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Impulse, a sleek induction stove that began shipping to customers last year, advertises itself as “unlike any other induction stove ever made.” But that product is now at the center of a legal fight. Copper, another company making next-generation induction stoves, sued Impulse on Friday in federal court in Delaware for patent infringement. At the center of the dispute is a shared design choice: Both companies build stoves with batteries tucked inside, a feature that boosts performance, eases installation in homes without electrical upgrades, and doubles as energy storage to ease strain on the electric grid. It’s a novel idea, and one that Copper patented first. In a copy of the lawsuit obtained by Fast Company, Copper claims its founders began developing the technology as early as 2019. (The work spun out of R&D lab Otherlab, which received a U.S. Department of Energy grant in 2020 to push the idea further.) The company formally launched in 2022 and secured its first patent that March for “appliance level battery-based energy storage.” Two additional patents followed in 2024 and 2025, detailing versions of an induction stove with an integrated battery. The company has raised around $35 million in venture funding to date, according to PitchBook. Impulse Labs launched in 2022; it’s unclear when the company started work on its design, or how familiar it was with Copper’s work at that time. At launch, Impulse talked about the energy storage benefits of its design. “Effectively, we’re Trojan-horsing a small battery into people’s homes when the appliance goes in,” founder Sam D’Amico, a former Facebook engineer, told Fast Company in late 2022. (Impulse has raised $25 million in venture funding.) The upside for the electric grid is significant. The cost of batteries has dropped dramatically, but grid-scale storage is still slow to build, and it’s more efficient for storage to be located next to the point of use. Home batteries like the Tesla Powerwall are pricey and require permits and electricians to install. If a battery is built into a stove at a factory, installation is as simple as plugging in the appliance. At scale, the stoves can store excess renewable energy and later help the grid during peak demand. Impulse tried to patent the idea of a battery-embedded stove—with four attempts in 2024 and 2025—but the U.S. Patent and Trademark Office rejected the company’s applications, citing Copper’s existing patents. Now Copper’s patent infringement suit is asking for damages “in no event less than a reasonable royalty.” Copper CEO Sam Calisch insists that, despite the lawsuit, he wants to see its battery-integrated design spread across the industry. “Our goal is to eliminate barriers to electrification,” he tells Fast Company, pointing to Copper’s push to bring battery-integrated appliances into more homes by working with large appliance manufacturers that want to license the tech. But, he adds, that push depends on partners respecting its intellectual property. Fast Company has reached out to Impulse for comment and will update the story as we hear back. View the full article

Layoffs rose sharply in March, and a quarter of these job losses were due to AI. Job cuts rose about 25% in March reaching 60,620 up from 48,307 cuts the month before. The new data comes from outplacement and executive coaching firm Challenger, Gray & Christmas, who released the report on Thursday. While cuts could be seen across industries, more than 52,000 tech jobs have been cut so far this year with 18,720 happening last month. Reductions took place at major technology companies like Meta, Oracle, Block, and more. However, the report explained that the number was driven up significantly by the workforce reduction at Dell Technologies (DELL), making the total the highest seen since 2023 in the technology sector. “Removing the wave of federal layoffs announced in February and March of last year, job cut announcements in 2026 are closely following the pattern of 2025, said Andy Challenger, chief revenue officer for Challenger, Gray & Christmas in the report. “Last year, it was Government, Retail, and Technology. This year, it’s Technology, Transportation, and Healthcare.” While the new report may fuel worries that AI is taking jobs, the loss in jobs is down about 78% from March 2025, when 275,240 cuts were made. Also, in the last week of March, weekly jobless claims actually approached a two-year low. In a response to the report, Rathin Sinha, a tech founder, CEO and president of America’s Job Exchange, explained the major takeaways in a post on LinkedIn. “Roles are not disappearing wholesale—but they are being redefined,” Sinha wrote. “In a world where AI can do the job, the role of humans is orchestration. Putting the things together—the system thinking. Not project management, but putting things together for a business to deliver on its unique value proposition,” the CEO continued. In the wake of job cuts and companies leaning harder on AI, the report urged employees to focus on upskilling and reskilling. In other words, becoming experts at integrating AI into workflows. It also noted that companies are prioritizing technology, even if it means a loss of jobs. “Companies are shifting budgets toward AI investments at the expense of jobs,” Challenger explained. “The actual replacing of roles can be seen in technology companies, where AI can replace coding functions. Other industries are testing the limits of this new technology, and while it can’t replace jobs completely, it is costing jobs,” he said. Next to the technology sector, transportation had the second-highest number of job losses, with 32,241, up a staggering 703% from the same period in 2025. View the full article

After Pam Bondi became U.S. attorney general last year, conservative influencers, online sleuths and others who wanted the government to disclose all it knew about Jeffrey Epstein thought they might have a champion in the Department of Justice. So did Jess Michaels, one of the legions of women who have said they were sexually assaulted by the late financier and convicted sex offender with a roster of powerful friends in business, politics and beyond. “I thought, ‘Well, maybe a woman stepping into this role will finally, finally get the truth,'” Michaels recalled Thursday, after President Donald The President announced Bondi was out of the nation’s top law enforcement job. “She had this opportunity to be a hero and to really do right by survivors of sexual violence and trafficking,” Michaels said, “and she chose not to.” The furor over the “Epstein files,” as the trove of investigative records came to be known, wasn’t the only controversy of Bondi’s tenure. But the arc — first raising expectations for a big reveal, then declaring there was nothing to see, and ultimately a forced, flawed document dump — was a stubbornly problematic storyline that ran through her time as attorney general. Bondi rejected criticism of her handling of the matter, and The President on Thursday praised her as “a Great American Patriot and a loyal friend.” Michaels and other Epstein victims watched it all with shaken trust that Bondi’s departure alone won’t likely rebuild. “This is not about a single person,” accuser Annie Farmer said Thursday. “It is about a government and judicial system that has repeatedly failed Epstein survivors.” Here’s a glance at Bondi’s part in the Epstein saga: February 2025: The binders Freshly confirmed as attorney general for a president who had suggested on the campaign trail that he’d open more government documents on Epstein, Bondi whetted appetites by declaring on Fox News that “you’re going to see some Epstein information released.” And when a host asked about “releasing “the list of Jeffrey Epstein’s clients” — a long-rumored, never-seen sex trafficking roster — she replied that it was “sitting on my desk right now.” A day later, conservative commentators and content creators were brought to the White House to get DOJ binders emblazoned with “The Epstein Files: Phase 1” and “Declassified.” The attempt to showcase transparency soon backfired, once it emerged that the contents largely were already public. Bondi demanded that the FBI give her “the full and complete Epstein files,” and she later said that she’d unearthed a “truckload” of previously withheld material and that “everything is going to come out to the public.” July 2025: The walkback After months of anticipation, the Justice Department said it wouldn’t release any more Epstein material. A court had sealed much of it to protect victims, and “only a fraction” would have come out if Epstein had gone to trial, the agency said in an unsigned memo. It added that authorities hadn’t found evidence that merited new charges or investigations and that “perpetuating unfounded theories about Epstein” wouldn’t help victims get justice. And, it said, there was no “client list.” As for Bondi’s prior comment that it was on her desk, officials said she had meant the overall case file. Conservative influencers, among others, blasted the turnabout and questioned Bondi’s capability. But The President stood by her, scolding a journalist for attempting to ask her a question about Epstein at a White House Cabinet meeting. The President had himself raised questions for some years after Epstein’s 2019 death in jail as the financier faced federal sex trafficking charges. After the Justice Department memo, however, the president suggested there was nothing more to say about Epstein and the country, including his own supporters, should simply move on. November 2025: The legislation Amid a drumbeat of disclosures that begin to exact consequences for some powerful people — particularly Andrew Mountbatten-Windsor, Britain’s former Prince Andrew — Congress passed legislation to force the Justice Department to disclose its investigative files on Epstein. The President signed it into law, casting the quest for Epstein information as a Democratic-led distraction from the Republican agenda. Meanwhile, at his urging, Bondi announced that the U.S. attorney in Manhattan would investigate Epstein’s ties to some of the Republican president’s political foes, including Democratic former President Bill Clinton. None has been accused of misconduct by Epstein’s accusers; nor has The President, another former Epstein friend. Both Clinton and The President have said they knew nothing about Epstein’s misconduct and cut ties with him many years ago. December 2025: The first batch At the statutory deadline for making the Epstein files public, the Justice Department released only some of them. While the records included some material the public hadn’t previously seen, including some candid photos of Clinton, the documents didn’t break major ground and included little about The President. The department said it was continuing to review other Epstein records to make sure that victims were protected. But Democrats cried cover-up, bill sponsor Rep. Thomas Massie, R-Ky., accused the Justice Department of breaking the law by missing the deadline and redacting too much, and some Epstein accusers also questioned the extensive redactions. January 2026: The big release The Justice Department began releasing a huge cache of additional Epstein documents, videos and photos, though others remained under wraps. The records pulled back a curtain on favor-trading and frank communications in a chummy elite that looked past Epstein’s 2008 guilty plea to solicitating prostitution from an underage girl in Florida. Some high-flying Epstein friends resigned or lost jobs in corporate America, academia, big law firms, the British, Slovakian and Norwegian governments and beyond. But the documents disclosed highly personal information about some victims while redacting the names of Epstein correspondents in, for example, emails that appeared to refer to the sexual abuse of underage girls. Gloria Allred, an attorney for numerous Epstein victims, said Thursday that Bondi betrayed them by failing to protect personal information in the files. “She has destroyed the trust in the DOJ that victims had a right to expect, and her termination may be the only type of justice that survivors will receive from the DOJ,” Allred said by email. February 2026: The hearing At a congressional hearing, a combative Bondi tried to quell the Epstein files controversy. She defended how the Justice Department dealt with it, lobbed personal insults at Democrats and lauded The President over, among other things, the performance of the stock market. Bondi said she was deeply sorry for what Epstein victims suffered. But she declined a request from Rep. Pramila Jayapal, D-Wash., to face and apologize to them for the Justice Department’s actions, and Bondi dismissed Massie’s critiques of the release of victims’ personal information. March 2026: The subpoena The House Committee on Oversight and Government Reform subpoenaed Bondi to answer questions on April 14 about the Justice Department’s handling of the Epstein investigation and file release. With five Republicans joining Democrats to support the subpoena, it reflected widespread discontent, including in the GOP base, over Bondi’s management of the matter. The future For now, Deputy Attorney General Todd Blanche will be the acting attorney general. Michaels, who traveled to the Capitol last year to press for the files’ release, wanted Bondi gone. But will Blanche do better? “We can only hope. But given that they worked together, I don’t have great expectations,” she said. The Associated Press generally does not identify people who say they have been sexually assaulted unless they come forward publicly, as Michaels has done. Robert Glassman, an attorney for a woman who testified as “Jane” in the 2021 criminal trial of Epstein confidante Ghislaine Maxwell, noted that agency leaders come and go. “For victims of sexual abuse, what matters is whether the institutions meant to protect them actually do their job,” he said. —Jennifer Peltz, Associated Press View the full article

