FIR #516: Your New Shadow Website

About this episode

The episode discusses The Economist's experiment with a shadow website aimed at improving AI visibility of its content.

The Economist has gone public with an experiment: it has created a shadow website featuring an AI-friendly version of its front-of-paywall content. The idea is to improve the odds of this content surfacing in AI answers and responses to AI queries. It's based on a new standard, llms.txt, which has been described as the robot.txt of AI. What does this mean for communicators? Neville and Shel break it down in this short midweek episode. Continue Reading → The post FIR #516: Your New Shadow Website appeared first on FIR Podcast Network .

People in this episode

Hosts: Neville Hobson, Shel Holtz

Topics covered

• AI
• content strategy
• digital marketing
• communication
• web standards

Keywords

• shadow website
• AI-friendly content
• llms.txt
• The Economist
• communication strategy

Mentioned in this episode

Organizations: The Economist

Books & works: llms.txt

More episodes of For Immediate Release

• FIR #517: How to Communicate AI Whiplash to Employees · June 9, 2026 · 26 min
• FIR #515: Agents Everywhere · May 25, 2026 · 1h 48m
• FIR #514: Was Twitter A One-And-Done Phenomenon? · May 19, 2026 · 28 min
• FIR #513: Why Communications Must Build the Narrative Code for the Agentic Age · May 11, 2026 · 34 min
• FIR #512: The AI Shift in Executive Decision-Making · May 4, 2026 · 31 min
• FIR #511: Doing AI Governance Right and Still Getting It Wrong · April 27, 2026 · 1h 33m