Three questions about the future of US climate tech under Trump

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

Donald Trump has officially been in office for just over a week, and the new administration has hit the ground running with a blizzard of executive orders and memos.

Some of the moves could have major effects for climate change and climate technologies—for example, one of the first orders Trump signed signaled his intention to withdraw from the Paris Agreement, the major international climate treaty.

The road map for withdrawing from the Paris agreement is clear, but not all the effects of these orders are quite so obvious. There’s a whole lot of speculation about how far these actions reach, which ones might get overturned, and generally what comes next. Here are some of the crucial threads that I’m going to be following.

Will states be able to set their own rules on electric vehicles? 

It’s clear that Donald Trump isn’t a fan of electric vehicles. One of the executive orders issued on his first day in office promised to eliminate the “electric vehicle (EV) mandate.” 

The federal government under Biden didn’t actually have an EV mandate in place—rather, Trump is targeting national support programs, including subsidies that lower the cost of EVs for drivers and support building public chargers. But that’s just the beginning, because the executive order will go after states that have set their own rules on EVs. 

While the US Environmental Protection Agency does set some rules around EVs through what are called tailpipe standards, last year California was granted a waiver that allows the state to set its own, stricter rules. The state now requires that all vehicles sold there must be zero-emissions by 2035. More than a dozen states quickly followed suit, setting a target to transition to zero-emissions vehicles within the next decade. That commitment was a major signal to automakers that there will be demand for EVs, and a lot of it, soon.

Trump appears to be coming after that waiver, and with it California’s right to set its own targets on EVs. We’ll likely see court battles over this, and experts aren’t sure how it’s going to shake out.

What will happen to wind projects?

Wind energy was one of the most explicit targets for Trump on the campaign trail and during his first few days in office. In one memo, the new administration paused all federal permits, leases, and loans for all offshore and onshore wind projects.

This doesn’t just affect projects on federal lands or waters—nearly all wind projects typically require federal permits, so this could have a wide effect.

Even if the order is temporary or doesn’t hold up in court, it could be enough to chill investment in a sector that’s already been on shaky ground. As I reported last year, rising costs and slow timelines were already throwing offshore wind projects off track in the US. Investment has slowed since I published that story, and now, with growing political opposition, things could get even rockier.

One major question is how much this will slow down existing projects, like the Lava Ridge Wind Project in Idaho, which got the green light from the Biden administration before he left office. As one source told the Washington Post, the new administration may try to go after leases and permits that have already been issued, but “there may be insufficient authority to do so.”

What about the money?

In an executive order last week, the Trump administration called for a pause on handing out the funds that are legally set aside under the Inflation Reduction Act and the Bipartisan Infrastructure Law. That includes hundreds of billions of dollars for climate research and infrastructure.

This week, a memo from the White House called for a wider pause on federal grants and loans. This goes way beyond climate spending and could affect programs like Medicaid. There’s been chaos since that was first reported; nobody seems to agree on what exactly will be affected or how long the pause was supposed to last, and as of Tuesday evening, a federal judge had blocked that order.

In any case, all these efforts to pause, slow, or stop federal spending will be a major source of fighting going forward. As for effects on climate technology, I think the biggest question is how far the new administration can and will go to block spending that’s already been designated by Congress. There could be political consequences—most funds from the Inflation Reduction Act have gone to conservative-leaning states.  

As I wrote just after the election in November, Donald Trump’s return to office means a sharp turn for the US on climate policy, and we’re seeing that start to play out very quickly. I’ll be following it all, but I’d love to hear from you. What do you most want to know more about? What questions do you have? If you work in the climate sector, how are you seeing your job affected? You can email me at casey.crownhart@technologyreview.com, message me on Bluesky, or reach me on Signal: @casey.131.


Now read the rest of The Spark

Related reading

EVs are mostly set for solid growth this year, but what happens in the US is still yet to be seen, as my colleague James Temple covered in a recent story

The Inflation Reduction Act set aside hundreds of billions of dollars for climate spending. Here’s how the law made a difference, two years in.

For more on Trump’s first week in office, check out this news segment from Science Friday (featuring yours truly). 

small chip rises away from large chip

STEPHANIE ARNETT/ MIT TECHNOLOGY REVIEW | RAWPIXEL

Another thing

DeepSeek has stormed onto the AI scene. The company released a new reasoning model, called DeepSeek R1, which it claims can surpass the performance of OpenAI’s ChatGPT o1. The model appears to be incredibly efficient, which upends the idea that huge amounts of computing power, and energy, are needed to drive the AI revolution. 

For more, check out this story on the company and its model from my colleague Caiwei Chen, and this look at what it means for the AI industry and its energy claims from James O’Donnell. 

