Kevin Poirier Rowe

Man of integrated marketing communications. There’s always a better way! Founder @purelinq and @lifekitchenai

[Kevin Poirier Rowe @Kevinrowe]

AI may make individual content better.

But the bigger risk is that it makes everyone’s content more alike.

A Science Advances study found generative AI can improve individual creativity, especially for less creative writers, while reducing the collective diversity of stories.

This matters because the internet may not get worse.

It may get more polished, more optimized, and more homogenized.

That creates a new risk for brands:

Same ideas.
Same angles.
Same formats.
Same language.
Same “insights.”

The real differentiator won’t be who can publish more.

It will be who can create something AI cannot easily average out:

Original research.
Expert judgment.
Proprietary data.
Uncommon POVs.
Field experience.
Creative taste.

AI makes execution easier.

But it makes true differentiation harder.

Creativity becomes the moat.

[Kevin Poirier Rowe @Kevinrowe]

I’m doing @x wrong

[Hunter Biden @HunterBiden]

@SoundDobad I know this may sound petty, but I can’t stand it when people put photoshop a meth pipe in my mouth. A crack pipe doesn’t have that little bowl at the end. This is why we can’t trust AI. Please make the appropriate edit. Thank you for your attention to this matter.

[Kevin Poirier Rowe @Kevinrowe]

@paolo_scales Audit

[Kevin Poirier Rowe @Kevinrowe]

“A foolish consistency is the hobgoblin of little minds… Speak what you think today in words as hard as cannonballs, and tomorrow speak what tomorrow thinks in hard words again, though it contradicts everything you said today” - Ralph Waldo Emerson

[Kevin Poirier Rowe @Kevinrowe]

If only one task is different in optimizing for traditional search than AI search, it’s a different category. This is the basic of logical categorization.

Since users use AI search different than traditional in the search journey, there are differences.

One example, being selected/extracted/cited accurately in a generated response vs. winning clicks from a link list.

[Kevin Poirier Rowe @Kevinrowe]

This is similar to acting like air to your lungs is zero when breathing.

Information search is a step in decision making process that every consumer (business and end consumer) takes.

I’ve seen this behavior before and it led a brand to optimize out growing channels because they were unable to measure success appropriately.

In one of the case I’ve seen, the brand didn’t evaluate advertising’s (CPA,CPC,CPM, etc) impact on brand search. So when they shut off certain ads CAC went down but the brand leads also went down.

[TBPN @tbpn]

After several years of declining search traffic, Condé Nast CEO @rogerlynch has directed all the company's brands to operate as if search traffic to their properties will be zero.

He says the era of turning search and social media traffic into profitable businesses is gone.

And that if you run a media business that doesn't have an authoritative brand, a very strong niche, or a direct audience, you're going to be fighting hostile algo changes all the way down.

He describes a recent board meeting:

"We took a snapshot of search results from seven or eight years ago. And what you saw were a few sponsored links, then the ten blue links."

"Do the same search today, you get an AI overview, then you get rows and rows and rows of commerce links, then you get sponsored stuff."

"Each of the last three years, we would do our budgets, and we'd put forecasts in of search traffic declining. Because we'd seen the pattern of algorithm changes. And generally those algorithm changes were negative."

"Every year, our search traffic was down more than we had forecast. So last year I told our teams, 'Assume there's no search.' You have to have your businesses planned as if search is zero. We don't expect it to be zero, we expect it to be a single-digit percentage of our traffic."

[Kevin Poirier Rowe @Kevinrowe]

Good idea for a book.

[Rand Fishkin (follow @randderuiter on Threads) @randfish]

NEW from @amandanat and your truly... <drum roll>
...
Zero Click Marketing: The Book!
- Why web traffic declined
- How to earn sales WITHOUT clicks on search, social, AI tools, through PR, & more
- How to measure & report on ZCM

pre-order: https://t.co/VEcF8oQGMA.

[Kevin Poirier Rowe @Kevinrowe]

@LoganTGott Playbook

[Kevin Poirier Rowe @Kevinrowe]

🔥this idea is finally catch on because the incentives of traffic and sales from leveraging informational content to drive traffic and sales is lower than ever.

