Filter Bubble: What Playbooks No Longer Serve You? via @sejournal, @Kevin_Indig

Last week, I relived an experience I first had in 2016: I went to bed thinking I’d wake up to our first female president but woke up to Trump.

One personal takeaway from the election result that’s very transferrable to organic growth is the mismatch between perception and reality. You think you’re connected to reality, but you’re actually not. A filter bubble.

Confirmation bias is the juice that gives filter bubbles life.

The most dangerous bias is being married to tactics or beliefs that have worked for a long time but have lost their efficacy.

A question I’ve been thinking about a lot in the last two years as AI disrupts our industry head to toe: Where am I too romantic about my work? What tactics have become empty bullets?

Lost Efficacy

Image Credit: Kevin Indig

Stackoverflow and Chegg have suffered from a structural decline in the last three years. Their business model worked until it didn’t, proudly presented by AI.

In the same vein, many content marketers and SEO pros still operate like it’s 2014: Pump out evergreen content prioritized by search volume and supported by masses of mediocre backlinks.

You might feel a cocktail of “still works” and “not new” reading this line, but in my work as an advisor, I still see a lot of money flowing into this stuff. Too much.

The most common response after months of work and tens of thousands of dollars invested is “SEO takes time.” Just wait and spend more money. But the returns never come. The consequence: wasted effort and eroding trust in leadership.

I see five filter bubbles in organic growth:

  1. Evergreen-focused content marketing.
  2. Direct-response mindset.
  3. Low-brand organic traffic.
  4. Volume link building.
  5. Forgoing customer research.

Content marketing is still well and alive but not in its original form.

Content Marketing Institute’s 2025 B2B report shows that over half of content marketers struggle to measure the results of their efforts and create content that leads to the desired action.

User behavior is complex and not linear. But when so many smart people struggle to measure impact, it raises the question of whether the problem is technology and resources or efficacy.

It doesn’t help that Google updates create instability. The way I phrased it in (Hard)Core Algorithm Updates:

“Google updates have become unpredictable instead of enforcing a straight line, which makes SEO less predictable as a channel.”

SEO can still be very ROI-positive, but it cannot succeed in a silo anymore.

Attention shifted from the open web to (social) content platforms like YouTube and LinkedIn. The soundbite that 40% of Gen Z use TikTok for Search instead of Google is not a feature issue but a generational shift.

Content platforms are all about engagement (see more), not a direct response (click out). Many leaders make the mistake of expecting transactional referral traffic and get disappointed, eventually leaving the playing field for others.

When you look closely, all popular platforms are about engagement.

Google is the last holdout, but AI turns Search into an engagement channel that is not incentivized to send users away because the answer is right there. Users click out to validate and verify but not to get information in the first place.

Engagement leads to awareness, and Google rewards brands that get a lot of searches with more non-branded searches.

If Google’s algorithms taught us one thing over the last two years, it’s that massive amounts of non-branded organic traffic need to be carried by brand (traffic).

In Favoritism, I showed how Google gives brands more visibility in most verticals. “Brand” has replaced links as a factor. They still matter, but not in volume. The ones that are hard to get have the biggest impact. How do you get them? Brand building activities:

  1. Funding rounds lead to TechCrunch backlinks.
  2. YouTube advertising leads to homepage links (if the product is good).
  3. Good reputation leads to publisher coverage.

None of this works without deeply understanding who you want to engage with.

The sad reality is that most marketing teams have no idea where to find customer research or have built ties to customers because performance marketing (metrics) worked too well for too long.

But now that brand is actually important again because it drives engagement (and vice versa), content needs to be inspired by the source: customers.

New Formula

Image Credit: Kevin Indig

The formula for preventing a November 6 surprise in organic growth: connection + authenticity + surround sound.

Connection

The fact that NotebookLM’s traffic surpassed Perplexity in the U.S. when it launched its podcast feature shows the power connection.

Whether you sell to consumers or companies, you sell to people, and the number one thing we crave is connection.

The reason podcasts and Reddit are so successful is because they’re connecting. The opposite of connection is scripted corporate content.

Nobody is interested in generic, faceless content – especially when Gen AI can give an equally good or better answer. But first-person, high-expertise content resonates.

Hearing someone in your ear is much more intimate than reading (as I’m writing this, I painfully remind myself to pivot to video).

An estimated 100 million U.S. Americans listen to a podcast at least once a week.

The projected advertising market value of $2 billion in the U.S. and $4 billion globally in 2024 seems too low when comparing the 48 million views to date Trump’s three-hour podcast with Joe Rogan amassed with the average 3.5 million daily views Fox gets.

The growth of people appending “Reddit” to their queries had grown for years before Google lined the domain up with visibility that matches demand.

Many don’t like the visibility Reddit gets in Search, but it’s a direct result of the desire to connect instead of browse websites.

Marching orders: There’s no doubt companies should invest in Reddit and podcasts.

Whether it’s advertising or organic campaigns, starting your own company podcast is not as important as the question of how you can connect with your audience on these platforms. A few ideas:

  1. An unpolished video of the founder telling the story of the company.
  2. AMAs or behind the scenes on Reddit.
  3. Host-read podcast ads.

The foundation is a deep understanding of what your customers value, their problems, and how they perceive you.

Authenticity

Creating content on engaging channels is not enough. It needs to be “authentic.” But what does that even mean?

I like Seth Godin’s definition: It’s about consistently proofing that who you are is who you say you are. It’s very hard to sell a fake version of yourself in a three-hour podcast. That’s why the format works.

We call a brand or a person authentic when they’re consistent, when they act the same way whether or not someone is looking. Someone is authentic when their actions are in alignment with what they promise.

As sad as it is, Trump’s personality was more important than his policy to voters. Both candidates got very active on the content platform, knowing that 4/10 young adults get their news from TikTok and brands with a strong approach to social media are 8x more likely to exceed revenue goals by +25% than competitors with low social maturity.

But Trump gained double as many followers and hashtag posts than Harris by recording videos with Gen Z influences like Adin Ross or Logan Paul.

