Dispatch from Davos: hot air, big egos and cold flexes

This story first appeared in The Debrief, our subscriber-only newsletter about the biggest news in tech by Mat Honan, Editor in Chief. Subscribe to read the next edition as soon as it lands.

It’s supposed to be frigid in Davos this time of year. Part of the charm is seeing the world’s elite tromp through the streets in respectable suits and snow boots. But this year it’s positively balmy, with highs in the mid 30s, or a little over 1°C. The current conditions when I flew out of New York were colder, and definitely snowier. I’m told this is due to something called a föhn, a dry warm wind that’s been blowing across the Alps. 

I’m no meteorologist, but it’s true that there is a lot of hot air here. 

On Wednesday, President Donald Trump arrived in Davos to address the assembly, and held forth for more than 90 minutes, weaving his way through remarks about the economy, Greenland, windmills, Switzerland, Rolexes, Venezuela, and drug prices. It was a talk lousy with gripes, grievances and outright falsehoods. 

One small example: Trump made a big deal of claiming that China, despite being the world leader in manufacturing windmill componentry, doesn’t actually use them for energy generation itself. In fact, it is the world leader in generation, as well. 

I did not get to watch this spectacle from the room itself. Sad! 

By the time I got to the Congress Hall where the address was taking place, there was already a massive scrum of people jostling to get in. 

I had just wrapped up moderating a panel on “the intelligent co-worker,” ie: AI agents in the workplace. I was really excited for this one as the speakers represented a diverse cross-section of the AI ecosystem. Christoph Schweizer, CEO of BCG had the macro strategic view; Enrique Lores, HP CEO, could speak to both hardware and large enterprises, Workera CEO Kian Katanforoosh has the inside view on workforce training and transformation, Manjul Shah CEO of Hippocratic AI addressed working in the high stakes field of healthcare, and Kate Kallot CEO of Amini AI gave perspective on the global south and Africa in particular. 

Interestingly, most of the panel shied away from using the term co-worker, and some even rejected the term agent. But the view they painted was definitely one of humans working alongside AI and augmenting what’s possible. Shah, for example, talked about having agents call 16,000 people in Texas during a heat wave to perform a health and safety check. It was a great discussion. You can watch the whole thing here

But by the time it let out, the push of people outside the Congress Hall was already too thick for me to get in. In fact I couldn’t even get into a nearby overflow room. I did make it into a third overflow room, but getting in meant navigating my way through a mass of people, so jammed in tight together that it reminded me of being at a Turnstile concert. 

The speech blew way past its allotted time, and I had to step out early to get to yet another discussion. Walking through the halls while Trump spoke was a truly surreal experience. He had truly captured the attention of the gathered global elite. I don’t think I saw a single person not starting at a laptop, or phone or iPad, all watching the same video. 

Trump is speaking again on Thursday in a previously unscheduled address to announce his Board of Peace. As is (I heard) Elon Musk. So it’s shaping up to be another big day for elite attention capture. 

I should say, though, there are elites, and then there are elites. And there are all sorts of ways of sorting out who is who. Your badge color is one of them. I have a white participant badge, because I was moderating panels. This gets you in pretty much anywhere and therefore is its own sort of status symbol. Where you are staying is another. I’m in Klosters, a neighboring town that’s a 40 minute train ride away from the Congress Centre. Not so elite. 

There are more subtle ways of status sorting, too. Yesterday I learned that when people ask if this is your first time at Davos, it’s sometimes meant as a way of trying to figure out how important you are. If you’re any kind of big deal, you’ve probably been coming for years. 

But the best one I’ve yet encountered happened when I made small talk with the woman sitting next to me as I changed back into my snow boots. It turned out that, like me, she lived in California–at least part time. “But I don’t think I’ll stay there much longer,” she said, “due to the new tax law.” This was just an ice cold flex. 

Because California’s newly proposed tax legislation? It only targets billionaires. 

Welcome to Davos.

All anyone wants to talk about at Davos is AI and Donald Trump

This story first appeared in The Debrief, our subscriber-only newsletter about the biggest news in tech by Mat Honan, Editor in Chief. Subscribe to read the next edition as soon as it lands.

Hello from the World Economic Forum annual meeting in Davos, Switzerland. I’ve been here for two days now, attending meetings, speaking on panels, and basically trying to talk to anyone I can. And as far as I can tell, the only things anyone wants to talk about are AI and Trump. 

Davos is physically defined by the Congress Center, where the official WEF sessions take place, and the Promenade, a street running through the center of the town lined with various “houses”—mostly retailers that are temporarily converted into meeting hubs for various corporate or national sponsors. So there is a Ukraine House, a Brazil House, Saudi House, and yes, a USA House (more on that tomorrow). There are a handful of media houses from the likes of CNBC and the Wall Street Journal. Some houses are devoted to specific topics; for example, there’s one for science and another for AI. 

But like everything else in 2026, the Promenade is dominated by tech companies. At one point I realized that literally everything I could see, in a spot where the road bends a bit, was a tech company house. Palantir, Workday, Infosys, Cloudflare, C3.ai. Maybe this should go without saying, but their presence, both in the houses and on the various stages and parties and platforms here at the World Economic Forum, really drove home to me how utterly and completely tech has captured the global economy. 

While the houses host events and serve as networking hubs, the big show is inside the Congress Center. On Tuesday morning, I kicked off my official Davos experience there by moderating a panel with the CEOs of Accenture, Aramco, Royal Philips, and Visa. The topic was scaling up AI within organizations. All of these leaders represented companies that have gone from pilot projects to large internal implementations. It was, for me, a fascinating conversation. You can watch the whole thing here, but my takeaway was that while there are plenty of stories about AI being overhyped (including from us), it is certainly having substantive effects at large companies.  

Aramco CEO Amin Nasser, for example, described how that company has found $3 billion to $5 billion in cost savings by improving the efficiency of its operations. Royal Philips CEO Roy Jakobs described how it was allowing health-care practitioners to spend more time with patients by doing things such as automated note-taking. (This really resonated with me, as my wife is a pediatrics nurse, and for decades now I’ve heard her talk about how much of her time is devoted to charting.) And Visa CEO Ryan McInerney talked about his company’s push into agentic commerce and the way that will play out for consumers, small businesses, and the global payments industry. 

To elaborate a little on that point, McInerney painted a picture of commerce where agents won’t just shop for things you ask them to, which will be basically step one, but will eventually be able to shop for things based on your preferences and previous spending patterns. This could be your regular grocery shopping, or even a vacation getaway. That’s going to require a lot of trust and authentication to protect both merchants and consumers, but it is clear that the steps into agentic commerce we saw in 2025 were just baby ones. There are much bigger ones coming for 2026. (Coincidentally, I had a discussion with a senior executive from Mastercard on Monday, who made several of the same points.) 

But the thing that really resonated with me from the panel was a comment from Accenture CEO Julie Sweet, who has a view not only of her own large org but across a spectrum of companies: “It’s hard to trust something until you understand it.” 

I felt that neatly summed up where we are as a society with AI. 

Clearly, other people feel the same. Before the official start of the conference I was at AI House for a panel. The place was packed. There was a consistent, massive line to get in, and once inside, I literally had to muscle my way through the crowd. Everyone wanted to get in. Everyone wanted to talk about AI. 

(A quick aside on what I was doing there: I sat on a panel called “Creativity and Identity in the Age of Memes and Deepfakes,” led by Atlantic CEO Nicholas Thompson; it featured the artist Emi Kusano, who works with AI, and Duncan Crabtree-Ireland, the chief negotiator for SAG-AFTRA, who has been at the center of a lot of the debates about AI in the film and gaming industries. I’m not going to spend much time describing it because I’m already running long, but it was a rip-roarer of a panel. Check it out.)

And, okay. Sigh. Donald Trump. 

The president is due here Wednesday, amid threats of seizing Greenland and fears that he’s about to permanently fracture the NATO alliance. While AI is all over the stages, Trump is dominating all the side conversations. There are lots of little jokes. Nervous laughter. Outright anger. Fear in the eyes. It’s wild. 

These conversations are also starting to spill out into the public. Just after my panel on Tuesday, I headed to a pavilion outside the main hall in the Congress Center. I saw someone coming down the stairs with a small entourage, who was suddenly mobbed by cameras and phones. 

Moments earlier in the same spot, the press had been surrounding David Beckham, shouting questions at him. So I was primed for it to be another celebrity—after all, captains of industry were everywhere you looked. I mean, I had just bumped into Eric Schmidt, who was literally standing in line in front of me at the coffee bar. Davos is weird. 

But in fact, it was Gavin Newsom, the governor of California, who is increasingly seen as the leading voice of the Democratic opposition to President Trump, and a likely contender, or even front-runner, in the race to replace him. Because I live in San Francisco I’ve encountered Newsom many times, dating back to his early days as a city supervisor before he was even mayor. I’ve rarely, rarely, seen him quite so worked up as he was on Tuesday. 

