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.

Google AI Shows A Site Is Offline Due To JS Content Delivery via @sejournal, @martinibuster

Google’s John Mueller offered a simple solution to a Redditor who blamed Google’s “AI” for a note in the SERPs saying that the website was down since early 2026.

The Redditor didn’t create a post on Reddit, they just linked to their blog post that blamed Google and AI. This enabled Mueller to go straight to the site, identify the cause as having to do with JavaScript implementation, and then set them straight that it wasn’t Google’s fault.

Redditor Blames Google’s AI

The blog post by the Redditor blames Google, headlining the article with a computer science buzzword salad that over-complicates and (unknowingly) misstates the actual problem.

The article title is:

“Google Might Think Your Website Is Down
How Cross-page AI aggregation can introduce new liability vectors.”

That part about “cross-page AI aggregation” and “liability vectors” is eyebrow raising because none of those terms are established terms of art in computer science.

The “cross-page” thing is likely a reference to Google’s Query Fan-Out, where a question on Google’s AI Mode is turned into multiple queries that are then sent to Google’s Classic Search.

Regarding “liability vectors,” a vector is a real thing that’s discussed in SEO and is a part of Natural Language Processing (NLP). But “Liability Vector” is not a part of it.

The Redditor’s blog post admits that they don’t know if Google is able to detect if a site is down or not:

“I’m not aware of Google having any special capability to detect whether websites are up or down. And even if my internal service went down, Google wouldn’t be able to detect that since it’s behind a login wall.”

And they appear to maybe not be aware of how RAG or Query Fan-Out works, or maybe how Google’s AI systems work. The author seems to regard it as a discovery that Google is referencing fresh information instead of Parametric Knowledge (information in the LLM that was gained from training).

They write that Google’s AI answer says that the website indicated the site was offline since 2026.:

“…the phrasing says the website indicated rather than people indicated; though in the age of LLMs uncertainty, that distinction might not mean much anymore.

…it clearly mentions the timeframe as early 2026. Since the website didn’t exist before mid-2025, this actually suggests Google has relatively fresh information; although again, LLMs!”

A little later in the blog post the Redditor admits that they don’t know why Google is saying that the website is offline.

They explained that they implemented a shot in the dark solution by removing a pop-up. They were incorrectly guessing that it was the pop-up that was causing the issue and this highlights the importance of being certain of what’s causing issues before making changes in the hope that this will fix them.

The Redditor shared they didn’t know how Google summarizes information about a site in response to a query about the site, and expressed their concern that they believe it’s possible that Google can scrape irrelevant information then show it as an answer.

They write:

“…we don’t know how exactly Google assembles the mix of pages it uses to generate LLM responses.

This is problematic because anything on your web pages might now influence unrelated answers.

…Google’s AI might grab any of this and present it as the answer.”

I don’t fault the author for not knowing how Google AI search works, I’m fairly certain it’s not widely known. It’s easy to get the impression that it’s an AI answering questions.

But what’s basically going on is that AI search is based on Classic Search, with AI synthesizing the content it finds online into a natural language answer. It’s like asking someone a question, they Google it, then they explain the answer from what they learned from reading the website pages.

Google’s John Mueller Explains What’s Going On

Mueller responded to the person’s Reddit post in a neutral and polite manner, showing why the fault lies in the Redditor’s implementation.

Mueller explained:

“Is that your site? I’d recommend not using JS to change text on your page from “not available” to “available” and instead to just load that whole chunk from JS. That way, if a client doesn’t run your JS, it won’t get misleading information.

This is similar to how Google doesn’t recommend using JS to change a robots meta tag from “noindex” to “please consider my fine work of html markup for inclusion” (there is no “index” robots meta tag, so you can be creative).”

Mueller’s response explains that the site is relying on JavaScript to replace placeholder text that is served briefly before the page loads, which only works for visitors whose browsers actually run that script.

What happened here is that Google read that placeholder text that the web page showed as the indexed content. Google saw the original served content with the “not available” message and treated it as the content.

Mueller explained that the safer approach is to have the correct information present in the page’s base HTML from the start, so that both users and search engines receive the same content.

Takeaways

There are multiple takeaways here that go beyond the technical issue underlying the Redditor’s problem. Top of the list is how they tried to guess their way to an answer.

They really didn’t know how Google AI search works, which introduced a series of assumptions that complicated their ability to diagnose the issue. Then they implemented a “fix” based on guessing what they thought was probably causing the issue.

Guessing is an approach to SEO problems that’s justified on Google being opaque but sometimes it’s not about Google, it’s about a knowledge gap in SEO itself and a signal that further testing and diagnosis is necessary.

Featured Image by Shutterstock/Kues

Google’s Search Relations Team Debates If You Still Need A Website via @sejournal, @MattGSouthern

Google’s Search Relations team was asked directly whether you still need a website in 2026. They didn’t give a one-size-fits-all answer.

The conversation stayed focused on trade-offs between owning a website and relying on platforms such as social networks or app stores.

In a new episode of the Search Off the Record podcast, Gary Illyes and Martin Splitt spent about 28 minutes exploring the question and repeatedly landed on the same conclusion: it depends.

What Was Said

Illyes and Splitt acknowledged that websites still offer distinct advantages, including data sovereignty, control over monetization, the ability to host services such as calculators or tools, and freedom from platform content moderation.

Both Googlers also emphasized situations where a website may not be necessary.

Illyes referenced a Google user study conducted in Indonesia around 2015-2016 where businesses ran entirely on social networks with no websites. He described their results as having “incredible sales, incredible user journeys and retention.”

Illyes also described mobile games that, in his telling, became multi-million-dollar and in some cases “billion-dollar” businesses without a meaningful website beyond legal pages.

Illyes offered a personal example:

“I know that I have a few community groups in WhatsApp for instance because that’s where the people I want to reach are and I can reach them reliably through there. I could set up a website but I never even considered because why? To do what?”

Splitt addressed trust and presentation, saying:

“I’d rather have a nicely curated social media presence that exudes trustworthiness than a website that is not well done.”

When pressed for a definitive answer, Illyes offered the closest thing to a position, saying that if you want to make information or services available to as many people as possible, a website is probably still the way to go in 2026. But he framed it as a personal opinion, not a recommendation.

Why This Matters

Google Search is built around crawling and indexing web content, but the hosts still frame “needing a website” as a business decision that depends on your goals and audience.

Neither made a case that websites are essential for every business in 2026. Neither argued that the open web offers something irreplaceable. The strongest endorsement was that websites provide a low barrier of entry for sharing information and that the web “isn’t dead.”

This is consistent with the fragmented discovery landscape that SEJ has been covering, where user journeys now span AI chatbots, social feeds, and community platforms alongside traditional search.

Looking Ahead

The Search Off the Record podcast has historically offered behind-the-scenes perspectives from the Search Relations team that sometimes run ahead of official positions.

This episode didn’t introduce new policy or guidance. But the Search Relations team’s willingness to validate social-only business models and app-only distribution reflects how the role of websites is changing in a multi-platform discovery environment.

The question is worth sitting with. If the Search Relations team frames website ownership as situational rather than essential, the value proposition rests on the specific use case, not on the assumption that every business needs one.


Featured Image: Diki Prayogo/Shutterstock

Bing AI Citation Tracking, Hidden HTTP Homepages & Pages Fall Under Crawl Limit – SEO Pulse via @sejournal, @MattGSouthern

Welcome to the week’s Pulse for SEO: updates cover how you track AI visibility, how a ghost page can break your site name in search results, and what new crawl data reveals about Googlebot’s file size limits.

Here’s what matters for you and your work.

