Securing digital assets as crypto crime surges

In February 2025, cyberattackers thought to be linked to North Korea executed a sophisticated supply chain attack on cryptocurrency exchange Bybit. By targeting its infrastructure and multi-signature security process, hackers managed to steal more than $1.5 billion worth of Ethereum in the largest known digital-asset theft to date.

The ripple effects were felt across the cryptocurrency market, with the price of Bitcoin dropping 20% from its record high in January. And the massive losses put 2025 on track to be the worst year in history for cryptocurrency theft.

Bitcoin, Ethereum, and stablecoins have established themselves as benchmark monetary vehicles, and, despite volatility, their values continue to rise. In October 2025, the value of cryptocurrency and other digital assets topped $4 trillion.

Yet, with this burgeoning value and liquidity comes more attention from cybercriminals and digital thieves. The Bybit attack demonstrates how focused sophisticated attackers are on finding ways to break the security measures that guard the crypto ecosystem, says Charles Guillemet, chief technology officer of Ledger, a provider of secure signer platforms.

”The attackers were very well organized, they have plenty of money, and they are spending a lot of time and resources trying to attack big stuff, because they can,” he says. “In terms of opportunity costs, it’s a big investment, but if at the end they earn $1.4 billion it makes sense to do this investment.”

But it also demonstrates how the crypto threat landscape has pitfalls not just for the unwary but for the tech savvy too. On the one hand, cybercriminals are using techniques like social engineering to target end users. On the other, they are increasingly looking for vulnerabilities to exploit at different points in the cryptocurrency infrastructure.

Historically, owners of digital assets have had to stand against these attackers alone. But now, cybersecurity firms and cryptocurrency-solution providers are offering new solutions, powered by in-depth threat research.

A treasure trove for attackers

One of the advantages of cryprocurrency is self custody. Users can save their private keys—the critical piece of alphanumeric code that proves ownership and grants full control over digital assets—into either a software or hardware wallet to safeguard it.

But users must put their faith in the security of the wallet technology, and, because the data is the asset, if the keys are lost or forgotten, the value too can be lost.

”If I hack your credit card, what is the issue? You will call your bank, and they will manage to revert the operations,” says Vincent Bouzon, head of the Donjon research team at Ledger. “The problem with crypto is, if something happens, it’s too late. So we must eliminate the possibility of vulnerabilities and give users security.”

Increasingly, attackers are focusing on digital assets known as stablecoins, a form of cryptocurrency that is pegged to the value of a hard asset, such as gold, or a fiat currency, like the US dollar.

Stablecoins rely on smart contracts—digital contracts stored on blockchain that use pre-set code to manage issuance, maintain value, and enforce rules—that can be vulnerable to different classes of attacks, often taking advantage of users’ credulity or lack of awareness about the threats. Post-theft countermeasures, such as freezing the transfer of coins and blacklisting of addresses, can lessen the risk with these kinds of attacks, however.

Understanding vulnerabilities

Software-based wallets, also known as “hot wallets,” which are applications or programs that run on a user’s computer, phone, or web browser, are often a weak link. While their connection to the internet makes them convenient for users, it also makes them more readily accessible to hackers too.

“If you are using a software wallet, by design it’s vulnerable because your keys are stored inside your computer or inside your phone. And unfortunately, a phone or a computer is not designed for security.” says Guillemet.

The rewards for exploiting this kind of vulnerability can be extensive. Hackers who stole credentials in a targeted attack on encrypted password manager application LastPass in 2022 managed to transfer millions worth of cryptocurrency away from victims in the subsequent two or more years. 

Even hardware-based wallets, which often resemble USB drives or key fobs and are more secure than their software counterparts since they are completely offline, can have vulnerabilities that a diligent attacker might find and exploit.

Tactics include the use of side-channel attacks, for example, where a cycbercriminal observes a system’s physical side effects, like timing, power, or electromagnetic and acoustic emissions to gain information about the implementation of an algorithm.

Guillemet explains that cybersecurity providers building digital asset solutions, such as wallets, need to help minimize the burden on the users by building security features and providing education about enhancing defense.

For businesses to protect cryptocurrency, tokens, critical documents, or other digital assets, this could be a platform that allows multi-stakeholder custody and governance, supports software and hardware protections, and allows for visibility of assets and transactions through Web3 checks.

Developing proactive security measures

As the threat landscape evolves at breakneck speed, in-depth research conducted by attack labs like Ledger Donjon can help security firms keep pace. The team at Ledger Donjon are working to understand how to proactively secure the digital asset ecosystem and set global security standards.

Key projects include the team’s offensive security research, which uses ethical and white hat hackers to simulate attacks and uncover weaknesses in hardware wallets, cryptographic systems, and infrastructure.

In November 2022, the Donjon team discovered a vulnerability in Web3 wallet platform Trust Wallet, which had been acquired by Binance. They found that the seed-phrase generation was not random enough, allowing the team to compute all possible private keys and putting as much as $30 million stored in Trust Wallet accounts at risk, says Bouzon. “The entropy was not high enough, the entropy was only 4 billion. It was huge, but not enough,” he says.

To enhance overall safety there are three key principles that digital-asset protection platforms should apply, says Bouzon. First, security providers should create secure algorithms to generate the seed phrases for private keys and conduct in-depth security audits of the software. Second, users should use hardware wallets with a secure screen instead of software wallets. And finally, any smart contract transaction should include visibility into what is being signed to avoid blind signing attacks.

Ultimately, the responsibility for safeguarding these valuable assets lies on both digital asset solution providers and the users themselves. As the value of cryptocurrencies continues to grow so too will the threat landscape as hackers keep attempting to circumvent new security measures. While digital asset providers, security firms, and wallet solutions must work to build strong and simple protection to support the cryptocurrency ecosystems, users must also seek out the information and education they need to proactively protect themselves and their wallets.

Learn more about how to secure digital assets in the Ledger Academy.

This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff.

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: introducing this year’s 10 Breakthrough Technologies

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.

Introducing this year’s 10 Breakthrough Technologies 

It’s easy to be cynical about technology these days. Many of the “disruptions” of the last 15 years were more about coddling a certain set of young, moneyed San Franciscans than improving the world. Yet you can be sympathetic to the techlash and still fully buy into the idea that technology can be good.

We really can build tools that make this planet healthier, more livable, more equitable, and just all-around better. And some people are doing just that, pushing progress forward across a number of fundamental, potentially world-changing technologies.  

These are exactly the technologies we aim to spotlight in our annual 10 Breakthrough Technologies list. These are 10 technologies that we believe are poised to fundamentally alter the world, and they’re a matter of hot debate across the newsroom for months before being unveiled. So, without further ado… Here’s the full list.

Do you think we’ve missed something? You have until April to cast your vote for the 11th breakthrough!

Why some “breakthrough” technologies don’t work out 

—Fabio Duarte is associate director and principal research scientist at the MIT Senseable City Lab.

Today marks the 25th year the MIT Technology Review newsroom has compiled its annual 10 Breakthrough Technologies list, which means its journalists and editors have now identified 250 technologies as breakthroughs. 

A few years ago, editor at large David Rotman revisited the publication’s original list, finding that while all the technologies were still relevant, each had evolved and progressed in often unpredictable ways. I lead students through a similar exercise in a graduate class I teach with James Scott for MIT’s School of Architecture and Planning, asking them what we can learn from the failures. 