Among other things, he called Trump a narcissist who follows “the law of the jungle, the rule of Don” and compared him to a T-Rex, saying, “You mate with him or he devours you.” And he was just as harsh on the world leaders, many of whom are gathered in Davos, calling them “pathetic” and saying he should have brought knee pads for them. 

Yikes.

There was more of this sentiment, if in more measured tones, from Canadian prime minister Mark Carney during his address at Davos. While I missed his remarks, they had people talking. “If we’re not at the table, we’re on the menu,” he argued. 

DIY Approach Fuels Craft Cocktail Brand

Chris Harrison says it all started with a single pot on a stove. He and two high school buddies launched Liber & Co., a manufacturer of premium cocktail syrups, with that tiny test batch in 2011 in Austin, Texas.

Fast forward to 2026, and batches are now in 1,500-gallon tanks and sold worldwide to restaurants, bars, and consumers. But the culture remains hands-on, do-it-yourself, and learn-by-doing.

Chris first appeared on the podcast in 2022. In our recent conversation, he shared the company’s origins, sourcing tactics, growth plans, and more. Our entire audio is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Who are you, and what do you do?

Chris Harrison: I’m a co-founder of Liber & Co. We make premium non-alcoholic cocktail syrups for bars, restaurants, coffee shops, and home consumers. We’re based in Georgetown, Texas, near Austin, and handle almost everything in-house: manufacturing, warehousing, marketing, ecommerce, wholesale, and even international sales.

Our founding team grew up together in the same small Texas town. We’re the same age, went to the same high school, and came from similar blue-collar backgrounds. We didn’t have a big professional network or capital to outsource everything, so if something needed to be done, we learned to do it ourselves.

We’re also food people. You can’t outsource being a foodie or understanding flavor. Even the best chefs are hands-on in the kitchen, tasting, adjusting, and refining. That mindset shaped Liber & Co. from the beginning. We wanted to be close to the product to understand the ingredients, sourcing, and flavor development firsthand. That do-it-yourself culture became part of our identity.

Bandholz: How did you learn production, moving from a kitchen to a manufacturing facility?

Harrison: It’s a long, incremental journey. We relied on research and trial and error. We started with a small stock pot on a stove, then moved to a 25-gallon pan, then a 200-gallon tank, and now we operate multiple 1,500-gallon tanks.

That gradual progression was critical. You can’t attempt too much without putting the business at risk. If we had jumped straight from a kitchen setup to our current scale, we would have made far more expensive mistakes. Iterating step by step gave us time to understand what worked and what didn’t. There aren’t many shortcuts when you’re building something physical.

Our product category also made things harder. Unlike breweries, which often follow well-established scaling paths, there wasn’t a clear blueprint for cocktail syrups. That meant a lot of independent study, testing equipment, ordering samples, and experimenting with processes. We made mistakes along the way, which were part of the learning curve.

Manufacturing your own product limits capacity. You can’t sell more than you can physically make. There’s no co-manufacturer to absorb demand — you are the bottleneck. That was especially true in the early days.

Early on, we did whatever it took to fulfill orders. I spent 18 hours straight in the kitchen more than once to fill large orders for H-E-B, the grocery chain. It was manual work: long days, minimal breaks, and just pushing through. Thirteen years later, we’re grateful we no longer have to operate that way.

Bandholz: How do you find ingredient suppliers?

Harrison: Most of our sourcing has come from research. That includes a lot of Googling, using ChatGPT and Gemini, and contacting suppliers directly. We typically send a detailed request for proposal outlining who we are, what we need, and our product specifications. Then we ask if they can meet those requirements, provide documentation, and send samples. From there, we test and evaluate.

We cast a wide net geographically. With ginger, for example, we looked at suppliers across Africa, China, Vietnam, and Hawaii before ultimately choosing a Peruvian source. Some leads come from word of mouth. Someone might say, “I saw great ginger in Peru.” I’ll track down the producer through Google or LinkedIn. That actually happened.

It takes persistence. My background is in biology, so I enjoy getting into the weeds, so to speak. We also try to maintain backup suppliers. Fresh produce is unpredictable; pineapple crops suffered globally this year, driving up prices. A frozen backup supply helped smooth costs, but sourcing is never easy or guaranteed.

Bandholz: Is frozen produce better than fresh?

Harrison: In many cases, yes, frozen can be better. Farmers can wait until fruit reaches peak ripeness before harvesting. For something like raspberries, they’ll test sugar content the day of harvest using a refractometer. They literally crush the fruit and measure Brix, the dissolved-sugar level. The U.S. Food and Drug Administration even publishes approved Brix ranges for various fruits, such as peaches, pomegranates, and raspberries.

Farmers aim to hit those targets because that’s where flavor, aroma, and sweetness are best. But it comes from ripening on the vine. Once harvested, the fruit must be used immediately or preserved. Freezing is one of the best ways to lock in that peak quality.

Frozen storage requires capital. Cold storage and refrigerated transportation are expensive, but the tradeoff is consistency and quality. The frozen supply chain has expanded significantly. We’re seeing more investment in large-scale frozen facilities across the country. Even in central Texas, companies are building new frozen warehouses. We use one in North Austin.

If you’re serious about sourcing high-quality food ingredients, the frozen cold chain is often the best option.

Plus, we typically purchase small portions. Large companies such as Smucker’s buy in massive bulk. We like buying from cooperatives of many smaller, independent farms. Certain regions grow crops naturally well. For raspberries, that’s the U.S. Pacific Northwest, parts of Washington and Oregon.

Those regions have family-run farms, often third-generation operations, managing anywhere from 20 to 200 acres. Around them are many similar farms, all growing the same crop in the same climate. That creates a strong network effect: consistent weather, shared knowledge, and reliable quality across the region.

Because these farms remain independent, you avoid some of the downsides of large, consolidated operations. There’s less pressure to cut corners, harvest early, or sacrifice quality to maximize margins. In our experience, the cooperative model prioritizes long-term quality and sustainability.

We might buy one or two truckloads of fruit per year — roughly 40,000 to 80,000 pounds. A cooperative, by contrast, may handle 400 or 500 truckloads in a single harvest. Being a small buyer reduces risk. If we relied on a single farm for everything, we’d be far more vulnerable to supply disruptions.

Bandholz: How do you plan to evolve the brand?

Harrison: We don’t feel limited. We’ve explored packaging formats beyond bottles, which we currently use for syrups. Cans are a natural extension for cocktails, mocktails, or even cannabis beverages. From a formulation, sourcing, and food safety perspective, we could make those products. Packaging is often the most expensive part of goods. It can feel like a constraint, but it’s more about investment and logistics than capability.

At our scale, outsourcing packaging formats is possible. Specialized manufacturers can handle canning at scale. The primary considerations are unit economics and lack of control. That’s a philosophical question as much as a business one.

Overall, we see opportunities to grow both vertically and horizontally. We can deepen what we already do with syrups or expand into new formats, product types, and channels. Brand evolution is more about strategy, resources, and willingness to experiment while maintaining quality and authenticity.

Bandholz: Where can people buy your syrups and get in touch?

Harrison: Our site is LiberAndCompany.com. I’m on LinkedIn.

Data centers are amazing. Everyone hates them.

Behold, the hyperscale data center! 

Massive structures, with thousands of specialized computer chips running in parallel to perform the complex calculations required by advanced AI models. A single facility can cover millions of square feet, built with millions of pounds of steel, aluminum, and concrete; feature hundreds of miles of wiring, connecting some hundreds of thousands of high-end GPU chips, and chewing through hundreds of megawatt-hours of electricity. These facilities run so hot from all that computing power that their cooling systems are triumphs of engineering complexity in themselves. But the star of the show are those chips with their advanced processors. A single chip in these vast arrays can cost upwards of $30,000. Racked together and working in concert, they process hundreds of thousands of tokens—the basic building blocks of an AI model—per second. Ooooomph. 

Given the incredible amounts of capital that the world’s biggest companies have been pouring into building data centers you can make the case (and many people have) that their construction is single-handedly propping up the US stock market and the economy. 

So important are they to our way of life that none other than the President of the United States himself, on his very first full day in office, stood side by side with the CEO of OpenAI to announce a $500 billion private investment in data center construction.

Truly, the hyperscale datacenter is a marvel of our age. A masterstroke of engineering across multiple disciplines. They are nothing short of a technological wonder. 

People hate them. 

People hate them in Virginia, which leads the nation in their construction. They hate them in Nevada, where they slurp up the state’s precious water. They hate them in Michigan, and Arizona, and South Dakota, where the good citizens of Sioux Falls hurled obscenities at their city councilmembers following a vote to permit a data center on the city’s northeastern side. They hate them all around the world, it’s true. But they really hate them in Georgia. 