New jobs in health care largely drove the gains, while the federal workforce and finance continued to shrink. View the full article

Illinois CPA Society CEO lays out the three big challenges. Gear Up for Growth With Jean Caragher For CPA Trendlines Go PRO for members-only access to more Jean Marie Caragher. View the full article

Illinois CPA Society CEO lays out the three big challenges. Gear Up for Growth With Jean Caragher For CPA Trendlines Go PRO for members-only access to more Jean Marie Caragher. View the full article

Over the course of my three-decade career, the keyword drove paid search. Today, it’s one of many signals. Strategy is what determines performance. Keywords were what you researched for weeks, then built your strategy around based on what you uncovered or hypothesized. You managed everything from bids to matched search terms to negatives and the audiences you targeted. Your career was built and measured by how well you structured around a keyword. Paid media has always been deeply tactical, with Google driving the majority of search. You were methodical about placements, audiences, bids, headlines, extensions, and keyword-stuffed URLs. This model worked. It gave practitioners the control they needed to get results. You could see which search queries triggered ads and what they cost. If there was value, you expanded or doubled down. You might over-segment ad groups by theme or build campaigns around keyword audiences, then layer in modifiers and match types to drive 1200% ROAS. What changed across platforms Advertising has converged on a single structural shift: AI, or more precisely, automation built into the platforms. These systems now handle targeting, bids, and creative assembly that practitioners used to manage manually. The keyword hasn’t disappeared. It’s moved from the primary optimization lever to one signal among many that platforms use to deliver ads based on user behavior and the auction. On Google, AI Max for Search is the clearest example. It’s not a new campaign type. It’s an optimization layer, similar to Smart Bidding, that changes how keywords function inside a search campaign. Google’s AI uses your existing keywords, copy, and landing pages, including H1s and H2s, as signals rather than instructions to find and serve ads. Google reports that advertisers using AI Max see 14% more conversions at a similar CPA or ROAS, with campaigns using exact and phrase match seeing lifts of up to 27%. Pair it with Performance Max across Search, Shopping, YouTube, Display, Discover, Gmail, and Maps, or Demand Gen for upper-funnel awareness, and the system expands further. Dig deeper: Google Ads no longer runs on keywords. It runs on intent. 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 The new primary levers When I say strategy is the new keyword, I’m not speaking in abstractions. I’m saying there are specific inputs that now determine where your ads show up, who sees them, and whether they convert. These inputs have largely replaced the keyword list in paid media as the highest-leverage control. The distinction matters. Strategy dictates the activity needed to achieve your goal and vision. Tactics are the execution. What’s shifted is that platforms now handle the tactics, and our job is to define the strategy that guides them. Conversion data quality, including server-side tracking, has become the most important input in any account. Google’s Smart Bidding and other platform optimization systems depend on conversion or event signals to learn and improve. You can prioritize from all to one, which conversions matter more, whether it’s a lead from a high-value market versus a newsletter sign-up, or a new customer versus a returning one. These distinctions used to be handled through keyword segmentation and bid modifiers. Now, in a small way, they’re handled through strategic conversation, where value is assigned or determined at that point. First-party data, customer lists, CRM data, website behavior, and offline imports have become the equivalent of keyword research. The richer and cleaner the data you feed these systems, the better they perform. It’s less about search volume and more about understanding your own customer data, making sure it’s structured properly, and connected to the platforms you advertise in. Creative is a beast. It’s moving from a production deliverable to a strategic signal. For Demand Gen, Display, and Meta, your creative, functionally speaking, is your targeting. Platforms read your images, video, and copy to determine who sees your ads. Google AI Max generates headline and description variations based on your landing page content, your H1s, H2s, and so on. The strategic questions, what themes resonate with which segments, what visual approaches drive action at different funnel stages, and what messaging frameworks allow AI to generate variations, now carry the weight the keyword used to. Landing page and website quality have become paid media inputs, not just a thing for UX or CRO. AI Max reads your page to determine what queries to match and which headlines to generate. Final URL expansion in AI Max and Performance Max sends users to the page AI deems most relevant. Poor post-click experiences, thin content, and slow load times can tie back to lower conversion rates. All of this limits AI’s ability to serve your ads. Dig deeper: In Google Ads automation, everything is a signal in 2026 What it means for practitioners Our roles have shifted. The most valuable work is no longer managing keyword lists or adjusting manual bids. I have strong opinions on that, but I’ll ask you, what else could you be doing with your time, instead of manually adjusting bids for thousands of keywords? It’s the strategic framework that AI systems operate within: ensuring data quality, defining creative strategy, building measurement into your teams, and knowing when the LLM is wrong and you, as an SME, need to adjust course. The job of subject-matter experts is to guide the machines. That guidance takes the form of conversion architecture, audience signal quality, creative frameworks, and brand guardrails, rather than keyword lists and bid sheets. This means investing time in understanding how: These systems work. Platforms learn. LLMs prioritize. It’s the pros and cons we choose to emphasize — the signals we prioritize. It means building robust first-party data, developing frameworks across audiences, creative, and UX, and feeding that into AI to enhance. It means accepting that the keyword era is giving way to something fundamentally different. The practitioners who treat strategy as their primary lever, who invest their energy in architecture and design rather than lever-pulling, will be best positioned as this shift continues. The keyword list isn’t gone. It’s no longer the center of the work. Strategy is. Dig deeper: 4 times PPC automation still needs a human touch View the full article

