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"Wildfire risk is not just an occasional catastrophe, but a recurring cost embedded in the state's economy," said the report issued this week by the California Earthquake Authority. View the full article

It’s about to get a bit easier to find a Trader Joe’s near you. The grocer just announced it will open 18 new stores across 12 states, including multiple locations in a handful of states, over the next several months. Trader Joe’s announced the new locations with a series of “Coming Soon!” announcements. Currently, the chain is in 42 states, leaving only a handful of states, including Alaska, Hawaii, Mississippi, Montana, North Dakota, South Dakota, West Virginia, and Wyoming, without a Trader Joe’s store. The latest cluster of openings will include locations in Arizona, California, Florida, Georgia, Illinois, Kansas, Louisiana, Massachusetts, New Jersey, Texas, Utah, and Washington. The expansion is just the latest set of new store openings for Trader Joe’s, as the chain has already announced eight new locations earlier this year. That was after it opened around 30 new stores in 2025, bringing its total to over 600 stores in the U.S. On a recent episode of the “Inside Trader Joe’s” podcast, TJ’s marketing executives Tara Miller and Matt Sloan opened up about how the company decides on new locations sites, explaining that population density, traffic patterns, which may dictate how easy it is to get to the location, and ample parking, are all factors in the decision-making process. “We’re adding lots of stores,” Miller explained. “Even though we’re a company that’s been in business for close to 60 years at this point, we are growing.” The executive added that, while the brand is opening many new stores, it’s a process that doesn’t “happen overnight,” but is done carefully and with a lot of intention. “We’re growing at a pace that we can sustain,” Miller added. The latest batch of stores slated to open this year includes the following locations: 2150 E Broadway Blvd., Tucson, Arizona 2457 Golden Hill Rd., Paso Robles, California 6336 E Santa Ana Canyon Rd., Anaheim Hills, California 1444 North Alafaya Trail, Orlando, Florida 8111 S Dixie Hwy., West Palm Beach, Florida 1000 Medley Blvd., Johns Creek, Georgia 1930 US-34, Oswego, Illinois 8700 Shawnee Mission Pkwy., Merriam, Kansas 3377 U.S. Hwy. 190, Mandeville, Louisiana 2428 Napoleon Ave., New Orleans, Louisiana 1710 Camellia Blvd., Lafayette, Louisiana 34 Walkers Brook Dr., Reading, Massachusetts 471 Mt Pleasant Ave., West Orange, New Jersey 8101 Eldorado Pkwy., McKinney, Texas 4850 W 13400 South Herriman, Utah 14035 NE Woodinville Duvall Rd., Woodinville, Washington 13414 E Sprague Ave., Spokane Valley, Washington 401 NE Northgate Way, Seattle, Washington View the full article

Oracle and Oracle NetSuite have unveiled a new solution tailored for the restaurant industry: Oracle NetSuite Restaurant Operations. This cutting-edge platform aims to enhance operational efficiency and profitability for restaurants by streamlining critical back-office functions. With the increasing pressure on restaurant owners to optimize costs while delivering exceptional customer experiences, this new offering integrates key operational aspects into a single, AI-powered system. The centralized platform combines inventory management, procurement, scheduling, production, and cash management. By consolidating these essential functions, Restaurant Operations provides real-time visibility and actionable insights. This resource is particularly valuable for small to medium-sized restaurant owners who often juggle many tasks with limited resources. Alex Alt, Oracle’s executive vice president and general manager of Commercial Cloud Applications, emphasized the urgency for restaurant leaders to push for operational efficiencies. “Restaurant and hospitality leaders are under pressure to drive operational efficiencies and do more with less, while delivering an exceptional customer experience,” he stated. The AI-driven nature of this platform aims to empower restaurant operators to unlock rapid innovation while maintaining cost-effectiveness. Restaurant Operations is designed to cater to a wide range of establishments, from single-location startups to expansive global franchises. The platform is built upon over 25 years of industry experience in hospitality and restaurant financial best practices. This foundational knowledge equips restaurants with the flexible and scalable tools necessary for navigating today’s competitive landscape. One of the standout features of Restaurant Operations is its enhanced user interface, which boosts both accuracy and speed. Notably, its embedded AI toolsets automate repetitive tasks, allowing staff to focus on higher-value activities. For instance, AI-driven analysis helps identify trends and make predictions in critical areas such as inventory management—an essential function that can significantly impact a restaurant’s bottom line. Brian Chess, Oracle NetSuite’s senior vice president of AI, noted, “Restaurants have traditionally relied on a patchwork of systems to manage inventory, purchasing, finance, and other critical processes.” The new solution eliminates this fragmentation by integrating operational and financial data into a unified platform. This consolidation provides real-time visibility into performance across multiple locations, thus simplifying decision-making and reducing operational complexity. For small business owners in the restaurant sector, the practical applications of Oracle NetSuite Restaurant Operations are clear. From having a single source for tracking key performance indicators (KPIs) to receiving tailored insights for better inventory control, the platform aims to enhance day-to-day operations substantially. It allows restaurant owners to spend less time managing disparate systems and more time focusing on delivering positive customer experiences and driving sales. While the advantages are compelling, small business owners should also consider potential challenges. Transitioning from multiple existing systems to a unified platform may require upfront investment and a learning curve for staff. Moreover, the implementation may necessitate adjustments in current processes, which could temporarily disrupt operations. However, the long-term benefits of improved efficiency and data visibility often outweigh these initial hurdles. Oracle NetSuite Restaurant Operations will be available globally within the next 12 months, with support for localization in over 110 countries, 190 currencies, and 27 languages. This extensive reach signifies Oracle’s commitment to catering to restaurants of all sizes, empowering them with tools to stay competitive in an ever-evolving market. As the restaurant industry continues grappling with rising operational costs and customer expectations, tools like Oracle NetSuite Restaurant Operations could be pivotal for small business owners aiming to thrive. This ambitious solution not only promotes efficiency but also fosters an environment conducive to growth and sustainability. For more details on this new offering, visit the original announcement here: Oracle NetSuite Restaurant Operations. Image via Google Gemini This article, "Oracle Unveils AI-Driven Solution to Streamline Restaurant Operations" was first published on Small Business Trends View the full article

It’s the Friday open thread! The comment section on this post is open for discussion with other readers on any work-related questions that you want to talk about (that includes school). If you want an answer from me, emailing me is still your best bet*, but this is a chance to take your questions to other readers. * If you submitted a question to me recently, please do not repost it here, as it may be in my queue to answer. The post open thread – April 10, 2026 appeared first on Ask a Manager. View the full article

Every major browser puts a thin strip of tabs at the top of the window. It's great, until you open dozens of tabs, and all you can really see are little website favicons. A better way exists—placing tabs vertically in a sidebar—but browsers have been resisting it for years. Arc was the first mainstream browser that pioneered a sidebar-based navigation system, and since then it has propagated to Chrome, Edge, Firefox, and Arc's spiritual successor, Zen browser. If you're using one of these browsers, I highly recommend making the switch. Why vertical tabs make more sense So much wasted space on the left and right. Credit: Khamosh Pathak Most websites are customized for a vertical reading experience, while laptops and desktops have widescreen displays. When you read articles on a website like Lifehacker, there's quite a lot of white space on the left and the right, while that vertical space is actually at a premium. Depending on your display size, your tabs might end up crunched along the top of the display, space that would otherwise be available for viewing the site in question. Moving the tab bar to a sidebar means you've freed up some useful space up top, with the added advantage of being able to see the names of all your tabs—even if you have 30 tabs open at once. How to enable vertical tabs in Google Chrome Credit: Khamosh Pathak Chrome was the last major browser to add support for vertical tabs, introducing the feature in April 2026. To enable vertical tabs in Chrome, update to the latest version, then go to Settings > Appearance > Tab strip position and switch to Side. All of your tabs will be shifted to a new vertical bar on the left. The URL bar with extensions will move to the top, and a lot of Chrome's interface will disappear. Chrome also offers a compact mode. You can click the Collapse Tabs icon at the top of the vertical sidebar to only show the website favicons as tabs to save even more space (hovering over a tab will show the tab title). You can still create tab groups from the top of the sidebar, and there's also a handy button to search between the tabs. Pinned tabs show up at the top in their own separate section, too. How to enable vertical tabs in Firefox Credit: Khamosh Pathak Firefox has a sidebar that lets you add features like an AI chatbot, browser history, and quick access to tabs from other devices. Firefox also lets you move the sidebar to the right-hand side if you wish. To enable vertical tabs here, go to Settings > General > Browser Layout > Vertical Tabs (and make sure that Show sidebar is enabled). When the sidebar is open, click the Customize Sidebar button to customize the shortcuts—including the ability to remove all the Firefox features and AI chatbot shortcuts. There's also a compact mode here that only shows the favicons, but reveals the entire sidebar when you hover on it. Use the Expand sidebar on hover feature to switch to this mode. How to enable vertical tabs in EdgeTo enable vertical tabs in Microsoft Edge, go to Settings > Appearance > Tab Actions > Show vertical tabs. Once set, you'll be able to toggle the sidebar from the toolbar up top. Because Edge is based on Chromium, the vertical sidebar works much like the one in Chrome. Pinned tabs show up top, and you can collapse the sidebar for a compact mode. Zen Browser has vertical tabs by default Credit: Justin Pot If you are in favor of vertical tabs, you really should consider using the Zen browser. Currently in beta, it's a spiritual successor to Arc (RIP) that is based on Firefox instead of Chromium, with a focus on privacy and speed. But what's particularly relevant for this piece is that Zen Browser uses a sidebar interface by default. Zen uses workspaces to divide up your work, personal life, or projects. Each space can have its own pinned tabs and its own workspace. You can add tabs to the "Essentials" space that stay the same no matter what. There's also a compact mode that hides the entire sidebar unless you hover on the edge of the window. To know more, take a look at our detailed guide on the Zen browser. View the full article