So, let’s go to Georgia. The purplest of purple states. A state with both woke liberal cities and MAGA magnified suburbs and rural areas. The state of Stacey Abrams and Newt Gingrich. If there is one thing just about everyone there seemingly agrees on, it’s that they’ve had it with data centers. 

Last year, the state’s Public Service Commission election became unexpectedly tight, and wound up delivering a stunning upset to incumbent Republican commissioners. Although there were likely shades of national politics at play (voters favored Democrats in an election cycle where many things went that party’s way), the central issue was skyrocketing power bills. And that power bill inflation was oft-attributed to a data center building boom rivaled only by Virginia’s. 

This boom did not come out of the blue. At one point, Georgia wanted data centers. Or at least, its political leadership did. In 2018 the state’s General Assembly passed legislation that provided data centers with tax breaks for their computer systems and cooling infrastructure, more tax breaks for job creation, and even more tax breaks for property taxes. And then… boom!   

But things have not played out the way the Assembly and other elected officials may have expected. 

Journey with me now to Bolingbroke, Georgia. Not far outside of Atlanta, in Monroe County (population 27,954), county commissioners were considering rezoning 900 acres of land to make room for a new data center near the town of Bolingbroke (population 492). Data centers have been popping up all across the state, but especially in areas close to Atlanta. Public opinion is, often enough, irrelevant. In nearby Twiggs County, despite strong and organized opposition, officials decided to allow a 300-acre data center to move forward. But at a packed meeting to discuss the Bolingbroke plans, some 900 people showed up to voice near unanimous opposition to the proposed data center, according to Macon, Georgia’s The Telegraph. Seeing which way the wind had blown, the Monroe county commission shot it down in August last year. 

The would-be developers of the proposed site had claimed it would bring in millions of dollars for the county. That it would be hidden from view. That it would “uphold the highest environmental standards.” That it would bring jobs and prosperity. Yet still, people came gunning for it. 

Why!? Data centers have been around for years. So why does everyone hate them all of the sudden? 

What is it about these engineering marvels that will allow us to build AI that will cure all diseases, bring unprecedented prosperity, and even cheat death (if you believe what the AI sellers are selling) that so infuriates their prospective neighbors? 

There are some obvious reasons. First is just the speed and scale of their construction, which has had effects on power grids. No one likes to see their power bills go up. The rate hikes that so incensed Georgians come as monthly reminders that the eyesore in your backyard profits California billionaires at your expense, on your grid. In Wyoming, for example, a planned Meta data center will require more electricity than every household in the state, combined. To meet demand for power-hungry data centers, utilities are adding capacity to the grid. But although that added capacity may benefit tech companies, the cost is shared by local consumers

Similarly, there are environmental concerns. To meet their electricity needs, data centers often turn to dirty forms of energy. xAI, for example, famously threw a bunch of polluting methane-powered generators at its data center in Memphis. While nuclear energy is oft-bandied about as a greener solution, traditional plants can take a decade or more to build; even new and more nimble reactors will take years to come online. In addition, data centers often require massive amounts of water. But the amount can vary widely depending on the facility, and is often shrouded in secrecy. (A number of states are attempting to require facilities to disclose water usage.) 

A different type of environmental consequence of data centers is that they are noisy. A low, constant, machine hum. Not just sometimes, but always. 24 hours a day. 365 days a year. “A highway that never stops.” 

And as to the jobs they bring to communities. Well, I have some bad news there too. Once construction ends, they tend to employ very few people, especially for such resource-intensive facilities. 

These are all logical reasons to oppose data centers. But I suspect there is an additional, emotional one. And it echoes one we’ve heard before. 

More than a decade ago, the large tech firms of Silicon Valley began operating buses to ferry workers to their campuses from San Francisco and other Bay Area cities. Like data centers, these buses used shared resources such as public roads without, people felt, paying their fair share. Protests erupted. But while the protests were certainly about shared resource use, they were also about something much bigger. 

Tech companies, big and small, were transforming San Francisco. The early 2010s were a time of rapid gentrification in the city. And what’s more, the tech industry itself was transforming society. Smartphones were newly ubiquitous. The way we interacted with the world was fundamentally changing, and people were, for the most part, powerless to do anything about it. You couldn’t stop Google. 

But you could stop a Google bus. 

You could stand in front of it and block its path. You could yell at the people getting on it. You could yell at your elected officials and tell them to do something. And in San Francisco, people did. The buses were eventually regulated. 

The data center pushback has a similar vibe. AI, we are told, is transforming society. It is suddenly everywhere. Even if you opt not to use ChatGPT or Claude or Gemini, generative AI is  increasingly built into just about every app and service you likely use. People are worried AI will harvest jobs in the coming years. Or even kill us all. And for what? So far, the returns have certainly not lived up to the hype

You can’t stop Google. But maybe, just maybe, you can stop a Google data center. 

Then again, maybe not. The tech buses in San Francisco, though regulated, remain commonplace. And the city is more gentrified than ever. Meanwhile, in Monroe County, life goes on. In October, Google confirmed it had purchased 950 acres of land just off the interstate. It plans to build a data center there. 

Early AI Signals from Holiday Sales

Traffic from various AI sources to ecommerce shops leapt significantly during the 2025 Christmas season, yet still accounted for a tiny share of actual, direct visits.

Adobe reported a record $257.8 billion in U.S. 2025 online sales from November 1 through December 31, up 6.8% from 2024. The data reflects U.S. merchants on the Adobe Analytics platform, which excludes Amazon and most smaller sellers.

The report provides many holiday highlights. In 2025 mobile commerce drove more than 50% of online sales during the Christmas shopping season for the first time. Buy-now-pay-later loans hit a milestone, reaching $20 billion in online spending, up 9.9%.

Thus given the overall holiday sales activity, why focus on AI at all? The answer is because AI’s impact will likely be massive. Salesforce, for example, reported that AI influenced 20% of U.S. Christmas retail sales in 2025.

Vivek Pandya, lead analyst at Adobe Digital Insights, stated, “This 2025 holiday season, consumers embraced generative AI more than ever as a shopping assistant in their purchasing decisions.”

Image from Salesforce of a male and female holiday shopper

According to Salesforce, AI influenced 20% of U.S. Christmas retail sales in 2025. Image: Salesforce.

The Caveat

Adobe reported a striking 693% increase in AI-driven holiday traffic to ecommerce sites in 2025. But the report does not provide the baseline volume, AI’s share of total referrals, or AI’s share of total revenue.

That omission matters. Growth off a small baseline can produce dramatic percentages. Adobe itself reported a much larger jump — roughly 1,300% — for AI traffic during the 2024 holiday season.

The takeaway is not that AI drove the 2025 holiday season. It did not. But AI-related shopping is rising quickly enough to warrant attention, even if the raw totals remain small for now.

Zero Click Risk

AI’s direct ecommerce value is difficult to quantify today, but merchants can learn from industries where AI discovery is having an impact.

Consider digital publishing. In September 2025, Penske Media — owner of Rolling Stone, Billboard, Variety, and other outlets — sued Google, arguing that AI Overviews used Penske’s content while reducing click-through traffic and revenue. Penske’s affiliate revenue was allegedly down by more than a third from peak levels. Traffic to its websites had halved.

The case highlights a critical shift: AI-driven discovery does not always result in traffic.

In the traditional search pattern, users click links. In AI search, users often get what they need directly on the results page. It is the same “zero-click” dynamic publishers have dealt with for years. AI answers now amplify this impact.

Ecommerce may be heading in a similar direction. Even if AI referrals remain small, AI systems may increasingly influence purchase decisions without always sending shoppers to a retailer’s website.

AI Traffic

AI-driven store visitors may behave differently from shoppers arriving via traditional channels, and Adobe’s holiday data offers a few early clues.

One notable change is device usage. Some 73.4% of AI referrals came from desktop devices, even as mobile accounted for most overall ecommerce transactions.

At least for now, AI chat interfaces and search tools are often more usable on larger screens. Long-form responses, product comparisons, and multi-step research fit naturally into desktop workflows. Consumers may be comfortable researching with AI on a desktop and completing purchases on mobile.

Category patterns reinforce that behavior. AI referrals were most common in product groups where research and comparison matter, such as electronics, toys, appliances, video games, and personal care. These are not necessarily impulse buys. They benefit from explanation, differentiation, and context, all of which are strengths of AI answer engines.

There is also a reasonable theory that AI-referred shoppers are more qualified. A consumer who clicks after querying an AI assistant may have narrowed her choices. But AI interfaces and ads may alter what answer engines recommend, how they compare products, and which merchants appear.

