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MIT Technology Review
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How does the physical matter in our brains translate into thoughts, sensations, and emotions? It’s hard to explore that question without neurosurgery. But in a recent paper, MIT philosopher Matthias Michel, Lincoln Lab researcher Daniel Freeman, and colleagues outline a strategy for doing so with an emerging tool called transcranial focused ultrasound. This noninvasive technology…

MIT Technology Review
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Analog computing from waste heat

By Adam Zewe

Heat generated by electronic devices is usually a problem, but a team led by Giuseppe Romano, a research scientist at MIT’s Institute for Soldier Nanotechnologies, has found a way to use it for data processing that doesn’t rely on electricity. In this analog computing method, input data is encoded not as binary 1s and 0s…

MIT Technology Review
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Embedded in the body’s mucosal surfaces, proteins called lectins bind to sugars found on cell surfaces. A team led by MIT chemistry professor Laura Kiessling has found that one such protein, intelectin-2, both helps fortify the mucosal barrier and offers broad-spectrum protection against harmful bacteria found in the GI tract.  Intelectin-2 binds to a sugar…

MIT Technology Review
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A long stretch of humid heat followed by a powerful thunderstorm is a familiar weather pattern in the tropics, but it’s also becoming more common in midlatitude regions such as the US Midwest. A recent study by two MIT scientists identifies a key atmospheric condition that determines how hot, humid, and stormy such a region…

MIT Technology Review
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Recent books from the MIT community

By MIT Alumni News Staff

Priority Technologies: Ensuring US Security and Shared ProsperityEdited by Elisabeth B. Reynolds, professor of the practice of urban studies and planning and former executive director of the MIT Task Force on the Work of the Future MIT PRESS, 2026, $24.95 The Shape of Wonder: How Scientists Think, Work, and LiveBy Alan Lightman, professor of the practice…

Business Insider
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When Donald Trump said an Apple manufacturing plant had been built in Texas because of him, Apple CEO Tim Cook didn't correct him. MANDEL NGAN/AFP via Getty Images Tim Cook and Donald Trump don't seem like natural allies, at all. But Cook unlocked Trump fairly early in Trump's first term. The secret: understanding that Trump wants personal attention from rich and powerful people. Tim Cook's record is pretty clear: Under his watch, Apple didn't create a world-changing product. But it posted world-beating sales, and the stock market rewarded him for it. Cook also has other accomplishments, including one he is much less likely to boast about: He got Donald Trump on his side. We are a little bit inured to this kind of thing now. In Trump's second tenure, Big Tech CEOs and everyone else who wants favors from him — or at least wants to escape his wrath — knows how to do it. You can simply cut checks to his ballroom, or library, or his inaugural fund. You can also try selling a chunk of your company to the US. But Cook figured out how to get on Trump's good side early, during his first term. That was a notable accomplishment at a time when lots of tech bosses were actively hostile to the president. We could periodically see evidence of this with our own eyes. In 2019, for example, Cook and Trump toured an Apple plant in Texas, and Cook stood at Trump's side when Trump said Apple had opened the facility at his behest. That was not true — the plant had opened in 2013, during the Obama administration — but Cook didn't bother to correct Trump. But a lot of the Cook/Trump relationship happened behind closed doors, via frequent visits to Washington. And it all kicked off with a private phone call, Trump said on Tuesday via his Truth Social platform: He said Cook called him early in his first term, with "a fairly large problem that only I, as President, could fix." Trump doesn't explain what the problem was. But it's a pretty good assumption that it had to do with tariffs on electronics made in China. That could have been a real problem for Apple, if Trump hadn't granted it an exemption. The truly striking thing about that story, in Trump's telling, is just how flattered Trump was to get a phone call from the CEO of one of the most valuable companies in the world. "When I got the call I said, wow, it's Tim Apple (Cook!) calling, how big is that? I was very impressed with myself to have the head of Apple calling to "'kiss my ass,'" Trump wrote. It's a very telling passage. By definition, President Donald Trump is a more powerful person than Apple CEO Tim Cook. But Trump likes rich people, and Trump likes famous people, and Cook is both. And Trump was tickled that a very rich, very famous businessman would take the time to pick up the phone and call him. "That was the beginning of a long and very nice relationship," Trump continued in his post. "During my five years as President, Tim would call me, but never too much, and I would help him where I could." In Trump's second term, when CEOs have become much more public in their support for Trump, Cook has followed suit. Which is why we remember Cook handing Trump a gold-and-glass bauble in the Oval Office — a gesture meant to symbolize Apple's commitment to building things in America. We don't really know how that's going to pan out, though it seems very, very unlikely that Apple will ever comply with Trump's demand that it make iPhones in the US. But we do know that the two men are very likely to stay in touch for the next few years. Though Cook is stepping down as CEO in September, he will stick around Apple as executive chairman of its board — a job Apple specifically says will involve "engaging with policymakers around the world." Translation: More phone calls and visits to Washington, at least through the end of 2028. Read the original article on Business Insider

