Ask A PPC: What Are Learning Periods In Digital Marketing? via @sejournal, @navahf

Most ad platforms have something called a “learning period.” This is not a period for the marketer to observe and learn from the performance. Instead, it’s a period of time ranging from 48 hours to two to four weeks when the ad platform is learning how the campaigns should behave based on conversion rates and auction prices of targets.

There is a lot of debate in the industry around learning periods and how much they impact or don’t impact performance at various stages of an account’s life. This post will:

  • Outline exactly what’s covered in learning periods.
  • What can reset learning periods, and whether you should be concerned about that.
  • Strategies to work with learning periods at various stages of an account.

Note: This is written by a Microsoft employee, and the content is intended to be a platform-agnostic take on learning periods.

What Is Covered In Learning Periods?

Learning periods revolve mostly around conversion tracking and bidding. However, they can also be impacted by ad creative.

Campaigns in learning periods might under- or overbid in the first few days of going live. This is because the algorithm is learning what auction prices (CPCs or CPMs) will serve the campaign based on the targets chosen. However, if the campaign is in an older account, it might clear this learning faster. Additionally, if there is a lot of data (either historical data from other campaigns or spend to gather data more quickly) it’s possible to clear learning periods faster.

Ad creative learning periods revolve around which creative is served more often and paired with other supplied creative. While you can pin creative to force it to serve in specific spots, that may limit the placements available to you.

What Triggers Learning Periods And How Concerned Should You Be?

Lots of things can trigger learning periods, though how “severe” the learning period is depends on historical data as well as the specific changes being made.

Here is a list of common actions a marketer can take that would trigger learning periods:

  • Pausing a campaign for more than 72 hours.
  • Changing the budget more than 15% in a 7-day period.
  • Pausing a keyword/ad that has conversions to launch a new one.
  • Changing TCPA/TROAS goals (especially if they are large changes).
  • Adding a new campaign (learning period contained in the new campaign).

Note that changing creative in an existing ad, as well as small pauses, are not enough to trigger a learning period. This is because there’s enough data to counteract a small interruption.

However, if you’re making changes to all creative, that creative will still need to go through editorial. If you will be making that kind of wholesale change to an ad, it might be better to create a new ad and then change the rotation to rotate indefinitely.

Learning periods typically mean spend fluctuation (i.e., spending more per click or not serving as often as you were before). Ideally, you would make any needed changes to your campaigns before a major event like seasonal shopping events or major times for your service. However, if you can’t avoid those changes, these are the signs to look for that you might need to build in an extra 15-20% “learning period budget” to clear it faster:

  1. Impression share lost to rank goes up by more than 30%. If your impression share lost to rank is on the rise, that’s a sign you’re being forced to underbid for your targets. This is very common in learning periods as ad platforms wrestle with new conversion data.
  2. Average CPCs rise/fall by ~50%. While related to impression share, the most obvious sign of learning periods is fluctuating CPCs. Many understandably find it frustrating when CPCs rise, the more insidious change is when they drop. This is a sign you’re likely not serving for previously attainable queries.
  3. Drops in CTR, especially if drops in conversion rate follow. Learning periods in creative mean your headlines, descriptions, image assets, and other components of your ads may not serve in ideal pairings. If your ad was previously getting decent CTR and that has fallen, it could be a sign that learning periods are causing less-than-ideal pairings. This also could be a sign that the creative you’re testing are not ideal.

How To Work With Learning Periods At All Stages Of An Account

It’s important to put learning periods in context: They’re not monsters, and they’re not imaginary. They’re akin to taking a nap in the middle of the day or taking it easy if you get a migraine. Successful account management requires us to work with learning periods, but not allow them to dominate our strategy.

In new accounts, it’s fair to be fearless. Everything is new, and there’s a built-in expectation that campaigns will take extra time to ramp up. This is the time to make any needed changes and be bold in structure choices. Once the account finds its rhythm (i.e., consistent conversion volumes), it will be much harder to make bigger changes without initiating learning periods.

Accounts with at least 90 days of data should embrace the historical data they have. It means new campaigns will ramp up faster, and you likely can lean into conversion-based bidding. However, any major budget change (more than 15%) will likely cause fluctuations. This is why week-over-week increases until you reach the ideal budget are better.

Once you have more than a year of data, you should be pretty stable and able to launch new entities without issue. Major changes to existing entities with conversions should only be undertaken if absolutely necessary, and even then, you may want to use data exclusions to help the algorithms recover.

Learning periods are a normal part of managing campaigns. The key is to understand what triggers them and how to work with them.

More Resources:


Featured Image: Paulo Bobita/Search Engine Journal

WordPress Meets Vibe Coding: White-Labeled Platform & API For Search-Ready AI Websites

This post was sponsored by 10Web. The opinions expressed in this article are the sponsor’s own.

Not long ago, building a website meant a discovery call, a proposal, a sitemap, and a few weeks of back and forth. Today, we go from “I need a website” to “Why isn’t it live yet?” People are getting used to typing a short prompt and seeing an entire site structure, design, and a first-draft of their site in minutes. That doesn’t replace all the strategy, UX, or growth work, but it changes expectations about how fast the first version should appear, and how teams work.

This shift puts pressure on everyone who sits between the user and the web: agencies, MSPs, hosting companies, domain registrars, and SaaS platforms. If your users can get an AI-generated site somewhere else in a few clicks, you better catch the wave or be forgotten.

That’s why the real competition is moving to those who control distribution and can embed an AI-native, white-label builder directly into products. WordPress still powers over 43% of all websites globally, and remains the default foundation for many of these distribution players.

Now that AI-native builders, reseller suites, and website builder APIs are available on top of WordPress, who will own that experience and the recurring revenue that comes with it.

AI & Vibe Coding Is Turning Speed-To-Launch Into a Baseline 

AI site builders and vibe coding tools have taught people a new habit: describe what you want, get a working draft of a site almost immediately.

Instead of filling out long briefs and waiting for mockups, users can:

  • Type or paste a business description,
  • Point to a few example sites,
  • Click generate,
  • And see a homepage, key inner pages, and placeholder copy appear in minutes.

For non-technical users, this is magic. For agencies and infrastructure providers, it’s a new kind of pressure. The baseline expectation has become seeing something live quickly and refining it afterward.

This demand is everywhere:

  • Small businesses want a site as soon as they buy a domain or sign up for SaaS.
  • Creators expect their website to follow them seamlessly from the tools they already use.
  • Teams inside larger organizations need landing pages and microsites created on demand, without long internal queues.

