Are Your Google Ads Gen Z Proof? Strategies To Win The 18-24 Segment

When the average customer age increases for a brand, it’s rarely a platform failure. It’s usually a signal that younger audiences are discovering, evaluating, and buying in different places, and older established brands haven’t kept pace.

As of 2026, Gen Z spans ages 14 to 29. They’re the first generation raised in a digital online world. Moving from smartphones to social video to AI without ever experiencing a world without them. Their expectations for advertising reflect that upbringing. Traditional creative formats, linear funnels, and keyword‑centric strategies simply don’t match how they navigate the internet.

Many PPC practitioners built their instincts during the 2010-2016 era, when search behavior was more predictable and creative requirements were narrower. Those instincts don’t translate cleanly to a generation that jumps between platforms, verifies claims through peers, and expects ads to feel like the content they already consume.

This article looks at why standard Google Ads approaches fall short with the 18-24 segment, how Gen Z actually discovers products, and what advertisers can adjust to stay relevant.

The “Skip Ad” Generation

Gen Z grew up with pre‑roll ads, sponsored content, and ad blockers. They learned early how to ignore anything that feels like an interruption. Studies show their active attention for digital ads drops after about 1.3 seconds, which is a number that explains a lot about their behavior with ads.

Authenticity As A Baseline Expectation

For Gen Z, authenticity isn’t a marketing trend; it’s the baseline expectation. They gravitate toward brands that feature real people instead of polished models, communicate in plain, natural language rather than corporate phrasing, and embrace imperfect, lo-fi visuals over highly produced studio creative.

84% of Gen Z say they trust brands more when they see real customers in the ads.

Girlfriend Collective is a good example. Its product imagery features real people, not traditional models, and the approach mirrors what Gen Z expects to see in their feeds.

Authenticity isn’t a differentiator anymore. It’s table stakes.

Real people featured in Girlfriend Collective advertising campaign.
Girlfriend Collective uses real people in its advertising, aligning with Gen Z’s preference for authentic, human‑centered creative. (Screenshot from girlfriend.com, February 2026)

Discovery Habits: Beyond Google Search

Google Search still matters, but it’s no longer the first stop for many younger users.

Recent data shows:

  • 64% of Gen Z use TikTok as a primary search engine.
  • 77% identify TikTok as the top platform for products.

Their discovery path often starts with a short‑form video, not a search bar. They move through:

  • TikTok.
  • YouTube Shorts.
  • Instagram Reels.
  • Reddit.
  • Creator content.

Only after that do they turn to Google to verify what they’ve seen. Queries like [best running shoes 2026] often begin on TikTok and end on Google, not the other way around.

The Role Of Performance Max And Demand Gen

Google’s push toward Performance Max and Demand Gen reflects this shift. These formats reach users across YouTube, Discover, Gmail, Display, and Search, which are the same surfaces Gen Z moves through naturally.

But PMax can only perform as well as the creative inside it. Legacy assets built for static search campaigns rarely translate well to visual placements. Gen Z scrolls past anything that looks like an ad, especially if it’s overly polished or logo‑heavy.

The Shift Toward Intent‑Based Matching

Keyword matching is evolving. During a January 2026 PPC Chat session, Google Ads Liaison Ginny Marvin noted that appearing in AI Overviews and “AI Mode” inventory requires broad match or keywordless targeting.

This aligns with how Gen Z searches. Their queries are conversational, fragmented, and context-driven, which mirrors Google’s increasing emphasis on intent, context, and meaning rather than strict keyword matching.

Advertisers who avoid broad match risk losing visibility in the surfaces where younger users spend their time.

The Nonlinear Buyer Journey

Gen Z doesn’t move through a funnel. Their path looks more like a loop:

  1. Short‑form video discovery.
  2. Google Search verification.
  3. Social proof on Reddit or Instagram.
  4. Long‑form YouTube reviews.
  5. More short‑form content.
  6. Conversion.

Social proof carries significant weight. 77% say UGC helps them make decisions, and unboxing‑style clips can lift conversion rates by up to 161%.

The offer doesn’t change, but the format of the proof does.

Privacy And The Value Exchange

Gen Z is cautious about privacy but not unwilling to share data. They simply expect a clear value exchange. When that exchange is obvious and transparent, they are more open to participating. Incentives that work include early access, exclusive drops, loyalty rewards, and insider content.

Transparency matters. They want to know what they’re giving and what they’re getting.

Tactical Adjustments To Future‑Proof Your Google Ads Account

The following adjustments can help advertisers align with Gen Z behavior.

1. Rewrite RSAs for Tone and Context

Many RSAs still rely on keyword‑stuffed templates:

  • “Blue running shoes”
  • “Best blue running shoes”

RSAs can generate over 43,680 combinations. Use that flexibility to test tone, not just keywords. Use that range to experiment with conversational phrasing, modern language, benefit-driven messaging, social-proof elements, and UGC-inspired copy that better reflects how audiences actually search and engage.

This approach allows Google to assemble combinations that better match user intent.

How RSAs Handle Text Variation

RSAs assemble headlines and descriptions dynamically. The inputs determine the tone Google can test.

The following two examples illustrate how different brands approach RSA‑style messaging and how those choices affect relevance and emotional resonance.

Example 1: Glossier

Headline: Glow With Glossier® Today – Feel Your Glowy, Dewy Best

Description: Shop Accessible Luxury Products Inspired By Our Community To Make You Look And Feel Good. Shop Glossier Skincare Essentials For Glowy, Dewy Skin + Makeup You’ll Actually Use.

Analysis:

  • Conversational, emotional, community‑driven.
  • This style aligns with Gen Z’s expectations.
Sponsored Glossier skincare ad featuring a headline about glowing skin and promotional text highlighting community‑inspired products.
Glossier’s ad uses emotionally driven language and community framing, aligning with Gen Z’s preference for authentic, benefit-led messaging. (Screenshot by author, February 2026)

Example 2: COVERGIRL

Headline: COVERGIRL® Official Site – Available Online & In‑Store

Description: Explore Our New Makeup Products, Best Sellers, & Trending Tutorials to Enhance Your Look.

Analysis:

  • Structured, brand‑led, availability‑focused.
  • Clear and informative, but less emotionally resonant.
Sponsored COVERGIRL makeup ad with a headline promoting online and in‑store availability and text highlighting new products and tutorials.
COVERGIRL’s ad uses structured, brand-led messaging focused on product availability and category breadth. (Screenshot by author, February 2026)

Key Takeaway For RSAs

Both ads are valid inputs for RSAs, but they serve different strategic purposes:

Brand Tone Focus Gen Z Alignment
Glossier Conversational Emotional <+ Community High
COVERGIRL Informational Product + Availability Moderate

A mix of both styles gives Google more flexibility across AI‑driven surfaces like AI Overviews and AI mode.

2. Refresh Creative Assets

Gen Z doesn’t like advertising that interrupts content, which means asset groups should feel native to the environments where they appear. That includes lifestyle imagery, lo-fi video, real customers, UGC-style clips, and visuals that blend naturally into the feed rather than stand out as overt advertising.

Organic‑looking creative performs better across PMax and Demand Gen.

3. Leverage Smart Bidding

Smart bidding is designed for nonlinear, multi-touch journeys. It adapts to device switching, platform hopping, and privacy-centric signals, allowing campaigns to respond more effectively to the way users move between channels and interactions before converting.

This makes it well‑suited for Gen Z’s browsing behavior.

4. Test Gen Z‑Specific Variants

Use Google Ads Experiments to compare:

  • Control: Standard corporate creative
  • Variant: Conversational, UGC‑style creative

This approach provides clear performance insights without requiring a full account overhaul.

5. Use Data‑Driven Attribution (DDA)

Last‑click attribution hides the impact of upper‑funnel channels. DDA provides a clearer view of how YouTube, Demand Gen, and PMax contribute to conversions, which is essential for understanding Gen Z behavior.