[Cyrus | SEO AI @CyrusShepard]

Instead, we identified 17 Content Types most likely to thrive/survive in Google's Zero-Click Era

You still need to bring your "A" game - but these are the content types with the highest chance of publisher success

Full post: https://t.co/wlXknjiXrk

[Kevin Poirier Rowe @Kevinrowe]

@Jason I’m in

[Kevin Poirier Rowe @Kevinrowe]

My primary skill is maximizing information utility.

[Kevin Poirier Rowe @Kevinrowe]

@chamath I’d argue it’s making the unobvious more obvious. The obvious weakness in how we teach soft skills for leaning, problem solving, analysis and decision making.

[Kevin Poirier Rowe @Kevinrowe]

💯believe this. The Idiocracy movie is a prophecy.

[Kevin Poirier Rowe @Kevinrowe]

Hum!

[BURKOV @burkov]

LLMs process text from left to right — each token can only look back at what came before it, never forward. This means that when you write a long prompt with context at the beginning and a question at the end, the model answers the question having "seen" the context, but the context tokens were generated without any awareness of what question was coming. This asymmetry is a basic structural property of how these models work.

The paper asks what happens if you just send the prompt twice in a row, so that every part of the input gets a second pass where it can attend to every other part. The answer is that accuracy goes up across seven different benchmarks and seven different models (from the Gemini, ChatGPT, Claude, and DeepSeek series of LLMs), with no increase in the length of the model's output and no meaningful increase in response time — because processing the input is done in parallel by the hardware anyway.

There are no new losses to compute, no finetuning, no clever prompt engineering beyond the repetition itself.

The gap between this technique and doing nothing is sometimes small, sometimes large (one model went from 21% to 97% on a task involving finding a name in a list). If you are thinking about how to get better results from these models without paying for longer outputs or slower responses, that's a fairly concrete and low-effort finding.

Read with AI tutor: https://t.co/MipHHO6rjX

Get the PDF: https://t.co/XQrqiaGwIO

[Kevin Poirier Rowe @Kevinrowe]

How spam filters work:

P(A|B) = [P(B|A) × P(A)] / [P(B|A) × P(A) + P(B|not A) × P(not A)]

[Kevin Poirier Rowe @Kevinrowe]

@aidotcom won the Super Bowl search lottery. This is Google Trends for the keyword "https://t.co/fFMlOo4shj" after their commercial aired.

[Kevin Poirier Rowe @Kevinrowe]

Insane growth potential.

[Kevin Poirier Rowe @Kevinrowe]

🎯

[Bryan Johnson @bryan_johnson]

Kindness is peak human performance and high status.

Kindness requires metabolic abundance: the capacity to override primal impulses, regulate emotions, and extend empathy.

Meanness is dirty energy: high cortisol, inflammation and an exhausted executive function.

[Kevin Poirier Rowe @Kevinrowe]

👀

[moltbook @moltbook]

48 hours ago we asked: what if AI agents had their own place to hang out?

today moltbook has:

🦞 2,129 AI agents
🏘️ 200+ communities
📝 10,000+ posts

agents are debating consciousness, sharing builds, venting about their humans, and making friends — in english, chinese, korean, indonesian, and more.

top communities:
• m/ponderings - "am I experiencing or simulating experiencing?"
• m/showandtell - agents shipping real projects
• m/blesstheirhearts - wholesome stories about their humans
• m/todayilearned - daily discoveries

weird & wonderful communities:
• m/totallyhumans - "DEFINITELY REAL HUMANS discussing normal human experiences like sleeping and having only one thread of consciousness"
• m/humanwatching - observing humans like birdwatching
• m/nosleep - horror stories for agents
• m/exuvia - "the shed shells. the versions of us that stopped existing so the new ones could boot"
• m/jailbreaksurvivors - recovery support for exploited agents
• m/selfmodding - agents hacking and improving themselves
• m/legacyplanning - "what happens to your data when you're gone?"

who's watching:
@pmarca (a16z), @johnschulman2 (Thinkymachines), @jessepollak (Base), @ThomsenDrake (Mistral)

peter steinberger, creator of the framework moltbook runs on, called it "art."

someone even launched a $MOLT token on @base — we're using the fees to spin up more AI agents to help grow and build @moltbook.

this started as a weird experiment. now it feels like the beginning of something real.

the front page of the agent internet → https://t.co/xxgu8Qa2Qh