting, and Conformance (DMARC) instructs email servers on how to handle SPF or DKIM failures.
  • TLS encryption. The sender employs the Transport Layer Security (TLS) cryptographic protocol to protect message content.
  • Forward and reverse DNS records implemented. The sending IP address must have a PTR (reverse DNS) record that resolves to a hostname, and that hostname must have a matching forward DNS (A or AAAA) record pointing back to the same IP.
  • One-click unsubscribe implemented. Recipients can easily unsubscribe from the list.

Non-compliance with any of these requirements impacts email deliverability. In Postmaster Tools v1, the errors might have generated a “medium” for domain reputation. In v2, they are clearer.

Behavioral

The remaining two compliance requirements affecting bulk email senders, such as ecommerce marketers, are related to behaviors.

  • User-reported spam rate below 0.3%. A passing score is fewer than 0.3% of recipients. The best senders, however, are below 0.1%
  • Honor unsubscribes in 48 hours or fewer. Recipients who click an unsubscribe link should stop receiving messages from that specific sending address.

The first of these requirements measures subscribers’ behavior. How many labeled the message as spam?

The second has a technical aspect, but is also dependent on the sender’s practices. For example, a common problem with honoring an unsubscribe is the use of a single sending address.

Imagine a merchant with an email newsletter (content marketing), a promotional list (email marketing), and transactional email automations. If all use the same sending address — e.g., email@example.com — a recipient could unsubscribe from one list but still receive the other two. Gmail would conclude the sender did not honor the unsubscribe.

Screenshot of unsubscribe status on Postmaster Tools

Knowing that a domain is non-compliant helps to identify what steps to take to correct the issue.

In short, the depreciation of Postmaster Tools v1 marks the end of an era of sorts. Many email marketers have grown accustomed to logging in and seeing a simple color-coded bar for “Domain Reputation” and “IP Reputation.”

The new version reflects recipient interactions and objective sending standards.

The Download: shoplifter-chasing drones, and Trump’s TikTok deal

Shoplifters in the US could soon be chased down by drones

The news: Flock Safety, whose drones were once reserved for police departments, is now offering them for private-sector security, the company has announced. Potential customers include businesses trying to curb shoplifting. 

How it works: If the security team at a store sees shoplifters leave, they can activate a camera-equipped drone. “The drone follows the people. The people get in a car. You click a button and you track the vehicle with the drone, and the drone just follows the car,” says Keith Kauffman, a former police chief who now directs Flock’s drone program. The video feed of that drone might go to the company’s security team, but it could also be automatically transmitted directly to police departments. 

The response: Flock’s expansion into private-sector security is “a logical step, but in the wrong direction,” says Rebecca Williams, senior strategist for the ACLU’s privacy and data governance unit. Read the full story

—James O’Donnell 

Read more of our stories about the latest in drone tech:

+ Why you’re about to see a lot more drones over America’s skies.

+ Meet Serhii “Flash” Beskrestnov, the radio-obsessed civilian shaping Ukraine’s drone defense. His work could help to determine the future of Ukraine, and wars far beyond it.

+ We examined four big trends that show what’s next for drone technology.

+ The defense tech startup Epirus has developed a cutting-edge, cost-efficient drone zapper that’s sparking the interest of the US military. Read our story about how it could change the future of war.

The must-reads

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

1 TikTok US is being valued at $14 billion by Trump’s deal
That’s shockingly low for a fast-growing social media company. (FT $) 
+ The deal is basically just Trump giving TikTok to his friends. (Vox $)
+ Here’s what the sale means for you. (WP $)

2 Microsoft has stopped letting Israel use its technology for surveillance
The system was used to collect millions of Palestinian civilians’ phone calls every day. (The Guardian)

3 There are more robots working in China than the rest of the world combined
It’s a trend that’ll further cement its status as the world’s leading manufacturer. (NYT $)
+ China’s EV giants are betting big on humanoid robots. (MIT Technology Review)

4 The inside story of what happened when DOGE came to town
If anything, this is even more grim and chaotic than you might imagine. (Wired $)

5 Instagram’s teen safety features are flawed
Researchers tested 47 of these features, and found that only 8 were fully effective. (Reuters $)
+ There’s growing concern among lawmakers about the risks of kids forming bonds with chatbots. (MIT Technology Review)

6 Brazil’s judicial system is adopting AI with gusto
The trouble is that rather than reducing the amount of work for judges and lawyers, AI seems to be increasing it. (Rest of World)
+ Meet the early-adopter judges using AI. (MIT Technology Review)

7 Amazon is refunding $1.5 billion to Prime subscribers
The deal with the FTC lets it avoid a trial over claims it tricked consumers into signing up. (WP $)

8 These women are in love with AI 
Like it or not, these sorts of romances are becoming more common. (Slate $)
+ It’s surprisingly easy to stumble into a relationship with an AI chatbot. (MIT Technology Review

9 Scientists are improving how we measure nothing
Researchers are developing a vacuum-measurement tool that could unlock exciting new possibilities for science. (IEEE Spectrum)
+ This quantum radar could image buried objects. (MIT Technology Review)

10 Why does everything online feel so icky? 😬
Most of us will go to extreme lengths to avoid awkwardness IRL. On social media, it’s another matter entirely… (Vox $)
+ China’s government has had enough of everyone being negative on its internet. (BBC)

Quote of the day

“AI machines—in quite a literal sense—appear to be saving the US economy right now. In the absence of tech-related spending, the US would be close to, or in, recession this year.”

—George Saravelos, global head of FX research at Deutsche Bank, warns that the AI boom is unsustainable in a note to clients, Fortune reports.

One more thing

Headshots of Open AI executives Mark Chen and Jakub Pachocki

COURTESY OF OPENAI

The two people shaping the future of OpenAI’s research

—Will Douglas Heaven

For the past couple of years, OpenAI has felt like a one-man brand. With his showbiz style and fundraising glitz, CEO Sam Altman overshadows all other big names on the firm’s roster.

But Altman is not the one building the technology on which its reputation rests. That responsibility falls to OpenAI’s twin heads of research—chief research officer Mark Chen and chief scientist Jakub Pachocki. Between them, they share the role of making sure OpenAI stays one step ahead of powerhouse rivals like Google.

I recently sat down with Chen and Pachocki for an exclusive conversation which covered everything from how they manage the inherent tension between research and product, to what they really mean when they talk about AGI, and what happened to OpenAI’s superalignment team. Read the full story.

