THE SANTA ROSA PLATEAU ECOLOGICAL RESERVE, Calif. — The scientist traipses to a pond wearing rubber boots but he doesn’t enter the water. Instead, Brad Hollingsworth squats next to its swampy edge and retrieves a recording device the size of a deck of cards. He then opens it up and removes a tiny memory card containing 18 hours of sound.

Back at his office at the San Diego Natural History Museum, the herpetologist — an expert in reptiles and amphibians — uses artificial intelligence to analyze the data on the card. Within three minutes, he knows a host of animals visit the pond — where native red-legged frogs were reintroduced after largely disappearing in Southern California. There were owl hoots, woodpecker pecks, coyote howls and tree frog ribbits. But no croaking from the invasive bullfrog, which has decimated the native red-legged frog population over the past century.

It was another good day in his efforts to increase the population of the red-legged frog and restore an ecosystem spanning the U.S.-Mexico border. The efforts come as the Trump administration builds more walls along the border, raising concerns about the impact on wildlife.

At 2 to 5 inches long, red-legged frogs are the largest native frogs in the West and once were found in abundance up and down the California coast and into Baja California in Mexico.

The species is widely believed to be the star of Mark Twain’s 1865 short story, “The Celebrated Jumping Frog of Calaveras County,” and their crimson hind legs were eaten during the Gold Rush. But as the red-legged frog declined in numbers, the bullfrog — with its even bigger hind legs — was introduced to menus during California’s booming growth in the late 19th and early 20th centuries.

AP correspondent Ed Donahue reports on an international effort to bring back a type of frog.

The red-legged frog population was decimated by the insatiable appetite of the bullfrogs and the disease the non-native species brought in, but also because it lost much of its habitat to drought and human development in the shape of homes, dams and more.

Hollingsworth couldn’t estimate the number of red-legged frogs that remain but said they have disappeared from 95% of their historical range in Southern California.

Robert Fisher of the U.S. Geological Survey’s Amphibian Research and Monitoring Initiative Program searched for the frog for decades across 250 miles from Los Angeles to the border. He found just one in 2001 and none after that.

Scientists using DNA from red-legged frogs captured in Southern California before their disappearance discovered they were more genetically similar to the population in Mexico than any still in California.

In 2006, Fisher, Hollingsworth and others visited Baja where they had heard of a small population of red-legged frogs. Anny Peralta, then a student of Hollingsworth at San Diego State University, joined them. They found about 20 frogs, and Peralta was inspired to dedicate her life to their recovery.

Peralta and her husband established the nonprofit Fauna del Noroeste in Ensenada, Mexico, which aims to promote the proper management of natural resources. In 2018, they started building ponds in Mexico to boost the frog population that would later provide eggs to repopulate the species across the border.

But just as they were preparing to relocate the egg masses, the COVID-19 pandemic hit. Peralta and the U.S. scientists scrambled to secure permits for the unusual cargo and a pilot to fly the two coolers of eggs closer to the border. The rest of their journey north was by road, after the eggs passed a U.S. border guard inspection.

Over the past five years, Hollingsworth and his team have searched for sounds to prove their efforts to repopulate ponds in Southern California worked.

On Jan. 30, he heard the quiet, distinct grunting of the red-legged frog’s breeding call in an audio flagged by AI.

“It felt like a big burden off my shoulder because we were thinking the project might be failing,” Hollingsworth said. “And then the next couple nights we started hearing more and more and more, and more, and more.”

Over the next two months, two males were heard belting it out on microphone 11 at one of the ponds. In March, right below the microphone, the first egg masse was found, showing they had not only hatched from the eggs brought from Mexico but had gone on to produce their own eggs in the United States.

Conservationists are increasingly turning to artificial intelligence to monitor animals on the brink of extinction, track the breeding of reintroduced species and collect data on the impact of climate change and other threats.

Herpetologists are building on the AI-powered tools already used to analyze datasets of bird sounds, hoping that it might help build audio landscapes to identify amphibians and track their behavior and breeding patterns, said Zachary Principe of The Nature Conservancy, which is working with the museum on the red-legged frog project. The tools could also help scientists analyze tens of thousands of audio files collected at universities, museums and other institutions.

Scientists working to restore the red-legged frog population in Southern California hope to soon be provided with satellite technology that will send audio recordings to their phones in real time, so they can act immediately if any predators — in particular bullfrogs — are detected.

It could also help track the movement of the frogs, which can be difficult to find in the wild, especially because cold-blooded creatures cannot be detected using thermal imagery.

The AI analysis of the pond audio has saved time for Hollingsworth and the others, who previously had to painstakingly listen to countless hours of audio files to detect the calls of the red-legged frog — which resembles the sound of a thumb being rubbed on a balloon — over the cacophony of other animals.