Ars Technica
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Silo S3 teaser hints at the wasteland's origins

By Jennifer Ouellette

"Before we can know how it will all end, we need to understand how it all began."

Business Insider
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The world's biggest airlines are canceling flights as they face jet fuel shortages and rising prices

By Lauren Edmonds,Taylor Rains,Shubhangi Goel,Pete Syme,Katherine Li

United and other airlines are cutting flights over high jet fuel costs and shortages. Justin Sullivan/Getty Images Jet fuel costs and supplies across the globe are under pressure from the US and Israeli war on Iran. 19 of the world's 20 largest airlines have cut flights in May, according to Cirium data. Airlines have largely cut routes with multiple daily flights or those with lower demand. First, the Iran war made flights more expensive. Now, it's making them disappear. All but one of the world's 20 largest airlines are reducing capacity in the coming months, according to aviation analytics firm Cirium. Its analysis found the planned global capacity for May has dropped three percentage points since early March. Cirium revised its initial prediction of 4%-6% growth this year, saying it could decline by up to 3% under some potential scenarios. The war has disrupted supply chains, trapping oil in storage facilities across the Middle East. That saw the price of Brent crude oil rocket past $100 a barrel in early March, before dipping back below that benchmark once ceasefire talks began this month. Jet fuel prices have risen even faster, doubling in price to almost $200 a barrel. And as the war drags on, jet fuel is getting harder to come by for countries that don't produce it or have limited supplies. "In Europe, we have maybe six weeks or so (of) jet fuel left," the International Energy Agency's executive director, Fatih Birol, told the Associated Press on April 16. Willie Walsh, the director general of the International Air Transport Association, an airline trade group, said the next day that "by the end of May we could start to see some cancellations in Europe for lack of jet fuel." "This is already happening in parts of Asia," he added in the statement. ⛽️✈️ There have been some reports suggesting Europe could be close to running out of jet fuel. That is not an accurate reflection of the situation. The EU has sufficient fuel supplies for airports and aircrafts for the coming period. There are currently no flight cancellations… pic.twitter.com/jFpplywa5C — Apostolos Tzitzikostas (@tzitzikostas) April 18, 2026 However, the European Union's transport commissioner, Apostolos Tzitzikostas, denied that the continent was close to running out of jet fuel. "Any cancellations announced so far by European airlines are linked to the high cost of jet fuel, not to supply shortages," he added. Several airlines have already canceled flights or grounded airplanes due to rising costs. Here's a look at some of the airlines that have already started canceling flights due to rising prices and falling supplies. European airlines Ryanair, Europe's largest airline, said it is considering reducing routes. CEO Michael O'Leary said its jet fuel supply could be at risk if the war continues during an interview with Sky News. "We don't expect any disruption until early May, but if the war continues, we do run the risk of supply disruptions in Europe in May and June," he said. KLM said on April 17 that it was canceling 80 return flights from Amsterdam's Schiphol Airport, its main base. It added that these routes were "no longer financially viable to operate" due to rising kerosene costs. The airline also clarified that there was no kerosene shortage. Lufthansa Group said in a press release on April 21 that the airline is cutting around 20,000 short-haul flights through October as it trims "unprofitable routes" and in response to surging fuel costs. The move is expected to save more than 40,000 metric tons of jet fuel, said Lufthansa. "The planned consolidation of the European network is being carried out across Lufthansa Group's six hubs in Frankfurt, Munich, Zurich, Vienna, Brussels, and Rome," said