Elections, like company Growth, don’t fail or succeed because of one thing, but social media is a gateway to consistently show up with the same story.

Marching orders: Extend brand guidelines beyond just the written word or usage of the company logo.

There needs to be a script for story points, messaging, and audience personas.

Identify employees who have what it takes to be the face(s) of the company on channels like YouTube or Reddit and put them front and center.

Surround Sound

When I speak at conferences, I usually stare into a sea of laptops or smartphones. I do the same when I watch a presentation. We’re constantly distracted and semi-listening.

As a result, connecting and being authentic is not enough to win; you need to be everywhere.

Trump saying crazy things gets him free exposure, and it has worked for him.

HubSpot has one of the most visible blogs in SaaS, but it bought newsletters and built a podcast network for a good reason: to create surround sound.

As the traditional media industry crumbles, companies build small media empires to market themselves.

Marching orders: Figure out where your audience is and double down. YouTube and podcasts are no-brainers. Be smart about content repurposing. Stay on story > stay on brand.

On Target

Today’s Growth landscape is fragmented and disrupted. Strategies that once guaranteed growth may now lead us astray.

Just as the 2024 election revealed a gulf between perception and reality, many in marketing and SEO are trapped in outdated tactics that feel comfortable but yield diminishing returns.

As AI reshapes content, the winning formula is clear: genuine connection, unwavering authenticity, and relentless surround sound forged on deep audience knowledge.

The question is no longer whether organic growth evolves but how rapidly you’ll adapt.


B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 [Research]

Podcast Listening Hits Record Highs

U.S. Podcast Advertising Revenue Study

Defining Authenticity

Trump’s savvy memes and flashy edits trounce Harris in war for precious views from young voters


Featured Image: Paulo Bobita/Search Engine Journal

What is ChatGPT Search (and how does it use Bing data)?

Last week, OpenAI launched ChatGPT Search — a new way to search the web using AI inside a chatbot interface. Thanks to the integration of Microsoft Bing real-time data and other interesting sources, this could challenge traditional search engines.

Table of contents

How does ChatGPT Search work?

ChatGPT Search is a helpful tool that makes it easier to find information with a little help from AI. It is connected to the web in real time and uses Bing’s index and other sources to show up-to-date results with source links.

It’s simple to use. Just click the globe icon to activate the web search feature. Ask a question about current events, for example, and ChatGPT will determine if it needs more information. If necessary, it will gather that information in the background.

It displays the generated results and the sources used in the chat window. The sidebar adds more context and includes links. These source links let you quickly verify the information, which makes it easier to check the trustworthiness of the results. They also provide a starting point for exploring the topic further.

ChatGPT shows the latest news on the 2024 COP29 conference, with proper links and more search results

OpenAI works with media organizations worldwide to make sure that ChatGPT Search delivers high-quality, relevant answers. These include the Associated Press, Axel Springer, Condé Nast, Financial Times, Hearst, Le Monde, News Corp, Prisa (El País), Reuters, The Atlantic, Time, etc.

Of course, because it is a chatbot, you can discuss the search results and ask it to clarify or expand on sections. It will also show images and whatever is relevant to the search. Things like weather, stocks, maps, and sports have their own graphic interface to communicate the results clearly.

Together, these make Search a useful and versatile tool for many topics and tasks, allowing you to access them without leaving your chat window.

ChatGPT Search vs. Google’s AI

Google’s AI Overviews appear at the top of search results, providing summaries from its extensive web index. Users can click on links to access more detailed web pages. For a more chat-like experience, Gemini is Google’s main ChatGPT competitor.

ChatGPT Search is part of the ChatGPT interface and allows for conversational interaction. It uses Bing’s index and other sources to provide real-time answers with source attributions. Users can ask follow-up questions, so the chat experience becomes very dynamic.

chatgpt search interface showing a tool tip for a link source pointing to yoast.com
ChatGPT Search shows links directly near the answer but also in the sidebar

Integration with Microsoft Bing

Microsoft Bing is central to how ChatGPT Search works. While it uses various sources, Bing is currently a major driving force. It is a huge data source that helps the AI deliver current and accurate information. Thanks to Bing’s index, ChatGPT gives users the latest details on various topics. If your site isn’t in Bing’s index, it won’t appear in ChatGPT’s results. So, getting your content indexed by Bing is crucial if you want it to be visible.

Bing’s index gives ChatGPT Search access to a wide range of information. Whether it’s news, weather, or financial data, Bing has an impressive database of topics. And while we’ve always seen the Microsoft search engine as less relevant than Google, this new collaboration puts it back in the spotlight.

Microsoft Bing doesn’t just play a technical role in the background. It has a big hand in how AI can help uncover and show information, which could help improve its position amongst the other search engines. Bing and ChatGPT Search want to change how we find and use information online.

chatgpt search showing an example of news about apple stocks, including a graph
Ask ChatGPT Search about recent developments in stocks, and you’ll get great insights

What does this mean for SEO?

Of course, incredible technology is irrelevant if no one uses it. So, whether or not OpenAI’s new search feature will reach a mass audience remains to be seen. Still, the introduction of ChatGPT Search should make you think about your AI and SEO strategy. With Microsoft’s search engine as one of its main data sources, it’s more important than ever to get your content indexed by Bing.

Simply put, your SEO work should include Bing alongside other major search engines. Optimizing for Bing increases the chances of your content appearing in ChatGPT Search.

You should regularly check your content’s indexing status on Bing. Bing Webmaster Tools is an excellent tool for identifying gaps in indexing. Fixing these issues helps make your content visible and findable by users across both Bing and ChatGPT platforms.