Although it’s less glamorous than envisioning which advances will change our future, analyzing failed technologies is equally important. Read about why that is.

The must-reads

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

1 Iran has almost completely shut its internet down 
Which makes it very hard for the world to witness its government killing people. (AP)
The shutdown is chillingly effective, and likely to last. (The Guardian)
President Trump is considering military strikes against Iran. (NYT $)

2 ICE is gaining powerful new surveillance capabilities
It’s purchased tools that give it the ability to track individuals across entire neighborhoods. (404 Media $)
The ICE shooting shows why reality still matters. (The Verge $)
It’s time for Apple to reinstate ICEBlock. (Engadget

3 Malaysia and Indonesia have blocked access to Grok 
They are the first in the world to ban the AI tool, which is being used to make explicit non-consensual deepfakes. (BBC)
How Elon Musk’s platform unleashed a torrent of abuse upon women and girls. (The Guardian)

4 Silicon Valley’s billionaires are panicking over a proposed 5% wealth tax
Poor dears. (Wired $)

5 Meta signed a deal with three nuclear companies
It’s becoming a favored power source for tech companies as their AI ambitions grow. (TechCrunch)
+ Can nuclear power really fuel the rise of AI? (MIT Technology Review)

6 AI has a memorization problem 
The fact it reproduces copyrighted work shows it might not work the way its makers claim. (The Atlantic $)
DeepSeek is poised to release a new flagship AI model. (The Information $)

7 Here’s the stuff from CES you might actually consider buying 
It’s always a bit of a gimmick fest—but these items made their way onto reporters’ wishlists. (The Verge $)
On the flipside, you absolutely should not purchase anything on the ‘worst in show’ list. (The Register)

8 How WhatsApp took over the world 🌍
It’s used by more than three billion people every month—nearly half the global population. (New Yorker $)

9 AI music is here to stay
Love it or hate it, it’s only going to play a bigger role going forward. (Vox)
+ It’s complicating our definitions of authorship and creativity in the process. (MIT Technology Review)

10 We’re crying out for better experiences online
The question is: who will give them to us? (WP $)

Quote of the day

“Things here are very, very bad. A lot of our friends have been killed. They were firing live rounds. It’s like a war zone, the streets are full of blood. They’re taking away bodies in trucks.”

—An anonymous source in Iran’s capital Tehran tells the BBC how the government is cracking down on protests. 

One more thing

This startup is about to conduct the biggest real-world test of aluminum as a zero-carbon fuel

Found Energy aims to harness the energy in scraps of aluminum metal to power industrial processes without fossil fuels. Since 2022, the company has worked to develop ways to rapidly release energy from aluminum on a small scale. 

Now it’s just switched on a much larger version of its aluminum-powered engine, which it claims is the largest aluminum-water reactor ever built. Soon, it will be installed to supply heat and hydrogen to a tool manufacturing facility in the southeastern US, using the aluminum waste produced by the plant itself as fuel.

If everything works as planned, this technology, which uses a catalyst to unlock the energy stored within aluminum metal, could transform a growing share of aluminum scrap into a zero-carbon fuel. Read the full story.

—James Dinneen

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 enjoyed this heartwarming story of love across the generational divide ❤ 
+ It turns out you can cook an egg in an air fryer. The big question is—should you?
+ Of course Japan has a real-life Pokémon Fossil Museum.
+ If you haven’t already, make 2026 the year you get a hobby. Your life will be all the richer for it.

Mitigating emissions from air freight: Unlocking the potential of SAF with book and claim

Emissions from air freight have increased by 25% since 2019, according to a 2024 analysis by environmental advocacy organization Stand.Earth.

The researchers found that the expansion of cargo-only fleets to transport goods during the pandemic — as air travel halted, slower freight modes faced disruption, but demand for rapid delivery soared — has led to a yearly increase of almost 20 million tons of carbon dioxide, making up 93.8m tonnes from air freight overall.

And though fleet modernization and operational improvements by freight operators have contributed to ongoing decarbonization efforts, sustainable aviation fuel (SAF) looks set to be instrumental in helping the sector achieve its ambitions to reduce environmental footprint in the long-term.

When used neat, or pure and unblended, SAF can help reduce the life cycle of greenhouse gas emissions from aviation by as much as 80% relative to conventional fuel. It’s why the International Air Transport Association (IATA) estimates that SAF could account for as much as 65% of total reduction of emissions.

For Christoph Wolff, CEO of the Smart Freight Centre, “SAF is the main pathway” to decarbonization across both freight and the wider aviation ecosystem.

“The great thing about SAF is it’s chemically identical to Jet A fuel,” he says. “You can blend it [which means] you have a pathway to ramp it up. You can start small and you can scale it. By scaling it there is the promise or the hope that the price comes down.”

At at least twice the price of conventional jet fuel, cost is a significant barrier hindering broader adoption.

And it isn’t the only one standing between SAF and wider penetration.

Bridging the gap between a concentrated supply of SAF and global demand also remains a major hurdle.

Though the number of verified SAF outlets has increased from fewer than 20 locations in 2021 to 114 as of April 2025, according to sustainability solutions framework 4Air, that accounts for only 92 airports worldwide out of more than 40,000.

“SAF is central to the decarbonization of the aviation sector,” believes Raman Ojha, president of Shell Aviation. “Having said that, adoption and penetration of SAF hasn’t really picked up massively. It’s not due to lack of production capacity, but there are lots of things that are at play. And book and claim in that context helps to bridge that gap.”

Bridging the gap with book and claim

Book and claim is a chain of custody model, where the flow of administrative records is not necessarily connected to the physical product through the supply chain (source: ISO 22095:2020).

Book and claim potentially enables airlines and corporations to access the life cycle GHG emissions reduction benefits of SAF relative to conventional jet fuel even when SAF is not physically available at their location; this model helps bridge the gap between that concentrated supply and global demand, until SAF’s availability improves.

“To be bold, without book and claim, no short-term science-based target will be achieved,” says Bettina Paschke, vice president of ESG accounting, reporting and controlling at DHL Express. “Book and claim is essential to achieving science-based targets.”

“SAF production facilities are not everywhere,” she reiterates. “They’re very focused on one location, and if a customer wants to fulfil a mass balance obligation, SAF would need to be shipped around the world just to be at that airport for that customer. That would be very complicated, and very unrealistic.” It would also, counterintuitively, increase total emissions. By using book and claim instead, air freight operators can unlock the life cycle greenhouse gas emissions reduction benefits of SAF relative to conventional jet fuel now, without waiting for supply to broaden. “It might no longer be needed when we have SAF product facilities at each airport in the future,” she points out. “But at the moment, that’s not the case.”

At DHL itself, the mechanism has become central to achieving its own three interconnected sustainability pillars, which focus on decarbonizing logistics supply chains, supporting customers toward their decarbonization goals, and ensuring credible emission claims can be shared along the value chain.

Demonstrating the importance of a credible and viable framework for book and claim systems is also what inspired the 2022 launch of Shell’s Avelia, one of the first blockchain-powered digital SAF book and claim solutions for aviation, which expanded in 2024 to encompass air freight in addition to business travel. Depending on the offering, Avelia offers freight forwarders the opportunity to share the life cycle greenhouse gas emissions reduction benefits of SAF relative to conventional jet fuel across the value chain with shippers using their services.