Essentially, AI traffic patterns are still forming, attribution remains murky, and performance may swing quickly. It is worth monitoring, not overreacting.

What to Do

The Adobe and Salesforce data reinforce what many merchants already sense. Product discovery is changing, and AI may become a bigger part of it. Small-to-midsize merchants can respond without betting the business on speculative numbers.

Use platforms. The single best AI-commerce move for many SMB sellers is to use what their ecommerce platforms provide.

Shopify, for example, announced AI discovery integrations that pass structured product data directly to AI systems and support purchases inside chat and AI commerce experiences.

For merchants, that means AI readiness may increasingly be operational: maintain a “clean” product catalog with accurate attributes and structured product data so platforms can access and distribute it properly.

Use marketplaces. Marketplaces will likely become even more important in an AI-mediated shopping environment.

Amazon, Walmart, and similar marketplaces have the data and the scale to integrate AI shopping assistants. Merchants who sell in these channels can expect AI-powered recommendations to amplify the importance of quality product data, accurate inventory, and positive reviews.

Use ads. Paid acquisition has long been a reliable traffic source for online merchants. The reliance could increase in an AI era, particularly if organic discovery becomes less predictable.

Ads are already appearing in AI chat experiences. Merchants can garner at least some AI-driven recommendations and purchases from paid placements, sponsored suggestions, or marketplace advertising.

Measure carefully. AI discovery adds tracking ambiguity. Merchants should ensure analytics capture as much detail as possible in referral sources, landing page engagement, and conversion paths, even if AI traffic is small.

Keep optimizing. Finally, merchants should not give up on optimization.

The goal is to extend traditional search engine optimization techniques to AI. Setting aside the muddy definitions of SEO, GEO (generative engine optimization), and AEO (answer engine optimization), the desired outcome is the same. When shoppers ask, “Which air fryer is best for a family?” or “What toy is right for a seven-year-old?” the stores that provide the best answers for AI will be more likely to appear in the results.

Strong SEO practices carry over well. Clean product catalogs, accurate attributes, structured data, clear descriptions, and buyer-focused content marketing can help AI answer engines and ecommerce platforms understand a store’s goods.

Optimizing for AI commerce, then, is less about chasing new tactics and more about feeding platforms and AI systems better data.

2025 Top 25: Our Most Popular Posts

George W. Bush had just begun his second presidential term when we launched Practical Ecommerce in mid-2005. An innovative ecommerce platform (requiring no software downloads!) would soon debut in Canada. The founders, former snowboard sellers, called it Shopify.

Like many of you, we’ve experienced the rise of cloud computing, social media, logistics, and marketplaces, but nothing compares to the disruption of artificial intelligence. Apparently, our audience agrees.

We published roughly 300 articles in 2025. Of the 25 most read, 17 addressed AI.

Having completed our 20th year, I’m grateful. Grateful for being part of a progressive industry. Grateful to our advertisers, our colleagues. Grateful to our contributors — the genius of Armando Roggio, the great Ann Smarty, screenwriter-turned-reporter Sig Ueland, entrepreneur Eric Bandholz, ad guru Matt Umbro, so many more.

I’m grateful to Joy, my accountant and co-owner wife who manages all financial aspects of this business. Never have I labored over payroll, payables, tax returns, financial statements, banks. Joy does all of that and more.

Finally, I’m grateful to our readers. Without you, there is no Practical Ecommerce.

Top 25 in 2025

How to Beat Amazon at SEO

Ted Kubaitis once feared competing against the ecommerce giant for organic rankings. Then an epiphany hit. Read more >

Did Google Just Prevent Rank Tracking?

Search bots and AI crawlers can no longer generate 100 listings per page. It’s a telling change by Google. Read more >

Google-Criteo Deal Unlocks Retail Media

Retail media advertisers can now run placements on enterprise ecommerce sites via Google’s Search Ads 360 platform, upending the digital retail media market. Read more >

Get Your Products on ChatGPT Shopping

ChatGPT recommends products directly in search results for prompts with clear purchase intent. Read more >

ChatGPT Shopping Is Coming

ChatGPT’s JavaScript now includes Shopify variable names, fueling speculation of an AI-powered shopping launch. Read more >

Regex in GSC Reveals ChatGPT Searches

Search Console reports AI-bot queries as if they’re human. Here’s how to isolate the bots from real people. Read more >

The Pricing Strategy of Temu Sellers

Temu sellers show massive discounts to boost perceived savings and win customers. Read more >

How to Track ChatGPT Traffic in GA4

Traffic from ChatGPT is a low-volume but often the most engaging referral source, even more than organic search. Read more >

How to Extract ChatGPT’s Fan-Out Queries

Knowing the fan-out queries associated with an initial prompt helps publishers understand the platform’s interpretations and priorities. Read more >

AI Prompts for Better Product Descriptions

The best AI-generated product descriptions come from skilled prompting. Read more >

Better ‘Welcome’ Emails for Ecommerce

Done well, welcome emails drive revenue and long-term customers. Read more >

Ecommerce after De Minimis Tariff Exemption

What began as a convenience rule in the 1930s grew into a key component of global ecommerce. Read more >

SEO for Google’s AI Fan-Out Results

Google’s new AI Mode delivers “query fan out” search results. The term is new, but the concept is not. Read more >

Brand Visibility Is the New SEO

Search engines drive brand discovery for genAI platforms and research for humans. Read more >

How Google’s Web Guide Helps SEO

The new Google Labs experiment uses AI to organize a user’s search results. It’s also handy for SEO. Read more >

SEO for AI Mode, per Google

Google’s new post on optimizing content for AI answers offers few new tactics but does hint at the future of organic search traffic. Read more >

Control AI Answers about Your Brand

Search engine optimization has shifted from traditional organic rankings to AI-generated citations. Read more >

11 Books on Jeff Bezos and the Rise of Amazon

In just 30 years, Jeff Bezos’s company upended entire industries. How did he do it? Read more >

The Post-Traffic SEO Shift

Brand mentions, entity recognition, and problem-solving now matter more than keywords and rankings. Read more >

GEO for ChatGPT Instant Checkout

Generative engine optimization relies on context, not just product data. Read more >

Visa’s VAMP Could Cost Banks and Merchants

The new framework could detect four times more fraud, Visa claims, saving $2.5 billion annually. Read more >

Google’s Index Now Powers ChatGPT

ChatGPT does not maintain an index of global websites, instead relying initially on Bing’s index and now, apparently, on Google’s. Read more >

AI Shopping Tools Threaten Affiliates

Shoppers who ask AI for product recommendations bypass traditional review sites, potentially causing lost or unattributed traffic from affiliates. Read more >

Ecommerce SMBs Need Faceless Videos

Videos are an excellent way to showcase products and convert shoppers. Thanks to ever-improving AI, they are relatively easy to produce. Read more >

Is GEO the Same as SEO?

Optimizing for generative AI is different from traditional search engines. The distinction lies in the underlying technology. Read more >

The Good, Bad, and Ugly of 2025

I talk a lot on the podcast about business, growth, and solving problems, but at some point it’s worth stepping back to ask why we’re doing any of this in the first place.

This recap is about Beardbrand (my company) and our 2025 performance: What worked, what didn’t, what was painful, and what made it all worth it.

It’s also a reminder to take stock of your own priorities — how you’re allocating your time, energy, and attention — and whether they align with the life you’re trying to build.

The Good

Longtime listeners know that 2023 and 2024 were extremely challenging for me personally and for Beardbrand. We lost a lot of money in 2023 and less, but still meaningful, in 2024. The good news is that in 2025, we became profitable again.

Looking back, our conservative financial strategy before things turned bad helped us survive. It allowed us to withstand rapid market changes and support our staff for as long as possible. That discipline helped us weather the storm.

From a growth standpoint, subscriptions have been a major win. At our lowest point, we had roughly 1,500 subscriptions. We made a focused effort to rebuild, and recently we surpassed 11,000 active subscriptions. Hitting 10,000-plus gives us predictable revenue and long-term stability. Churn has remained low, and we’re still adding members weekly, which is encouraging.

Another big win was finding the right fulfillment partner. After two moves — including one near our manufacturer that didn’t work out — we landed on a small Austin-based provider. The staff offers white-glove service, takes responsibility when issues arise, and aligns with the customer experience we want to deliver. Plus, being local helps. We can visit, meet the team, and fine-tune packaging and shipping costs.

Manufacturing has also improved. Finding the right manufacturing partner is a Goldilocks problem — not too big, not too small, just right. One of our supplier-partners discovered us through this podcast. They’ve allowed us to keep inventory lean, place smaller, more frequent orders, and maintain quality. That’s reduced customer complaints, lowered stress, and helped us avoid unsellable inventory — a major contributor to losses in prior years.

