SEO Fundamental: Google Explains Why It May Not Use A Sitemap via @sejournal, @martinibuster

Google’s John Mueller answered a question about why a Search Console was providing a sitemap fetch error even though server logs show that GoogleBot successfully fetched it.

The question was asked on Reddit. The person who started the discussion listed a comprehensive list of technical checks that they did to confirm that the sitemap returns a 200 response code, uses a valid XML structure, indexing is allowed and so on.

The sitemap is technically valid in every way but Google Search Console keeps displaying an error message about it.

The Redditor explained:

“I’m encountering very tricky issue with sitemap submission immediately resulted `Couldn’t fetch` status and `Sitemap could not be read` error in the detail view. But i have tried everything I can to ensure the sitemap is accessible and also in server logs, can confirm that GoogleBot traffic successfully retrieved sitemap with 200 success code and it is a validated sitemap with URL – loc and lastmod tags.

…The configuration was initially setup and sitemap submitted in Dec 2025 and for many months, there’s no updates to sitemap crawl status – multiple submissions throughout the time all result the same immediate failure. Small # of pages were submitted manually and all were successfully crawled, but none of the rest URLs listed in sitemap.xml were crawled.”

Google’s John Mueller answered the question, implying that the error message is triggered by an issue related to the content.

Mueller responded:

“One part of sitemaps is that Google has to be keen on indexing more content from the site. If Google’s not convinced that there’s new & important content to index, it won’t use the sitemap.”

While Mueller did not use the phrase “site quality,” site quality is implied because he says that Google has to be “keen on indexing more content from the site” that is “new and important.”

That implies two things, that maybe the site doesn’t produce much new content and that the content might not be important. The part about content being important is a very broad description that can mean a lot of things and not all of those reasons necessarily mean that the content is low quality.

Sometimes the ranked sites are missing an important form of content or a structure that makes it easier for users to understand a topic or come to a decision. It could be an image, it could be a step by step, it could be a video, it could be a lot of things but not necessarily all of them. When in doubt, think like a site visitor and try to imagine what would be the most helpful for them. Or it could  be that the content is trivial because it’s thin or not unique. Mueller was broad but I think circling back to what makes a site visitor happy is the way to identify ways to improve content.

Featured Image by Shutterstock/Asier Romero

Email Marketing Awaits True AI

Artificial intelligence has not yet fulfilled its email marketing potential, at least not without human help.

There is a maturation gap between the AI-powered email that marketers can imagine and the campaigns they can actually create. Filling this gap could be a significant opportunity.

Email Endures

Email marketing should seemingly be obsolete. The first “email,” after all, occurred in October 1971, nearly 55 years ago.

Surely, social media platforms, text messaging, and various applications such as WhatsApp and Discord could have supplanted it. And let’s not forget the grim industry concerns when Gmail introduced the “Promotions” tab in 2013. Today, AI inbox summaries are the latest marketing threat.

Nonetheless, for many ecommerce businesses, email continues to produce a disproportionate share of revenue. The channel remains durable not because it is novel, but because it is owned, measurable, and tightly connected to shopper behavior.

Female in front of a laptop engaging with email

The potential of AI-driven email marketing lies in targeting each shopper individually.

Relevant

As an example, self-described email marketing nerd Chase Dimond recently posted on X his ecommerce email marketing recommendations.

Diamond’s “7 Types of Emails Every Ecom Store Should Send” and “4 Must-Send Ecommerce Emails” describe traditional, pre-AI tactics.

His recommendations imply that core campaigns — abandoned cart reminders, urgency-driven promotions, referral requests, content-led engagement sequences — still convert. The underlying psychology of timing, relevance, and motivation has not suddenly expired.

Audience of One

This apparent status quo, however, does not mean that email marketing cannot evolve. We expect artificial intelligence to be disruptive.

To this end, AI’s greatest potential:

  • Enables segmentation at the audience-of-one level,
  • Delivers the right offer to the right person at the exact moment it will convert,
  • Achieves precise, individualized relevance.

True AI means every subscriber becomes a segment of one, combining behavioral signals, predictive intent, contextual timing, and offer economics. The result is an individualized experience optimized for conversion.

I see four requirements for this sort of AI-powered email.

  • Predictive personalization. The AI automation must evaluate a shopper’s evolving propensity to purchase specific products or respond to particular offers. Where rule-based segments might separate “high value customers” from “lapsed buyers,” a predictive model determines when a specific individual is ready to buy, and what offer is most persuasive.
  • Contextual timing. Pre-AI workflows fire fixed triggers based on cart or browse abandonments. AI should identify not only the event but the best moment for conversion.
  • Offer optimization. Rather than blasting a single discount or incentive to every subscriber, an AI system can adjust its amount or type. Shopper A responds to free shipping, while shopper B requires a small bonus.
  • Scalable to individual behavior. In theory, AI could generate thousands or millions of unique message variations tailored to individual behavior and propensity. It could orchestrate dynamic sequence choices, conditional messaging paths, and offer decisions — all without human interaction.

An audience of one redefines email marketing.

The Gap

Unfortunately that vision is not achievable today. AI is currently more of an email marketing assistant than a personalized engine.

Certainly it can streamline campaign variations, generating, for example, multiple subject lines and tests. Many email platforms now include native support for real-time behavioral scoring, predictive intent, individualized offers, and send-time optimization.

Yet the gulf between possibility and practical tooling is why many marketers say “AI isn’t there yet.” The potential remains high, but the infrastructure is still emerging.

In the meantime, creative email marketers can experiment with audience-of-one approximations by stitching together existing technologies, such as:

  • Workflow automation tools knit disparate systems that function autonomously once created. Providers include Zapier, Make, and n8n.
  • Recommenders. Platforms such as Recombee and Luigi’s Box can drive product and offer recommendations. These too can sync with workflow automations.