There’s a broad consensus that online reviews — especially Google reviews — should be a top priority for businesses that rely on local customers. Four of the top 15 ranking factors in Google Maps were related to reviews (quantity, quality, recency, and consistency), according to a recent Whitespark survey. Other surveys report that more than 80% of consumers use Google reviews to evaluate local businesses. For most of these businesses, the solution is straightforward: ask more customers for reviews, and then reply to those reviews. However, if you work in healthcare, you’ll inevitably find that things aren’t that simple. From soliciting reviews to responding to reporting fake engagement, medical facilities face unique dilemmas due to ethical standards and federal laws that limit review-related activities. That said, if you understand the obstacles and your options, there’s no reason you can’t be both competitive and compliant in the arena of healthcare reviews. After working in healthcare for over a decade, I’ll share the biggest obstacles I’ve faced, along with unique solutions. The catch-22 in mental health Years ago, I was assisting a therapist’s small private practice with local SEO. He only had a couple of reviews, so I pointed that out. That’s when he told me he wasn’t even allowed to ask for reviews. At the time, I was certain he must be mistaken. To my surprise, it was actually part of the code of ethics from the American Psychological Association (APA), which explicitly states therapists and psychologists can’t solicit testimonials from their clients (due to concerns of undue influence). With that in mind, the lack of reviews was certainly understandable, but it was still a problem for local SEO. And Google doesn’t seem to make any exceptions for the mental health field. After working with many more clients and employers in the mental health space since, this has proven to be a recurring obstacle. Mental health professionals need visibility on Google the same as any other local business, but one of the best ways to achieve that visibility isn’t even allowed in their field. The result, unfortunately, is that the practitioners who follow their ethics rules are often those with the least visibility on Google. The good news is that there are still ways to get reviews without crossing those ethical boundaries — although it might require utilizing some outside-the-box solutions. Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with A case study in mental healthcare reviews A few years ago, I started working with an addiction treatment center that had been doing well with reviews until a new local competitor opened and exceeded both the number of reviews and the average rating in less than one year (despite the client’s nearly 10 years in business). This competitor was increasingly outperforming them in local search, so something had to be done. However, my client wasn’t sure how they could have received so many reviews without crossing ethical boundaries. To outpace and keep up with this competitor’s reviews, we needed to secure 50 to 100 reviews and maintain a rate of at least one review per week. The problem was that the client hadn’t received consent from former patients for marketing texts or emails, and they also knew they couldn’t make soliciting reviews a day-to-day part of the clinical staff’s work. The solution Since the APA ethics rules primarily govern psychologists and clinicians, and because the reasoning behind the APA guidance relates to patients having undue influence, we determined that individuals who opted into alumni engagement and who were no longer in active treatment could be asked for a review (and only by non-clinical staff). We decided it made more sense to focus on expanding the alumni program rather than facing the review dilemma head-on or in a vacuum because: An alumni program would improve the overall patient experience and success rate, and it would be the best way to offer non-clinical experiences and interactions with other staff. We would designate the non-clinical alumni coordinator responsible for requesting reviews, and only from alumni (no ethical concerns). The alumni coordinator would have an in-person rapport with these patients (better for review conversion). So, we enacted the following: Tasked the alumni coordinator with review generation We didn’t create an incentive for the employee when they got reviews (I’ve never seen much success with that tactic anyway). Instead, we simply made it part of the job description and set the expectation that getting reviews every week was part of the gig. Now, we didn’t truly “enforce” this rule per se, but we did track it. When more than two weeks went by without any reviews, we would follow up with the alumni coordinator to see how things were going. Over time, the need for these check-ins decreased, and requesting reviews became part of the job. We made an online alumni group and QR code cards When someone graduated from the program, they would be encouraged to stay involved with the alumni community. The patient would be given a QR code to join a private online group to stay current on upcoming events. We also included a QR code for finding the phone number and driving directions to the facility (via a link to the Google Business Profile), making it easy to find where to leave a review if they felt inclined. When an alum verbally said they would leave a review, we texted them a link In my experience, most people will leave a review if you ask and make it easy to do. Many clients will agree to leave reviews, but unless you explicitly show them how, there’s rarely follow-through. It just might not be a priority for them, so they forget or put it on the back burner. Simplifying the review process worked well. A direct link sent via text drove higher completion rates — no questionnaires, no review gates, just a straight path to the Google Business Profile. The result In less than a year, we were able to generate 100 new reviews, outpacing the competitor. The average rating also improved from 4.6 to 4.8, which was also better than the competitor. In the second year, an additional 100 reviews were gathered, which meant we generated more reviews in two years than the first nine years of business combined. As of February 2026, the facility is just shy of 500 reviews, still averaging at least one review per week — without crossing any ethical boundaries. If you want to duplicate this review strategy, here’s the summary: Review owner: Designate a non-clinical staff member responsible for reviews, such as alumni coordinator (and make a review count goal part of their role). Review trigger: Alumni event attendance or joining the alumni community. Request methods: In person. Request delivery: Print materials with QR codes for patients to stay in touch, find the Google Business Profile, and consent to communications, followed by a direct link via text to leave a review. Tracking: Weekly review count. Follow up with the review owner when the weekly goal isn’t achieved. For third-party agencies and freelancers: If you help a healthcare client with an SMS service or share information about patient identities in any way between a “covered entity” and a third party, there should be a business associate agreement with those third-party vendors. What not to do when generating reviews: Don’t ask current mental health patients for reviews. Don’t “gate” reviews (it is against Google guidelines, and it reduces conversion). Don’t pressure or coerce clients or patients to leave a review. Don’t incentivize staff or clients to leave reviews. What if you’re a solo mental health practitioner? If you’re a therapist or psychologist who can’t rely on non-clinical staff to request reviews, you aren’t without options. Some other things I’ve had success with include: Reducing friction: Instead of an explicit “ask,” you can provide a QR code at checkout or a link in your follow-up emails that directs patients to your Google Business Profile for “Directions and Information,” making it easier for patients to leave a review if they are inclined to do so. Leveraging aggregate data: If you are in a high-sensitivity field (like behavioral health), you can also publish aggregate client satisfaction scores or patient outcome reports on your website and review platforms. While it may not have the same ranking impact as reviews for local search, it will provide similar social proof without the ethical questions. Get the newsletter search marketers rely on. See terms. Review replies and HIPAA compliance In addition to getting reviews, replying to them is also important. While medical businesses can post replies to reviews, the subject matter in their response is regulated. Merely acknowledging that a reviewer was a patient could be a risk under the Health Insurance Portability and Accountability Act (HIPAA) — even if the patient had already revealed as much in their review. That’s because HIPAA only regulates what providers share. Patients are free to share whatever they like about themselves online, but that doesn’t change the provider’s legal responsibility to protect health information. (One California hospital learned that the hard way in 2013 with a $275,000 settlement after a spokesman commented to the media, stating that a patient’s medical records contradicted their own accusatory Yelp review.) Generally, you should avoid acknowledging that the reviewer was a patient to remain compliant under HIPAA. Instead: Focus on policy, not the person: Keep the response focused on general facility policies and practices around the complaint rather than the reviewer’s exact situation. Move the conversation offline: Provide a direct line to a patient advocate or office manager. Avoid confirming status: Even if a patient says, “I was there yesterday,” your reply should never say, “We enjoyed seeing you.” While not legal advice, here are some example templates I often use when replying to reviews: Negative review reply template: “Privacy laws prevent us from confirming or denying whether any individual is a patient at our facility. However, we take all feedback seriously. Our policy regarding [insert issue] is [insert general policy]. If you would like to discuss a specific experience, please contact [insert contact instruction].” Positive review reply template: “Thank you for your kind words. We appreciate you taking the time to share feedback.” Why these work: These avoid patient status confirmation. For negative reviews, it explains why you can’t respond directly and offers an alternative way to discuss their concern in detail. Reporting reviews and HIPAA compliance You also can’t tell Google whether someone was a patient. This applies when reporting a review as fake engagement — claiming someone “wasn’t a customer” can be risky if you’re a covered entity under HIPAA. Instead, focus on other types of review violations. One of Google’s review policies regarding “misinformation” can be helpful in the healthcare industry. For example, I once had a client who received a review claiming the medication they were prescribed wasn’t safe. This was totally false and easy to prove since it was FDA-approved. Google ultimately removed the review when this was pointed out. Some of the other Google policies that can lead to the successful reporting of healthcare reviews include: Offensive content, such as unsubstantiated allegations of unethical behavior or criminal wrongdoing. Personally identifiable information (PII), such as the use of the first and last names of staff in the review. Off-topic, such as leaving a review for a different facility or location. Repetitive content, such as posting the same review from multiple accounts or the same review on multiple locations. When you report reviews to Google, be sure to: Correctly identify and list the policy category. Quote the exact offending line from the review. Provide evidence and explicitly explain why it violates the policy. Avoid reference to the reviewer’s relationship to the facility. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with Building a compliant and effective review engine in healthcare Healthcare review management can be a compliance exercise, but the good news is you don’t have to choose between compliance and local SEO. You just have to build a review system designed for this industry’s reality: Build a compliant, consistent process rather than a “one-off” push. Assign ownership, set expectations, and track consistently. Reduce friction by making it easy to leave reviews via print materials and text messages, but without coercion, incentives, or asking current patients. Stay neutral when replying to reviews (or reporting them), and never confirm patient status in public. When reporting reviews, focus on other Google categories that don’t require patient status. Involve compliance leads in the review process. Unlike other fields, there are real liability risks with healthcare reviews. Done right, you can grow local visibility, protect patient privacy, and sustain review consistency — just like any other industry. View the full article

The business district in London’s Docklands demonstrates what innovation and invention can achieveView the full article

What It Means for AI's Next Phase in Accounting. By Seth Fineberg For CPA Trendlines Go PRO for members-only access to more Seth Fineberg. View the full article

