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AI & Tools
When Querying LLMs, Context is Everything
May 20, 2026 at 7:25 AM
Context is everything when it comes to LLMs and retrieval. What are you trying to get at? What is the scenario?
The Five Lenses of AI Coverage
May 18, 2026 at 12:14 PM
A long, long time ago (in 2016), if you had an announcement that involved anything that could be perceived as AI was routed through the resident “AI and Emerging technology” reporter.  Now, pitching “AI reporters” as a category is meaningless since every major outlet covers AI now and…
An Ugly AI Discovery Fail
May 18, 2026 at 5:52 AM
With a big assist from Claude Opus 4.7, SWMS busts some myths about AI discovery. If you sell such services, it might be time to revise the deck.
Cheat Sheet: Agentic AI Influencers
May 4, 2026 at 1:05 PM
This cheat sheet will introduce you to 19 indie prophets of agentic AI, those with a newsletter or a podcast or who speak on the topic. It's OK to be late to this party. Everyone is. Even the experts struggle.
The PR Asset Pyramid
March 17, 2026 at 12:04 PM
A comprehensive model of every asset you can bring to a reporter writing a feature story — organized by the DIKW hierarchy from raw data to wisdom.
AI Checkers: Not Trustworthy
March 7, 2026 at 3:11 AM
Good luck finding anybody who likes AI checkers. They can't be trusted. Here's a recent dialogue from LinkedIn.
Using AI, the NYT Pans for Gold and Gets It
March 3, 2026 at 6:20 AM
Here is a clever use of AI, and it's a technique you can steal. Check out this story that appeared in Nieman Lab last month. It documents the fact that the New York Times has been monitoring right-wing podcasts for a certain trend -- basically that MAGA is fraying over Donald Trump's handling of the…