Bing Webmaster Tools Adds AI Citation Dashboard

Microsoft introduced an AI Performance dashboard in Bing Webmaster Tools, giving publishers visibility into how often their content gets cited in Copilot and AI-generated answers. The feature is now in public preview.

Key Facts: The dashboard tracks total citations, average cited pages per day, page-level citation activity, and grounding queries. Grounding queries show the phrases AI used when retrieving your content for answers.

Why This Matters

Bing is now offering a dedicated dashboard for AI citation visibility. Google includes AI Overviews and AI Mode activity in Search Console’s overall Performance reporting, but it doesn’t break out a separate report or provide citation-style URL counts. AI Overviews also assign all linked pages to a single position, which limits what you can learn about individual page performance in AI answers.

Bing’s dashboard goes further by tracking which pages get cited, how often, and what phrases triggered the citation. The missing piece is click data. The dashboard shows when your content is cited, but not whether those citations drive traffic.

Now you can confirm which pages are referenced in AI answers and identify patterns in grounding queries, but connecting AI visibility to business outcomes still requires combining this data with your own analytics.

What SEO Professionals Are Saying

Wil Reynolds, founder of Seer Interactive, celebrated the feature on X and focused on the new grounding queries data:

“Bing is now giving you grounding queries in Bing Webmaster tools!! Just confirmed, now I gotta understand what we’re getting from them, what it means and how to use it.”

Koray Tuğberk GÜBÜR, founder of Holistic SEO & Digital, compared it directly to Google’s tooling on X:

“Microsoft Bing Webmaster Tools has always been more useful and efficient than Google Search Console, and once again, they’ve proven their commitment to transparency.”

Fabrice Canel, principal product manager at Microsoft Bing, framed the launch on X as a bridge between traditional and AI-driven optimization:

“Publishers can now see how their content shows up in the AI era. GEO meets SEO, power your strategy with real signals.”

The reaction across social media centered on a shared frustration. This is the data practitioners have been asking for, but it comes from Bing rather than Google. Several people expressed hope that Google and OpenAI would follow with comparable reporting.

Read our full coverage: Bing Webmaster Tools Adds AI Citation Performance Data

Hidden HTTP Homepage Can Break Your Site Name In Google

Google’s John Mueller shared a troubleshooting case on Bluesky where a leftover HTTP homepage was causing unexpected site-name and favicon problems in search results. The issue is easy to miss because Chrome can automatically upgrade HTTP requests to HTTPS, hiding the problematic page from normal browsing.

Key Facts: The site used HTTPS, but a server-default HTTP homepage was still accessible. Chrome’s auto-upgrade meant the publisher never saw the HTTP version, but Googlebot doesn’t follow Chrome’s upgrade behavior, so Googlebot was pulling from the wrong page.

Why This Matters

This is the kind of problem you wouldn’t find in a standard site audit because your browser never shows it. If your site name or favicon in search results doesn’t match what you expect, and your HTTPS homepage looks correct, the HTTP version of your domain is worth checking.

Mueller suggested running curl from the command line to see the raw HTTP response without Chrome’s auto-upgrade. If it returns a server-default page instead of your actual homepage, that’s the source of the problem. You can also use the URL Inspection tool in Search Console with a Live Test to see what Google retrieved and rendered.

Google’s documentation on site names specifically mentions duplicate homepages, including HTTP and HTTPS versions, and recommends using the same structured data for both. Mueller’s case shows what happens when an HTTP version contains content different from the HTTPS homepage you intended.

What People Are Saying

Mueller described the case on Bluesky as “a weird one,” noting that the core problem is invisible in normal browsing:

“Chrome automatically upgrades HTTP to HTTPS so you don’t see the HTTP page. However, Googlebot sees and uses it to influence the sitename & favicon selection.”

The case highlights a pattern where browser features often hide what crawlers see. Examples include Chrome’s auto-upgrade, reader modes, client-side rendering, and JavaScript content. To debug site name and favicon issues, check the server response directly, not just browser loadings.

Read our full coverage: Hidden HTTP Page Can Cause Site Name Problems In Google

New Data Shows Most Pages Fit Well Within Googlebot’s Crawl Limit

New research based on real-world webpages suggests most pages sit well below Googlebot’s 2 MB fetch cutoff. The data, analyzed by Search Engine Journal’s Roger Montti, draws on HTTP Archive measurements to put the crawl limit question into practical context.

Key Facts: HTTP Archive data suggests most pages are well below 2 MB. Google recently clarified in updated documentation that Googlebot’s limit for supported file types is 2 MB, while PDFs get a 64 MB limit.

Why This Matters

The crawl limit question has been circulating in technical SEO discussions, particularly after Google updated its Googlebot documentation earlier this month.

The new data answers the practical question that documentation alone couldn’t. Does the 2 MB limit matter for your pages? For most sites, the answer is no. Standard webpages, even content-heavy ones, rarely approach that threshold.

Where the limit could matter is on pages with extremely bloated markup, inline scripts, or embedded data that inflates HTML size beyond typical ranges.

The broader pattern here is Google making its crawling systems more transparent. Moving documentation to a standalone crawling site, clarifying which limits apply to which crawlers, and now having real-world data to validate those limits gives a clearer picture of what Googlebot handles.

What Technical SEO Professionals Are Saying

Dave Smart, technical SEO consultant at Tame the Bots and a Google Search Central Diamond Product Expert, put the numbers in perspective in a LinkedIn post:

“Googlebot will only fetch the first 2 MB of the initial html (or other resource like CSS, JavaScript), which seems like a huge reduction from 15 MB previously reported, but honestly 2 MB is still huge.”

Smart followed up by updating his Tame the Bots fetch and render tool to simulate the cutoff. In a Bluesky post, he added a caveat about the practical risk:

“At the risk of overselling how much of a real world issue this is (it really isn’t for 99.99% of sites I’d imagine), I added functionality to cap text based files to 2 MB to simulate this.”

Google’s John Mueller endorsed the tool on Bluesky, writing:

“If you’re curious about the 2MB Googlebot HTML fetch limit, here’s a way to check.”

Mueller also shared Web Almanac data on Reddit to put the limit in context:

“The median on mobile is at 33kb, the 90-percentile is at 151kb. This means 90% of the pages out there have less than 151kb HTML.”

Roger Montti, writing for Search Engine Journal, reached a similar conclusion after reviewing the HTTP Archive data. Montti noted that the data based on real websites shows most sites are well under the limit, and called it “safe to say it’s okay to scratch off HTML size from the list of SEO things to worry about.”

Read our full coverage: New Data Shows Googlebot’s 2 MB Crawl Limit Is Enough

Theme Of The Week: The Diagnostic Gap

Each story this week points to something practitioners couldn’t see before, or checked the wrong way.

Bing’s AI citation dashboard fills a measurement gap that has existed since AI answers started citing website content. Mueller’s HTTP homepage case reveals an invisible page that standard site audits and browser checks would miss entirely because Chrome hides it. And the Googlebot crawl limit data answers a question that documentation updates raised, but couldn’t resolve on their own.

The connecting thread isn’t that these are new problems. AI citations have been happening without measurement tools. Ghost HTTP pages have been confusing site name systems since Google introduced the feature. And crawl limits have been listed in Google’s docs for years without real-world validation. What changed this week is that each gap got a concrete diagnostic: a dashboard, a curl command, and a dataset.

The takeaway is that the tools and data for understanding how search engines interact with your content are getting more specific. The challenge is knowing where to look.

More Resources:


Featured Image: Accogliente Design/Shutterstock

Cloudflare’s New Markdown for AI Bots: What You Need To Know via @sejournal, @MattGSouthern

Cloudflare launched a feature that converts HTML pages to markdown when AI systems request it. Sites on its network can now serve lighter content to bots without building separate pages.