Engagement with customers has improved as we let them vote on which limited-edition fragrance would become permanent.

Another win — we subleased our oversized office, a costly remnant from when our team size was at its peak, easing a significant financial burden until the lease ends in 2026.

The Bad

The biggest hurdle is that the beard care industry has shifted from a blue to a red ocean. A blue ocean is wide open — lots of opportunity, little competition. Today, beard care feels saturated and stagnant.

I see this in search data. Terms like “how to grow a beard,” “beard oil,” and “beard balm” are flat or declining. Meanwhile, other personal care categories such as shampoo, bar soap, and cologne continue to grow. When I look at Beardbrand and our top competitors, we’re all flat or down.

One way to resume growth is with organic content. We’ve had content hits and misses, but we haven’t reliably delivered the quality and volume I want. If we fix it, we can deepen relationships with our audience and stand out again.

Paid media has also been frustrating. Like many brands, we haven’t cracked Meta at scale. We’ll find an ad that works, get excited, then watch it fall flat days later. We’ve hovered around $30,000 a month in spend without breaking through. We recently started integrating more data-driven decision-making.

I expected revenue to grow in 2025 after fixing problems from 2023 and 2024. That didn’t happen. We likely won’t beat last year’s numbers, which forced us to make painful staffing cuts — letting go of two long-tenured, incredible team members. That was one of the hardest decisions I’ve had to make.

Amazon sales have also regressed. We’ve worked with the same agency for three years, and while they’ve done good work, it feels like we’ve plateaued. We’re planning to switch partners.

The Ugly

Overall, 2025 was fairly stress-free, which I’ll gladly take. The biggest issue was that we got sued again. This one came from a patent troll.

Patent lawsuits are very different from the Americans with Disabilities Act lawsuit, which we chose to fight. We had invested heavily in making our site accessible for people with disabilities, including those with vision impairments, and ultimately, we were able to get that case dismissed.

Patent cases are another story. The financial risk of fighting is much higher. Defending the ADA lawsuit cost roughly the same as a settlement. Given where Beardbrand was after multiple years of losses, I swallowed my pride and settled.

What made the decision easier is that, once settled, a patent holder cannot sue again for the same alleged infringement. Another party would need to hold the same patent, which is unlikely. I feel at peace with the choice. The direct-to-consumer community on X was also incredibly helpful, connecting us with a great attorney, which made the process smoother.

Hopefully, that’s the last lawsuit for a while. We’re doing everything we can to protect ourselves — updated privacy policies, cookie consent for pixel tracking in applicable states, and ongoing ADA audits.

Personal Wins and Losses

One of my goals for 2026 is to return to a “profit first” mindset — building a business that’s profitable while also supporting my personal life. Over the past few years, I’ve pulled from savings to maintain our standard of living. I’m grateful I had that cushion, but I don’t want it to be the norm.

The highlight of 2025 was a trip to Japan with my 12-year-old daughter. Travel is something we both love, and it gave us a shared experience during a fleeting stage of life. This trip felt meaningful for her and me as she grows into her own independence. I’m incredibly pleased we did it.

Health-wise, it’s been a good year. I’m rowing again, lifting consistently, and I avoided major injuries. My wife and kids have been healthy, which I never take for granted.

I’m also profoundly grateful for my friends — in Austin, online, and the broader D2C community — who’ve helped me navigate challenging moments.

There was a personal loss, however. My wife and I transferred our final IVF embryo, and it wasn’t successful. That chapter is now closed after more than a decade of infertility and loss. I share this because many are going through similar struggles. You’re not alone.

AI coding is now everywhere. But not everyone is convinced.

Depending who you ask, AI-powered coding is either giving software developers an unprecedented productivity boost or churning out masses of poorly designed code that saps their attention and sets software projects up for serious long term-maintenance problems.

The problem is right now, it’s not easy to know which is true.

As tech giants pour billions into large language models (LLMs), coding has been touted as the technology’s killer app. Both Microsoft CEO Satya Nadella and Google CEO Sundar Pichai have claimed that around a quarter of their companies’ code is now AI-generated. And in March, Anthropic’s CEO, Dario Amodei, predicted that within six months 90% of all code would be written by AI. It’s an appealing and obvious use case. Code is a form of language, we need lots of it, and it’s expensive to produce manually. It’s also easy to tell if it works—run a program and it’s immediately evident whether it’s functional.


This story is part of MIT Technology Review’s Hype Correction package, a series that resets expectations about what AI is, what it makes possible, and where we go next.


Executives enamored with the potential to break through human bottlenecks are pushing engineers to lean into an AI-powered future. But after speaking to more than 30 developers, technology executives, analysts, and researchers, MIT Technology Review found that the picture is not as straightforward as it might seem.  

For some developers on the front lines, initial enthusiasm is waning as they bump up against the technology’s limitations. And as a growing body of research suggests that the claimed productivity gains may be illusory, some are questioning whether the emperor is wearing any clothes.

The pace of progress is complicating the picture, though. A steady drumbeat of new model releases mean these tools’ capabilities and quirks are constantly evolving. And their utility often depends on the tasks they are applied to and the organizational structures built around them. All of this leaves developers navigating confusing gaps between expectation and reality. 

Is it the best of times or the worst of times (to channel Dickens) for AI coding? Maybe both.

A fast-moving field

It’s hard to avoid AI coding tools these days. There are a dizzying array of products available, both from model developers like Anthropic, OpenAI, and Google and from companies like Cursor and Windsurf, which wrap these models in polished code-editing software. And according to Stack Overflow’s 2025 Developer Survey, they’re being adopted rapidly, with 65% of developers now using them at least weekly.

AI coding tools first emerged around 2016 but were supercharged with the arrival of LLMs. Early versions functioned as little more than autocomplete for programmers, suggesting what to type next. Today they can analyze entire code bases, edit across files, fix bugs, and even generate documentation explaining how the code works. All this is guided through natural-language prompts via a chat interface.

“Agents”—autonomous LLM-powered coding tools that can take a high-level plan and build entire programs independently—represent the latest frontier in AI coding. This leap was enabled by the latest reasoning models, which can tackle complex problems step by step and, crucially, access external tools to complete tasks. “This is how the model is able to code, as opposed to just talk about coding,” says Boris Cherny, head of Claude Code, Anthropic’s coding agent.

These agents have made impressive progress on software engineering benchmarks—standardized tests that measure model performance. When OpenAI introduced the SWE-bench Verified benchmark in August 2024, offering a way to evaluate agents’ success at fixing real bugs in open-source repositories, the top model solved just 33% of issues. A year later, leading models consistently score above 70%

In February, Andrej Karpathy, a founding member of OpenAI and former director of AI at Tesla, coined the term “vibe coding”—meaning an approach where people describe software in natural language and let AI write, refine, and debug the code. Social media abounds with developers who have bought into this vision, claiming massive productivity boosts.

But while some developers and companies report such productivity gains, the hard evidence is more mixed. Early studies from GitHub, Google, and Microsoft—all vendors of AI tools—found developers completing tasks 20% to 55% faster. But a September report from the consultancy Bain & Company described real-world savings as “unremarkable.”

Data from the developer analytics firm GitClear shows that most engineers are producing roughly 10% more durable code—code that isn’t deleted or rewritten within weeks—since 2022, likely thanks to AI. But that gain has come with sharp declines in several measures of code quality. Stack Overflow’s survey also found trust and positive sentiment toward AI tools falling significantly for the first time. And most provocatively, a July study by the nonprofit research organization Model Evaluation & Threat Research (METR) showed that while experienced developers believed AI made them 20% faster, objective tests showed they were actually 19% slower.

Growing disillusionment

For Mike Judge, principal developer at the software consultancy Substantial, the METR study struck a nerve. He was an enthusiastic early adopter of AI tools, but over time he grew frustrated with their limitations and the modest boost they brought to his productivity. “I was complaining to people because I was like, ‘It’s helping me but I can’t figure out how to make it really help me a lot,’” he says. “I kept feeling like the AI was really dumb, but maybe I could trick it into being smart if I found the right magic incantation.”

When asked by a friend, Judge had estimated the tools were providing a roughly 25% speedup. So when he saw similar estimates attributed to developers in the METR study he decided to test his own. For six weeks, he guessed how long a task would take, flipped a coin to decide whether to use AI or code manually, and timed himself. To his surprise, AI slowed him down by an median of 21%—mirroring the METR results.

This got Judge crunching the numbers. If these tools were really speeding developers up, he reasoned, you should see a massive boom in new apps, website registrations, video games, and projects on GitHub. He spent hours and several hundred dollars analyzing all the publicly available data and found flat lines everywhere.

“Shouldn’t this be going up and to the right?” says Judge. “Where’s the hockey stick on any of these graphs? I thought everybody was so extraordinarily productive.” The obvious conclusion, he says, is that AI tools provide little productivity boost for most developers. 