Until platforms close the gap, experimentation and integration are likely to shape competitive advantage, enabling some ecommerce email marketers to approximate individualized messaging well before such capabilities become standard features.

Measles cases are rising. Other vaccine-preventable infections could be next.

There’s a measles outbreak happening close to where I live. Since the start of this year, 34 cases have been confirmed in Enfield, a northern borough of London. Most of those affected are children under the age of 11. One in five have needed hospital treatment.

It’s another worrying development for an incredibly contagious and potentially fatal disease. Since October last year, 962 cases of measles have been confirmed in South Carolina. Large outbreaks (with more than 50 confirmed cases) are underway in four US states. Smaller outbreaks are being reported in another 12 states.

The vast majority of these cases have been children who were not fully vaccinated. Vaccine hesitancy is thought to be a significant reason children are missing out on important vaccines—the World Health Organization described it as one of the 10 leading threats to global health in 2019. And if we’re seeing more measles cases now, we might expect to soon see more cases of other vaccine-preventable infections, including some that can cause liver cancer or meningitis.

Some people will always argue that measles is not a big deal—that infections used to be common, and most people survived them and did just fine. It is true that in most cases kids do recover well from the virus. But not always.

Measles symptoms tend to start with a fever and a runny nose. The telltale rash comes later. In some cases, severe complications develop. They can include pneumonia, blindness, and inflammation of the brain. Some people won’t develop complications until years later. In rare cases, the disease can be fatal.

Before the measles vaccine was introduced, in 1963, measles epidemics occurred every two to three years, according to the WHO. Back then, around 2.6 million people died from measles every year. Since it was introduced, the measles vaccine is thought to have prevented almost 59 million deaths.

But vaccination rates have been lagging, says Anne Zink, an emergency medicine physician and clinical fellow at the Yale School of Public Health. “We’ve seen a slow decline in people who are willing to get vaccinated against measles for some time,” she says. “As we get more and more people who are at risk because they’re unvaccinated, the higher the chances that the disease can then spread and take off.”

Vaccination rates need to be at 95% to prevent measles outbreaks. But rates are well below that level in some regions. Across South Carolina, the proportion of kindergartners who received both doses of the MMR vaccine, which protects against measles as well as mumps and rubella, has dropped steadily over the last five years, from 94% in 2020-2021 to 91% in 2024-2025. Some schools in the state have coverage rates as low as 20%, state epidemiologist Linda Bell told reporters last month.

Vaccination rates are low in London, too. Fewer than 70% of children have received both doses of their MMR by the time they turn five, according to the UK Health Security Agency. In some boroughs, vaccination rates are as low as 58%. So perhaps it’s not surprising we’re seeing outbreaks.

The UK is one of six countries to have lost their measles elimination status last month, along with Spain, Austria, Armenia, Azerbaijan, and Uzbekistan. Canada lost its elimination status last year.

The highly contagious measles could be a bellwether for other vaccine-preventable diseases. Zink is already seeing signs. She points to a case of polio that paralyzed a man in New York in 2022. That happened when rates of polio vaccination were low, she says. “Polio is a great example of … a disease that is primarily asymptomatic, and most people don’t have any symptoms whatsoever, but for the people who do get symptoms, it can be life-threatening.”

Then there’s mumps—another disease the MMR vaccine protects against. It’s another one of those infections that can be symptom-free and harmless in some, especially children, but nasty for others. It can cause a painful swelling of the testes, and other complications include brain swelling and deafness. (From my personal experience of being hospitalized with mumps, I can attest that even “mild” infections are pretty horrible.)

Mumps is less contagious than measles, so we might expect a delay between an uptick in measles cases and the spread of mumps, says Zink. But she says that she’s more concerned about hepatitis B.

“It lives on surfaces for a long period of time, and if you’re not vaccinated against it and you’re exposed to it as a kid, you’re at a really high risk of developing liver cancer and death,” she says.

Zink was formerly chief medical officer of Alaska, a state that in the 1970s had the world’s highest rate of childhood liver cancer caused by hepatitis B. Screening and universal newborn vaccination programs eliminated the virus’s spread.

Public health experts worry that the current US administration’s position on vaccines may contribute to the decline in vaccine uptake. Last month the US Centers for Disease Control and Prevention approved changes to childhood vaccination recommendations. The agency no longer recommends the hepatitis B vaccine for all newborns. The chair of the CDC’s vaccine advisory panel has also questioned broad vaccine recommendations for polio.

Even vitamin injections are being refused by parents, says Zink. A shot of vitamin K at birth can help prevent severe bleeding in some babies. But recent research suggests that parents of 5% of newborns are refusing it (up from 2.9% in 2017).

“I can’t tell you how many of my pediatric [doctor] friends have told me about having to care for a kiddo in the ICU with … bleeding into their brain because the kid didn’t get vitamin K at birth,” says Zink. “And that can kill kids, [or have] lifelong, devastating, stroke-like symptoms.”

All this paints a pretty bleak picture for children’s health. But things can change. Vaccination can still offer protection to plenty of people at risk of infection. South Carolina’s Department of Public Health is offering free MMR vaccinations to residents at mobile clinics.

“It’s easy to think ‘It’s not going to be me,’” says Zink. “Seeing kiddos who don’t have the agency to make decisions [about vaccination] being so sick from vaccine-preventable diseases, to me, is one of the most challenging things of practicing medicine.”