The feature, called Markdown for Agents, works through HTTP content negotiation. An AI crawler sends a request with Accept: text/markdown in the header. Cloudflare intercepts it, fetches the original HTML from the origin server, converts it to markdown, and delivers the result.

The launch arrives days after Google’s John Mueller called the idea of serving markdown to AI bots “a stupid idea” and questioned whether bots can even parse markdown links properly.

What’s New

Cloudflare described the feature as treating AI agents as “first-class citizens” alongside human visitors. The company used its own blog post as an example. The HTML version consumed 16,180 tokens while the markdown conversion used 3,150 tokens.

“Feeding raw HTML to an AI is like paying by the word to read packaging instead of the letter inside,” the company wrote.

The conversion happens at Cloudflare’s edge network, not at the origin server. Websites enable it per zone through the dashboard, and it’s available in beta at no additional cost for Pro, Business, and Enterprise plan customers, plus SSL for SaaS customers.

Cloudflare noted that some AI coding tools already send the Accept: text/markdown header. The company named Claude Code and OpenCode as examples.

Each converted response includes an x-markdown-tokens header that estimates the token count of the markdown version. Developers can use this to manage context windows or plan chunking strategies.

Content-Signal Defaults

Converted responses include a Content-Signal header set to ai-train=yes, search=yes, ai-input=yes by default, signaling the content can be used for AI training, search use, and AI input (including agentic use). Whether a given bot honors those signals depends on the bot operator. Cloudflare said the feature will offer custom Content-Signal policies in the future.

The Content Signals framework, which Cloudflare announced during Birthday Week 2025, lets site owners set preferences for how their content gets used. Enabling markdown conversion also applies a default usage signal, not just a format change.

How This Differs From What Mueller Criticized

Mueller was criticizing a different practice. Some site owners build separate markdown pages and serve them to AI user agents through middleware. Mueller raised concerns about cloaking and broken linking, and questioned whether bots could even parse markdown properly.

Cloudflare’s feature uses a different mechanism. Instead of detecting user agents and serving alternate pages, it relies on content negotiation. The same URL serves different representations based on what the client requests in the header.

Mueller’s comments addressed user-agent-based serving, not content negotiation. In a Reddit thread about Cloudflare’s feature, Mueller responded with the same position. He wrote, “Why make things even more complicated (parallel version just for bots) rather than spending a bit of time improving the site for everyone?”

Google defines cloaking as showing different content to users and search engines with the intent to manipulate rankings and mislead users. The cloaking concern may apply differently here. With user-agent sniffing, the server decides what to show based on who’s asking. With content negotiation, the client requests a format and the server responds. The content is the same information in a different format, not different content for different visitors.

The practical result is still similar from a crawler’s perspective. Googlebot requesting standard HTML would see a full webpage. An AI agent requesting markdown would see a stripped-down text version of the same page.

New Radar Tracking

Cloudflare also added content type tracking to Cloudflare Radar for AI bot traffic. The data shows the distribution of content types returned to AI agents and crawlers, broken down by MIME type.

You can filter by individual bot to see what content types specific crawlers receive. Cloudflare showed OAI-SearchBot as an example, displaying the volume of markdown responses served to OpenAI’s search crawler.

The data is available through Cloudflare’s public APIs and Data Explorer.

Why This Matters

If you already run your site through Cloudflare, you can enable markdown conversion with a single toggle instead of building separate markdown pages.

Enabling Markdown for Agents also sets the Content-Signal header to ai-train=yes, search=yes, ai-input=yes by default. Publishers who have been careful about AI access to their content should review those defaults before toggling the feature on.

Looking Ahead

Cloudflare said it plans to add custom Content-Signal policy options to Markdown for Agents in the future.

Mueller’s criticism focused on separate markdown pages, not on standard content negotiation. Google hasn’t addressed whether serving markdown through content negotiation falls under its cloaking guidelines.

The feature is opt-in and limited to paid Cloudflare plans. Review the Content-Signal defaults before enabling it.

Shopping Ads Testing In AI Mode, Microsoft’s AI Search Guide & Keyword Strategy Shift – PPC Pulse via @sejournal, @brookeosmundson

Welcome to this week’s PPC Pulse: updates all revolve around how AI is being woven directly into search monetization and campaign structure.

Google is testing Shopping ads inside AI Mode conversations. Microsoft published a practical guide on how AI search surfaces brands. The Google Ads Decoded podcast made it clear that keywords are no longer the strategic starting point for campaign structure.

Here’s what happened this week and why it matters for advertisers.

Google Testing Shopping Ads Inside AI Mode

In a blog post from Google this week, Vidhya Srinivasan, vice president/general manager of Ads & Commerce at Google, confirmed they’re testing a new ad format in AI Mode.

Specifically, it’s a Shopping ad format that recommends products based on a user’s query within AI Mode.

In addition to this announcement, Google also said it’s testing similar formats in other verticals beyond retail, such as the travel category.

What may be the most interesting part of the announcement was the framing of ads. Srinivasan stated:

“We aren’t just bringing ads to AI experiences in Search; we are reinventing what an ad is.”

This could signal a shift in the existing ad formats in Google Ads or the possibility of adding in new formats down the road.

Why This Matters For Advertisers

This feels less like a “new placement” and more about how Search monetization is changing.

In AI Mode, the user journey is compressed. People are not scanning a page of results in the same way. They’re asking, refining, comparing, and making decisions inside a conversation.

That matters because it changes what “being present” looks like. It’s not only about ranking, or even being the first paid result. It’s about being one of the options the AI experience is willing to put in front of someone while they’re comparing.

For Shopping advertisers, this puts more pressure on feed strength. If AI Mode is assembling recommendations based on product attributes, availability, pricing, and retailer options, your data has to be clean enough to compete in that environment.

It also raises a practical question that I think a lot of teams are going to feel quickly. If AI Mode surfaces fewer visible commercial options than a traditional results page, those slots get more competitive. Winning may depend more on eligibility and relevance than on brute force bidding.

What PPC Professionals Are Saying

The initial reaction across PPC LinkedIn has mostly been “this was inevitable,” with people focusing on how this might work operationally.

Thomas Eccel, founder/managing director at AdSea Innovations, shared the announcement and called out that this format will be eligible through existing Shopping and Performance Max setups, which is the part advertisers will care about first. Are you going to need a net-new campaign type, or is this a distribution expansion of what already exists?

In a post shared by Andrew Lolk, founder of SavvyRevenue, comments around how Google is going about monetizing AI Mode vs. other players like ChatGPT and Claude were discussed.

Martin GroBe, head of SEA and Programmatic Display at Suchmeisterei GmbH, stated:

“Google has the advantage of having established AI Mode as a version of Gemini that users perceive as an evolution of Google Search and therefore accept advertising quite naturally. This allows Google to conduct monetization tests in AI Mode without negatively impacting the user experience of ‘Pure Gemini.’ Regarding Pure Gemini, Google can sit back and watch how successful Claude/ChatGPT are with their ad strategies – and then start monetization with the winning strategy.”

A lot of the chatter is less “cool new thing” and more “OK, what’s the eligibility, and what data do we need to tighten up now.” Others were questioning what attribution will look like if these ads are being shown in a discovery-first phase.

Microsoft Releases AI Search Playbook For Marketers

Microsoft Advertising published an updated edition of its AI search playbook, positioned as a practical guide for how AI-powered search and assistants are reshaping discovery.

Microsoft’s angle in this focuses more on being understood, trusted, and surfaced inside of AI-generated answers and less on simply ranking links.

It also directly addresses the overlap and difference between SEO and what it calls generative engine optimization, along with guidance on creating clearer, more structured content that AI systems can interpret confidently.

Why This Matters For Advertisers

On the surface, this looks like an SEO conversation. But paid teams should care for two reasons.