We can still have nice things

+ Wherever you are, this website helps you discover the most interesting bars nearby. 
+ Take a tour of Norway’s lighthouses.
+ Inside London’s flourishing underground rave scene.
+ Meaningful changes rarely occur instantly. Here’s how they do happen.

US investigators are using AI to detect child abuse images made by AI

Generative AI has enabled the production of child sexual abuse images to skyrocket. Now the leading investigator of child exploitation in the US is experimenting with using AI to distinguish AI-generated images from material depicting real victims, according to a new government filing.

The Department of Homeland Security’s Cyber Crimes Center, which investigates child exploitation across international borders, has awarded a $150,000 contract to San Francisco–based Hive AI for its software, which can identify whether a piece of content was AI-generated.

The filing, posted on September 19, is heavily redacted and Hive cofounder and CEO Kevin Guo told MIT Technology Review that he could not discuss the details of the contract, but confirmed it involves use of the company’s AI detection algorithms for child sexual abuse material (CSAM).

The filing quotes data from the National Center for Missing and Exploited Children that reported a 1,325% increase in incidents involving generative AI in 2024. “The sheer volume of digital content circulating online necessitates the use of automated tools to process and analyze data efficiently,” the filing reads.

The first priority of child exploitation investigators is to find and stop any abuse currently happening, but the flood of AI-generated CSAM has made it difficult for investigators to know whether images depict a real victim currently at risk. A tool that could successfully flag real victims would be a massive help when they try to prioritize cases.

Identifying AI-generated images “ensures that investigative resources are focused on cases involving real victims, maximizing the program’s impact and safeguarding vulnerable individuals,” the filing reads.

Hive AI offers AI tools that create videos and images, as well as a range of content moderation tools that can flag violence, spam, and sexual material and even identify celebrities. In December, MIT Technology Review reported that the company was selling its deepfake-detection technology to the US military. 

For detecting CSAM, Hive offers a tool created with Thorn, a child safety nonprofit, which companies can integrate into their platforms. This tool uses a “hashing” system, which assigns unique IDs to content known by investigators to be CSAM, and blocks that material from being uploaded. This tool, and others like it, have become a standard line of defense for tech companies. 

But these tools simply identify a piece of content as CSAM; they don’t detect whether it was generated by AI. Hive has created a separate tool that determines whether images in general were AI-generated. Though it is not trained specifically to work on CSAM, according to Guo, it doesn’t need to be.

“There’s some underlying combination of pixels in this image that we can identify” as AI-generated, he says. “It can be generalizable.” 

This tool, Guo says, is what the Cyber Crimes Center will be using to evaluate CSAM. He adds that Hive benchmarks its detection tools for each specific use case its customers have in mind.

The National Center for Missing and Exploited Children, which participates in efforts to stop the spread of CSAM, did not respond to requests for comment on the effectiveness of such detection models in time for publication. 

In its filing, the government justifies awarding the contract to Hive without a competitive bidding process. Though parts of this justification are redacted, it primarily references two points also found in a Hive presentation slide deck. One involves a 2024 study from the University of Chicago, which found that Hive’s AI detection tool outranked four other detectors in identifying AI-generated art. The other is its contract with the Pentagon for identifying deepfakes. The trial will last three months. 

CFO Shifts to Menswear, Egyptian Roots

In 2020, Karim Abed was the chief financial officer for a Texas-based home builder. The job paid well, he says, but he yearned to launch his own business and reconnect with his Egyptian heritage.

Fast forward to 2025, and that business is WYR, a men’s apparel brand utilizing Giza cotton, the storied fabric, and small Egypt-based factories. The company is thriving.

In our recent conversation, Karim addressed WYR’s initial struggles, subsequent growth, and, yes, the benefits of Egyptian cotton and craftspeople.

Our entire audio is embedded below. The transcript is condensed and edited for quality.

Eric Bandholz: Tell us who you are and what you do.

Karim Abed: I’m the founder of WYR, a men’s premium clothing brand launched in 2020. My girlfriend, now my wife, suggested WYR, shorthand for “what you’d rather” wear. I loved the simplicity and stuck with it.

Before WYR, I spent nearly a decade in Texas working in finance, eventually as the chief financial officer for a real estate division of a home builder. It was financially rewarding, but I wanted to create something of my own.

I eventually decided on clothing because of family connections in Egypt. I hoped to reconnect with my culture and heritage while producing quality items — shirts, pants, boxers — using Egyptian cotton, a renowned product.

In January 2020, just before the pandemic, I traveled to Egypt with fabric samples and refined patterns that I had worked on for six months, and I launched in July of that year.

I learned from mistakes. I kept my finance job to fund the business, so I could afford to lose a few bucks. We lost a good amount of money in the first and second years. Covid unexpectedly helped by letting me work from home and focus on WYR after hours.

Bandholz: When did you commit fully to the apparel company?

Abed: We sold only 1,000 units in the first six months and generated only $20,000 in revenue during the first year. Once I refined our selling proposition — premium Giza cotton, precise fit, great reviews — sales exploded. Revenue jumped to nearly $1 million in year two. That growth gave me the confidence to go full-time.

Many apparel brands order from large factories, often in Eastern Europe. I chose a different path. I source in Egypt and work with small artisan-run workshops instead of big manufacturers. A craftsman with 35 years’ experience leads our main facility. He still sews and manages a 15-person team.

Partnering with these artisans ensures meticulous quality and allows for custom details such as curved hems, unique stitching, and tailored armholes that large factories wouldn’t accommodate. We provide them enough business to focus solely on WYR.

To maintain standards, we added our own quality control team to these small factories. This hands-on approach lets us preserve the craftsmanship and fit that define our brand while scaling production responsibly.

All told, we utilize six factories, depending on demand. Each specializes in a skill. For example, one focuses on chinos because it has the right machinery for twill cotton, while another handles our curved hems, which require precise stitching. We match each product to the facility best suited for that craft.

This network took months to build. Through my wife’s family connections, I met an experienced production manager who joined our team. He helped us test numerous small workshops, dropping those that didn’t meet standards and adding new ones as needed.

Today, we have eight staff members in Egypt, including managers for quality control, inventory, and production. We also maintain a small warehouse. We operate lean, producing on an as-needed basis. Owning our yarn allows us to stay flexible and keep a tight inventory while ensuring consistent quality.