When starting a business, knowing what licenses you need is essential. In Texas, there’s no single state business license, but local permits can vary based on your business type. You might require a sales tax permit, zoning permit, or even a health permit. Furthermore, some professions demand specialized licenses. Comprehending these requirements can help you avoid legal complications as you move forward. So, what specific licenses apply to your business? Key Takeaways Determine local licensing requirements, as they vary significantly based on business type and location in Texas. Obtain a Sales Tax Permit if selling tangible personal property or leasing services. Secure any necessary professional licenses for regulated fields like healthcare or legal services from the Texas Department of Licensing and Regulation. Check if specialized permits are needed for industries like food services, agriculture, or aviation to ensure compliance. Research and apply for an Assumed Name Certificate if operating under a business name different from your legal name. Understanding Business Licenses When you’re starting a business, comprehending the various licenses required to operate legally is essential. A business license secures your right to conduct operations as you ensure compliance with health and safety standards. In Texas, there isn’t a general state-level business license, but cities and counties may impose specific requirements based on your business type. Common licenses include sales tax permits for selling goods, zoning permits for location compliance, and health permits for food-related enterprises. If you’re a sole proprietor or partner using a different name, obtaining an Assumed Name Certificate is necessary. Furthermore, certain professions, like medical or legal services, require professional licenses from applicable state regulatory bodies. Grasping these requirements is key to your business’s success. Types of Business Licenses in Texas When starting a business in Texas, you won’t need a general business license, but you’ll likely require specific licenses or permits based on your business type and location. Common licenses include sales tax permits, which are essential for selling tangible goods, and various permits like zoning and building permits. Furthermore, if you’re in a specialized field, such as healthcare or real estate, you’ll need to secure professional licenses from state regulatory bodies to operate legally. General Business Licenses Overview Starting a business in Texas involves comprehending the various types of licenses that may be required, as there’s no overarching “general business license.” Depending on your location, specific local licenses might be necessary, which can vary by city or county. Common licenses include sales tax permits for those selling goods or services, zoning permits for operating in designated areas, and health permits for food-related businesses. If you’re running a home-based business, you might need a home occupation license to comply with local regulations. Furthermore, if you operate under a different name, you’ll need to file an Assumed Name Certificate with the county clerk. Unlike a business permit in California, Texas has specific local requirements that you must address. Specialized Industry Requirements Comprehending the specialized industry requirements for business licenses in Texas is vital, as different sectors have unique regulations that must be adhered to for legal operation. Here are some key areas to examine: Healthcare and Food Services: These industries require specific health permits to guarantee compliance with safety standards. Agriculture and Aviation: Obtain federal licenses from agencies like the U.S. Department of Agriculture to operate legally. Environmental Regulations: Businesses discharging contaminants must acquire environmental licenses to align with federal and state laws. Additionally, professions like therapists and accountants need registration with state entities. Each industry’s requirements vary, so it’s important to investigate the implications of a business license. Keep in mind, grasping the business license California cost can provide a comparative perspective. Local Licensing Requirements Comprehending local licensing requirements is crucial for any business owner looking to operate legally within their community. Moreover, most Texas cities and counties don’t require a general business license; specific licenses may be necessary based on your business type and location. For instance, if you’re in the food service industry, you’ll likely need a permit from the local health department. Furthermore, if you’re running a home-based business, a home occupation permit might be required. Remember, each jurisdiction has its own filing forms and fee structures, so you should check with your local city or county clerk’s office. If you operate in multiple locations, you may need separate licenses for each area. If you’re wondering, “do I need a business license in California?” the same local rules apply. Federal Licensing Considerations When you’re planning to launch a business, it’s essential to understand that certain industries require federal licenses in addition to local and state regulations. Failing to secure these federal licenses to operate can lead to legal issues down the line. Here are a few key sectors you should be aware of: Agriculture: The U.S. Department of Agriculture issues licenses for transporting or producing animals and byproducts. Aviation: The Federal Aviation Administration requires specific licenses for operating aircraft and related services. Alcohol: Manufacturers, wholesalers, and retailers of alcoholic beverages must obtain a federal license regulated by the Alcohol and Tobacco Tax and Trade Bureau. Always check if your business falls under these categories to guarantee legal compliance. How to Apply for a Business License Applying for a business license can seem overwhelming, but breaking it down into manageable steps makes the process simpler. First, research the specific licensing requirements for your business type and location, especially if you’re wondering how to get a business license in Washington. Most applications can be completed online through local government websites or the Washington Secretary of State’s office. You’ll typically need to provide a business description, ownership details, and your Employer Identification Number (EIN) if applicable. Application fees vary, so check the specific fee for your area, which can range from $15 to several hundred dollars. After submitting, be ready for a processing wait and understand the renewal schedule, as licenses may need renewal every one to three years. Sales Tax Permits and Resale Certificates When starting your business in Texas, you’ll need to understand the Sales Tax Permit process, as it allows you to collect sales tax on tangible goods and taxable services. If you plan to resell items, obtaining a Resale Certificate is vital, as it helps you avoid paying sales tax on those purchases. Staying compliant with these tax obligations is fundamental for maintaining good standing with the Texas Comptroller and avoiding potential penalties. Sales Tax Permit Process To operate a business in Texas that sells or leases tangible personal property or taxable services, you need to obtain a Sales Tax Permit, often referred to as a seller’s permit. Here’s what you need to know: Submit an application to the Texas Comptroller of Public Accounts through the eSystems portal. Provide crucial information, including your social security number, business structure, and the NAICS code for your activities. Complete the application swiftly to avoid tax liabilities and guarantee compliance. As for how much does a business license cost, the sales tax permit itself is typically free, but make sure you’re aware of any associated fees or costs involved in maintaining compliance with state regulations. Importance of Resale Certificates Grasping the significance of resale certificates is vital for businesses looking to optimize their operations and manage costs effectively. A resale certificate allows you to purchase goods intended for resale without paying sales tax, which can greatly boost your profitability. To obtain one in Texas, you must first apply for a sales tax permit from the Texas Comptroller’s office. This step is necessary for engaging in sales activities. Furthermore, if you buy used items for resale, a resale certificate can improve your cash flow by preventing upfront sales tax payments. Comprehending the application process and requirements for these certificates is imperative for compliance and avoiding potential tax liabilities. Remember, knowing how much a business permit costs can likewise factor into your planning. Compliance and Tax Obligations Comprehending compliance and tax obligations is crucial for any business owner, especially in Texas, where specific permits and certificates are necessary to operate legally. Here are three key points to reflect on: A Sales Tax Permit is mandatory for businesses selling or leasing tangible personal property or taxable services, obtainable from the Texas Comptroller. Resale Certificates help you avoid sales tax on items you purchase for resale, enhancing your cost-effectiveness. Failing to secure these permits can lead to significant tax liabilities and penalties. To apply for a Sales Tax Permit, you’ll need pertinent information, including your Social Security number and your business’s NAICS code. If you’re curious about how much a business license in California costs, keep in mind that requirements vary by state, so research is crucial. Professional Licenses for Specialized Industries When starting a business in specialized industries, it’s vital to understand the importance of obtaining the necessary professional licenses. These licenses are significant for fields like medical, legal, and financial services, ensuring that practitioners meet industry standards and regulations. Each state has specific licensing requirements, which may include exams, background checks, and ongoing education to maintain the license. In Texas, the Texas Department of Licensing and Regulation (TDLR) manages various professional licenses, and you must register with the appropriate state entity for your industry. Non-compliance with these requirements can lead to legal consequences, including fines and the inability to operate legally. Professions requiring licenses in Texas include medical professionals, therapists, attorneys, and real estate agents, each governed by their regulatory bodies. Resources for Texas Business Licensing Starting a business in Texas requires a clear grasp of the various licensing resources available. Here are some key tools to help you navigate the process: Texas Department of Licensing and Regulation (TDLR): They manage various licenses and offer online applications for many types. Small Business Administration’s Permit Me: This online tool helps you find local licensing requirements by entering your zip code and business type. Local Government Websites: These are essential for grasping specific licensing and permit requirements as they can vary by city and county. Frequently Asked Questions What License Is Best for a Small Business? The best license for your small business depends on your specific operations. If you’re selling goods, a sales tax permit is fundamental. Home-based businesses often need a home occupation license for zoning compliance. Certain professions, like therapy or legal services, require specialized licenses. If you’re in food service, local health department permits are vital. Furthermore, businesses in regulated sectors, such as aviation or agriculture, need federal licenses customized to their industry. What Certificate Do You Need to Start a Business? To start a business, you’ll typically need an Assumed Name Certificate if you’re using a name different from your own. If you’re selling goods or services, a Sales Tax Permit is crucial. Depending on your industry, specific professional licenses may be required, such as for healthcare or real estate. If your business handles food, a health permit is required. Furthermore, check local zoning regulations to guarantee compliance with area requirements. Should I Get an LLC or Business License First? You should establish your LLC first, as it creates a separate legal entity that protects your personal assets from business liabilities. This structure is beneficial when applying for any necessary local permits or licenses later. After forming your LLC, check your municipality’s requirements, since local regulations might necessitate a business license, regardless of whether the state does not. Comprehending these specifics guarantees you operate legally and avoid potential penalties. Conclusion In conclusion, starting a business in Texas requires comprehension of various licensing and permit requirements based on your specific location and industry. You’ll need to check local regulations, apply for necessary permits, and consider any federal licenses if applicable. Don’t overlook professional licenses for specialized fields. By thoroughly researching these requirements and ensuring compliance, you can set a strong foundation for your business and avoid potential legal complications. Always stay informed about changes in regulations that may affect your operations. Image via Google Gemini This article, "What License Do I Need to Start a Business?" was first published on Small Business Trends View the full article

We may earn a commission from links on this page. Deal pricing and availability subject to change after time of publication. The Bowers & Wilkins Px7 S3 wireless over-ear ANC headphones are currently down to $279 (from $479) on Woot, marking their lowest price so far (according to price trackers), with free shipping for Prime members and a $6 fee for others. The deal is expected to run for about a week or until it sells out, so availability could shift quickly depending on demand. The mix of fabric, aluminum, and synthetic leather gives these headphones a more premium touch than most all-plastic alternatives in this range, and their updated headband and thicker cushions make a difference over time—you can sit through long work sessions or a full flight without feeling like you need to take them off. It also gives you 30 hours of playback with active noise cancellation on (your mileage may vary), and the quick charge feature gets you about seven hours in 15 minutes, which is enough to get you through a day if you forget to plug them in overnight. Bowers & Wilkins Px7 S3 $279.00 at Woot $479.00 Save $200.00 Get Deal Get Deal $279.00 at Woot $479.00 Save $200.00 Sound-wise—as compared to the previous Px7 S2—music feels more open, with better separation between vocals and instruments. Bass has presence but doesn’t take over, and the highs have more energy than before without becoming harsh. And you don’t need the best Bluetooth setup to notice the difference, either. Even on standard AAC or SBC, the improvement comes through. If you do have a compatible Android phone, aptX Adaptive and Lossless support are available, or you can also plug in via USB-C for higher-resolution audio, which is still rare in this category. You also get a proper five-band EQ in the companion app, so you can fine-tune the sound instead of relying on basic presets (as was the case before). That said, while its active noise cancellation has improved, it still falls short of industry leaders like the Sony WH-1000XM6 and Bose QuietComfort Ultra headphones, especially in environments like flights or heavy traffic. Transparency mode, on the other hand, is much better than before and works well for conversations, but the controls can feel a bit limiting—you still have to cycle through ANC modes instead of choosing directly, and the button layout takes some getting used to. There’s also no support for newer Bluetooth features like LE Audio or Auracast, which could matter down the line. Our Best Editor-Vetted Tech Deals Right Now Apple AirPods Pro 3 Noise Cancelling Heart Rate Wireless Earbuds — $199.00 (List Price $249.00) Apple iPad 11" 128GB A16 WiFi Tablet (Blue, 2025) — $299.00 (List Price $349.00) Samsung Galaxy Tab A11+ 128GB Wi-Fi 11" Tablet (Gray) — $202.00 (List Price $249.99) Apple Watch Series 11 (GPS, 42mm, S/M Black Sport Band) — $329.00 (List Price $399.00) Sony WH-1000XM5 — $298.00 (List Price $399.99) Deals are selected by our commerce team View the full article