“It’s also backed by a physical supply chain, which gives our customers — whether those be corporates or freight forwarders or even airlines — a peace of mind that the SAF has been injected at a certain airport, it’s been used and environmental attributes, with the help of blockchain, have been tracked to where they’re getting retired,” says Ojha.

He adds: “The most important or critical part is the transparency that it’s providing to our customers to be sure that they’re not saying something which they can’t confidently stand behind.”

Moving beyond early adoption

To scale up SAF via book and claim and help make it a more commercially viable lower-carbon solution, its adoption will need to be a coordinated “ecosystem play,” says Wolff. That includes early adopters, such as DHL, inspiring action from peers, solution providers such as Shell, working with various stakeholders to drive joint advocacy, and industry associations, like the Smart Freight Centre creating the required frameworks, educational resources, and industry alignment.

An active book and claim community made up of many forward-thinking advocates is already driving much of this work forward with a common goal to develop greater standardization and consensus, Wolff points out. “It helps to make sure all definitions on the system are compatible and they can talk to one another, provide educational support, and [also that] there’s a repository of transactions so that it can be documented in a way that people can see and think, ‘oh this is how we do it.’ There are some early adopters that are very experienced, but it needs a lot more people for it to get comfortable.”

In early 2024, discussions were held with a diverse group of expert book and claim stakeholders to develop and refine 11 key principles and best practices book and claim models. These represent an aligned set of principles informed by practical successes and challenges faced by practitioners working to decarbonize the heavy transport sector.

Adherence to such a framework is crucial given that book and claim is not yet accepted by the Greenhouse Gas (GHG) Protocol nor the Science Based Targets Initiative (SBTi) as a recognized model for reducing greenhouse gas emissions — though there are hopes that might change.

“The industrialization of book and claim delivery systems is key to credibility and recognition,” says Wolff. “The Greenhouse Gas Protocol and the Science Based Targets Initiative are making steps in recognizing that. There’s a pathway that the Smart Freight Centre is very closely involved in the technical working groups for [looking]to build such a system where, in addition to physical inventory, you also pursue market-based inventories.”

Paschke urges companies not to sit back and wait for policy to change before taking action, though. “The solution is there,” she says. “There are companies like DHL that are making huge upfront investments, and every single contribution helps to scale the industry and give a strong signal to the eco-space.”

As pressure to accelerate decarbonization gains pace, it’s critical that air freight operators consider this now, agrees Ojha. “Don’t wait for perfection in guidelines, regulations, or platforms — act now,” he says. “That’s very, very critical. Second, learn by doing and join hands with others. Don’t try to do everything independently or in-house.

“Third, make use of registries and platforms, such as Avelia, that can give credibility. Join them, utilize them, and leverage them so that you won’t have to establish auditability from scratch.

“And fourth, don’t look at scope book and claim as a means for acquiring a certificate for environmental attributes. Think in terms of your decarbonisation commitment and think of this as a tool for exposure management. Think in terms of the bigger picture.”

That bigger picture being a significant sector-wide push toward faster decarbonization — and turning the tide on emissions’ steep upward ascent.

Watch the full webcast.

This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff. It 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.

This content is produced by MIT Technology Review Insights in association with Avelia. Avelia is a Shell owned solution and brand that was developed with support from Amex GBT, Accenture and Energy Web Foundation. The views from individuals not affiliated with Shell are their own and not those of Shell PLC or its affiliates. Cautionary note | Shell Global

CES showed me why Chinese tech companies feel so optimistic

This story originally appeared in The Algorithm, our weekly newsletter on AI. To get stories like this in your inbox first, sign up here.

I decided to go to CES kind of at the last minute. Over the holiday break, contacts from China kept messaging me about their travel plans. After the umpteenth “See you in Vegas?” I caved. As a China tech writer based in the US, I have one week a year when my entire beat seems to come to me—no 20-hour flights required.

CES, the Consumer Electronics Show, is the world’s biggest tech show, where companies launch new gadgets and announce new developments, and it happens every January. This year, it attracted over 148,000 attendees and over 4,100 exhibitors. It sprawls across the Las Vegas Convention Center, the city’s biggest exhibition space, and spills over into adjacent hotels. 

China has long had a presence at CES, but this year it showed up in a big way. Chinese exhibitors accounted for nearly a quarter of all companies at the show, and in pockets like AI hardware and robotics, China’s presence felt especially dominant. On the floor, I saw tons of Chinese industry attendees roaming around, plus a notable number of Chinese VCs. Multiple experienced CES attendees told me this is the first post-covid CES where China was present in a way you couldn’t miss. Last year might have been trending that way too, but a lot of Chinese attendees reportedly ran into visa denials. Now AI has become the universal excuse, and reason, to make the trip.

As expected, AI was the biggest theme this year, seen on every booth wall. It’s both the biggest thing everyone is talking about and a deeply confusing marketing gimmick. “We added AI” is slapped onto everything from the reasonable (PCs, phones, TVs, security systems) to the deranged (slippers, hair dryers, bed frames). 

Consumer AI gadgets still feel early and of very uneven quality. The most common categories are educational devices and emotional support toys—which, as I’ve written about recently, are all the rage in China. There are some memorable ones: Luka AI makes a robotic panda that scuttles around and keeps a watchful eye on your baby. Fuzozo, a fluffy keychain-size AI robot, is basically a digital pet in physical form. It comes with a built-in personality and reacts to how you treat it. The companies selling these just hope you won’t think too hard about the privacy implications.

Ian Goh, an investor at 01.VC, told me China’s manufacturing advantage gives it a unique edge in AI consumer electronics, because a lot of Western companies feel they simply cannot fight and win in the arena of hardware. 

Another area where Chinese companies seem to be at the head of the pack is household electronics. The products they make are becoming impressively sophisticated. Home robots, 360 cams, security systems, drones, lawn-mowing machines, pool heat pumps … Did you know two Chinese brands basically dominate the market for home cleaning robots in the US and are eating the lunch of Dyson and Shark? Did you know almost all the suburban yard tech you can buy in the West comes from Shenzhen, even though that whole backyard-obsessed lifestyle barely exists in China? This stuff is so sleek that you wouldn’t clock it as Chinese unless you went looking. The old “cheap and repetitive” stereotype doesn’t explain what I saw. I walked away from CES feeling that I needed a major home appliance upgrade.

Of course, appliances are a safe, mature market. On the more experiential front, humanoid robots were a giant magnet for crowds, and Chinese companies put on a great show. Every robot seemed to be dancing, in styles from Michael Jackson to K-pop to lion dancing, some even doing back flips. Hangzhou-based Unitree even set up a boxing ring where people could “challenge” its robots. The robot fighters were about half the size of an adult human and the matches often ended in a robot knockout, but that’s not really the point. What Unitree was actually showing off was its robots’ stability and balance: they got shoved, stumbled across the ring, and stayed upright, recovering mid-motion. Beyond flexing dynamic movements like these there were also impressive showcases of dexterity: Robots could be seen folding paper pinwheels, doing laundry, playing piano, and even making latte art.