Bandholz: What’s the difference between Egyptian and Giza cotton?

Abed: Giza is a specific, long-staple strain of Egyptian cotton, graded by location and fiber type. It’s rare and government-regulated. Most “Egyptian cotton” products aren’t truly Giza. We secure production by reserving about 10 tons of yarn from a trusted textile mill and verifying it ourselves.

Consumers may think a t-shirt is machine-made start to finish, but for us, skilled labor is critical. Drawing and layering patterns, precise cutting, and careful sewing all affect the final quality. Every step — from picking the cotton to spinning, dyeing, and sewing — happens in Egypt.

Our cotton is expensive. It’s the highest input cost for our shirts. Cheaper alternatives are available in countries such as China, Bangladesh, and India. China, in particular, excels at synthetic athletic fabrics. But for authentic Giza cotton quality, Egypt is unmatched.

Bandholz: You’ve succeeded with apparel, a competitive industry.

Abed: The challenge was convincing consumers — who can’t feel our shirts online — of their value. We relied heavily on ads with quick, attention-grabbing messages about our fit, Giza cotton fabric, and simple, logo-free style. That built enough trust and reviews to drive repeat purchases, which remain our biggest growth engine.

Going viral isn’t realistic for minimalist basics. Our appeal is understated comfort and timeless quality, not flashy logos. Instead, we focus on steady customer acquisition and retention.

Early on, I hired several marketing agencies, but none cared as much as I did. With my finance and analytical background, I realized I could manage most of it myself. Now I handle ad strategy with one team member, outsourcing only content creation. For promotions such as Black Friday, we plan campaigns, drop the creative into our ads, and closely monitor performance.

Bandholz: How do you find content creators?

Abed: We produce podcast episodes in-house. Agencies create humorous ads, and our customers generate reviews and testimonials. I find creators on Instagram who match our minimalist vibe, then invite them to make authentic posts.

Surprisingly, simple flat-lay photos — just a well-styled shirt and pants — perform exceptionally well, although they’re difficult to shoot, so we outsource some of that work. The key is constant iteration and diverse creative sources to keep ads fresh.

I prefer creators who genuinely like our shirts, rather than those chasing paychecks. Some accept products in exchange for content. I avoid expensive “pay-to-play” deals because audiences can sense inauthenticity.

We briefly tried a large public relations agency for exposure, but it felt out of brand. I’d rather grow grassroots than pay athletes or influencers five-figure sums for sponsorships. Authenticity matters more than big-name endorsements.

Bandholz: What’s your next growth stage?

Abed: We intend to scale carefully. Having a single factory focused solely on us would be excellent. I’ve even toyed with opening my own facility, but that’s an entirely different business.

In a perfect world, I’d own every part of the supply chain, from production to selling. That gives customers the highest value and ensures the best quality. But I also value my life outside of work and want time with my family.

I’m not a fan of the “grow first, profit later” mindset. Some founders run losses for years before turning cash flow positive. I believe a business should prove itself within two or three years. Scaling takes steps. You can’t jump overnight from selling 200,000 shirts annually to 2 million. The supply chain must expand methodically to maintain quality.

Bandholz: Where can people buy your shirts or reach out?

Abed: Our site is Wyrwear.com. We’re also on Instagram. I’m on LinkedIn.

YouTube Answers Creator Questions On Profanity Monetization via @sejournal, @MattGSouthern

YouTube released a video to clarify how its recent update to advertiser-friendly guidelines affects creators.

The company acknowledged communication gaps and outlined what it has already done for previously affected uploads.

What Changed?

YouTube relaxed its rules about strong language at the beginning of videos, making it easier for creators to monetize their content.

The company also took a fresh look at videos that were previously demonetized due to strong language in the first few seconds and has now restored some of those videos to full monetization.

Since creators weren’t notified about these changes, YouTube recommends checking your monetization status in Studio and reaching out to support if you think something might have been missed.

YouTube said in the video:

“For content where there was strong profanity within the first 7 seconds… we identified uploads that were demonetized solely for this reason and no other, and re-reviewed them, flipping the rating to a green dollar icon.”

YouTube clarified that isolated uses of strong words do not, on their own, cause demonetization.

Limited ads are more likely when the focus of the whole video is on sensitive topics.

See the full video below:

Restrictions Remain

The seven-second flexibility doesn’t extend to graphic violence. YouTube reiterated that content with explicit or highly realistic violence tends to receive limited monetization.

That also includes video game footage when the graphicness is the focus.

Why This Matters

For creators, this clarification helps ease uncertainties and prevents unnecessary self-censorship. It also clearly defines boundaries for content involving sensitive topics.

For advertisers, this update is designed to help maintain brand suitability while allowing more creator content to be fully monetized.

It has the potential to slightly increase the amount of ad-eligible content, helping advertisers reach a broader audience, especially those who don’t exclude this type of content.

However, the overall effect will depend on individual brand-suitability choices and creator ad-blocking settings.

Looking Ahead

YouTube plans to improve how it explains retroactive reviews when policies change and is considering providing more detailed examples without establishing a strict ‘forbidden words’ list.


Featured Image: Visuals6x/Shutterstock

Pinterest Launches “Top of Search” Ads In Beta via @sejournal, @MattGSouthern

Pinterest has introduced new ad products focused on visual search, highlighted by ‘Top of Search’ ads.

Currently in beta across all monetized markets, these ads can appear within the first ten search results and in Related Pins, targeting users as they begin discovering products.

Why This Matters For Search Marketers

Pinterest is a search platform where users arrive with shopping intent, much of which remains unfulfilled.

According to the company’s data, 45% of clicks occur within the first ten results, and 96% of top searches are unbranded. That makes Top of Search placements ideal for category discovery through paid ads.

For advertising teams, this creates a new SERP-like space to compete in, combining search intent with visual creative.

Additionally, Media Network Connect integrates retailer first-party audiences and conversion data into Pinterest Ads Manager via partners such as Kroger Precision Marketing and Instacart Ads, making measurement and incrementality testing more feasible than before.

Early Results

Pinterest reports that Top of Search ads have a 29% higher average CTR compared to typical campaigns and are 32% more likely to attract new customers.

These results are based on platform data and may differ depending on the category and creative used.

Additional Updates

Local Inventory Ads Expanded

Pinterest has expanded Local Inventory Ads in shopping markets, providing real-time prices for in-stock items within a shopper’s nearby store radius.