“There’s tree frogs calling, there’s cows mooing, a road nearby with a motorcycle zooming back and forth,” Hollingsworth said of the ponds’ audio landscape. “There’s owls, there’s ducks splashing, just all this noise”

The red-legged frog is the latest species to see success from binational cooperation along the near-2,000-mile border spanning California, Arizona, New Mexico and Texas. Over the years, Mexican gray wolves have returned to their historic range in the southwestern U.S. and in Mexico, while the California Condor now soars over skies from Baja to Northern California.

Based off the latest count, scientists estimate more than 100 adult red-legged frogs are in the Southern California ponds, and tadpoles were spotted at a new site.

The team plans to continue transporting egg masses from Baja, where the population has jumped from 20 to as many as 400 adult frogs, with the hope of building thriving populations on both sides of the border. Already the sites are seeing fewer mosquitos that can carry diseases like dengue and Zika.

A restoration pond in Baja that Peralta’s organization built recently teemed with froglets, their tiny eyes bobbing on its aquatic fern-covered surface. They could, one day, lay eggs for relocation to the U.S.

“They don’t know about borders or visas or passports,” Peralta said of the frogs. “This is just their habitat, and these populations need to reconnect. I think this shows that we can restore this ecosystem.”

It’s been a busy week for Cracker Barrel Old Country Store’s marketing team.

The restaurant chain announced a rebrand and new logo last week, faced widespread criticism from social media users, including President Donald Trump, and proceeded to walk back its plan to change the logo.

In that span of time, the company lost and regained almost $100 million in market value, bringing it about back to where it started. The stock gained 8% on Wednesday.

The Cracker Barrel saga is just the latest example of a consumer-facing company making big branding decisions, then pulling back after alienating its customer base.

“It’s very tricky to be a brand for everyone today,” Carreen Winters, president of reputation at the global public relations firm MikeWorldWide, said in an interview. “Legacy brands are particularly tricky, because you have to figure out what is cherished and authentic from the old and marry it with the new.

“In Cracker Barrel’s case, they’re trying to attract a new, younger customer [which] is no longer sufficient,” she continued. “You need to actually think about all of your stakeholders and how they will react, respond, feel about what you’re doing or the direction you’re taking. And you need to be sure that what you’re doing is consistent with shared values.”

Rebranding failures are not a new phenomenon. One of the most famous marketing blunders of all time happened in 1985 when the Coca-Cola company introduced “New Coke” with a new formula. After a firestorm of outrage from its customers, the company returned to its classic formula a few months later.

But social media has made backlash from consumers faster and more widespread, meaning businesses are usually quicker to walk back on their branding failures.

In 2010, retailer Gap ditched its decades-old blue box logo for a more minimalist design. It faced intense backlash on social media through thousands of engagements and, within less than a week, the company said it was reverting to its original logo.

More recently in May, Warner Bros. Discovery announced its streaming platform would undergo another name change, after switching from HBO to HBO Max to Max and then back again to HBO Max.

Major rebrands don’t always go awry. For example, Kentucky Fried Chicken successfully rebranded to KFC in 1991. Its customers already used the acronym and the rebrand signified that the restaurant chain offers more than just fried chicken.

Dunkin’ Donuts also successfully underwent its name change to Dunkin’ in 2019. It did face some criticism from its loyal customers at the time, but Winters said today the “Dunkin’” name and branding are widely accepted over its original name.

“Dunkin’ rebranded in accordance with the behavior that the customer created,” she said. “It aligned with their strategy of being more than Donuts and really building their coffee business.”

She also mentioned IHOP as an example of a brand that has been able to freshen up its look and stay relevant in culture. She said IHOP’s change has been an “evolution, not a revolution.”

Beth LaGuardia Cooper, chief marketing officer at Advantage, The Authority Company, added during an interview that Starbucks had subtle changes to its logo over time, which allowed it to hold the base of its identity close.

While some social media users disliked Cracker Barrel’s new branding simply because they said it lacked substance and was too “sterile” or “soulless,” others, especially conservatives, claimed the new logo leaned into “wokeness” and diversity efforts.

Cracker Barrel is widely considered a classic American restaurant chain. It began in Tennessee in 1969 and its branding evokes Southern charm and nostalgia for its consumer base.

Eric Schiffer, chairman of the firm Reputation Management Consultants, said the new branding, without the iconic “Uncle Herschel” figure, suggested to conservatives that having a white man featured on the logo was wrong or politically incorrect.

He said that pushback represents a larger trend where conservatives are feeling under attack by diversity, equity and inclusion efforts.

“I think the perspective of conservatives is, don’t ruin Cracker Barrel with the Bud Light meets Jaguar marketing playbook,” said Schiffer, adding that those brands “attempted to disrupt positively and what they did was they nuked brand sentiment and shareholder confidence.”

In November, Tata Motors-owned Jaguar Land Rover announced a rebrand that removed its “leaper” big cat imagery from its logo and changed the brand’s font. Its new promotional materials included brightly dressed models, but no cars. The brand faced significant pushback, including tens of thousands of responses on social media.