The White House is set to release President Donald The President’s 2027 budget Friday, a sweeping blueprint that could boost Pentagon spending to $1.5 trillion, the largest of its kind in decades, as the U.S. focuses on military investments rather than other domestic programs. Even before the U.S.-led war against Iran, the Republican president had indicated he wanted to bolster defense spending to modernize the military for 21st-century threats. Separately, the Pentagon last month proposed $200 billion for the war effort and to backfill munitions and supplies. The President, speaking ahead of an address to the nation this week about the Iran war, signaled the military is his priority, setting up a clash ahead in Congress. “We’re fighting wars. We can’t take care of day care,” The President said at a private White House event Wednesday. “It’s not possible for us to take care of day care, Medicaid, Medicare — all these individual things,” he said. “They can do it on a state basis. You can’t do it on a federal.” The president’s annual budget more broadly is considered a reflection of the administration’s values and does not carry the force of law. The massive document typically highlights an administration’s priorities, but Congress, which handles federal spending issues, is free to reject it and often does. With the nation running nearly $2 trillion annual deficits and the debt swelling past $39 trillion, the federal balance sheets have long been operating in the red. About two-thirds of the nation’s estimated $7 trillion in annual spending covers the Medicare and Medicaid health care programs, as well as Social Security income, which are essentially growing — along with an aging population — on autopilot. The rest of the annual budget has typically been more evenly split between defense and domestic accounts, nearly $1 trillion each, which is where much of the debate in Congress takes place. The GOP’s big tax breaks bill that The President signed into law last year boosted his priorities beyond the budget process — with at least $150 billion for the Pentagon over the next several years, and $170 billion for The President’s immigration and deportation operations at the Department of Homeland Security. This year’s White House document, prepared by Budget Director Russ Vought, is intended to provide a road map from the president to Congress as lawmakers build their own budgets and annual appropriations bills to keep the government funded. Vought spoke to House GOP lawmakers on a private call Thursday. Congress still fighting over 2026 spending The president’s budget arrives as the House and Senate remain tangled over current-year spending and stalemated over DHS funding, with Democrats demanding changes to The President’s immigration enforcement regime that Republicans are unwilling to accept. The President announced Thursday he would sign an executive order to pay all DHS workers who have gone without paychecks during the record-long partial government shutdown that has reached 49 days. The Republican leadership in Congress reached an agreement this week on a path forward to fund the department, but lawmakers are away on spring break and have not yet voted on any new legislation. Last year, in the president’s first budget since returning to the White House, The President sought to fulfill his promise to vastly reduce the size and scope of the federal government, reflecting the efforts of billionaire Elon Musk’s Department of Government Efficiency. As DOGE slashed through federal offices and Vought sought to claw back funds, Congress did not always agree. For example, The President sought a roughly one-fifth decrease in non-defense spending for the current budget year ending Sept. 30, but Congress kept such spending relatively flat. Some of the programs that The President tried to eliminate entirely, such as assisting families with their energy costs, got a slight uptick in funding. Others got flat funding, such as the Community Development Block Grants that states and local communities use to fund an array of projects intended mostly to help low-income communities through new parks, sewer systems and affordable housing. Lawmakers have also focused on ensuring the administration spends federal dollars as directed by Congress. This year’s spending bills contained what Sen. Patty Murray, the ranking Democratic member of the Senate Appropriations Committee, described as “hundreds upon hundreds of specific funding levels and directives” that the administration is required to follow. —Lisa Mascaro and Kevin Freking, Associated Press View the full article

Agentic AI shopping may not be good for SEO. But there's a reason why SEOs won't need to worry about it. The post Why Agentic AI Shopping Feels Unnatural And May Not Threaten SEO appeared first on Search Engine Journal. View the full article

In October 2024, two entrepreneurs launched a tech news podcast. Eighteen months later, OpenAI just bought it. The ChatGPT maker announced Thursday it has purchased TBPN (Technology Business Programming Network) for an undisclosed sum, bringing the tech world’s buzziest podcast into the AI company’s fold. TBPN is run by Jordi Hays and John Coogan, founder of VC party and cofounder of Soylent, respectively. Here’s what to know about the deal: How will this arrangement be structured? The announcement makes a big claim, stating that TBPN will maintain “editorial independence.” This separation will give the podcasters space to make editorial decisions, run their programming, and choose their guests. Open AI CEO Sam Altman has previously appeared on the show. “TBPN is my favorite tech show,” Altman wrote on X following the news. “We want them to keep that going and for them to do what they do so well. “I don’t expect them to go any easier on us, am sure I’ll do my part to help enable that with occasional stupid decisions.” However, TBPN will be part of OpenAI’s strategy department, reporting to chief global affairs officer Chris Lehane. OpenAI plans to use their “amazing comms and marketing instincts” and “leverage their talent outside the show.” Sure, TBPN is allowed to talk openly about OpenAI. But, from the sound of it, that will mean talking honestly about an employer of sorts. “​​While we’ve been critical of the industry at times, after getting to know Sam and the OpenAI team, what stood out most was their openness to feedback and commitment to getting this right,” Hays said in a statement. “Moving from commentary to real impact in how this technology is distributed and understood globally is incredibly important to us.” What is TBPN? An episode of TBPN can span topics such as buyout deals, gossip about AI talent wars, and startup culture—to name a few areas. Hays and Coogan often cover 50 to 100 topics an episode, Hays told Fast Company last month. The show’s livestream can sometimes attract upwards of 130,000 simultaneous viewers, with millions more watching clips and listening to the podcast after the fact. “We basically leverage the algorithms,” Hays continued. “Love them or hate them, they do a really good job of sorting what people are interested in.” In March, TBPN was named No. 2 on Fast Company‘s Most Innovative Companies list for news and media. Hays and Coogan cohost TBPN for three hours a day, five days a week, talking about all things tech and business. As Fast Company staff editor Connie Lin put it, “The pair tackle business news like sports commentators.” In December, the New York Stock Exchange (NYSE) announced a deal to become TBPN’s exclusive exchange partner. View the full article