Lufthansa "Passengers will therefore continue to have access to the global route network, particularly long-haul connections," Lufthansa added. According to the press release, initial adjustments will be in place by May, and the airline expects to have a sufficient fuel supply for the coming weeks. KLM airplanes at Amsterdam Schiphol Airport. Patrick van Katwijk/Getty Images Switzerland's Edelweiss Air also said it was canceling flights to the US, due to declining demand and rising fuel prices. It will no longer fly to Denver or Seattle, and will reduce the frequency of flights to Las Vegas. A spokesperson for Scandinavian Airlines said that it would cut about 1,000 flights in April due to the surge in jet fuel costs. They added that most of the canceled flights were on short-haul routes in the Nordic region, at airports with multiple daily flights. And Aer Lingus said on April 20 that it had made adjustments to 2% of its schedule. In a statement, it said there were cancellations due to "mandatory maintenance on aircraft, along with a limited number of schedule adjustments." The Irish Independent had previously reported that over 500 flights were being cut. Asian airlines Several airlines in Asia said they would cut flights to mitigate fuel shortages and mounting costs. Vietnam Airlines suspended seven domestic flight routes beginning April 1, a local state-run newspaper reported, according to Reuters. The outlet reported that Vietnam Airlines planned to slash flight volume by 10% to 20% a month over the next financial quarter if jet fuel prices rise to $160 to $200 per barrel. Other local airlines, including Vietjet Air and Bamboo Airways, will also cut flights. AirAsia said it has cut 10% of its flights and raised fares to curb the impact of rising fuel costs. The Malaysian low-cost carrier, which flies to 25 countries, added that it would cut capacity on routes where it couldn't cover fuel costs. At a media briefing on April 6, CEO Bo Lingam said the fuel surcharge has risen up to 20%, and overall ticket prices have risen 30% to 40%. Lingam said its jet fuel had risen from $90 per barrel before the war to $200 per barrel, describing this as the airline's most serious challenge. United Airlines United Airlines CEO Scott Kirby said in a March memo to staff that the company would cut flights over the next two quarters. "In the short term, that means tactically pruning flying that's temporarily unprofitable in the face of high oil prices," Kirby said. The airline planned to cancel some off-peak flights and red-eyes. "If prices stayed at this level, it would mean an extra $11 billion in annual expense just for jet fuel," Kirby said in a message to employees posted on the company's website. "For perspective, in United's best year ever, we made less than $5B." Delta Air Lines Delta hasn't officially announced any flight cuts due to fuel prices; the oil refinery it owns in Pennsylvania has given it a buffer during the crisis. "It's not going to cover the crack entirely, but gives us a fairly significant hedge," Delta CEO Ed Bastian said at a March JP Morgan conference. Delta is cutting its seasonal Los Angeles to Anchorage route this summer, telling Business Insider that it "adjusts its schedule to align with customer demand." Alaska Airlines will be the sole operator on that route. Air New Zealand Air New Zealand said it would cut about 5% its flights, or about 1,100, at the start of May. "We're focused on consolidating flights that are off-peak flying hours, for example, or where there is an alternative that we can re-accommodate customers," CEO Nikhil Ravishankar told 1News, a local outlet, in March. Air Canada Air Canada said it will suspend certain routes starting in late May due to rising jet fuel costs. "Jet fuel prices have doubled since the start of the Iran conflict, affecting some lower profitability routes and flights which now are no longer economically feasible," the company's statement said. "Schedule adjustments including some frequency reductions are being made in response." Route suspensions will affect certain domestic Canadian, transborder, and international flights. Read the original article on Business Insider