What It Means for AI's Next Phase in Accounting. By Seth Fineberg For CPA Trendlines Go PRO for members-only access to more Seth Fineberg. View the full article

I've been on Threads since it first launched in 2023, and throughout my experience, I've learned a few hacks to save time (and sanity) on the platform. If you're a regular Threads user, you should try these methods to reduce unwanted content from your feed, speed up searches, and customize the app to your liking. Use these tools to download videos from ThreadsLike most of my social media feeds, my Threads feed is also full of cat videos. When I see one I like, I sometimes download the video to watch later. As you may know, Threads doesn't support media downloads, which means that you'll need to rely on third-party tools to download videos from the app. You can try Threads Downloader on Android, or the Threads Download shortcut on iPhone. Using the Android app is simple enough: Just copy the Threads link and paste it in the app. On the iPhone however, you'll have to download two other free apps: a-Shell mini and Scriptable to let the shortcut do its thing. After the shortcut is set up, you can hold the share button under any Threads post, and select the "Threads Download" shortcut from the share sheet to start the download. Use the Tweetdeck style multi-column layout on desktop Credit: Pranay Parab I loved Tweetdeck's multi-column layout for Twitter back in the day, so I could keep an eye on different streams of information in a single view. Without additional clicks, I could see my feed, notifications, mentions, DMs, and so on. Threads also has a similar multi-column layout on desktop, if you, like me, prefer that view. Just log in to Threads on desktop and click the three-dots button in the top-right corner of your feed. Select Add as column, then use the drop-down menu at the top of the feed to switch to a different view such as Activity, For you, Following, Mentions, etc. Once you've added a few columns, click the three-dots icon in the top-right corner of any feed, and select Auto-update to let the feed load new posts or activity in real time. Switch your default feed to see posts only from accounts you followI dislike Threads' algorithmic default feed because it shows posts that I don't care much for. Luckily, you can easily change the default feed to posts from only people you follow. To do this, open the Threads app on your phone, and tap the two-lines button in the top-left corner. Press the pencil icon, drag Following to the top, and select Done. This will show posts from people you follow whenever you open Threads. Create custom feeds to focus on specific topicsThreads supports creating your own feeds too, in case you want to focus on posts around specific topics or posts from certain people. For instance, you can create a feed full of cat videos, or a feed exclusive to marathon training. Once you open Threads, swipe right to reveal the Feeds page, and hit the + button up top to create a new feed. Add a name for the feed, choose if you want it visible to the public, and then tap Add profiles or topics to start customizing it. You can add keywords (e.g. NYC marathon), certain profiles, or select topics in Threads, and all of them will appear in this feed. It's also a way to follow certain people's posts without following their accounts. Stop Meta from suggesting your posts on Facebook and InstagramIf your account is public, Threads automatically suggests some of your posts to people on Instagram and Facebook. I think this kind of a feature is great for brands and influencers, but not so much for people who'd rather not share their ramblings on Threads with friends and family on other platforms. You can turn this off by going to a page buried in the app's settings. Tap the profile icon in the bottom-right corner of the app, then select the two-line menu in the top-right corner of the profile page. Next, go to Privacy > Suggesting posts on other apps and turn it off for both Instagram and Facebook. Block some Threads notifications without disabling all alertsSending countless junk notifications is par for the course for any app owned by Meta. I've countered this problem by disabling all notifications for Threads and most other Meta apps, but I understand that it's not ideal for everyone—especially if you don't want to miss DMs. You can turn off some types of junk notifications, such as posts "suggested" for you and follow suggestions, in Threads. Go to your profile on Threads, hit the two-line menu button in the top-right corner, and select Notifications. Go to From Threads and disable everything. Then head to Following and followers and disable account suggestions, and Pre-followed user joined Threads. You can also go to the Threads and replies settings page, and disable junk notifications such as Insights, Weekly insights, Views, First thread, and Updates from posts with links. Enable Fediverse to follow Mastodon users on Threads Credit: Pranay Parab Threads has Fediverse integration, which means you can let Mastodon users see your posts and follow your account. This isn't necessary if you have accounts in both apps, but it's good for those who are exclusive to Threads and want their Mastodon friends to see their posts. To enable this, go to Threads settings > Account > Fediverse sharing, and follow the on-screen prompts. Stop others from reusing your mediaPeople on Threads can reuse your photos and videos in their posts, if your account is public. You can disable this by going to Threads settings > Account > Media, and disabling Media reuse. It won't stop users from screenshotting your content, of course, but it will put up a roadblock that might help prevent this reuse. Use this trick to search Threads fasterThe Threads app has a search button (magnifying glass icon) in the top-right corner of the app. When you tap this, you'll see the search page, with follow suggestions, trending topics, and other content that Meta keeps adding. To actually search for stuff, you need to tap the search bar and type your query. There's a way to speed up your searches in Threads, though: Just tap and hold the search button, and Threads will immediately open the search page with the keyboard open. This way, you can reduce the extra tap to start searching on Threads. Hide your online statusThreads also reveals whether you're online to people who follow you. If that makes you uncomfortable, you can hide your online status from others. Go to Threads settings > Privacy > Online status, and select No one. View the full article

Cisco is advocating for a 'Better Together' spectrum strategy to continue to support more and better Wi-Fi in Europe. The post GUEST PAPER: What Ofcom’s ‘Better Together’ 6 GHz plan means for Wi-Fi, mobile, & the EU appeared first on Wi-Fi NOW Global. View the full article

Social media has been abuzz in recent days about America’s new, upcoming automatic military draft registration system. And it’s no surprise why. America is engaged in a war with Iran, and many worry the conflict, which is currently on pause due to a fragile ceasefire agreement, could spill over into a situation where American boots are deployed on the ground. This has left many wondering whether the news of the new automatic draft registration system and the conflict in Iran are linked. Here’s what you need to know. Are Americans about to be drafted? First things first, let’s get the question that is on top of many young men’s minds right now out of the way: No, there are no signs America is about to start instituting a military draft, despite the upcoming automatic military draft registration system. America hasn’t had a draft since February 1973, when it was engaged in full-scale conflict in the Vietnam War. It didn’t even attempt to restart the draft during the first or second Gulf Wars, nor after the attacks of September 11. And despite the ongoing conflict in Iran, even if boots were to be put on the ground, it is very unlikely a draft would return. This is because America already has one of the largest militaries in the world, so currently it doesn’t need any soldiers who don’t already want to be there. According to USAFacts.org, there were 2.81 million service members in the U.S. military in 2025, of whom 1.33 million were active-duty members. So why is America initiating an automatic military draft registration system? The news that has everyone talking is that, come this December, the federal government will roll out an automatic military draft registration system. This means those eligible to serve will be automatically enrolled in the Selective Service. However, while this new initiative will be nationwide, it’s not much different than what already exists. As noted by CNN, 46 U.S. states and territories already have an automatic military draft registration system. The new measure will simply make automatic military-draft registration uniform across the country. But why is the U.S. doing this now? Given the conflict in Iran, it’s natural for many to assume that the new national automatic military draft registration system is a response to the conflict. But that’s not actually the case. As a matter of fact, the new measure was passed by Congress last year. The measure was included in the annual defense policy bill, which was supported by both Republicans and Democrats. That bill is called the National Defense Authorization Act for Fiscal Year 2026, and it was signed into law by President The President in December—well before the war in Iran broke out. For years, lawmakers have talked about the benefits of automatic draft registration, which primarily come down to two main things: money and ease. As reported by ABC News, in 2024, Representative Chrissy Houlahan noted that automatic registration “saves taxpayers significant money and makes it easier for these men to follow the law and register with the Selective Service.” Who will be automatically registered for the draft? According to the National Defense Authorization Act for Fiscal Year 2026, “Except as otherwise provided in this title, every male citizen of the United States, and every other male person residing in the United States, between the ages of eighteen and twenty-six, shall be automatically registered under this Act by the Director of the Selective Service System.” So, in short, if you are a male in the United States aged 18-26, you will be automatically registered for the draft. And this doesn’t just include US citizens. The Selective Service System (SSS) says that immigrants and dual-national U.S. citizens must register, along with other cohorts. However, this is no different than what was already required. Currently, all men ages 18-26 must register for the draft. The new rules mean the registration will now simply be automatic across the country. How will I be automatically registered for the draft? The Selective Service System has not announced how exactly eligible men will be automatically registered. Currently, the agency states that it will use “federal data sources” to identify who should be automatically registered for the draft. This would presumably include data such as Social Security numbers, student loan information, passport information, and more. When will automatic registration start? By the end of the year. The Selective Service System says it “will implement the change by December 2026, resulting in a streamlined registration process and corresponding workforce realignment.” View the full article