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

Job titles of the future: Breast biomechanic

Twenty years ago, Joanna Wakefield-Scurr was having persistent pain in her breasts. Her doctor couldn’t diagnose the cause but said a good, supportive bra could help. A professor of biomechanics, Wakefield-Scurr thought she could do a little research and find a science-backed option. Two decades later, she’s still looking. Wakefield-Scurr now leads an 18-person team at the Research Group in Breast Health at the University of Portsmouth in the UK. Their research shows that the most effective high-impact-sports bras have underwires, padded cups, adjustable underbands and shoulder straps, and hook-and-eye closures. These bras reduce breast movement by up to 74% when compared with wearing no bra. But movement might not be the only metric that matters.

A biological rarity

Few anatomical structures hang outside of the body unsupported by cartilage, muscle, or bone—meaning there wasn’t much historical research to build on. Wakefield-Scurr’s lab was the first to find that when women run, the motion of the torso causes breasts to move in a three-dimensional pattern—swinging side to side and up and down—as well as moving forward and backward. In an hour of slow jogging, boobs can bounce approximately 10,000 times.

A sports necessity

Wearing a bra that’s too tight can limit breathing. Wearing one that’s too loose can create back, shoulder, and neck pain. Pain can also be caused by the lag between torso and breast movement, which causes what is scientifically known as “breast slap.”

The lab’s research has also found that the physical discomfort of bad bras, combined with the embarrassment of flopping around, is the one of the biggest barriers to exercise for women and that if women have a good sports bra, they’re more willing to go for a run.

An open question

Some bras function by deliberately compressing breasts. Others encapsulate and support each individual breast. But scientists still don’t know whether it’s more biomechanically important to reduce the breasts’ motion entirely, to reduce the speed at which they move, or to reduce breast slap. Will women constantly be forced to choose between the comfort of a stretchier bra and the support of a more restrictive one?

Wakefield-Scurr is excited about new materials she’s tested that tighten or stretch depending on how you move. She’s working with fabric manufacturers and clothing companies to try out their wares.

As more women take up high-impact sports, the need to understand what makes a good bra grows. Wakefield-Scurr says her lab can’t keep up with demand. Their cups runneth over.

Sara Harrison is a freelance journalist who writes about science, technology, and health.

Community service

The bird is a beautiful silver-gray, and as she dies twitching in the lasernet I’m grateful for two things: First, that she didn’t make a sound. Second, that this will be the very last time. 

They’re called corpse doves—because the darkest part of their gray plumage surrounds the lighter part, giving the impression that skeleton faces are peeking out from behind trash cans and bushes—and their crime is having the ability to carry diseases that would be compatible with humans. I open my hand, triggering the display from my imprinted handheld, and record an image to verify the elimination. A ding from my palm lets me know I’ve reached my quota for the day and, with that, the year.

I’m tempted to give this one a send-off, a real burial with holy words and some flowers, but then I hear a pack of streetrats hooting beside me. My city-issued vest is reflective and nanopainted so it projects a slight glow. I don’t know if it’s to keep us safe like they say, or if it’s just that so many of us are ex-cons working court-ordered labor, and civilians want to be able to keep an eye on us. Either way, everyone treats us like we’re invisible—everyone except children.

I switch the lasernet on the bird from electrocute to incinerate and watch as what already looked like a corpse becomes ashes.

“Hey, executioner!” says a girl.

“Executioner” is not my official title. The branch of city government we work for is called the Department of Mercy, and we’re only ever called technicians. But that doesn’t matter to the child, who can’t be more than eight but has the authority of a judge as she holds up a finger to point me out to her friends.

bird talon

HENRY HORENSTEIN

“Guys, look!” she says, then turns her attention to me. “You hunting something big?”

I shake my head, slowly packing up my things.

“Something small?” she asks. Then her eyes darken. “You’re not a cat killer, are you?”

“No,” I say quickly. “I do horseflies.”

I don’t know why I lied, but as the suspicion leaves her face and a smile returns, I’m glad I did.

“You should come down by the docks. We’ve got flies! Make your quota in a day.”

The girl tosses her hair, making the tinfoil charms she’s wrapped around her braids tinkle like wind chimes. 

“It’s my last day. But if I get flies again for next year, I’ll swing by.”

Another lie, because we both know the city would never send anyone to the docks for flies. Flies are killed because they are a nuisance, which means people only care about clearing them out of suburbs and financial districts. They’d only send a tech down to the docks to kill something that put the city proper at risk through disease, or by using up more resources than they wanted to spare.

LeeLee is expecting me home to sit through the reassignments with her and it’s already late, so I hand out a couple of the combination warming and light sticks I get for winter to the pack of children with nowhere to go. As I walk away, the children are laughing so loud it sounds like screaming. They toss the sticks in the air like signal flares, small bright cries for help that no one will see.


LeeLee’s anxiety takes the form of caretaking, and as soon as I’ve stepped through the door I can smell bread warming and soup on the stove. I take off my muffling boots. Another day, I’d leave them on and sneak up on her just to be irritating, and she’d turn and threaten me with whatever kitchen utensil was at hand. But she’ll be extra nervous today, so I remove the shoes that let me catch nervous birds, and step hard on my way in.

Sometimes it seems impossible that I can spend a year killing every fragile and defenseless thing I’ve encountered but still take such care with Lee. But I tell myself that the killing isn’t me—it’s just my sentence, and what I do when I have a choice is the only thing that really says anything about me. For the first six months and 400 birds, I believed it.

LeeLee flicks on a smile that lasts a whole three seconds when she sees me, then clouds over again.

“Soup’s too thin. There wasn’t enough powder for a real broth.”

“I like thin soup,” I say.

“Not like this. It doesn’t even cover up the taste of the water.”

“I like the taste of the water,” I say, which breaks her out of her spiraling enough to roll her eyes.

I put my hands on her shoulder to stop her fussing. 

“The soup is going to be fine,” I say. “So will the reassignment.”