Developers interviewed by MIT Technology Review generally agree on where AI tools excel: producing “boilerplate code” (reusable chunks of code repeated in multiple places with little modification), writing tests, fixing bugs, and explaining unfamiliar code to new developers. Several noted that AI helps overcome the “blank page problem” by offering an imperfect first stab to get a developer’s creative juices flowing. It can also let nontechnical colleagues quickly prototype software features, easing the load on already overworked engineers.

These tasks can be tedious, and developers are typically  glad to hand them off. But they represent only a small part of an experienced engineer’s workload. For the more complex problems where engineers really earn their bread, many developers told MIT Technology Review, the tools face significant hurdles.

Perhaps the biggest problem is that LLMs can hold only a limited amount of information in their “context window”—essentially their working memory. This means they struggle to parse large code bases and are prone to forgetting what they’re doing on longer tasks. “It gets really nearsighted—it’ll only look at the thing that’s right in front of it,” says Judge. “And if you tell it to do a dozen things, it’ll do 11 of them and just forget that last one.”

DEREK BRAHNEY

LLMs’ myopia can lead to headaches for human coders. While an LLM-generated response to a problem may work in isolation, software is made up of hundreds of interconnected modules. If these aren’t built with consideration for other parts of the software, it can quickly lead to a tangled, inconsistent code base that’s hard for humans to parse and, more important, to maintain.

Developers have traditionally addressed this by following conventions—loosely defined coding guidelines that differ widely between projects and teams. “AI has this overwhelming tendency to not understand what the existing conventions are within a repository,” says Bill Harding, the CEO of GitClear. “And so it is very likely to come up with its own slightly different version of how to solve a problem.”

The models also just get things wrong. Like all LLMs, coding models are prone to “hallucinating”—it’s an issue built into how they work. But because the code they output looks so polished, errors can be difficult to detect, says James Liu, director of software engineering at the advertising technology company Mediaocean. Put all these flaws together, and using these tools can feel a lot like pulling a lever on a one-armed bandit. “Some projects you get a 20x improvement in terms of speed or efficiency,” says Liu. “On other things, it just falls flat on its face, and you spend all this time trying to coax it into granting you the wish that you wanted and it’s just not going to.”

Judge suspects this is why engineers often overestimate productivity gains. “You remember the jackpots. You don’t remember sitting there plugging tokens into the slot machine for two hours,” he says.

And it can be particularly pernicious if the developer is unfamiliar with the task. Judge remembers getting AI to help set up a Microsoft cloud service called an Azure Functions, which he’d never used before. He thought it would take about two hours, but nine hours later he threw in the towel. “It kept leading me down these rabbit holes and I didn’t know enough about the topic to be able to tell it ‘Hey, this is nonsensical,’” he says.

The debt begins to mount up

Developers constantly make trade-offs between speed of development and the maintainability of their code—creating what’s known as “technical debt,” says Geoffrey G. Parker, professor of engineering innovation at Dartmouth College. Each shortcut adds complexity and makes the code base harder to manage, accruing “interest” that must eventually be repaid by restructuring the code. As this debt piles up, adding new features and maintaining the software becomes slower and more difficult.

Accumulating technical debt is inevitable in most projects, but AI tools make it much easier for time-pressured engineers to cut corners, says GitClear’s Harding. And GitClear’s data suggests this is happening at scale. Since 2020, the company has seen a significant rise in the amount of copy-pasted code—an indicator that developers are reusing more code snippets, most likely based on AI suggestions—and an even bigger decline in the amount of code moved from one place to another, which happens when developers clean up their code base.

And as models improve, the code they produce is becoming increasingly verbose and complex, says Tariq Shaukat, CEO of Sonar, which makes tools for checking code quality. This is driving down the number of obvious bugs and security vulnerabilities, he says, but at the cost of increasing the number of “code smells”—harder-to-pinpoint flaws that lead to maintenance problems and technical debt. 

Recent research by Sonar found that these make up more than 90% of the issues found in code generated by leading AI models. “Issues that are easy to spot are disappearing, and what’s left are much more complex issues that take a while to find,” says Shaukat. “That’s what worries us about this space at the moment. You’re almost being lulled into a false sense of security.”

If AI tools make it increasingly difficult to maintain code, that could have significant security implications, says Jessica Ji, a security researcher at Georgetown University. “The harder it is to update things and fix things, the more likely a code base or any given chunk of code is to become insecure over time,” says Ji.

There are also more specific security concerns, she says. Researchers have discovered a worrying class of hallucinations where models reference nonexistent software packages in their code. Attackers can exploit this by creating packages with those names that harbor vulnerabilities, which the model or developer may then unwittingly incorporate into software. 

LLMs are also vulnerable to “data-poisoning attacks,” where hackers seed the publicly available data sets models train on with data that alters the model’s behavior in undesirable ways, such as generating insecure code when triggered by specific phrases. In October, research by Anthropic found that as few as 250 malicious documents can introduce this kind of back door into an LLM regardless of its size.

The converted

Despite these issues, though, there’s probably no turning back. “Odds are that writing every line of code on a keyboard by hand—those days are quickly slipping behind us,” says Kyle Daigle, chief operating officer at the Microsoft-owned code-hosting platform GitHub, which produces a popular AI-powered tool called Copilot (not to be confused with the Microsoft product of the same name).

The Stack Overflow report found that despite growing distrust in the technology, usage has increased rapidly and consistently over the past three years. Erin Yepis, a senior analyst at Stack Overflow, says this suggests that engineers are taking advantage of the tools with a clear-eyed view of the risks. The report also found that frequent users tend to be more enthusiastic and more than half of developers are not using the latest coding agents, perhaps explaining why many remain underwhelmed by the technology.

Those latest tools can be a revelation. Trevor Dilley, CTO at the software development agency Twenty20 Ideas, says he had found some value in AI editors’ autocomplete functions, but when he tried anything more complex it would “fail catastrophically.” Then in March, while on vacation with his family, he set the newly released Claude Code to work on one of his hobby projects. It completed a four-hour task in two minutes, and the code was better than what he would have written.

“I was like, Whoa,” he says. “That, for me, was the moment, really. There’s no going back from here.” Dilley has since cofounded a startup called DevSwarm, which is creating software that can marshal multiple agents to work in parallel on a piece of software.

The challenge, says Armin Ronacher, a prominent open-source developer, is that the learning curve for these tools is shallow but long. Until March he’d remained unimpressed by AI tools, but after leaving his job at the software company Sentry in April to launch a startup, he started experimenting with agents. “I basically spent a lot of months doing nothing but this,” he says. “Now, 90% of the code that I write is AI-generated.”

Getting to that point involved extensive trial and error, to figure out which problems tend to trip the tools up and which they can handle efficiently. Today’s models can tackle most coding tasks with the right guardrails, says Ronacher, but these can be very task and project specific.

To get the most out of these tools, developers must surrender control over individual lines of code and focus on the overall software architecture, says Nico Westerdale, chief technology officer at the veterinary staffing company IndeVets. He recently built a data science platform 100,000 lines of code long almost exclusively by prompting models rather than writing the code himself.

Westerdale’s process starts with an extended conversation with the modelagent to develop a detailed plan for what to build and how. He then guides it through each step. It rarely gets things right on the first try and needs constant wrangling, but if you force it to stick to well-defined design patterns, the models can produce high-quality, easily maintainable code, says Westerdale. He reviews every line, and the code is as good as anything he’s ever produced, he says: “I’ve just found it absolutely revolutionary,. It’s also frustrating, difficult, a different way of thinking, and we’re only just getting used to it.”

But while individual developers are learning how to use these tools effectively, getting consistent results across a large engineering team is significantly harder. AI tools amplify both the good and bad aspects of your engineering culture, says Ryan J. Salva, senior director of product management at Google. With strong processes, clear coding patterns, and well-defined best practices, these tools can shine. 

DEREK BRAHNEY

But if your development process is disorganized, they’ll only magnify the problems. It’s also essential to codify that institutional knowledge so the models can draw on it effectively. “A lot of work needs to be done to help build up context and get the tribal knowledge out of our heads,” he says.

The cryptocurrency exchange Coinbase has been vocal about its adoption of AI tools. CEO Brian Armstrong made headlines in August when he revealed that the company had fired staff unwilling to adopt AI tools. But Coinbase’s head of platform, Rob Witoff, tells MIT Technology Review that while they’ve seen massive productivity gains in some areas, the impact has been patchy. For simpler tasks like restructuring the code base and writing tests, AI-powered workflows have achieved speedups of up to 90%. But gains are more modest for other tasks, and the disruption caused by overhauling existing processes often counteracts the increased coding speed, says Witoff.