You may know that Reddit can be a treasure trove of useful information and opinion, and that RSS (Really Simple Syndication) is a clean and straightforward way to keep up with what's happening on the web—but you might not be aware that you can combine both Reddit and RSS in numerous ways. Reddit actually has a variety of RSS integrations built in, so you can point your RSS reader straight to your subreddits of choice and keep up with the latest posts. The usual benefits of RSS apply: You get an uncluttered, customizable interface, free from ads and other extras, and which you can work through at your own pace. If you're new to RSS, we've previously picked out a selection of the best clients to get you started, as well as spotlighting our favorites. These RSS apps give you rolling, chronological feeds of whatever websites (including Reddit) you point them towards, and they let you take in what you want to read at your own pace. Getting started with Reddit and RSS Feedly comes with Reddit integration built in. Credit: Lifehacker You can turn any subreddit into a feed for your RSS app by adding ".rss" to the end of it—so, for example, reddit.com/r/technology/ would become reddit.com/r/technology/.rss. That will give you a simple, reverse chronological feed of posts from the subreddit, with the newest submissions appearing at the top. The same goes for comments in a subreddit, and for user feeds: All you need to do is add ".rss" to the end of the URL. If you wanted to see all the comments happening in the tech subreddit, for example, reddit.com/r/technology/comments/.rss would be the feed to plug into your RSS reader of choice. You can use the ".rss" trick with a lot of Reddit URLs, but you don't always put it in the same place. If you want to keep tabs on a particular search term, for example, you can use a URL such as reddit.com/search.rss?q=lifehacker&sort=new for your RSS reader. That will return all the posts matching "Lifehacker" recently added to Reddit. These feeds work in the same way to any other RSS feed you add to your client—you can search through them, bookmark them, and follow the links to read the post in full on Reddit (including its full selection of embedded media and comments). Some RSS readers come with features specifically for Reddit. For example, Feedly is one of the best clients out there, and when you click the Follow Sources link in the Feedly web interface you'll see a Reddit tab—click this to add subreddits and searches directly, with no URL tricks required. Customizing your Reddit RSS feeds You can customize your Reddit RSS feeds in a variety of ways. Credit: Lifehacker Keep on digging and you'll find there are a few more tricks you can do with RSS and Reddit. As pointed out by Robin Spielmann, you can use a few variables in your URLs: "sort" to sort the posts, "t" to pick when the posts are from, and "limit" to restrict how many posts get pulled through. For example, plug reddit.com/r/technology/top/.rss?sort=top&t=day&limit=10 into your RSS reader to get the top posts from the technology subreddit today, with the number capped at 10. Bear in mind, though, that might give you some duplicates, if a post stays at the top for a while (depending on your RSS settings). Want to combine different feeds together, that's also possible: Adding reddit.com/r/dataisbeautiful+explainlikeimfive/top/.rss?sort=top&t=day&limit=5 will get you the top five posts from both r/dataisbeautiful and r/explainlikeimfive combined. It's a useful way of keeping in touch with what's happening on Reddit without necessarily trawling through everything on your go-to subreddits. Some experimentation may be necessary, as Reddit's RSS support has tended to shift over the years. Adding reddit.com/hot/.rss to an RSS reader, for instance, seems to pull in some of the hot and trending posts from the platform's front page, but quite a lot more besides. There are further steps you can take if you want to customize this further. IFTTT (If This Then That) lets you build custom Reddit feeds and then turn them into RSS feeds, while the Upvote RSS tool enables Reddit feeds to be customized by keywords, timings, upvotes, and more—though you will need your own PHP server to set it up on. View the full article

LLMs have become a starting point for nearly everything — work, play, consumerism, health, and more. But one thing gets overlooked: how they finish answering prompts. They don’t — and that matters. They operate in a “no, you hang up first” mentality. The prompts we enter don’t just end. LLMs “nudge” us to continue the conversation, offering to take the next step. “Would you like me to create that travel itinerary for you?” “Would you like me to compare the Nike and New Balance running shoes and tell you which is best for a marathon?” These nudges make it easy to keep going. Most of the time, I enter “sure” or “sounds good. Thank you,” and move to the next step to see what it provides. These nudges drive consumer behavior. Where LLMs take us matters. If you’re a premium brand and the LLM suggests a price comparison, you may not like it, but you need to understand it so you can react. We analyzed how different LLMs use these nudges across prompts and platforms to understand the patterns shaping user behavior — and what they signal for brands trying to stay in control of the journey. What LLM nudges actually look like across platforms Budget and deals dominate LLMs provide different types of follow-up suggestions. Overall, 45% of mentions are budget- and deal-related. While not evenly distributed, budgets and deals are treated as the default of what consumers want to see. Perplexity and ChatGPT are over 60% budgets and deals. Meta is the only one that doesn’t make that assumption at the same level. Comparisons drive the next step The second biggest recommendation type is product comparisons. LLMs offer to compare various products, including financial services products, health treatments, and retail products. All industries see suggestions for comparisons. Specs play a minor role Another key point: much of the current thinking urges you to provide LLMs with detailed technical specs. But those make up a small share of these suggestions. That doesn’t mean content lacks ranking value — it does — but it’s not how LLMs usually extend conversations with users. Get the newsletter search marketers rely on. See terms. How each platform uses nudges differently We also analyzed the dominant nudge style across platforms. Each LLM uses a distinct tone when continuing the conversation. How these systems guide users forward reflects the personalities they present. PlatformDominant nudge styleKey characteristicChatGPT“If you want…”Heavy commerce focus: Primarily nudges toward deals and product comparisons.Microsoft Copilot“If you tell me…”Interactive/clarifying: Frequently asks for more user data to refine its recommendation.Google Gemini“Would you like me…”Polite and permission-based: Exclusively uses this formal invitation to continue helping.Perplexity“I can help…” / “If you’d like…”Service-oriented: Uses more varied phrasing to offer utility and assistance.Meta AI“Let me know…”Casual and passive: Primarily nudges toward product comparisons and specs with a less aggressive, “standing by” tone. See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with What actions to take based on AI nudges These nudges are designed to keep the conversation going and push users to explore further. They drive consumer behavior and shape the customer journey. Over time, we’ll be able to better optimize for them as more data becomes available. For now, insights are limited to individual responses, with no way to connect conversations. The actions to take fall into three buckets, mostly tied to the content you create across onsite and offsite channels: Capitalize on the “support” gap Proactive nudges for troubleshooting and support are significantly lower than commerce-driven themes. Own the post-purchase “how-to” and technical support space to build long-term authority where AI is currently less aggressive. Prioritize the “comparison” hook LLMs consistently nudge users toward comparative analysis. Double down on “Product A vs. Product B” guides to capture the AI’s primary next step. Maximize the “budget and deals” opportunity Pricing and discounts are the No. 1 driver of AI nudges (48% of all triggers). Maintain structured, real-time deal data to ensure your site is the preferred destination for AI commerce referrals. The LLM landscape will keep evolving quickly as these platforms become the primary interface for consumer research and decision-making. Your priority now is to understand how LLMs talk about your brand and how those conversational nudges affect users. By analyzing these automated suggestions across platforms like Gemini, ChatGPT, and Perplexity, organizations can see how consumers are being directed — whether toward budget-friendly alternatives, product comparisons, or technical specifications. Recognizing these patterns lets you move from passive observation to action, keeping your value proposition clear even when an LLM reframes the conversation around price or competitors. Tracking this shift is key to maintaining brand authority as AI-driven interactions shape the customer journey. View the full article