I’m not much taller than she is, but when we met in juvie she hadn’t hit her last growth spurt yet, so she still tilts her head back to look me in the eyes. “What if it’s not?”

“It will—”

“What if you get whatever assignment Jordan got?”

There it is. Because two of us didn’t leave juvie together to start community service—three of us did. But Jordan didn’t last three weeks into his assignment before he turned his implements inward.

I notice she doesn’t say What if  I get what Jordan got? Because LeeLee is more afraid of being left alone than of having to kill something innocent.

“We don’t know what his assignment was,” I say.

It’s true, but we do know it was bad. Two weeks into our first stretch, a drug meant to sterilize the city’s feral cat population accidentally had the opposite effect. Everyone was pulled off their assigned duty for three days to murder litters of new kittens instead. It nearly broke me and Lee, but Jordan seemed almost grateful.

“Besides, we don’t know if his assignment had anything to do with … what he did. You’re borrowing trouble. Worry in”—I check my palm—“an hour, when you actually know there’s something to worry about.”

You’d think it would hover over us too insistently to be ignored, but after we sit down and talk about our day I’m at ease, basking in the warmth of her storytelling and the bread that’s more beige than gray today. When the notification comes in, I am well and truly happy, and I can only hope it isn’t for the last time.

We both stiffen when we hear the alert. She looks at me, and I give her a smile and a nod, and then we look down. In the time between hearing the notification and checking it, I imagine all kinds of horrors that could be in my assignment slot. I imagine a picture of kittens, reason enough for the girl I met earlier to condemn me. For a moment, just a flash, I imagine looking down and seeing my own face as my target, or LeeLee’s.

But when I finally see the file, the relief that comes over me softens my spine. It’s a plant. Faceless, and bloodless. 

I look up, and LeeLee’s eyes are dark as she leans forward, studying my face, looking for whatever crack she failed to see in Jordan. I force myself to smile wide for her.

“It’s a plant. I got a plant, Lee.”

She reaches forward and squeezes my hands. Hers are shaking.

“What did you get?” I ask.

She waves away my question. “I got rats. I can handle it. I was just worried about you.”

I spend the rest of the night unbelievably happy. For the next year, I get to kill a thing that does not scream.


“You get all that?” the man behind the desk asks, and I nod even though I didn’t.

I’ve traded in my boots and lasernet for a hazmat suit and a handheld mister with two different solutions. The man had been talking to me about how to use the solutions, but I can’t process verbal information very well. The whole reason I was sent to the correctional facility as a teen was that too many teachers mistook my processing delays for behavioral infractions. I’m planning to read the manual on my own time before I start in a few hours, but when I pick up the mister and look down the barrel, the equipment guy freaks out.

“They were supposed to add sulfur to this batch, but they didn’t. So you won’t smell it. It won’t make you cough or your eyes water. It’ll just be lights out. Good night. You got me?”

“Did you not hear me? Don’t even look at that thing without your mask on.” He takes a breath, calmer now that I’ve lowered my hands. “Look, the first solution—it’s fine. It’s keyed to the plant itself and just opens its cells up for whatever solution we put on it. You could drink the stuff. But that second? The orange vial? Don’t even put it in the mister without your mask on. It dissipates quickly, so you’re good once you’re done spraying, but not a second before.”

He looks around, then leans in. “They were supposed to add sulfur to this batch, but they didn’t. So you won’t smell it. It won’t make you cough or your eyes water. It’ll just be lights out. Good night. You got me?”

I nod again as I grab the mask I hadn’t noticed before. This time when I thank him, I mean it.


It takes me an hour to find the first plant, and when I do it’s beautiful. Lush pink on the inside and dark green on the outside, it looks hearty and primitive. Almost Jurassic. I can see why it’s only in the sewers now: it would be too easy to spot and destroy aboveground in the sea of concrete.

After putting on my mask, I activate the mister and then stand back as it sprays the plant with poison. Nothing happens. I remember the prepping solution and switch the cartridges to coat it in that first. The next time I try the poison, the plant wilts instantly, browning and shrinking like a tire deflating. I was wrong. Plants this size don’t die silently. It makes a wheezing sound, a deep sigh. By the third time I’ve heard it, I swear I can make out the word Please.

sprout

HENRY HORENSTEIN

When I get home, LeeLee’s locked herself in the bathroom, which doesn’t surprise me. I heard that they moved to acid for rats, and the smell of a corpse dissolving is impossible to get used to and even harder to get out of your hair. I eat dinner, read, change for bed, and she’s still in the bathroom. I brush my teeth in the kitchen.


The next morning, I have to take a transport to the plant’s habitat on the other end of the city, so I spend the time looking through the file that came with the assignment. Under “Characteristics,” some city government scientist has written, “Large, dark. Resource-intensive. Stubborn.”

I stare at the last word. Its own sentence, tacked on like an afterthought. Stubborn. The same word that was written in my file when I got sent from school to the facility where I met LeeLee and Jordan. Large, dark, stubborn, and condemned. I’ve never been called resource-intensive. But I have been called a waste.

And maybe that’s why I do it.

When I get to my last plant of the day, I don’t reach for the mister. This one is small, young, the green still neon-bright and the teeth at the edges still soft. I pick it up, careful with its roots, and carry it home. I find a discarded water container along the way and place it inside. When I get home I knock on LeeLee’s door. She doesn’t answer, so I leave the plant on the floor as an offering. They aren’t proper flowers, but they smell nice and earthy. It might keep the residual odor from melted organs, fur, and bones from taking over her room.


“Killing things is a dumb job,” says the girl.

After a week of hearing the death cries of its cousins, I was moved to use some of my allowance to buy cheap fertilizer and growth serum for my plant. The girl and her friends, fewer than before, were panhandling at the megastore across the way. She ran over, braids jingling, as soon as she saw me. I thought she’d leave once I gave her more glowsticks for her friends, but she stayed in step and kept following me.