Attendees take photos of the UniTree autonomous robot which is posing with its boxing gloves and headgear

CAL SPORT MEDIA VIA AP IMAGES

However, most of these robots, even the good ones, are one-trick ponies. They’re optimized for a specific task on the show floor. I tried to make one fold a T-shirt after I’d flipped the garment around, and it got confused very quickly. 

Still, they’re getting a lot of hype as an  important next frontier because they could help drag AI out of text boxes and into the physical world. As LLMs mature, vision-language models feel like the logical next step. But then you run into the big problem: There’s far less physical-world data than text data to train AI on. Humanoid robots become both applications and roaming data-collection terminals. China is uniquely positioned here because of supply chains, manufacturing depth, and spillover from adjacent industries (EVs, batteries, motors, sensors), and it’s already developing a humanoid training industry, as Rest of World reported recently. 

Most Chinese companies believe that if you can manufacture at scale, you can innovate, and they’re not wrong. A lot of the confidence in China’s nascent humanoid robot industry and beyond is less about a single breakthrough and more about “We can iterate faster than the West.”

Chinese companies are not just selling gadgets, though—they’re working on every layer of the tech stack. Not just on end products but frameworks, tooling, IoT enablement, spatial data. Open-source culture feels deeply embedded; engineers from Hangzhou tell me there are AI hackathons every week in the city, where China’s new “little Silicon Valley” is located.

Indeed, the headline innovations at CES 2026 were not on devices but in cloud: platforms, ecosystems, enterprise deployments, and “hybrid AI” (cloud + on-device) applications. Lenovo threw the buzziest main-stage events this year, and yes, there were PCs—but the core story was its cross-device AI agent system, Qira, and a partnership pitch with Nvidia aimed at AI cloud providers. Nvidia’s CEO, Jensen Huang, launched Vera Rubin, a new data-center platform, claiming it would  dramatically lower costs for training and running AI. AMD’s CEO, Lisa Su, introduced Helios, another data-center system built to run huge AI workloads. These solutions point to the ballooning AI computing workload at data centers, and the real race of making cloud services cheap and powerful enough to keep up.

As I spoke with China-related attendees, the overall mood I felt was a cautious optimism. At a house party I went to, VCs and founders from China were mingling effortlessly with Bay Area transplants. Everyone is building something. Almost no one wants to just make money from Chinese consumers anymore. The new default is: Build in China, sell to the world, and treat the US market like the proving ground.

Why E.U. Ecommerce Rules Seem Complex

Merchants often ask me to explain E.U. ecommerce regulations. I usually start with a warning: There is no single framework. Instead, an ecosystem of overlapping rules now shapes how online commerce operates in Europe and how consumers behave.

That ecosystem has largely succeeded from a policy perspective. But it’s increasingly difficult for merchants.

I’m the co-founder of an ecommerce marketing firm in Poland. Here is my operator’s explanation of ecommerce laws in Europe.

European Commission home page

The European Commission proposes most E.U.-wide ecommerce regulations.

Consumer Trust

E.U. ecommerce regulation is not accidental or piecemeal. It reflects a deliberate policy choice of building consumer trust through enforceable rights, transparency obligations, and accountability across borders.

Legal and academic practitioners support this direction. Rules around seller identification, truthful pricing, authentic reviews, product safety, and complaint handling aim to close loopholes that once allowed unsafe or misleading offers. The result is a market where consumers expect to know who they are buying from, what they are paying for, and what happens if something goes wrong.

Those expectations stem largely from regulation rather than culture. European consumers are trained by law to demand clarity and redress. Foreign sellers often allege excessive consumer caution when, in reality, it is compliance-driven behavior.

Overlap

Observers largely agree on the objectives but differ in the extent to which regulation has expanded.

What used to be governed primarily by the E.U.’s E-Commerce Directive and the General Data Protection Regulation (GDPR) is now supplemented by the Omnibus Directive, the Geo-blocking Regulation, the Digital Services Act, the General Product Safety Regulation, accessibility rules, packaging and environmental requirements, and, soon, the Digital Product Passport.

Each addresses a specific risk. Together, they affect nearly every operational layer of ecommerce: marketing, product pages, review systems, onboarding, fulfillment, customer service, data handling, and documentation.

In my experience, merchants usually understand individual rules, but not multiple overlapping requirements.

Part of the confusion is institutional. Various offices of the European Commission propose most major rules. Laws are adopted legislatively through the European Parliament and the Council of the E.U., both consisting of representatives from member states. Some rules, such as the Digital Services Act and GDPR, apply directly to all E.U. countries. Others, including many consumer-protection measures, are E.U.-level goals requiring country adoption. Hence merchants face a combination of E.U.-wide rules and country-level enforcement. Compliance is centralized theoretically but fragmented in practice.

Industry executives are clear-eyed about the consequences. Compliance now requires sustained operational investment, not just legal review. Seller verification, review transparency, pricing history disclosures, and risk management processes are resource-intensive, particularly for marketplaces.

Large sellers can absorb those costs. Smaller ones often can’t.

This is where E.U. regulation risks undermining its own objectives. Small-to-midsize businesses face higher relative compliance costs, increasing documentation demands, and greater exposure to takedowns or account suspensions. Even formally proportionate rules are, practically, overwhelming.

E.U.-based merchants often fear unfair competition, as their businesses are easier to supervise and sanction than foreign rivals. The result, the merchants assert, is the opposite of the level playing field that policymakers intend.

Accessibility and More

One area of consensus is accessibility.

What was once a “nice to have” is rapidly becoming a legal requirement under the European Accessibility Act and national implementations. Ecommerce interfaces, checkout flows, customer communications, and terms and conditions increasingly fall within scope.

From my perspective, accessibility is also an operational tactic. Merchants that invest early tend to have better user experiences, fewer complaints, and stronger trust metrics. Latecomers often find that remediation is far more expensive.

Moreover, clear disclosures, transparent pricing, verified reviews, accessible design, and robust documentation increasingly function as trust indicators, differentiating serious merchants from opportunists.

In that sense, E.U. regulation indirectly drives performance. Merchants who integrate compliance into operations and brand strategy tend to perform better over time.

The trajectory of E.U. ecommerce regulation is toward more accountability and oversight — consumer protection over transactional speed. Whether that balance is ideal remains open to debate. For merchants selling into Europe, however, it’s a fixed condition of success.

WooCommerce WordPress Plugin Exploit Enables Fraudulent Charges via @sejournal, @martinibuster

The popular WooCommerce Square plugin for WordPress vulnerability enables unauthenticated attackers to uncover credit cards on file and make fraudulent charges. The vulnerability affects up to 80,000 installations.

WooCommerce Square WordPress Plugin

The WooCommerce Square plugin enables WordPress sites to accept payments through the Square POS, as well as synchronize product inventory data between Square and WooCommerce. Square plugin enables a WooCommerce merchant to support payments through Apple Pay®, Google Pay, WooCommerce Pre-Orders, and WooCommerce Subscriptions.

Insecure Direct Object Reference

The vulnerability in the plugin arises from an Insecure Direct Object Reference (IDOR) vulnerability, a flaw that happens when critical data is exposed in URL file parameters, such as identification numbers, which then enables an attacker to manipulate that data without proper access that would normally prevent them from accessing those files.