Paying more attention to Microsoft Bing in your SEO plan isn’t just about increasing visibility. It also helps your site prepare for other forms of AI search technology. As ChatGPT Search becomes more widely used, it will become even more important that your content reaches its intended audience — wherever it may be.

chatgpt search interface showing follow up questions for more specific answeres
As it’s a chatbot, you can simply ask questions if you are looking for specific topics or answers

New OpenAI crawler

OpenAI also gives us new options to control the visibility of our sites and content. ChatGPT Search comes with a new crawler — in addition to the existing GPTBot — that helps surface content show. OAI-SearchBot focuses on search tasks. It links to and displays websites in search results for the OpenAI search features. To have your site appear in search results, allow OAI-SearchBot in your robots.txt file. If you want to block it:

User-agent: OAI-SearchBot
Disallow: /

Remember that this crawler does not crawl content to train OpenAI’s generative AI models; it’s just for surfacing it.

Future developments

OpenAI plans to expand ChatGPT Search, making it more versatile and user-friendly. They aim to include features for shopping and travel queries. The goal is to give users recommendations and information within their ChatGPT interactions.

The company is also working on integrating these features with Advanced Voice Mode and Canvas, which would enable voice-activated searches and collaborative tasks. Combining all of these features makes it a very interactive, flexible tool.

ChatGPT Search could become a beloved tool for accessing information online. The search experience is already very exciting, with the ability to deliver real-time, context-rich answers. With the speed at which things move, we can expect more precise responses and interesting search features as the system learns and improves.

We’ll see improvements in more than just technology. If OpenAI keeps adding new partners, the content available through ChatGPT Search will continue to become richer and more comprehensive. These collaborations will supply high-quality information covering a broad range of topics.

chatgpt search interface showing the weather for seattle
ChatGPT Search has specific interfaces for specific pieces of news, like the weather

We’re heading into a new age with ChatGPT Search. This tool offers a very solid implementation of AI-powered search technology. Thanks to Microsoft Bing and other data sources from publishing partners, it offers a fast and efficient way to access information. We’ll see how the tool’s development goes, but it might redefine our search and SEO approach. As such, we’ll find new opportunities and strategies to help our readers uncover our content.

Coming up next!

Digital Marketers See Schema Structured Data Shifting Beyond SEO via @sejournal, @martinibuster

An interesting discussion emerged on Twitter inspired by an article written by Jono Alderson. The article proposes thinking about Schema.org structured data markup as a way for emerging AI technologies to better understand and surface published Internet content.

Schema.org Structured Data Markup

The content on a website is called unstructured data because there is no formal organized structure to it that labels each part of the content in a machine readable way. Structured data on the other hand is the exact same content but organized with labels that identify images, authors, and content so that a machine can immediately understand it.

Schema.org structured data markup is generally seen by publishers and the SEO community as something to use in order to make a web page eligible for rich results features in Google. That way of thinking is manifested in the many SEO and Schema.org WordPress plugins that are limited to outputting structured data that Google may use for surfacing rich results.

New AI technologies that can use structured data are here, requiring search marketers to consider a new approach to how structured data is deployed. What Jono encouraged in the article is to think of structured data as a way to create a “data-first foundation” that is ready for the near future.

The article proposes thinking of Schema.org markup as a way to communicate what a web page is about and how it relates to everything else on the website. Jono writes:

“But don’t shy away from building a connected graph of broader, “descriptive”” schema just because Google’s not showing an immediate return. These “descriptive” types and relationships might end up being the lifeline between your content and the AI models of the future.”

Jono tweeted about his article on X (formerly Twitter) and Martha van Berkel, founder of SchemaApp, agreed with Jono’s article that the role of Schema structured data markup is shifting.

She tweeted:

“I agree with you that the role of schema markup is changing. Building a knowledge graph to manage how your website/content is understood with schema, and then asking it questions will be more important than optimizing for Rich Results or for Google.”

Ammon Johns tweeted:

“The biggest issue with Schema is that it is largely just self-declaration, no different in essence to META content, and we know how reliable Google decided that stuff was. So Google will use it, but they are unlikely to fully trust it.”

Ammon is right of course that structured data can’t be blindly trusted. One way to solve that problem is to use a smaller index of high quality websites the wa Perplexity AI does.

Gagan Ghotra tweeted how they sometimes would like to expand their use of structured data but are limited by what the SEO and structured data tools offer.

Read Jono Alderson’s X discussion here.

Read Jono’s article:

What if Schema.org is just… Labels?

Featured Image by Shutterstock/PureSolution

4 New Techniques To Speed Up Your Website & Fix Core Web Vitals via @sejournal, @DebugBear

This post was sponsored by DebugBear. The opinions expressed in this article are the sponsor’s own.

Want to make your website fast?

Luckily, many techniques and guides exist to help you speed up your website.

In fact, just in the last year, several new browser features have been released that offer:

  • New ways to optimize your website.
  • New ways to identify causes of slow performance.

All within your browser.

So, this article looks at these new browser SEO features and how you can use them to pass Google’s Core Web Vitals assessment.

Why Website Performance Is Key For User Experience & SEO

Having a fast website will make your users happier and increase conversion rates.

But performance is also a Google ranking factor.

Google has defined three user experience metrics, called the Core Web Vitals:

  • Largest Contentful Paint: how quickly does page content appear?
  • Cumulative Layout Shift: does content move around after loading?
  • Interaction to Next Paint: how responsive is the page to user input?

For each of these metrics there’s a maximum threshold that shouldn’t be exceeded to pass the web vitals assessment.

Metric thresholds for Google Core Web Vitals, October 2024

1. Add Instant Navigation With “Speculation Rules”

New Key Definitions:

When websites are slow to load that’s usually because various resources have to be loaded from the website server. But what if there was a way to achieve instant navigations, where visitors don’t have to wait?

This year Chrome launched a new feature called speculation rules, which can achieve just that. After loading the initial page on a website, other pages can be preloaded in the background. Then, when the visitor clicks on a link, the new page appears instantly.

Best of all, this feature is easy to implement just by adding a

WordPress Elementor Addons Vulnerability Affects 400k Sites via @sejournal, @martinibuster

Wordfence issued an advisory on a vulnerability patched in the popular Happy Addons for Elementor plugin, installed on over 400,000 websites. The security flaw could allow attackers to upload malicious scripts that execute when browsers visit affected pages.