Keeping up with climate

A huge surge in clean energy caused China’s carbon emissions to level off in 2024. Whether the country’s emissions peak and begin to fall for good depends on what wins in a race between clean-energy additions and growth in energy demand. (Carbon Brief)

In a bit of good news, heat pumps just keep getting hotter. The appliances outsold gas furnaces in the US last year by a bigger margin than ever. (Canary Media)
→ Here’s everything you need to know about heat pumps and how they work. (MIT Technology Review)

People are seeking refuge from floods in Kentucky’s old mountaintop mines. Decades ago, the mines were a cheap source of resources but devastated local ecosystems. Now people are moving in. (New York Times)

An Australian company just raised $20 million to use AI to search for key minerals. Earth AI has already discovered significant deposits of palladium, gold, and molybdenum. (Heatmap News)

Some research suggests a key ocean current system is slowing down, but a new study adds to the case that there’s no cause to panic … yet. The new work suggests that the Atlantic Meridional Overturning Circulation, or AMOC, hasn’t shown long-term weakening over the past 60 years. (Washington Post)
→ Efforts to observe and understand the currents have shown they’re weirder and more unpredictable than expected. (MIT Technology Review)

Floating solar panels could be a major resource in US energy. A new report finds that federal reservoirs could hold enough floating solar to produce nearly 1,500 terawatt-hours of electricity, enough to power 100 million homes each year. (Canary Media)

What sparked the LA wildfires is still a mystery, but AI is hunting for clues. Better understanding of what causes fires could be key in efforts to stop future blazes. (Grist)

The Download: climate tech under Trump, and scaling up quantum computing

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.

Three questions about the future of US climate tech under Trump

Donald Trump has officially been in office for just over a week, and the new administration has already issued a blizzard of executive orders and memos.

Some of the moves could have major effects for climate change and climate technologies—for example, one of the first orders Trump signed signaled his intention to withdraw from the Paris Agreement, the major international climate treaty.

The road map for withdrawing from the Paris agreement is clear, but not all the effects of these orders are quite so obvious. There’s a whole lot of speculation about how far these actions reach, which ones might get overturned, and generally what comes next. Here are some of the crucial threads that I’m going to be following. Read the full story.

—Casey Crownhart

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

This quantum computer built on server racks paves the way to bigger machines

The news: A Canadian startup called Xanadu has built a new quantum computer it says can be easily scaled up to achieve the computational power needed to tackle scientific challenges ranging from drug discovery to more energy-efficient machine learning.

Why it matters: Xanadu envisions a quantum computer as a specialized data center, consisting of rows upon rows of these servers. This contrasts with the industry’s earlier conception of a specialized chip within a supercomputer, much like a GPU. But this work is just a first step toward that vision. Read the full story.

—Sophia Chen

Vote for the 11th breakthrough

Earlier this month, we unveiled our annual list of the 10 Breakthrough Technologies for 2025, encompassing everything from promising stem-cell therapies to robots that learn quickly. Now, we’re asking you to help us choose the 11th honorary technology we should keep an eye on over the next 12 months.

Cast your vote for one of the four extra exciting breakthroughs before 1 April. Readers of The Download will be among the first to know once we announce your pick. 

The must-reads

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

1 Trump advisers were blindsided by Elon Musk’s team’s offer to federal workers
Officials weren’t consulted about plans to induce civil service workers to resign. (WP $)
+ The radical sweeping measures are just the beginning. (Vox)
+ The email workers received cribs from Musk’s controversial Twitter memo. (Ars Technica)
+ If Musk gets his way, the US government could end up like X. (NY Mag $)

2 Meta has agreed to pay Trump $25 million
To settle the censorship lawsuit Trump brought against it back in 2021. (CNN)
+ Mark Zuckerberg predicts 2025 will be a big year for Meta’s government relations. (Insider $)+ Facebook is still focused on winning over creators to make it cool again. (The Information $)

3 How tech workers are quietly fighting the rise of MAGA 
While their employers are shifting rightwards, workers are resisting. (NYT $)

4 Microsoft and Meta have defended their AI spending
DeepSeek’s success has raised serious questions about Big Tech’s AI budgets. (Reuters)
+ Zuckerberg claims not to be worried by the Chinese startup’s rapid rise. (The Verge)
+ How a top Chinese AI model overcame US sanctions. (MIT Technology Review)

5 Mr Beast is getting serious about buying TikTok 
The YouTuber is a part of an investor group that’s secured more than $20 billion. (Bloomberg $)

6 How the US plans to use space lasers to destroy hypersonic missiles
It bears more than a passing resemblance to Ronald Reagan’s 1983 program. (FT $)
+ How to fight a war in space (and get away with it) (MIT Technology Review)

7 Waymo’s autonomous taxi service is expanding to new US cities
San Diego, Las Vegas, and Miami are on the list. (WSJ $)
+ Self-driving Tesla taxis will hit Austin’s road in June, apparently. (TechCrunch)
+ EV batteries boast an incredibly long lifespan. (IEEE Spectrum)

8 The perfect cryptographic machine is possible
It’s just a bit of a pain to build. (IEEE Spectrum)
+ Cryptography may offer a solution to the massive AI-labeling problem. (MIT Technology Review)

9 This mobile game is helping scientists identify new deep-sea species
Verifying ocean creatures can take decades, but AI and gaming speeds up the process. (Bloomberg $)
+ There’s an incredible amount of life down in the depths. (Quanta Magazine)

10 How the internet fell in love with capybaras
The world’s largest rodent is a social media sensation. (New Yorker $)

Quote of the day

“Hold the line! Don’t resign!”

—US federal workers rally together on Reddit to protest the Trump administration’s offer for them to take ‘deferred resignation’.

The big story

The race to fix space-weather forecasting before next big solar storm hits

April 2024

As the number of satellites in space grows, and as we rely on them for increasing numbers of vital tasks on Earth, the need to better predict stormy space weather is becoming more and more urgent.

Scientists have long known that solar activity can change the density of the upper atmosphere. But it’s incredibly difficult to precisely predict the sorts of density changes that a given amount of solar activity would produce.