If you’re an agency, MSP, hosting provider, domain registrar, or SaaS platform, you’re now measured against that baseline, no matter what your stack was designed for. Bolting on a generic external builder isn’t enough. Users want websites inside the experience they trust and already pay you for, with your branding, your billing, and your support.

AI-native builders that are built directly into your stack are no longer a nice bonus but an essential part of your product.

With Vibe Coding Leveling The Field: What Is Your Differentiator? 

In this environment, the biggest advantage doesn’t belong to whoever ships the flashiest AI demo. It belongs to whoever owns the distribution channels:

  • Agencies and MSPs, the ground level players holding client relationships and trust.
  • Hosting and cloud providers where businesses park their infrastructure.
  • Domain registrars where the online journey starts.
  • SaaS platforms, already owning the critical data needed to reflect and sync with company websites.

These players already control the key moments when someone goes from thinking they need a website to taking action.

  • Buying a domain
  • Using a vertical SaaS product
  • Working with an MSP or agency retainer
  • Adding a new location, service, or product line

If, at those moments, the platform automatically provides an AI-generated, editable site under the same login, billing, and support, the choice of stack is made by default. Users simply stay with the builder that’s already built into the service or product they use.

This is why white-label builders, reseller suites, and website builder APIs matter. They give distribution owners the opportunity to:

  • Brand the website experience as their own
  • Decide on the underlying technology (e.g., AI-native WordPress)
  • Bundle sites with hosting, marketing, or other services
  • Keep the recurring revenue and data inside their ecosystem

In other words, as AI pushes the web toward instant presence, distribution owners who embed website creation into their existing flows become the gatekeepers of which tools, stacks, and platforms win.

How To Connect WordPress Development, SEO & Vibe Coding

For most distribution owners, WordPress is still the safest base to standardize on. It powers a huge share of the web, has a deep plugin and WooCommerce ecosystem, and a large talent pool, which makes it easier to run thousands of sites without being tied to a single vendor. Its open-source nature also allows full rebranding and custom flows, exactly what white-label providers need, while automated provisioning, multisite, and APIs make it a natural infrastructure layer for branded site creation at scale. The missing piece has been a truly AI-native, generation-first builder. The latest AI-powered WordPress tools are closing that gap and expanding what distribution owners can offer out of the box.

Use AI-Native WordPress & White Label Embeddable Solutions

Most of the visible WordPress innovation around AI and websites has happened in standalone AI builders or coding assistants, relying on scattered plugins and lightweight helpers. The CMS is solid, but the first version of a site is still mostly assembled by hand.

AI-native WordPress builders move AI into the core flow: from intent straight to a structured, production-ready WordPress site in one step. In 10Web’s case, Vibe for WordPress is the first to bring Vibe Coding to the market with a React front end and deep integrations with WordPress. As opposed to previous versions of the builder or other website builders working off of generic templates and content, Vibe for WordPress allows the customer to have unlimited freedom during and after website generation via chat based AI and using natural language.

For distribution owners, AI only matters if it is packaged in a way they can sell, support, and scale. At its core, the 10Web’s White Label solution is a fully white-labeled AI website builder and hosting environment that partners brand as their own, spanning the dashboard, onboarding flows, and even the WordPress admin experience.

Instead of sending customers to a third-party tool, partners work in a multi-tenant platform where they can:

  • Brand the entire experience (logo, colors, custom domain).
  • Provision and manage WordPress sites, hosting, and domains at scale.
  • Package plans, track usage and overages, and connect their own billing and SSO.

In practice, a telco, registrar, or SaaS platform can offer AI-built WordPress websites under its own brand without building an editor, a hosting stack, or a management console from scratch.

APIs and White-Label: Quickly Code New Sites Or Allow Your Clients To Feel In Control

There is one fine nuance, yet so important. Speed alone isn’t a deciding factor on who wins the next wave of web creation. Teams that can wire that speed directly into their distribution channels and workflows will be the first to the finish line.

The White label platforms and APIs are two sides of the same strategy. The reseller suite gives partners a turnkey, branded control center; the API lets them take the same capabilities and thread them through domain purchase flows, SaaS onboarding, or MSP client portals.

From there, partners can:

  • Generate sites and WooCommerce stores from prompts or templates.
  • Provision hosting, domains, and SSL, and manage backups and restore points via API.
  • Control plugins, templates, and vertical presets so each tenant or region gets a curated, governed stack.
  • Pull usage metrics, logs, and webhooks into their own analytics and billing layers.

For MSPs and agencies treating websites as a packaged, recurring service, see more predictable revenue and stickier client relationships. They bake “website included” into retainers, care plans, and bundles, using white-label reseller dashboard to keep everything under their own brand.

As for SaaS platform and vertical solutions, instead of just giving partners a branded dashboard, 10Web’s Website Builder API lets them embed AI-powered WordPress site creation and lifecycle management directly into their own products. At a high level, it’s a white-label AI builder you plug in via API so your users can create production-ready WordPress sites and stores in under a minute, without ever leaving your app.

In this model, when someone buys a domain, signs up for a SaaS tool, or comes under an MSP contract, they experience the AI website Builder as a built-in part of the product. And the distribution owner, armed with white-label and API tools, is the one who captures the recurring value of that relationship.

The Next Wave

WordPress remains the foundation distribution owners trust, the layer they know can scale from a single landing page to thousands of client sites. With 10Web’s  AI-native builder, reseller dashboard, and API, it isn’t playing catch-up anymore, but is quickly becoming the engine behind fast, governed, repeatable site creation.

For agencies, MSPs, cloud infrastructure providers, and SaaS platforms, that means they can sell websites as a packaged service. The winners of the next wave are the ones who wire AI-native, white-label WordPress into their distribution and turn “website included” into their default.

Unlock new revenue by selling AI. Websites, Hosting, AI Branding, AI Agents, SMB Tools, and your own services.


Image Credits

Featured Image: Image by 10Web. Used with permission.

How one controversial startup hopes to cool the planet

Stardust Solutions believes that it can solve climate change—for a price.

The Israel-based geoengineering startup has said it expects  nations will soon pay it more than a billion dollars a year to launch specially equipped aircraft into the stratosphere. Once they’ve reached the necessary altitude, those planes will disperse particles engineered to reflect away enough sunlight to cool down the planet, purportedly without causing environmental side effects. 

The proprietary (and still secret) particles could counteract all the greenhouse gases the world has emitted over the last 150 years, the company stated in a 2023 pitch deck it presented to venture capital firms. In fact, it’s the “only technologically feasible solution” to climate change, the company said.

The company disclosed it raised $60 million in funding in October, marking by far the largest known funding round to date for a startup working on solar geoengineering.