Paid search is often the highest-leverage ecommerce growth channel, delivering strong conversion rates and efficient spend when structured effectively. Google Shopping and Amazon Ads capture high-intent demand while generating the data needed to scale it. These platforms connect search queries directly to revenue, enabling you to identify which terms drive sales and allocate budget accordingly. The real challenge is organizing campaigns to act on that signal. Why paid search works so well for ecommerce Paid search performs differently from other channels because it combines two advantages: intent and data. Intent: Google and Amazon are search-driven environments. When someone searches for a product, they’re signaling exactly what they want. There’s no inference required, no audience modeling, and no interrupting someone mid-scroll. You’re providing the answer to a question the customer is already asking. Data: Both Google Shopping and Amazon Ads provide keyword-level revenue data that most other advertising platforms can’t. You can see which search terms generated sales, at what conversion rate, and at what cost. Amazon goes further, offering clearer and more direct revenue visibility at the product and category level. Together, these create a powerful feedback loop. Search terms tied to revenue let you shift spend toward higher-converting queries, improving ROAS over time. On Amazon, this loop extends further—stronger conversion rates can improve organic rankings, lowering future acquisition costs. Success in search campaigns depends on building multi-funnel structures. The concept is consistent across platforms, but implementation varies by campaign types, settings, and bidding strategies. The architectures outlined below use wide-net, low-cost discovery campaigns to map the full search landscape, then funnel high-intent, proven converters into dedicated performance campaigns with appropriate bids. The result: stronger ROAS, improved rankings, and more scalable growth. Dig deeper: Ecommerce PPC: 4 takeaways that shape how campaigns perform 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 Google Shopping: The priority sculpting method The priority sculpting method is based on Martin Roettgerding‘s approach, with adaptations over the years. It uses a three-layer campaign structure to route keywords into different campaigns based on performance. This lets you control spend on discovery keywords and maximize investment in high-performing, high-intent terms. The key is Google Shopping priority settings — “high-priority” campaigns serve first at lower bids. Layer 1: Brand The goal is to capture branded search traffic. This layer uses a Performance Max campaign and can also use standard Shopping. It remains assetless to keep it focused on Shopping inventory and prevent bleed into Display and YouTube. It’s set with a high ROAS target, as PMax tends to go after brand traffic naturally, especially when set with a high target ROAS. Alpha terms are negatived in this campaign, as they may also have high ROAS. Layer 2: Catch-all The goal is to cast a wide net, test search terms cheaply, and generate conversion data. This layer uses standard Shopping with a high-priority setting to catch non-branded traffic. Bids are kept low to control costs. Brand terms and alpha terms are negatived using a negative list. Over time, low-performing terms are also negatived once they’ve been tested and failed. Layer 3: Alpha The goal is to dedicate budget to best-performing terms and generate strong ROAS. This layer uses standard Shopping with a low-priority setting and high-ROAS bidding settings. By negating converted terms, or alpha terms, in the catch-all campaign, those queries fall through to this campaign, where you bid aggressively on what’s already working. Brand terms can also be negatived if needed. Dig deeper: 6 Google Ads mistakes that hurt ecommerce campaigns The key considerations in this structure include the following: Routing logic using negatives The system relies on routing logic: Google’s priority settings determine which campaign serves a query first. Negative keywords in the catch-all push proven converters into the alpha, where bids are higher and budget is protected. At the same time, non-alpha terms run through high-priority campaigns at the lowest possible bids. The method lives or dies on weekly search term negation. Two actions are done regularly: Negate non-converting terms in the catch-all. A good rule of thumb is over 20 clicks and zero conversions, these terms are negated. We’ve tested them, and removing them frees up the budget for other search terms. Note that this requires consideration before negating. If a keyword is highly relevant, you might want to let it run longer. Negate converted terms (alphas) from the catch-all so they fall through to the alpha campaign. Over time, the alpha accumulates a curated list of proven terms bid on aggressively, while the catch-all keeps finding new ones cheaply. It’s a compounding system. Shared budgets Shared budgets are critical. Layers 2 and 3 should work on a shared budget. The system works only if they run together, because each query needs to be sculpted through the system. It won’t work with separate budgets because if the budget on the catch-all high priority runs out, then the alpha would be the first contact, and the query would likely show on the alpha (at a higher bid), even though it’s not an alpha. SKU separation The system is designed to run across a unique set of SKUs. All three layers should target the same set of SKUs. It’s recommended to start with all SKUs to begin with and then build out from there. Products that get buried in the main campaigns or operate at a different margin tier can be peeled off into their own mirrored catch-all/alpha pair, ring-fencing their budget. Only do this when there’s a clear reason. More campaigns mean more overhead and more fragmented data. Feed quality It’s important to optimize the feed, as Google heavily relies on titles mainly for understanding the context of the product and which keywords to serve it. Get the newsletter search marketers rely on. See terms. Amazon Ads: The multi-tier campaign architecture Amazon’s campaign structure is more advanced than Google Ads and offers several advantages. Amazon typically delivers higher conversion rates and more conversion data. Ad spend also drives both conversion rates and rankings, with a clear, measurable link between ad spend and organic ranking. Ads drive traffic, traffic drives conversions, and conversion rate drives organic rank. That makes Amazon Ads an investment in organic search. Google Ads campaigns run across the whole catalog. On Amazon, you build campaigns at the SKU level, typically one SKU per campaign. The structure uses three campaign tiers: research, ranking, and performance. Each has a distinct goal and is managed by adjusting advertising cost of sale (ACOS) targets to reflect different profitability goals. Tier 1: Research Campaigns use broad and phrase match keywords, along with automatic targeting. The goal is to cast a wide net and generate keyword ideas and variations. ACOS tolerance is relatively high, since the goal is data, not profit. Tier 2: Performance Campaigns use exact match keyword targeting. The goal is profit, with a competitive ACOS target below break-even. Move proven converters from the research tier into exact match campaigns. Run your best keywords at efficient bids to maximize returns on what’s already working. This mirrors the alpha campaign in Google Ads. Tier 3: Ranking or exposure Use single-keyword campaigns (SKCs) with exact match—one keyword per campaign. The goal is usually ranking, though it can shift over time. For ranking, set aggressive bids with high ACOS tolerance (often 50%+). Push volume through high-value keywords to drive top organic positions. Once you reach positions 1–3 organically, pause those keywords. Ranking campaigns are debated. If you’re already ranking, there’s no need to pay for visibility you get for free. This layer doesn’t exist in Google Ads, where ad spend doesn’t influence rankings. Dig deeper: Why your Amazon Ads aren’t delivering: 6 critical issues to fix The key considerations in this structure include: Bidding to an ACOS lever With Amazon Ads, we bid toward an ACOS target. ACOS is the advertising spend as a percentage of revenue. Because Amazon data is so clean and conversion rates are high, we can calculate our bids to drive a certain ACOS. The ACOS-based bidding formula: Target bid = (Revenue per click) x Target ACOS Implementing ACOS bidding can be automated using software like Scale Insights. Different campaign tiers can be assigned different ACOS targets, and CPCs can be adjusted daily by the software. Keyword routing Similar to Google Ads, keywords are funneled through from research campaigns into performance or alpha campaigns. This can be done manually or automatically with Scale Insights using an import rule. The concept is very similar in that keywords that shine get imported down the funnel, while non-performing keywords are phased out through testing. The conversion rate signal If a product’s conversion rate is below the market average on a given keyword, more spend will not likely improve its rank. Amazon usually surfaces the better-converting product. The correct response is to fix the underlying issue: price, listing quality, imagery, or the product itself. Most advertisers skip this step and keep spending into a hole. The ranking cannibalization rule There are two strong views on ranking and cannibalization. Some argue that once your product ranks highly for a keyword on Amazon, you should reduce or stop ad spend. If you’re ranking organically, you can save on ads. On the other hand, if a keyword performs well with strong ROAS, having two listings can outperform one. It increases your chances of a click. Ads also typically appear above organic listings, giving you higher placement. Whichever view you take, the three-tier method lets you drive rankings through SKCs, then reduce or stop ad spend once you rank, if you choose. How Google Shopping and Amazon Ads compare for ecommerce The underlying logic for advanced campaign setup is the same across Google Shopping and Amazon Ads, with key differences beyond the core structure. Google Shopping (Priority sculpting)Amazon Ads (Multi-tier architecture)Similarities– Route queries to campaigns via priority and negatives. – Discover converting terms in a catch-all at a low cost. – Graduate proven terms to alpha with high tROAS. – Regular search term reviews, negatives, and alphas.– Route keywords across research → ranking → performance. – Discover new keywords in broad, phrase, and auto campaigns. – Graduate proven terms to exact match for profitability. – Regular search term reviews, negatives, and imports to lower funnel.Differences– Run across the whole feed, separate high-margin products for ring-fenced budgets. – ROAS-based bidding. – Product feed determines search term targeting, and the advertiser is unable to select.– Campaigns built at the SKU level rather than across the whole catalog. – ACOS-based bidding. – Search terms selected by advertiser. – Ads drive rankings, and you can save budget by monitoring organic rankings. Dig deeper: 5 reasons Amazon Ads is better than Google Ads for ecommerce 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 Which platform is right for your ecommerce strategy Like all good answers, it depends heavily on your business and your goals. Both have advantages and disadvantages. We can say that: Amazon Ads often perform better, delivering higher conversion rates and faster ranking and sales when intent is strong. Google Ads is better for long-term brand building. It offers broader reach, potentially lower costs, and drives traffic to your own website, where you retain customer data. The ideal is to run these together. Many brands may launch on Amazon and grow over to their own platforms and utilize Google Ads. Paid search for ecommerce is probably the most effective advertising avenue you can explore. Both platforms offer significant opportunities when implemented properly. Each platform has pros and cons, and I would recommend further exploring the details in these campaign structures and deciding on the right implementation for your business. View the full article

Figure signals improvement in the labour market after string of bleak data releasesView the full article

Google's March core update is rolling out. Illyes explains Googlebot's crawling architecture, and Gemini referral traffic doubles. The post Google Core Update, Crawl Limits & Gemini Traffic Data – SEO Pulse appeared first on Search Engine Journal. View the full article

We may earn a commission from links on this page. The Garmin Forerunner 970 is the newest and best Forerunner watch (aka Garmin's flagship running watch line). It’s an improved version of the Forerunner 965, though it does come with a shorter battery life and a higher price tag. Whether that tradeoff is worth it depends on what you're looking for. For data-driven racers and endurance athletes who want to track, analyze, and optimize every aspect of their performance, the 970 is one of the best watches out there. My full in-depth review is still in the works, but a few standout features are already making a strong impression. Garmin Forerunner 970 $749.99 at Amazon Shop Now Shop Now $749.99 at Amazon Bright AMOLED display (plus a sapphire lens and titanium bezel)Right out of the box, the Forerunner 970's display feels high-end. The AMOLED screen is vivid, sharp, and easy to read at a glance—whether you're mid-run or just checking your stats on the couch. The sapphire lens and titanium bezel give the watch a durable feel, making it fit for serious training. Perfectly visible display, even in the bright sun. Credit: Meredith Dietz Full-color maps with enhanced navigationThe full-color maps on the 970 hold up impressively well even in signal-challenged environments, including, notably, inside my New York City walk-up apartment, where GPS signals go to die. Whether you're exploring a new route or just trying to get your bearings in a dense urban environment, the enhanced navigation on this watch delivers right out the box. Here is where I'd normally place a photo of said GPS working from inside my apartment, but then you'd be able to find me. Nice try, readers! Running tolerance and training readiness scoresThis might be the feature I've been most excited to dig into. The Forerunner 970 introduces running tolerance scores that help you better understand the cumulative impact each run has on your body, along with a recommended weekly maximum mileage, so you can keep building fitness without tipping into overtraining territory. On top of that, training readiness scores greet you from the moment you wake up, pulling together data on sleep quality, recovery, training load, and more to give you a clear signal: go hard today, or dial it back? "Recovery in progress" isn't totally accurate, since I will be running right after taking this photo. Credit: Meredith Dietz Sort of a no-brainer, but will do! Credit: Meredith Dietz The thing is, I can already tell I’ll need to override some of Garmin’s recommendations to rest. As I've written before, Garmin tends to err on the conservative side for distance runners. That said, I love having this data in front of me, even if I occasionally choose to ignore it. Projected race timesProjected race time isn't a brand-new concept, but the 970's version feels more meaningful thanks to the deeper training metrics backing it up. This prediction shows what your race time and pace could be if you keep training consistently all the way to your goal race date—and with more nuanced inputs like running tolerance factored in, the expectation (and hope) is that these projections will be more accurate than ever. I have a race in May that will serve as the real litmus test. Stay tuned. Built-in LED flashlightLast but absolutely not least: the flashlight. A quick double-press of the upper-left button turns it on or off, and it is powerful. In fact, I accidentally shone it directly into my eyes and spent the next several seconds blinking stars out of my vision while trying to type this very sentence. Beyond my momentary blindness, the flashlight rocks. More importantly, it makes running at night feel a little safer—as long as I’m willing to let the battery drain fast. For anyone logging early-morning or after-dark miles, this is the kind of small feature that could end up mattering a lot. View the full article

