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06 July 2025 | Issue #99

In this issue:

• Cloudflare Takes on AI
• New Data on AI's Impact on Search
• What You Should do About It
• Why Iconic Brands Still Cling to Color Consistency
• Intel Will Outsource Its Marketing to Accenture
• New Research on the Value of Using Visual Tools
• Design Quote of the Week

Cloudflare Takes on AI

Across email, video, and communities, Cloudflare has been all over my feeds for the past week.

As we get into the next couple of sections, a little level set: Cloudflare provides CDN (content delivery network), DNS (domain name service) and security for roughly 20% of the Internet.

Also, Cloudflare has the best domain registration that I've used. I moved most of my domains over to Cloudflare a year or two ago, and it's the least expensive, easiest to use vendor out there (this isn't an affiliate deal, I just really like their domain services).

Cloudflare Shares Data on AI's Impact on Search

At the 2025 Cannes Lions, Cloudflare's CEO, Matthew Prince, shared some shocking data with how Search has changed over the past decade. In his talk, he goes over the original agreement between search engines and content creators.

The idea was that content creators would allow their information to be scraped, and the tradeoff was the search engines would drive traffic to the content creators.

But then the search engines started to change the rules.

As Cloudflare's data shows, the number of pages scraped used to lead to more site traffic.

• 10 years ago: Google scraped 2 pages, sent 1 visitor
• 6 months ago: Google scraped 6 pages, sent 1 visitor
• Today: Google scraped 18 pages, sent 1 visitor

These numbers are being skewed so heavily in the search engine's favor because of AI. Pure AI platforms, like Anthropic, are scraping 60,000 pages per visitor sent.

Search engines, which are basically all powered by AI, are taking our content and no longer providing value to content creators.

What's the Solution?

Tyler Stambaugh shared the news that Cloudflare is going to block AI bots from scraping content by default. This feature has been an option within Cloudflare for a while. The difference is now the default will be set to "don't scrape."

Joe and Robert from This Old Marketing dig further into this:

If I Opt Out, Doesn't That Hurt Me?

It does. If you and I are targeting the same prospect, and information about me and my services surfaces in AI results, that gives me a competitive advantage.

You have to fish where the fish are.

Search and AI have broken the contract we all agreed to 20-25 years ago. But this hasn't drastically changed user behavior.

Users are still searching for answers. The only real difference is Google is no longer the only game in town. Amazon, TikTok, Pinterest, YouTube, and more are working to show you the answers you're looking for, while selling you ads and products at the same time.

This is why you have to diversify and repurpose your content. It's all about building a brand so you're top of mind when someone is looking to solve a problem. A great way to do this is to appear in the areas where people are searching.

​ NEWS AT THE INTERSECTION OF MARKETING, DESIGN, & AI

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🌈 Why Iconic Brands Still Cling to Color Consistency

This article explores why, despite the trend toward color variety and “rainbow packs,” the most iconic global brands continue to build their identities around a single, recognizable color.

• Color = Instant Recognition: From Tiffany’s teal to Reese’s orange, consistent color helps consumers recognize a brand instantly—boosting shelf impact and driving trust, especially in crowded retail environments.
• Consistency Fuels Clarity and Creativity: Sticking to one core color isn’t restrictive—it enables clearer portfolios, faster team alignment, and creative campaign freedom while maintaining brand cohesion.
• My Take: Color is so important for recognition and consistency. I go deep into this in The Visual Marketer​
• Thanks to Dr. Rebecca Kelly for sharing this article

​Keep reading​

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📈 Intel Will Outsource Marketing to Accenture and AI, Laying Off Many Workers

Intel announced it will outsource much of its marketing to Accenture and AI systems, a move set to eliminate numerous internal roles as part of new CEO Lip-Bu Tan’s aggressive cost-cutting and restructuring strategy.

• AI and Speed Over Tradition: Intel believes AI-powered marketing will help the company move faster, simplify programs, and better align with customer needs—addressing long-standing criticisms about slow decision-making.
• Radical Restructuring: This shift is part of broader layoffs affecting manufacturing and other divisions, signaling a deep transformation from in-house teams toward external, tech-driven operations.
• My Take: More short-term thinking by Intel. The exec team got their 5% stock bump with the news. I know the new CEO is trying all sorts of things to rejuvenate the company, but this feels like it was just done for the PR/stock bump. It will be reversed in 2-3 years.
• Thanks to The Artificial Intelligence Show

​Keep reading​

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🧐 Research on Using Visual Tools

Harriet Matsaert’s article highlights research showing that visual tools—especially whiteboard animations—significantly boost learning, retention, and engagement compared to traditional “talking head” videos.

• Visuals Drive Memory: In one study, 92% of people remembered information from a whiteboard animation versus only 70% from a talking head video, thanks to dual processing (seeing and hearing) and higher engagement.
• Design Principles Matter: Effective multimedia should minimize distractions, use focused visuals timed with narration, and apply techniques like segmenting and signaling—making it especially impactful for both general audiences and learners with dyslexia.
• My Take: I wish I knew about this when I wrote my book. It's more research data that supports what I wrote.
• Thanks to Bruce Scheer for sharing this with me.

​Keep reading​

​ THE VISUAL MARKETER

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One of the great things about writing a book is it's not just about launch day. Yes, people get excited and buy it when it finally comes out, but books have a long tail.

It's been a few months, and I'm still getting tagged in posts like Jeremy's where he's sharing what he learned from the book.

Also, if you're looking to hire an accomplished content marketer, look no further than Jeremy.

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RECENT AND UPCOMING ENGAGEMENTS

I'm looking forward to attending the Content Entrepreneur Expo in Cleveland next month. This will be my 4th CEX, and I can't wait to catch up with the folks who inspired me to write The Visual Marketer.

I was also a guest on a webinar late last week, so that should be available soon.

If you're looking for podcast guests, or want to collaborate on something, shoot me a DM.

DESIGN QUOTE OF THE WEEK

“Only those to attempt the absurd will achieve the impossible.”
– M.C. Escher

My AI disclaimer: I write the main story and additional sections. For the news section, AI writes the summary, and then I contribute My Thoughts. If AI generates the images, I include the prompt so you can see how I got to that image.

Thanks for reading!

Next week is issue #100!

–Jim

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