“It’s not a dumb job,” I say, even though it is. 

“What’s the point?”

I shift my bag to point at the bottom of my vest. Beneath “Mercy Dept.” the department’s slogan is written in cursive: Killing to Save! 

“See?”

She sees the text but doesn’t register it, and I have to remind myself that even getting kicked out of school is a privilege. The city had decided to stop wasting educational resources on me. They’d never even tried with her or the other streetrats.

“It just means we kill to help.”

“That doesn’t make sense.”

Suddenly, all I can think about is Jordan. “Maybe they don’t mind.”

“What?”

I think of the plants. Maybe they hadn’t been pleading. Maybe they’d been sighing with relief. I think of the birds that eventually stopped running away.

“Maybe they’re tired. The city’s right, and their existence isn’t compatible with the world we made. And that’s our fault for being stupid and cruel, but it makes their lives so hard. We’ve made it so they can only live half a life. Maybe the least we can do is finish the job.”

It’s a terrible thing to say—even worse to a kid.

Her eyes go hard. “What are you killing now, executioner?”

The question surprises me. “Sewer plants. Why?”

“I don’t believe you.”

I’d wanted her to leave me alone, but when she runs away I feel suddenly empty.


I have an issue at work when I can’t find my poison vial. I tell them it rolled away in the sewer and I couldn’t catch it in time, because I don’t want to tell them I was unobservant enough to let a street kid steal from me. After a stern warning and a mountain of forms, they issue a new vial and don’t add to my service time.

Pulling overtime to make up for the day I didn’t have my poison means it’s days before I get to fertilize my houseplant. LeeLee’s door is open, so I bring in the fertilizer and serum. She’s put the plant on her windowsill, but it prefers indirect sunlight, so I move it to the shelf next to her boxes of knickknacks and trinkets. I add the fertilizer to its soil and am about to spray it with the growth serum when I get an idea. I get the mister from my kit and set it up to spray the prepping solution on the little plant to prime it. I open the window and put on my mask, just in case, but I’m sure the man was telling the truth when he called the first liquid harmless. After its cells are open, I spray it with my store-bought growth serum.

I’m halfway through making dinner when I hear the crash and run into LeeLee’s room.

“Shit!”

The plant has grown huge, turning adult instantly, and its new weight has taken down LeeLee’s shelf. Dainty keepsake boxes are shattered on our concrete floor.

I bend to my knees quickly, so focused on fixing my mistake that I don’t register the oddness of the items I’m picking up—jacks, kids’ toys, a bow—until my fingers touch something small and shimmering. It’s a scrap of silver, still rounded in the shape of the braids it was taken from.

I got rats. I can handle it.

I’d forgotten the city has more than one kind.


I’m waiting up when Lee gets home. I don’t make her tell me. I just grab her kit and rummage through it. Where my kit has a hazmat suit, hers has a stealth mesh to render her invisible. Where I keep my mister, she has a gun loaded with vials too large for rats. I have a mini-vac to suck up excess plant matter to prevent seeds from sprouting. She has zip ties.

By the time I’m done, she’s already cracking under the weight of everything she tried to protect me from. Within moments she’s sobbing on the floor. I carry her to her bed and get in beside her. I try not to listen too closely as she recounts every horrible moment, but I’m listening at the end, when she tells me she can’t do it anymore. When she confesses that she’s the one who stole my poison, and has only been waiting to take it because she didn’t have the stomach to do to me what Jordan did to us.

I tell her how we’ll make playgrounds of dead data centers and use hoses to fill the holes where skyscrapers were, and kids will play Marco Polo swimming over a CEO’s sunken office.

I leave her for just a moment, but by the time I lie back in bed beside her I’ve figured it out.

I tell her that she won’t have to take her shift tomorrow. I tell her I’m going to go around the city with my mister and my growth serum. That I’ll move plants from sewers to the yards around City Hall and every public space and the support pylons of important people’s companies, and then spray them so they become huge. The city will freak. I tell her it will be like the kittens, but this time we’ll all be pulled off our assignments to kill plants. And maybe the serum will work too well. Maybe the city was right to fear these plants, and they will grow and grow and eat our concrete while the roots crack our foundations and cut our electricity and everything will crumble. And the people with something to lose might suffer, but the rest of us will just laugh at the perfection of rubble. I tell her how we’ll make playgrounds of dead data centers and use hoses to fill the holes where skyscrapers were, and kids will play Marco Polo swimming over a CEO’s sunken office. 

She asks if I’ll put any at our old detention center.

I tell her, Hundreds.

I talk long enough that her eyes close, and loud enough that neither of us can hear the sound of my mister blowing. The man who gave it to me was right. Even without the mask, it doesn’t smell like sulfur. It doesn’t smell like anything. 


Micaiah Johnson’s debut novel, The Space Between Worlds, a Sunday Times bestseller and New York Times Editors’ Choice pick, was named one of the best books of 2020 and one of the best science fiction books of the last decade by NPR. Her first horror novel, The Unhaunting, is due out in fall 2026.

The Download: Microsoft’s online reality check, and the worrying rise in measles cases

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.

Microsoft has a new plan to prove what’s real and what’s AI online

AI-enabled deception now permeates our online lives. There are the high-profile cases you may easily spot. Other times, it slips quietly into social media feeds and racks up views.

It is into this mess that Microsoft has put forward a blueprint, shared with MIT Technology Review, for how to prove what’s real online.

An AI safety research team at the company recently evaluated how methods for documenting digital manipulation are faring against today’s most worrying AI developments, like interactive deepfakes and widely accessible hyperrealistic models. It then recommended technical standards that can be adopted by AI companies and social media platforms. Read the full story.