Happy Addons for Elementor

The Happy Addons for Elementor plugin extends the Elementor page builder with dozens of free widgets and features like image grids, a user feedback and reviews function, and custom navigation menus. A paid version of the plugin offers even more design functionalities that make it easy to create functional and attractive WordPress websites.

Stored Cross-Site Scripting (Stored XSS)

Stored XSS is a vulnerability typically occur when a theme or plugin doesn’t properly filter user inputs (called sanitization), allowing malicious scripts to be uploaded to the database and stored on the server itself. When a user visits the website the script downloads to the browser and executes actions like stealing browser cookies or redirecting the user to a malicious website.

The stored XSS vulnerability affecting the Happy Addons for Elementor plugin requires a hacker acquiring Contributor-level permissions (authentication), making it harder to take advantage of the vulnerability.

WordPress security company Wordfence rated the vulnerability 6.4 on a scale of 1 – 10, a medium threat level.

According Wordfence:

“The Happy Addons for Elementor plugin for WordPress is vulnerable to Stored Cross-Site Scripting via the before_label parameter in the Image Comparison widget in all versions up to, and including, 3.12.5 due to insufficient input sanitization and output escaping. This makes it possible for authenticated attackers, with Contributor-level access and above, to inject arbitrary web scripts in pages that will execute whenever a user accesses an injected page.”

Plugin users should consider updating to the latest version, currently 3.12.6, which contains a security patch for the vulnerability.

Read the Wordfence advisory:

Happy Addons for Elementor <= 3.12.5 – Authenticated (Contributor+) Stored Cross-Site Scripting via Image Comparison

Featured Image by Shutterstock/Red Cristal

What Africa needs to do to become a major AI player

Kessel Okinga-Koumu paced around a crowded hallway. It was her first time presenting at the Deep Learning Indaba, she told the crowd gathered to hear her, filled with researchers from Africa’s machine-learning community. The annual weeklong conference (‘Indaba’ is a Zulu word for gathering), was held most recently in September at Amadou Mahtar Mbow University in Dakar, Senegal. It attracted over 700 attendees to hear about—and debate—the potential of Africa-centric AI and how it’s being deployed in agriculture, education, health care, and other critical sectors of the continent’s economy.     

A 28-year-old computer science student at the University of the Western Cape in Cape Town, South Africa, Okinga-Koumu spoke about how she’s tackling a common problem: the lack of lab equipment at her university. Lecturers have long been forced to use chalkboards or printed 2D representations of equipment to simulate practical lessons that need microscopes, centrifuges, or other expensive tools. “In some cases, they even ask students to draw the equipment during practical lessons,” she lamented. 

Okinga-Koumu pulled a phone from the pocket of her blue jeans and opened a prototype web app she’s built. Using VR and AI features, the app allows students to simulate using the necessary lab equipment—exploring 3D models of the tools in a real-world setting, like a classroom or lab. “Students could have detailed VR of lab equipment, making their hands-on experience more effective,” she said. 

Established in 2017, the Deep Learning Indaba now has chapters in 47 of the 55 African nations and aims to boost AI development across the continent by providing training and resources to African AI researchers like Okinga-Koumu. Africa is still early in the process of adopting AI technologies, but organizers say the continent is uniquely hospitable to it for several reasons, including a relatively young and increasingly well-educated population, a rapidly growing ecosystem of AI startups, and lots of potential consumers. 

“The building and ownership of AI solutions tailored to local contexts is crucial for equitable development,” says Shakir Mohamed, a senior research scientist at Google DeepMind and cofounder of the organization sponsoring the conference. Africa, more than other continents in the world, can address specific challenges with AI and will benefit immensely from its young talent, he says: “There is amazing expertise everywhere across the continent.” 

However, researchers’ ambitious efforts to develop AI tools that answer the needs of Africans face numerous hurdles. The biggest are inadequate funding and poor infrastructure. Not only is it very expensive to build AI systems, but research to provide AI training data in original African languages has been hamstrung by poor financing of linguistics departments at many African universities and the fact that citizens increasingly don’t speak or write local languages themselves. Limited internet access and a scarcity of domestic data centers also mean that developers might not be able to deploy cutting-edge AI capabilities.

Attendees of Deep Learning Indaba 2024 in session hall on their computers

DEEP LEARNING INDABA 2024

Complicating this further is a lack of overarching policies or strategies for harnessing AI’s immense benefits—and regulating its downsides. While there are various draft policy documents, researchers are in conflict over a continent-wide strategy. And they disagree about which policies would most benefit Africa, not the wealthy Western governments and corporations that have often funded technological innovation.

Taken together, researchers worry, these issues will hold Africa’s AI sector back and hamper its efforts to pave its own pathway in the global AI race.          

On the cusp of change

Africa’s researchers are already making the most of generative AI’s impressive capabilities. In South Africa, for instance, to help address the HIV epidemic, scientists have designed an app called Your Choice, powered by an LLM-based chatbot that interacts with people to obtain their sexual history without stigma or discrimination. In Kenya, farmers are using AI apps  to diagnose diseases in crops and increase productivity. And in Nigeria, Awarri, a newly minted AI startup, is trying to build the country’s first large language model, with the endorsement of the government, so that Nigerian languages can be integrated into AI tools. 

The Deep Learning Indaba is another sign of how Africa’s AI research scene is starting to flourish. At the Dakar meeting, researchers presented 150 posters and 62 papers. Of those, 30 will be published in top-tier journals, according to Mohamed. 

Meanwhile, an analysis of 1,646 publications in AI between 2013 and 2022 found “a significant increase in publications” from Africa. And Masakhane, a cousin organization to Deep Learning Indaba that pushes for natural-language-processing research in African languages, has released over 400 open-source models and 20 African-language data sets since it was founded in 2018. 

“These metrics speak a lot to the capacity building that’s happening,” says Kathleen Siminyu, a computer scientist from Kenya, who researches NLP tools for her native Kiswahili. “We’re starting to see a critical mass of people having basic foundational skills. They then go on to specialize.”      

She adds: “It’s like a wave that cannot be stopped.”   