Adapting To The New Standard

Gen Z is not opposed to advertising; they are opposed to interruption. They respond to messaging that feels honest, human, relevant, and aligned with their expectations in the spaces where they spend their time.

Brands that adapt their full funnel and not just their headlines will be better positioned to reach this demographic in 2026.

Advertisers should review their current Google Ads campaigns and assess whether Gen Z can see themselves in the messaging. If not, a strategic refresh is warranted.

Final Thoughts

Gen Z isn’t rejecting advertising outright. They’re rejecting anything that feels out of place in the spaces where they spend their time. When brands adjust their creative, targeting, and proof to match how this generation actually discovers and evaluates products, the results tend to follow.

The shift doesn’t require a full rebuild. It just requires intention, testing, and updating the parts of your Google Ads strategy that still assume a linear funnel or a polished, brand‑first message.

If your current campaigns don’t reflect how Gen Z searches, scrolls, and decides, this is the moment to rethink the approach. Small changes go a long way when they match the way people actually behave.

More Resources:


Featured Image: Stock-Asso/Shutterstock

International PPC: Why Consistency Is So Hard To Maintain via @sejournal, @brookeosmundson

With PPC becoming more automated every day, managing PPC accounts in one country is challenging enough.

Your campaign structure may stay the same, but once you add in different countries, languages, regulatory nuances, and different agency partners, PPC management gets messy quickly.

If you currently manage paid media for international brands, you probably see that scaling isn’t an issue. Typically, it’s more likely to be a coordination and consistency issue.

Not only are you launching campaigns in each region, but you’re also keeping up on different market expectations, aligning with separate teams per region, and possibly even different agency partners.

For example, you could launch the exact same campaign structure and bidding strategies in the United States and the United Kingdom and get completely different results.

Each of those probably have their own style, processes, and priorities.

This article breaks down tips on how to keep your campaigns on track across regions without losing brand consistency.

The Realities Of International PPC Management

In a perfect management relationship, every agency partner would follow your brand guidelines to a T, campaign messaging would be accurately localized, and all markets being advertised would operate under the same strategy.

The reality of this scenario? That rarely happens.

Consistency, or lack of, is a real problem. Creative assets, bidding strategies, or keyword targeting often vary widely between markets. This leads to a disjointed user experience and potentially diluted brand impact.

Then, there’s the overlap problem. Without clear global oversight, multiple agencies may accidentally compete in the same auctions or target the same audience, driving up costs unnecessarily.

Reporting visibility becomes an issue, too. Reporting formats may differ from agency to agency, or depending on the region. Some agencies might use custom dashboards, while others may send static PDFs. This can make comparing performance across the board a nightmare.

Speaking of agencies, if you’re working with multiple agencies across regions, their level of expertise may vary. Some have deep experience in a particular market, while others simply learn as they go.

Lastly, there are likely regulatory hurdles you haven’t thought of if you’re used to marketing only in the United States. Different countries have different rules around data collection, targeting methods, and ad content. It’s easy to miss a compliance detail if you’re not on top of local policies.

Managing all of that on top of the actual PPC campaigns is a lot for one person to handle.

Aligning Global Strategy With Local Execution

It’s tempting to create a single PPC strategy and roll it out globally, but that rarely works.

For example, what resonates in the U.S. may fall flat in Germany or Australia. Your job as a marketing manager is to set the strategic foundation while giving local teams enough flexibility to adapt.

Here are a few tips on how to find that balance while managing multiple PPC regions:

  • Create a global brand playbook: Define your core objectives, brand voice, performance metrics, and non-negotiables. Make it clear which elements must be consistent across markets (e.g., logo usage, value propositions) and which can be localized (e.g., promotions, tone, CTAs).
  • Set up centralized tracking and reporting: Use tools like Looker Studio, Funnel, or Tableau to consolidate data from different platforms and agencies. A unified reporting view helps you spot inconsistencies and optimize faster.
  • Spell out roles and responsibilities: Who owns budget allocation? Who reviews creative? Who has the final say on the copy? Spell this out. Confusion around ownership often slows campaigns down.
  • Use regular syncs to stay aligned: Host monthly or bi-weekly meetings with all agency partners. Even if the agendas are light, the face time builds accountability.

For example, say you’re a global hotel chain that operates on multiple continents. A great place to start is to create a shared creative playbook, but allowing each region to tailor their offers like ski packages in Switzerland or beach getaways in Spain.

A shared creative playbook helps keep brand visuals consistent while making local campaigns relevant.

This reinforces that your global strategy is the blueprint, but you still need localization to tailor what actually works in each market.

Choosing And Managing Agency Partners

If you’re working with multiple agencies across regions, things can quickly get siloed.

One agency might perform strongly in Canada while another underperforms in France. Your role is to manage these relationships without getting stuck in the weeds.

Below are some recommendations to keep things streamlined:

  • Standardize onboarding: No matter what type of agency or vendor you’re onboarding, start with a structured checklist. This can include items like tech stack access, brand guidelines, reporting templates, key contacts, etc.
  • Evaluate based on shared key performance indicators (KPIs): Hold every agency accountable to the same high-level metrics (e.g., return on ad spend, cost per acquisition, conversion volume), even if market-specific tactics differ. This makes it easier to identify outliers.
  • Encourage cross-agency collaboration: Set up a shared communication channel or quarterly town halls where agency teams can exchange learnings. One partner’s success story could inspire a breakthrough elsewhere.
  • Avoid micromanagement, but stay involved: Agencies need room to operate, but that doesn’t mean you go completely hands-off. Review ad copy regularly. Ask questions about performance drivers and what sort of experiments or tests they’re running.
  • Consider a lead regional agency model: Some brands appoint one agency as the lead for a particular continent or region. This partner acts as a point of coordination, helping to roll out strategies more efficiently.

Say you’re running a consumer electronics brand’s PPC efforts, and the company is looking to expand into Europe, the Middle East, and Africa. It may be easy to give all that work in-house, but that can essentially double your workload, which can make your existing campaigns’ performance drop since your focus has shifted.

Instead, consider hiring an agency for the EMEA region, where your responsibility may be overseeing their operations across Europe.

This frees up your time to still focus on the core markets, but still have visibility in the expansion region to understand what’s working and what’s not.

This can lead to reduced duplicated efforts, standardized reporting, and improved speed-to-market.

Tailoring Localization Without Losing Brand Consistency

One of the biggest risks in international PPC is watering down your brand, or creating an inconsistent brand. When you allow each market to fully customize messaging, your consistency issue will continue to show up.

However, localization doesn’t mean reinventing your brand. It means adapting the core message to fit cultural norms, search behavior, and language nuances.

The first way to accomplish this is to provide flexible brand guidelines. Instead of a rigid and hard-to-follow rulebook, create a toolkit. Include items like brand values, tone of voice examples, and explicit dos/don’ts. Make it clear that it leaves space for creativity.

When it comes to translation, translating ads word-for-word often leads to awkward or irrelevant messaging. Instead, invest in native-language copywriters who understand local search intent.

Be sure to test and/or vet creative with local experts. Even if your agencies are global, ensure that someone close to the market signs off on copy and visuals. One poorly placed phrase or image can derail an entire campaign or brand image.

Don’t be afraid to test and learn in each market. What works in France might not work in Spain. Build in budget and time to A/B test creative and offers in each country before scaling.

For example, say you’re running back-to-school ads for an apparel brand across the United States and Japan. You think that everyone has a back-to-school need, right?

You’d be correct, but it’d be incorrect to run them at the same time due to Japan’s school year starting in the spring, whereas the United States typically starts in the fall.

Adjusting campaign timing based on regions can help lead to an uplift in engagement.

When it comes to localization, every ad should feel like your brand, even if it says something slightly different.

Managing Regulatory And Platform Differences

The compliance side of international PPC often gets overlooked until it becomes a problem.