The Open Worldwide Application Security Project (OWASP) defines IDOR as:

“Insecure Direct Object Reference (IDOR) is a vulnerability that arises when attackers can access or modify objects by manipulating identifiers used in a web application’s URLs or parameters. It occurs due to missing access control checks, which fail to verify whether a user should be allowed to access specific data.”

Exploiting the vulnerability does not require that the attacker acquire any level of authentication or permission levels, making it easier for them to launch an attack on affected websites.

According to a Wordfence advisory:

“The WooCommerce Square plugin for WordPress is vulnerable to Insecure Direct Object Reference in all versions up to, and including, 5.1.1 via the get_token_by_id function due to missing validation on a user controlled key. This makes it possible for unauthenticated attackers to expose arbitrary Square “ccof” (credit card on file) values and leverage this value to potentially make fraudulent charges on the target site.”

There are multiple versions of the WooCommerce Square plugin that are patched, it’s recommended that users of the plugin update to at least one of the following versions:

  • 4.2.3
  • 4.3.2
  • 4.4.2
  • 4.5.2
  • 4.6.4
  • 4.7.4
  • 4.8.8
  • 4.9.9
  • 5.0.1
  • 5.1.2

The CVSS severity vulnerability score is rated at 7.5, indicating it’s a dangerous vulnerability that can be remotely exploitable but is mitigated by a constraint that keeps it from being rated as “Critical.”

Featured Image by Shutterstock/IgorZh

Apple Selects Google’s Gemini For New AI-Powered Siri via @sejournal, @MattGSouthern

Apple is partnering with Google to power its AI features, including a major Siri upgrade expected later this year.

The companies announced the multi-year collaboration on Monday. Google’s Gemini models and cloud technology will serve as the foundation for the next generation of Apple Foundation Models.

“After careful evaluation, Apple determined that Google’s AI technology provides the most capable foundation for Apple Foundation Models and is excited about the innovative new experiences it will unlock for Apple users,” the joint statement said.

What’s New

The partnership makes Gemini a foundation for Apple’s next-generation models. Apple’s models will continue running on its devices and Private Cloud Compute infrastructure while maintaining what the company calls its “industry-leading privacy standards.”

Neither company disclosed the deal’s financial terms. Bloomberg previously reported Apple had discussed paying about $1 billion annually for Google AI access, though that figure remains unconfirmed for the final agreement.

By November, Bloomberg reported Apple had chosen Google over Anthropic based largely on financial terms.

Existing OpenAI Partnership Remains

Apple currently integrates OpenAI’s ChatGPT into Siri and Apple Intelligence for complex queries that draw on the model’s broader knowledge base.

Apple told CNBC the company isn’t making changes to that agreement. OpenAI did not immediately respond to a request for comment.

The distinction appears to be between the foundational models powering Apple Intelligence overall versus the external AI connection available for certain queries.

Context

The deal arrives as Google’s AI position strengthens. Alphabet surpassed Apple in market capitalization last week for the first time since 2019.

The default-search deal between Google and Apple has been under scrutiny after U.S. District Judge Amit Mehta ruled Google holds an illegal monopoly in online search and related advertising. In September 2025, he did not require Google to divest Chrome or Android.

Apple had originally planned to launch an AI-powered Siri upgrade in 2025 but delayed the release.

“It’s going to take us longer than we thought to deliver on these features and we anticipate rolling them out in the coming year,” Apple said at the time.

Google introduced its upgraded Gemini 3 model late last year. CEO Sundar Pichai said in October that Google Cloud signed more deals worth over $1 billion through the first three quarters of 2025 than in the previous two years combined.

Why This Matters

I covered this partnership in November when Bloomberg first reported Apple was paying Google to build a custom Gemini model for Siri. Today’s joint statement confirms what was then unattributed sourcing.

The confirmation matters because it extends Gemini’s reach into one of the largest device ecosystems in the world. Apple has said Siri fields 1.5 billion user requests per day across more than 2 billion active devices. That installed base gives Gemini distribution Google couldn’t match through its own products alone.

The competitive signal is clearer now too. Apple evaluated Anthropic and chose Google. Eddy Cue testified in May that Apple planned to add Gemini to Siri, but today’s announcement frames it as a deeper infrastructure partnership, not just another assistant option.

If Siri becomes meaningfully more capable at answering queries directly, the implications mirror what’s happening with AI Overviews and AI Mode in search. More queries could be resolved without users reaching external websites.

Looking Ahead

The upgraded Siri is expected to roll out later in 2026. The companies haven’t provided a specific launch date.

Apple maintaining its OpenAI integration alongside the Google partnership suggests both relationships will continue, at least for now. How Apple balances these two AI providers for different use cases will become clearer as the new features launch.

Google’s UCP Checkout Brings New Tradeoffs For Retailers via @sejournal, @MattGSouthern

When Google announced that shoppers could complete purchases directly in AI Mode, the focus was on convenience and technical capability. A retailer who emailed Search Engine Journal raised different questions about what gets lost when the transaction moves to Google’s surfaces.

The retailer cited concerns that customers never visit the store, see accessory recommendations from other sellers, and lose brand connection when making purchases on Google.

The concern shows a tradeoff in Google’s Universal Commerce Protocol. Retailers gain potential access to customers at the moment of purchase intent. However, they may lose some of the brand environment, discovery patterns, and relationship-building that occur when shoppers visit owned sites.

What Changes When Checkout Leaves Your Site

The change affects several parts of how retailers interact with customers.

Cross-selling

Cross-selling may change shape. A customer buying a camera on your site might see lens recommendations, memory cards, or cases based on your merchandising strategy.

Google says it plans to add capabilities like discovering related products, applying loyalty rewards, and powering custom shopping experiences on Google, but it hasn’t detailed reporting, fees, or data-sharing for AI Mode checkout.

If loyalty rewards, saved preferences, and checkout work more smoothly on Google surfaces, some shoppers may prefer that experience even if retailers have less control over it. Whether that tradeoff benefits retailers depends on details Google hasn’t disclosed yet.

Brand Connection

Brand storytelling can get compressed into whatever product data feeds into Google’s systems. Retailers invest in site design, content, and navigation to communicate what makes them different. That investment may not fully transfer when the interaction happens in AI Mode’s standardized interface.

The customer relationship dynamics change. Retailers traditionally owned the full transaction flow: discovery, consideration, purchase, and post-purchase communication. For orders completed inside AI Mode, Google would host more of the discovery and checkout experience on its own surfaces, while retailers remain the seller of record.

The degree to which retailers can access customer journey data that normally informs merchandising and marketing is unknown.

The Amazon Parallel

The situation resembles dynamics that already exist with Amazon marketplace sellers. Third-party sellers on Amazon get access to massive customer traffic. Marketplace sellers often accept less control over the customer experience and limited access to relationship signals compared with selling on their own sites.

Google’s protocol creates similar dynamics but extends them across the open web rather than within a single marketplace. Google positions UCP as an open standard, in contrast to Amazon’s closed marketplace model. The key difference: Amazon requires sellers to list products on its platform. UCP lets Google insert checkout capabilities into AI Mode while products technically remain on participating retailers’ inventory systems.