Khadija Ba, a Senegalese entrepreneur and investor at the pan-African VC fund P1 Ventures who was at this year’s conference, says that she sees African AI startups as particularly attractive because their local approaches have potential to be scaled for the global market. African startups often build solutions in the absence of robust infrastructure, yet “these innovations work efficiently, making them adaptable to other regions facing similar challenges,” she says. 

In recent years, funding in Africa’s tech ecosystem has picked up: VC investment totaled $4.5 billion last year, more than double what it was just five years ago, according to a report by the African Private Capital Association. And this October, Google announced a $5.8 million commitment to support AI training initiatives in Kenya, Nigeria, and South Africa. But researchers say local funding remains sluggish. Take the Google-backed fund rolled out, also in October, in Nigeria, Africa’s most populous country. It will pay out $6,000 each to 10 AI startups—not even enough to purchase the equipment needed to power their systems.

Lilian Wanzare, a lecturer and NLP researcher at Maseno University in Kisumu, Kenya, bridles at African governments’ lackadaisical support for local AI initiatives and complains as well that the government charges exorbitant fees for access to publicly generated data, hindering data sharing and collaboration. “[We] researchers are just blocked,” she says. “The government is saying they’re willing to support us, but the structures have not been put in place for us.”

Language barriers 

Researchers who want to make Africa-centric AI don’t face just insufficient local investment and inaccessible data. There are major linguistic challenges, too.  

During one discussion at the Indaba, Ife Adebara, a Nigerian computational linguist, posed a question: “How many people can write a bachelor’s thesis in their native African language?” 

Zero hands went up. 

Then the audience disintegrated into laughter.   

Africans want AI to speak their local languages, but many Africans cannot speak and write in these languages themselves, Adebara said.      

Although Africa accounts for one-third of all languages in the world, many oral languages are slowly disappearing, their population of native speakers declining. And LLMs developed by Western-based tech companies fail to serve African languages; they don’t understand locally relevant context and culture. 

For Adebara and others researching NLP tools, the lack of people who have the ability to read and write in African languages poses a major hurdle to development of bespoke AI-enabled technologies. “Without literacy in our local languages, the future of AI in Africa is not as bright as we think,” she says.      

On top of all that, there’s little machine-readable data for African languages. One reason is that linguistic departments in public universities are poorly funded, Adebara says, limiting linguists’ participation in work that could create such data and benefit AI development. 

This year, she and her colleagues established EqualyzAI, a for-profit company seeking to preserve African languages through digital technology. They have built voice tools and AI models, covering about 517 African languages.       

Lelapa AI, a software company that’s building data sets and NLP tools for African languages, is also trying to address these language-specific challenges. Its cofounders met in 2017 at the first Deep Learning Indaba and launched the company in 2022. In 2023, it released its first AI tool, Vulavula, a speech-to-text program that recognizes several languages spoken in South Africa. 

This year, Lelapa AI released InkubaLM, a first-of-its-kind small language model that currently supports a range of African languages: IsiXhosa, Yoruba, Swahili, IsiZulu, and Hausa. InkubaLM can answer questions and perform tasks like English translation and sentiment analysis. In tests, it performed as well as some larger models. But it’s still in early stages. The hope is that InkubaLM will someday power Vulavula, says Jade Abbott, cofounder and chief operating officer of Lelapa AI. 

“It’s the first iteration of us really expressing our long-term vision of what we want, and where we see African AI in the future,” Abbott says. “What we’re really building is a small language model that punches above its weight.”

InkubaLM is trained on two open-source data sets with 1.9 billion tokens, built and curated by Masakhane and other African developers who worked with real people in local communities. They paid native speakers of languages to attend writing workshops to create data for their model.

Fundamentally, this approach will always be better, says Wanzare, because it’s informed by people who represent the language and culture.

A clash over strategy

Another issue that came up again and again at the Indaba was that Africa’s AI scene lacks the sort of regulation and support from governments that you find elsewhere in the world—in Europe, the US, China, and, increasingly, the Middle East. 

Of the 55 African nations, only seven—Senegal, Egypt, Mauritius, Rwanda, Algeria, Nigeria, and Benin—have developed their own formal AI strategies. And many of those are still in the early stages.  

A major point of tension at the Indaba, though, was the regulatory framework that will govern the approach to AI across the entire continent. In March, the African Union Development Agency published a white paper, developed over a three-year period, that lays out this strategy. The 200-page document includes recommendations for industry codes and practices, standards to assess and benchmark AI systems, and a blueprint of AI regulations for African nations to adopt. The hope is that it will be endorsed by the heads of African governments in February 2025 and eventually passed by the African Union.  

But in July, the African Union Commission in Addis Ababa, Ethiopia, another African governing body that wields more power than the development agency, released a rival continental AI strategy—a 66-page document that diverges from the initial white paper. 

It’s unclear what’s behind the second strategy, but Seydina Ndiaye, a program director at the Cheikh Hamidou Kane Digital University in Dakar who helped draft the development agency’s white paper, claims it was drafted by a tech lobbyist from Switzerland. The commission’s strategy calls for African Union member states to declare AI a national priority, promote AI startups, and develop regulatory frameworks to address safety and security challenges. But Ndiaye expressed concerns that the document does not reflect the perspectives, aspirations, knowledge, and work of grassroots African AI communities. “It’s a copy-paste of what’s going on outside the continent,” he says.               

Vukosi Marivate, a computer scientist at the University of Pretoria in South Africa who helped found the Deep Learning Indaba and is known as an advocate for the African machine-learning movement, expressed fury over this turn of events at the conference. “These are things we shouldn’t accept,” he declared. The room full of data wonks, linguists, and international funders brimmed with frustration. But Marivate encouraged the group to forge ahead with building AI that benefits Africans: “We don’t have to wait for the rules to act right,” he said.  