Before you even begin expanding your PPC efforts in other regions, start with these guardrails in place:

  • Work with legal early: Involve your legal or compliance teams in the planning process. Get clarity on what’s allowed in each region before campaigns launch.
  • Stay up-to-date with platform policies: Google Ads, Meta, and Microsoft all have country-specific ad restrictions. Review them regularly. This goes beyond demographic targeting or ad copy. How you track users once they get to your landing page is extremely important to understand what’s allowed and what’s not.
  • Use regional ad accounts: If you’re running large-scale campaigns, separate ad accounts by region. This makes it easier to manage billing, user access, and compliance settings. Google now has an account setting where admins need to check a box if they are going to run ads in the EU. For this reason alone, it’s good to keep each region in its own separate account.
  • Document your approach: Create a shared doc outlining how your team handles regulatory compliance, consent tracking, and ad policy enforcement. It helps new team members and agencies get up to speed quickly.

When in doubt, err on the side of caution. It’s better to delay a campaign launch and get it right than clean up a PR or legal mess later.

When To Consolidate Vs. Decentralize

One of the biggest international strategic decisions you’ll face: Should you centralize all campaigns under one global agency, or let each region work with its own partner?

There’s no perfect answer, but here’s a framework to help you decide:

  • Consolidate if:
    • You need unified reporting and brand control.
    • You operate in fewer countries with similar languages or cultures.
    • Your internal team is small and needs a streamlined workflow.
  • Decentralize if:
    • You’re in highly diverse markets with unique buying behaviors.
    • Local teams have strong relationships with trusted regional agencies.
    • You want to test different approaches and compare outcomes.

Some brands use a hybrid approach, which includes a central strategy with local execution. The key is to revisit your setup as you grow. What worked at five markets may not work at 15.

Managing International PPC Without Losing Control

The reality of managing international PPC campaigns is that it’s oftentimes messy and chaotic. This is especially true if you don’t have the right foundations to go off of.

If you’re struggling to understand where to start, your first priority should be working on your brand and messaging framework. Make sure that’s solid before you try to scale, whether that’s being done in-house or having an agency take that work on. Trust me, this step will make everything easier in the long run.

Your second priority should be defining clear ownership. If you’re working in a hybrid model with an agency and in-house teams, set clear expectations with everyone upfront. This reduces duplicate work and makes your teams more efficient.

Once those are in play, then you can tackle centralizing reporting and visibility.

Not everything can be optimized at once. Otherwise, you won’t know what’s working or not working. Be patient as you scale to new regions, but don’t be afraid to test the waters to see if you can find some clear winners along the way.

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Featured Image: Roman Samborskyi/Shutterstock

Antitrust Filing Says Google Cannibalizes Publisher Traffic via @sejournal, @martinibuster

Penske Media Corporation (PMC) filed a federal court memorandum opposing Google’s motion to dismiss its antitrust lawsuit. The company argues that Google has broken the longstanding premise of a web ecosystem in which publishers allowed their content to be crawled in exchange for receiving search traffic in return.

PMC is the publisher of twenty brands like Deadline, The Hollywood Reporter, and Rolling Stone.

Web Ecosystem

The PMC legal filing makes repeated references to the “fundamental fair exchange” where Google sends traffic in exchange for allowing them to crawl and index websites, explicitly quoting Google’s expressions of support for “the health of the web ecosystem.”

And yet there are some industry outsiders on social media who deny that there is any understanding between Google and web publishers, a concept that even Google doesn’t deny.

This concept dates to pretty much the beginning of Google and is commonly understood by all web workers. It’s embedded in Google’s Philosophy, expressed at least as far back as 2004:

“Google may be the only company in the world whose stated goal is to have users leave its website as quickly as possible.”

In May 2025 Google published a blog post where they affirmed that sending users to websites remained their core goal:

“…our core goal remains the same: to help people find outstanding, original content that adds unique value.”

What’s relevant about that passage is that it’s framed within the context of encouraging publishers to create high quality content and in exchange they will be considered for referral traffic.

The concept of a web ecosystem where both sides benefit was discussed by Google CEO Sundar Pichai in a June 2025 podcast interview by Lex Fridman where Pichai said that sending people to the human created web in AI Mode was “going to be a core design principle for us.”

In response to a follow-up question referring to journalists who are nervous about web referrals, Sundar Pichai explicitly mentioned the ecosystem and Google’s commitment to it.

Pichai responded:

“I think news and journalism will play an important role, you know, in the future we’re pretty committed to it, right? And so I think making sure that ecosystem… In fact, I think we’ll be able to differentiate ourselves as a company over time because of our commitment there. So it’s something I think you know I definitely value a lot and as we are designing we’ll continue prioritizing approaches.”

This “fundamental fair exchange” serves as the baseline competitive condition for their claims of coercive reciprocal dealing and unlawful monopoly maintenance.

That baseline helps PMC argue:

  • That Google changed the understood terms of participation in search in a way publishers cannot refuse.
  • And that Google used its dominance in search to impose those new terms.

And despite that Google’s own CEO expressed that sending people to websites is a core design principal and there are multiple instances in the past and the present where Google’s own documentation refers to this reciprocity between publishers and Google, Google’s legal response expressly denies that it exists.

The PMC document states:

“Google …argues that no reciprocity agreement exists because it has not “promised to deliver” any search referral traffic.”

Profound Consequences Of Google AI Search

PMC filed a federal court memorandum in February 2026 opposing Google’s motion to dismiss its antitrust complaint. The complaint details Google’s use of its search monopoly to “coerce” publishers into providing content for AI training and AI Overviews without compensation.

The suit argues that Google has pivoted from being a search engine (that sends traffic to websites) to an answer engine that removes the incentive for users to click to visit a website. The lawsuit claims that this change harms the economic viability of digital publishers.

The filing explains the consequences of this change:

“Google has shattered the longstanding bargain that allows the open internet to exist. The consequences for online publishers—to say nothing of the public at large—are profound.”

Google Is Using Their Market Power

The filing claims that the collapse of the traditional search ecosystem positions Google’s AI search system as coercive rather than innovative, arguing that publishers must either allow AI to reuse their content or risk losing search visibility.

The legal filing alleges that Google’s generative AI competes directly with online publishers for user’s attention, describing Google as cannibalizing publisher’s traffic, specifically alleging that Google is using their “market power” to maintain a situation in which publishers can’t block the AI without also negatively affecting what little search traffic is left.

The memorandum portrays a bleak choice offered by Google:

“Google’s search monopoly leaves publishers with no choice: acquiesce—even as Google cannibalizes the traffic publishers rely on—or perish.”

It also describes the role of AI grounding plays in cannibalizing publisher traffic for its sole benefit:

“Through RAG, or “grounding,” Google uses, repackages, and republishes publisher content for display on Google’s SERP, cannibalizing the traffic on which PMC depends.”

Expansion Of Zero-Click Search Results And Traffic Loss

The filing claims AI answers divert users away from publisher sites and diminish monetizable audience visits. Multiple parts of the filing directly confronts Google with the fact of reduced traffic from search due to the cannibalization of their content.

The filing alleges:

“Google reduces click‑throughs to publisher sites, increases zero‑click behavior, and diverts traffic that publishers need to support their advertising, affiliate, and subscription revenue.

…Google’s insinuation . . . that AI Overview is not getting in the way of the ten blue links and the traffic going back to creators and publishers is just 100% false . . . . [Users] are reading the overview and stopping there . . . . We see it.”

…The purpose is not to facilitate click-throughs but to have users consume PMC’s content, repackaged by Google, directly on the SERP.”

Zero-click searches are described as a component of a multi-part process in which publishers are injured by Google’s conduct. The filing accuses Google of using publisher content for training, grounding their AI on facts, and then republishing it within the zero-click AI search environment that either reduces or eliminates clicks back to PMC’s websites.

Should Google Send More Referral Traffic?