Simon Willison Weblog
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<p>OpenAI <a href="https://openai.com/index/introducing-chatgpt-images-2-0/">released ChatGPT Images 2.0 today</a>, their latest image generation model. On <a href="https://www.youtube.com/watch?v=sWkGomJ3TLI">the livestream</a> Sam Altman said that the leap from gpt-image-1 to gpt-image-2 was equivalent to jumping from GPT-3 to GPT-5. Here's how I put it to the test.</p> <p>My prompt:</p> <blockquote> <p><code>Do a where's Waldo style image but it's where is the raccoon holding a ham radio</code></p> </blockquote> <h4 id="gpt-image-1">gpt-image-1</h4> <p>First as a baseline here's what I got from the older gpt-image-1 using ChatGPT directly:</p> <p><a href="https://static.simonwillison.net/static/2026/chatgpt-image-1-ham-radio.png"><img loading="lazy" src="https://static.simonwillison.net/static/2026/image_crop_1402x1122_w1402_q0.3.jpg" alt="There's a lot going on, but I couldn't find a raccoon." style="max-width: 100%;" /></a></p> <p>I wasn't able to spot the raccoon - I quickly realized that testing image generation models on Where's Waldo style images (Where's Wally in the UK) can be pretty frustrating!</p> <p>I tried <a href="https://claude.ai/share/bd6e9b88-29a9-420b-8ac1-3ac5cebac215">getting Claude Opus 4.7</a> with its new higher resolution inputs to solve it but it was convinced there was a raccoon it couldn't find thanks to the instruction card at the top left of the image:</p> <blockquote> <p><strong>Yes — there's at least one raccoon in the picture, but it's very well hidden</strong>. In my careful sweep through zoomed-in sections, honestly, I couldn't definitively spot a raccoon holding a ham radio. [...]</p> </blockquote> <h4 id="nano-banana-2-and-pro">Nano Banana 2 and Pro</h4> <p>Next I tried Google's Nano Banana 2, <a href="https://gemini.google.com/share/3775db96c576">via Gemini</a>:</p> <p><a href="https://static.simonwillison.net/static/2026/nano-banana-2-ham-radio.jpg"><img loading="lazy" src="https://static.simonwillison.net/static/2026/gemini-ham-radio-small.jpg" alt="Busy Where's Waldo-style illustration of a park festival with crowds of people, tents labeled &quot;FOOD &amp; DRINK&quot;, &quot;CRAFT FAIR&quot;, &quot;BOOK NOOK&quot;, &quot;MUSIC FEST&quot;, and &quot;AMATEUR RADIO CLUB - W6HAM&quot; (featuring a raccoon in a red hat at the radio table), plus a Ferris wheel, carousel, gazebo with band, pond with boats, fountain, food trucks, and striped circus tents" style="max-width: 100%;" /></a></p> <p>That one was pretty obvious, the raccoon is in the "Amateur Radio Club" booth in the center of the image!</p> <p>Claude said:</p> <blockquote> <p>Honestly, this one wasn't really hiding — he's the star of the booth. Feels like the illustrator took pity on us after that last impossible scene. The little "W6HAM" callsign pun on the booth sign is a nice touch too.</p> </blockquote> <p>I also tried Nano Banana Pro <a href="https://aistudio.google.com/app/prompts?state=%7B%22ids%22:%5B%221sGU5A7mrngkfLfSEU84xaV1DhtOTnS--%22%5D,%22action%22:%22open%22,%22userId%22:%22106366615678321494423%22,%22resourceKeys%22:%7B%7D%7D&amp;usp=sharing">in AI Studio</a> and got this, by far the worst result from any model. Not sure what went wrong here!</p> <p><a href="https://static.simonwillison.net/static/2026/nano-banana-pro-ham-radio.jpg"><img loading="lazy" src="https://static.simonwillison.net/static/2026/nano-banana-pro-ham-radio-small.jpg" alt="The raccoon is larger than everyone else, right in the middle of the image with an ugly white border around it." style="max-width: 100%;" /></a></p> <h4 id="gpt-image-2">gpt-image-2</h4> <p>With the baseline established, let's try out the new model.</p> <p>I used an updated version of my <a href="https://github.com/simonw/tools/blob/main/python/openai_image.py">openai_image.py</a> script, which is a thin wrapper around the <a href="https://github.com/openai/openai-python">OpenAI Python</a> client library. Their client library hasn't yet been updated to include <code>gpt-image-2</code> but thankfully it doesn't validate the model ID so you can use it anyway.