Elon Musk criticized the company on X at the time, asking Jaguar’s official account: “Do you sell cars?”

Earlier this month, Trump piped in with his insults, calling Jaguar’s ad campaign “stupid” and “seriously WOKE.”

The Telegraph reported in May that Jaguar was searching for a new advertising agency after the public backlash.

Similarly, Anheuser-Busch InBev’s Bud Light faced heavy criticism from conservatives in 2023 after a collaboration between the beer brand and social influencer Dylan Mulvaney, who is transgender.

“If you’re trying to be a tough, male-focused, football fan-oriented beer, the last thing you want to do is put the wrong spokesperson in front of the brand,” Schiffer said. “It will turn off that audience and it allows competitors to capture that market share.”

“The throughline in all of this is, don’t rip apart and disrespect audiences that brought you to the dance,” Schiffer said. “Find a way, if you’re going to want to expand, do it in a way that doesn’t cut at the core of what the brand stands for — and in the process, create cognitive dissonance and blow up market cap.”

Branding experts told CNBC that at the end of the day, people are talking about Cracker Barrel, which is a win for the company by itself.

“Everybody loves a comeback in America,” LaGuardia Cooper said. “So I would root for them to make this happen, make something good out of it.”

The Trump administration’s latest allegations of mortgage fraud have raised questions about a long-standing housing issue known as owner-occupancy mortgage fraud. But that type of fraud can be difficult to prove, experts say.

President Donald Trump announced in a Truth Social post on Monday night that he was removing Federal Reserve governor Lisa Cook. He cited allegations made by Federal Housing Finance Agency Director Bill Pulte that Cook committed mortgage fraud by claiming homes in two different states as her primary residence at the same time.

Cook’s attorney on Tuesday said Cook will file a lawsuit to challenge her removal.

“President Trump has no authority to remove Federal Reserve Governor Lisa Cook,” the lawyer, Abbe Lowell, said in a statement.

The Justice Department has also recently targeted Sen. Adam Schiff, D-Calif., and New York Attorney General Letitia James with similar mortgage fraud allegations.

Here are the key things to know about owner-occupancy mortgage fraud, according to experts.

The main reason a borrower could be motivated to claim a primary residence on a mortgage application is to get a lower interest rate for that home.

Typically, mortgages for a primary residence have lower interest rates and homeowner’s insurance costs, said Keith Gumbinger, vice president of mortgage website HSH.

Mortgage interest rates are generally 0.5% to 1% higher for investment properties than for primary homes, according to Bankrate. Homeowners also typically pay about 25% more for insurance as a landlord compared with a standard homeowners policy, according to the Insurance Information Institute.

Owner-occupied means “you’re going to live there the majority of the time,” Gumbinger said. But there are limited exceptions, including for military service, parents providing housing for a disabled adult child or children providing housing for parents, according to Fannie Mae.

If a homeowner changes primary residences, they need to inform their mortgage lender that the original property is no longer owner-occupied, Gumbinger said.

There are also federal and state tax benefits for primary residences, according to Albert Campo, a certified public accountant and president of Campo Financial Group in Manalapan, New Jersey.

For example, when an owner sells a home and makes a profit, they can take a capital gains exemption worth up to $250,000 for single filers or $500,000 for married couples filing jointly, as long as they meet certain IRS rules, including owner occupancy for two of the past five years.

For tax purposes, a homeowner can have only one primary residence at a time.

When a taxpayer owns more than one home, proving which one is the primary residence is “always based on facts and circumstances,” Campo said. For example, a primary residence is typically where an owner spends most of their time, votes, files their tax returns and receives mail, he said.

A 2023 report from the Federal Reserve Bank of Philadelphia found that more than 22,000 “fraudulent borrowers” misrepresented their owner-occupancy status, out of 584,499 loans originated from 2005 to 2017. The data was based on a subsample from more than 15 million loans originated during this period.

Typically, the fraudulent borrowers took out larger loans and had higher mortgage default rates, the authors found.

However, this type of fraud may be “difficult to detect until long after the mortgage has been originated,” the authors wrote.

“There is a difference between the court of law and the court of public opinion,” Jonathan Kanter, a law professor at Washington University in St. Louis and a former assistant attorney general, told CNBC’s “Squawk Box” last week when asked about Cook. “In the court of law, this is small ball and very difficult to prove.”

“You’d have to establish not only that she filled out the form incorrectly, but she had the specific intent to deceive, to defraud banks, as opposed to just making a mistake,” he said.

During fiscal year 2024, 38 mortgage fraud offenders were sentenced in the federal system, according to the United States Sentencing Commission’s interactive data analyzer. That number is up slightly from 34 offenders in 2023, but down from 426 offenders in 2015, the earliest date in that tool’s dataset. The U.S. Sentencing Commission data does not break out the types of mortgage fraud.