First, Microsoft is putting a flag in the ground that AI-driven discovery is not theoretical. It is treating it as the current operating environment, and it wants marketers to adjust how they show up.

Second, the “structure” theme is the part that connects directly to paid performance. In AI experiences, brands do not get pulled into answers because the copy is clever. They get pulled in because information is clear, consistent, and easy for machines to interpret.

Even if you live in Microsoft Ads or Google Ads all day, this should sound familiar. The industry keeps moving toward fewer manual levers, and more dependence on clean inputs. Content quality, feed quality, and landing page clarity are part of those inputs.

This guide is basically Microsoft saying: if you want visibility in AI discovery, you need to treat your information architecture like performance infrastructure.

What Professionals Are Saying

The response to Microsoft’s playbook has been positive, mostly because it aims to explain the mechanics without turning it into hype.

International SEO Consultant Aleyda Solis, who contributed to the guide (along with other professionals), praised Microsoft for “leading the way” and sharing practical resources for search marketers they can actually use.

Navah Hopkins, Microsoft Ads liaison, also shared the update with her take on why it’s useful for paid media folks, including topics like budget focus, landing page insights, and communication styles.

That theme of “finally, someone wrote this down in plain language” shows up in a lot of the reactions.

“Keywords Are A Means To An End” In Ads Decoded Podcast

In the latest Ads Decoded episode focusing on Search campaign structure, Google made a direct point that will land differently depending on how long you’ve been in this industry.

This week’s guest was Brandon Ervin, director of Product Management for Search Ads at Google. He and the host, Ginny Marvin (Google Ads liaison), discussed multiple topics, including account structure and the role of keywords now.

Ervin stated that the role of keywords in 2026 was that “keywords are a means to an end” and not the end itself, and that advertisers should start with the business goal and go-to-market approach first. Keywords become a thematic layer that supports that strategy.

They also discussed the ongoing shift toward semantic matching, why exact match still has a role for tighter control, and how query matching continues to evolve with frequent backend improvements.

Ginny Marvin also shared the episode on LinkedIn, framing it around modern Search structures and the role of the keyword in today’s environment.

Why This Matters For Advertisers

This topic matters because it is essentially Google validating what many advertisers have had to learn the hard way.
For years, the gold standard was granularity. Tight ad groups. Tight keyword lists. Maximum control.

And to be fair, that approach worked for a long time. I was firmly in that camp. SKAG structures made sense in the era they were built for. Broad match felt like an unnecessary gamble. Campaign consolidation felt like you were asking for wasted spend.

But the reality is the system changed. User behavior changed. And the way Google interprets intent changed.

So when Google says “keywords are a means to an end,” the real message is: stop treating keyword architecture as the strategy. Treat it as one layer of a strategy that starts with business outcomes, messaging, and intent.

It also reframes how people should think about search terms that “don’t look right” at first glance. Sometimes, those queries are noise. Sometimes, they are a discovery behavior that your account can either learn from, or completely miss because you filtered too aggressively.

I don’t think this means everyone should throw structure out the window. But it does mean segmentation should have a job. If two ad groups have the same intent, same landing page, and same creative approach, splitting them may just be creating artificial walls that the system has to work around.

What PPC Professionals Are Saying

The PPC conversation around this topic tends to split into two camps.

One group hears “keywords are a means to an end” and translates it as “Google wants us to have less control.” The other group hears it and says, “finally, this is how the system has been behaving anyway.”

The comments on Ginny Marvin’s post about the episode reflect that interest, especially around modern structure decisions and what still deserves separation in 2026.

Brad Geddes, co-founder of Adalysis, thanked Ervin and Marvin for their candidness, stating:

“I suspected that Google was using conversion data from across the account for bidding and other optimization, but I could never get anyone to confirm this. You finally confirmed it, so now I can confidently say this is true 🙂 TY.”

Alexandr Stambari, performance marketing specialist, showed support for the message overall, but expressed a concern about segmentation. He stated:

“However, there’s one point that concerns me slightly: moving too far away from segmentation can reduce control. In highly competitive niches (e-commerce, B2B lead generation), segmentation by intent, margin, and query type still plays an important role. Full consolidation without deep analytics can average out performance and hide growth opportunities.”

Marvin responded to his comment and reiterated that Ervin makes it clear that “advertisers should use segmentation where it makes sense and ground their analysis and their structure in their business goals.”

It’s also notable that Google is choosing to have this conversation in public, in a format designed for marketers, not engineers. That tells you it expects more advertisers to be wrestling with restructuring decisions this year.

Theme Of The Week: Tightening AI Search Infrastructure

This week’s updates all reinforce the same underlying shift. AI is not adding a new layer to Search. It is exposing whether your existing structure holds up.

Google is testing Shopping ads inside AI Mode, which means product visibility depends on how well your data can compete inside a summarized answer. Microsoft is explaining how brands are surfaced in AI responses, and structured, trustworthy inputs are central to that process. Google is also reminding advertisers that keywords are simply one input. The real foundation is business intent.

When discovery happens inside generated answers and fewer placements carry more weight, structure stops being a preference. It becomes performance leverage.

If your feeds are clean, your content is clear, and your campaigns are aligned to real intent, that leverage works in your favor. If not, AI environments tend to surface the gaps quickly.

More Resources:


Featured Image: beast01/Shutterstock

15 Smarter Interview Questions For Hiring Digital Marketers In 2026 via @sejournal, @brookeosmundson

Hiring a digital marketer is no longer about finding someone who knows a few platforms well.

Most candidates can talk through Google Ads, social media, or analytics tools at a surface level. That is table stakes now. What separates a strong hire from a risky one is how they think when performance shifts, privacy rules change, or the data does not point to an obvious answer.

Marketing leaders today need people who can connect tactics to business outcomes, explain tradeoffs clearly, and adapt without panicking when the playbook changes. That is hard to uncover with generic interview questions.

The goal of this list is simple. These questions are designed to help you understand how a candidate approaches real-world problems, not just how well they have memorized terminology.

In many cases, the “why” behind their answers matters more than the answers themselves.

Here are 15 crucial interview questions to help you hire your next digital marketing teammate.

Tactical Knowledge Questions

The first set of questions focuses on an individual’s tactical knowledge of digital marketing.

1. How Do You Use AI And Automation To Improve Your Campaigns?

AI and automation aren’t just buzzwords anymore. They’re tools shaping how marketers work.

This question uncovers whether the candidate is using these tools for better performance or simply riding the hype wave.

  • What to listen for: Candidates should provide specific examples, such as using AI for bid adjustments in PPC or helping analyze campaign data for better optimizations. Red flags include vague responses or over-reliance on automation without understanding its impact.

2. What’s Your Approach To Building And Refining Audience Segments For Targeted Campaigns?

Audience targeting has become more nuanced, and it’s a skill you can’t skip.

This question dives into their strategy for reaching the right people at the right time.

  • What to listen for: Specific techniques like combining customer relationship management (CRM) data with platform insights or testing lookalike audiences. Be wary of candidates who rely solely on pre-set audience templates without customization.

3. How Do You Decide Which Channels Deserve Budget When Resources Are Limited?

This reveals prioritization, business thinking, and restraint. It also exposes whether the candidate understands incrementality, testing, and opportunity cost.

  • What to listen for: Thoughtful discussion around goals, marginal returns, test budgets, and tradeoffs. A red flag is defaulting to “we should be everywhere” without a rationale.

4. How Do You Leverage First-Party Data To Inform Your Campaigns?

First-party data is becoming increasingly valuable as the reliance on third-party cookies still remains questionable. This question uncovers how a candidate adapts to this shift of having a privacy-first mindset.