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Across the U.S., the realities of healthcare affordability are reaching a breaking point, with premiums and out-of-pocket costs straining household budgets and forcing some families to consider going without coverage or delaying care, simply because they cannot pay. This isn’t just about numbers on a spreadsheet. It’s about everyday decisions: skipping preventive visits, postponing prescriptions, or weighing health needs against rent and groceries. As healthcare costs grow while federal funds and subsidies shift, our systems are under duress, and people are being forced to make impossible choices. In this context, the question for business leaders, in healthcare and beyond, is clear: How do we design operating models that are resilient to these pressures, and genuinely responsive for the people they serve? THE BUSINESS CASE IS STRAIGHTFORWARD Dignity is efficient. We see this every day in community health, where centering dignity over efficiency alone transforms bottom lines. When patients feel seen and respected, they show up, they trust, and they return. Chronic illness gets managed through preventative care rather than acute intervention. Emergency room visits drop. Families stay working and contributing. Health becomes a stabilizing force that strengthens neighborhoods and local economies. The return on investment isn’t abstract. Research has shown us that, because community healthcare keeps people connected to preventive care and early treatment, that contributes to lower hospital and emergency department use, and lower total system costs—a powerful proof point that dignity-centered care can be both humane and efficient. The formula works. Yet, most businesses still optimize for the wrong things, chasing scale and speed while treating community rootedness as a constraint that limits growth. Our own organization’s experience has shown that the opposite is true. THREE PRACTICAL SHIFTS TO IMPLEMENT Implementing dignity-centered care and optimizing for the right things isn’t difficult. Here are three ways to do that. 1. Design with, not for. Don’t treat communities as problems to solve or markets to penetrate. Restructure the organization so its operating model is intentionally shaped around the specific needs, lived realities, and priorities of the communities it serves. This can look like language access, hiring from local talent pools, awarding contracts to small and minority-owned businesses, and partnerships with education systems that create new career pipelines. The same principle applies whether you’re designing financial services, educational programs, or retail experiences. 2. Measure what matters to people, not just what’s easy to count. Standard metrics of success like customer growth, processing time, and cost per transaction can be counter to dignity-rooted experiences. How can we measure trust, belonging, and sustained engagement? Are people coming back? Are they bringing family or friends? Are they accessing services earlier in a problem cycle rather than waiting until crisis? These indicators can predict long-term sustainability better than sales and quarterly gains. 3. Root accountability locally. Community-grounded institutions are more resilient because they answer to something beyond distant shareholders. Create structures where the people your business serves directly impact how it operates. This can mean representation on boards, local hiring requirements, or transparent feedback mechanisms. When institutions can be held accountable by the communities they serve, trust builds—and in an era of institutional mistrust, this kind of credibility is capital. WHY THIS WORKS WHEN TRADITIONAL APPROACHES FAIL When you genuinely understand and honor the cultural context and lived experience of the people you serve, you unlock engagement that top-down, one-size-fits-all approaches miss entirely. This extends beyond healthcare into education, housing, financial services, civic infrastructure, and other industries. Any system serious about resilience must move closer to the people it serves. The institutions that will weather the next decade aren’t those with the most aggressive growth targets or the most streamlined processes. They’re the ones that people trust. The ones that show up consistently, speak their language, understand their context, and honor their complexity. THE STRATEGIC ADVANTAGE Too many companies still treat dignity as a compliance exercise or a values statement in a deck. What if it became the literal structure of how you operate? What if every major business decision was filtered through the question: Does this center the dignity of the communities we serve? When institutions build trust through dignity, they: Generate not only customer loyalty, but competitive advantages Attract and retain talent who want their work to mean something Build resilience that weathers economic shocks and policy change Dignity, it turns out, has an excellent business model when it’s recognized as a structural advantage and not just a soft value. It just requires measuring success differently—not by speed of scale alone, but by depth of engagement and trust. Not by how efficiently you process people, but by how effectively you serve them. Not by how uniform your offering is, but by how well it meets people where they are. The organizations that design for dignity today will outperform on retention, resilience, and relevance tomorrow. Cástulo de la Rocha is president and CEO of AltaMed Health Services. View the full article

Volatility and rising accountability are reshaping every industry. Philanthropy isn’t immune. In moments like this, leadership drives meaningful progress. As chief philanthropy officer at UNICEF USA, I work with C-suite leaders and philanthropists to turn bold commitments into lasting impact. Carol J. Hamilton has spent four decades in the C-suite at L’Oréal USA and continues to serve across corporate and nonprofit boards. Between us, we’ve seen philanthropy evolve and adapt. We came together to talk about what leadership requires in this moment. Michele Walsh: You played a key role in shaping a global company’s philanthropic efforts. Since leaving L’Oréal USA, you seem busier than ever, serving on several boards and continuing to make a difference. As you think about this next chapter, what feels different for you in this moment? How has your career shaped it? Carol J. Hamilton: What feels different is ownership. In my corporate career, I had the leadership platform of a global company to align business and purpose. Now, I had to pivot to something more personal. I knew what mattered to me was continuing my passion for helping women and girls. The harder question was: How would I make a difference on my own? I shifted gears and needed new advisors. Just as in business, I surrounded myself with people who could challenge my thinking and help shape a strategy. Philanthropy deserves the same discipline. Walsh: You have always been an energizer, someone who makes things happen. What does mobilizing look like for you in practice now? Hamilton: It starts with personal commitment. Significant gifts matter. They fund proven solutions. Before I invited anyone else to join me, I pushed myself to give at a level that reflected how strongly I believed in the work. From there, it’s about passion. I care deeply about the issues I support, and I let that show. When something matters to me, I share that openly. If it sparks interest, I bring people closer. Sometimes that’s as simple as hosting a dinner and creating space for a conversation. There’s something powerful about being together. When personal commitment meets shared passion, momentum builds. It’s the same in business. When you lead with shared values, you can turn purpose into collective action. Hamilton: Michele, you work with C-suite leaders across sectors and generous philanthropists every day. With funding pressures and fluctuating markets, how do you see business leaders approaching philanthropy differently? Walsh: I’m seeing both urgency and evolution. Giving toward tangible solutions like vaccines, therapeutic food, and emergency supplies is compelling and critical. Increasingly, leaders are also asking how to deliver lasting change at scale. That may mean investing in training, supply chains, financing mechanisms, or the infrastructure that allows organizations to respond faster and scale responsibly. It’s less visible, more complex, and often where the strongest leverage lives. Hamilton: That feels bigger than traditional philanthropy or even workplace giving. What’s behind that shift? Walsh: In my work with business leaders, the conversation centers on alignment and durability: How do we ensure bold commitments endure? Almost 90% of leaders now say their impact strategies are future-proofing their business, a clear sign that philanthropy is no longer a feel-good option, but strategic. Capital unlocks possibility. Leadership sets direction at scale. Systems make impact scalable and sustainable. Walsh: From the C-suite to the boardroom to personal giving, you’ve seen philanthropy from every angle. What should leaders do differently now? Hamilton: Don’t wait. The environment will always evolve. Expectations will shift. But the need doesn’t pause. Be clear about what matters to you. Surround yourself with the right expertise and commit boldly. And if you can, bring others along. Philanthropy has more tools than ever, even as needs continue to outpace resources. The question isn’t whether we can give. It’s how we lead. Michele Walsh is the executive vice president and chief philanthropy officer at UNICEF USA. View the full article

We last saw Copenhagen planks in our rundown of the best bodyweight exercises that actually build strength. But it’s an under-appreciated exercise, and deserves a spotlight of its own. The Copenhagen plank looks a bit like a side plank: You’re leaning on your hand or elbow, other arm away from the ground, trying to hold your body in a rigid position. But what makes the Copenhagen special is that you do not rest your feet or knees on the ground. No, you place one leg (your top leg) on a bench. This means you need to use the inner thigh muscle on that top leg to hold yourself up. It is a killer leg exercise, and it has benefits beyond just adding variety to your routine. What are the benefits of the Copenhagen plank?This exercise got its name (and its mild popularity) from research out of Denmark that showed it helps to prevent groin pull injuries in athletes. Our inner thigh muscles, called the hip adductors, are responsible for pulling our legs in toward each other. These muscles also act as stabilizers in running and other actions we take during sports. Since adductors are thin muscles and can be prone to tears or strains (“pulls”), the researchers used Copenhagen planks to strengthen the adductors. It worked: Programs including this “Copenhagen adductor exercise” made male soccer players’ adductors stronger, and while it’s not a silver bullet for preventing groin strains, it seems to help. In addition to strengthening the adductors, the Copenhagen plank also contains the elements of a normal side plank, meaning it has a side effect of strengthening a variety of core muscles, including your obliques. Even your abductors, the muscles on the outsides of your hips, seem to get a little bit of a boost from training this exercise. (And yes, those two words are very similar. Abductors bring your leg away from your body, just like an alien abduction takes a person away from Earth. Adductors bring your legs in toward your midline; the two letter D’s in the middle may help you remember that they bring the legs together.) How exactly do I do a Copenhagen plank? The basic idea is to support your upper body on your forearm or hand, while your leg is supported on a bench or another object. In team practices, a partner can stand up and hold your leg while you’re doing the exercise. Start with as much of your leg on the support as possible. In order of easiest to hardest, the progression goes: Knee or thigh on the bench Shin or foot on the bench Dipping the hips toward the ground and back up, repeatedly. (This can be done in either position.) While planks are often done for increasingly long periods of time, you don’t have to take that approach to get the benefits of the Copenhagen plank. Try a 10-second hold, repeated three times with rest in between as needed. When that gets easy, try a harder variation. What if I can’t do a Copenhagen plank?If you can’t do any of the versions above, even the one with your knee on the bench, one way to modify is to keep your free leg on the ground. Lift your hips mostly with the top leg, but use some support from the bottom leg to help. If you’re still not comfortable with that, you may need to do side planks (from the knees is fine) to build up your core strength, and look elsewhere for adductor exercises. This banded adductor exercise is a good place to start, and you can also do single-leg movements like step-ups to work the adductors alongside other leg muscles. View the full article