Stardust is, in a sense, the embodiment of Silicon Valley’s simmering frustration with the pace of academic research on the technology. It’s a multimillion-dollar bet that a startup mindset can advance research and development that has crept along amid scientific caution and public queasiness.

But numerous researchers focused on solar geoengineering are deeply skeptical that Stardust will line up the government customers it would need to carry out a global deployment as early as 2035, the plan described in its earlier investor materials—and aghast at the suggestion that it ever expected to move that fast. They’re also highly critical of the idea that a company would take on the high-stakes task of setting the global temperature, rather than leaving it to publicly funded research programs.

“They’ve ignored every recommendation from everyone and think they can turn a profit in this field,” says Douglas MacMartin, an associate professor at Cornell University who studies solar geoengineering. “I think it’s going to backfire. Their investors are going to be dumping their money down the drain, and it will set back the field.”

The company has finally emerged from stealth mode after completing its funding round, and its CEO, Yanai Yedvab, agreed to conduct one of the company’s first extensive interviews with MIT Technology Review for this story.

Yedvab walked back those ambitious projections a little, stressing that the actual timing of any stratospheric experiments, demonstrations, or deployments will be determined by when governments decide it’s appropriate to carry them out. Stardust has stated clearly that it will move ahead with solar geoengineering only if nations pay it to proceed, and only once there are established rules and bodies guiding the use of the technology.

That decision, he says, will likely be dictated by how bad climate change becomes in the coming years.

“It could be a situation where we are at the place we are now, which is definitely not great,” he says. “But it could be much worse. We’re saying we’d better be ready.”

“It’s not for us to decide, and I’ll say humbly, it’s not for these researchers to decide,” he adds. “It’s the sense of urgency that will dictate how this will evolve.”

The building blocks

No one is questioning the scientific credentials of Stardust. The company was founded in 2023 by a trio of prominent researchers, including Yedvab, who served as deputy chief scientist at the Israeli Atomic Energy Commission. The company’s lead scientist, Eli Waxman, is the head of the department of particle physics and astrophysics at the Weizmann Institute of Science. Amyad Spector, the chief product officer, was previously a nuclear physicist at Israel’s secretive Negev Nuclear Research Center.

Stardust CEO Yanai Yedvab (right) and Chief Product Officer Amyad Spector (left) at the company’s facility in Israel.
ROBY YAHAV, STARDUST

Stardust says it employs 25 scientists, engineers, and academics. The company is based in Ness Ziona, Israel, and plans to open a US headquarters soon. 

Yedvab says the motivation for starting Stardust was simply to help develop an effective means of addressing climate change. 

“Maybe something in our experience, in the tool set that we bring, can help us in contributing to solving one of the greatest problems humanity faces,” he says.

Lowercarbon Capital, the climate-tech-focused investment firm  cofounded by the prominent tech investor Chris Sacca, led the $60 million investment round. Future Positive, Future Ventures, and Never Lift Ventures, among others, participated as well.

AWZ Ventures, a firm focused on security and intelligence technologies, co-led the company’s earlier seed round, which totaled $15 million.

Yedvab says the company will use that money to advance research, development, and testing for the three components of its system, which are also described in the pitch deck: safe particles that could be affordably manufactured; aircraft dispersion systems; and a means of tracking particles and monitoring their effects.

“Essentially, the idea is to develop all these building blocks and to upgrade them to a level that will allow us to give governments the tool set and all the required information to make decisions about whether and how to deploy this solution,” he says. 

The company is, in many ways, the opposite of Make Sunsets, the first company that came along offering to send particles into the stratosphere—for a fee—by pumping sulfur dioxide into weather balloons and hand-releasing them into the sky. Many researchers viewed it as a provocative, unscientific, and irresponsible exercise in attention-gathering. 

But Stardust is serious, and now it’s raised serious money from serious people—all of which raises the stakes for the solar geoengineering field and, some fear, increases the odds that the world will eventually put the technology to use.

“That marks a turning point in that these types of actors are not only possible, but are real,” says Shuchi Talati, executive director of the Alliance for Just Deliberation on Solar Geoengineering, a nonprofit that strives to ensure that developing nations are included in the global debate over such climate interventions. “We’re in a more dangerous era now.”

Many scientists studying solar geoengineering argue strongly that universities, governments, and transparent nonprofits should lead the work in the field, given the potential dangers and deep public concerns surrounding a tool with the power to alter the climate of the planet. 

It’s essential to carry out the research with appropriate oversight, explore the potential downsides of these approaches, and publicly publish the results “to ensure there’s no bias in the findings and no ulterior motives in pushing one way or another on deployment or not,” MacMartin says. “[It] shouldn’t be foisted upon people without proper and adequate information.”

He criticized, for instance, the company’s claims to have developed what he described as their “magic aerosol particle,” arguing that the assertion that it is perfectly safe and inert can’t be trusted without published findings. Other scientists have also disputed those scientific claims.

Plenty of other academics say solar geoengineering shouldn’t be studied at all, fearing that merely investigating it starts the world down a slippery slope toward its use and diminishes the pressures to cut greenhouse-gas emissions. In 2022, hundreds of them signed an open letter calling for a global ban on the development and use of the technology, adding the concern that there is no conceivable way for the world’s nations to pull together to establish rules or make collective decisions ensuring that it would be used in “a fair, inclusive, and effective manner.”

“Solar geoengineering is not necessary,” the authors wrote. “Neither is it desirable, ethical, or politically governable in the current context.”

The for-profit decision 

Stardust says it’s important to pursue the possibility of solar geoengineering because the dangers of climate change are accelerating faster than the world’s ability to respond to it, requiring a new “class of solution … that buys us time and protects us from overheating.”

Yedvab says he and his colleagues thought hard about the right structure for the organization, finally deciding that for-profits working in parallel with academic researchers have delivered “most of the groundbreaking technologies” in recent decades. He cited advances in genome sequencing, space exploration, and drug development, as well as the restoration of the ozone layer.

He added that a for-profit structure was also required to raise funds and attract the necessary talent.

“There is no way we could, unfortunately, raise even a small portion of this amount by philanthropic resources or grants these days,” he says.

He adds that while academics have conducted lots of basic science in solar geoengineering, they’ve done very little in terms of building the technological capacities. Their geoengineering research is also primarily focused on the potential use of sulfur dioxide, because it is known to help reduce global temperatures after volcanic eruptions blast massive amounts of it into the stratospheric. But it has well-documented downsides as well, including harm to the protective ozone layer.

