Toby Bartlett

Toby Bartlett is a writer covering search and AI with a focus on how things really behave in the wild. She owns Words and Ideas, a Maine-based content firm, where in addition to her work consulting and editing for other writers, she also focuses on generative AI quirks, SEO truths, and the gap between what tools promise and what they deliver. Curious to a fault, she'll keep asking questions until things make sense - and then tell her readers all about it.