Whether that distinction leads to more data for retailers or a different platform dependency depends on reporting and data-sharing details Google hasn’t specified.

When It Makes Sense, When It Doesn’t

Some retail business models rely heavily on price, convenience, and fulfillment speed. For these retailers, losing the site visit may matter less if UCP delivers customers when they’re ready to buy.

Other retailers compete on curation, brand experience, and discovery. A customer visiting a specialty outdoor gear retailer expects to explore complementary products, read buying guides, and engage with brand content. Moving more of the purchase flow onto Google surfaces could reduce how much of that value proposition happens on a retailer’s site.

The calculation also depends on customer acquisition costs. For example, if you’re paying $30 to acquire a customer through Google Ads and they buy a $50 product on your site, the unit economics work when you can cross-sell or build long-term relationship value. If checkout happens on Google’s surface and you can’t cross-sell or retarget, the same acquisition cost may not be worth it.

What’s Known Versus What’s Speculation

Google said eligible U.S. retailers will be able to participate in UCP checkout through AI Mode in Search and the Gemini app. Google says retailers remain the seller of record and can customize the integration.

A separate Google Developers blog post explains that merchants remain the Merchant of Record and highlights an embedded option for a customized checkout experience. But the announcement didn’t detail the data-sharing arrangement, fee structure, or the funnel-level reporting retailers will receive for AI Mode checkout events.

The protocol is described as “open,” but adoption requirements, integration complexity, and whether non-Google AI systems can use it are unclear.

Google’s Business Agent feature demonstrates one use of the new protocol: branded AI chat appears in Search results for participating retailers, but the interaction occurs on Google’s platform.

Some analysts frame the change as existential, using terms like “extinction event” for certain retail models. That’s based on assumptions about adoption rates, customer behavior, and competitive dynamics that haven’t played out yet.

The more measured question retailers are asking: Does this create fragmentation where they need to optimize for multiple checkout flows, or consolidation where Google becomes the dominant transaction layer for product searches?

Questions Without Clear Answers

Three implementation details will likely determine how disruptive AI Mode checkout becomes for retailers:

  1. Merchant Center control: whether participation is explicitly opt-in and retailers can limit checkout to specific products or categories.
  2. Measurement: what reporting retailers get for actions on Google surfaces and whether AI Mode orders can be distinguished from standard site conversions.
  3. Customer and journey data: what signals, if any, come back to retailers to support lifecycle marketing and merchandising decisions.

Google has outlined the direction for UCP but hasn’t detailed these operational components.

Looking Ahead

Google said UCP checkout will roll out to eligible U.S. retailers soon, but hasn’t provided specific timing. Business Agent, which puts branded AI chat on Search results, went live Jan. 12.

Retailers questioning the tradeoffs between visibility and control face a pattern that’s played out before with Amazon, Google Shopping, and social commerce. Early participants gain access to new traffic sources but accept platform rules they don’t control. Late adopters may find themselves at a disadvantage.

The core question several retailers have raised is: Can they maintain the brand differentiation and relationship-building that justified creating owned channels when the transaction occurs on someone else’s platform?

The protocol is too new to know yet.


Featured Image: michnik101/Shutterstock

10 Hard Truths About PPC: Insights From Last Year’s Best Debates For 2026 via @sejournal, @siliconvallaeys

Hosting my podcast, gives me a front-row seat to the unfiltered reality of our industry, the gritty, “in-the-trenches” reality shared by experts who manage millions in spend.

Last year, my guests, including Greg Finn, Christine “Shep” Zirnheld, Julie Friedman Bacchini, Andrew Lolk and Shawn Walker didn’t hold back. They dismantled “best practices,” called out platform biases, and highlighted exactly where the algorithms fail without human hands.

Here are the 10 most interesting (and sometimes uncomfortable) things my guests shared last year that you can take forward for 2026.

1. Google Is “Shaking The Couch Cushions” (And You’re The Couch)

We need to stop pretending Google’s incentives are perfectly aligned with ours. As Greg Finn and Christine Zirnheld from “Marketing O’Clock” pointed out, Google is, ultimately, a for-profit company, and while it remains an important advertising partner, its objectives don’t always perfectly align with what’s best for advertisers.

Finn put it perfectly: Have you ever noticed that the “Recommendations” tab always suggests raising your budget but never lowering it? That bias is literally built into the UI. With CPCs hitting record highs, “success” for the platform often just means “more revenue” for the shareholder.

And we’ve seen this play out in the data. Optmyzr analyzed more than 17,000 Google Ads accounts and found no consistent correlation between a high Optimization Score and strong performance. In fact, many of the best-performing accounts improved not by accepting Google’s recommendations, but by selectively rejecting them and focusing only on fixes that actually moved CPA, ROAS, or profit.

So, the takeaway is simple: Stop treating recommendations as gospel. Treat them as upsells, because the data shows that blindly following them doesn’t reliably help advertisers, but it does reliably help Google.

2. Automation Without Guardrails Is Just “High-Speed Waste”

The consensus from Shawn Walker from Symphonic Digital, Finn, and Julie Friedman Bacchini, President & Founder of Neptune Moon & Managing Director of PPC Chat, was unanimous: AI can execute, but it cannot strategize.

Walker noted that without strict conversion quality thresholds, Smart Bidding inevitably chases “cheap junk leads” because they are the easiest conversions to get. Meanwhile, Julie warned about “algorithm drift,” where a campaign slowly expands into irrelevant search terms because it thinks it’s being helpful.

Automation is necessary for modern account management, but that doesn’t mean “set it and forget it.” Your job isn’t moving bids anymore, it’s designing the right layers of automation and guardrails so the algorithms work, not the other way around.

I recently tested how well AI could diagnose a drop in conversions, and it confidently identified the campaign’s limited budget as the cause. The reasoning was simple: Some keywords were still receiving impressions while others weren’t, so the budget must be the bottleneck. But that didn’t make sense. Budget constraints usually affect campaigns broadly, reducing visibility across the board rather than selectively shutting off individual keywords.

When only certain keywords go dark, the more plausible explanation is a bidding issue. And if bidding is automated, that often indicates the algorithm deems those keywords as lower quality, resulting in lowered bids and ultimately, disappearing impressions.

The bigger point is this: AI often answers with confidence before it answers with accuracy. It can absolutely help you refine ad copy or strengthen relevance, but it still struggles to understand the nuanced and often counterintuitive interdependencies within a PPC account. In other words, it can assist with execution, but it’s not yet as reliable as a strategist.

3. The “Rule of 30” Is The New Law Of Gravity

One of the most practical takeaways of the year came from Walker. We often debate how much data Smart Bidding needs, but Shawn gave us the math:

You need ~30 conversions per campaign, per 30 days.

Not per account. Not across shared budgets. Per campaign. Below that threshold, the machine is just guessing. If you’re wondering why your small campaigns are volatile, it’s not bad luck; it’s bad math. You are starving the algorithm.

In Optmyzr’s 2024 study on the impact of bidding strategies on performance, we saw the same. 50+ conversions per month are ideal. 30+ is good, and anything less isn’t great. However, I would like to add one refinement to Shawn’s point. The real threshold isn’t “30 conversions per campaign,” but enough volume on the conversion goal/actions Smart Bidding is optimizing toward. Google’s systems can use broader, account-level conversion patterns to reduce data scarcity, and account-default goals and portfolio strategies are designed to expand the learning set beyond a single campaign.