“It seems natural that we need better options, and this is why we started Stardust: to develop this safe, practical, and responsible solution,” the company said in a follow-up email. “Eventually, policymakers will need to evaluate and compare these options, and we’re confident that our option will be superior over sulfuric acid primarily in terms of safety and practicability.”

Public trust can be won not by excluding private companies, but by setting up regulations and organizations to oversee this space, much as the US Food and Drug Administration does for pharmaceuticals, Yedvab says.

“There is no way this field could move forward if you don’t have this governance framework, if you don’t have external validation, if you don’t have clear regulation,” he says.

Meanwhile, the company says it intends to operate transparently, pledging to publish its findings whether they’re favorable or not.

That will include finally revealing details about the particles it has developed, Yedvab says. 

Early next year, the company and its collaborators will begin publishing data or evidence “substantiating all the claims and disclosing all the information,” he says, “so that everyone in the scientific community can actually check whether we checked all these boxes.”

In the follow-up email, the company acknowledged that solar geoengineering isn’t a “silver bullet” but said it is “the only tool that will enable us to cool the planet in the short term, as part of a larger arsenal of technologies.”

“The only way governments could be in a position to consider [solar geoengineering] is if the work has been done to research, de-risk, and engineer safe and responsible solutions—which is what we see as our role,” the company added later. “We are hopeful that research will continue not just from us, but also from academic institutions, nonprofits, and other responsible companies that may emerge in the future.”

Ambitious projections

Stardust’s earlier pitch deck stated that the company expected to conduct its first “stratospheric aerial experiments” last year, though those did not move ahead (more on that in a moment).

On another slide, the company said it expected to carry out a “large-scale demonstration” around 2030 and proceed to a “global full-scale deployment” by about 2035. It said it expected to bring in roughly $200 million and $1.5 billion in annual revenue by those periods, respectively.

Every researcher interviewed for this story was adamant that such a deployment should not happen so quickly.

Given the global but uneven and unpredictable impacts of solar geoengineering, any decision to use the technology should be reached through an inclusive, global agreement, not through the unilateral decisions of individual nations, Talati argues. 

“We won’t have any sort of international agreement by that point given where we are right now,” she says.

A global agreement, to be clear, is a big step beyond setting up rules and oversight bodies—and some believe that such an agreement on a technology so divisive could never be achieved.

There’s also still a vast amount of research that must be done to better understand the negative side effects of solar geoengineering generally and any ecological impacts of Stardust’s materials specifically, adds Holly Buck, an associate professor at the University of Buffalo and author of After Geoengineering.

“It is irresponsible to talk about deploying stratospheric aerosol injection without fundamental research about its impacts,” Buck wrote in an email.

She says the timelines are also “unrealistic” because there are profound public concerns about the technology. Her polling work found that a significant fraction of the US public opposes even research (though polling varies widely). 

Meanwhile, most academic efforts to move ahead with even small-scale outdoor experiments have sparked fierce backlash. That includes the years-long effort by researchers then at Harvard to carry out a basic equipment test for their so-called ScopeX experiment. The high-altitude balloon would have launched from a flight center in Sweden, but the test was ultimately scratched amid objections from environmentalists and Indigenous groups. 

Given this baseline of public distrust, Stardust’s for-profit proposals only threaten to further inflame public fears, Buck says.

“I find the whole proposal incredibly socially naive,” she says. “We actually could use serious research in this field, but proposals like this diminish the chances of that happening.”

Those public fears, which cross the political divide, also mean politicians will see little to no political upside to paying Stardust to move ahead, MacMartin says.

“If you don’t have the constituency for research, it seems implausible to me that you’d turn around and give money to an Israeli company to deploy it,” he says.

An added risk is that if one nation or a small coalition forges ahead without broader agreement, it could provoke geopolitical conflicts. 

“What if Russia wants it a couple of degrees warmer, and India a couple of degrees cooler?” asked Alan Robock, a professor at Rutgers University, in the Bulletin of the Atomic Scientists in 2008. “Should global climate be reset to preindustrial temperature or kept constant at today’s reading? Would it be possible to tailor the climate of each region of the planet independently without affecting the others? If we proceed with geoengineering, will we provoke future climate wars?”

Revised plans

Yedvab says the pitch deck reflected Stardust’s strategy at a “very early stage in our work,” adding that their thinking has “evolved,” partly in response to consultations with experts in the field.

He says that the company will have the technological capacity to move ahead with demonstrations and deployments on the timelines it laid out but adds, “That’s a necessary but not sufficient condition.”

“Governments will need to decide where they want to take it, if at all,” he says. “It could be a case that they will say ‘We want to move forward.’ It could be a case that they will say ‘We want to wait a few years.’”

“It’s for them to make these decisions,” he says.

Yedvab acknowledges that the company has conducted flights in the lower atmosphere to test its monitoring system, using white smoke as a simulant for its particles, as the Wall Street Journal reported last year. It’s also done indoor tests of the dispersion system and its particles in a wind tunnel set up within its facility.

But in response to criticisms like the ones above, Yedvab says the company hasn’t conducted outdoor particle experiments and won’t move forward with them until it has approval from governments. 

“Eventually, there will be a need to conduct outdoor testing,” he says. “There is no way you can validate any solution without outdoor testing.” But such testing of sunlight reflection technology, he says, “should be done only working together with government and under these supervisions.”

Generating returns  

Stardust may be willing to wait for governments to be ready to deploy its system, but there’s no guarantee that its investors will have the same patience. In accepting tens of millions in venture capital, Stardust may now face financial pressures that could “drive the timelines,” says Gernot Wagner, a climate economist at Columbia University. 

And that raises a different set of concerns.

Obliged to deliver returns, the company might feel it must strive to convince government leaders that they should pay for its services, Talati says. 

“The whole point of having companies and investors is you want your thing to be used,” she says. “There’s a massive incentive to lobby countries to use it, and that’s the whole danger of having for-profit companies here.”

She argues those financial incentives threaten to accelerate the use of solar geoengineering ahead of broader international agreements and elevate business interests above the broader public good.

Stardust has “quietly begun lobbying on Capitol Hill” and has hired the law firm Holland & Knight, according to Politico.

It has also worked with Red Duke Strategies, a consulting firm based in McLean, Virginia, to develop “strategic relationships and communications that promote understanding and enable scientific testing,” according to a case study on the company’s  website. 

“The company needed to secure both buy-in and support from the United States government and other influential stakeholders to move forward,” Red Duke states. “This effort demanded a well-connected and authoritative partner who could introduce Stardust to a group of experts able to research, validate, deploy, and regulate its SRM technology.”

Red Duke didn’t respond to an inquiry from MIT Technology Review. Stardust says its work with the consulting firm was not a government lobbying effort.