If you’re considering starting a business, forming a Limited Liability Company (LLC) could be a smart choice. An LLC provides a separate legal identity for your business, which means your personal assets are usually protected from business debts. Moreover, LLCs benefit from pass-through taxation, allowing profits to be reported on your personal tax return, avoiding double taxation. With fewer compliance requirements and a flexible management structure, an LLC might be the ideal fit for your entrepreneurial goals. But what else should you know? Key Takeaways Provides personal liability protection, shielding owners from business debts and legal obligations. Offers tax advantages through pass-through taxation, avoiding double taxation on profits. Features a flexible management structure, allowing members to choose between member-managed or manager-managed operations. Simplifies compliance requirements with fewer regulations compared to corporations, reducing administrative burdens. Allows easy transfer of financial interests, ensuring business continuity during changes in membership. What Is a Limited Liability Company (LLC)? A Limited Liability Company (LLC) is a unique business structure that merges the liability protection of a corporation with the tax advantages of a partnership. Fundamentally, it shields you from personal liability for business debts and obligations. There are various types of limited liability company structures, accommodating both single-member and multi-member ownership, which adds flexibility. To establish an LLC, you must file “Articles of Organization” with your state and often create an operating agreement that clarifies limited liability company management and profit-sharing arrangements. This structure additionally benefits from pass-through taxation, allowing profits and losses to be reported on your personal tax returns, thereby avoiding double taxation. Separate Legal Identity Establishing a separate legal identity is one of the core advantages of forming an LLC. This structure allows you to define a limited company in business, meaning it can enter contracts, own property, and file lawsuits independently of its members. Fundamentally, an LLC becomes its own legal entity, which is vital for protecting you and other liability company members from personal liability for business debts. Creditors can only pursue the LLC’s assets, not your personal belongings. Moreover, an LLC can continue to exist beyond changes in ownership, ensuring stability in your operations. By filing Articles of Organization with the state, you officially establish this separate legal identity, making it easier to access funding and investment opportunities under your company’s name. Limited Liability Protection Limited liability protection is one of the key advantages of forming an LLC, as it safeguards your personal assets from business debts and legal liabilities. This means that if your LLC faces financial trouble, creditors can only pursue the company’s assets, not your home or savings. Personal Asset Protection When you form an LLC, you gain an vital layer of protection for your personal assets, ensuring that your home, savings, and other belongings remain safeguarded from business liabilities. This limited liability protection means that LLC members are typically not personally responsible for the company LLC’s debts. In the event of a lawsuit or financial obligations, creditors can only pursue the assets owned by the LLC itself, not your personal belongings. This separation helps limit your financial risk to your investment in the LLC, promoting peace of mind. Nevertheless, it’s important to maintain proper business practices; engaging in fraudulent activities or personally guaranteeing loans can compromise this personal asset protection. Business Debt Isolation Forming an LLC provides a significant advantage by isolating business debt from your personal finances, which can be vital for entrepreneurs and small business owners. This limited liability protection guarantees that as an LLC member, you’re only responsible for debts up to your investment in the company. Whether you choose a single member vs multi member LLC, this structure shields your personal assets from creditors in case of financial loss or lawsuits. Nevertheless, keep in mind that proper management is fundamental; failure to comply with legal formalities can lead to courts piercing the corporate veil. The table below summarizes the key aspects of business debt isolation. Aspect Single Member LLC Multi Member LLC Liability Limited to investment Shared among members Personal Asset Protection Strong protection Strong protection Management Complexity Simpler management Collaborative management Legal Liability Limitation One of the vital advantages of forming an LLC is the legal liability limitation it offers, which protects your personal assets from business-related risks. When you establish an LLC, your personal belongings, like your home and savings, are typically shielded from the debts and liabilities of the business. Members are only liable for the amount they invest in the company limited company, ensuring creditors can only pursue the LLC’s assets. Nevertheless, this protection can be compromised if members personally guarantee loans or engage in fraudulent activities. To maximize these benefits, having a well-drafted LLC agreement is necessary. Comprehending why get an LLC can help you appreciate the long-term security it provides for your personal finances and business continuity. Tax Flexibility How does tax flexibility improve the appeal of forming an LLC? An LLC offers you the option to choose your tax classification, whether as a sole proprietorship, partnership, S corporation, or C corporation, based on what suits your financial situation best. This flexibility helps you avoid double taxation, as LLCs typically benefit from pass-through taxation, meaning profits and losses are reported on your personal tax return. If your business incurs losses, you can deduct those on your personal return, potentially lowering your overall tax burden. Furthermore, selecting corporate taxation allows you to retain earnings within the LLC, promoting growth without immediate tax implications. Perpetual Existence As many business structures face dissolution upon changes in ownership, LLCs benefit from perpetual existence, allowing them to operate indefinitely. This means that your LLC can continue its operations regardless of member turnover, ensuring business continuity and stability. Such permanence is essential for long-term planning and investments. In many states, your LLC can keep functioning even after the last member departs, facilitating seamless shifts in ownership. Perpetual existence is typically outlined in the articles of organization, clarifying the LLC’s duration and operational framework. This characteristic sets LLCs apart from other business structures, such as partnerships, which may dissolve with a member’s exit. Flexible Management Structure One of the standout features of an LLC is its flexible management structure, which lets you choose between member-managed or manager-managed formats. If you prefer a hands-on approach, a member-managed setup allows all members to take part in decision-making. Conversely, going with a manager-managed structure lets designated managers handle daily operations, freeing you to focus on broader strategic goals. Member or Manager Control When forming an LLC, you have the advantage of a flexible management structure that allows you to customize how your business operates. You can choose between different management styles based on your needs: Member-Managed LLC: All members participate in decision-making. Manager-Managed LLC: Specific individuals are appointed to oversee daily operations. Inclusion of Non-Member Managers: You can appoint managers who aren’t members. Customizable Operating Agreement: Define roles, voting rights, and profit distribution clearly. This flexibility accommodates various ownership scenarios, whether you have a few or many owners. Tailored Operating Agreements Customized operating agreements are a key component of an LLC’s flexible management structure, allowing members to define how their business will operate according to specific needs. You can choose between member-managed or manager-managed setups, customizing the decision-making processes, voting rights, and responsibilities of each member. This clarity reduces potential conflicts among owners, promoting a smoother operational flow. Furthermore, these agreements can include unique profit distribution methods that don’t necessarily align with ownership percentages, offering greater flexibility in financial arrangements. They likewise govern the process for adding or removing members, ensuring business continuity. Pass-Through Taxation Pass-through taxation offers a significant advantage for LLC members by allowing them to report the company’s profits and losses directly on their personal tax returns. This avoids the double taxation faced by C-corporations, making it a more straightforward option for many. Here are some key benefits: LLCs don’t pay federal income tax at the corporate level, simplifying tax compliance. Members can take advantage of potential tax deductions and credits available to individuals. The IRS permits LLCs to choose their taxation method, including sole proprietorship, partnership, or S-corporation. Pass-through taxation can lower the effective tax rate, especially in states without individual income tax. Fewer Compliance Requirements Forming an LLC can greatly reduce the compliance burden that often accompanies running a business. Unlike corporations, LLCs typically don’t need to hold annual meetings or maintain detailed corporate minutes, which simplifies management. Most states don’t require LLCs to file annual reports, or if they do, the requirements are usually less stringent than those for corporations. Moreover, LLCs aren’t subjected to the same rigorous regulatory compliance, eliminating the need for specific governance structures and extensive reporting obligations. This simplicity allows you to operate your business without extensive formalities, easing the administrative workload. With less paperwork and regulatory oversight, you can focus more on your operations and growth instead of struggling with complex compliance issues. Free Transferability of Financial Interests When you form an LLC, you gain the benefit of easily transferring financial interests, which allows for flexibility in ownership. This transfer typically happens without restrictions except if your operating agreement states otherwise, making it easier for members to buy or sell their stakes. Nevertheless, keep in mind that any changes in management rights usually require the consent of the other members, helping to maintain control within the existing ownership group. Membership Interest Transferability Have you ever wondered how easily you can transfer your financial interest in an LLC? Membership interest transferability is one of the key benefits of forming an LLC. Generally, you can transfer your financial rights without needing unanimous consent, except your operating agreement states otherwise. Here are some key points to reflect upon: Free Transferability: Members can sell or assign financial interests easily. Management Rights: Approval from remaining members is required for management transfers. Charging Order Protection: Creditors can claim financial interests but can’t interfere with management. Business Continuity: The LLC can continue operating even if a member exits or passes away. This flexibility improves investment opportunities while maintaining business stability. Consent for Management Changes Whereas transferring financial interests in an LLC can be done with relative ease, changes in management typically require unanimous consent from all remaining members. This requirement guarantees that control over the management structure remains intact, allowing members to maintain a cohesive vision for the business. Although you can transfer your financial stake without needing others’ approval, management rights are a different matter. The LLC’s operating agreement often outlines specific terms and conditions regarding these transfers, providing clarity and structure. This balance of free financial interest transfer and controlled management decisions promotes strategic growth and investment opportunities, allowing you to adapt while safeguarding the operational authority essential to the LLC’s success. Charging Order Protection Charging order protection serves as a crucial safeguard for members of an LLC, ensuring that personal creditors can merely access a member’s financial rights, such as distributions, but not their management rights. This protection keeps control over the LLC safe from personal creditors and offers significant benefits: Limited Access: Personal creditors can’t force the sale of a member’s interest. Stability: Management and operations remain unaffected by personal debt issues. Exclusive Remedy: In many jurisdictions, charging orders are the only option for creditors. Free Transferability: Members can assign financial rights easily, enhancing investment liquidity. These features not only protect individual interests but additionally promote flexibility in financial planning and investment strategies within the LLC structure. Examples of Well-Known LLCs Limited Liability Companies (LLCs) have gained popularity across various industries, and several well-known brands have embraced this business structure to improve their operational efficiency and legal protections. Here are a few notable examples: Company Description Patagonia An outdoor apparel company focusing on environmental responsibility during enjoying LLC benefits. Warby Parker An innovative eyewear brand that values flexibility in management and protects its members. FCA US Chrysler’s automotive arm, illustrating the LLC structure’s effectiveness in the auto industry. These companies leverage the advantages of LLCs, such as limited liability and pass-through taxation, which helps them attract investment and navigate regulatory challenges effectively. The versatility and appeal of LLCs continue to attract diverse businesses across various sectors. Frequently Asked Questions What Is the Main Benefit of Forming an LLC? The main benefit of forming an LLC is the limited liability protection it provides. This means your personal assets, like your home or savings, are typically safe from business debts and legal issues incurred by the LLC. Furthermore, LLCs offer flexible management structures and pass-through taxation, which can simplify your finances. With less paperwork and compliance compared to corporations, forming an LLC can be a more efficient and cost-effective choice for your business. Does LLC Pay Less Taxes? Yes, an LLC can pay less in taxes, primarily because of pass-through taxation. This means profits aren’t taxed at the corporate level, avoiding double taxation. Instead, they pass directly to you, the member, and are taxed only on your personal return. You can likewise choose your tax structure, allowing for potential savings. Furthermore, you can deduct business expenses, further lowering your taxable income, which may lead to a reduced overall tax burden. How to Take Advantage of Having an LLC? To take advantage of having an LLC, you should first guarantee you understand its structure and benefits. Use pass-through taxation to simplify your tax reporting, as profits and losses appear on your personal return. Leverage operational flexibility by choosing a management structure that fits your needs. Furthermore, create an extensive operating agreement to clarify roles and procedures, which helps prevent disputes and streamlines decision-making for smoother business operations. Conclusion In conclusion, forming an LLC provides significant advantages for business owners. With limited liability protection, you safeguard your personal assets whilst enjoying tax flexibility through pass-through taxation. The fewer compliance requirements and the ability to create a customized operating agreement improve operational efficiency. Furthermore, the perpetual existence of an LLC allows for continuity beyond the owner’s involvement. Overall, these benefits make an LLC a strategic choice for those looking to establish a secure and adaptable business structure. Image via Google Gemini and ArtSmart This article, "Key Benefits of Forming a Company LLC" was first published on Small Business Trends View the full article

