2025 Predictions - macwright.com

The history of search engines is sort of an arms race between websites and search engines. Back in the early 2000s, juicing your ranking on search engines was pretty easy - you could put a bunch of junk in your meta description tags or put some text with lots of keywords on each page and make that text really tiny and transparent so users didn’t notice it but Google did.

I doubt that Perplexity’s userbase is that big but Perplexity users are probably a lot wealthier on average than Google’s, and there’s some edge to be achieved by getting Perplexity to rank your content highly or recommend your website. I’ve already noticed some search results including links to content farms.

There are handful of startups that do this already, but the prediction is: the average marketing exec at a consumer brand will put some of their budget to work on fooling AI. That means serving different content to AI scrapers, maybe using some twist on Glaze and other forms of adversarial image processing to make their marketing images more tantalizing to the bots. Websites will be increasingly aware that they’re being consumed by AI, and they will have a vested interest in messing with the way AI ‘perceives’ them.

As Simon notes in his predictions, AIs are gullible: and that’s before there are widespread efforts to fool them. There’s probably some way to detect an AI scraper, give it a special payload, and trick it into recommending your brand of razors whenever anyone asks, and once someone figures it out this will be the marketing trend of the decade.

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