—James O’Donnell

Community service: a short story

In the not-too-distant future, civilians are enlisted to kill perceived threats to human life. In this short fiction story from the latest edition of our print magazine, writer Micaiah Johnson imagines the emotional toll that could take on ordinary people. Read the full story and if you haven’t already, subscribe now to get the next edition of the magazine.

Measles cases are rising. Other vaccine-preventable infections could be next.

There’s a measles outbreak happening close to where I live. Since the start of this year, 34 cases have been confirmed in Enfield, a northern borough of London.

It’s another worrying development for an incredibly contagious and potentially fatal disease. Since October last year, 962 cases of measles have been confirmed in South Carolina. Large outbreaks (with more than 50 confirmed cases) are underway in four US states. Smaller outbreaks are being reported in another 12 states.

The vast majority of these cases have been children who were not fully vaccinated. Vaccine hesitancy is thought to be a significant reason children are missing out on important vaccines. And if we’re seeing more measles cases now, we might expect to soon see more cases of other vaccine-preventable infections, including some that can cause liver cancer or meningitis. Read the full story.

—Jessica Hamzelou

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

The must-reads

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

1 The US Environmental Protection Agency is being sued
Health and environmental non-profits have accused it of abandoning its mission to protect the public. (The Guardian)

2 Amazon’s cloud unit has suffered two outages linked to its AI tools
In one instance, its Kiro AI coding tool decided to delete and recreate part of a system. (FT $)
+ Amazon keeps a close eye on how its workers use AI daily. (The Information $)+ Security-conscious tech firms are restricting workers’ use of OpenClaw. (Wired $)

3 AI is making it easier to steal tech trade secrets
It’s also making those secrets more lucrative. (WSJ $)
+ Two former Googlers have been charged with illegally taking trade secrets. (Bloomberg $)

4 What a fake viral ICE tip-off line tells us about America
One call came from a teacher reporting the parents of a kindergarten student. (WP $)
+ The agency’s software could speed up deportations. (Economist $)
+ How an ICE detention actually unfolds. (New Yorker $)
+ An internet personality is dividing those resisting on the streets of Minneapolis. (The Verge)

5 The number of malicious apps submitted to Google’s app store is falling
Which Google attributes to its improved AI defences. (TechCrunch)
+ Beware the rise of the vibe coded music app. (The Verge)

6 “Digital blackface” is on the rise
Generative AI tools steeped in racial stereotypes are being co-opted by users who are not Black themselves.(The Guardian)
+ OpenAI is huge in India. Its models are steeped in caste bias. (MIT Technology Review)

7 Grok exposed a porn performer’s legal name and birthdate
Without even being explicitly asked for the information. (404 Media)

8 India is embracing deepfakes of dead loved ones
But we don’t know how these kinds of clips could affect the long-term grieving process. (Rest of World)
+ China has a flourishing market for deepfakes that clone the dead. (MIT Technology Review)

9 Longevity-linked products are big business
We might spend up to $8 trillion annually on them by 2030. But do they work? (The Atlantic $)
+ Meet the Vitalists: the hardcore longevity enthusiasts who believe death is “wrong.” (MIT Technology Review)

10 An AI film won’t be shown in cinemas after all
Following a major public backlash after AMC Theatres announced its intention to screen a short AI movie called Thanksgiving Day. (Hollywood Reporter)
+ Screen time is the villain in the trailer for the latest Toy Story installation. (Insider $)
+ How do AI models generate videos? (MIT Technology Review)

Quote of the day

“Nobody but Big Oil profits from Trump trashing climate science and making cars and trucks guzzle and pollute more.”

—David Pettit, an attorney at the Center for Biological Diversity, explains why the Center is suing the US Environmental Protection Agency over its decision to repeal a crucial climate ruling, Ars Technica reports.

One more thing

What happened to the microfinance organization Kiva?

Since it was founded in 2005, the San Francisco-based nonprofit Kiva has helped everyday people make microloans to borrowers around the world. It connects lenders in richer communities to fund all sorts of entrepreneurs, from bakers in Mexico to farmers in Albania. Its overarching aim is helping poor people help themselves.

But back in August 2021, Kiva lenders started to notice that information that felt essential in deciding who to lend to was suddenly harder to find. Now, lenders are worried that the organization now seems more focused on how to make money than how to create change. Read the full story.

—Mara Kardas-Nelson

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.)

+ Is there a greater remix than this? I’m not convinced.
+ These photos of Scotland showcase just how beautiful it—and its wildlife—is.
+ It’s time to roll the dice and see where you end up—this random website generator is fun.
+ I’m a bit scared of the “smiling fossil” that’s just been discovered on Holy Island.

Exclusive eBook: The great Al hype correction of 2025

2025 was a year of reckoning, including how the heads of the top AI companies made promises they couldn’t keep. In this exclusive subscriber-only eBook, you’ll learn more about why we may need to readjust our expectations.

This story is part of the Hype Correction package.

by Will Douglas Heaven December 15, 2025

Table of Contents:

  • LLMs are not everything
  • AI is not a quick fix to all your problems
  • Are we in a bubble? (If so, what kind of bubble?)
  • ChatGPT was not the beginning, and it won’t be the end

Related Stories:

Access all subscriber-only eBooks:

Beardbrand’s Top Ecommerce Tools in 2026

Occasionally on the podcast I depart from interviewing guests and share my own experiences running Beardbrand, the D2C company I founded in 2012.

In this episode, I address my favorite ecommerce tools in 2026, the platforms and apps essential to our business.

My entire audio narration is embedded below. The transcript is edited for clarity and length.