In operating reviews and boardrooms, I keep seeing the same pattern: leadership asks for rigor, teams deliver the numbers, and promising AI efforts get judged as underperforming before the organization has actually learned what it takes to make them real. Then someone pulls the plug, scales back the investment, or lets the initiative quietly expire. Sometimes they’re right. But often, they’ve just used the wrong test. The problem isn’t that leaders care about measurement. Strong measurement discipline is exactly what separates organizations that scale AI from those that accumulate pilots. The problem is that many leaders are applying a mature-business scorecard to work that isn’t mature yet—and the result is a predictable misread. The scorecard mismatch Think about how most established businesses evaluate success: ROI within a defined window, cost takeout, headcount efficiency. These are sensible metrics for stable operations. Used too early on emerging AI work, they don’t create discipline. They create false negatives. AI initiatives don’t mature on the same timeline as a product refresh or a cost-reduction program. The first value often surfaces as faster decisions, reduced rework, or improved data quality—not as a line item in next quarter’s P&L. Workflow redesign—the real work of integrating AI into how people actually operate—is slow, disruptive, and invisible to traditional financial reporting until it isn’t. When leaders demand conventional ROI on a one-to-three year horizon, teams respond rationally: they optimize for what’s measurable. They chase near-term efficiency wins, avoid the messier work of process redesign, and build pilots designed to survive a financial review rather than to learn something. It’s not bad faith. It’s a logical response to the incentives the scorecard creates. The result is what’s now being called “proof-of-concept fatigue”—organizations running dozens of AI experiments, few of which ever reach production. Gartner predicts 30% of generative AI projects will be abandoned after proof of concept by end of 2025. That’s not primarily a technology failure rate. It’s a measurement failure rate. Four forms of value that fall off the scorecard When organizations apply legacy metrics to AI work, four things consistently disappear from the frame. Learning value. Early AI initiatives should be generating organizational knowledge—about which processes are actually AI-ready, where the data problems are, which teams can absorb change and which can’t. None of that appears on a standard ROI dashboard. If learning isn’t being tracked, it isn’t being valued. Eventually, it stops happening. Adoption reality. A model that performs well in a controlled pilot and fails at the point of deployment isn’t a technology problem. It’s a measurement design problem—the pilot criteria didn’t include the humans who would actually use it. Healthcare is full of examples: AI tools evaluated on administrative metrics that then crater when clinicians encounter them in real workflows. The benchmark omitted the most important variable. Workflow value. McKinsey research identifies workflow redesign—not model accuracy—as the single largest driver of AI’s EBIT impact. But workflow redesign is expensive and disruptive. When leaders measure AI against near-term efficiency targets, teams have every incentive to skip it. The faster path to a defensible number is a narrow pilot that proves almost nothing about whether AI can actually change how the business operates. Capability value. Organizations that get compounding returns from AI develop internal judgment over time—about where AI helps, where it doesn’t, how to integrate it without losing human accountability. That doesn’t show up in year-one cost savings. It shows up years later as a competitive advantage. MIT Sloan research found that organizations updating their KPIs to reflect how AI creates value were three times more likely to see meaningful financial benefit than those that didn’t. The metric change came before the financial gain. Metrics are not neutral This is the part that often gets lost in conversations about measurement rigor: the metrics you choose signal what you actually value. When leadership sets traditional ROI as the primary standard for an AI initiative, they’re not just creating a framework. They’re telling the team what matters. And if what matters is a short-term number, teams will build for that. You get the outcome your scorecard rewards—which may have nothing to do with the transformation you said you wanted. Over 40% of companies report struggling to define or measure the impact of their AI initiatives, and less than half are using AI-specific KPIs at all. That’s not a data problem. It’s a leadership problem. If the people setting the measurement standard haven’t updated their thinking about what early-stage AI value looks like, no amount of analytical capability downstream will fix it. The questions worth sitting with I’m not arguing against measurement. I’m arguing for measurement that fits the stage of the work. A few questions: Are the metrics you’re applying to this initiative the same ones you’d use to evaluate a mature business line? If so, why? What would you need to see in year one to know you’re building toward something real—even if traditional ROI isn’t visible yet? Is your team optimizing for learning, or for a number that will survive a budget review? The goal isn’t softer standards. It’s smarter ones. There’s a real difference between an initiative generating genuine learning and building toward scale, and one producing theater for a quarterly review. Good measurement tells those two things apart. The wrong scorecard doesn’t just misread AI value. It trains the organization to produce less of it. View the full article

Explore key takeaways from Sundar Pichai on agentic systems, robotics, and the future of AI-driven search and productivity. The post What I Learned About The Future Of Search And AI From Sundar Pichai’s Latest Interview appeared first on Search Engine Journal. View the full article

We may earn a commission from links on this page. Calling it a step towards "super intelligence," Meta announced it is releasing Muse Spark, an overhauled and improved AI. This "natively multimodal reasoning model" goes way beyond a chatbot, and it will soon live in your glasses and your social feeds. It's available now in the Meta AI app, with plans to roll out with a smart glasses update in the next few weeks. Ray-Ban Meta (Gen 2), Headliner, Matte Black | Smart AI Glasses for Men, Women — 2x Battery Life — 3K Ultra HD Resolution — 12 MP Ultra-Wide Camera, Audio, Video — Clear Lenses — Wearable Technology $379.00 at Amazon Get Deal Get Deal $379.00 at Amazon Instead of a one-size-fits-all approach, there are three levels to Muse Spark's "thinking," and users will be able control how deep the intelligence goes. Instant Mode: For quick questions and everyday chats. Thinking Mode: This mode is designed to solve more complex problems, so if you need some help with math, science, or logic, this is the mode. Contemplating Mode: Muse Sparks' highest level engages multiple AI agents that work in parallel and collaborate to complete complex, multi-step tasks. Meta says Muse Spark's performance compares to or exceeds their Llama 4 Maverick model while using over an order of magnitude less computing power. That means, theoretically, high-level reasoning without excessive server use. While Muse Sparks will be accessible in a variety of places, it seems like Muse Spark's ground-up integration of visual material is made for smart glasses. Here are some of the ways Ray-Ban Meta and Oakley Meta users will be able to use the new AI. AI is now integrated across different tools One of the Muse Spark main improvements over Meta's previous model is the way the new AI will integrate visual information across different tools. So, theoretically, you could point your glasses at a mess of wires and electronic boxes and say "how do I hook up this home theater system?" Or get step-by-step coaching on assembling a piece of IKEA furniture without opening the booklet. The AI would read the instructions and make sure you're not screwing anything in upside down. Muse Sparks will have health reasoning capabilities Meta said its Meta Superintelligence Lab collaborated with over 1,000 physicians to develop the AI's health reasoning capabilities. Users will be able to do things like generate an interactive display that unpacks the nutritional information about food, and maps out what muscles are activated during a workout. But how will it actually perform? All of the above is "in theory." Artificial intelligence hasn't always lived up to its hype, even when it's being hyped in front of a massive audience. It's one thing to perform well in laboratory benchmark tests, but how the tech works in the real world, where lighting is spotty, wi-fi is slow, and furniture instructions can be extremely complicated, is the real challenge. While I haven't dug deeply into the tech, I did give it a quick test by turning on "thinking" mode and sending Meta AI the below picture of a random assortment of audio gear: Credit: Stephen Johnson It not only correctly identified everything in the picture, it gave me a couple different options for possible ways to hook it together, and told me (correctly) what cords I needs. So I look forward to having it on my glasses. If you want to test it yourself, Muse Spark is already running on meta.ai and the Meta AI app, and smart glasses firmware and social media integrations are expected to follow shortly. View the full article