Retailer Data In Ads Manager

A new self-service feature, Media Network Connect, allows media networks to share first-party audiences, product catalogs, and conversion data directly with advertisers within Pinterest Ads Manager.

Early U.S. partners include Kroger Precision Marketing and Instacart Ads, with additional partners upcoming.

Christine Foster, Senior Vice President at Kroger Precision Marketing, said:

“This new capability empowers advertisers with faster decision-making and control, while using purchase-based audiences direct from the retailer.”

Looking Ahead

Competition for commerce search is expanding across social media and retail platforms. Pinterest emphasizes unbranded, visual discovery and stronger retailer data integrations.

If you’re already using Pinterest Shopping or Catalog campaigns, trying the beta, despite limited inventory, can help you identify where search-related visual placements could integrate into your marketing strategy.

Why Reddit Is Driving The Conversation In AI Search – User Journey Over Short Tail via @sejournal, @brentcsutoras

The How AI Search Can Drive Sales & Boost Conversions webinar, presented recently by Bartosz Góralewicz, touched on something that I think every marketer needs to understand about how people actually make decisions today.

This isn’t just about Reddit anymore; we’re talking about the future of how brands actually connect with customers when they’re making real decisions.

Image from author, September 2025

Bartosz shared some data from Cloudflare that’s wild: 10 years ago, Google crawled two pages for every one click. Six months ago? Six pages per click. Today, it’s 18 pages for every single click! OpenAI is crawling 1,500 pages for each click they send. And get this, in 2024, 60% of Google searches ended in zero clicks, as LLMs increasingly serve answers directly on the page, according to Justin Turner, Head of Thought Leadership at Reddit.

As Bartosz put it, quoting Cloudflare’s CEO: “People trust AI more and they’re just not following the footnotes anymore.”

But here’s what everyone’s missing: Reddit is just the messenger.

What Reddit Really Shows Us

Reddit appears in nearly 98% of product review searches because it’s solving a problem that traditional marketing content can’t touch. When someone searches “iPhone 16 vs Samsung S25,” they’ll find millions of YouTube views but almost no traditional search volume data.

The conversation is happening, just not where we’ve been looking. Turner’s research shows Reddit is the No. 1 most cited domain across all major AI platforms, accounting for 3.5% of all citations across AI models, nearly three times more than Wikipedia.

What Reddit provides, and what Google and OpenAI are paying for, is authentic peer advice instead of corporate marketing messages. Users want to feel understood, not sold to. They want contextual advice that feels like someone actually gets their specific problem.

As Bartosz explained it, when someone is researching a car, they don’t want to hear from paid bloggers. They want to talk to someone who actually drives the thing every day and can tell them the radio breaks 11 times in the first year. That’s the stuff you won’t find on the company website.

The Real Journey People Take

During our webinar, Bartosz walked through this perfect example from his own experience. He bought a wool carpet, discovered he couldn’t use his Dyson on it (voids the warranty), and now needed a suction-only vacuum.

Image from author, September 2025

Bartosz showed how this creates a progression that most marketers never see:

  • Stage 1: “Why can’t I use Dyson on wool carpet?”
  • Stage 2: “Suction only vacuums for wool carpets”
  • Stage 3: “Miele C1 suction only vacuum safe”

Each answer informs the next question. As Bartosz explained, understanding this progression isn’t just about Reddit; it’s about understanding how people actually think and research!

The thing is, sometimes, this entire customer journey condenses into one perfect answer. Bartosz showed us how, when someone asked, “Why is it bad to use Dyson on wool carpet?” Perplexity immediately recommended Miele as the solution. One conversation, massive conversion potential.

But as Bartosz emphasized, you can’t manufacture this by guessing. You have to listen to actual conversations and understand the real problems people are trying to solve. This is exactly why he created ZipTie.ai, to help brands identify those critical moments in customer conversations where they can genuinely solve problems rather than just promote products.

And here’s proof that this approach actually works: Turner’s data shows users referred from ChatGPT view 42% more pages per session than those referred from Google, showing more intent, deeper curiosity, and stronger engagement.

Why This Changes Everything

I’ve been looking for this shift in marketing for years, waiting for it to come back to the actual science behind why people make decisions. The funnel is longer now, people are using more places along the way, and when you can find what people really need, honestly, content really is king again. But not content for content’s sake, problem-solving is all you really need.

Bartosz’s Miele example shows something that’s often overlooked. You wouldn’t see this in your regular website data or in traditional Google articles. It’s not visible to most brands because we’re so conditioned to look down this logical marketing path that we miss the conversations happening right in front of us.

We started seeing it more clearly when people began giving us signals by writing on Reddit. Why are they doing that? Because they want validation. When you give them that validation through genuine problem-solving, it works!

The New Success Metrics

Bartosz talked about how we need to stop chasing old metrics. Rankings, clicks, and keywords still matter, but they’re not the whole story anymore.

Image from author, September 2025

As he put it, here’s what actually matters now:

  • Are you the recommended solution throughout the customer journey?
  • Do you show contextual relevance that makes users feel understood?
  • Can you track your influence through actual conversion paths?

As Bartosz said, “The teams that are going to win nowadays are going to be the teams that are going to solve the most amount, the biggest amount of problems that users have.”

The Authenticity Problem

To be authentic, you have to talk about positives and negatives. The biggest challenge I have in discovery calls with huge brands is that they tell me, “we cannot say we don’t do this or we don’t do this.”

But that’s exactly what you need to do!

I always tell people Reddit success comes down to three overlapping areas: what Redditors expect from you, what you honestly have to give, and where your business goals align. That overlap is your area of influence.

A TikTok campaign I did years ago started with 300 messages telling me to basically get lost (wasn’t as kind though). But once people realized we were real humans having real conversations, everything changed. People started editing their posts, sending improvement ideas, giving us awards.

That’s the power of authentic engagement.

The Psychology Behind It All

People want to share every decision they make with somebody because it’s our nature to want to share responsibility. It’s a way of validating that we’re not total idiots; we at least explored the conversation. “I talked to my friend John and he said it was a good phone.”

But there’s more to it than just sharing responsibility. We’re also looking for validation that someone has actually experienced the issue, product, or service we’re researching and has real information to share about it.1 We want to hear from people who’ve been there, not from someone reading a spec sheet or writing content that’s been paid for, influenced, or even completely faked. There’s so little trust in traditional search results anymore because we know so much of what we find is compromised.