The U.S. Navy spent at least six months resurrecting a high-energy laser weapon that previously graced the bow of a warship for a new military exercise last year, the service recently revealed. The Navy’s Directed Energy Systems Integration Laboratory (DESIL)—the dedicated facility for evaluating laser weapons in a maritime environment located at Naval Base Ventura County in Point Mugu, California—“ramped up efforts to restore critical functions” to the service’s “one-of-a-kind” 150 kilowatt Solid State Laser Technology Maturation (SSL-TM) demonstrator starting in early March 2025, according to recently published ‘year in review’ bulletin from Naval Sea Systems Command (NAVSEA). Initiated in 2012 and officially known as the Laser Weapon System Demonstrator Mk 2 Mod 0, the SSL-TM demonstrator was originally installed aboard the San Antonio-class amphibious transport dock USS Portland in 2019. The system, described as the successor to the 30 kw AN/SEQ-3 Laser Weapon System (also known as the XN-1 LaWS) that was mounted on the Austin-class amphibious transport dock USS Ponce in 2014, was designed to “provide a new capability to the Fleet to address known capability gaps against asymmetric threats” like now-ubiquitous aerial drones and small boats laden with explosives, as well as “inform future acquisition strategies, system designs integration architectures, and fielding plans for laser weapon systems,” according to Navy budget documents. The SSL-TM demonstrator appears to have performed as advertised. The system successfully destroyed a drone target during at-sea testing in the Gulf of Aden in May 2020—an engagement that yielded one of the most vivid representations of a real-world laser weapon in action to date—as well as neutralized a small surface target during additional testing in December 2021. But while prime contractor Northrop Grumman had specifically designed the SSL-TM demonstrator for installation “with minimal modification or additional costs” aboard the Navy’s Arleigh Burke-class guided missile destroyers, the service initiated the system’s deinstallation from the Portland in fiscal year 2023 after spending nearly $50 million on the effort, the budget documents say. The U.S. Defense Department’s final report on the initiative has not yet been made public. Following the deinstallation, the SSL-TM demonstrator was presumably mothballed until the Office of the Under Secretary of Defense for Research and Engineering (OUSD(R&E)) requested the laser weapon “play a role” in the Pentagon’s new Crimson Dragon military exercise the following September, the NAVSEA bulletin says. Described as a weeklong, multi-unit DESIL test event, Crimson Dragon convened 20 defense contractors “in a simulated combat environment” to test the effectiveness of their drones, counter-drone systems, and sensors “in scenarios that simulated military base defense, long-range fires and integrated [ballistic missile defense],” according to the bulletin. The SSL-TM demonstrator successfully shot down four drone targets during the exercise, the bulletin says. While it’s unclear which scenarios the SSL-TM demonstrator participated in during Crimson Dragon, an annual assessment of U.S. military weapon systems from the Pentagon’s Director, Operational Test & Evaluation released on March 16 states that part of the exercise “focused on the sea point of departure defense venues against all-domain maritime air-and-sea threats,” which suggests the system may have provided air defense for a simulated port or staging area where troops and equipment embark onto ships. But beyond these brief mentions in recent U.S. military publications, no additional information is available regarding the current status of the SSL-TM demonstrator, its performance during Crimson Dragon, and the Navy’s future plans for the system. NAVSEA, OUSD(R&E), and the Office of Naval Research did not respond to requests for more details. Without more context, it’s difficult to infer where the return of the SSL-TM demonstrator fits into the U.S. military’s expanding directed energy ambitions. The Pentagon has not indicated whether OUSD(R&E)’s request was driven by the urgency of real-world threats—the demonstrator was first tested in the very waters where Iran-backed Houthi rebels in Yemen had spent more than a year targeting U.S. warships and commercial shipping—or simply an opportunistic use of a capable system sitting in storage. But the system’s restoration for Crimson Dragon potentially points to a broader challenge: despite years of testing and high-profile demonstrations, relatively few high-energy laser weapons are actually available for the kind of realistic, large-scale exercises needed to refine tactics and validate how these weapons are used in combat. Indeed, it’s not like the Pentagon has bunch of spare laser weapons floating around to play with. The U.S. Army’s four 50 kw Directed Energy Maneuver-Short Range Air Defense (DE M-SHORAD) systems have been completely demilitarized, while the service’s Army Multi-Purpose High Energy Laser (AMP-HEL) systems are preoccupied downing drones on the US-Mexico border. The Marine Corps returned its five Compact Laser Weapon System (CLaWS) to Boeing. The Navy’s AN/SEQ-4 Optical Dazzling Interdictor, Navy (ODIN) laser weapons are all installed aboard active warships at sea; meanwhile, the service’s 60 kw High Energy Laser with Integrated Optical Dazzler and Surveillance (HELIOS) system has had a challenging year on its own. As a result, it appears that previously retired prototypes that might otherwise remain museum pieces are being called back into service to keep the U.S. military’s counter-drone experimentation moving forward. The Pentagon may be racing to field laser weapons at scale, but for now it’s still relying on yesterday’s prototypes to figure out how they’ll actually fight tomorrow’s wars. This article is republished with permission from Laser Wars, a newsletter about military laser weapons and other futuristic defense technology. View the full article

At SXSW 2026, the creator economy moved firmly into the spotlight as a defining force in modern marketing. Creators are no longer viewed as content producers alone. They are business owners, cultural drivers, and trusted voices with direct relationships to engaged communities. SXSW’s creator-first approach reflects a broader evolution across marketing. Creators aren’t just a marketing channel; they’re becoming the primary way brands build relevance and connection. As the SXSW Creator Economy track made clear, creators now sit at the intersection of culture and commerce, shaping what people buy and how they discover and engage. For brands, this means moving beyond one-off campaigns toward sustained, long-term partnerships with creators who genuinely understand and represent their values. 5 LESSONS FROM SXSW Coming out of SXSW, the future of the creator economy feels less speculative and more defined, with a new wave of trends beginning to take hold. Here are five things I learned: 1. AI will flood the internet with content. The response will be a premium on humanity. AI is going to dramatically increase the supply of content. That’s obvious. But the interesting counter-trend everyone was talking about is that as AI content becomes infinite, human-made content becomes more valuable. The scarcity won’t be production anymore. The scarcity will be trust. Creators with real audiences, real opinions, and real communities will become the new “verified sources” of culture. 2. The next filter in social feeds might literally be “human made.” A slightly provocative idea that came up in several conversations: Platforms may eventually need a “human-made content” signal in feeds. Not because AI content is bad—it’s actually getting very good—but because the volume of generated content will make discovery harder and trust weaker. Platforms make money from trusted discovery. So maintaining that trust will become a commercial priority. 3. The biggest shift in marketing: audiences → communities. People are tired of being treated like an audience. An audience is something you broadcast to. A community is something you belong to. Creators build communities. Brands historically built audiences. The future of marketing is brands learning how to participate inside communities instead of interrupting them. 4. The future of discovery is creator video, especially in search. One fascinating shift discussed by both brand and platform teams: Creator videos are increasingly showing up in search results. For travel, food, beauty, and lifestyle categories in particular, creator content is becoming the front door to discovery. In many cases, a creator video is now the first thing you see when searching a destination, a product, or an experience. 5. The counter-trend to digital overload: real life experiences. Interestingly, the more digital the world becomes, the more people crave real-world experiences. Travel. Events. Pop-ups. IRL communities. Creators are becoming the bridge between the online world and those real-world moments. The future of the creator economy is already taking shape. It will reward those who prioritize trust, community, and real connection. The brands that adapt now will not just keep up, they’ll help define what comes next. Ben Jeffries is cofounder and CEO of Influencer. View the full article

On a recent call with a major sports organization to discuss experiential communications, a marketing leader pushed back with a familiar argument, “Why wouldn’t I just take a few million dollars and do an ad buy instead? I can reach the same number of people.” But reach isn’t the problem for today’s brand leader. With marketing teams facing a 54% increase in content production demands, generative AI tools like ChatGPT, Sora, HeyGen, and OpusPro have made it easier or cheaper to produce content at scale to saturate feeds and timelines with ad-ready messaging. Yet, the biggest mistake in doing so is believing that speed and volume equal impact. When reach and efficiency aren’t prioritized, nuance and complexity take precedence. When this occurs, audiences tune out. Far too many brands have chosen to ignore the erosion of trust and AI fatigue currently taking shape. From cultural forces to an overreliance on influencer marketing, audiences have become increasingly skeptical of what they consume. The rise of deepfakes and AI-generated influencers like Lil Miquela or viral personas like Granny Spills, each with millions of followers, has only accelerated that distrust. So when audiences no longer trust what they see, sensory marketing, a deeper and more integrated approach to experiential marketing, must step up to capture and retain their attention. OUR 5 SENSES ARE INTEGRAL TO BRAND STRATEGY There’s a shift happening within the realm of communications, marketing, and authentic storytelling. Brands leading the way are designing experiences that encourage audiences to immerse themselves within their world. From the sounds or scents that evoke nostalgia to the tastes of a once forgotten meal, each creates connections that become part of their brand strategy. This is experiential communications—the intersection where strategic storytelling, edutainment (education and entertainment), and community convene through the use of our senses. WHAT WE SMELL, WE REMEMBER While working with the Monell Chemical Senses Center 15 years ago, research revealed how the brain enables smell to trigger powerful memories. When paired with taste, retention increases even further and anchors meaning. That recall is important for reinforcing the emotional connection between a brand and its audience. Research from the Sense of Smell Institute shows people remember smells with about 65% accuracy after a year, while visual recall falls to about 50% after just three months. CEO of Scent Marketing, Caroline Fabrigas, calls scent an “invisible influencer,” much like the feeling of entering a hotel lobby, like 1 Hotel, and immediately wanting to bottle up the smell to take it home. That response is not only by design, it’s clearly working. SENSORY MOMENTS TURN FEELING INTO ACTION Experiential marketing has become shorthand for brand activation, and that’s where we’ve gotten it wrong. Some of the most effective brands operating in this space don’t label themselves “experiential.” Instead, they rely on sensorial visuals and immersive experiences to translate emotional resonance into buying behaviors. Companies like We Are Ona describe their work as curated culinary experiences. Through food, they tell stories, create memories, and build connections, using taste as a channel to communicate with their audience. Hailey Bieber used strategic creative direction to develop product design visuals for her beauty brand, Rhode, reframing skincare as craveable treats; the move saw the brand generate over $200 million in net sales from just 10 products. The multisensory experience of food activations and edible-inspired marketing creates a sense of relatability, nostalgia, community, and luxury, thus improving brand value while stimulating subsequent purchase decisions. WHY SENSORY EXPERIENCES WORK Experience is the most credible distribution channel. In a time where content is abundant but recall is scarce, in-person connection and sensory principles are powerful. When I hosted a manifestation party for a group of journalists, I knew the safest choice would’ve been a polished dinner, but chose, instead, to double down on experience. We passed out magic wands, concocted a fictitious drink called “magic bubbles,” and played board games all night long. Seven years later, I’m still told by media executives that it was one of the best brand events they’ve ever attended. Bringing a multi-sensory event of this nature to life requires human design. Its effectiveness, beyond the fun, interactive experience, was because it was deeply rooted in research, science, and sensory marketing. This same level of intentional, audience-led design is infused into my collaboration with Ohai.ai for the curated experiential series called, “Care To Gather.” There, a multidisciplinary team, from linguists to copywriters, pressure-tested every detail, including scripts and the run-of-show. The results proved that events that convert must be engineered around audience psychology and behavioral response. SENSORY EXPERIENCES DRIVE PURCHASING DECISIONS Marketing leaders can continue feeding the content machine or invest in experiences that audiences will remember, talk about, and return to. In a trust-fragmented world, experiential communications converts skeptical audiences into buyers ready to click, buy, and repeat. Rakia Reynolds is a partner at Actum. View the full article