Comprehending when you start paying taxes is essential, especially for minors. In the U.S., if you earn more than $14,600 in 2024 from work or over $1,300 from investments, you need to file a tax return. Furthermore, if you’re self-employed and make over $400, you must report that income too. Knowing these thresholds can impact your financial future, but there’s more to take into account regarding tax obligations for young earners. What else should you know? Key Takeaways Minors must file taxes if earned income exceeds $14,600 or unearned income surpasses $1,300 in 2024. Self-employed minors must file if they earn over $400 from side jobs, regardless of total income. Tax filing is required for all minors receiving W-2 income, irrespective of their age. Parents can report a child’s unearned income on their tax return using Form 8814, which can affect the child’s tax rate. Understanding tax obligations early helps minors manage their finances responsibly and avoid penalties. Understanding Tax Obligations for Minors When do minors need to start paying taxes? Comprehending tax obligations for minors is vital, especially if you’re earning money. In 2024, a minor must file a tax return if their earned income exceeds $14,600. This applies regardless of age. If you have unearned income, like interest or dividends, you’ll need to file if it surpasses $1,300. Furthermore, if you’re self-employed and earn over $400 from side jobs or freelance work, you must as well file. It’s important to note that all minors should file their own tax returns for W-2 income, as this can’t be reported on their parents’ returns. Parents can choose to report a child’s unearned income using Form 8814, but it may impact their tax bracket. Income Thresholds for Filing Taxes Grasping income thresholds for filing taxes is crucial for anyone earning money, including minors. For the tax year 2024, if you’re a single filer, you’ll need to file a tax return if your gross income reaches $14,600 or more. As a dependent child, if your earned income exceeds $14,600 or your unearned income surpasses $1,300, you’re required to file. Furthermore, if your combined earned and unearned income goes beyond $1,300, you must likewise file. If you’re self-employed and earn over $400, you need to submit a tax return, regardless of your total income. These minimum income thresholds vary according to your filing status, with married couples filing jointly needing to file if their combined income is $29,200 or more, assuming both are under 65. Recognizing these thresholds helps clarify when do you start paying taxes and guarantees you meet your tax obligations. When Do Teens Have to File Taxes? If you’re a teen earning money, it’s important to know when you need to file taxes. In 2024, you’ll have to file if your earned income exceeds $14,600 or if you make over $400 from self-employment. Regardless of whether your income is below these thresholds, filing might still help you claim refunds on any taxes that were withheld. Income Threshold Requirements Grasping the income threshold requirements is essential for teens and their guardians, as these guidelines determine when a tax return must be filed. So, when do you have to start paying taxes? Here are some key points to reflect on: If a dependent child’s earned income exceeds $14,600, they must file a tax return. A dependent child with unearned income over $1,300, like interest or dividends, is likewise required to file. If you earn over $400 from self-employment, you must file a return too. Self-Employment Tax Rules Comprehending the self-employment tax rules is crucial for teens who earn income through various activities, like babysitting or lawn mowing. If you earn more than $400 from self-employment, you must file a tax return because of the self-employment tax requirements. This tax consists of Social Security and Medicare taxes, separate from federal income taxes. For the tax year 2024, if your total earned income exceeds $14,600, you’re required to file a return irrespective of your dependency status. Keep track of your earnings, as you can deduct certain business expenses from your taxable income. Even though you don’t meet the income thresholds, filing may benefit you, as you might qualify for tax refunds on withheld taxes. Filing Benefits for Minors Comprehending when and why minors should file taxes is essential for managing their finances responsibly. If you’re wondering, “does my 17 year old need to file taxes?” or “does my 16 year old need to file taxes?”, here are some key points to take into account: A minor must file if earned income exceeds $14,600 in 2024. For unearned income, like interest or dividends, the threshold is $1,300. Self-employed minors need to file if they earn over $400 from side gigs. Even if a minor’s income falls below these limits, filing a return can still be beneficial to claim refunds on withheld taxes. Requirements for Earned and Unearned Income When it pertains to grasping the requirements for earned and unearned income, it’s vital to recognize the thresholds set by the IRS that determine whether a child must file a tax return. For the tax year 2024, if a child’s earned income exceeds $14,600, they’ll need to file. Similarly, if their unearned income, like interest or dividends, surpasses $1,300, a tax return is likewise required. Self-employed minors must file if their earnings exceed $400, regardless of age. If you’re wondering what age do you start paying taxes, keep in mind that even a 16-year-old must file taxes if their total income—earned and unearned—exceeds $1,300. Consequently, it’s vital to assess both types of income to guarantee compliance with IRS regulations. Grasping these requirements can help you navigate your tax obligations effectively. Reporting Child Income on Tax Returns Comprehending how to report child income on tax returns is vital for parents and guardians, especially in instances where a child earns income that meets the filing thresholds. You might wonder, do 16 year olds have to file taxes? The answer is yes if they earn over $14,600 in 2024 or have unearned income exceeding $1,300. Here are key points to remember: A child’s W-2 income must be reported on their own tax return. Parents can report a dependent child’s unearned income on their tax return using IRS Form 8814, but this could affect the parent’s tax bracket. For minors earning over $400 from self-employment, they’ll need to file a tax return and pay self-employment tax. Understanding how old you have to be to pay taxes is significant, as even young earners have responsibilities regarding reporting income. Self-Employment Taxes for Minors If you’re a minor earning more than $400 from self-employment activities like babysitting or mowing lawns, you need to file a tax return and pay self-employment tax. This tax, which is separate from federal income tax, currently stands at 15.3% and covers both Social Security and Medicare taxes. Even as a dependent, you’re responsible for reporting your earnings, so keeping accurate records of your income and expenses is crucial for proper tax filing. Self-Employment Income Threshold Comprehending the self-employment income threshold is vital for minors who engage in various earning activities, as it determines their tax obligations. If you’re earning more than $400 from self-employment in a tax year, you must file a tax return, regardless of age. So, does a 15-year-old have to file taxes? Yes, if they cross that threshold. Here are some key points: Self-employment income includes earnings from babysitting, lawn mowing, or freelance work. The self-employment tax rate is 15.3%, covering Social Security and Medicare taxes. Even as a dependent, you’re responsible for paying self-employment tax if your earnings exceed $400. Understanding these rules is vital for 16-year-olds and beyond to manage their financial responsibilities effectively. Tax Filing Requirements Grasping your tax filing requirements is essential regarding self-employment income, especially for minors. If you’re a minor earning over $400 from activities like babysitting or lawn mowing, you must file a tax return. So, can a 17-year-old file taxes? Yes, they can, and it’s important to understand that self-employment tax applies to them just like it does for adults. Do 17-year-olds have to file taxes? Absolutely, if their self-employment income exceeds that $400 threshold. You’ll need to use IRS Form 1040 to report your earnings, and remember, those earnings are subject to both income tax and self-employment tax, which fund Social Security and Medicare. Be sure to take into account job-related deductions to lower your taxable income. Frequently Asked Questions Do You Have to Start Paying Taxes at 18? Yes, you can start paying taxes at 18 if your income exceeds certain thresholds. For instance, if you earn more than $14,600 from a job, you’re required to file a tax return. If you have unearned income, like interest or dividends, exceeding $1,300, you must likewise file. Furthermore, if you’re self-employed and make over $400 from freelance work, you’ll need to file too. Filing can likewise help you claim potential tax refunds. Does a 16 Year Old File Taxes? Yes, a 16-year-old does need to file taxes if they earn above certain thresholds. If you earn more than $14,600 from jobs or self-employment in 2024, you must file a return. For unearned income, like interest or dividends, the threshold is $1,300. Furthermore, if you earn over $400 from self-employment, you’re required to file. Filing could even lead to refunds from taxes withheld, so it’s worth considering. What Age Do Most People Start Paying Taxes? Most people start paying taxes as soon as they earn income that exceeds certain thresholds. For 2024, single filers under 65 must file if they earn above $14,600. Minors typically pay taxes when their earned income surpasses this amount, whereas unearned income limits are set at $1,300. If you’re self-employed and earn over $400, you must file, regardless of your age, ensuring you meet tax obligations early on. What Is the Minimum Age to Pay Income Tax? There isn’t a specific minimum age for paying income tax; it depends on your income rather than your age. If you earn more than $14,600 in 2024, you’ll need to file a tax return. For unearned income, the threshold is $1,300, and if you’re self-employed and make over $400, you’ll likewise need to file. Dependency status doesn’t exempt you from these obligations if you meet the income criteria. Conclusion Comprehending your tax obligations as a minor is crucial for financial literacy. If you earn over $14,600 in 2024 or unearned income exceeds $1,300, you’ll need to file a tax return. Furthermore, if you’re self-employed and make over $400, the same rule applies. Being aware of these thresholds will help you stay compliant with tax regulations during setting a strong foundation for your future financial responsibilities. Always consult a tax professional for personalized advice. Image via Google Gemini and ArtSmart This article, "At What Age Do You Start Paying Taxes?" was first published on Small Business Trends View the full article

Humanity is always aspiring to stretch itself to achieve new goals, including exploring new frontiers. The Artemis II crew accomplished this, traveling 252,000 miles away from Earth, the farthest any human has ever been before, breaking the Apollo 13 record. The four brave individuals are set to return Friday, splashing down off the coast of California, near San Diego. Here’s everything you need to know about the landing, including how to tune in. How did the Artemis get its name? The name Artemis is a throwback to the first NASA moon missions. Apollo 11 saw Neil Armstrong and Buzz Aldrin take giant leaps for mankind on the surface of the moon on July 20, 1969. Artemis is the twin sister of Apollo in Greek mythology, so the moniker reflects the hope that it will follow in the previous big footsteps. Artemis II’s goal is to test the Space Launch System rocket and Orion spacecraft with people on board. (No moon landings just yet.) The roughly 10-day mission circled the moon to test the systems so Artemis III can eventually land on the lunar surface. All about the Artemis II crew The head honcho of the Artemis II crew is commander Reid Wiseman. This isn’t his first rodeo in space as he has already logged 165 days on the International Space Station. At the wheel is Victor J. Glover Jr. who serves as the mission’s pilot. This father of four hails from Pomona, California, and previously served as a U.S. Navy captain. He first joined NASA in 2013. It’s fair to say that mission specialist Christina Koch has been dreaming of the Artemis mission since attending Space Camp in her youth. Now she’s in their Hall of Fame. She made history by serving as a flight engineer for a 328-day space mission, the longest single spaceflight by a woman. Canada is even getting in on the action with mission specialist Jeremy Hansen. As a member of the Canadian Space Agency, he became the first non-American to orbit the moon. A brief summary of the Artemis II mission so far This was no April Fools: The Orion spacecraft blasted off on April 1 from the Kennedy Space Center on Merritt Island, Florida. It spent about 25 hours circling the Earth before leaving the atmosphere. Six days into the mission, the crew reached the moon. It spent seven hours circling the orb seeing parts of it no one has ever laid eyes on before. On Tuesday, April 7, the crew began making their way back home. When will the Orion splash down? It is believed the Orion will land off the coast of San Diego in the waters of the Pacific Ocean on Friday, April 10, at around 8:07 p.m. ET. This is a dangerous portion of the mission. The Orion will enter the Earth’s atmosphere at an extremely fast clip, with a velocity around 33 times faster than the speed of sound. Orion’s service module has to detach to make room for the parachutes that will slow down the craft. Thankfully, the heat shield will protect the astronauts from the high temperatures reached. After the big splash, the crew will be taken aboard the USS John P. Murtha for medical evaluation and then transported to NASA’s Johnson Space Center in Houston, Texas. How can I watch or stream the splashdown live? To catch all the exciting action, head to NASA’s official channel on YouTube. You can also watch it on NASA+ or via the NASA app, which are both free services. Coverage begins at 6:30 p.m. ET on all platforms. Until then, you can follow the Orion’s trajectory with NASA’s official tracking tool. View the full article

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A 21.2% spike in the price of gasoline was the biggest contributor to a 0.9% increase in the Consumer Price Index in March, according to a Friday report from the Bureau of Labor Statistics. The agency said other price increases were largely contained. View the full article

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We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. The Hisense 85QD7QF Smart TV has dropped to $797.96 (originally $1,299.99) on Amazon—its lowest price yet, according to price trackers. That kind of discount makes an 85-inch screen feel a lot more attainable than it usually is. The 85QD7QF is large enough to anchor a living room, and while it comes with free delivery to your room, you will need to handle setup yourself. CNET also named it one of the best 85-inch TVs to buy in 2026, which gives you an idea of how it stacks up. 85" Hisense QD7 Series TV $797.96 at Amazon $1,299.99 Save $502.03 Get Deal Get Deal $797.96 at Amazon $1,299.99 Save $502.03 In use, the size is the first thing you notice, but the panel does more than just go big. It uses Mini-LED backlighting with full-array local dimming, which helps create better contrast than standard LED TVs—bright scenes hold up well and darker scenes show more detail without looking washed out. And its QLED layer adds a bit more color richness, so sports and movies look lively without feeling oversaturated. That said, this is still a budget-friendly large TV, so while local dimming helps, it does not match the precision you get from higher-end Mini-LED or OLED TVs, so you may still notice some blooming in high-contrast scenes. That aside, it handles motion well, with a native 144Hz refresh rate that keeps fast action smooth, and it pairs with features like AMD FreeSync Premium and variable refresh rate support to reduce stutter, especially if you’re connecting a console or PC. You’ll also find that the 85QD7QF supports Dolby Vision for HDR content, and there’s Dolby Atmos to give the built-in audio a bit more presence than basic TV speakers, though it still does not replace a dedicated soundbar. The Fire TV interface is also easy to navigate (and should feel familiar if you’ve used an Amazon streaming device)—it puts apps front and center, but it can feel busy at times, especially if you prefer a cleaner layout. This isn’t a top-tier performer by any means, but for under $800, you get a very large screen that works well for everyday viewing, sports, and gaming. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods Pro 3 Noise Cancelling Heart Rate Wireless Earbuds — $224.00 (List Price $249.00) Apple iPad 11" 128GB A16 WiFi Tablet (Blue, 2025) — $319.99 (List Price $349.00) Apple Watch Series 11 (GPS, 42mm, S/M Black Sport Band) — $329.00 (List Price $399.00) Fire TV Stick 4K Plus Streaming Player With Remote (2025 Model) — $29.99 (List Price $49.99) Amazon Fire TV Soundbar — $99.99 (List Price $119.99) Deals are selected by our commerce team View the full article