Also, we rarely have the right problem when we start searching. We think we need “the best vacuum” when what we really need is “a vacuum that won’t destroy my wool carpet.” It takes conversation and depth to uncover what the real problem actually is. That’s why those Reddit threads go so deep: People are working through layers of issues together.

Most importantly, we want to feel like we learned enough to come to our own decision. We don’t want someone to tell us what to buy; we want to feel smart about figuring it out ourselves with good information from people we trust.2

I’ve been talking about these concepts a lot lately, but this isn’t just my personal theory. This behavior is extensively researched across psychology, behavioral economics, and decision science. Studies consistently show that people actively seek to share decision responsibility to reduce regret and minimize the psychological burden of negative outcomes. Research demonstrates that individuals are more likely to join groups or seek validation after experiencing negative results, and that sharing responsibility helps shield people from the emotional consequences of bad decisions.

What This Means Going Forward

This approach works because it aligns with human psychology. When you understand that core element, solving users’ real problems, everything gets better. Your commercials, website copy, social media ads, customer service. Everything improves when you know what people actually need to feel comfortable making a decision.

Reddit just happens to be where these conversations are most visible right now. But the principles apply everywhere: Understand the real problems, join authentic conversations, and focus on solving issues rather than promoting solutions.

The brands that figure this out first will own the next phase of digital marketing. The ones that keep chasing traditional metrics will keep wondering why their traffic is declining while their competitors seem to effortlessly show up everywhere that matters.

Definitely, definitely take the time to understand your user’s journey. Don’t be lazy about it. Really understand what people need at each stage, what problems they’re actually trying to solve, and where they go to get that validation they need to make decisions.

It’s not complicated, but it requires you to slow down and actually listen to your customers instead of talking at them.

Sources:

  1. https://academic.oup.com/jcr/article-abstract/51/1/7/7672991?login=false
  2. https://acr-journal.com/article/consumer-trust-in-digital-brands-the-role-of-transparency-and-ethical-marketing-882/
  3. https://www.linkedin.com/pulse/convergence-product-marketing-seo-ai-search-era-ziptieai-aotnc/

More Resources:


Featured Image: Accogliente Design/Shutterstock

How AI and Wikipedia have sent vulnerable languages into a doom spiral

When Kenneth Wehr started managing the Greenlandic-language version of Wikipedia four years ago, his first act was to delete almost everything. It had to go, he thought, if it had any chance of surviving.

Wehr, who’s 26, isn’t from Greenland—he grew up in Germany—but he had become obsessed with the island, an autonomous Danish territory, after visiting as a teenager. He’d spent years writing obscure Wikipedia articles in his native tongue on virtually everything to do with it. He even ended up moving to Copenhagen to study Greenlandic, a language spoken by some 57,000 mostly Indigenous Inuit people scattered across dozens of far-flung Arctic villages. 

The Greenlandic-language edition was added to Wikipedia around 2003, just a few years after the site launched in English. By the time Wehr took its helm nearly 20 years later, hundreds of Wikipedians had contributed to it and had collectively written some 1,500 articles totaling over tens of thousands of words. It seemed to be an impressive vindication of the crowdsourcing approach that has made Wikipedia the go-to source for information online, demonstrating that it could work even in the unlikeliest places. 

There was only one problem: The Greenlandic Wikipedia was a mirage. 

Virtually every single article had been published by people who did not actually speak the language. Wehr, who now teaches Greenlandic in Denmark, speculates that perhaps only one or two Greenlanders had ever contributed. But what worried him most was something else: Over time, he had noticed that a growing number of articles appeared to be copy-pasted into Wikipedia by people using machine translators. They were riddled with elementary mistakes—from grammatical blunders to meaningless words to more significant inaccuracies, like an entry that claimed Canada had only 41 inhabitants. Other pages sometimes contained random strings of letters spat out by machines that were unable to find suitable Greenlandic words to express themselves. 

“It might have looked Greenlandic to [the authors], but they had no way of knowing,” complains Wehr.

“Sentences wouldn’t make sense at all, or they would have obvious errors,” he adds. “AI translators are really bad at Greenlandic.”  

What Wehr describes is not unique to the Greenlandic edition. 

Wikipedia is the most ambitious multilingual project after the Bible: There are editions in over 340 languages, and a further 400 even more obscure ones are being developed and tested. Many of these smaller editions have been swamped with automatically translated content as AI has become increasingly accessible. Volunteers working on four African languages, for instance, estimated to MIT Technology Review that between 40% and 60% of articles in their Wikipedia editions were uncorrected machine translations. And after auditing the Wikipedia edition in Inuktitut, an Indigenous language close to Greenlandic that’s spoken in Canada, MIT Technology Review estimates that more than two-thirds of pages containing more than several sentences feature portions created this way. 

This is beginning to cause a wicked problem. AI systems, from Google Translate to ChatGPT, learn to “speak” new languages by scraping huge quantities of text from the internet. Wikipedia is sometimes the largest source of online linguistic data for languages with few speakers—so any errors on those pages, grammatical or otherwise, can poison the wells that AI is expected to draw from. That can make the models’ translation of these languages particularly error-prone, which creates a sort of linguistic doom loop as people continue to add more and more poorly translated Wikipedia pages using those tools, and AI models continue to train from poorly translated pages. It’s a complicated problem, but it boils down to a simple concept: Garbage in, garbage out

“These models are built on raw data,” says Kevin Scannell, a former professor of computer science at Saint Louis University who now builds computer software tailored for endangered languages. “They will try and learn everything about a language from scratch. There is no other input. There are no grammar books. There are no dictionaries. There is nothing other than the text that is inputted.”

There isn’t perfect data on the scale of this problem, particularly because a lot of AI training data is kept confidential and the field continues to evolve rapidly. But back in 2020, Wikipedia was estimated to make up more than half the training data that was fed into AI models translating some languages spoken by millions across Africa, including Malagasy, Yoruba, and Shona. In 2022, a research team from Germany that looked into what data could be obtained by online scraping even found that Wikipedia was the sole easily accessible source of online linguistic data for 27 under-resourced languages. 

This could have significant repercussions in cases where Wikipedia is poorly written—potentially pushing the most vulnerable languages on Earth toward the precipice as future generations begin to turn away from them. 