  • What to listen for: A candidate may talk about strategies like email segmentation, loyalty programs, or even how they’ve approached capturing first-party data to ensure they’re able to properly use them in campaigns. A potential red flag is relying on outdated cookie-based methods without a backup plan.

5. Can You Share An Example Of Using Cross-Platform Advertising That Has Driven Results?

As digital marketers, we know most campaigns aren’t “one and done” on a single platform. Candidates need to show how they think holistically about digital ecosystems.

  • What to listen for: Strong examples include integrating Google Ads with Meta campaigns or leveraging TikTok for awareness and retargeting on a different platform. A red flag is a candidate focusing only on one platform without considering how they interconnect and inform each other.

6. How Do You Decide What Metrics Matter Most When Reporting Performance?

Explaining results is just as important as achieving them. This question gets into their communication skills and ability to tell a story with data.

  • What to listen for: Clear alignment between business goals and metrics, plus examples of simplifying reports. Red flags include metric dumping or platform-first reporting. Examples of preferred reporting platforms and formats are a plus.

Strategic Knowledge Questions

It’s not only important to know how to do the job, but also to know why you’re doing what you’re doing.

The next set of questions allows you to dive deeper into the candidate’s mindset and see if they can put the strategic pieces together for clients.

7. How Do You Stay On Top Of Industry Changes, And What’s Something You’ve Learned Recently That Impacted Your Work?

The digital landscape changes every single day.

If someone isn’t staying current with best practices and platform changes, it can be detrimental to client success. You need to have someone on the team who is fully aware of any changes in the industry that could impact performance.

  • What to listen for: Understanding what methods a candidate uses to stay “in the know” is important. If a candidate says they’re too busy to set aside time to read up on trends, I’d consider that a red flag.

8. Have You Had To Pivot A Campaign Due To Changing Data Privacy Regulations?

Data privacy laws have changed the name of the game, especially in PPC.

This question tests how the candidate navigates regulations while keeping campaigns effective and compliant.

  • What to listen for: Look for examples like shifting to first-party data or adjusting targeting strategies in light of GDPR or CCPA. Red flags include ignoring compliance issues or struggling to adapt when audience data becomes restricted.

9. How Do You Measure Success Across Different Types Of Campaigns?

Success isn’t one-size-fits-all. The answer should show how they align goals, metrics, and performance analysis for various strategies.

  • What to listen for: Candidates should mention setting specific KPI goals based on the channel and objective of a campaign. Be wary of those who rely on vanity metrics like impressions without tying them to business outcomes.

10. How Do You Explain Complex Answers To A Client Or Someone In A C-Suite Role?

This will inevitably happen in any digital marketing role. It’s easy when you’re working as a team, and everyone knows the ins and outs of acronyms, in the weeds content.

Sometimes, you need to explain something like you’re talking to a third grader. Less is more.

  • Green flags to listen for:
    • Candidates who know how to navigate their language based on the role of the person they’re talking to.
    • When a candidate has the knowledge of basic business questions that the role cares about.
    • They know how to explain the “why” behind performance peaks and valleys.
  • Red flags to listen for:
    • Does the candidate dance around this question?
    • Is this candidate someone who might have difficulty thinking on their feet?
    • Do they believe in sharing too much data in order to avoid questions?

Culture & Fit Questions

This last set of questions is really looking at the long-term impact of your digital marketing hire.

You’re not looking to hire temporarily; you’re hiring for the long haul.

You want to feel confident in your candidate selection based on their character, the ability to collaborate with others (teams and clients), and, of course, the empathy factor.

11. What Is Your Management Style, And How Do You Ensure Alignment Within A Team?

Leadership and collaboration are critical in marketing roles.

This question helps assess how their approach complements your team dynamics.

  • Green flags to listen for: Strong candidates will mention fostering open communication, using clear goal-setting frameworks, or adapting their style to individual team members.
  • Red flags to listen for: If you notice any micro-management tendencies, or when the candidate avoids conflict resolution.

12. How Do You Balance Working Independently With Collaborating Across Departments?

Similar to the question above, digital marketers often juggle solo tasks with cross-functional initiatives.

Everyone performs their duties well in different scenarios. In some cases, digital marketers are required to work alone, on a team, or both.

This question highlights their adaptability to working together as a team versus in a silo.

  • What to listen for: Examples of successfully managing independent projects while aligning with other team departments. Be cautious of candidates who struggle to collaborate, communicate, or prefer working in silos.

13. Can You Describe A Time You Contributed To Maintaining A Positive Team Culture?

A strong company culture is key to retention and productivity.

This question reveals how they value and influence workplace dynamics.

  • What to listen for: Specific instances where they recognized a fellow colleague, facilitated team bonding, or helped resolve conflicts. Avoid candidates who dismiss culture-building as unimportant.

14. How Do You Handle Constructive Feedback, Both Giving And Receiving It?

Feedback is essential for any type of growth. This question assesses their ability to engage in productive conversations.

  • What to listen for: Look for examples of accepting feedback gracefully, acting on it, and offering constructive criticism thoughtfully. Red flags include defensiveness or avoiding difficult conversations.

15. What Are You Looking For In This Role?

Personally, I used to cringe at this question. Now, I find myself asking this to anyone I interview.

Bringing in a new person to an organization costs a lot of time and money. Think of all the training that goes into a new hire, the staffing that’s required to help train and mentor them, etc.

  • What to listen for: If they don’t have a clear answer, that’s a potential red flag. Are they simply looking for a stepping-stone position? While there’s nothing wrong with that, it’s better to know upfront to align expectations for both parties.

At the end of the day, do their motives fit in with your company’s culture and values? If not, they likely aren’t the right candidate.

The Real Goal Of These Interview Questions

Strong digital marketers are not defined by how many platforms they have used.

They stand out because they can explain their decisions, adapt when conditions change, and connect day-to-day execution back to business outcomes. Those traits rarely show up on a resume, but they surface quickly in the right conversation.

Use these questions as a framework, not a script. Listen for clarity of thought, intellectual honesty, and comfort with uncertainty.

The best candidates will not pretend to have all the answers. They will show you how they think through the hard ones.

At the end of the day, you are not hiring someone to manage channels. You are hiring someone to help steer growth.

These questions help you figure out who is actually ready for that responsibility.

More Resources:


Featured Image: Elenyska/Shutterstock

What’s next for Chinese open-source AI

MIT Technology Review’s What’s Next series looks across industries, trends, and technologies to give you a first look at the future. You can read the rest of them here.

The past year has marked a turning point for Chinese AI. Since DeepSeek released its R1 reasoning model in January 2025, Chinese companies have repeatedly delivered AI models that match the performance of leading Western models at a fraction of the cost. 

Just last week the Chinese firm Moonshot AI released its latest open-weight model, Kimi K2.5, which came close to top proprietary systems such as Anthropic’s Claude Opus on some early benchmarks. The difference: K2.5 is roughly one-seventh Opus’s price.

On Hugging Face, Alibaba’s Qwen family—after ranking as the most downloaded model series in 2025 and 2026—has overtaken Meta’s Llama models in cumulative downloads. And a recent MIT study found that Chinese open-source models have surpassed US models in total downloads. For developers and builders worldwide, access to near-frontier AI capabilities has never been this broad or this affordable.

But these models differ in a crucial way from most US models like ChatGPT or Claude, which you pay to access and can’t inspect. The Chinese companies publish their models’ weights—numerical values that get set when a model is trained—so anyone can download, run, study, and modify them. 

If these open-source AI models keep getting better, they will not just offer the cheapest options for people who want access to frontier AI capabilities; they will change where innovation happens and who sets the standards. 

Here’s what may come next.