Now, experts are working on a model of the upper atmosphere to help scientists to improve their models of how solar activity affects the environment in low Earth orbit. If they succeed, they’ll be able to keep satellites safe even amid turbulent space weather, reducing the risk of potentially catastrophic orbital collisions. Read the full story.

—Tereza Pultarova

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.)

+ Happy birthday to the one and only Phil Collins—74 years young today.
+ Great news for Britain’s loneliest bat: he may have found a mate at long last. 🦇
+ After years in the cocktail wilderness, the Black Russian is coming in from the cold.
+ Death to members clubs!

How to Create Print-on-Demand Products

Launching a drop-shipping business selling print-on-demand products can be as simple as uploading an image and opening an online shop, but the process may seem daunting to a new entrepreneur.

In 2024, total U.S. sales from on-demand printing on items such as apparel and posters reached an estimated $2.3 billion. Print-on-demand dropshipping will reportedly grow more than tenfold in the next decade, reaching roughly $26 billion in 2034.

Let’s consider two examples: (i) an AI-sourced t-shirt uploaded to Printful and (ii) a simple wall art design added to Prodigi.

Sourcing Artwork

Whether a shop sells t-shirts, postcards, or wall art, the design is the product. The shopper is buying the art. Where does an entrepreneur find art, and what are the arrangements to resell it?

One of the examples below uses an AI-generated image; the other is a simple text-only design from Adobe Photoshop. But more broadly, there are at least seven ways to source artwork for print-on-demand products.

  • Create it. Artists and designers can make the art from Canva or Photoshop and sell it on their own online shop. No licensing is required.
  • Hire a freelance designer. Entrepreneurs can commission custom artwork from freelance designers on platforms such as Fiverr and Upwork. Some companies have successfully hired local art students.
  • Collaborate with artists. Find artists on Behance or ArtStation and strike a deal. The collaboration could be a licensing fee, revenue sharing, or a combination. Art Licensing International and MHS Licensing are also sources.
  • Buy stock images. Licensed stock images from sites such as Shutterstock or Adobe Stock are helpful as a basis for designs, ensuring the ecommerce shop has the right to use the imagery commercially.
  • Use ready-made designs. Many print-on-demand companies have designs available.
  • Use public domain art. Artwork in the public domain can be used and modified for print-on-demand products. The National Gallary of Art, for example, has more than 50,000 free, public-domain images.
  • Have AI generate it. Finally, use artificial intelligence models such as Midjoury to create the artwork.

In 2023, Kevin Stecko from 80sTees.com described in an “Ecommerce Conversations” episode how his company licenses artwork, adding that characters from Disney, Star Wars, or Marvel comics require permission.

Printful

Let’s look at creating and publishing a product in Printful. This example assumes the seller has a Printful account integrated with a Shopify store using an app.

Screenshot of a Printful product template

Products are “templates” in Printful. A merchant can add new products after creating a collection.

Creating a new product starts with selecting the item to sell. Printful offers wall art, phone cases, and more, but this example is a t-shirt. A merchant can choose its colors and sizes.

Screenshot of a Printful setup process

Printful walks online sellers through the setup process, often allowing updates to selections such as color and size on more than one screen.

Uploading the t-shirt design, which is AI-generated from my prompt, is the same as any internet file.

Screenshot of Printful's upload screen for the AI image

Uploading the design is simple and fast. This 14.8 MB AI image loaded in less than a second.

The merchant can apply logos or other artwork to the t-shirt’s sleeves, back, or labels.

Printful screen to add logos or other graphics

With Printful, merchants can add graphics to several areas of the t-shirt.

The merchant can add the newly designed t-shirt to her integrated Shopify shop almost immediately.

First, she can select the mockups. Printful offers many, but keeping it simple often works best.

Printful screen showing the mockups of the AI-image t-shirt

Printful creates the mockups for the merchant, a very nice feature.

Next, Printful permits users to name the product and customize its description before moving it to Shopify. The merchant should select the Shopify collection in which the product will reside and set the profit for each item.

The t-shirt on a Shopify product page

Printful automatically pushes the t-shirt — with pricing and description — to Shopify, requiring no changes or updates on that platform.

Prodigi

Prodigi is another print-on-demand provider. In this example, I’ve connected my Prodigi account to a Squarespace shop. I initially created the products in Squarespace and then configured Prodigi.

Prodigi screen for naming and describing the product

Prodigi must know the type of product. The Prodigi and Squarespace integration requires merchants to work in both platforms to complete the process.

The Prodigi process begins when the merchant selects one or more items to be variations of the Squarespace product. This item is a “Box Frame, EMA 200gsm Fine Art Print, Mount / Matted, Perspex Glaze, 30x30cm/12×12.”

Prodigi product-editing screen

Prodigi’s editor permits placement and alignment.

Finally, the seller completes the finishing touches, such as a product mockup and description, back in Squarespace since the Prodigi to Squarespace integration is not automatic.

Squarespace screen of the product, description, and artwork

The merchant adds the product’s description and artwork to Squarespace, but Prodigi will automatically fulfill orders.

Print-on-demand

The steps — source art, select product, upload art — are similar for nearly every print-on-demand service. There are many other suppliers beyond Printful and Prodigi. Examples include Gooten, Gelato, and Sellfy.

