Harnessing Uncertainty
Inside the emergence of LLMs & AI spaces from search.
By Daniel A. Dahlen
With nearly 2 decades quietly working behind the scenes in the search marketing industry, inlightofcontext.com is my contribution from the large collection of notes, thoughts and predictions from that time, for posterity.
October 24, 2026
Picasso. Rembrandt. Van Gogh. da Vinci. Famous artists with distinctive names and incredibly valuable artwork to match. So valuable, in fact, that copies or replicas […]
September 26, 2026
Lighting the way with prisms. In the 19th century “prism lights” were used to light underground spaces – under vaulted sidewalks, beneath buildings, storage spaces […]
September 19, 2026
Precision in abstraction. Much of the attention in the AI/LLM search space these days (and, perhaps, since they’ve rolled out) is on outputs – what […]
September 11, 2026
“Diamond.” In a previous post here I mentioned how SEOs were the attention mechanism before the modern day transformer attention mechanism – guiding and shaping […]
August 29, 2026
“Shadows in ghosts.” A few weeks ago here I wrote about how AI/LLM search responses can resemble our traditional search foundations – “Markovian ghosts“, so […]
August 22, 2026
An archer smoothly picks up his arrow, bow in hand. He slots the arrow in place and confidently pulls it back into position. Taking […]
August 15, 2026
“To aim at.” If you look at the etymology (word origin) of the word “stochastic” you will find many interpretations and among them you’ll find […]
July 25, 2026
“Read between the lines.” “In an ever changing world/landscape.” “In a nutshell..” Clichés. Being exposed to a term or phrase so much […]
July 17, 2026
Walks. A starting point, a destination — and a path connecting the two. Every story has a beginning, middle and end and a walk […]
July 11, 2026
“Finding a basis”. “Looking for a basis.” “What is the basis for this argument?” “Is this cash basis or accrual?” “Basis” is […]