Barbara Glover, a program manager for the African Union Development Agency, acknowledges that AI researchers are angry and frustrated. There’s been a push to harmonize the two continental AI strategies, but she says the process has been fractious: “That engagement didn’t go as envisioned.” Her agency plans to keep its own version of the continental AI strategy, Glover says, adding that it was developed by African experts rather than outsiders. “We are capable, as Africans, of driving our own AI agenda,” she says.       

crowd of attendees mingle around display booths at Deep Learning Indaba 2024. Booth signs for Mila, Meta and OpenAI can be seen in the frame.

DEEP LEARNING INDABA 2024

This all speaks to a broader tension over foreign influence in the African AI scene, one that goes beyond any single strategic document. Mirroring the skepticism toward the African Union Commission strategy, critics say the Deep Learning Indaba is tainted by its reliance on funding from big foreign tech companies; roughly 50% of its $500,000 annual budget comes from international donors and the rest from corporations like Google DeepMind, Apple, Open AI, and Meta. They argue that this cash could pollute the Indaba’s activities and influence the topics and speakers chosen for discussion. 

But Mohamed, the Indaba cofounder who is a researcher at Google DeepMind, says that “almost all that goes back to our beneficiaries across the continent,” and the organization helps connect them to training opportunities in tech companies. He says it benefits from some of its cofounders’ ties with these companies but that they do not set the agenda.

Ndiaye says that the funding is necessary to keep the conference going. “But we need to have more African governments involved,” he says.     

To Timnit Gebru, founder and executive director at the nonprofit Distributed AI Research Institute (DAIR), which supports equitable AI research in Africa, the angst about foreign funding for AI development comes down to skepticism of exploitative, profit-driven international tech companies. “Africans [need] to do something different and not replicate the same issues we’re fighting against,” Gebru says. She warns about the pressure to adopt “AI for everything in Africa,” adding that there’s “a lot of push from international development organizations” to use AI as an “antidote” for all Africa’s challenges.       

Siminyu, who is also a researcher at DAIR, agrees with that view. She hopes that African governments will fund and work with people in Africa to build AI tools that reach underrepresented communities—tools that can be used in positive ways and in a context that works for Africans. “We should be afforded the dignity of having AI tools in a way that others do,” she says.     

Science and technology stories in the age of Trump

Rather than analyzing the news this week, I thought I’d lift the hood a bit on how we make it. 

I’ve spent most of this year being pretty convinced that Donald Trump would be the 47th president of the United States. Even so, like most people, I was completely surprised by the scope of his victory. By taking the lion’s share not just in the Electoral College but also the popular vote, coupled with the wins in the Senate (and, as I write this, seemingly the House) and ongoing control of the courts, Trump has done far more than simply eke out a win. This level of victory will certainly provide the political capital to usher in a broad sweep of policy changes.

Some of these changes will be well outside our lane as a publication. But very many of President-elect Trump’s stated policy goals will have direct impacts on science and technology. Some of the proposed changes would have profound effects on the industries and innovations we’ve covered regularly, and for years. When he talks about his intention to end EV subsidies, hit the brakes on FTC enforcement actions on Big Tech, ease the rules on crypto, or impose a 60 percent tariff on goods from China, these are squarely in our strike zone and we would be remiss not to explore the policies and their impact in detail. 

And so I thought I would share some of my remarks from our edit meeting on Wednesday morning, when we woke up to find out that the world had indeed changed. I think it’s helpful for our audience if we are transparent and upfront about how we intend to operate, especially over the next several months that will likely be, well, chaotic. 

This is a moment when our jobs are more important than ever. There will be so much noise and heat out there in the coming weeks and months, and maybe even years. The next six months in particular will be a confusing time for a lot of people. We should strive to be the signal in that noise. 

We have extremely important stories to write about the role of science and technology in the new administration. There are obvious stories for us to take on in regards to climate, energy, vaccines, women’s health, IVF, food safety, chips, China, and I’m sure a lot more, that people are going to have all sorts of questions about. Let’s start by making a list of questions we have ourselves. Some of the people and technologies we cover will be ascendant in all sorts of ways. We should interrogate that power.  It’s important that we take care in those stories not to be speculative or presumptive. To always have the facts buttoned up. To speak the truth and be unassailable in doing so.

Do we drop everything and only cover this? No. But it will certainly be a massive story that affects nearly all others.

This election will be a transformative moment for society and the world. Trump didn’t just win, he won a mandate. And he’s going to change the country and the global order as a result.  The next few weeks will see so much speculation as to what it all means. So much fear, uncertainty, and doubt. There is an enormous amount of bullshit headed down the line. People will be hungry for sources they can trust. We should be there for that. Let’s leverage our credibility, not squander it. 

We are not the resistance. We just want to tell the truth. So let’s take a breath, and then go out there and do our jobs.

I like to tell our reporters and editors that our coverage should be free from either hype or cynicism. I think that’s especially true now. 

I’m also very interested to hear from our readers: What questions do you have? What are the policy changes or staffing decisions you are curious about? Please drop me a line at mat.honan@technologyreview.com I’m eager to hear from you. 

If someone forwarded you this edition of The Debrief, you can subscribe here.


Now read the rest of The Debrief

The News

Palmer Luckey, who was ousted from Facebook over his support for the last Trump administration and went into defense contracting, is poised to grow in influence under a second administration. He recently talked to MIT Technology Review about how the Pentagon is using mixed reality.

• What does Donald Trump’s relationship with Elon Musk mean for the global EV industry?

• The Biden administration was perceived as hostile to crypto. The industry can likely expect friendlier waters under Trump

• Some counter-programming: Life seeking robots could punch through Europa’s icy surface

• And for one more big take that’s not related to the election: AI vs quantum. AI could solve some of the most interesting scientific problems before big quantum computers become a reality


The Chat

Every week I’ll talk to one of MIT Technology Review’s reporters or editors to find out more about what they’ve been working on. This week, I chatted with Melissa Heikkilä about her story on how ChatGPT search paves the way for AI agents.

Mat: Melissa, OpenAI rolled out web search for ChatGPT last week. It seems pretty cool. But you got at a really interesting bigger picture point about it paving the way for agents. What does that mean?