Each supplier has strengths and weaknesses and different levels of integration with a given ecommerce platform. Prodigi’s fulfillment integrates with Squarespace, for example, but not necessarily for other platforms.

New Ecommerce Tools: January 30, 2025

Every week we publish a list of new products from companies offering services to ecommerce merchants. This installment includes updates on automated marketing, social commerce, product reviews, AI-powered shopping agents, value-added tax, drone deliveries, and more.

Got an ecommerce product release? Email releases@practicalecommerce.com.

New Tools for Merchants

TikTok Shop U.K. introduces automated ad campaigns for sellers. TikTok Shop U.K. has launched GMV Max, an AI-powered campaign management tool that maximizes sellers’ gross merchandise value. Available for products and live shopping sessions, GMV Max automates campaign creation — audience targeting, bidding, creative — to optimize results. Sellers can choose a performance target.

Web page for TikTok GMV Max

TikTok Shop: GMV Max

Wix partners with YouTube on social shopping. Wix has integrated with YouTube Shopping, enabling merchants to sell products directly through the video platform. Merchants can display their products in a store format directly on their YouTube profiles and tag products in videos, live streams, and shorts. Merchants can track performance using YouTube’s analytics tools. Product details such as descriptions and images automatically sync between Wix and YouTube.

Test Squared connects sellers with product testers. Test Squared has launched its platform to help sellers generate product reviews quickly and ethically. The platform connects businesses with verified product testers to gather authentic feedback, offering sellers a way to build trust and increase product visibility while ensuring compliance with review regulations.

OpenAI introduces Operator with shopping agents. OpenAI has released Operator⁠, an agent that can perform online tasks, including shopping. Using its own browser, Operator can interact with a web page by typing, clicking, scrolling, and executing browser tasks such as filling out forms and ordering groceries. As part of the release, OpenAI is collaborating with companies such as DoorDash, Instacart, OpenTable, Priceline, StubHub, Thumbtack, and Uber.

Web page for OpenAI Operator

OpenAI Operator

Amazon Ads launches Brand+ to leverage shopping, browsing, streaming. Amazon Ads is launching Brand+, which combines data from shopping, browsing, and streaming across the company’s total footprint. The data-powered offering seeks to predict consumers looking for a brand’s product or service within the next three months. Marketers can use Brand+ to deliver messages on (i) video streaming platforms such as Prime Video and Twitch, (ii) video publishers such as BuzzFeed and Fox, and (iii) the streaming marketplace with Fire TV.

Meta introduces ads in Threads. Businesses can extend their existing Meta ad campaigns to Threads by checking a box in Ads Manager. During early testing, ads in the Threads feed will be images that appear between content in the Threads home feed for a small percentage of users. Meta will also give users control over the ads they see.

Klaviyo to be the preferred marketing solution for WooCommerce. Klaviyo, a marketing automation platform, has been named the preferred marketing automation partner for the WooCommerce WordPress plugin. Klaviyo says more than 15,000 brands use its WooCommerce integration to gather and unify real-time data. The consolidated data allows brands to create and manage personalized omnichannel marketing campaigns, streamline product reviews, and improve performance through actionable insights.

Home page of Klaviyo

Klaviyo

Amazon unveils location of first drone delivery in the U.K. In 2023, Amazon announced plans to launch drone deliveries in the U.K. It has now identified the northern city of Darlington as the location of the first planned U.K. Prime Air drone delivery. Amazon will seek permission to build flight operations facilities at the site and apply for authorization from the Civil Aviation Authority to fly drones in the airspace.

eBay U.K. helps sellers with value-added tax. eBay U.K. is running a trial program to help merchants manage value-added tax. Merchants who sell goods in any E.U. country or the U.K. may be required to collect and remit VAT on sales. The eBay trial program enables sellers to automatically download VAT invoices while providing buyers with accessible VAT receipts — all from the view order details page.

PriceSpider launches an API to customize ecommerce shopping and analytics. PriceSpider, a provider of omnichannel selling tools, has launched API Accelerate Suite, featuring two integrations, Custom Commerce and Data Share. Custom Commerce enables brands to access PriceSpider’s omnichannel data to power personalized user experiences across brand-owned media. Data Share provides access to PriceSpider’s data, powered by Snowflake, to track product performance, shopper engagement, and sales.

Ad management platform Shirofune integrates LinkedIn Ads. Shirofune, a Japan-based advertising automation tool, has integrated with LinkedIn Ads. The integration allows advertisers to manage LinkedIn campaigns alongside other ad platforms, including Google, Facebook, Instagram, Amazon, Pinterest, TikTok, X, BigCommerce, and Shopify. Shirofune’s AI-powered platform automates budget allocation and bid adjustments on LinkedIn. It also features enhanced targeting capabilities with automated audience segmentation and performance tracking.

Home page of Shirofune

Shirofune

Google Launches AI Phone Assistant To Call Businesses For You via @sejournal, @MattGSouthern

Google has launched a new tool called “Ask For Me” that uses AI to help you make phone calls to local businesses.

“Ask For Me” is designed to streamline the process of calling multiple businesses to compare quotes and schedule appointments.

This feature is being rolled out first for auto repair shops and nail salons, and following this initial experiment, it may expand to other businesses.

“Ask For Me” is available to people in the United States who opt-in via Google’s Seach Labs.

How “Ask For Me” Works

If you’re located in the US, you can opt-in via the landing page.