Over the last decade, we have been perfecting the algorithms of convenience, and in doing so we have inadvertently moved away from the frequent human interactions that sustain our communities and our workplaces. Throughout my 25-year career in philanthropy, I have worked on challenges like climate change, gun violence prevention, chronic disease prevention, and closing the opportunity gap for workers. While these issues are undeniably critical, I truly believe we cannot solve them in a vacuum of social isolation. We have created a world of unprecedented digital convenience—we use grocery delivery apps, self-checkout lines, streaming services, and text messages, versus phone calls. We are now hyperconnected online, and yet experiencing the highest reported rates of both loneliness and anxiety in recorded history. The World Health Organization Commission on Social Connection has determined that loneliness affects nearly one in six people globally. The rise of generative AI and AI companions is the next significant shift in this journey. With more than 800 million people using just ChatGPT every week, there is truly a fundamental shift in how we seek information and communicate with others. We are at a time where advances in AI technology could actually serve as a bridge to deepen our understanding of one another and our relationships. However, if we allow digital interactions to replace real-world ones, do we risk losing the human art of caring for one another? This issue goes unnamed in boardrooms, but the erosion of human connection could pose a material business risk if it goes unnoticed and unattended to. As we move deeper into the era of artificial intelligence, we need to pay very close attention to investing in human connection, to prevent our relationships at work from atrophying. WORK ACROSS DIFFERENCES We know that trust in institutions and the ability to solve global and local issues depends on our ability to work together and across differences. That’s why the Workday Foundation is doubling down on human connection as a primary pillar in our grantmaking strategy. Today, only 34% of Americans believe that most people can be trusted. Building trust back requires intentional interactions with one another—talking to our neighbors, sharing meals, and attending civic events. The urgent challenge now is to begin creating opportunities for increased human connection. Let’s begin to treat social connection as a measurable social good, one that requires the same level of planning and investment as any other critical infrastructure. This means moving beyond the trap of simply using AI to do more work. A portion of the time we gain from using AI should be a dividend that we invest back into our real-life relationships with our colleagues, neighbors, friends, and family. COLLECTIVE SOCIAL COHESION Rebuilding our collective social cohesion will require a cross-sector movement. Ideally, tech innovators should prioritize pro-social design that accelerates human flourishing. Simultaneously, nonprofits and community leaders need resources to scale local initiatives that help repair our social fabric, like intergenerational programs that build understanding, or neighborhood projects that transform proximity into genuine belonging. For example, at the Workday Foundation, we have launched a pilot program with our partners at the U.S. Chamber of Connection called “Connection as a Cause,” to help our employees become social connectors in their own local communities. It expands our definition of volunteer service—inviting us not just to do things for our neighbors, but to actively build real relationships with them. When we design for connection, we aren’t just making people feel better. We are building the trust and cohesion necessary for a functioning community and thriving economy. As leaders, I hope we can recognize that human connection is no longer a “soft” benefit, it’s a business imperative. A bright future depends on our ability to prioritize the human algorithm—the messy, friction-filled, and rewarding process of connecting with one another. I invite you to join us in this movement. Carrie Varoquiers is chief impact officer at Workday. View the full article

It used to be that Google searches opened up a world of questions. You searched, sifted through links, and came to your own conclusion. Today, AI Overviews, ChatGPT, Perplexity, and other AI platforms compress multiple sources into a single, synthesized response. In the process, nuance is flattened, and certain viewpoints can be overrepresented. This marks a fundamental shift in online reputation management. Search engines now shape the information they surface. The result is a rise in zero-click behavior, where users accept AI-generated answers without visiting underlying sources. For brands, that changes the stakes. Visibility no longer guarantees influence. Even a No. 1 ranking can be bypassed if the narrative tells a different story. AI narrative formation: How AI systems deliver users their answers AI search engines now follow a new pattern for delivering answers. For the sake of this article, we’ll call it AI narrative formation. Here’s how it works. Source pooling AI systems pull from a wide range of sources. While you might expect trusted, peer-reviewed content, they often draw from Reddit, YouTube, review platforms, complaint forums, and social media sites like Instagram and TikTok. Signal weighting Not all sources carry equal weight. A single trusted source can be outweighed by a large volume of lower-quality content. For example, a highly active Reddit thread filled with negative reviews may outperform a fact-checked source like Wikipedia. Narrative compression AI condenses dozens of inputs into a short, digestible summary. In the process, nuance is lost, and fringe cases can become dominant themes. A complex reputation may be reduced to: “Users say this company is not trustworthy.” Continued reinforcement These summaries don’t stay contained. They’re screenshotted, shared, and repeated across platforms. Those repetitions become new inputs, reinforcing the same narrative in future AI outputs. Dig deeper: The authority era: How AI is reshaping what ranks in search 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 How a finance company’s solid reputation unraveled in AI search To see how AI narrative formation works in action, let’s look at a use case. My company recently worked with a finance organization to repair its online reputation. For this example, we’ll call it Company X. Problems emerged for Company X with the rise of Google AI Overview. Previously, under traditional SERPs, Company X had a solid reputation. Users searching Google for reviews would find a 4.2 rating on Trustpilot, a strong company website with employee bios, and numerous positive blog reviews from trusted sources. Google AI Overview changed that. How? By resurfacing an old Reddit forum centered on negative complaints about Company X. When users asked Google, “What are opinions like about Company X?” AI Overview delivered a clear answer: “Company X has mixed reviews, with specific complaints regarding customer service.” But those customer service issues were resolved nearly a decade ago. AI Overview pulled multiple reviews from that Reddit thread, combined them with strong negative phrasing, and factored in the lack of structured positive content to form a semi-negative impression. A new perception of Company X was created. Get the newsletter search marketers rely on. See terms. Why AI search amplifies reputational risk We can dig deeper into how AI impacts reputational risk. Consider the following: How negative AI narratives spread: In traditional search, users had to dig for negative results. With LLMs, those results can surface instantly, even when they’re defamatory or incorrect. Hallucinations and misinformation: Most users are now aware of AI hallucinations, but they aren’t always easy to spot. Making matters worse, LLMs can present incorrect claims or factual inconsistencies with confidence. The snowball effect: As discussed in narrative reinforcement, AI-generated answers get screenshotted, shared, and repeated across platforms. That repetition builds momentum, creating challenges ORM firms now have to manage. A hard truth has emerged in ORM: The most accurate claim doesn’t rise to the top. The most repeated claim does. Dig deeper: Generative AI and defamation: What the new reputation threats look like A step-by-step guide to auditing AI-generated narrative formation Let’s walk through another case to see how an AI-generated narrative can be audited. CEO X is the founder of a SaaS company. He has an ongoing thought leadership presence and a strong reputation in his industry. On a recent podcast appearance, one quote was taken out of context and aggregated across several platforms. The quote was framed as an opinion rather than a fact. Blog posts were written, and Instagram Live reactions spread online. In no time, ChatGPT and Google AI Overview turned CEO X into a controversial figure. Here’s a step-by-step guide to approaching that reputation management crisis. Step 1: Mapping queries We begin by identifying what search engines are saying about CEO X. We ask ChatGPT and Google AI Overview questions such as “What did CEO X say?” and “What is CEO X’s current reputation?” This helps us analyze the issues. Step 2: Capturing outputs We identify the claims associated with CEO X. Google AI Overview and ChatGPT describe CEO X as a controversial figure who recently made comments in poor taste. The narrative formed across both platforms is trending negative. Step 3: Delving through sources Next, we analyze the sources AI Overviews and ChatGPT rely on. We look for whether they’re outdated, repetitive, or low quality. (In the case of Company X, the latter two apply.) Step 4: Analyzing the narrative gap We identify the gap between AI’s narrative and reality. What are CEO X’s actual views? What was the context of the quote? And what has their reputation been up to this point? Step 5: Correcting and replacing sources The final step is to replace or respond to those negative sources. Claims can be addressed directly on Reddit, Instagram, or other platforms spreading the narrative. Structured explanations should also be published through FAQs and policies, while strengthening third-party validation. Dig deeper: How AI changes how we respond to negative reviews and comments A new mindset: Reputation is now an output Focusing solely on SEO rankings is no longer enough. We need to think in terms of narrative shifts and framing. That also means thinking in terms of inputs and outputs. Users aren’t evaluating individual pages. They’re engaging with AI-generated answers. Rather than managing what users find, we need to manage the answers AI systems deliver. That means strengthening what those systems rely on: Publishing high-quality first-party content. Earning credible third-party mentions. Reinforcing positive customer reviews. Addressing misinformation directly. Improving structured data. Maintaining accurate Wikipedia or Wikidata entries where applicable. View the full article