We’re being pushed harder than ever — expected to hit bigger revenue targets with the same or smaller PPC budgets. Even with flat budgets, rising platform costs mean we’re effectively facing a budget cut. Average CPCs have risen by as much as 40%, with an average of 3.74%, per Wordstream. Certain periods, such as Black Friday, see much higher increases. Teams are experiencing budget cuts, with average marketing budgets flatlining at 7.7%, according to Gartner. Our own account audits show that 20-30% of most accounts’ spend is quietly underperforming. This is the reality of paid media in 2026. But it isn’t all bad news. Efficiency isn’t just about spending less, it’s about spending smarter. Here’s how to find the waste, fix the fundamentals, and get maximum return from every dollar you invest. Why efficiency has become the priority Paid media has shifted dramatically over the last few years, with a greater focus on automation, which has led to hidden data. In parallel, businesses are freezing or reducing budgets while expanding revenue targets, and we’re seeing inflation hit CPCs across most industries, with accounts across our portfolio averaging 10% increases year on year, depending on the industry. With the expansion into AI-driven automation, this has pushed us further into smart bidding strategies, meaning that where CPCs are rising, you have to be clever with the levers you pull to curtail or minimize these increases. Meanwhile, customers are spreading their attention across more platforms than ever before, switching between screens and devices, and frequently double-screening. The question for many businesses is no longer “how do we spend more?” but “how do we get maximum return from every dollar we spend?” Getting that answer right starts with an honest look at where money is being lost. Your customers search everywhere. Make sure your brand shows up. The SEO toolkit you know, plus the AI visibility data you need. Start Free Trial Get started with Auditing for waste: The 20-30% rule One of the most important (and uncomfortable) truths in paid media is that aggregate metrics hide wasted spend in plain sight. A campaign with a 600% ROAS average might have a single product consuming 20% of the budget at just 300%. An untouched search term report can contain dozens of irrelevant queries burning through spend, especially when broad match keywords or Performance Max campaigns are in play. Settings or targeting that made sense when you first launched your campaigns may not do so now. Consumer behavior shifts, and business objectives develop and change over time. Are your ROAS targets still reflective, for example? Common waste zones to investigate include: Zero-conversion products or keywords. Low ROAS/CPL outliers. High spend, low ROAS/CPL. Zero-conversion products or keywords Products or keywords that receive spend but generate no conversions are generally loss-making. Before drawing this conclusion, apply impression, click, and spend thresholds to ensure sufficient data. If a product or keyword has surpassed your target, look to stop spend in these areas. You also want to assess for seasonality and review other contributing factors such as: Search term relevance. Checkout funnels. Competitive advantage. Low ROAS/CPL outliers Products consistently below your viable ROAS/CPL threshold are often hidden within blended campaign performance. Use performance bucketing, and set more aggressive targets to control spend and CPCs for these areas. High spend, low ROAS/CPL High visibility with low return is a common and costly pattern. Optimize your product feed, and apply more aggressive targets to bring these in line. Again, these products will benefit from implementing product bucketing. Beyond products, a thorough audit should cover: Account-level settings (such as content suitability, scheduling, landing page quality, and device performance). Campaign-level detail (including search term reports, cannibalization, negative keyword coverage, bid strategy alignment, and asset performance). AI tools can significantly accelerate this analysis. Feeding your data into a well-prompted model can surface patterns that would take hours to identify manually. AI can also help visualize data more clearly and break it down into manageable, easy-to-understand segments. Full-funnel thinking: Where should your budget sit? When budgets are tight, funnel prioritization becomes critical. Not all spend is equal, and the hierarchy matters. Conversion (retargeting, branded terms, exact match) This is where the highest intent and highest return live. Protect this budget as much as you can, but also assess whether other channels can pick up some of this slack. For example: Do you need to spend on brand searches, or can you capture this organically? Can you re-engage better through email? Consideration (generic search, shopping, social) For established brands, this is where the majority of the budget will sit, supporting the pipeline. These users have an active need for your product, and you should prioritize appearing for these searches/users. Again, consider the need for paid ads. If you are strong organically, with low competition, can you cut back? Which keywords and products is your budget best spent promoting? Awareness (social, display, video, audio) Valuable for long-term brand building, but is usually the first area to be trimmed when budgets are under pressure. You should try to maintain a level of branding, or you end up passing the issues down the road, as you are unable to build a future pipeline. In Google Ads, campaign types like Performance Max allow full-funnel targeting. Get the newsletter search marketers rely on. See terms. Creative is a must-have, not a nice-to-have Creative is no longer just a brand awareness nice-to-have. It’s directly correlated to campaign success. Google and Meta campaigns rely heavily on creative variation to test and optimize. Without sufficient variants, the system runs out of testing capability, and performance plateaus over time as frequency increases. Campaign types such as Performance Max (Google Ads), GMV Max (TikTok), and Advantage+ (Meta) are heavily restricted without sufficient creative. This results in inefficient spending. Variety is a system requirement: Platforms need multiple creative variations to identify what works for each auction, audience, and placement. If you don’t supply enough variety, you risk performance decline. Fatigue is accelerating: With AI-generated content flooding the digital landscape, audiences are tiring of ads faster than ever. For most categories, refreshing creative at least every four to six weeks is now the baseline. Quality beats quantity: Variation is valuable, but one clear, well-crafted message will outperform ten low-quality. Know the purpose of each ad, and who it’s for before. AI can support creative production, but strong messaging and strategic clarity still matter most. Attribution and measurement: Getting honest about what works Platform attribution has become more fragmented and broken over the years, but many advertisers are unsure how to address this and move forward. Elements such as cross-device behaviors, iOS privacy changes, consent mode, and GDPR, modeled data, plus the platform’s bias toward claiming conversion credit mean that in-platform numbers should be treated as optimization signals, and not sources of truth. Using blended metrics gives a cleaner picture of actual efficiency, and can help you establish how your paid media efforts are working: Marketing efficiency ratio (MER): Total revenue divided by total ad spend. A single, honest view of overall paid media efficiency. New customer acquisition cost (nCAC): Total spend divided by the number of new customers acquired. Shifts focus from retention to business growth. CLV:CAC ratio: Sets a strategic ceiling on customer acquisition costs. A ratio of 3:1 or above is the benchmark to aim for. Building a reliable measurement framework follows a clear sequence: fix your base tracking first, build a blended view of performance, use in-platform data for optimization signals only, and apply incrementality testing when making significant budget decisions. Incrementality testing allows you to use treatment and holdout groups to clearly establish whether a new campaign or platform launch, for example, has added incremental value. Automation and AI: Efficiency with guardrails AI and automation offer real efficiency gains, but only when applied with thought and control. The biggest mistake is automating decisions that require strategic judgment, or removing human oversight from areas where context matters. Safe to automate: Bidding strategies. Budget pacing alerts. Data-backed budget adjustments. Product labeling and exclusions. Scheduled reporting and data visualization. Competitor ad monitoring. Keep human oversight: Channel strategy. Audience targeting. Creative strategy. Targets and KPIs. Campaign launches. Interpreting significant performance changes. Scripts for product bucketing are a particularly high-value area of automation. Automatically labeling products based on performance criteria allows for continuous, data-driven management without manual intervention. Performance Max: When to use it (and when not to) PMax works well when you have a strong product feed, sufficient conversion volume, high-quality assets, clear audience signals, an appropriate budget, and effective conversion measurement in place. Without these conditions, the risks can be high, and can hide troublesome metrics among the averages. This can include: Cannibalization of brand search. Over-indexing on existing customers. Loss of product-level control. Get the foundations right before leaning into automation. Getting the most from AI bidding strategies Choosing the right bidding strategy matters as much as setting it up correctly: StrategyWhen to useWatch out forTarget ROAS30+ conversions/month with a clear ROAS targetToo high throttles spend; too low creates wasted trafficTarget CPALead generation, where dynamic revenue isn’t trackedWorks best with consistent CPA; wrong targets cause delivery to spiralMaximize Conversion ValueWhen you lack sufficient data to set a ROAS targetNo bid ceiling, monitor CPCs and budget closelyMaximize ClicksUpper funnel only, where traffic volume is the goalIgnores the bottom of the funnel entirely See the complete picture of your search visibility. Track, optimize, and win in Google and AI search from one platform. Start Free Trial Get started with The highest-leverage moves for paid media efficiency If your paid media budget is under pressure, the highest-leverage moves are: Run a waste audit: Find the 20-30% that’s underperforming. Protect lower-funnel spend: Conversion-focused campaigns should be the last to be cut. Refresh creative more frequently: Creative fatigue is costing performance in ways that aren’t always visible in the numbers. Move to blended measurement: Get honest about what’s working across channels, not just within platform dashboards. Automate selectively: Use AI for what it does well, and keep human judgment where it counts. Done well, efficiency can give you a competitive advantage, and it’s available to any team willing to look honestly at where their spend is actually going. View the full article