What truly matters is having enough volume for the action you want Smart Bidding to optimize toward. If multiple campaigns are all working toward the same conversion event, they can effectively “pool” their learnings. In other words, campaigns don’t have to hit 30+ conversions individually as long as the underlying conversion action has enough aggregate volume for the system to learn and make reliable decisions.

4. “Soft Conversions” Are The Backbone Of SMB Success

So, what do you do if you can’t hit that magic number of 30? You have to feed the beast something else.

Guests heavily advocated for moving up the funnel. Walker detailed the necessity of “engaged visitor” signals, custom metrics like a user scrolling to a certain depth or spending time on site, fired only once per unique user to prevent inflation.

Whether it’s a PDF download, an add-to-cart, or a pricing page visit, these “soft” signals are no longer optional crutches; for smaller accounts, they are the only way to generate enough data density for Smart Bidding to function.

In other words, micro conversions still matter. They give Smart Bidding a richer sequence of intent signals to learn from: Did the user compare products? Did they view pricing? Did they return within 24 hours? Did they engage with interactive tools? In my experience, these micro-signals are what prevent smaller accounts from starving the algorithm and ultimately help it recognize high-quality users earlier in the journey.

5. SKAGs Are Finally, Truly Dead

If you are still using single keyword ad groups (SKAGs) in 2025, you are fighting a war that ended years ago. Bacchini was blunt: SKAGs have “run their course.”

The granular control we used to prize is now a liability. It fragments your data, making it harder for the AI to learn. Andrew Lolk, Founder at SavvyRevenue, backed this up, warning that over-segmenting campaigns destroys shared learnings. The winning structure for 2025 is radically simple: Consolidate until the data proves you need to separate.

What does that mean? Well, you should split campaigns when there are business reasons, like different bid targets, different promotions, etc. Put simply, you separate campaigns only when there’s a strategic reason, such as assigning different ROAS targets to products with different margins, or isolating seasonal inventory, like ski jackets, from evergreen categories like swimwear, so each can be optimized on its own performance curve.

And while single-keyword ad groups are outdated, single-theme ad groups (STAGs) have become the modern, more effective alternative. Instead of isolating each keyword, STAGs cluster queries that share the same intent and require the same message, giving Google enough data to learn without sacrificing relevance.

A better way to think about it:

A STAG isn’t just “all running shoes terms,” but it’s “all running shoes for distance training terms,” or “all waterproof trail-running shoes terms.” Each theme represents a specific user intent that warrants a specific ad and landing page combo

So, a more realistic STAG example might look like:

Theme: Long-distance running shoes

  • “best long-distance running shoes”
  • “marathon training running shoes”
  • “long-distance running shoes men”

All different keywords, but they relate to the same core motivation, the same benefits to highlight, and the same landing page experience.

STAGs preserve the messaging control SKAGs once offered, but without the data fragmentation that hinders Smart Bidding from working at its best. They give you messaging precision while still feeding the algorithm enough volume to learn.

6. Stop Splitting Performance Max

Speaking of consolidation, Lolk had some strong words for how we manage Performance Max. A common mistake is splitting PMax campaigns by asset group, brand, or generic themes without a distinct ROAS target.

His take? “Splitting = Starving.”

PMax campaigns don’t share data well. If you split them, you force each new campaign to learn from scratch, requiring double the volume to stabilize. Unless you have a radically different ROAS target for a specific category, keep it together. And for the love of PPC, stop running “feed-only” PMax, he says. Just use Standard Shopping if you need that control.

7. Search Is Making A Quiet Comeback

In a surprising twist, we repeatedly heard that ecommerce brands have overemphasized PMax and Shopping, leaving money on the table in Search.

Lolk argued that Search is reclaiming its role as the high-intent workhorse because it offers what PMax cannot: diagnostic visibility and true messaging control. You can’t capitalize on a weather trend or a specific seasonal moment if you’re waiting for PMax to “learn” about it. Search lets you move fast, and it lets you control the landing page, a lever we’ve severely undervalued lately.

8. Your Competitive Advantage Is Now “Post-Click”

With Google automating bids, targeting, and even the creative process, what is left for us? Bacchini says the answer lies after the click.

Differentiation is the new battleground. If your offer is weak or your landing page is generic, no amount of bid tweaking will save you. Clients often dramatically underestimate their competitors and overestimate their own value propositions. As PPC pros, our value add is shifting from “technical setup” to “business consultancy,” fixing the offer, the positioning, and the user experience.

9. Generative AI Is Your New Junior Strategist

We moved past the “AI will write my ads” hype and got into real use cases.

  • Zirnheld explained that AI has become her go-to tool for smoothing the communication gap between complex PPC work and client understanding. She uses it to draft clearer explanations, refine messaging, and spark creative concepts she can develop further. AI helps her accelerate the early stages, allowing her to spend more time on higher-value thinking.
  • Walker described how AI has become a true technical force multiplier inside his workflow. He now uses it to write Google Ads scripts, build custom tools, generate and debug code, and automate tasks that previously required days of manual effort. AI effectively turns his ideas into working prototypes, allowing him to iterate faster and push the boundaries of what one PPC manager can build.
  • Bacchini shared that AI has transformed how she researches competitors and analyzes positioning. Instead of manually combing through search results and landing pages, she can feed everything into AI and instantly see patterns, themes, and gaps. It gives her a strategic overview in seconds, helping her craft sharper messaging and understand where clients stand in a crowded landscape.

The consensus? AI won’t replace you, but an expert using AI will absolutely replace an expert who refuses to touch it.

In Silicon Valley, we used to lionize the idea of the 10x engineer, the kind of person who could out-code an entire team, see around corners in the architecture, and somehow ship things at a pace that felt almost unfair. But lately, the stories I’m hearing in my own network tell a different tale: Many of those “10x” engineers are starting to fall behind the so-called mediocre ones who are simply pushing the limits of what they can do with AI by their side.

And this no longer applies just to engineering. In every role, those who learn to partner with AI will outperform those who rely solely on talent and hustle.

10. The “Search” We Knew Is Disappearing

Finally, we touched on the existential shift. Shep mentioned she now uses Perplexity.ai for research more than Google. Greg Finn highlighted the instability of AI Overviews.

As I’ve been saying all year, we’re witnessing a dramatic shift from keywords to prompts. Search is no longer just about matching a query to an ad; it’s about connecting users who do complex prompts with solutions, and maybe showing an ad if that would be helpful.

In an AI-driven ecosystem, the “prompt” becomes the new keyword: a richer, more contextual signal that reflects not just what users type, but what they’re trying to accomplish. Advertisers who still think in terms of isolated keywords will fall behind; those who think in prompts, tasks, and intent paths will thrive.

The Bottom Line

The work of the modern PPC marketer continues to shift from pulling levers to thinking critically about the levers being pulled on our behalf. Automation is no longer optional, but neither is oversight. The winners this year were the advertisers who understood where algorithms shine, where they stumble, and where a human needs to step in with context that the machine simply doesn’t have.