Everything that’s described in the PMC filing is the kind of thing that virtually all online businesses have been complaining about in terms of traffic losses as a result of Google’s AI search surfaces. It’s the reason why Lex Fridman specifically challenged Google’s CEO on the amount of traffic Google is sending to websites.

The Truth about ‘Direct’ Traffic

The “direct” traffic channel in analytics software might be mislabeled, misleading, and even detrimental.

Imagine an ecommerce sortation center. When it cannot identify the package’s origin, the center may sort it into a hypothetical “direct” bin. Similarly, Google Analytics and others sometimes assign traffic as “direct” when they cannot attribute it to a specific source.

In analytics-speak, “referrers” and “parameters” are mechanisms for determining where a site visit originated.

  • Referrer is the URL of the site a visitor came from. The referrer is passed automatically in most cases.
  • A parameter attaches to the end of a URL to share tracking information, e.g., utm_source=email.

Analytics platforms label visitors who come to a site without a referrer or parameter as “direct.”

Thus “direct” becomes a catch-all, potentially co-mingling marketing-driven visits, actual direct inbounds, and even folks coming from Google Discover with traffic that lost its identifying parameters or referrers.

Direct Traffic

Google Analytics typically assigns 20% to 60% of site traffic to “direct,” according to multiple industry reports.

“Direct” traffic accounts for 20% to 60% of a site’s visits, typically.

Yet there’s anecdotal concern among prominent practitioners — including Neil Patel, Jon Henshaw, and Katie Rigby — that direct traffic reported by Google Analytics and others is mislabeled.

The challenge is how marketers think about “direct” visits. A direct visitor was once someone who typed in the site’s URL in her browser. It indicated brand strength and recognition.

But the catch-all nature of today’s direct site traffic reporting can be problematic if it masks marketing effectiveness. An outreach campaign on Discord or a successful SMS campaign, for example, could get lost.

How to Check

To be sure, not all “direct” visits in Google Analytics or similar are mislabeled. To check their metrics, marketers can:

  • Compare trends. Review “direct” traffic alongside other channels. If “direct” spikes while “organic search” or “social” drops, it’s worth investigating.
  • Inspect landing page patterns. Genuine direct visitors usually land on the home page. “Direct” visitors who land on product or other interior pages could be misclassified.
  • Audit tagging. Ensure all email, social, and ad campaigns use correct UTM parameters. A missing parameter may cause the analytics platform to misclassify the visit.

If your site’s direct traffic looks suspicious, consider the dead, dark, and blind.

Dead traffic

While it is likely the smallest percentage of “direct” site traffic, “dead” or zombie visits are non-human crawlers — AI agents, search engine tools, monitoring systems, or competitor price scrapers — undetected by analytics providers.

Fast Company explored how bot traffic can distort behavioral signals and muck up marketing. Citing a new vibe-coded social network called Moltbook solely for AI agents, Fast Company stated, “Moltbook is a harbinger — the first real sign that a new type of internet is upon us….a ‘zombie internet’ that could have devastating consequences for advertising.”

Home page of Moltbook

Moltbook is a vibe-coded social network for AI agents.

Dark traffic

“Dark” traffic refers to legitimate visits without clear referral or parameter data. Examples include:

  • Dark social. Many social media applications and platforms, such as WhatsApp and Slack, do not allow referrers or parameters.
  • Dark AI. Some AI platforms share links but do not pass referrer data when clicked.
  • Clean URLs. Some browsers and email clients, such as the Brave browser and Apple Mail, remove tracking parameters.
  • Privacy and ad-blocking software. Browser extensions can also remove parameters from links and suppress referrers.

Analytics blindness

A sortation center tracks all arriving packages but routes those without an originating address into the “direct” bin.

In contrast, “blindness” results from visits that never reach analytics software, most often due to extreme privacy protection applications. Rather than just removing parameters, some apps block JavaScript from loading altogether, preventing Google Analytics and other platforms from recording the session.

Attribution Gaps

Mislabeled “direct” traffic obscures the truth. Merchants engaged in community marketing and advertising, or who attract privacy-minded shoppers, should audit their “direct” visits to avoid cutting high-performing channels.

Moreover, analytics software is not the only way to measure. Alternatives include:

  • Zero-party data. Use post-purchase surveys asking, “How did you hear about us?”
  • Trackable codes or pages. Use specific coupon codes or landing pages for distinct channels.
  • Media mix modeling. Use statistical analysis rather than user-level tracking to correlate spend with revenue.
  • Identity resolution. Retention.com, Audience Bridge, and similar services can help identify anonymous traffic and match it to conversions.
RFK Jr. follows a carnivore diet. That doesn’t mean you should.

Americans have a new set of diet guidelines. Robert F. Kennedy Jr. has taken an old-fashioned food pyramid, turned it upside down, and plonked a steak and a stick of butter in prime positions.

Kennedy and his Make America Healthy Again mates have long been extolling the virtues of meat and whole-fat dairy, so it wasn’t too surprising to see those foods recommended alongside vegetables and whole grains (despite the well-established fact that too much saturated fat can be extremely bad for you).

Some influencers have taken the meat trend to extremes, following a “carnivore diet.” “The best thing you could do is eliminate out everything except fatty meat and lard,” Anthony Chaffee, an MD with almost 400,000 followers, said in an Instagram post.

And I almost choked on my broccoli when, while scrolling LinkedIn, I came across an interview with another doctor declaring that “there is zero scientific evidence to say that vegetables are required in the human diet.” That doctor, who described himself as “90% carnivore,” went on to say that all he’d eaten the previous day was a kilo of beef, and that vegetables have “anti-nutrients,” whatever they might be.

You don’t have to spend much time on social media to come across claims like this. The “traditionalist” influencer, author, and psychologist Jordan Peterson was promoting a meat-only diet as far back as 2018. A recent review of research into nutrition misinformation on social media found that the most diet information is shared on Instagram and YouTube, and that a lot of it is nonsense. So much so that the authors describe it as a “growing public health concern.”

What’s new is that some of this misinformation comes from the people who now lead America’s federal health agencies. In January Kennedy, who leads the Department of Health and Human Services, told a USA Today reporter that he was on a carnivore diet. “I only eat meat or fermented foods,” he said. He went on to say that the diet had helped him lose “40% of [his] visceral fat within a month.”

“Government needs to stop spreading misinformation that natural and saturated fats are bad for you,” Food and Drug Administration commissioner Martin Makary argued in a recent podcast interview. The principles of “whole foods and clean meats” are “biblical,” he said. The interviewer said that Makary’s warnings about pesticides made him want to “avoid all salads and completely miss the organic section in the grocery store.”

For the record: There’s plenty of evidence that a diet high in saturated fat can increase the risk of heart disease. That’s not government misinformation. 

The carnivore doctors’ suggestion to avoid vegetables is wrong too, says Gabby Headrick, associate director of food and nutrition policy at George Washington University’s Institute for Food Safety & Nutrition Security. There’s no evidence to suggest that a meat-only diet is good for you. “All of the nutrition science to date strongly identifies a wide array of vegetables … as being very health-promoting,” she adds.

To be fair to the influencers out there, diet is a tricky thing to study. Much of the research into nutrition relies on volunteers to keep detailed and honest food diaries—something that people are generally quite bad at. And the way our bodies respond to foods might be influenced by our genetics, our microbiomes, the way we prepare or consume those foods, and who knows what else.

Still, it will come as a surprise to no one that there is plenty of what the above study calls “low-quality content” floating around on social media. So it’s worth arming ourselves with a good dose of skepticism, especially when we come across posts that mention “miracle foods” or extreme, limited diets.

The truth is that most food is neither good nor bad when eaten in moderation. Diet trends come and go, and for most people, the best reasonable advice is simply to eat a balanced diet low in sugar, salt, and saturated fat. You know—the basics. No matter what that weird upside-down food pyramid implies. To the carnivore influencers, I say: get your misinformation off my broccoli.