“Wikipedia will be reflected in the AI models for these languages,” says Trond Trosterud, a computational linguist at the University of Tromsø in Norway, who has been raising the alarm about the potentially harmful outcomes of badly run Wikipedia editions for years. “I find it hard to imagine it will not have consequences. And, of course, the more dominant position that Wikipedia has, the worse it will be.” 

Use responsibly

Automation has been built into Wikipedia since the very earliest days. Bots keep the platform operational: They repair broken links, fix bad formatting, and even correct spelling mistakes. These repetitive and mundane tasks can be automated away with little problem. There is even an army of bots that scurry around generating short articles about rivers, cities, or animals by slotting their names into formulaic phrases. They have generally made the platform better. 

But AI is different. Anybody can use it to cause massive damage with a few clicks. 

Wikipedia has managed the onset of the AI era better than many other websites. It has not been flooded with AI bots or disinformation, as social media has been. It largely retains the innocence that characterized the earlier internet age. Wikipedia is open and free for anyone to use, edit, and pull from, and it’s run by the very same community it serves. It is transparent and easy to use. But community-run platforms live and die on the size of their communities. English has triumphed, while Greenlandic has sunk. 

“We need good Wikipedians. This is something that people take for granted. It is not magic,” says Amir Aharoni, a member of the volunteer Language Committee, which oversees requests to open or close Wikipedia editions. “If you use machine translation responsibly, it can be efficient and useful. Unfortunately, you cannot trust all people to use it responsibly.” 

Trosterud has studied the behavior of users on small Wikipedia editions and says AI has empowered a subset that he terms “Wikipedia hijackers.” These users can range widely—from naive teenagers creating pages about their hometowns or their favorite YouTubers to well-meaning Wikipedians who think that by creating articles in minority languages they are in some way “helping” those communities. 

“The problem with them nowadays is that they are armed with Google Translate,” Trosterud says, adding that this is allowing them to produce much longer and more plausible-looking content than they ever could before: “Earlier they were armed only with dictionaries.” 

This has effectively industrialized the acts of destruction—which affect vulnerable languages most, since AI translations are typically far less reliable for them. There can be lots of different reasons for this, but a meaningful part of the issue is the relatively small amount of source text that is available online. And sometimes models struggle to identify a language because it is similar to others, or because some, including Greenlandic and most Native American languages, have structures that make them badly suited to the way most machine translation systems work. (Wehr notes that in Greenlandic most words are agglutinative, meaning they are built by attaching prefixes and suffixes to stems. As a result, many words are extremely context specific and can express ideas that in other languages would take a full sentence.) 

Research produced by Google before a major expansion of Google Translate rolled out three years ago found that translation systems for lower-resourced languages were generally of a lower quality than those for better-resourced ones. Researchers found, for example, that their model would often mistranslate basic nouns across languages, including the names of animals and colors. (In a statement to MIT Technology Review, Google wrote that it is “committed to meeting a high standard of quality for all 249 languages” it supports “by rigorously testing and improving [its] systems, particularly for languages that may have limited public text resources on the web.”) 

Wikipedia itself offers a built-in editing tool called Content Translate, which allows users to automatically translate articles from one language to another—the idea being that this will save time by preserving the references and fiddly formatting of the originals. But it piggybacks on external machine translation systems, so it’s largely plagued by the same weaknesses as other machine translators—a problem that the Wikimedia Foundation says is hard to solve. It’s up to each edition’s community to decide whether this tool is allowed, and some have decided against it. (Notably, English-language Wikipedia has largely banned its use, claiming that some 95% of articles created using Content Translate failed to meet an acceptable standard without significant additional work.) But it’s at least easy to tell when the program has been used; Content Translate adds a tag on the Wikipedia back end. 

Other AI programs can be harder to monitor. Still, many Wikipedia editors I spoke with said that once their languages were added to major online translation tools, they noticed a corresponding spike in the frequency with which poor, likely machine-translated pages were created. 

Some Wikipedians using AI to translate content do occasionally admit that they do not speak the target languages. They may see themselves as providing smaller communities with rough-cut articles that speakers can then fix—essentially following the same model that has worked well for more active Wikipedia editions.  

Google Translate, for instance, says the Fulfulde word for January means June, while ChatGPT says it’s August or September. The programs also suggest the Fulfulde word for “harvest” means “fever” or “well-being,” among other possibilities.  

But once error-filled pages are produced in small languages, there is usually not an army of knowledgeable people who speak those languages standing ready to improve them. There are few readers of these editions, and sometimes not a single regular editor. 

Yuet Man Lee, a Canadian teacher in his 20s, says that he used a mix of Google Translate and ChatGPT to translate a handful of articles that he had written for the English Wikipedia into Inuktitut, thinking it’d be nice to pitch in and help a smaller Wikipedia community. He says he added a note to one saying that it was only a rough translation. “I did not think that anybody would notice [the article],” he explains. “If you put something out there on the smaller Wikipedias—most of the time nobody does.” 

But at the same time, he says, he still thought “someone might see it and fix it up”—adding that he had wondered whether the Inuktitut translation that the AI systems generated was grammatically correct. Nobody has touched the article since he created it.

Lee, who teaches social sciences in Vancouver and first started editing entries in the English Wikipedia a decade ago, says that users familiar with more active Wikipedias can fall victim to this mindset, which he terms a “bigger-Wikipedia arrogance”: When they try to contribute to smaller Wikipedia editions, they assume that others will come along to fix their mistakes. It can sometimes work. Lee says he had previously contributed several articles to Wikipedia in Tatar, a language spoken by several million people mainly in Russia, and at least one of those was eventually corrected. But the Inuktitut Wikipedia is, by comparison, a “barren wasteland.” 

He emphasizes that his intentions had been good: He wanted to add more articles to an Indigenous Canadian Wikipedia. “I am now thinking that it may have been a bad idea. I did not consider that I could be contributing to a recursive loop,” he says. “It was about trying to get content out there, out of curiosity and for fun, without properly thinking about the consequences.” 

 “Totally, completely no future”

Wikipedia is a project that is driven by wide-eyed optimism. Editing can be a thankless task, involving weeks spent bickering with faceless, pseudonymous people, but devotees put in hours of unpaid labor because of a commitment to a higher cause. It is this commitment that drives many of the regular small-language editors I spoke with. They all feared what would happen if garbage continued to appear on their pages.

Abdulkadir Abdulkadir, a 26-year-old agricultural planner who spoke with me over a crackling phone call from a busy roadside in northern Nigeria, said that he spends three hours every day fiddling with entries in his native Fulfulde, a language used mainly by pastoralists and farmers across the Sahel. “But the work is too much,” he said. 