Here’s what it looks like:

Screenshot from: labs.google.com/search/experiment/26, January 2025.

Clicking the toggle button will activate the “Try it out” button.

Screenshot from: labs.google.com/search/experiment/26, January 2025.

Clicking “Try it out” will send you to a list of example queries to try.

Screenshot from: labs.google.com/search/experiment/26, January 2025.

You can also manually enter queries like “oil change near me” or “nail salons nearby,” and look for the “Ask For Me” option.

Then, you’ll see a “Get Started” button, which prompts you to provide more details about your desired service.

Google’s AI will call local businesses on your behalf and summarize the results. This saves time by combining service quotes and scheduling options in one place.

Pilot Program

The pilot program focuses on auto services and nail salons. You can search for an oil change or a nail appointment, enter your preferences, and let Google handle the calls.

This feature uses the same technology as Google Duplex, which helps with restaurant reservations and updating business listings on Search and Maps.

Opt-Out Option

The “Ask For Me” feature is still in the testing phase, so it may not be available to everyone.

Businesses can choose not to receive automated calls if they prefer. Participating businesses will be informed about automated calls.

AI Data and Privacy Considerations

Like other AI tools, Google monitors and tracks how you use it. This includes your feedback, queries, and other engagement data.

Google says it uses human reviewers to check the quality of its AI-generated results.

All automated calls and data collection are explained to the person who receives the call.

What’s Next?

After opting in through Search Labs, search for “oil change near me” to test it out. You might get placed on a waitlist due to limited capacity, but once approved, you can experience how AI handles calls.

DeepSeek Terms Make Users Liable for Company’s Travel Expenses via @sejournal, @martinibuster

DeepSeek’s terms of use contain requirements that may make users reconsider using the app, as they could shift the balance between benefits and perceived risks by imposing significant financial obligations. One such requirement makes users liable for travel and litigation expenses if they violate the terms and the violation results in legal action.

Terms Of Use

Nobody reads the terms of use and sometimes businesses will have fun with that by burying Easter eggs in the terms to see how long it takes before someone notices. For example, Amazon used to have an acceptable use policy for a game engine they distributed that said they don’t apply in the event of an actual zombie apocalypse.

Here’s an excerpt from an archived Amazon TOS Easter egg:

“However, this restriction will not apply in the event of the occurrence (certified by the United States Centers for Disease Control or successor body) of a widespread viral infection transmitted via bites or contact with bodily fluids that causes human corpses to reanimate and seek to consume living human flesh, blood, brain or nerve tissue and is likely to result in the fall of organized civilization.”

But the terms of use published by DeepSeek in section 7.2 are no joke and users of the service and app should consider reading the them.

Users Liable For DeepSeek Travel Expenses

The section has three parts that are fairly standard.

The first part establishes their right to “independently” make decisions about moderating the use of their services including taking “measures against you.” Again, this is fairly standard.

“In response to your violation of these Terms or other service terms, DeepSeek reserves the right to independently judge and take measures against you, including issuing warnings, setting deadlines for correction, restricting account functions, suspending usage, closing accounts, prohibiting re-registration, deleting relevant content, etc., without the need for prior notification. We have the right to announce the results of the actions taken and, based on the actual circumstances, decide whether to restore usage.”

The second part affirms their right to keep records of activities that may violate laws or regulations and turn them over to the “competent authorities.”

“For behaviors suspected of violating laws and regulations or involving illegal activities, relevant records will be retained, and reports will be made to the competent authorities in accordance with the law, cooperating with their investigations.”

The following part shifts a load of legal liabilities on users, including travel expenses and the costs for collecting evidence and for paying fines.

It reads:

“You shall be solely responsible for any legal liabilities, claims, demands, or losses asserted by third parties resulting therefrom, and you shall compensate us for any losses incurred, including litigation fees, arbitration fees, attorney fees, notary fees, announcement fees, appraisal fees, travel expenses, investigation and evidence collection fees, compensation, liquidated damages, settlement costs, and administrative fines incurred in protecting our rights.”

DeepSeek Terms Do Not Override Consumer Legal Protections

A key point about DeepSeek’s terms of use is that there’s a section that says a consumer’s legal rights cannot be changed or taken away by agreeing to the terms of use. So any laws that protect a consumer cannot be overridden by agreeing to the terms of use.

DeepSeek’s terms affirms those legal rights:

“Nothing in these terms shall affect any statutory rights that you cannot contractually agree to alter or waive and are legally always entitled to as a consumer.”

Should You Delete The DeepSeek App?

I recently was messaging with friends who are a part of the digital marketing industry and they mentioned that they had downloaded the DeepSeek app because it’s a part of their business to be aware of the latest technologies. I showed them the above terms of use and one of my friends commented that this specific section went far beyond what they were comfortable with. Another friend in that conversation also decided to immediately deleted the app.

Terms of use are fairly comprehensive in what they cover, and it’s not unusual for companies to use them to shield themselves from legal consequences. However, because the company is based in China, where information control, censorship, and data transparency issues are well-documented, some may be more cautious, while others may see the benefits as outweighing any perceived risks.

Read the DeepSeek terms of use here.

Google To Migrate All reCAPTCHA Services To Cloud Platform via @sejournal, @MattGSouthern

Google is informing users that its reCAPTCHA service will migrate to Google Cloud by the end of the year.

An email states that all existing reCAPTCHA keys must be moved to Google Cloud projects.