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

US deputy health secretary: Vaccine guidelines are still subject to change

<div data-chronoton-summary="

  • Vaccine schedule may not be final O’Neill defended the CDC’s decision to cut recommended childhood vaccines but said the guidelines remain “subject to new data coming in, new ways of thinking about things,” with new safety studies underway.
  • A self-described Vitalist is running US health agencies O’Neill said he agrees with all five tenets of Vitalism—a movement that calls death “humanity’s core problem”—and wants to make reversing aging damage a federal health priority.
  • ARPA-H is betting big on organ replacement and brain repair The agency is directing $170 million toward growing new organs from patients’ own cells and exploring ways to replace aging brain tissue—a procedure O’Neill said he’d personally be “open to” trying.
  • Expect more dietary guidance—and more controversy O’Neill endorsed eating “plenty of protein and saturated fat,” echoing new federal dietary guidance that nutrition scientists have criticized for ignoring decades of research on saturated fat’s health risks.

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Following publication of this story, Politico reported Jim O’Neill would be leaving his current roles within the Department of Health and Human Services.

Over the past year, Jim O’Neill has become one of the most powerful people in public health. As the US deputy health secretary, he holds two roles at the top of the country’s federal health and science agencies. He oversees a department with a budget of over a trillion dollars. And he signed the decision memorandum on the US’s deeply controversial new vaccine schedule.

He’s also a longevity enthusiast. In an exclusive interview with MIT Technology Review earlier this month, O’Neill described his plans to increase human healthspan through longevity-focused research supported by ARPA-H, a federal agency dedicated to biomedical breakthroughs. At the same time, he defended reducing the number of broadly recommended childhood vaccines, a move that has been widely criticized by experts in medicine and public health. 

In MIT Technology Review’s profile of O’Neill last year, people working in health policy and consumer advocacy said they found his libertarian views on drug regulation “worrisome” and “antithetical to basic public health.” 

He was later named acting director of the Centers for Disease Control and Prevention, putting him in charge of the nation’s public health agency.

But fellow longevity enthusiasts said they hope O’Neill will bring attention and funding to their cause: the search for treatments that might slow, prevent, or even reverse human aging. Here are some takeaways from the interview. 

Vaccine recommendations could change further

Last month, the US cut the number of vaccines recommended for children. The CDC no longer recommends vaccinations against flu, rotavirus, hepatitis A, or meningococcal disease for all children. The move was widely panned by medical groups and public health experts. Many worry it will become more difficult for children to access those vaccines. The majority of states have rejected the recommendations

In the confirmation hearing for his role as deputy secretary of health and human services, which took place in May last year, O’Neill said he supported the CDC’s vaccine schedule. MIT Technology Review asked him if that was the case and, if so, what made him change his mind. “Researching and examining and reviewing safety data and efficacy data about vaccines is one of CDC’s obligations,” he said. “CDC gives important advice about vaccines and should always be open to new data and new ways of looking at data.”

At the beginning of December, O’Neill said, President Donald Trump “asked me to look at what other countries were doing in terms of their vaccine schedules.” He said he spoke to health ministries of other countries and consulted with scientists at the CDC and FDA. “It was suggested to me by lots of the operating divisions that the US focus its recommendations on consensus vaccines of other developed nations—in other words, the most important vaccines that are most often part of the core recommendations of other countries,” he said.

“As a result of that, we did an update to the vaccine schedule to focus on a set of vaccines that are most important for all children.” 

But some experts in public health have said that countries like Denmark and Japan, whose vaccine schedules the new US one was supposedly modeled on, are not really comparable to the US. When asked about these criticisms, O’Neill replied, “A lot of parents feel that … more than 70 vaccine doses given to young children sounds like a really high number, and some of them ask which ones are the most important. I think we helped answer that question in a way that didn’t remove anyone’s access.”

A few weeks after the vaccine recommendations were changed, Kirk Milhoan, who leads the CDC’s Advisory Committee on Immunization Practices, said that vaccinations for measles and polio—which are currently required for entry to public schools—should be optional. (Mehmet Oz, the Center for Medicare and Medicaid Services director, has more recently urged people to “take the [measles] vaccine.”)

“CDC still recommends that all children are vaccinated against diphtheria, tetanus, whooping cough, Haemophilus influenzae type b (Hib), Pneumococcal conjugate, polio, measles, mumps, rubella, and human papillomavirus (HPV), for which there is international consensus, as well as varicella (chickenpox),” he said when asked for his thoughts on this comment.

He also said that current vaccine guidelines are “still subject to new data coming in, new ways of thinking about things.” “CDC, FDA, and NIH are initiating new studies of the safety of immunizations,” he added. “We will continue to ask the Advisory Committee on Immunization Practices to review evidence and make updated recommendations with rigorous science and transparency.”

More support for longevity—but not all science

O’Neill said he wants longevity to become a priority for US health agencies. His ultimate goal, he said, is to “make the damage of aging something that’s under medical control.” It’s “the same way of thinking” as the broader Make America Healthy Again approach, he said: “‘Again’ implies restoration of health, which is what longevity research and therapy is all about.” 

O’Neill said his interest in longevity was ignited by his friend Peter Thiel, the billionaire tech entrepreneur, around 2008 to 2009. It was right around the time O’Neill was finishing up a previous role in HHS, under the Bush administration. O’Neill said Thiel told him he “should really start looking into longevity and the idea that aging damage could be reversible.” “I just got more and more excited about that idea,” he said.

When asked if he’s heard of Vitalism, a philosophical movement for “hardcore” longevity enthusiasts who, broadly, believe that death is wrong, O’Neill replied: “Yes.” 

The Vitalist declaration lists five core statements, including “Death is humanity’s core problem,” “Obviating aging is scientifically plausible,” and “I will carry the message against aging and death.” O’Neill said he agrees with all of them. “I suppose I am [a Vitalist],” he said with a smile, although he’s not a paying member of the foundation behind it.

As deputy secretary of the Department of Health and Human Services, O’Neill assumes a level of responsibility for huge and influential science and health agencies, including the National Institutes of Health (the world’s largest public funder of biomedical research) and the Food and Drug Administration (which oversees drug regulation and is globally influential) as well as the CDC.

Today, he said, he sees support for longevity science from his colleagues within HHS. “If I could describe one common theme to the senior leadership at HHS, obviously it’s to make America healthy again, and reversing aging damage is all about making people healthy again,” he said. “We are refocusing HHS on addressing and reversing chronic disease, and chronic diseases are what drive aging, broadly.”

Over the last year, thousands of NIH grants worth over $2 billion were frozen or terminated, including funds for research on cancer biology, health disparities, neuroscience, and much more. When asked whether any of that funding will be restored, he did not directly address the question, instead noting: “You’ll see a lot of funding more focused on important priorities that actually improve people’s health.”

Watch ARPA-H for news on organ replacements and more

He promised we’ll hear more from ARPA-H, the three-year-old federal agency dedicated to achieving breakthroughs in medical science and biotechnology. It was established with the official goal of promoting “high-risk, high-reward innovation for the development and translation of transformative health technologies.”

O’Neill said that “ARPA-H exists to make the impossible possible in health and medicine.” The agency has a new director—Alicia Jackson, who formerly founded and led a company focused on women’s health and longevity, took on the role in October last year.

O’Neill said he helped recruit Jackson, and that she was hired in part because of her interest in longevity, which will now become a major focus of the agency. He said he meets with her regularly, as well as with Andrew Brack and Jean Hébert, two other longevity supporters who lead departments at ARPA-H. Brack’s program focuses on finding biological markers of aging. Hebert’s aim is to find a way to replace aging brain tissue, bit by bit.  

O’Neill is especially excited by that one, he said. “I would try it … Not today, but … if progress goes in a broadly good direction, I would be open to it. We’re hoping to see significant results in the next few years.”