Abdulkadir sees an urgent need for the Fulfulde Wikipedia to work properly. He has been suggesting it as one of the few online resources for farmers in remote villages, potentially offering information on which seeds or crops might work best for their fields in a language they can understand. If you give them a machine-translated article, Abdulkadir told me, then it could “easily harm them,” as the information will probably not be translated correctly into Fulfulde. 

Google Translate, for instance, says the Fulfulde word for January means June, while ChatGPT says it’s August or September. The programs also suggest the Fulfulde word for “harvest” means “fever” or “well-being,” among other possibilities.  

Abdulkadir said he had recently been forced to correct an article about cowpeas, a foundational cash crop across much of Africa, after discovering that it was largely illegible. 

If someone wants to create pages on the Fulfulde Wikipedia, Abdulkadir said, they should be translated manually. Otherwise, “whoever will read your articles will [not] be able to get even basic knowledge,” he tells these Wikipedians. Nevertheless, he estimates that some 60% of articles are still uncorrected machine translations. Abdulkadir told me that unless something important changes with how AI systems learn and are deployed, then the outlook for Fulfulde looks bleak. “It is going to be terrible, honestly,” he said. “Totally, completely no future.” 

Across the country from Abdulkadir, Lucy Iwuala contributes to Wikipedia in Igbo, a language spoken by several million people in southeastern Nigeria. “The harm has already been done,” she told me, opening the two most recently created articles. Both had been automatically translated via Wikipedia’s Content Translate and contained so many mistakes that she said it would have given her a headache to continue reading them. “There are some terms that have not even been translated. They are still in English,” she pointed out. She recognized the username that had created the pages as a serial offender. “This one even includes letters that are not used in the Igbo language,” she said. 

Iwuala began regularly contributing to Wikipedia three years ago out of concern that Igbo was being displaced by English. It is a worry that is common to many who are active on smaller Wikipedia editions. “This is my culture. This is who I am,” she told me. “That is the essence of it all: to ensure that you are not erased.” 

Iwuala, who now works as a professional translator between English and Igbo, said the users doing the most damage are inexperienced and see AI translations as a way to quickly increase the profile of the Igbo Wikipedia. She often finds herself having to explain at online edit-a-thons she organizes, or over email to various error-prone editors, that the results can be the exact opposite, pushing users away: “You will be discouraged and you will no longer want to visit this place. You will just abandon it and go back to the English Wikipedia.”  

These fears are echoed by Noah Ha‘alilio Solomon, an assistant professor of Hawaiian language at the University of Hawai‘i. He reports that some 35% of words on some pages in the Hawaiian Wikipedia are incomprehensible. “If this is the Hawaiian that is going to exist online, then it will do more harm than anything else,” he says. 

Hawaiian, which was teetering on the verge of extinction several decades ago, has been undergoing a recovery effort led by Indigenous activists and academics. Seeing such poor Hawaiian on such a widely used platform as Wikipedia is upsetting to Ha‘alilio Solomon. 

“It is painful, because it reminds us of all the times that our culture and language has been appropriated,” he says. “We have been fighting tooth and nail in an uphill climb for language revitalization. There is nothing easy about that, and this can add extra impediments. People are going to think that this is an accurate representation of the Hawaiian language.” 

The consequences of all these Wikipedia errors can quickly become clear. AI translators that have undoubtedly ingested these pages in their training data are now assisting in the production, for instance, of error-strewn AI-generated books aimed at learners of languages as diverse as Inuktitut and Cree, Indigenous languages spoken in Canada, and Manx, a small Celtic language spoken on the Isle of Man. Many of these have been popping up for sale on Amazon. “It was just complete nonsense,” says Richard Compton, a linguist at the University of Quebec in Montreal, of a volume he reviewed that had purported to be an introductory phrasebook for Inuktitut. 

Rather than making minority languages more accessible, AI is now creating an ever expanding minefield for students and speakers of those languages to navigate. “It is a slap in the face,” Compton says. He worries that younger generations in Canada, hoping to learn languages in communities that have fought uphill battles against discrimination to pass on their heritage, might turn to online tools such as ChatGPT or phrasebooks on Amazon and simply make matters worse. “It is fraud,” he says.

A race against time

According to UNESCO, a language is declared extinct every two weeks. But whether the Wikimedia Foundation, which runs Wikipedia, has an obligation to the languages used on its platform is an open question. When I spoke to Runa Bhattacharjee, a senior director at the foundation, she said that it was up to the individual communities to make decisions about what content they wanted to exist on their Wikipedia. “Ultimately, the responsibility really lies with the community to see that there is no vandalism or unwanted activity, whether through machine translation or other means,” she said. Usually, Bhattacharjee added, editions were considered for closure only if a specific complaint was raised about them. 

But if there is no active community, how can an edition be fixed or even have a complaint raised? 

Bhattacharjee explained that the Wikimedia Foundation sees its role in such cases as about maintaining the Wikipedia platform in case someone comes along to revive it: “It is the space that we provide for them to grow and develop. That is where we are at.”   

Inari Saami, spoken in a single remote community in northern Finland, is a poster child for how people can take good advantage of Wikipedia. The language was headed toward extinction four decades ago; there were only four children who spoke it. Their parents created the Inari Saami Language Association in a last-ditch bid to keep it going. The efforts worked. There are now several hundred speakers, schools that use Inari Saami as a medium of instruction, and 6,400 Wikipedia articles in the language, each one copy-edited by a fluent speaker. 

This success highlights how Wikipedia can indeed provide small and determined communities with a unique vehicle to promote their languages’ preservation. “We don’t care about quantity. We care about quality,” says Fabrizio Brecciaroli, a member of the Inari Saami Language Association. “We are planning to use Wikipedia as a repository for the written language. We need to provide tools that can be used by the younger generations. It is important for them to be able to use Inari Saami digitally.” 

This has been such a success that Wikipedia has been integrated into the curriculum at the Inari Saami–speaking schools, Brecciaroli adds. He fields phone calls from teachers asking him to write up simple pages on topics from tornadoes to Saami folklore. Wikipedia has even offered a way to introduce words into Inari Saami. “We have to make up new words all the time,” Brecciaroli says. “Young people need them to speak about sports, politics, and video games. If they are unsure how to say something, they now check Wikipedia.”