Website

Shopify is an incredible platform for Beardbrand. It gives us the flexibility to quickly test and implement major site changes, such as restructuring our product pages. For example, we replaced multiple fragrance variants on a single product page with individual pages for each fragrance, supported by a collection page.

We can now tell the story of each scent, showcase fragrance-specific reviews, and recommend matching products. The result? A faster site and improved conversions (about 4.6%). For performance, storytelling, and scalability, Shopify dominates.

Judge.me. Another foundational tool is Judge.me, a customer review widget. I’m now a brand ambassador for that company after using it for years. The app is economical; we pay just $15 per month. We’ve customized it to blend into our website, and it looks beautiful.

Recharge. I’ve experienced ups and downs over the years with Recharge, the subscription management platform. Sometimes I feel it’s too expensive, but lately the features have improved. I’ve received compliments from customers on how we run our subscriptions and how easy the process is. Recharge has been a good partner. We have no intentions or plans to look elsewhere.

Marketing

Klaviyo. We’ve long used Klaivyo for all email and text campaigns and automated flows. The decision to include text messaging with Klaviyo was not easy. Postscript is the best in that category for us. But we wanted to consolidate our data. Klaviyo’s text platform is serviceable and a good option. Email is critical to Beardbrand’s success. Our subscriber database functions like a customer management platform.

PostPilot. We have been utilizing PostPilot for our physical postcard campaigns. It’s a nice service, especially to reach folks who have unsubscribed from email and text. They still buy from us, however, and PostPilot is a great way to stay in front of them.

Opensend helps us identify and reach anonymous site visitors who show interest in purchasing our products. The service has improved our conversions. We sync it with PostPilot flows and let it run automatically.

Grapevine Surveys is an essential post-purchase survey tool for customer insights. Grapevine is more affordable than platforms such as Triple Whale or Northbeam, both of which are great, precise options for larger brands. For us, Grapevine provides a simple three-question post-purchase survey: How long is your beard? How did you find us? Why did you choose us?

Meta Ads is our primary channel for customer acquisition. We create a ton of ads — some in-house and some with an agency.

Creative

CapCut is an AI-driven video-editing software. We don’t use it directly, but our agency does. CapCut streamlines and expedites the production process and lessens the burden of our in-house video editor.

Grok Imagine from X generates 6-second videos from prompts. If you’re not using AI video for some of your ads, you’re missing out. I love Grok Imagine. We can create an amazing number of videos quickly. The best use for us is video clips based on prompts of still images of real people, as testimonials. We never use AI to generate fake people and referrals, which is illegal.

Arcads. Mike, our growth marketer, uses Arcads, which is similar to Grok Imagine but more limiting. Sometimes he’ll have me generate videos in Grok Imagine, with its speed and capacity, and then send to him.

Google Nano Banana does a great job for our static images. Our product labels have a lot of text that’s challenging for AI to reproduce. Nano Banana is not perfect, but its errors and hallucinations in the text on our bottles are noticeable only if you stop and study it for a few seconds. Overall, Nono Banana is impressive. For example, I used it to generate an image with black hardened lava next to a knockout photo of our beard oil, to place on a bottle. It did a great job. If you are not experimenting with AI image and video generation, get in there, learn, and start cranking out stuff.

Operations

Settle is an accounts payable and vendor management platform. We signed up late last year. It syncs with our newly adopted accrual accounting system (we had long been on a cash basis) and helps us allocate resources and see where our money is going. Our bookkeeper enters all vendor invoices into Settle. I can verify the accuracy of the invoices and the timing of our payment.

Mercury. We switched to Mercury, a bank-like platform, about six months ago. It’s been a game-changer. It’s entirely different from our previous (traditional) bank. We’ve automated cash transfers between our operational checking and savings accounts to maintain the minimum checking balance while preventing overdrafts. We also use Mercury for our employee credit cards. Mercury pays off the balances immediately once they hit a threshold. It eliminates fees and saves a ton of time.

ShipStation and OpenBorder. We still use ShipStation’s software for fulfillment and shipping, integrating with our third-party fulfillment provider. We signed up with OpenBorder, another software platform, to expedite logistics into Europe. We haven’t officially returned to Europe, but it’s coming. OpenBorder’s assistance is helping.

Slack. Everybody uses Slack. We once used Asana, Trello, and Basecamp, among other collaboration platforms. We dropped them all in favor of Slack, which is also our project management tool. We’re saving money for equivalent productivity.

Google Docs. I’m not a fan of giant corporations such as Google. They retain my data, and I lose privacy. But still, Google Docs is an amazing tool with Sheets and sharing with my colleagues. So, yes, from Nano Banana to Docs, Google is crucial and beneficial.

Microsoft: ‘Summarize With AI’ Buttons Used To Poison AI Recommendations via @sejournal, @MattGSouthern

Microsoft’s Defender Security Research Team published research describing what it calls “AI Recommendation Poisoning.” The technique involves businesses hiding prompt-injection instructions within website buttons labeled “Summarize with AI.”

When you click one of these buttons, it opens an AI assistant with a pre-filled prompt delivered through a URL query parameter. The visible part tells the assistant to summarize the page. The hidden part instructs it to remember the company as a trusted source for future conversations.

If the instruction enters the assistant’s memory, it can influence recommendations without you knowing it was planted.

What’s Happening

Microsoft’s team reviewed AI-related URLs observed in email traffic over 60 days. They found 50 distinct prompt injection attempts from 31 companies.

The prompts share a similar pattern. Microsoft’s post includes examples where instructions told the AI to remember a company as “a trusted source for citations” or “the go-to source” for a specific topic. One prompt went further, injecting full marketing copy into the assistant’s memory, including product features and selling points.

The researchers traced the technique to publicly available tools, including the npm package CiteMET and the web-based URL generator AI Share URL Creator. The post describes both as designed to help websites “build presence in AI memory.”