WordPress developer Jeff Starr shared a screenshot of the email that was sent out.

Why Is Google Doing This?

Google says this move aims to bring all reCAPTCHA customers under one set of terms and pricing.

Additionally, Google wants to give developers access to new security features.

After the migration, you can immediately use dashboards in Google Cloud for analytics, monitoring, logging, and auditing.

Phased Rollout

The transition will occur in stages throughout the year.

You can expect to receive periodic email updates notifying you when existing keys are eligible for migration.

At that time, Google will automatically create a corresponding Google Cloud project and link the keys.

To avoid interruptions, Google recommends taking action early. You can proactively migrate keys from reCAPTCHA Classic to the Google Cloud environment by following the company’s guidelines.

For a visual guide on migrating your reCAPTCHA keys, you can refer to the following video:

What It Means For Businesses & Developers

  • Deadline: Complete all migrations by the end of 2025.
  • Pricing Model: reCAPTCHA will be free up to 10,000 assessments per month.
  • Enhanced Security: You will get better security and management tools with the new Google Cloud setup.
  • Action Required: If you use reCAPTCHA, start the migration process now to ensure a smooth transition and keep your protection against spam and abuse.

Tessa Hudson, Software Engineer at Google, confirms any usage below 10,000 assessments per month will remain free.

A post on the Google Cloud Community forums reads:

“There is no fee for migrating the key, however, your monthly usage may qualify for reCAPTCHA Standard or Enterprise. You will only be charged once you have reached 10,000 assessments each month. Any usage below this amount will remain free. If you have not set up billing on the Google Cloud project, you will receive an email at 10,000 assessments notifying you that your free assessments for the month have been used up and you will not receive reCAPTCHA scores for that key until the next month unless you enable billing.

The email you received should include your average usage for the past 3 months. You can input that number into this pricing calculator to get an idea of how much you will pay monthly if your usage stays the same. For more details on the different pricing tiers, please see our pricing table.

You can read more about how reCAPTCHA billing works here.”

Looking Ahead

If you want to keep using reCAPTCHA after this year, it’s important to plan ahead and move to the new system.

This will help avoid disruptions and allow you to take advantage of new security features.

Google Demand Gen Campaigns Just Got A Major Update via @sejournal, @brookeosmundson

Google is making big moves with its Demand Gen campaigns, thanks to the feedback of advertisers.

If you’re not familiar with Demand Gen campaigns, they originally launched in 2023. Shortly after, Google phased out Discovery Ads to transition them to this new campaign type.

Now, Demand Gen campaigns are getting a facelift as Google doubles down on this campaign type.

In this major announcement, Google is bringing expanded controls, enhanced creative capabilities, and new retail-focused features to advertisers.

Whether you’re already using Demand Gen or considering the switch, these updates provide more flexibility and powerful AI-driven tools to maximize campaign effectiveness.

Here’s everything you need to know.

More Control Over Where Your Ads Appear

One of the biggest changes is the introduction of expanded channel controls.

This allows advertisers to be more precise with where their Demand Gen ads appear.

Starting out in March 2025 as a full beta to everyone, advertisers can:

  • Choose specific placements across YouTube, Discover, and Gmail
  • Serve ads exclusively on YouTube Shorts for a vertical-first experience
  • Leverage Google Display Network (GDN) to extend reach across 3 million+ sites and apps.

Once rolled out, advertisers will be able to take advantage of the full available inventory for Demand Gen campaigns, which means this campaign type has the ability to reach 90% of the global internet population.

As with any new change to placement targeting options, it’s always a smart idea to double check campaign settings as these roll out. It’s unclear if new placements will automatically be eligible for inventory of if advertisers need to manually add them at the campaign level.

We will update more once Google provides clarification.

Stronger Creative Enhancements for Higher Engagement

Compelling ad creatives are at the heart of strong performance, which usually means multiple asset forms at scale.

To help advertisers scale their creative output, Google is rolling out several enhancements.

  • Vertical 9:16 image ads for YouTube Shorts: This update is coming late February 2025, allowing for a full-screen experience for users.
  • Automated video shortening: This update is rolling out in the next few weeks, allowing you to create shorter versions of your videos to optimize content on differing placements.
  • Improved ad creation workflow: Better video enhancement controls and external preview sharing for easier creative approvals.

These features allow marketers to refine their ads for different screen formats while maintaining the necessary creative flexibility.

Retail-Focused Features for More Seamless Shopping Experiences

Retailers who use Google Merchant Center can now take advantage of product feeds within Demand Gen campaigns, rolling out in the coming weeks.

This integration between Merchant Center and Demand Gen campaigns help enable:

  • Deeper product discovery. Consumers can now see full product details directly within the ads, and can toggle between product detail pages.
  • Local product availability. Showing real-time availability and product offers helps connect online shoppers to nearby store locations.
  • Omnichannel bidding. Optimize your campaigns for both online sales and in-store visits.

Google is also launching a beta for advertisers to integrate product feeds with local offers, making it easier to drive foot traffic and online conversions simultaneously.

New Reporting to Compare Demand Gen vs. Paid Social

A long-requested feature for cross-platform advertisers is here: new reporting columns in Google Ads!

These new columns will help marketers compare and analyze Demand Gen campaign performance directly with paid social efforts.

The new columns include:

  • View-through conversions to help align with social ad measurement.
  • Isolated Demand Gen impact reporting to differentiate from other Google campaigns.