Yedvab acknowledges that the company is meeting with government leaders in the US, Europe, its own region, and the Global South. But he stresses that it’s not asking any country to contribute funding or to sign off on deployments at this stage. Instead, it’s making the case for nations to begin crafting policies to regulate solar geoengineering.

“When we speak to policymakers—and we speak to policymakers; we don’t hide it—essentially, what we tell them is ‘Listen, there is a solution,’” he says. “‘It’s not decades away—it’s a few years away. And it’s your role as policymakers to set the rules of this field.’”

“Any solution needs checks and balances,” he says. “This is how we see the checks and balances.”

He says the best-case scenario is still a rollout of clean energy technologies that accelerates rapidly enough to drive down emissions and curb climate change.

“We are perfectly fine with building an option that will sit on the shelf,” he says. “We’ll go and do something else. We have a great team and are confident that we can find also other problems to work with.”

He says the company’s investors are aware of and comfortable with that possibility, supportive of the principles that will guide Stardust’s work, and willing to wait for regulations and government contracts.

Lowercarbon Capital didn’t respond to an inquiry from MIT Technology Review.

‘Sentiment of hope’

Others have certainly imagined the alternative scenario Yedvab raises: that nations will increasingly support the idea of geoengineering in the face of mounting climate catastrophes. 

In Kim Stanley Robinson’s 2020 novel, The Ministry for the Future, India unilaterally forges ahead with solar geoengineering following a heat wave that kills millions of people. 

Wagner sketched a variation on that scenario in his 2021 book, Geoengineering: The Gamble, speculating that a small coalition of nations might kick-start a rapid research and deployment program as an emergency response to escalating humanitarian crises. In his version, the Philippines offers to serve as the launch site after a series of super-cyclones batter the island nation, forcing millions from their homes. 

It’s impossible to know today how the world will react if one nation or a few go it alone, or whether nations could come to agreement on where the global temperature should be set. 

But the lure of solar geoengineering could become increasingly enticing as more and more nations endure mass suffering, starvation, displacement, and death.

“We understand that probably it will not be perfect,” Yedvab says. “We understand all the obstacles, but there is this sentiment of hope, or cautious hope, that we have a way out of this dark corridor we are currently in.”

“I think that this sentiment of hope is something that gives us a lot of energy to move on forward,” he adds.

Securing VMware workloads in regulated industries

At a regional hospital, a cardiac patient’s lab results sit behind layers of encryption, accessible to his surgeon but shielded from those without strictly need-to-know status. Across the street at a credit union, a small business owner anxiously awaits the all-clear for a wire transfer, unaware that fraud detection systems have flagged it for further review.

Such scenarios illustrate how companies in regulated industries juggle competing directives: Move data and process transactions quickly enough to save lives and support livelihoods, but carefully enough to maintain ironclad security and satisfy regulatory scrutiny.

Organizations subject to such oversight walk a fine line every day. And recently, a number of curveballs have thrown off that hard-won equilibrium. Agencies are ramping up oversight thanks to escalating data privacy concerns; insurers are tightening underwriting and requiring controls like MFA and privileged-access governance as a condition of coverage. Meanwhile, the shifting VMware landscape has introduced more complexity for IT teams tasked with planning long-term infrastructure strategies. 

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This content was researched, designed, and written by human writers, editors, analysts, and illustrators. This includes the writing of surveys and collection of data for surveys. AI tools that may have been used were limited to secondary production processes that passed thorough human review.

The Download: a controversial proposal to solve climate change, and our future grids

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.

How one controversial startup hopes to cool the planet

Stardust Solutions believes that it can solve climate change—for a price. 

The Israel-based geoengineering startup has said it expects nations will soon pay it more than a billion dollars a year to launch specially equipped aircraft into the stratosphere. Once they’ve reached the necessary altitude, those planes will disperse particles engineered to reflect away enough sunlight to cool down the planet, purportedly without causing environmental side effects. 

But numerous solar geoengineering researchers are skeptical that Stardust will line up the customers it needs to carry out a global deployment in the next decade. They’re also highly critical of the idea of a private company setting the global temperature for us. Read the full story.

—James Temple

MIT Technology Review Narrated: Is this the electric grid of the future?  

In Nebraska, a publicly owned utility company is tackling the challenges of delivering on reliability, affordability, and sustainability. It aims to reach net zero by 2040—here’s how it plans to get there.

This is our latest story to be turned into a MIT Technology Review Narrated podcast, which we’re publishing each week on Spotify and Apple Podcasts. Just navigate to MIT Technology Review Narrated on either platform, and follow us to get all our new content as it’s released.

The must-reads

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

1 Australia’s social media ban for teens has just come into force
The whole world will be watching to see what happens next. (The Guardian)
Opinions about the law are sharply divided among Australians. (BBC)
Plenty of teens hate it, naturally. (WP $)
A third of US teens are on their phones “almost constantly.” (NYT $)

2 This has been the second-hottest year since records began
Mean temperatures approached 1.5°C above the preindustrial average. (New Scientist $)
+ Meanwhile world leaders at this year’s UN climate talks couldn’t even agree to use the phrase ‘fossil fuels’ in the final draft. (MIT Technology Review)

3 OpenAI is in trouble
It’s rapidly losing its technological edge to competitors like Google and Anthropic. (The Atlantic $)
+ Silicon Valley is working harder than ever to sell AI to us. (Wired $)
There’s a new industry-wide push to agree shared standards for AI agents. (TechCrunch)
No one can explain how AI really works—not even the experts attending AI’s biggest research gathering. (NBC)

4 MAGA influencers want Trump to kill the Netflix/Warner Bros deal
They argue Netflix is simply too woke (after all, it employs the Obamas.) (WP $)

5 AI slop videos have taken over social media
It’s now almost impossible to tell if what you’re seeing is real or not. (NYT $)

6 Trump’s system to weed out noncitizen voters is flagging US citizens 
Once alerted, people have 30 days to provide proof of citizenship before they lose their ability to vote. (NPR)
The US is planning to ask visitors to disclose five years of social media history. (WP $)
How open source voting machines could boost trust in US elections. (MIT Technology Review)

7 Virtual power plants are having a moment
Here’s why they’re poised to play a significant role in meeting energy demand over the next decade. (IEEE Spectrum)
How virtual power plants are shaping tomorrow’s energy system. (MIT Technology Review)

8 New devices are about to get (even) more expensive
You can thank AI for pushing up the price of RAM for the rest of us. (The Verge)

9 People hated the McDonald’s AI ad so much the company pulled it 
How are giant corporations still falling into this exact trap every holiday season? (Forbes)  

10 Why is ice slippery? There’s a new hypothesis 🧊
You might think you know. But it’s still fiercely debated among ice researchers! (Quanta $)

Quote of the day

“We’re pleased to be the first, we’re proud to be the first, and we stand ready to help any other jurisdiction who seeks to do these things.”