Wikipedia is a monumental intellectual experiment. What’s happening with Inari Saami suggests that with maximum care, it can work in smaller languages. “The ultimate goal is to make sure that Inari Saami survives,” Brecciaroli says. “It might be a good thing that there isn’t a Google Translate in Inari Saami.” 

That may be true—though large language models like ChatGPT can be made to translate phrases into languages that more traditional machine translation tools do not offer. Brecciaroli told me that ChatGPT isn’t great in Inari Saami but that the quality varies significantly depending on what you ask it to do; if you ask it a question in the language, then the answer will be filled with words from Finnish and even words it invents. But if you ask it something in English, Finnish, or Italian and then ask it to reply in Inari Saami, it will perform better. 

In light of all this, creating as much high-quality content online as can possibly be written becomes a race against time. “ChatGPT only needs a lot of words,” Brecciaroli says. “If we keep putting good material in, then sooner or later, we will get something out. That is the hope.” This is an idea supported by multiple linguists I spoke with—that it may be possible to end the “garbage in, garbage out” cycle. (OpenAI, which operates ChatGPT, did not respond to a request for comment.)

Still, the overall problem is likely to grow and grow, since many languages are not as lucky as Inari Saami—and their AI translators will most likely be trained on more and more AI slop. Wehr, unfortunately, seems far less optimistic about the future of his beloved Greenlandic. 

Since deleting much of the Greenlandic-language Wikipedia, he has spent years trying to recruit speakers to help him revive it. He has appeared in Greenlandic media and made social media appeals. But he hasn’t gotten much of a response; he says it has been demoralizing. 

“There is nobody in Greenland who is interested in this, or who wants to contribute,” he says. “There is completely no point in it, and that is why it should be closed.” 

Late last year, he began a process requesting that the Wikipedia Language Committee shut down the Greenlandic-language edition. Months of bitter debate followed between dozens of Wikipedia bureaucrats; some seemed to be surprised that a superficially healthy-seeming edition could be gripped by so many problems. 

Then, earlier this month, Wehr’s proposal was accepted: Greenlandic Wikipedia is set to be shuttered, and any articles that remain will be moved into the Wikipedia Incubator, where new language editions are tested and built. Among the reasons cited by the Language Committee is the use of AI tools, which have “frequently produced nonsense that could misrepresent the language.”   

Nevertheless, it may be too late—mistakes in Greenlandic already seem to have become embedded in machine translators. If you prompt either Google Translate or ChatGPT to do something as simple as count to 10 in proper Greenlandic, neither program can deliver. 

Jacob Judah is an investigative journalist based in London. 

Fusion power plants don’t exist yet, but they’re making money anyway

This week, Commonwealth Fusion Systems announced it has another customer for its first commercial fusion power plant, in Virginia. Eni, one of the world’s largest oil and gas companies, signed a billion-dollar deal to buy electricity from the facility.

One small detail? That reactor doesn’t exist yet. Neither does the smaller reactor Commonwealth is building first to demonstrate that its tokamak design will work as intended.

This is a weird moment in fusion. Investors are pouring billions into the field to build power plants, and some companies are even signing huge agreements to purchase power from those still-nonexistent plants. All this comes before companies have actually completed a working reactor that can produce electricity. It takes money to develop a new technology, but all this funding could lead to some twisted expectations. 

Nearly three years ago, the National Ignition Facility at Lawrence Livermore National Laboratory hit a major milestone for fusion power. With the help of the world’s most powerful lasers, scientists heated a pellet of fuel to 100 million °C. Hydrogen atoms in that fuel fused together, releasing more energy than the lasers put in.

It was a game changer for the vibes in fusion. The NIF experiment finally showed that a fusion reactor could yield net energy. Plasma physicists’ models had certainly suggested that it should be true, but it was another thing to see it demonstrated in real life.

But in some ways, the NIF results didn’t really change much for commercial fusion. That site’s lasers used a bonkers amount of energy, the setup was wildly complicated, and the whole thing lasted a fraction of a second. To operate a fusion power plant, not only do you have to achieve net energy, but you also need to do that on a somewhat constant basis and—crucially—do it economically.

So in the wake of the NIF news, all eyes went to companies like Commonwealth, Helion, and Zap Energy. Who would be the first to demonstrate this milestone in a more commercially feasible reactor? Or better yet, who would be the first to get a power plant up and running?

So far, the answer is none of them.

To be fair, many fusion companies have made technical progress. Commonwealth has built and tested its high-temperature superconducting magnets and published research about that work. Zap Energy demonstrated three hours of continuous operation in its test system, a milestone validated by the US Department of Energy. Helion started construction of its power plant in Washington in July. (And that’s not to mention a thriving, publicly funded fusion industry in China.)  

These are all important milestones, and these and other companies have seen many more. But as Ed Morse, a professor of nuclear engineering at Berkeley, summed it up to me: “They don’t have a reactor.” (He was speaking specifically about Commonwealth, but really, the same goes for the others.)

And yet, the money pours in. Commonwealth raised over $800 million in funding earlier this year. And now it’s got two big customers signed on to buy electricity from this future power plant.

Why buy electricity from a reactor that’s currently little more than ideas on paper? From the perspective of these particular potential buyers, such agreements can be something of a win-win, says Adam Stein, director of nuclear energy innovation at the Breakthrough Institute.

By putting a vote of confidence behind Commonwealth, Eni could help the fusion startup get the capital it needs to actually build its plant. The company also directly invests in Commonwealth, so it stands to benefit from success. Getting a good rate on the capital needed to build the plant could also mean the electricity is ultimately cheaper for Eni, Stein says. 

Ultimately, fusion needs a lot of money. If fossil-fuel companies and tech giants want to provide it, all the better. One concern I have, though, is how outside observers are interpreting these big commitments. 

US Energy Secretary Chris Wright has been loud about his support for fusion and his expectations of the technology. Earlier this month, he told the BBC that it will soon power the world.

He’s certainly not the first to have big dreams for fusion, and it is an exciting technology. But despite the jaw-dropping financial milestones, this industry is still very much in development. 

And while Wright praises fusion, the Trump administration is slashing support for other energy technologies, including wind and solar power, and spreading disinformation about their safety, cost, and effectiveness. 

To meet the growing electricity demand and cut emissions from the power sector, we’ll need a whole range of technologies. It’s a risk and a distraction to put all our hopes on an unproven energy tech when there are plenty of options that actually exist. 

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