Melissa: Microsoft tried to chip away at Google’s search monopoly with Bing, and that didn’t really work. It’s unlikely OpenAI will be able to make much difference either. Their best bet is try to get users used to a new way of finding information and browsing the web through virtual assistants that can do complex tasks. Tech companies call these agents. ChatGPT’s usefulness is limited by the fact that it can’t access the internet and doesn’t have the most up to date information. By integrating a really powerful search engine into the chatbot, suddenly you have a tool that can help you plan things and find information in a far more comprehensive and immersive way than traditional search, and this is a key feature of the next generation of AI assistants.

Mat: What will agents be able to do?

Melissa: AI agents can complete complex tasks autonomously and the vision is that they will work as a human assistant would — book your flights, reschedule your meetings, help with research, you name it. But I wouldn’t get too excited yet. The cutting-edge of AI tech can retrieve information and generate stuff, but it still lacks the reasoning and long-term planning skills to be really useful. AI tools like ChatGPT and Claude also can’t interact with computer interfaces, like clicking at stuff, very well. They also need to become a lot more reliable and stop making stuff up, which is still a massive problem with AI. So we’re still a long way away from the vision becoming reality! I wrote an explainer on agents a little while ago with more details.

Mat: Is search as we know it going away? Are we just moving to a world of agents that not only answer questions but also accomplish tasks?

Melissa: It’s really hard to say. We are so used to using online search, and it’s surprisingly hard to change people’s behaviors. Unless agents become super reliable and powerful, I don’t think search is going to go away.

Mat: By the way, I know you are in the UK. Did you hear we had an election over here in the US?

Melissa: LOL


The Recommendation

I’m just back from a family vacation in New York City, where I was in town to run the marathon. (I get to point this out for like one or two more weeks before the bragging gets tedious, I think.) While there, we went to see The Outsiders. Chat, it was incredible. (Which maybe should go without saying given that it won the Tony for best musical.) But wow. I loved the book and the movie as a kid. But this hit me on an entirely other level. I’m not really a cries-at-movies (or especially at musicals) kind of person but I was wiping my eyes for much of the second act. So were very many people sitting around me. Anyway. If you’re in New York, or if it comes to your city, go see it. And until then, the soundtrack is pretty amazing on its own. (Here’s a great example.)

The Download: AI in Africa, and reporting in the age of Trump

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.

What Africa needs to do to become a major AI player

Africa is still early in the process of adopting AI technologies. But researchers say the continent is uniquely hospitable to it for several reasons, including a relatively young and increasingly well-educated population, a rapidly growing ecosystem of AI startups, and lots of potential consumers. 

However, ambitious efforts to develop AI tools that answer the needs of Africans face numerous hurdles. The biggest are inadequate funding and poor infrastructure. Limited internet access and a scarcity of domestic data centers also mean that developers might not be able to deploy cutting-edge AI capabilities. Complicating this further is a lack of overarching policies or strategies for harnessing AI’s immense benefits—and regulating its downsides.

Taken together, researchers worry, these issues will hold Africa’s AI sector back and hamper its efforts to pave its own pathway in the global AI race. Read the full story.

—Abdullahi Tsanni

Science and technology stories in the age of Trump

—Mat Honan

I’ve spent most of this year being pretty convinced that Donald Trump would be the 47th president of the United States. Even so, like most people, I was completely surprised by the scope of his victory. This level of victory will certainly provide the political capital to usher in a broad sweep of policy changes.

Some of these changes will be well outside our lane as a publication. But very many of President-elect Trump’s stated policy goals will have direct impacts on science and technology. 

So I thought I would share some of my remarks from our edit meeting on Wednesday morning, when we woke up to find out that the world had indeed changed. Read the full story.

This story is from The Debrief, the weekly newsletter from our editor in chief Mat Honan. Sign up to receive it in your inbox every Friday.

The must-reads

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

1 Canada has recorded its first known bird flu case in a human 
Officials are investigating how the teenager was exposed to the virus. (NPR)
+ Canada insists that the risk to the public remains low. (Reuters)
+ Why virologists are getting increasingly nervous about bird flu. (MIT Technology Review)

2 How MAGA became a rallying call for young men
The Republicans’ online strategy tapped into the desires of disillusioned Gen Z men. (WP $)
+ Elon Musk is assembling a list of favorable would-be Trump advisors. (FT $)

3 Trump’s victory is a win for the US defense industry
Palmer Luckey’s Anduril is anticipating a lucrative next four years. (Insider $)
+ Here’s what Luckey has to say about the Pentagon’s future of mixed reality. (MIT Technology Review)
+ Traditional weapons are being given AI upgrades. (Wired $)

4 This year is highly likely to be the hottest on record
This week’s Cop29 climate summit will thrash out future policies. (The Guardian)
+ A little-understood contributor to the weather? Microplastics. (Wired $)
+ Trump’s win is a tragic loss for climate progress. (MIT Technology Review)

5 Ukraine is scrambling to repair its power stations
Workers are dismantling plants to repair other stations hit by Russian attacks. (WSJ $)
+ Meet the radio-obsessed civilian shaping Ukraine’s drone defense. (MIT Technology Review)

6 We need better ways to evaluate LLMs
Tech giants are coming up with better methods of measuring these systems. (FT $)
+ The improvements in the tech behind ChatGPT appear to be slowing. (The Information $)
+ AI hype is built on high test scores. Those tests are flawed. (MIT Technology Review)

7 FTX is suing crypto exchange Binance
It claims Sam Bankman-Fried fraudulently transferred close to $1.8 billion to Binance in 2021. (Bloomberg $)
+ Meanwhile, bitcoin is surging to new record heights. (Reuters)

8 What we know about tech and loneliness
While there’s little evidence tech directly makes us lonely, there’s a strong correlation between the two. (NYT $)

9 What’s next for space policy in the US
If one person’s interested in the cosmos, it’s Elon Musk. (Ars Technica)

10 Could you save the Earth from a killer asteroid?
It’s a game that’s part strategy, part luck. (New Scientist $)
+ Earth is probably safe from a killer asteroid for 1,000 years. (MIT Technology Review)

Quote of the day

“‘Conflict of interest’ seems rather quaint.”