—Australia’s communications minister Anika Wells tells the BBC how she feels about her government’s decision to ban social media for under-16s. 

One more thing

MICHAEL BYERS

The entrepreneur dreaming of a factory of unlimited organs

At any given time, the US transplant waiting list is about 100,000 people long. Thousands die waiting, and many more never make the list to begin with. Entrepreneur Martine Rothblatt wants to address this by growing organs compatible with human bodies in genetically modified pigs.

In recent years, US doctors have attempted seven pig-to-human transplants, the most dramatic of which was a case where a 57-year-old man with heart failure lived two months with a pig heart supplied by Rothblatt’s company. 

The experiment demonstrated the first life-sustaining pig-to-human organ transplant—and paved the way towards an organized clinical trial to prove they save lives consistently. Read the full story.

—Antonio Regalado

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.)

+ I want to eat all of these things, starting with the hot chocolate cookies. 
+ Even one minute is enough time to enjoy some of the benefits of mindfulness.
+ The Geminid meteor shower will reach its peak this weekend. Here’s how to see it
+ I really enjoy Leah Gardner’s still life paintings.

Exclusive eBook: Aging Clocks & Understanding Why We Age

In this exclusive subscriber-only eBook, you’ll learn about a new method that scientists have uncovered to look at the ways our bodies are aging.

by  Jessica Hamzelou October 14, 2025

Table of Contents:

  • Clocks kick off
  • Black-box clocks
  • How to be young again
  • Dogs and dolphins
  • When young meets old

Related Stories:

Access all subscriber-only eBooks:

New Ecommerce Tools: December 10, 2025

Every week we curate a list of new services for ecommerce merchants. This installment includes updates on live-streaming, agentic commerce, ecommerce insurance, returns management, analytics, product customizations, dispute resolution, and digital identity verification.

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

New Tools for Merchants

Assureful and Threecolts announce Lost Inbound Insurance for ecommerce. Assureful, a provider of product liability insurance for digital businesses, and Threecolts, a cloud suite for marketplace management, have launched Lost Inbound Insurance to protect Fulfillment by Amazon sellers when inventory goes missing en route to distribution centers. ​Assureful says the collaboration combines its specialist InsurTech platform with Threecolts’ data and inventory visibility, enabling merchants to manage supply chain risk within the ecommerce workflow.

Assureful home page

Assureful

Amazon Europe updates referral and Fulfillment by Amazon fees for 2026. Amazon announced that it will lower fees in 2026 by an average of €0.17 ($0.20) per unit sold across Europe. Changes include FBA fee reductions for parcels, expanded Low-Price FBA eligibility, and referral fee reductions in high-volume categories. According to Amazon, the reductions align European fees with its changes in other countries, including in the U.S.

Nielsen Audience Segments available in Amazon Ads. Nielsen, a provider of audience data and measurement, has announced that its Marketing Cloud Audience Segments is available across the Amazon Ads marketplace. The collaboration allows advertisers to access Nielsen’s data to target audiences, deliver ads across multiple platforms and formats, and measure performance within Amazon’s ecosystem. Audience Segments provides targeting across industries, including consumer package goods, autos, and finance, and includes demographics, shopping behaviors, and media consumption.

TikTok Shop partners with ReBound for social commerce returns. TikTok Shop has partnered with ReBound, a global returns management specialist from Reconomy. Brands on TikTok’s ecommerce platform can now access ReBound’s omnichannel returns management tools, including a library of carriers, processing capabilities, and international warehouses, all from within the TikTok Shop Seller Center. End customers can initiate returns within TikTok Shop; ReBound will then manage the process.

Web page of TikTok Shop

TikTok Shop

Retner launches tool to recover missed voice calls. Retner, an India-based AI-powered, voice-first omnichannel customer intelligence platform, has launched AI Voice Call Engine to help ecommerce brands recover missed voice calls. AI Voice is commerce-focused, including inbound call recovery, cash-on-delivery order confirmation and verification, abandoned checkout callbacks, automated call qualification before human escalation, and inquiries via voice. The tool logs voice interactions, allowing brands to personalize subsequent communications across WhatsApp, Instagram, web chat, and voice.

eBay brings real-time streaming auctions to Australia. eBay has launched its live-stream shopping feature, eBay Live, in Australia, beginning with trading cards and collectables. Featuring interactive product demonstrations, instant purchases, and timed offers, the format allows buyers to interact directly with sellers through real-time streaming, chat, and auctions on eBay’s platform. eBay Live already operates in the U.S., U.K., and Germany.

Artifi launches Automated Product Setup for customization-ready ecommerce. Artifi, a product customization platform from Amla Commerce, has launched Automated Product Setup using AI and computer vision to make products customization-ready. Artifi connects directly to supplier data feeds to retrieve structured product information and media content. A trained AI model analyzes and defines product images, generating configuration rules to create customization-ready products automatically. Distributors can subscribe to multiple supplier feeds within Artifi.

Home page of Artifi

Artifi

Cimulate updates CommerceGPT to bridge old and new eras of digital commerce. Cimulate, developer of the AI-native CommerceGPT platform, has released an update that unites old and new modalities of digital shopping. New features include Human Feedback, Commerce AEO, and Co-Pilot Analytics. Human Feedback allows merchants to tune AI’s understanding of relevance. Commerce AEO helps brands to understand and improve how their products appear within agentic systems. Co-Pilot Analytics showcases what customers are asking, which interactions convert and why, and how to improve AI shopping assistant conversions.

Digital identity verification platform Socure acquires Qlarifi for BNPL credit system. Socure, an AI-powered platform for identity verification, compliance, and fraud prevention, has acquired Qlarifi, a real-time buy-now-pay-later consumer credit database. Qlarifi aims to give BNPL providers the insight needed to expand services for trusted customers while pinpointing high-risk behavior such as loan stacking and first-party fraud. According to Socure, integrating Qlarifi’s capabilities with Socure’s Identity Graph intelligence and RiskOS decisioning engine establishes a unified identity, anti-fraud, and BNPL credit infrastructure for lenders.

Gradial raises $35 million for enterprise marketing through AI agents. Gradial, an enterprise software developer of agentic marketing tools, has raised $35 million led by VMG Partners, with participation from existing investors Madrona and Pruven Capital. Gradial states that its agents automate the execution layer of marketing operations across existing systems and workflows. The company will use the funding to accelerate development of its platform and expand its Seattle-based team across engineering, product, and go-to-market.