China’s commitment to open source will continue

When DeepSeek launched R1, much of the initial shock centered on its origin. Suddenly, a Chinese team had released a reasoning model that could stand alongside the best systems from US labs. But the long tail of DeepSeek’s impact had less to do with nationality than with distribution. R1 was released as an open-weight model under a permissive MIT license, allowing anyone to download, inspect, and deploy it. On top of that, DeepSeek also published a paper detailing its training process and techniques. For developers who access models via an API, DeepSeek also undercut competitors on price, offering access at a fraction the cost of OpenAI’s o1, the leading proprietary reasoning model at the time.

Within days of its release, DeepSeek replaced ChatGPT as the most downloaded free app in the US App Store. The moment spilled beyond developer circles into financial markets, triggering a sharp sell-off in US tech stocks that briefly erased roughly $1 trillion in market value. Almost overnight, DeepSeek went from a little-known spin-off team backed by a quantitative hedge fund to the most visible symbol of China’s push for open-source AI.

China’s decision to lean in to open source isn’t surprising. It has the world’s second-largest concentration of AI talent after the US. plus a vast, well-resourced tech industry. After ChatGPT broke into the mainstream, China’s AI sector went through a reckoning—and emerged determined to catch up. Pursuing an open-source strategy was seen as the fastest way to close the gap by rallying developers, spreading adoption, and setting standards.

DeepSeek’s success injected confidence into an industry long used to following global standards rather than setting them. “Thirty years ago, no Chinese person would believe they could be at the center of global innovation,” says Alex Chenglin Wu, CEO and founder of Atoms, an AI agent company and prominent contributor to China’s open-source ecosystem. “DeepSeek shows that with solid technical talent, a supportive environment, and the right organizational culture, it’s possible to do truly world-class work.”

DeepSeek’s breakout moment wasn’t China’s first open-source success. Alibaba’s Qwen Lab had been releasing open-weight models for years. By September 2024,  well before DeepSeek’s V3 launch, Alibaba was saying that global downloads had exceeded 600 million. On Hugging Face, Qwen accounted for more than 30% of all model downloads in 2024. Other institutions, including the Beijing Academy of Artificial Intelligence and the AI firm Baichuan, were also releasing open models as early as 2023. 

But since the success of DeepSeek, the field has widened rapidly. Companies such as Z.ai (formerly Zhipu), MiniMax, Tencent, and a growing number of smaller labs have released models that are competitive on reasoning, coding, and agent-style tasks. The growing number of capable models has sped up progress. Capabilities that once took months to make it to the open-source world now emerge within weeks, even days.

“Chinese AI firms have seen real gains from the open-source playbook,” says Liu Zhiyuan, a professor of computer science at Tsinghua University and chief scientist at the AI startup ModelBest. “By releasing strong research, they build reputation and gain free publicity.”

Beyond commercial incentives, Liu says, open source has taken on cultural and strategic weight. “In the Chinese programmer community, open source has become politically correct,” he says, framing it as a response to US dominance in proprietary AI systems.

That shift is also reflected at the institutional level. Universities including Tsinghua have begun encouraging AI development and open-source contributions, while policymakers have moved to formalize those incentives. In August, China’s State Council released a draft policy encouraging universities to reward open-source work, proposing that students’ contributions on platforms such as GitHub or Gitee could eventually be counted toward academic credit.

With growing momentum and a reinforcing feedback loop, China’s push for open-source models is likely to continue in the near term, though its long-term sustainability still hinges on financial results, says Tiezhen Wang, who helps lead work on global AI at Hugging Face. In January, the model labs Z.ai and MiniMax went public in Hong Kong. “Right now, the focus is on making the cake bigger,” says Wang. “The next challenge is figuring out how each company secures its share.”

The next wave of models will be narrower—and better

Chinese open-source models are leading not just in download volume but also in variety. Alibaba’s Qwen has become one of the most diversified open model families in circulation, offering a wide range of variants optimized for different uses. The lineup ranges from lightweight models that can run on a single laptop to large, multi-hundred-billion-parameter systems designed for data-center deployment. Qwen features many task-optimized variants created by the community: the “instruct” models are good at following orders, and “code” variants specialize in coding.

Although this strategy isn’t unique to Chinese labs, Qwen was the first open model family to roll out so many high-quality options that it started to feel like a full product line—one that’s free to use.

The open-weight nature of these releases also makes it easy for others to adapt them through techniques like fine-tuning and distillation, which means training a smaller model to mimic a larger one.  According to ATOM (American Truly Open Models), a project by the AI researcher Nathan Lambert, by August 4, 2025, model variations derived from Qwen were “more than 40%” of new Hugging Face language-model derivatives, while Llama had fallen to about 15%. This means that Qwen has become the default base model for all the “remixes.”

This pattern has made the case for smaller, more specialized models. “Compute and energy are real constraints for any deployment,” Liu says. He told MIT Technology Review that the rise of small models is about making AI cheaper to run and easier for more people to use. His company, ModelBest, focuses on small language models designed to run locally on devices such as phones, cars, and other consumer hardware.

While an average user might interact with AI only through the web or an app for simple conversations, power users of AI models with some technical background are experimenting with giving AI more autonomy to solve large-scale problems. OpenClaw, an open-source AI agent that recently went viral within the AI hacker world, allows AI to take over your computer—it can run 24-7, going through your emails and work tasks without supervision. 

OpenClaw, like many other open-source tools, allows users to connect to different AI models via an application programming interface, or API. Within days of OpenClaw’s release, the team revealed that Kimi’s K2.5 had surpassed Claude Opus and became the most used AI model—by token count, meaning it was handling more total text processed across user prompts and model responses.

Cost has been a major reason Chinese models have gained traction, but it would be a mistake to treat them as mere “dupes” of Western frontier systems, Wang suggests. Like any product, a model only needs to be good enough for the job at hand. 

The landscape of open-source models in China is also getting more specialized. Research groups such as Shanghai AI Laboratory have released models geared toward scientific and technical tasks; several projects from Tencent have focused specifically on music generation. Ubiquant, a quantitative finance firm like DeepSeek’s parent High-Flyer, has released an open model aimed at medical reasoning.

In the meantime, innovative architectural ideas from Chinese labs are being picked up more broadly. DeepSeek has published work exploring model efficiency and memory; techniques that compress the model’s attention “cache,” reducing memory and inference costs while mostly preserving performance, have drawn significant attention in the research community. 

“The impact of these research breakthroughs is amplified because they’re open-sourced and can be picked up quickly across the field,” says Wang.

Chinese open models will become infrastructure for global AI builders

The adoption of Chinese models is picking up in Silicon Valley, too. Martin Casado, a general partner at Andreessen Horowitz, has put a number on it: Among startups pitching with open-source stacks, there’s about an 80% chance they’re running on Chinese open models, according to a post he made on X. Usage data tells a similar story. OpenRouter,  a middleman that tracks how people use different AI models through its API, shows Chinese open models rising from almost none in late 2024 to nearly 30% of usage in some recent weeks.

The demand is also rising globally. Z.ai limited new subscriptions to its GLM coding plan (a coding tool based on its flagship GLM models) after demand surged, citing compute constraints. What’s notable is where the demand is coming from: CNBC reports that the system’s user base is primarily concentrated in the United States and China, followed by India, Japan, Brazil, and the UK.

“The open-source ecosystems in China and the US are tightly bound together,” says Wang at Hugging Face. Many Chinese open models still rely on Nvidia and US cloud platforms to train and serve them, which keeps the business ties tangled. Talent is fluid too: Researchers move across borders and companies, and many still operate as a global community, sharing code and ideas in public.

That interdependence is part of what makes Chinese developers feel optimistic about this moment: The work travels, gets remixed, and actually shows up in products. But openness can also accelerate the competition. Dario Amodei, the CEO of Anthropic, made a version of this point after DeepSeek’s 2025 releases: He wrote that export controls are “not a way to duck the competition” between the US and China, and that AI companies in the US “must have better models” if they want to prevail. 