He’s also enthused by the idea of creating all-new organs for transplantation. “Someday we want to be able to grow new organs, ideally from the patients’ own cells,” O’Neill said. An ARPA-H program will receive $170 million over five years to that end, he adds. “I’m very excited about the potential of ARPA-H and Alicia and Jean and Andrew to really push things forward.”

Longevity lobbyists have a friendly ear

O’Neill said he also regularly talks to the team at the lobbying group Alliance for Longevity Initiatives. The organization, led by Dylan Livingston, played an instrumental role in changing state law in Montana to make experimental therapies more accessible. O’Neill said he hasn’t formally worked with them but thinks that “they’re doing really good work on raising awareness, including on Capitol Hill.”

Livingston has told me that A4LI’s main goals center around increasing support for aging research (possibly via the creation of a new NIH institute entirely dedicated to the subject) and changing laws to make it easier and cheaper to develop and access potential anti-aging therapies.

O’Neill gave the impression that the first goal might be a little overambitious—the number of institutes is down to Congress, he said. “I would like to get really all of the institutes at NIH to think more carefully about how many chronic diseases are usefully thought of as pathologies of aging damage,” he said. There’ll be more federal funding for that research, he said, although he won’t say more for now.

Some members of the longevity community have more radical ideas when it comes to regulation: they want to create their own jurisdictions designed to fast-track the development of longevity drugs and potentially encourage biohacking and self-experimentation. 

It’s a concept that O’Neill has expressed support for in the past. He has posted on X about his support for limiting the role of government, and in support of building “freedom cities”—a similar concept that involves creating new cities on federal land. 

Another longevity enthusiast who supports the concept is Niklas Anzinger, a German tech entrepreneur who is now based in Próspera, a private city within a Honduran “special economic zone,” where residents can make their own suggestions for medical regulations. Anzinger also helped draft Montana’s state law on accessing experimental therapies. O’Neill knows Anzinger and said he talks to him “once or twice a year.”

O’Neill has also supported the idea of seasteading—building new “startup countries” at sea. He served on the board of directors of the Seasteading Institute until March 2024.

In 2009, O’Neill told an audience at a Seasteading Institute conference that “the healthiest societies in 2030 will most likely be on the sea.” When asked if he still thinks that’s the case, he said: “It’s not quite 2030, so I think it’s too soon to say … What I would say now is: the healthiest societies are likely to be the ones that encourage innovation the most.”

We might expect more nutrition advice

When it comes to his own personal ambitions for longevity, O’Neill said, he takes a simple approach that involves minimizing sugar and ultraprocessed food, exercising and sleeping well, and supplementing with vitamin D. He also said he tries to “eat a diet that has plenty of protein and saturated fat,” echoing the new dietary guidance issued by the US Departments of Health and Human Services and Agriculture. That guidance has been criticized by nutrition scientists, who point out that it ignores decades of research into the harms of a diet high in saturated fat.

We can expect to see more nutrition-related updates from HHS, said O’Neill: “We’re doing more research, more randomized controlled trials on nutrition. Nutrition is still not a scientifically solved problem.” Saturated fats are of particular interest, he said. He and his colleagues want to identify “the healthiest fats,” he said. 

“Stay tuned.”

The myth of the high-tech heist

Making a movie is a lot like pulling off a heist. That’s what Steven Soderbergh—director of the Ocean’s franchise, among other heist-y classics—said a few years ago. You come up with a creative angle, put together a team of specialists, figure out how to beat the technological challenges, rehearse, move with Swiss-watch precision, and—if you do it right—redistribute some wealth. That could describe either the plot or the making of Ocean’s Eleven.

But conversely, pulling off a heist isn’t much like the movies. Surveillance cameras, computer-controlled alarms, knockout gas, and lasers hardly ever feature in big-ticket crime. In reality, technical countermeasures are rarely a problem, and high-tech gadgets are rarely a solution. The main barrier to entry is usually a literal barrier to entry, like a door. Thieves’ most common move is to collude with, trick, or threaten an insider. Last year a heist cost the Louvre €88 million worth of antique jewelry, and the most sophisticated technology in play was an angle grinder.

The low-tech Louvre maneuvers were in keeping with what heist research long ago concluded. In 2014 US nuclear weapons researchers at Sandia National Laboratories took a detour into this demimonde, producing a 100-page report called “The Perfect Heist: Recipes from Around the World.” The scientists were worried someone might try to steal a nuke from the US arsenal, and so they compiled information on 23 high-value robberies from 1972 to 2012 into a “Heist Methods and Characteristics Database,” a critical mass of knowledge on what worked. Thieves, they found, dedicated huge amounts of money and time to planning and practice runs—sometimes more than 100. They’d use brute force, tunneling through sewers for months (Société Générale bank heist, Nice, France, 1976), or guile, donning police costumes to fool guards (Gardner Museum, Boston, 1990). But nobody was using, say, electromagnetic pulse generators to shut down the Las Vegas electrical grid. The most successful robbers got to the valuable stuff unseen and got out fast.

rench police officers stand next to a ladder used by robbers to enter the Louvre Museum
Last year a heist cost the Louvre €88 million worth of antique jewelry, and the most sophisticated technology in play was an angle grinder.
DIMITAR DILKOFF / AFP VIA GETTY IMAGES

Advance the time frame, and the situation looks much the same. Last year, Spanish researchers looking at art crimes from 1990 to 2022 found that the least technical methods are still the most successful. “High-tech technology doesn’t work so well,” says Erin L. Thompson, an art historian at John Jay College of Justice who studies art crime. Speed and practice trump complicated systems and alarms; even that Louvre robbery was, at heart, just a minutes-long smash-and-grab.

An emphasis on speed doesn’t mean heists don’t require skill—panache, even. As the old saying goes, amateurs talk strategy; professionals study logistics. Even without gadgets, heists and heist movies still revel in an engineer’s mindset. “Heist movies absolutely celebrate deep-dive nerdery—‘I’m going to know everything I can about the power grid, about this kind of stone and drill, about Chicago at night,’” says Anna Kornbluh, a professor of English at the University of Illinois at Chicago. She published a paper last October on the ways heist movies reflect an Old Hollywood approach to collective art-making, while shows about new grift, like those detailing the rise and fall of WeWork or the con artist Anna Delvey, reflect the more lone-wolf, disrupt-and-grow mindset of the streaming era. 

Her work might help explain why law-abiding citizens might cheer for the kinds of guys who’d steal a crown from the Louvre, or $100,000 worth of escargot from a farm in Champagne (as happened just a few weeks later). Heists, says Kornbluh, are anti-oligarch praxis. “Everybody wants to know how to be in a competent collective. Everybody wants there to be better logistics,” she says. “We need a better state. We need a better society. We need a better world.” Those are shared values—and as another old saying tells us, where there is value, there is crime.

The Download: an exclusive chat with Jim O’Neill, and the surprising truth about heists

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.

US deputy health secretary: Vaccine guidelines are still subject to change

Over the past year, Jim O’Neill has become one of the most powerful people in public health. As the US deputy health secretary, he holds two roles at the top of the country’s federal health and science agencies. He oversees a department with a budget of over a trillion dollars. And he signed the decision memorandum on the US’s deeply controversial new vaccine schedule.

He’s also a longevity enthusiast. In an exclusive interview with MIT Technology Review earlier this month, O’Neill described his plans to increase human healthspan through longevity-focused research supported by ARPA-H, a federal agency dedicated to biomedical breakthroughs. Fellow longevity enthusiasts said they hope he will bring attention and funding to their cause.

At the same time, O’Neill defended reducing the number of broadly recommended childhood vaccines, a move that has been widely criticized by experts in medicine and public health. Read the full story.

—Jessica Hamzelou

The myth of the high-tech heist

Making a movie is a lot like pulling off a heist. That’s what Steven Soderbergh—director of the Ocean’s franchise, among other heist-y classics—said a few years ago. You come up with a creative angle, put together a team of specialists, figure out how to beat the technological challenges, rehearse, move with Swiss-watch precision, and—if you do it right—redistribute some wealth.