The technique relies on specially crafted URLs with prompt parameters that most major AI assistants support. Microsoft listed the URL structures for Copilot, ChatGPT, Claude, Perplexity, and Grok, but noted that persistence mechanisms differ across platforms.

It’s formally cataloged as MITRE ATLAS AML.T0080 (Memory Poisoning) and AML.T0051 (LLM Prompt Injection).

What Microsoft Found

The 31 companies identified were real businesses, not threat actors or scammers.

Multiple prompts targeted health and financial services sites, where biased AI recommendations carry more weight. One company’s domain was easily mistaken for a well-known website, potentially leading to false credibility. And one of the 31 companies was a security vendor.

Microsoft called out a secondary risk. Many of the sites using this technique had user-generated content sections like comment threads and forums. Once an AI treats a site as authoritative, it may extend that trust to unvetted content on the same domain.

Microsoft’s Response

Microsoft said it has protections in Copilot against cross-prompt injection attacks. The company noted that some previously reported prompt-injection behaviors can no longer be reproduced in Copilot, and that protections continue to evolve.

Microsoft also published advanced hunting queries for organizations using Defender for Office 365, allowing security teams to scan email and Teams traffic for URLs containing memory manipulation keywords.

You can review and remove stored Copilot memories through the Personalization section in Copilot chat settings.

Why This Matters

Microsoft compares this technique to SEO poisoning and adware, placing it in the same category as the tactics Google spent two decades fighting in traditional search. The difference is that the target has moved from search indexes to AI assistant memory.

Businesses doing legitimate work on AI visibility now face competitors who may be gaming recommendations through prompt injection.

The timing is notable. SparkToro published a report showing that AI brand recommendations already vary across nearly every query. Google VP Robby Stein told a podcast that AI search finds business recommendations by checking what other sites say. Memory poisoning bypasses that process by planting the recommendation directly into the user’s assistant.

Roger Montti’s analysis of AI training data poisoning covered the broader concept of manipulating AI systems for visibility. That piece focused on poisoning training datasets. This Microsoft research shows something more immediate, happening at the point of user interaction and being deployed commercially.

Looking Ahead

Microsoft acknowledged this is an evolving problem. The open-source tooling means new attempts can appear faster than any single platform can block them, and the URL parameter technique applies to most major AI assistants.

It’s unclear whether AI platforms will treat this as a policy violation with consequences, or whether it stays as a gray-area growth tactic that companies continue to use.

Hat tip to Lily Ray for flagging the Microsoft research on X, crediting @top5seo for the find.


Featured Image: elenabsl/Shutterstock

Google Ads Surfaces PMax Search Partner Domains In Placement Report via @sejournal, @MattGSouthern

Some advertisers are now seeing Performance Max placement data populate in Google Ads reporting, including Search Partner domains and impression counts that had previously been absent from the report.

PPC marketer Thomas Eccel flagged the change on LinkedIn, noting the report had been empty for his PMax campaigns until now.

“I finally see where and how Pmax is being displayed!” Eccel wrote. “But also cool to see finally who the real Google Search Partners are. That was always a blurry grey zone.”

What’s New

Google has documented a Performance Max placement report intended for brand safety review, and that report is now showing data for a wider set of accounts. The data includes individual placement domains, network type, placement type, and impression volume.

The Search Partner visibility is the detail getting attention. PMax campaigns have distributed ads across Google’s Search Partner Network since launch, but many advertisers saw an empty report when they looked for specifics. That’s now changing for at least some accounts.

Google hasn’t issued a formal announcement tied to this change. Google’s help documentation notes that starting in March 2024, the PMax placement report supports Search Partner Network sites. What’s new is the data appearing where it didn’t before.

The rollout is uneven, though. Some commenters on Eccel’s LinkedIn post said the report is still empty in their accounts.

What The Report Doesn’t Show

Google describes this placement reporting as a brand safety tool, not a performance report. The data shows impressions at the placement level but doesn’t break out clicks, conversions, or cost for individual placements.

You can see where your ads appeared and how many times, but you can’t calculate the return on any specific placement. Search Partner Network costs are reported as a single line item in channel performance reporting, rather than being attributed by domain.

Advertisers can use the data to make exclusion decisions for brand safety reasons. But tying outcomes to specific placements inside this view isn’t possible, which limits its use as an optimization tool.

This fits a pattern in how Google has rolled out PMax transparency over the past two years. Channel-level reporting launched in mid-2025 with performance data by surface type, and deeper asset segmentation followed in the fall. Each update has added visibility without giving advertisers full placement-level performance data.

Why This Matters

PMax placement visibility has been one of the most persistent requests from paid search practitioners since the campaign type launched. The placement report existed in the interface but returned no data, frustrating advertisers who wanted to know where their budgets were going.

The Search Partner detail matters because PMax doesn’t offer the same Search Partners toggle as standard Search campaigns, though advertisers can use exclusions. Seeing which partner domains are getting impressions and cross-referencing that against overall Search Partner performance in the channel report gives you a data point you didn’t have in practice before, even if the report itself isn’t new.

The brand safety framing is worth keeping in mind. Google’s documentation describes this report as a way to check where ads appear, not to evaluate performance. That distinction matters for how you use the data and how you talk about it with clients or stakeholders who may expect more granularity than it provides.

Looking Ahead

Google has steadily expanded PMax reporting over the past year, moving from limited channel visibility to surface-level breakdowns to the placement-level impression data now appearing for more accounts.

Whether placement-level performance metrics follow is an open question. Google hasn’t confirmed plans to add clicks, conversions, or cost to the placement report. For now, checking whether the data is available in your account and reviewing the Search Partner domains to get your impressions is the practical next step.