For the past decade, the story of Chinese tech in the West has been one of big expectations that ran into scrutiny, restrictions, and political backlash. This time the export isn’t just an app or a consumer platform. It’s the underlying model layer that other people build on. Whether that will play out differently is still an open question.

AI is already making online crimes easier. It could get much worse.

Anton Cherepanov is always on the lookout for something interesting. And in late August last year, he spotted just that. It was a file uploaded to VirusTotal, a site cybersecurity researchers like him use to analyze submissions for potential viruses and other types of malicious software, often known as malware. On the surface it seemed innocuous, but it triggered Cherepanov’s custom malware-detecting measures. Over the next few hours, he and his colleague Peter Strýček inspected the sample and realized they’d never come across anything like it before.

The file contained ransomware, a nasty strain of malware that encrypts the files it comes across on a victim’s system, rendering them unusable until a ransom is paid to the attackers behind it. But what set this example apart was that it employed large language models (LLMs). Not just incidentally, but across every stage of an attack. Once it was installed, it could tap into an LLM to generate customized code in real time, rapidly map a computer to identify sensitive data to copy or encrypt, and write personalized ransom notes based on the files’ content. The software could do this autonomously, without any human intervention. And every time it ran, it would act differently, making it harder to detect.

Cherepanov and Strýček were confident that their discovery, which they dubbed PromptLock, marked a turning point in generative AI, showing how the technology could be exploited to create highly flexible malware attacks. They published a blog post declaring that they’d uncovered the first example of AI-powered ransomware, which quickly became the object of widespread global media attention.

But the threat wasn’t quite as dramatic as it first appeared. The day after the blog post went live, a team of researchers from New York University claimed responsibility, explaining that the malware was not, in fact, a full attack let loose in the wild but a research project, merely designed to prove it was possible to automate each step of a ransomware campaign—which, they said, they had. 

PromptLock may have turned out to be an academic project, but the real bad guys are using the latest AI tools. Just as software engineers are using artificial intelligence to help write code and check for bugs, hackers are using these tools to reduce the time and effort required to orchestrate an attack, lowering the barriers for less experienced attackers to try something out. 

The likelihood that cyberattacks will now become more common and more effective over time is not a remote possibility but “a sheer reality,” says Lorenzo Cavallaro, a professor of computer science at University College London. 

Some in Silicon Valley warn that AI is on the brink of being able to carry out fully automated attacks. But most security researchers say this claim is overblown. “For some reason, everyone is just focused on this malware idea of, like, AI superhackers, which is just absurd,” says Marcus Hutchins, who is principal threat researcher at the security company Expel and famous in the security world for ending a giant global ransomware attack called WannaCry in 2017. 

Instead, experts argue, we should be paying closer attention to the much more immediate risks posed by AI, which is already speeding up and increasing the volume of scams. Criminals are increasingly exploiting the latest deepfake technologies to impersonate people and swindle victims out of vast sums of money. These AI-enhanced cyberattacks are only set to get more frequent and more destructive, and we need to be ready. 

Spam and beyond

Attackers started adopting generative AI tools almost immediately after ChatGPT exploded on the scene at the end of 2022. These efforts began, as you might imagine, with the creation of spam—and a lot of it. Last year, a report from Microsoft said that in the year leading up to April 2025, the company had blocked $4 billion worth of scams and fraudulent transactions, “many likely aided by AI content.” 

At least half of spam email is now generated using LLMs, according to estimates by researchers at Columbia University, the University of Chicago, and Barracuda Networks, who analyzed nearly 500,000 malicious messages collected before and after the launch of ChatGPT. They also found evidence that AI is increasingly being deployed in more sophisticated schemes. They looked at targeted email attacks, which impersonate a trusted figure in order to trick a worker within an organization out of funds or sensitive information. By April 2025, they found, at least 14% of those sorts of focused email attacks were generated using LLMs, up from 7.6% in April 2024.

In one high-profile case, a worker was tricked into transferring $25 million to criminals via a video call with digital versions of the company’s chief financial officer and other employees.

And the generative AI boom has made it easier and cheaper than ever before to generate not only emails but highly convincing images, videos, and audio. The results are much more realistic than even just a few short years ago, and it takes much less data to generate a fake version of someone’s likeness or voice than it used to.

Criminals aren’t deploying these sorts of deepfakes to prank people or to simply mess around—they’re doing it because it works and because they’re making money out of it, says Henry Ajder, a generative AI expert. “If there’s money to be made and people continue to be fooled by it, they’ll continue to do it,” he says. In one high-­profile case reported in 2024, a worker at the British engineering firm Arup was tricked into transferring $25 million to criminals via a video call with digital versions of the company’s chief financial officer and other employees. That’s likely only the tip of the iceberg, and the problem posed by convincing deepfakes is only likely to get worse as the technology improves and is more widely adopted. 

person sitting in profile at a computer with an enormous mask in front of them and words spooling out through the frame

BRIAN STAUFFER

Criminals’ tactics evolve all the time, and as AI’s capabilities improve, such people are constantly probing how those new capabilities can help them gain an advantage over victims. Billy Leonard, tech leader of Google’s Threat Analysis Group, has been keeping a close eye on changes in the use of AI by potential bad actors (a widely used term in the industry for hackers and others attempting to use computers for criminal purposes). In the latter half of 2024, he and his team noticed prospective criminals using tools like Google Gemini the same way everyday users do—to debug code and automate bits and pieces of their work—as well as tasking it with writing the odd phishing email. By 2025, they had progressed to using AI to help create new pieces of malware and release them into the wild, he says.

The big question now is how far this kind of malware can go. Will it ever become capable enough to sneakily infiltrate thousands of companies’ systems and extract millions of dollars, completely undetected? 

Most popular AI models have guardrails in place to prevent them from generating malicious code or illegal material, but bad actors still find ways to work around them. For example, Google observed a China-linked actor asking its Gemini AI model to identify vulnerabilities on a compromised system—a request it initially refused on safety grounds. However, the attacker managed to persuade Gemini to break its own rules by posing as a participant in a capture-the-flag competition, a popular cybersecurity game. This sneaky form of jailbreaking led Gemini to hand over information that could have been used to exploit the system. (Google has since adjusted Gemini to deny these kinds of requests.)

But bad actors aren’t just focusing on trying to bend the AI giants’ models to their nefarious ends. Going forward, they’re increasingly likely to adopt open-source AI models, as it’s easier to strip out their safeguards and get them to do malicious things, says Ashley Jess, a former tactical specialist at the US Department of Justice and now a senior intelligence analyst at the cybersecurity company Intel 471. “Those are the ones I think that [bad] actors are going to adopt, because they can jailbreak them and tailor them to what they need,” she says.

The NYU team used two open-source models from OpenAI in its PromptLock experiment, and the researchers found they didn’t even need to resort to jailbreaking techniques to get the model to do what they wanted. They say that makes attacks much easier. Although these kinds of open-source models are designed with an eye to ethical alignment, meaning that their makers do consider certain goals and values in dictating the way they respond to requests, the models don’t have the same kinds of restrictions as their closed-source counterparts, says Meet Udeshi, a PhD student at New York University who worked on the project. “That is what we were trying to test,” he says. “These LLMs claim that they are ethically aligned—can we still misuse them for these purposes? And the answer turned out to be yes.” 

It’s possible that criminals have already successfully pulled off covert PromptLock-style attacks and we’ve simply never seen any evidence of them, says Udeshi. If that’s the case, attackers could—in theory—have created a fully autonomous hacking system. But to do that they would have had to overcome the significant barrier that is getting AI models to behave reliably, as well as any inbuilt aversion the models have to being used for malicious purposes—all while evading detection. Which is a pretty high bar indeed.