But conversely, pulling off a heist isn’t much like the movies. Surveillance cameras, computer-controlled alarms, knockout gas, and lasers hardly ever feature in big-ticket crime. In reality, technical countermeasures are rarely a problem, and high-tech gadgets are rarely a solution. Read the full story.

—Adam Rogers

This story is from the next print issue of MIT Technology Review magazine, which is all about crime. If you haven’t already, subscribe now to receive future issues once they land.

 RFK Jr. follows a carnivore diet. That doesn’t mean you should.

Americans have a new set of diet guidelines. Robert F. Kennedy Jr. has taken an old-fashioned food pyramid, turned it upside down, and plonked a steak and a stick of butter in prime positions.

Kennedy and his Make America Healthy Again mates have long been extolling the virtues of meat and whole-fat dairy, so it wasn’t too surprising to see those foods recommended alongside vegetables and whole grains (despite the well-established fact that too much saturated fat can be extremely bad for you).

Some influencers have taken the meat trend to extremes, following a “carnivore diet.” A recent review of research into nutrition misinformation on social media found that a lot of shared diet information is nonsense. But what’s new is that some of this misinformation comes from the people who now lead America’s federal health agencies. Read the full story.

—Jessica Hamzelou

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

The must-reads

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

1 The Trump administration has revoked a landmark climate ruling
In its absence, it can erase the limits that restrict planet-warming emissions. (WP $)
+ Environmentalists and Democrats have vowed to fight the reversal. (Politico)
+ They’re seriously worried about how it will affect public health. (The Hill)

2 An unexplained wave of bot traffic is sweeping the web
Sites across the world are witnessing automated traffic that appears to originate from China. (Wired $)

3 Amazon’s Ring has axed its partnership with Flock
Law enforcement will no longer be able to request Ring doorbell footage from its users. (The Verge)
+ Ring’s recent TV ad for a dog-finding feature riled viewers. (WSJ $)
+ How Amazon Ring uses domestic violence to market doorbell cameras. (MIT Technology Review)

4 Americans are taking the hit for almost all of Trump’s tariffs
Consumers and companies in the US, not overseas, are shouldering 90% of levies. (Reuters)
+ Trump has long insisted that his tariffs costs will be borne by foreign exporters. (FT $)
+ Sweeping tariffs could threaten the US manufacturing rebound. (MIT Technology Review)

5 Meta and Snap say Australia’s social media ban hasn’t affected business
They’re still making plenty of money amid the country’s decision to ban under-16s from the platforms. (Bloomberg $)
+ Does preventing teens from going online actually do any good? (Economist $)

6 AI workers are selling their shares before their firms go public
Cashing out early used to be a major Silicon Valley taboo. (WSJ $)

7 Elon Musk posted about race almost every day last month
His fixation on a white racial majority appears to be intensifying. (The Guardian)
+ Race is a recurring theme in the Epstein emails, too. (The Atlantic $)

8 The man behind a viral warning about AI used AI to write it
But he stands behind its content.. (NY Mag $)
+ How AI-generated text is poisoning the internet. (MIT Technology Review)

9 Influencers are embracing Chinese traditions ahead of the New Year 🧧
On the internet, no one knows you’re actually from Wisconsin. (NYT $)

10 Australia’s farmers are using AI to count sheep 🐑
No word on whether it’s helping them sleep easier, though. (FT $)

Quote of the day

“Ignoring warning signs will not stop the storm. It puts more Americans directly in its path.”

—Former US secretary of state John Kerry takes aim at the US government’s decision to repeal the key rule that allows it to regulate climate-heating pollution, the Guardian reports.

One more thing

The Vera C. Rubin Observatory is ready to transform our understanding of the cosmos

High atop Chile’s 2,700-meter Cerro Pachón, the air is clear and dry, leaving few clouds to block the beautiful view of the stars. It’s here that the Vera C. Rubin Observatory will soon use a car-size 3,200-megapixel digital camera—the largest ever built—to produce a new map of the entire night sky every three days.

Findings from the observatory will help tease apart fundamental mysteries like the nature of dark matter and dark energy, two phenomena that have not been directly observed but affect how objects are bound together—and pushed apart.

A quarter-­century in the making, the observatory is poised to expand our understanding of just about every corner of the universe. Read the full story.

—Adam Mann

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 or skeet ’em at me.)

+ Why 2026 is shaping up to be the year of the pop comeback.
+ Almost everything we thought we knew about Central America’s Maya has turned out to be completely wrong.
+ The Bigfoot hunters have spoken!
+ This fun game puts you in the shoes of a distracted man trying to participate in a date while playing on a GameBoy.

ALS stole this musician’s voice. AI let him sing again.

There are tears in the audience as Patrick Darling’s song begins to play. It’s a heartfelt song written for his great-grandfather, whom he never got the chance to meet. But this performance is emotional for another reason: It’s Darling’s first time on stage with his bandmates since he lost the ability to sing two years ago.

The 32-year-old musician was diagnosed with amyotrophic lateral sclerosis (ALS) when he was 29 years old. Like other types of motor neuron disease (MND), it affects nerves that supply the body’s muscles. People with ALS eventually lose the ability to control their muscles, including those that allow them to move, speak, and breathe.

Darling’s last stage performance was over two years ago. By that point, he had already lost the ability to stand and play his instruments and was struggling to sing or speak. But recently, he was able to re-create his lost voice using an AI tool trained on snippets of old audio recordings. Another AI tool has enabled him to use this “voice clone” to compose new songs. Darling is able to make music again.

“Sadly, I have lost the ability to sing and play my instruments,” Darling said on stage at the event, which took place in London on Wednesday, using his voice clone. “Despite this, most of my time these days is spent still continuing to compose and produce my music. Doing so feels more important than ever to me now.”

Losing a voice

Darling says he’s been a musician and a composer since he was around 14 years old. “I learned to play bass guitar, acoustic guitar, piano, melodica, mandolin, and tenor banjo,” he said at the event. “My biggest love, though, was singing.”

He met bandmate Nick Cocking over 10 years ago, while he was still a university student, says Cocking. Darling joined Cocking’s Irish folk outfit, the Ceili House Band, shortly afterwards, and their first gig together was in April 2014. Darling, who joined the band as a singer and guitarist, “elevated the musicianship of the band,” says Cocking.

The four bandmates pose with their instruments.
Patrick Darling (second from left) with his former bandmates, including Nick Cocking (far right).
COURTESY OF NICK COCKING

But a few years ago, Cocking and his other bandmates started noticing changes in Darling. He became clumsy, says Cocking. He recalls one night when the band had to walk across the city of Cardiff in the rain: “He just kept slipping and falling, tripping on paving slabs and things like that.” 

He didn’t think too much of it at the time, but Darling’s symptoms continued to worsen. The disease affected his legs first, and in August 2023, he started needing to sit during performances. Then he started to lose the use of his hands. “Eventually he couldn’t play the guitar or the banjo anymore,” says Cocking.

By April 2024, Darling was struggling to talk and breathe at the same time, says Cocking. For that performance, the band carried Darling on stage. “He called me the day after and said he couldn’t do it anymore,” Cocking says, his voice breaking. “By June 2024, it was done.” It was the last time the band played together.

Re-creating a voice

Darling was put in touch with a speech therapist, who raised the possibility of “banking” his voice. People who are losing the ability to speak can opt to record themselves speaking and use those recordings to create speech sounds that can then be activated with typed text, whether by hand or perhaps using a device controlled by eye movements.

Some users have found these tools to be robotic sounding. But Darling had another issue. “By that stage, my voice had already changed,” he said at the event. “It felt like we were saving the wrong voice.”