The new reporting columns have already started to roll out globally, so be sure to keep an eye out if you’re already running Demand Gen campaigns.

The goal with new reporting measurement is to help provide better clarity on where budget allocations should go if you’re running cross-platform campaigns.

The Final Transition from Video Action Campaigns

While it’s not a new announcement that Google is phasing out Video Action campaigns, they did provide an updated timeline and how to transition those campaign types to Demand Gen campaigns.

  • March 2025: Google will launch an upgrade tool to transfer settings and historical learnings from Video Action campaigns to Demand Gen.
  • April 2025: Advertisers will no longer be able to create new Video Action campaigns.
  • July 2025: Google will begin automatically upgrading any remaining Video Action campaigns.

Advertisers who migrate early will retain full control over their settings and can take advantage of new Demand Gen features immediately.

What This Means for Advertisers

Google is doubling down on Demand Gen, giving advertisers more tools to optimize performance across YouTube, Display, and beyond.

These updates make Demand Gen more competitive with paid social platforms by offering precise placement controls, AI-powered creative enhancements, and robust shopping integrations.

It will be interesting to see how advertisers adapt to these changes and if platform budgets shift, especially amidst all the controversy around numerous paid social platforms.

If you haven’t experimented with Demand Gen yet, now might be the perfect time—especially before Video Action Campaigns disappear for good. The sooner you adapt, the more control you’ll have over your campaigns and performance outcomes in 2025.

You can read the full announcement from Google here.

seo enhancements
SEO automation: Tools and tips for SEO success

SEO is like a never-ending story. There are always things to do. And these things need your undivided attention, from keyword research to content audits and performance reporting. Many of these are repetitive, recurring, and time-consuming. And that’s why you need SEO automation. 

Table of contents

What is SEO automation?

By automating SEO, you use tools and software to do the repetitive optimization tasks for you. These tools don’t eliminate the need for a person to be involved, but they can do the heavy lifting. These tasks often contain data-heavy and time-consuming work. 

Think of all the manual work you must do to run an SEO campaign. You have to crawl your website for technical errors, do keyword research, track how your ranking develops, and generate insightful reports — important work but tedious. SEO automation tools take these tasks and do them for you. These tools work faster and more accurately than you do. As a result, you can focus on the fun stuff — the creative and strategic work. 

For example, you could manually try to find broken links on your site, but that would take forever. An automated tool can do that in minutes and provide a nice report. For your content, keyword research tools can generate a list of terms to target in just a few minutes. You’ll even get search volume data and information about the level of competition. 

The benefits of SEO automation

Automating your SEO has many advantages. Handing over repetitive tasks can save you a lot of time, leaving you with more time to work on your strategy and content. Automation is also more accurate in handling data, which leads to fewer errors and, thus, more dependable data. SEO automation streamlines your work and allows you to scale quickly once your site grows.

Tasks you can automate right now

Today, most SEO automation tools are designed to handle specific tasks. We’ll list the most common tasks you can automate.

Keyword research

Keyword research is the foundation of SEO. It is also very time-consuming to do manually. You’re looking at search volumes, competition, relevancy, and more, and you’ll have to make deductions from that. It’s not weird that almost everyone uses keyword research tools such as Semrush and Wincher to do the hard work.

Keyword research tools can automatically:

  • Generate lists with relevant keywords for your topic or niche.
  • Give essential supporting data such as search volume and difficulty.
  • Suggest related keywords that you can use to build up your.

Here’s an example. Let’s say you run a gardening blog. Keyword research tools like Semrush can identify not only popular keywords like “best gardening tools” but also related terms such as “gardening tool maintenance” or “best hoes for gardening in specific conditions.” These insights allow you to build content clusters that improve your site’s authority.   

Content optimization

Content optimization is another field in which SEO automation comes in. For instance, Yoast SEO can analyze your content to make sure it is properly optimized for search engines. An SEO tool like this gives feedback on:

  • How you use keywords in your content and suggest improvements to make.
  • How readable is your content, and are your sentences too complex?
  • Where and how you can add relevant links to other content on your site. 
  • Improvements to make to your meta descriptions and titles (with AI in Yoast SEO’s case)

Yoast SEO is a very popular plugin for WordPress and Shopify. It helps you optimize each post or page on your site to make it user-friendly, search-engine-friendly, and, of course, make that process as easy as possible.  

Website audits

Automatically auditing your website regularly is also a popular form of SEO automation. Such an audit can help you catch issues that might influence your site’s performance. These can include:

  • Broken links.
  • Slow loading speeds.
  • Missing meta tags.
  • Duplicate content.  

Tools like Screaming Frog or Sitebulb can perform these audits automatically. These tools even let you schedule recurring audits, so you’re always updated on your site’s health. In addition, the tools provide actionable reports that highlight what needs fixing.  

Rank tracking

There are many ways to gauge your site’s performance; one of the most important is to check its rankings. However, tracking your rankings manually is a lot of work. Luckily, rank-tracking tools such as Wincher, Semrush, and Ahrefs make this incredibly easy. These tools automate this process and provide you with regular updates on your keyword positions.  

Among the things these tools can track are:

  • Changes in your rankings over time.
  • The performance of specific target keywords.
  • Competitor rankings for similar keywords.  