</p> <p>Here's how I ran that:</p> <div class="highlight highlight-source-shell"><pre>OPENAI_API_KEY=<span class="pl-s"><span class="pl-pds">"</span><span class="pl-s"><span class="pl-pds">$(</span>llm keys get openai<span class="pl-pds">)</span></span><span class="pl-pds">"</span></span> \ uv run https://tools.simonwillison.net/python/openai_image.py \ -m gpt-image-2 \ <span class="pl-s"><span class="pl-pds">"</span>Do a where's Waldo style image but it's where is the raccoon holding a ham radio<span class="pl-pds">"</span></span></pre></div> <p>Here's what I got back. I don't <em>think</em> there's a raccoon in there - I couldn't spot one, and neither could Claude.</p> <p><a href="https://static.simonwillison.net/static/2026/gpt-image-2-default.png"><img loading="lazy" src="https://static.simonwillison.net/static/2026/gpt-image-2-default.jpg" alt="Lots of stuff, a ham radio booth, many many people, a lake, but maybe no raccoon?" style="max-width: 100%;" /></a></p> <p>The <a href="https://github.com/openai/openai-cookbook/blob/main/examples/multimodal/image-gen-models-prompting-guide.ipynb">OpenAI image generation cookbook</a> has been updated with notes on <code>gpt-image-2</code>, including the <code>outputQuality</code> setting and available sizes.</p> <p>I tried setting <code>outputQuality</code> to <code>high</code> and the dimensions to <code>3840x2160</code> - I believe that's the maximum - and got this - a 17MB PNG which I converted to a 5MB WEBP:</p> <div class="highlight highlight-source-shell"><pre>OPENAI_API_KEY=<span class="pl-s"><span class="pl-pds">"</span><span class="pl-s"><span class="pl-pds">$(</span>llm keys get openai<span class="pl-pds">)</span></span><span class="pl-pds">"</span></span> \ uv run <span class="pl-s"><span class="pl-pds">'</span>https://raw.githubusercontent.com/simonw/tools/refs/heads/main/python/openai_image.py<span class="pl-pds">'</span></span> \ -m gpt-image-2 <span class="pl-s"><span class="pl-pds">"</span>Do a where's Waldo style image but it's where is the raccoon holding a ham radio<span class="pl-pds">"</span></span> \ --quality high --size 3840x2160</pre></div> <p><a href="https://static.simonwillison.net/static/2026/image-fc93bd-q100.webp"><img loading="lazy" src="https://static.simonwillison.net/static/2026/image-fc93bd-q100.jpg" alt="Big complex image, lots of detail, good wording, there is indeed a raccoon with a ham radio." style="max-width: 100%;" /></a></p> <p>That's pretty great! There's a raccoon with a ham radio in there (bottom left, quite easy to spot).</p> <p>The image used 13,342 output tokens, which are charged at $30/million so a total cost of around <a href="https://www.llm-prices.com/#ot=13342&amp;ic=5&amp;cic=1.25&amp;oc=10&amp;sel=gpt-image-2-image">40 cents</a>.</p> <h4 id="takeaways">Takeaways</h4> <p>I think this new ChatGPT image generation model takes the crown from Gemini, at least for the moment.</p> <p>Where's Waldo style images are an infuriating and somewhat foolish way to test these models, but they do help illustrate how good they are getting at complex illustrations combining both text and details.</p> <h4 id="update-asking-models-to-solve-this-is-risky">Update: asking models to solve this is risky</h4> <p>rizaco <a href="https://news.ycombinator.com/item?id=47852835#47853561">on Hacker News</a> asked ChatGPT to draw a red circle around the raccoon in one of the images in which I had failed to find one. Here's an animated mix of their result and the original image:</p> <p><img loading="lazy" src="https://static.simonwillison.net/static/2026/ham-radio-cheat.gif" alt="The circle appears around a raccoon with a ham radio who is definitely not there in the original image!" style="max-width: 100%;" /></p> <p>Looks like we definitely can't trust these models to usefully solve their own puzzles!</p> <p>Tags: <a href="https://simonwillison.net/tags/ai">ai</a>, <a href="https://simonwillison.net/tags/openai">openai</a>, <a href="https://simonwillison.net/tags/generative-ai">generative-ai</a>, <a href="https://simonwillison.net/tags/chatgpt">chatgpt</a>, <a href="https://simonwillison.net/tags/llms">llms</a>, <a href="https://simonwillison.net/tags/text-to-image">text-to-image</a>, <a href="https://simonwillison.net/tags/llm-release">llm-release</a>, <a href="https://simonwillison.net/tags/nano-banana">nano-banana</a></p>