One factor is that AI tools let junior developers produce far more code,. As in almost all engineering teams, this code has to be reviewed by others, normally more senior developers, to catch bugs and ensure it meets quality standards. But the sheer volume of code now being churned out i whichs quickly saturatinges the ability of midlevel staff to review changes. “This is the cycle we’re going through almost every month, where we automate a new thing lower down in the stack, which brings more pressure higher up in the stack,” he says. “Then we’re looking at applying automation to that higher-up piece.”

Developers also spend only 20% to 40% of their time coding, says Jue Wang, a partner at Bain, so even a significant speedup there often translates to more modest overall gains. Developers spend the rest of their time analyzing software problems and dealing with customer feedback, product strategy, and administrative tasks. To get significant efficiency boosts, companies may need to apply generative AI to all these other processes too, says Jue, and that is still in the works.

Rapid evolution

Programming with agents is a dramatic departure from previous working practices, though, so it’s not surprising companies are facing some teething issues. These are also very new products that are changing by the day. “Every couple months the model improves, and there’s a big step change in the model’s coding capabilities and you have to get recalibrated,” says Anthropic’s Cherny.

For example, in June Anthropic introduced a built-in planning mode to Claude; it has since been replicated by other providers. In October, the company also enabled Claude to ask users questions when it needs more context or faces multiple possible solutions, which Cherny says helps it avoid the tendency to simply assume which path is the best way forward.

Most significant, Anthropic has added features that make Claude better at managing its own context. When it nears the limits of its working memory, it summarizes key details and uses them to start a new context window, effectively giving it an “infinite” one, says Cherny. Claude can also invoke sub-agents to work on smaller tasks, so it no longer has to hold all aspects of the project in its own head. The company claims that its latest model, Claude 4.5 Sonnet, can now code autonomously for more than 30 hours without major performance degradation.

Novel approaches to software development could also sidestep coding agents’ other flaws. MIT professor Max Tegmark has introduced something he calls “vericoding,” which could allow agents to produce entirely bug-free code from a natural-language description. It builds on an approach known as “formal verification,” where developers create a mathematical model of their software that can prove incontrovertibly that it functions correctly. This approach is used in high-stakes areas like flight-control systems and cryptographic libraries, but it remains costly and time-consuming, limiting its broader use.

Rapid improvements in LLMs’ mathematical capabilities have opened up the tantalizing possibility of models that produce not only software but the mathematical proof that it’s bug free, says Tegmark. “You just give the specification, and the AI comes back with provably correct code,” he says. “You don’t have to touch the code. You don’t even have to ever look at the code.”

When tested on about 2,000 vericoding problems in Dafny—a language designed for formal verification—the best LLMs solved over 60%, according to non-peer-reviewed research by Tegmark’s group. This was achieved with off-the-shelf LLMs, and Tegmark expects that training specifically for vericoding could improve scores rapidly.

And counterintuitively, Tthe speed at which AI generates code could actuallylso ease maintainability concerns. Alex Worden, principal engineer at the business software giant Intuit, notes that maintenance is often difficult because engineers reuse components across projects, creating a tangle of dependencies where one change triggers cascading effects across the code base. Reusing code used to save developers time, but in a world where AI can produce hundreds of lines of code in seconds, that imperative has gone, says Worden.

Instead, he advocates for “disposable code,” where each component is generated independently by AI without regard for whether it follows design patterns or conventions. They are then connected via APIs—sets of rules that let components request information or services from each other. Each component’s inner workings are not dependent on other parts of the code base, making it possible to rip them out and replace them without wider impact, says Worden. 

“The industry is still concerned about humans maintaining AI-generated code,” he says. “I question how long humans will look at or care about code.”

A narrowing talent pipeline

For the foreseeable future, though, humans will still need to understand and maintain the code that underpins their projects. And one of the most pernicious side effects of AI tools may be a shrinking pool of people capable of doing so. 

Early evidence suggests that fears around the job-destroying effects of AI may be justified. A recent Stanford University study found that employment among software developers aged 22 to 25 fell nearly 20% between 2022 and 2025, coinciding with the rise of AI-powered coding tools.

Experienced developers could face difficulties too. Luciano Nooijen, an engineer at the video-game infrastructure developer Companion Group, used AI tools heavily in his day job, where they were provided for free. But when he began a side project without access to those tools, he found himself struggling with tasks that previously came naturally. “I was feeling so stupid because things that used to be instinct became manual, sometimes even cumbersome,” says Nooijen.

Just as athletes still perform basic drills, he thinks the only way to maintain an instinct for coding is to regularly practice the grunt work. That’s why he’s largely abandoned AI tools, though he admits that deeper motivations are also at play. 

Part of the reason Nooijen and other developers MIT Technology Review spoke to are pushing back against AI tools is a sense that they are hollowing out the parts of their jobs that they love. “I got into software engineering because I like working with computers. I like making machines do things that I want,” Nooijen says. “It’s just not fun sitting there with my work being done for me.”

Natural Toothpaste Propels Wellnesse.com

Seth Spears is a Colorado-based entrepreneur who once taught consumers how to make their own non-toxic personal care products. He says customers valued the results but not the actual production process. “They kept asking us for ready-made versions,” he told me.

So he launched Wellnesse, a direct-to-consumer brand producing all-natural self-care goods, in 2020. Toothpaste quickly became the dominant item.

In our recent conversation, Seth shared the origins of Wellnesse, the demand for holistic oral care, marketing challenges, and more.

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

Eric Bandholz: Who are you, and what do you do?

Seth Spears: I’m the founder and chief visionary officer of Wellnesse, a B Corporation that produces all-natural personal care products. Our flagship item is a mint-flavored whitening toothpaste, made without toxic ingredients such as fluoride, glycerin, or sodium lauryl sulfate. We believe what goes in or on your mouth affects your entire body, so our focus is on safe, effective alternatives that outperform conventional options.

Our toothpaste’s key ingredient is micro hydroxyapatite, a naturally occurring mineral that makes up your teeth and bones. Unlike fluoride, it helps remineralize and repair enamel, filling soft spots and even reversing minor cavities. We’ve received hundreds of testimonials from customers who’ve seen major improvements in oral health.

We also use extracts from neem, a tree native to India, for whitening, and green tea extract for overall gum and tooth health — ingredients that work synergistically for stronger, cleaner teeth. Many customers with sensitive teeth, often longtime Sensodyne users, report reduced sensitivity and better results after switching to our toothpaste.

Before Wellnesse, I co-founded Wellness Media, a health education company that taught people how to make their own personal care products. Our audience loved the results but didn’t want the hassle of making them, so they kept asking us to sell ready-made versions. As an entrepreneur, I recognized repeated demand as a business opportunity.

We launched Wellnesse in 2020 as a natural personal care brand, starting with toothpaste, shampoo, conditioner, and deodorant. While we still offer all those, oral care quickly became our most successful category and is now our primary focus.

Bandholz: Many consumers are rethinking fluoride and turning to holistic dentistry.

Spears: We work closely with holistic and biological dentists through an advisory board that reviews the latest science on safe, effective oral care. These practitioners reject outdated methods such as routine drilling and fluoride use, instead emphasizing the role of diet, supplements, and the natural oral microorganisms.

We partner with influencers and communities that value non-toxic living. Our customers aren’t looking for the cheapest option; they want products that align with a clean, health-conscious lifestyle. They’ve often dealt with dental or health issues and are now seeking a more advanced, fluoride-free option.

As awareness grows around the connection between lifestyle and oral health, holistic dentistry continues to gain momentum. Consumers are questioning ingredients and demanding transparency.

Bandholz: So you’re growing through these practitioners. How do you find them?

Spears: There’s a strong network of holistic and biological dentists with their own organizations and conferences. We’ve sponsored several of those events in recent years to build relationships and raise awareness of our products.

Many connections also happen organically. When customers mention their holistic dentist, we often ask for introductions. Sometimes those dentists reach out after patients recommend us.

We maintain both affiliate and wholesale programs. Some dentists stock our products, while others prefer to promote them. We provide samples for dentists to share with patients, to experience the benefits firsthand. This multichannel approach ensures our partnerships remain authentic and genuine.

Bandholz: What marketing tactic is working best in 2025?

Spears: Growth has slowed in 2025. It’s been a challenging year. Meta remains our primary customer-acquisition channel, but performance has declined compared to previous years. We’re still bringing in new customers there, but it’s taking more testing and creativity to find what resonates.

Our most effective Meta approach has been a “us versus them” comparison, showcasing our clean, natural ingredients side by side with those in major brands. It highlights how our formulas are safer and more effective without being confrontational. We avoid targeting specific corporations directly. Procter & Gamble and similar enterprise brands have deep pockets and legal teams, and we’re not looking for that kind of fight.