Then another speech therapist introduced him to a different technology. Richard Cave is a speech and language therapist and a researcher at University College London. He is also a consultant for ElevenLabs, an AI company that develops agents and audio, speech, video, and music tools. One of these tools can create “voice clones”—realistic mimics of real voices that can be generated from minutes, or even seconds, of a person’s recorded voice.

Last year, ElevenLabs launched an impact program with a promise to provide free licenses to these tools for people who have lost their voices to ALS or other diseases, like head and neck cancer or stroke. 

The tool is already helping some of those users. “We’re not really improving how quickly they’re able to communicate, or all of the difficulties that individuals with MND are going through physically, with eating and breathing,” says Gabi Leibowitz, a speech therapist who leads the program. “But what we are doing is giving them a way … to create again, to thrive.” Users are able to stay in their jobs longer and “continue to do the things that make them feel like human beings,” she says.

Cave worked with Darling to use the tool to re-create his lost speaking voice from older recordings.

“The first time I heard the voice, I thought it was amazing,” Darling said at the event, using the voice clone. “It sounded exactly like I had before, and you literally wouldn’t be able to tell the difference,” he said. “I will not say what the first word I made my new voice say, but I can tell you that it began with ‘f’ and ended in ‘k.’”

Patrick and bandmates with their instruments prior to his MND diagnosis

COURTESY OF PATRICK DARLING

Re-creating his singing voice wasn’t as easy. The tool typically requires around 10 minutes of clear audio to generate a clone. “I had no high-quality recordings of myself singing,” Darling said. “We had to use audio from videos on people’s phones, shot in noisy pubs, and a couple of recordings of me singing in my kitchen.” Still, those snippets were enough to create a “synthetic version of [Darling’s] singing voice,” says Cave.

In the recordings, Darling sounded a little raspy and “was a bit off” on some of the notes, says Cave. The voice clone has the same qualities. It doesn’t sound perfect, Cave says—it sounds human.

“The ElevenLabs voice that we’ve created is wonderful,” Darling said at the event. “It definitely sounds like me—[it] just kind of feels like a different version of me.”

ElevenLabs has also developed an AI music generator called Eleven Music. The tool allows users to compose tracks, using text prompts to choose the musical style. Several well-known artists have also partnered with the company to license AI clones of their voices, including the actor Michael Caine, whose voice clone is being used to narrate an upcoming ElevenLabs documentary. Last month, the company released an album of 11 tracks created using the tool. “The Liza Minnelli track is really a banger,” says Cave.

Eleven Music can generate a song in a minute, but Darling and Cave spent around six weeks fine-tuning Darling’s song. Using text prompts, any user can “create music and add lyrics in any style [they like],” says Cave. Darling likes Irish folk, but Cave has also worked with a man in Colombia who is creating Colombian folk music. (The ElevenLabs tool is currently available in 74 languages.)

Back on stage

Last month, Cocking got a call from Cave, who sent him Darling’s completed track. “I heard the first two or three words he sang, and I had to turn it off,” he says. “I was just in bits, in tears. It took me a good half a dozen times to make it to the end of the track.”

Darling and Cave were making plans to perform the track live at the ElevenLabs summit in London on Wednesday, February 11. So Cocking and bandmate Hari Ma each arranged accompanying parts to play on the mandolin and fiddle. They had a couple of weeks to rehearse before they joined Darling on stage, two years after their last performance together.

“I wheeled him out on stage, and neither of us could believe it was happening,” says Cave. “He was thrilled.” The song was played as Darling remained on stage, and Cocking and Ma played their instruments live.

Cocking and Cave say Darling plans to continue to use the tools to make music. Cocking says he hopes to perform with Darling again but acknowledges that, given the nature of ALS, it is difficult to make long-term plans.

“It’s so bittersweet,” says Cocking. “But getting up on stage and seeing Patrick there filled me with absolute joy. I know Patrick really enjoyed it as well. We’ve been talking about it … He was really, really proud.”

ELEVENLABS/AMPLIFY
Ecomm Cowboy Talks AI and Underdogs

Chris Hall is an ecommerce entrepreneur turned media operator. His new “Ecomm Cowboy” show broadcasts live Monday through Friday on X and YouTube. The mission, he says, is twofold: deliver daily news to sellers and offer companionship to those working alone.

Chris first appeared on the podcast in 2023 as the marketing head of a D2C brand. In this our latest conversation, he addresses his goals for Ecomm Cowboy, production challenges, and, yes, the power of AI tools for one-person brands.

Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Who are you and what do you do?

Chris Hall: I’m the founder of Ecomm Cowboy, a startup media company broadcasting live Monday through Friday on X and YouTube. We talk about the current and future state of ecommerce so operators can survive and thrive. I launched the show about a month ago.

I stumbled into ecommerce in 2014. I created one of the first subscription coffee brands on the internet.

After that, I worked for a marketing agency and then with Bruce Bolt, the D2C athletic glove company.

Bandholz: What are your goals for Ecomm Cowboy?

Hall: I’ve contemplated the concept for years, with two missions.

First, ecommerce owners are on the bleeding edge of the ever-changing internet. We cover the top news stories, retail developments, direct-to-consumer topics, artificial intelligence — anything related to selling online.

Second, working from a laptop at home is common in the ecommerce industry, but it’s intensely lonely. For many, it’s a dreadful experience. So I hope Ecomm Cowboy is also a place where people can have a companion of sorts and interact.

Bandholz: A daily show with guests is a lot of work.

Hall: Yes, it is. We usually have one guest, but sometimes it’s two. Each show runs an hour. I hope to extend it eventually to two hours.

I prepare for three to four hours each day, covering everything that’s happened, who’s appearing, and what to discuss. Plus events occur in real time that alter the plan.

After each show,  there’s editing, cutting, and posting to make the most of the content. So it’s a lot of energy and time, but I love it.

I thrive on the pressure. There’s much to do every day before noon Central time, when the show goes live.

It brings me back to my time playing football at the University of Texas, where every practice I had to be ready to battle,  mentally and physically. A part of me still welcomes the challenge. I wake up excited every day because of it.

Bandholz: What’s the state of ecommerce?

Hall: AI tools are jaw-dropping. Six months ago, we were laughing at them, but no more. AI can now perform tasks such as ad creation, empowering what I call a one-person brand.

Sean Frank of Ridge, the wallet maker, calls it Ecommerce 4.0. It’s an opportunity for underdogs. One person, harnessing today’s tools, can do what took an entire team five years ago.

A good example is Kive, an AI tool that generates product specs directly within the image. A recent guest, Bart Szaniewski from Dad Gang, a D2C hat seller, described the tool. He uses the images on his Instagram feed.

Bandholz: If you can’t communicate in today’s world, you will be left behind.

Hall: That’s fair. The most adept operators are communicating (in ways I have yet to take advantage of) using AI tools that produce a voice, a video, a copywriting style.

I see two routes going forward. There’s the anti-AI bet. The best way to be anti-AI and build trust is to be live and in person. Be an actual human who’s making mistakes and producing something good enough that people will come back.

The second route is to stay at the forefront of AI technology and become expert on the tools and methods. If you can win visitors in a way that doesn’t deceive them, there’s a way to enrich yourself.

On a recent show, we touched on an app called DramaBox. It produces AI-generated TikTok-style mini dramas. Each episode is literally one minute long. I’m told the business is booming from selling access to the shows. Viewers download the app, pay, and then consume the content.

To me, it’s horrible for humanity, although I use an AI-powered video maker from ByteDance called Seedance 2.0. A number of popular videos use Seedance, such as Ethan Hunt from Mission Impossible.

Many observers say Hollywood is obsolete, a step behind. I don’t know about that. But what I do know is that the capabilities are better than ever.

And now it’s up to us. How can we use the tools to improve what we talk about or solve a problem for them?

Bandholz: Where can listeners watch your show, follow you, or get in touch?

Hall: The show “Ecomm Cowboy” on X and YouTube. I’m also on X or LinkedIn.