Product Hunt
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VibeAround

By Jazzen Chen

Discussion | Link

Business Insider
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Skye Amundsen is the cofounder and CEO of hope&plum. Jared Soares for BI Skye Amundsen cofounded a baby carrier company to create more size-inclusive options. The company relies on personal storytelling for authentic marketing and customer trust. Its growth has brought challenges with meeting demand and funding. This as-told-to essay is based on a conversation with Skye Amundsen, cofounder and CEO of hope&plum. It has been edited for length and clarity. I got into babywearing — the practice of wearing your child with a wrap, sling, or carrier — thanks to my friend Mallory Mascoli. We loved it, but constantly complained about the industry: plus-size options were nearly impossible to find, and the ones that existed were uncomfortable or sold out immediately. Finally, one day I messaged Mallory and said, "I'm tired of this! I want to start my own company." She said, "You do that, I'll buy from you." To which I replied, "No, you're not understanding — I want to do it with you." Hope&plum is preparing to move into a 19,000-square-foot warehouse. Jenn Ackerman for BI So we launched hope&plum as a passion project in 2018. Nearly eight years later, it's a seven-figure business supporting both of us full-time, plus a team of over 30 employees, and two local manufacturing teams in Minneapolis. We grew revenue by 2,200% between 2022 — when I left corporate law to focus on the brand — and 2025, and are preparing to move into a 19,000-square-foot warehouse to keep up with demand. Authenticity was our biggest marketing strategy Organic marketing has always been our strongest growth driver. Our first customers came from posting in a 300-member mom group we were a part of. We grew by word of mouth pretty fast, thanks to a tight-knit babywearing community, where local babywearing groups in most major cities and online groups are highly interactive and involved in updates within the space. We would also reach out cold to large influencers to see if they wanted to try our product, focusing on building a relationship rather than making it feel transactional. We weren't tracking attribution rigorously at the time, but we could see direct spikes in traffic and sales following posts. Hope&plum's first customers came from posting in a 300-member online mom group. Jared Soares for BI When it comes to our social content, we've always been focused on authenticity. When I became a mom in 2017, Instagram was full of perfectly curated pictures, and most brands leaned into that. Instead, Mallory and I would post content covered in breast milk, nursing our children in our carriers. I'd talk about my miscarriages and how difficult it is being a working mother. Even our paid media focuses on making people laugh, cry, or feel like they learned something, rather than just selling our product. All of that helped our customers see themselves in us, building connections and trust. We had to rethink our own biases to build our most popular product When we first started, we were very against buckle carriers and decided to focus on getting everyone to embrace other forms of babywearing, like ring slings and baby wraps. But customers kept asking for a buckle carrier, so we asked ourselves why we hadn't created one. The company's first buckle carrier sold out within two days of launch. Jared Soares for BI It all came back to our original problem: As larger-bodied people, we could never find a comfortable buckle option. We figured we couldn't be the only people with these pain points, so we spent a solid year developing something better. That decision is when our growth exploded. Thanks to the trust we had already built, there was excitement around us about launching a buckle carrier. When we launched the product in November 2023, our first run sold out within two days. When we launched a smaller newborn buckle carrier in February of this year, it sold out in under 24 hours and has sold out multiple times since then, with each sellout generating a waitlist that fed the restock. That waitlist has become one of our clearest indicators of demand. It's exciting to sell out, but it's also frustrating to customers. You can't just magically make more product the next day, especially when you manufacture ethically as we do. That's an ongoing battle with scaling: trying to guess what the customer wants and how much to produce. I massively undershot with our newborn buckle carrier and am still playing catch-up. At first, Amundsen used her bonus from work to fund hope&plum's growth. Jared Soares for BI As exciting as rapid growth is, it has its challenges People look at our growth and think we must be rich, but we've bootstrapped this business from the start, and most of what we make goes right back into the company. When you have a product-based business like ours, you have to fund your growth before it happens. At the beginning, I made a $7,000 financial investment from a bonus I got at work, and we reinvested everything we earned. There were days when our bank account was down to $10, and it took us about three years to see enough profit to pay ourselves. Over the years, we've had to expand into larger spaces before we felt financially ready, including today as we put half a million dollars into renovating the new warehouse we just purchased. Amundsen said they invested half a million dollars into renovating their new warehouse. Jenn Ackermen for BI It's really hard to double in size every year for four years. Right now, I'm grappling with how we keep it sustainable for our team and us. I told Mallory that I want to pull back on projections for next year, which sounds wild to say as a founder. But after four years of explosive growth, I want next year to bring slower, steadier growth. Read the original article on Business Insider