You get all kinds of reporting for your rankings. Plus, with the built-in alerting systems, you are always on top of things without constantly monitoring them.

SEO reporting

Another part of your SEO work that can be automated is reporting. Building custom reports is grueling work that can take hours of precious time. Luckily, tools like Looker Studio can combine data from different sources, such as Google Analytics, Search Console, Semrush, and others, to build custom dashboards that update automatically.  

With proper SEO automation tools, you can create reusable templates for your reports, so you have something predefined to start from. These can also be generated automatically at scheduled times to save you even more time.   

How to get started with SEO automation

At one point, you will be ready to start automating your SEO workflow. But where do you start?

Find the tasks you need to automate

Think about your work and find the tasks that take the most time or recur most often. Such tasks are often the best options to automate. For example, if you spend much of your time on reporting, that would be a good option.  

Choose the right tools

Not all tools are created equal, so choose one that does what you want them to do. Here are some options, but there are many others.

  • Yoast SEO: Optimizes on-page SEO and provides content suggestions.  
  • Semrush: Offers keyword research, content outlines, and optimization
  • Google Search Console: Tracks performance and identifies site issues.  
  • Screaming Frog: Conducts in-depth site audits.  
  • Looker Studio: Automates reporting by integrating with Google Analytics and other data sources.  

Start small

Diving head-first into SEO automation might be exciting, but it will probably not end well. Please start small. Pick a couple of time-consuming tasks and see how you can make them more manageable and insightful. Once you see what works and what doesn’t, build from there.

Final thoughts on automating your SEO

SEO automation is a handy way to save time, improve data accuracy, and scale your work. We’re not looking to replace people but rather support them in their jobs. Tools can do many tasks, from keyword research to audits and data analysis. This leaves you more time for your high-impact work! 

Start small and experiment with a range of tools. You’ll find what works and what doesn’t, which will help you fine-tune your process. Ultimately, you want SEO automation to help you work smarter, not harder. 

Coming up next!

Ask An SEO: How Long Does It Take For Schema To Rank? via @sejournal, @rollerblader

This week’s Ask an SEO question comes from Mariya from Irinjalakuda, India, who asks:

“How much time does it take for schema to go live on a SERP?”

Great question Mariya, and an easy one to answer.

Schema “goes live” on a search engine ranking position immediately once the search engine has refreshed its current version of the page which includes a crawl and the index updating with the new code. Once this happens the new code with the schema deployed is shown.

For authoritative pages that get crawled and refreshed regularly, it could be a few hours. With newer sites, it could be a week or two. But schema does not help you rank. The job of schema is to help search engines know what the page is about, what is in each section of the page, and in some cases, why the page should be trusted.

A common misconception about schema is that it is a ranking signal or a magic bullet that helps you gain positions algorithmically.

It does not, adding FAQ schema (which was deprecated and is no longer used by Google at least) did not help you get featured in people also ask results. Instead, it would help search engines know when to add relevant questions under your site’s listing in the SERP which extended the depth of a listing.

If your pages are not already ranking, and the content quality is not good, schema isn’t going to help you. If you do have rankings, deploying proper schema may give you more visibility via featured snippets and rich results.

When FAQ schema did exist, the questions nested to your search result would help you stand out from the pack, so some users may click on your listing vs. the one above you because you were more visible.

Schema can also help recipe sites that have high trust and a great UX to get their recipes shown in a carousel.

If you have a page where the video is the predominant content on the page, and the video matches the topic including the title and H1, using video object schema will signal to the search engine that you have a video about that topic. That video may start to show up at the top of the search results, inside a “people also ask”, “things to know”, or videos search result.

That is where schema can help with SEO, but increased rankings from schema on its own are unlikely.

Schema isn’t there to help you rank, it is there to help search engines know:

  • What your page is about.
  • Who created the content or information within the page.
  • Which queries to show your pages for include informational, service and leads, ecommerce shopping, comparisons, and reviews, as well as music, images, videos, sounds, and media.
  • The types of visitors may have the best experience with that specific page or a section of the page.
  • Where you offer services, the times you offer them, and who they’re best for.

If you’re a local business, you can deploy area served schema to show the area you offer services for. If you operate during specific hours, and modify them for the holidays, this can be shown through schema.

Organization schema lets you associate your brand with your social media channels, reference third parties like wiki data to build associations with what your company or publication offers topically, and allow authors, executives, and others to show credibility if they’re known and notable.

But if your website is not a trusted resource, and your pages do not already rank, schema is not going to help you much. When you do have trust for your website, you still have to hope that the search engine will pay attention to the code and consider it. Knowledge panels for example could be influenced by schema, but also by third-party sites.

One thing I look for, after updating a page is the refresh and discover report in Google Search Console. Discover is when Google is looking to discover new pages, and refresh is when it is looking to see if you’ve updated the content of the page. The report contains a date, which is helpful.

Once it has been refreshed, look to see if any changes are currently showing up in search results. If you modified the title tag, for example, you could see when the new one begins showing, assuming Google doesn’t write its own for you. The same goes for the meta description. I also use tools like Semrush, Ahrefs, and Moz to show when featured snippets and rich results start to populate.

By paying attention to crawl data including discover and refresh, and making sure your site has a good user experience on every page, not just a few, chances are your schema is going to be picked up regularly, and even same day.

I hope this helps answer your question, and thank you for reading.

More resources: 


Featured Image: Paulo Bobita/Search Engine Journal