Jeremy Keith

Google’s Prompt API

No web standard should require you to agree to an advertising company’s “terms of use.”

I’m genuinely disheartened and angry that the Google Chrome team have done this. Never assume good faith from them again.

This is, hands-down, the most insultingly transparent attempt at web standards bullying I’ve ever seen, including past ones from Google, which is — and I cannot stress this point enough — a company that sells advertisements. This is miles more eyeroll-worthy than AMP, where you’ll recall that a legion of tight-smiling dorks wearing Alphabet lanyards tried to assure us that the only means of survival for the web itself was to funnel all of it through Google’s servers, and only use their very good advertisements instead of those bad other ones.

Reminder: You Can Stitch Together Lots of Little HTML Pages With Navigations For Interactions - Jim Nielsen’s Blog

I really like the thinking that goes into this approach. It seems so counter-intuitive at first, but there’s no arguing with the snappy resilient results.

Turns out, if you have a website and you think of the browser as a way to navigate documents — rather than a runtime to execute arbitrary code and fetch, compile, and present them — things can be a lot simpler than our tools often prime us to make them.

There’s just under a month to go until UX London 2026—exciting!

You can peruse the full schedule if you need to decide wether you’re coming for just one day or for all three. The event is designed to flow together, from discovery day to design day to delivery day, but each individual day is also designed to be a standalone experience by itself.

Day one on Tuesday, June 2nd has a focus on research:

1. Maria Isachenko will talk about how You don’t need more research time: You need a system that keeps research in product decisions.
2. Melin Edomwonyi covers Validation as a UX superpower.
3. Marley Dizney Swanson will present From insight to impact: A hypothesis-driven framework for product teams.
4. Luisa Berta will be talking about Turning failure into opportunity.

Day two on Wednesday, June 3rd is all about the nitty-gritty details of design:

1. Julia Petretta kicks things off with From onboarding to “a-ha!”: Designing the moments that really matter.
2. Andrea Grigsby has a case study called Why must things be this way? Designing with intention.
3. Piccia Neri puts a positive spin on accessibility with her talk, The best creative brief.
4. Hidde de Vries will explain why The future of UX is green: On the Web Sustainability Guidelines.

Day three on Thursday, June 4th will cover collaboration and design systems:

1. Ben Callahan will impart Wisdom from the trees.
2. Lucy Blackwell and Alex Edwards will give a case study on Putting the user at the centre of your design system.
3. Rachel Ilan Simpson will take us From 0 to scale: Building and transforming design at startups & scale-ups.
4. Matt LeMay will cover why The communication of the thing IS the thing

And those are just the morning talks!

On each day you’ll have your choice of workshop for the afternoon.

1. Feyikemi Akinwolemiwa will cover Future friction: Horizon scanning for UX.
2. Natasha den Dekker will help you answer the question How well do you know your users? Exploring assumptions through play
3. Chris How’s workshop is Yippee IA: Information architecture for digital designers
4. Oore Babatunde will help you put together UX practitioner’s code of ethics.
5. Lucrezia Ponzano will take you From chaos to clarity: A tactical workshop for real alignment.
6. Ben Callahan will guide you through Assessing organisational culture.

After your afternoon workshop there’ll be one final closing talk at the end of each day before we head to the bar. I haven’t announced those speakers yet, but believe me when I say they’re going to be quite special!

UX London 2026 is shaping up to be an excellent three days of design. Get your ticket now if you haven’t already got one.

(And just between you and me, you can use the discount code JOIN_JEREMY to get a whopping 20% off any ticket price!)

Anti-work | Go Make Things

But this obsession with hard work as a virtue, as a good and righteous thing to do, the glorification of toil and sweat and labor… that’s a tool the wealthy who don’t work for a living use to oppress those who do.

I concur.

they told me the internet was forever | sam’s internet house

The link rot is a symptom of the larger rot that is taking place on the web. This intentional hiding of our world’s past is intended to disorient us. If the big tech internet places are continuing to exert their control over us by making their online spaces more and more oppressive, by hiding history they can trick us into believing that what we’re experiencing now is Just How Things Have Always Been.

Let’s Use the Nonexistent ::nth-letter Selector Now | CSS-Tricks

Eight years ago, I asked some questions. Here are some answers.

Two Paradigms for Enhancing HTML Tags | That HTML Blog

This really gets to the heart of one of the biggest benefits of HTML web components: composability. You can nest your regular markup inside multiple custom elements; something that is can’t do.

The other exciting approach doesn’t exist yet: custom attributes. Again, they’d be a great way of using composability to turbo-charge your existing HTML in all sorts of ways.

It’s Not AI. It’s FOMOnetization.

FOMO is a feeling. But it’s also a business model—and increasingly, one of the more successful ones. Fear, in general, makes people much easier to separate from their money. It’s perfectly suited to this moment of ubiquitous grift, where everything feels like a lottery ticket or a multi-level marketing scheme.

It’s even more perfectly suited for “the age of AI,” which squeezes economic FOMO from both sides. AI could make you wildly rich (the first person to start a billion-dollar company with zero employees!) or leave you hopelessly destitute (part of the looming “permanent underclass”). Which one do you want to be? Smash that like button, sign up for my online course, and use my new AI-powered business platform!

In the latest issue of Matthias’s excellent Own Your Web series, he describes the recent betrayal by Google:

The search engine no longer says “here, go read what this person wrote.” It now says “here, I’ve already read it for you.” The contract is broken.

He’s absolutely right.

But…

Have you ever clicked on a result from a search engine? Unless you’re lucky enough to land on a nice personal website, you’re more than likely to be confronted with pop-ups to allow tracking, or a desparate plea to subscribe to a newsletter, or just rubbish ads all accompanied by a slow page loading somewhere in the mix.

Don’t get me wrong. I’m not saying that what Google is doing is okay. But let’s not pretend that everything indexed by Google is just fine and dandy for people to visit.

And of course the main reason why websites are so terrible is because they’ve tied their business model to heaps of behavioral advertising driven by invasive tracking courtesy of …Google.

This reminds me of AMP. Remember Google AMP? It was a terrible solution to a real problem. Web pages were (and still are) bloated and slow. The correct solution would be to encourage people to fix that, but instead Google mandated a proprietary format for your content that had to be hosted on their servers.

AMP was a disaster, both in practical terms and in the reputational damage it did to Google’s developer relations.

Now they’re doing it again, powerwashing away any goodwill they ever had with site owners. Now Google doesn’t even send search engine traffic to the websites that host the ads that Google encouraged people to put on every page.

It’s almost as if Google is a company so large and with so many competing interests that it now suffers from an incurable split personality disorder.

Personally I think they’re missing a trick. They should be using “AI” summaries as a stick.

If your site is slow, or filled with user-hostile annoyances then it should be cockblocked by a hallucinated summary. But a nice fast respectful website? Send the traffic their way! Everyone wins—users, site owners, Google, the World Wide Web.

Could you imagine how quickly this would revolutionise the world of search engine optimisation? They’ve always told us that we should make websites for humans in order to get good Google juice. This would be a way of making it come true, without any of the over-engineered woefulness of AMP.

It’ll never happen of course. But I can dream.