—Gita Johar, a professor at Columbia Business School, tells the Guardian about Donald Trump and Elon Musk’s openly transactional relationship.

The big story

Quartz, cobalt, and the waste we leave behind

May 2024

It is easy to convince ourselves that we now live in a dematerialized ethereal world, ruled by digital startups, artificial intelligence, and financial services.

Yet there is little evidence that we have decoupled our economy from its churning hunger for resources. We are still reliant on the products of geological processes like coal and quartz, a mineral that’s a rich source of the silicon used to build computer chips, to power our world.

Three recent books aim to reconnect readers with the physical reality that underpins the global economy. Each one fills in dark secrets about the places, processes, and lived realities that make the economy tick, and reveals just how tragic a toll the materials we rely on take for humans and the environment. Read the full story.

—Matthew Ponsford

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 tweet ’em at me.)

+ Oscars buzz has already begun, and this year’s early contenders are an interesting bunch.
+ This sweet art project shows how toys age with love ❤
+ Who doesn’t love pretzels? Here’s how to make sure they end up with the perfect fluffy interior and a glossy, chewy crust.
+ These images of plankton are really quite something.

Dynamic Search Ads Tap Informational Queries

Dynamic Search Ads have a long history of helping advertisers show for queries they haven’t bid on. Merchants with thousands of constantly changing products cannot realistically create ads for every item. DSAs fill this gap by allowing Google to crawl websites and display dynamic ads when they are relevant to a search query.

For instance, a merchant may bid on the keyword “window curtains” but not “blue rod pocket curtain panel,” as this query is specific and presumably has a low search volume.

I first addressed DSAs in 2021. They often attract unqualified traffic, regardless of how the campaigns are optimized. Google decides which queries trigger the ads, rather than advertisers selecting specific keywords. Fortunately, the cost-per-click for DSA campaigns is generally lower than traditional Search.

Lower CPCs enable more clicks for a given budget, ideally resulting in more conversions and revenue. While DSA campaigns may not be as efficient as Search, they can nonetheless generate conversions unavailable through other channels.

Versatile DSAs

Utilizing DSAs to focus on the depth of product pages is essential. However, there is another strategy that can lead to both short- and long-term success. By targeting blog and resource pages, we can drive top-of-funnel traffic. The approach can garner newsletter and other soft conversions to nurture potential buyers.

A Wayfair DSA campaign, for example, could promote its inventory of household sinks and target pages with “sinks” (or equivalent) in the URL.

A Wayfair DSA campaign could target pages with “sinks” (or equivalent) in the URL.

But Wayfair publishes additional sink-related content beyond product detail pages. Its “Ideas & Advice” section answers common questions and includes articles on different types of sinks. Users in research mode could find the articles extremely valuable. Hence Wayfair should consider a separate campaign to promote that content.

A campaign targeting pages containing an “ideas-and-advice” keyword could promote blogs and similar informational sections.

The original DSA campaign targeting “sinks” in the URL required a negative target for any pages containing “ideas and advice” in the URL. This tells Google not to direct traffic to those informational article pages in the product-based campaign. The goal is to ensure that informational queries only lead to the articles. It’s crucial for any DSA campaign to monitor the search query report for appropriate negative keywords.

Informational queries do not have buying intent, but the articles and guides should direct searchers to the next steps. Wayfair’s pages include links to other resources and product pages (for purchase). For example, a Wayfair article titled “What Is a Drop-In Sink?” describes the materials and links to product pages of stainless steel and porcelain sinks.

Furthermore, visitors landing on article pages are retargeting candidates. Having provided those visitors with helpful info, an advertiser can convert them to customers via retargeting ads. That’s why blog pages should include a newsletter signup call-to-action. Upload email lists to Google and then target those subscribers.

Screenshot of the section in Wayfair's article linking to stainless steel and porcelain product pages.

Wayfair’s article “What Is a Drop-In Sink?” links to product pages of stainless steel and porcelain sinks.

Thinking Ahead

Advertisers must find new strategies when search saturation occurs. One effective tactic is to target broader informational queries. Display and programmatic ads, while essential for brand growth, do not typically deliver strong initial returns. Combining informational DSA campaigns, landing page newsletter CTAs, and focused remarketing can drive additional revenue.

Google Rolls Out November 2024 Core Algorithm Update via @sejournal, @MattGSouthern

Google has released its latest broad core algorithm update for November 2024. This update continues Google’s refinement of search systems to enhance the quality of results.

On X, Google states:

“Today we released the November 2024 core update. We’ll add it to our ranking release history page in the near future and update when the rollout is complete.”

Core Updates Explained

These algorithmic changes, which Google implements several times annually, are designed to improve the overall search experience by reassessing how content is evaluated and ranked.

Unlike targeted updates, core updates affect search results globally across all regions and languages.

What You Should Know

According to Google’s documentation, most websites may not notice significant changes from core updates.

However, some sites might experience notable shifts in search rankings and traffic.

Google recommends that site owners who observe ranking changes should:

  • Wait until the update is completed before analyzing the impact
  • Compare traffic data from before and after the update in Search Console
  • Pay special attention to pages experiencing major position drops (particularly those falling more than 20+ positions)
  • Evaluate content quality using Google’s self-assessment guidelines
  • Focus on sustainable improvements rather than quick fixes

Recovery & Response

For sites affected by the update, Google emphasizes that recovery may take time—potentially several months—as its systems learn and validate improvements.

Specific changes aren’t guaranteed to result in ranking recoveries. Google emphasizes that search results are dynamic due to evolving user expectations and continuous web content updates.

Site owners can monitor the rollout’s completion status through Google’s Search Status Dashboard.

As with previous core updates, Google is expected to announce when the rollout, which typically takes about two weeks, has finished.

Looking Ahead

This marks Google’s final confirmed core update for 2024, following previous algorithmic changes throughout the year.

We will closely assess the impact as the update rolls out across Google’s search results.


Featured Image: Salarko/Shutterstock