We’re experimenting with Reddit ads, especially in health and oral care subreddits, as well as some campaigns on X. However, the results have been weaker on those channels. We’re now in full testing mode, trying different angles and messaging. We often focus on ingredient quality, but we also use influencer-style videos featuring real customers.

We had a strong email list (from my Wellness Media company) built through educational content — podcasts, blogs, and tutorials focused on health, vitality, and natural living. We regularly sent newsletters featuring recipes and DIY personal care guides, which helped us cultivate a loyal, informed audience.

When we launched Wellnesse, that list gave us a ready-made customer base. Many of those subscribers prioritized holistic health, and several became affiliates.

The landscape has undergone significant changes since then. Traditional affiliate marketing, based on content sites and email lists, has largely shifted toward influencer marketing on social media. Today’s promotions rely on selfie-style videos and personal testimonials, which feel more authentic to audiences. To me, this trend is too self-focused — but it’s undeniably where attention and conversions are happening.

An agency manages our ad strategy, so my focus is on broader direction and messaging rather than daily campaign tweaks. Overall, there’s no single breakthrough channel at the moment. It’s about constant experimentation and adapting to the changing ad landscape.

Bandholz: I heard that once enamel is gone, you can’t rebuild it. Is that true?

Spears: Not entirely. Teeth consist of hydroxyapatite, so when toothpaste contains that mineral, its tiny particles can penetrate crevices and help remineralize enamel. But oral health isn’t just about brushing; it’s also heavily influenced by diet and mouth acidity.

If you’re consuming a lot of processed or sugary foods or drinking soda, your mouth becomes more acidic, which can lead to cavities. Brushing helps, but it can’t fully offset a poor diet. A nutrient-dense, low-sugar diet rich in protein and vegetables supports stronger teeth and overall health.

I prefer a paleo-style diet — lean meats, fruits, vegetables, nuts— but there’s no one-size-fits-all approach. Everyone’s body chemistry is different. Getting blood work and allergy testing can help you understand your individual needs and optimize both oral and full-body health.

Bandholz: Where can people follow you, reach out to you, buy your products?

Spears: Our site is Wellnesse.com. My personal website is Sethspears.com. We’re on Instagram and Facebook. Find me on LinkedIn.

Etsy Merchant Eyes Shopify, Dual Brands

Kevlyn Walsh is a Denver-based art teacher turned entrepreneur. She launched Festive Gal, an Etsy shop, in 2019 after her handmade headband was a hit among Christmas party attendees.

Fast forward to 2025, and Festive Gal is thriving, selling custom gifts and party supplies. A new second site, Bake It Fancy, on Shopify, sells cooking accessories.

Amid the growth, Kevlyn manages employees, production, and, yes, Etsy constraints. She addressed those challenges and more in our recent conversation.

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

Eric Bandholz: Who are you, and what do you do?

Kevlyn Walsh: I run two brands. My first, Festive Gal, grew mainly on Etsy and offers custom gifts and party supplies to make life more fun. My second, Bake It Fancy, is a new brand focused on baking accessories that help people create beautiful cookies.

Bake It Fancy evolved from a best-selling Festive Gal product. It performed so well that I decided it deserved its own identity. Festive Gal celebrates parties and gifting; Bake It Fancy is all about creativity in the kitchen.

Etsy is how I became a business owner. Before opening my shop, I had no idea what a conversion rate was or how to sell online. It all started with an ugly Christmas sweater party. I made an over-the-top holiday headband covered in tinsel, bows, and a tiny elf.

Everyone loved it, so I made more, opened an Etsy shop, and sold out by Christmas. That success inspired me to keep creating new products and following party trends.

At first, I was still teaching full-time, but my Etsy sales eventually surpassed my teacher salary. By 2019, I quit teaching to run my shop full time — and I’ve never looked back.

The original headbands were too labor-intensive to scale, so I simplified them into paper party headbands with customizable phrases. They became Festive Gal’s signature product. I created designs for birthdays, bachelorette parties, and trending themes — like Game of Thrones fans hosting viewing parties. I made headbands with phrases such as “Hold the Door” and “I Drink and I Know Things,” and they sold like crazy.

Back then, I didn’t think much about trademarks and used pop-culture phrases freely. Now that my business is bigger, I avoid those entirely. Using names like “Game of Thrones” could get a shop flagged. It’s frustrating because Etsy is still full of Disney and other IP-based items, yet enforcement feels aimed at successful sellers. I’ve explored licensing, but the costs, reporting, and low margins made it more hassle than it was worth.

Bandholz: How do you manage custom orders on Etsy?

Walsh: Etsy’s basic customization tools aree limited. Each listing includes an input field that customers must complete before adding an item to their cart, to help prevent missed details. However, sellers only get two dropdown menus and one text box. I have to simplify the listing or get creative for buyers to choose multiple options, such as color, font, and size.

That lack of flexibility makes Etsy’s user interface challenging for complex customizations. In contrast, Shopify has apps that allow unlimited dropdowns and far more personalization features. On Etsy, if a buyer forgets to include key details such as the name for a custom item, I have to message her directly. That extra communication can be time-consuming and slow down production.

Bandholz: How does Etsy define “handmade”?

Walsh: It’s ironic that Etsy promotes itself as a handmade platform. Real success there requires efficiency and operations. To scale, you need systems, employees, and streamlined production — but you can’t build that until you have sales. It’s a catch-22. I’ve had products go viral, but there’s a limit to how many we can make before delays frustrate customers. Etsy doesn’t provide the tools sellers need to manage growth efficiently.

For example, there’s no multi-user access. I can’t give a virtual assistant or employee their own login to handle messages or shipping without sharing my banking information. That makes delegation risky.

As for “handmade,” there’s a lot of gray area. Some sellers import mostly finished products — items 90% made in China — and add customization in the U.S. through embroidery or vinyl. Etsy allows some flexibility there, but the rules are vague. The guidelines mention terms such as “made, sourced, or designed by seller,” which are open to interpretation.

In Etsy forums, sellers debate what those definitions mean and worry whether new policies could jeopardize their shops.

Bandholz: What advice would you give someone considering selling on Etsy?

Walsh: First, define your goals. The platform is perfect if you want only to make “fun money” from a craft you love. Enjoy the creative process, make products that delight you, and celebrate each sale.

But if your goal is to replace your full-time income, you have to approach Etsy strategically. Choose a product that can scale efficiently. On Etsy, sales compound. The algorithm rewards momentum, so when a listing sells, it signals that people want that product. Etsy earns a percentage of each sale, and it promotes listings that generate revenue. So the more you sell, the more exposure your products get.

Plan early for operations. Will you hire help? How will you handle shipping? Can you manage rush orders for personalized gifts?

Etsy customers often order last-minute, so reliability is key. I’ve worked through the flu to meet deadlines because I didn’t want to disappoint buyers. Now that I have employees, that stress is lighter, but it took planning and growth.

Bandholz: Is Etsy your main sales channel?

Walsh: Yes, Etsy is still my primary source of sales, and I’ve had great success there. But the platform’s overall traffic has declined. I think part of the issue is quality control — Etsy has allowed too many low-quality sellers. Cheap, mass-produced items clutter search results. It’s lost some of the curated, handmade charm that made it special.

Because of that, I’m working to grow off-platform. Relying solely on Etsy feels risky, especially with how inconsistent their seller support has become. Recently, Etsy deployed AI bots to remove non-handmade listings, but the system often flags legitimate shops.

Many legitimate sellers have had top-performing products or entire shops deactivated with no way to reach a human for help. It’s a tough situation for honest creators trying to run real handmade businesses.

Bandholz: Is the new baking brand on Etsy, too?

Walsh: No, I’m building Bake It Fancy on Shopify and driving traffic through Meta ads and content creation. I even converted part of my warehouse into a “media room” with a fake kitchen and a real oven from Home Depot, so I can film baking videos and tutorials. My goal is to grow this brand independently, without relying on third-party marketplaces.

I’ve learned a lot about ecommerce after years of running Festive Gal on Etsy. Now I’m ready to apply those lessons — using Shopify, ads, and content — to build a brand with full control.

Content creation used to be hard for me. I have a three-year-old and a one-year-old, and my home kitchen isn’t ideal for filming. This new setup makes it easier and more fun. Plus, baking content is naturally engaging. Watching someone decorate cookies is satisfying and creative.

With Festive Gal, I never relied on content since Etsy brought steady traffic. But Bake It Fancy is different. Cooking is so demonstrable and visual that I can easily film with just my hands, and I don’t even need to get camera-ready every time.

Bandholz: Where can folks buy your products and follow you?

Walsh: My Etsy shop is Festive Gal. Festive Gal also has a Shopify website, FestiveGal.com. BakeItFancy.com is ramping up. I’m on Instagram and LinkedIn.