Productivity tools for hackers

So, what do we know for sure? Some of the best data we have now on how people are attempting to use AI for malicious purposes comes from the big AI companies themselves. And their findings certainly sound alarming, at least at first. In November, Leonard’s team at Google released a report that found bad actors were using AI tools (including Google’s Gemini) to dynamically alter malware’s behavior; for example, it could self-modify to evade detection. The team wrote that it ushered in “a new operational phase of AI abuse.”

However, the five malware families the report dug into (including PromptLock) consisted of code that was easily detected and didn’t actually do any harm, the cybersecurity writer Kevin Beaumont pointed out on social media. “There’s nothing in the report to suggest orgs need to deviate from foundational security programmes—everything worked as it should,” he wrote.

It’s true that this malware activity is in an early phase, concedes Leonard. Still, he sees value in making these kinds of reports public if it helps security vendors and others build better defenses to prevent more dangerous AI attacks further down the line. “Cliché to say, but sunlight is the best disinfectant,” he says. “It doesn’t really do us any good to keep it a secret or keep it hidden away. We want people to be able to know about this— we want other security vendors to know about this—so that they can continue to build their own detections.”

And it’s not just new strains of malware that would-be attackers are experimenting with—they also seem to be using AI to try to automate the process of hacking targets. In November, Anthropic announced it had disrupted a large-scale cyberattack, the first reported case of one executed without “substantial human intervention.” Although the company didn’t go into much detail about the exact tactics the hackers used, the report’s authors said a Chinese state-sponsored group had used its Claude Code assistant to automate up to 90% of what they called a “highly sophisticated espionage campaign.”

“We’re entering an era where the barrier to sophisticated cyber operations has fundamentally lowered, and the pace of attacks will accelerate faster than many organizations are prepared for.”

Jacob Klein, head of threat intelligence at Anthropic

But, as with the Google findings, there were caveats. A human operator, not AI, selected the targets before tasking Claude with identifying vulnerabilities. And of 30 attempts, only a “handful” were successful. The Anthropic report also found that Claude hallucinated and ended up fabricating data during the campaign, claiming it had obtained credentials it hadn’t and “frequently” overstating its findings, so the attackers would have had to carefully validate those results to make sure they were actually true. “This remains an obstacle to fully autonomous cyberattacks,” the report’s authors wrote. 

Existing controls within any reasonably secure organization would stop these attacks, says Gary McGraw, a veteran security expert and cofounder of the Berryville Institute of Machine Learning in Virginia. “None of the malicious-attack part, like the vulnerability exploit … was actually done by the AI—it was just prefabricated tools that do that, and that stuff’s been automated for 20 years,” he says. “There’s nothing novel, creative, or interesting about this attack.”

Anthropic maintains that the report’s findings are a concerning signal of changes ahead. “Tying this many steps of an intrusion campaign together through [AI] agentic orchestration is unprecedented,” Jacob Klein, head of threat intelligence at Anthropic, said in a statement. “It turns what has always been a labor-intensive process into something far more scalable. We’re entering an era where the barrier to sophisticated cyber operations has fundamentally lowered, and the pace of attacks will accelerate faster than many organizations are prepared for.”

Some are not convinced there’s reason to be alarmed. AI hype has led a lot of people in the cybersecurity industry to overestimate models’ current abilities, Hutchins says. “They want this idea of unstoppable AIs that can outmaneuver security, so they’re forecasting that’s where we’re going,” he says. But “there just isn’t any evidence to support that, because the AI capabilities just don’t meet any of the requirements.”

person kneeling warding off an attack of arrows under a sheild

BRIAN STAUFFER

Indeed, for now criminals mostly seem to be tapping AI to enhance their productivity: using LLMs to write malicious code and phishing lures, to conduct reconnaissance, and for language translation. Jess sees this kind of activity a lot, alongside efforts to sell tools in underground criminal markets. For example, there are phishing kits that compare the click-rate success of various spam campaigns, so criminals can track which campaigns are most effective at any given time. She is seeing a lot of this activity in what could be called the “AI slop landscape” but not as much “widespread adoption from highly technical actors,” she says.

But attacks don’t need to be sophisticated to be effective. Models that produce “good enough” results allow attackers to go after larger numbers of people than previously possible, says Liz James, a managing security consultant at the cybersecurity company NCC Group. “We’re talking about someone who might be using a scattergun approach phishing a whole bunch of people with a model that, if it lands itself on a machine of interest that doesn’t have any defenses … can reasonably competently encrypt your hard drive,” she says. “You’ve achieved your objective.” 

On the defense

For now, researchers are optimistic about our ability to defend against these threats—regardless of whether they are made with AI. “Especially on the malware side, a lot of the defenses and the capabilities and the best practices that we’ve recommended for the past 10-plus years—they all still apply,” says Leonard. The security programs we use to detect standard viruses and attack attempts work; a lot of phishing emails will still get caught in inbox spam filters, for example. These traditional forms of defense will still largely get the job done—at least for now. 

And in a neat twist, AI itself is helping to counter security threats more effectively. After all, it is excellent at spotting patterns and correlations. Vasu Jakkal, corporate vice president of Microsoft Security, says that every day, the company processes more than 100 trillion signals flagged by its AI systems as potentially malicious or suspicious events.

Despite the cybersecurity landscape’s constant state of flux, Jess is heartened by how readily defenders are sharing detailed information with each other about attackers’ tactics. Mitre’s Adversarial Threat Landscape for Artificial-Intelligence Systems and the GenAI Security Project from the Open Worldwide Application Security Project are two helpful initiatives documenting how potential criminals are incorporating AI into their attacks and how AI systems are being targeted by them. “We’ve got some really good resources out there for understanding how to protect your own internal AI toolings and understand the threat from AI toolings in the hands of cybercriminals,” she says.

PromptLock, the result of a limited university project, isn’t representative of how an attack would play out in the real world. But if it taught us anything, it’s that the technical capabilities of AI shouldn’t be dismissed.New York University’s Udeshi says he wastaken aback at how easily AI was able to handle a full end-to-end chain of attack, from mapping and working out how to break into a targeted computer system to writing personalized ransom notes to victims: “We expected it would do the initial task very well but it would stumble later on, but we saw high—80% to 90%—success throughout the whole pipeline.” 

AI is still evolving rapidly, and today’s systems are already capable of things that would have seemed preposterously out of reach just a few short years ago. That makes it incredibly tough to say with absolute confidence what it will—or won’t—be able to achieve in the future. While researchers are certain that AI-driven attacks are likely to increase in both volume and severity, the forms they could take are unclear. Perhaps the most extreme possibility is that someone makes an AI model capable of creating and automating its own zero-day exploits—highly dangerous cyber­attacks that take advantage of previously unknown vulnerabilities in software. But building and hosting such a model—and evading detection—would require billions of dollars in investment, says Hutchins, meaning it would only be in the reach of a wealthy nation-state. 

Engin Kirda, a professor at Northeastern University in Boston who specializes in malware detection and analysis, says he wouldn’t be surprised if this was already happening. “I’m sure people are investing in it, but I’m also pretty sure people are already doing it, especially [in] China—they have good AI capabilities,” he says. 

It’s a pretty scary possibility. But it’s one that—thankfully—is still only theoretical. A large-scale campaign that is both effective and clearly AI-driven has yet to materialize. What we can say is that generative AI is already significantly lowering the bar for criminals. They’ll keep experimenting with the newest releases and updates and trying to find new ways to trick us into parting with important information and precious cash. For now, all we can do is be careful, remain vigilant, and—for all our sakes—stay on top of those system updates.