And this evolution is far from over. As we head into 2026, I expect the debates on PPC Town Hall to get even more interesting. We’ll likely spend less time arguing about whether to adopt AI, and more time unpacking how to direct it, how to measure it, and how to prevent it from homogenizing every account it touches. We’ll explore what happens when prompts truly become the new keywords. And we’ll hear from practitioners who find creative, sometimes surprising ways to bend automation back toward profitability and strategy, rather than convenience.

If 2025 was the year we learned to tell the machine “No,” then 2026 may be the year we learn how to tell it “Do this and here’s why.” The marketers who thrive will be those who don’t just manage campaigns, but manage systems, using judgment, experimentation, and clear intent to guide increasingly powerful tools.

I’m looking forward to another year of unfiltered conversations on PPC Town Hall and to seeing what new hard truths (and opportunities) we uncover together.

More Resources:


Featured Image: Anton Vierietin/Shutterstock

Agentic Commerce: What SEOs Need To Consider (ACP & UCP) via @sejournal, @alexmoss

In my last post, I referenced how there is now a growing split between the “human” web and the “agentic” web, where AI agents are becoming an additional audience/profile alongside the “traditional” human visitors we have been optimizing for for years.

This shift is now becoming more aggressive, especially when it comes to the transactional web in the form of agentic commerce. 2026 will see the accelerated adoption of this method, where store owners will now have to cater to and optimize for both the human and agentic visitor concurrently.

The recent launch of Universal Commerce Protocol (UCP) from Google underlines the push towards this integration of AI and ecommerce experiences.

What Is Agentic Commerce?

Agentic commerce is when agents complete purchases autonomously on behalf of users. Now, a human can engage with a large language model platform, where the agent will browse and purchase from a site on behalf (and with approval) of the human. Not only is the agent acting as the gatekeeper for information gain and influencing decisions, but they are also acting as the gatekeeper for the transaction itself.

This is a step beyond delegating an LLM to act as a recommendation agent or a method of validation, but now transfers authority to actually transact.

Enter ACP (Agentic Commerce Protocol)

On Sept. 29, 2025, OpenAI and Stripe announced their partnership and, within this, launched ACP, an open standard that defines how AI agents, merchants, and payment providers interact to complete agentic and programmatic purchases.

On the same day, OpenAI detailed platforms that were immediately able to benefit from agentic commerce, including Shopify and Etsy, with others following suit using the protocol, including Walmart and Instacart.

From a CMS point of view, Shopify hit the ground running by enabling ACP for over 1 million merchants from the day of the announcement. WooCommerce has followed suit more recently by announcing it will be part of Stripe’s launch of Agentic Commerce Suite, which will allow even more merchants the ability to sell products through various AI-based platforms.

But ACP was launched three months ago, and as we now know, things move fast…

UCP: Google’s Answer To The Immersive Agentic Commerce Experience

Google just announced the launch of Universal Commerce Protocol, which widens some boundaries applied by ACP by tackling a broader problem, providing any AI surface (like Search AI Mode or Gemini) a common language to discover merchants, understand their capabilities, and orchestrate full journeys from discovery through order management, as well as engagement beyond a purchase (also made seamless using Google Pay). This is also done by integrating with other existing standards, including APIs, Agent2Agent (A2A), and the Model Context Protocol (MCP).

Aspect ACP (OpenAI) UCP (Google)
Primary focus Agent‑led commerce in ChatGPT and ACP‑aware agents.​ Unified rail for many agents/surfaces talking to merchants.
Journey Coverage Product feed, checkout, fulfillment, delegated payment. Discovery, checkout, discounts, fulfillment, order management, payments.
Driver OpenAI + Stripe & ecosystem partners. Google + retailers/platforms (Shopify, Etsy, Walmart, etc.).

Here, Google adds to the possibilities of the commerce experience, where SEOs can adopt both ACP and UCP in order to accommodate both platforms and ecosystems.

This will only become more immersive as 2026 progresses. Google has a great advantage of knowing a lot about individual users, and features such as AI features inside Gmail illustrate Google can utilize and understand much more context about individuals in order to provide an even more frictionless experience.

Why This Matters For SEOs

As SEOs, we’ve spent over a generation optimizing for humans, albeit for various personas or ICPs. While we are still required to do this, we must now include the agent as an additional consideration. This does pose another challenge: that AI agents don’t browse pages but instead query APIs, parse product feeds, and evaluate structured data.

As such, we need to optimize for this. Maybe I can give it a name…

ACO: Agentic Commerce Optimization

I don’t want to trigger you by introducing yet another acronym to what seems to be a previous year of new acronyms, but for the sake of this post, let’s pretend that ACO is something you’ve been told to do now, as well as SEO, even though this is still SEO.

What would I need to consider and optimize for for successful ACO?

  • Crawlability: Agents still follow links, take journeys, and understand IA.
  • Format: Content needs to be concise with less fluff, but enough to ensure unique value has been added, and that it provides consistency throughout the site as a whole.
  • Structured Data: Agents will become more reliant on existing standards, especially if they’re open source.
  • Brand Authority And Sentiment: Populating your products well is, of course, paramount, but without positive brand sentiment, you have the challenge of convincing the agent to cite you as part of that discovery, then have to convince the human who will have that feedback presented to them. Third-party perspectives will become a larger contribution towards some of the agents’ grounding procedures before any agentic commerce begins.

Sounds familiar, right? While ACP is a connector between your site and the platforms that allow agents to use it, and CMSs are out there to make that connection as seamless as possible, this isn’t just a switch where, when switched on, is automatically optimized.

ACO = SEO.  

Schema.org Is The Glue

Pascal Fleury presenting structured data options at Search Central Live Zurich December 2025
Image Credit: Alex Moss, January 2026

Last month at Google Search Central Live in Zurich, Pascal Fleury went into detail about structured data for Shopping, where we can see that, while “schema.org is the glue that holds [structured data] together,” there are still other industry standards, such as GS1, that will add even more granular detail to products that will not only help inform agents on really specific details but also understand that you’re a great source of information to continue ingest from.

Product schema, pricing, availability, reviews, FAQs, shipping options, and other logistics, loyalty schemes –  all of this structured data will need close optimization. If it’s missing or incorrect, you’re invisible to agent-mediated discovery.

Test The Agents

Even before your store is ACP-enabled, test how agents perceive your products. Ask platforms about products in your category. Do they surface your brand? How do they describe your products and complementary offerings? What information are they presenting, from both first-party and third-party perspectives? And more importantly, what is missing that you expected to be present?

Then, enable. What are the differences? Compare the results.

What Can I Do About It Now?

ACP

For WooCommerce and Wix, you will unfortunately need to join Stripe’s waitlist for ACS. Shopify users also have to join their own waitlist. Until then, we will have to wait until full rollout, but expect this to accelerate in Q1 of 2026.

If you work with a site where you have to integrate ACP directly into your CMS, any early adopters will perhaps benefit from early discovery, while the other CMSs catch up and competition is lower. So here, while this will require more resources, you will be able to take advantage of what ACP has to offer while most wait for their CMS platform to create the solution for them.

UCP

This is extremely fresh information, but I suggest that some time to understand it in detail, as well as experiment where possible using their documentation and GitHub repo, I know that’s how a lot of my time will be spent in the next few weeks.

More Resources:


Featured Image: Koupei Studio/Shutterstock