Fi911 launches ResolveLab, a white-label disputes platform for resellers. Fi911, a provider of automation technologies for financial institutions, has launched ResolveLab, a smart-connection hub for payment facilitators. Leveraging Ethoca’s Consumer Clarity and Ethoca Alerts by Mastercard, ResolveLab allows payment facilitators to deploy and resell tools for chargeback prevention, subscription management, and risk mitigation. Facilitators can deliver enterprise-level tools, including Ethoca Consumer Clarity, Ethoca Alerts, and Smart Subscription from Mastercard, empowering consumers to manage, pause, and amend multiple subscriptions in one place.

Home page of ResolveLab

ResolveLab

YouTube Adds Comments To Shorts Ads, Expands To Mobile Web via @sejournal, @MattGSouthern

YouTube adds comment sections to eligible Shorts ads, lets creators link to brand websites, and expands Shorts ads to mobile web browsers.

  • Eligible Shorts ads can now display comment sections, matching the experience of organic Shorts content.
  • Shorts creators can link directly to brand websites when producing branded content.
  • Shorts ads now serve on mobile web browsers, extending beyond the mobile app.
Google Expands Preferred Sources & Publisher AI Partnerships via @sejournal, @MattGSouthern

Google is expanding its Preferred Sources feature to English-language users worldwide and launching a pilot program to test AI-powered features with major news publishers.

The announcement includes updates to how links appear in AI Mode and a new feature that will highlight content from users’ news subscriptions.

Preferred Sources Goes Global

Preferred Sources in Search lets users customize Top Stories to see more from their favorite outlets. Google is now rolling it out globally for English-language users, with all supported languages following early next year.

Google shared usage data from the feature’s initial rollout. Nearly 90,000 unique sources have been selected by users, ranging from local blogs to global news outlets. Users who pick a preferred source click to that site twice as often on average.

Subscription Highlighting

A new feature will highlight links from users’ paid news subscriptions in search results. Google will also prioritize links from subscribed publications and show them in a dedicated carousel.

The feature launches first in the Gemini app in the coming weeks. AI Overviews and AI Mode will follow, though Google didn’t provide a timeline.

AI Mode Link Updates

Google is increasing the number of inline links in AI Mode and updating their design. The company is also adding contextual introductions to embedded links. These are short statements explaining why a particular link might be useful.

Web Guide, which organizes links into topic groups using AI, is now twice as fast and appearing on more searches for users opted into the experiment.

Publisher AI Pilot Program

Google announced a commercial partnership pilot with publishers including Der Spiegel, El País, Folha de S. Paulo, Infobae, Kompas, The Guardian, The Times of India, The Washington Examiner, and The Washington Post.

The pilot will test AI-powered features in Google News. These include article overviews on participating publications’ Google News pages and audio briefings for those who prefer listening. Google says these features will include attribution and link to articles.

Separate partnerships with Estadão, Antara, Yonhap, and The Associated Press will provide real-time information for the Gemini app.

Google says it has partnered with over 3,000 publications, platforms, and content providers in more than 50 countries in the last few years.

Why This Matters

If you’ve been watching how Google handles publisher relationships in the AI era, this announcement outlines their current approach. The Preferred Sources data suggests users who customize their sources engage more with those sites.

The subscription highlighting feature could affect how your subscribed audiences find your content across Google’s surfaces.

Looking Ahead

Preferred Sources is available now for English-language users globally. Full language support arrives early 2026.

The subscription highlighting feature starts in the Gemini app in the coming weeks. The publisher AI pilot has begun with participating publications in Google News. Google didn’t provide timelines for when AI Mode and AI Overviews will get subscription highlighting.

Scoring My 2025 Predictions via @sejournal, @Kevin_Indig

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Every year, I hold myself accountable for my previous predictions by scoring them.

This year, I got three misses, two mixed results, and five hits:

1. Agentic LLM Models Reach +100 Million Users

Score: Miss

Thought Process: When I made this prediction, I assumed that once models improved at reasoning, usage would shift from chat to action, and agents would become the obvious next step.

Reality: While general LLM usage (like Gemini and ChatGPT) cleared +800 million weekly users, true autonomous agent adoption, where the AI performs complex actions like “buying a product” without oversight, remained a niche power-user feature with very wonky performance.

  • Google’s “Project Mariner” and OpenAI’s agent features only entered broad public beta in mid-2025.
  • Most consumers still use AI for information (chat) rather than action (agents).

I over-weighted the speed of productization and user trust, and under-weighted how slow people are to let software spend their money or act without supervision.

2. More AI Victims

Score: Hit

Thought Process: Here, I zoomed out from early signals like Chegg and Stack Overflow and treated them as the first visible cracks in a broader margin collapse. My bet was that whenever AI sits between buyers and a labor-intensive industry, the middle layer will feel the pain first.

Reality: By Q3 2025, major call center outsourcing firms faced a crisis as enterprise clients switched to “AI Voice First” support layers. Translation services continued to shrink as browser-based, real-time AI translation became native to OS updates.

  • In RWS Holdings’ (translation services) 2025 half-year report, Adjusted EBITDA plummeted 41%, and profit before tax fell nearly 60%.
  • Chegg continues to fall apart.
  • In September 2025, Concentrix shares dropped ~9% in a single day after missing earnings expectations and cutting its full-year guidance. Enterprise clients aggressively switched to “AI Voice First” layers. Instead of hiring 100 agents for a support queue, a client might hire 10 agents for complex issues and use an AI voice agent for the rest. This destroyed the traditional “per-seat” billing model that BPOs rely on.

3. AI Automation Becomes The Default For Marketing Teams

Score: Hit

Thought Process: This call came from watching clients quietly stitch together AirOps, Make, Zapier, and custom scripts while headcount stayed flat or shrank. I expected economic pressure plus better tooling to push marketing toward “systems thinking,” where workflows matter more than channels.

Reality: “System building” became the primary skill on marketing job descriptions in 2025.

  • Recruitment data from Ashdown Group (2025 Marketing Job Market Report) showed that roles involving campaign automation and AI tool integration commanded a 7-9% salary premium over generalist marketing roles.
  • A 2025 HubSpot State of Marketing report found that 78% of B2B organizations had shifted to relying on marketing automation as their primary infrastructure.

With marketing budgets remaining tight, the reliance on “Team of One” structures powered by automation chains (Make, Zapier, custom AI workflows) became the industry standard.

4. AI Overviews Evolve

Score: Hit

Thought Process: I read AI Overviews as an experiment, not a finished product, and assumed Google would iterate toward more personalized, richer SERP formats once multimodal models matured. The underlying belief was that Google had to change the page itself to defend its moat against standalone LLMs.

Reality: Google tested its Web Guide SERP layout extensively as of November. For me (opted into SGE, Search Generative Experience), it’s still the default. Instead of a standard list of blue links or a single AI answer at the top, “Web Guide” breaks the entire search result page into AI-generated “buckets” or headlines.

  • In June 2025, Google began embedding YouTube Shorts and timestamped video clips directly into AI Overviews.
  • In December, Google started integrating AI Mode deeper into AI Overviews.

5. Reddit Becomes Part Of The Default Channel Mix

Score: Hit

Thought Process: I assumed that once Reddit showed up for everything from product searches to troubleshooting, marketers would have no choice but to treat it like a core performance channel, not a side project. When you compare ad revenue from Meta and Alphabet platforms with how visible they are in Search, Reddit’s upside becomes clear.

Reality: Reddit had a banner year in 2025. Ad revenue grew 61% YoY Q1 2025 – and then another +68% in Q3 (to $585M). With Google Search continuing to prioritize forum discussions, Reddit became an unavoidable placement for advertisers seeking high-intent traffic.

  • Daily Active Users (DAUs): Reached 108.1 million in Q1 and climbed to 116 million by Q3 2025.
  • Reddit is the second largest site on Google by visibility (only Wikipedia is larger).
  • Reddit finally launched true ecommerce catalog ads (Dynamic Product Ads → DPA). Early beta tests in Q1 2025 showed these ads delivered a 2x higher return on ad spend (ROAS) compared to previous formats, making Reddit viable for “performance” marketers, not just “brand awareness” teams.
  • Of course, Reddit remains the most cited platform for most LLMs.

6. More Sites Cloak For LLMs

Score: Miss

Thought Process: I expected especially B2B sites to move tactically and fast by feeding bots a cleaner, more structured version of their sites once it became clear LLMs rewarded that pattern. Underneath sat the assumption that people would quietly bend the rules if there was upside and no obvious penalty.

Reality: The “Bot-Only Web” did not emerge via cloaking; it emerged via APIs and paywalls. Instead of creating optimized versions for bots (cloaking), most major publishers aggressively blocked bots via robots.txt and lawsuits (e.g., The New York Times vs. OpenAI continuing saga).

7. The Current Google Shopping Tab Will Become The Default

Score: Miss

Thought Process: I treated the Shopping tab as Google’s sandbox for a future Amazon competitor, similar to how past tab experiments leaked into the main SERP. The core belief was that Google would push harder on shoppable, personalized results in the face of AI pressure and ecommerce growth needs.

Reality: Google kept the main search tab distinct. While the Shopping experience became more personalized and AI-driven (often resembling a feed), Google did not replace the default search experience with the Shopping tab interface for commercial queries.

8. AI-Generated Audio And Video Hits Mass Adoption

Score: Hit

Thought Process: Here, I connected the dots between rapidly improving generative tools and the constant pressure on creators to ship more content with the same or less budget. I assumed that once tools like Sora, Veo, and ElevenLabs crossed a basic quality bar, they would seep into production pipelines even if audiences could still tell something was synthetic.

Reality: 2025 was the year of the “Synthetic Creator.” YouTube had to update its partner program policies in July 2025 specifically to manage the flood of AI-generated content. Despite the crackdown on “AI slop,” high-quality AI-generated B-roll and voiceovers became standard for millions of creators.

  • On July 15, 2025, YouTube officially updated its Partner Program (YPP) eligibility terms to include a specific clause against “Mass-Produced & Repetitious Synthetic Content.”
  • The policy explicitly demonetized channels that used “templated, programmatic generation” (slop) but protected creators who used AI tools for “production assistance” (B-roll, voiceovers, scripting) as long as there was “clear editorial oversight.”
  • 87% of creators now use AI in their workflows.

9. Google And Apple Divorce

Score: Mixed

Thought Process: I read the DOJ case as a structural threat to Google’s distribution deals and assumed judges would eventually push on the default search arrangements. My framing was that even a partial unwind of exclusivity could shift how search power is negotiated, without instantly changing who “wins” search. Judge Mehta’s first conclusion sounded a lot like he would take a hard stance on remedies.

Reality: The DOJ remedy ruling in September 2025 was disappointing. A toothless tiger. The court prohibited Google from paying for default exclusivity on browsers (Chrome/Safari) and devices, but:

  • Google can still pay Apple to be the default, but the contract cannot say “Apple must not use anyone else.”
  • The judge did not enforce a “choice screen” like the European Union, which leaves the door open for Apple to voluntarily implement choice screens or offer alternatives (like ChatGPT or Perplexity) without losing Google’s payments entirely.
  • Also, Apple is licensing Gemini for Siri.

So, was it really a divorce or a forced transition to an open marriage?

10. Apple Or OpenAI Announces Smart Glasses

Score: Mixed

Thought Process: This prediction came from treating smart glasses as the logical next hardware surface for AI assistants, especially with Meta gaining traction. I assumed that OpenAI plus Jony Ive, or Apple’s need for a new device story, would pull a prototype into the public eye even if real adoption stayed years out.

Reality: On November 24, 2025, OpenAI CEO Sam Altman and designer Jony Ive officially confirmed that their joint hardware venture (under the startup “LoveFrom”) had a finished prototype during an interview hosted by Laurene Powell Jobs. The device was described as “screen-free” and “less intrusive than a phone,” aligning with the “smart glasses” or “AI Pin” form factor predictions.

However, it’s not yet proven that OpenAI will publish glasses. It might also be some sort of necklace device. Meanwhile, Apple did not announce a new product and is dealing with leadership issues instead. And then, just before I hit publish on this Memo, Google announced new smart glasses for 2026.

My Conclusion: This Is The Year “AI Deployment” Began

For those of us in tech and digital marketing, we’re going to remember 2025 as the year the AI-driven “pilot programs” ended and official “deployment” began.

Not only internally across our teams, workflows, and tech stacks, but we also watched classic search habits (informed by decades of human + search engine behavior) transform right in front of us.

We didn’t get the sci-fi future of agents buying our groceries (Pred No. 1) or widespread smart glasses (Pred No. 10) just yet.

Instead, we got something more pragmatically disruptive: A world where marketing teams are half the size but twice as technical, where BPO industries (business process outsourcing) are collapsing, and where “Googling it” increasingly means “Reading a Reddit thread summarized by an AI.”


Featured Image: Paulo Bobita/Search Engine Journal