Business Insider
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Ulta Beauty is using AI to scale personalization in its marketing, said Rachel Thornton, CMO at Adobe Enterprise. David Paul Morris/Bloomberg via Getty Images In a video interview with CMO Insider, Rachel Thornton, CMO of Adobe's enterprise business, spoke about how AI is driving experimentation. Ulta, an Adobe customer, is using AI to create a more personal connection with customers. Adobe's customer events help Thornton think of ways to innovate its products. Artificial intelligence creates "a culture of experimentation," and gives marketers the power to quickly scale the innovative and creative work they do, said Rachel Thornton, chief marketing officer of Adobe's enterprise business, in a video interview for CMO Insider. A major benefit is optimized personalization. Thornton said one of its customers, the beauty retailer Ulta, is using AI to analyze customer data. AI can help pinpoint the specific customer preferences and market to a "segment of one," creating a more personal relationship with the brand, she said. "It's a one-on-one relationship and is building that experience and that journey right around that customer," she said. Thornton was interviewed at Business Insider's studio in New York. The following transcript has been edited for clarity. It's been exciting to see how the marketing team uses AI to foster a culture of experimentation. AI can really help you with understanding customer insights: What is the data telling us? How do we use things like the Adobe Audience Agent to help us find new audiences? How are we using our GenStudio performance-marketing product to scale our paid media efforts? But it really is about how you embrace it and how you experiment with AI. It's making sure that you're keeping the marketer, the creative, at the center of the conversation, but then taking all the great innovative work they're doing and scaling it. AI gives you that power. AI is enabling Ulta to personalize the customer journey Ulta Beauty is using AI to think about personalization and also about building a great customer journey. Previously, customers would have thought about the demographics and what demographic group their customer would fit into. Now, with AI, you can really understand, based on your customer data, preferences, what they're buying, how they're engaging, what they're returning across stores, applications, and online. Ulta can now see the entire customer journey. They can say, hey, I don't have to market based on a demographic, I can market based on a segment of one. I can build a profile for an individual, understand what they want, and then really bring it to them so that they feel like that customer, and that relationship they have with that brand, is a personal relationship. It's a one-on-one relationship, and it's really bringing them exactly what they need and building that experience and journey around that customer. So, whether it's creative products, marketing products, or segmentations, with our Adobe GenStudio product, you can think about creating assets for an amazing brand campaign, but then scaling it across multiple channels, even across multiple languages. Then, thinking about your data platform — how you understand all of your customer data, what customers are doing, what you are seeing in terms of customer insights — it's about bringing those insights to life to really feed that customer journey. Celebrating creativity through customer events At Adobe, we have a motto: We want to empower everyone to create. And I think that is so powerful because we believe and we see this in our customers. Everyone is creative at heart. How do we help you bring that creativity to life? Whether you're a creative pro, whether you're a marketer, whether you're an influencer, or whether you're just looking to create great videos or great content, there are so many tools across our history, across our platform that customers are using every day and experiencing every day, and they love them. In October 2025, we held our Adobe Max event in Los Angeles, where thousands of people came together to really learn and share with one another. We have our marketing-centric event, Adobe Summit, happening in Las Vegas in April. It's so exciting to have all these customers come together not only share with each other, but also to share with Adobe what they love about their products. Listening to customers, taking their input, and really understanding what they love is how we build great products and innovate. And having such passionate customers and fans, it's completely innovating. You get up every day and think, 'How do I make these tools even better for all of the customers that use them?' AI fuels exploration at home, and beyond I love AI from an exploratory point of view. So, I travel a lot and bake a lot, and it's actually great. I do recipe research and also iterate, like, what if I tweaked this about a recipe? So that's a lot of fun. It's like I have sort of a mini chef with me in the kitchen. And then of course, when I'm traveling, it's useful to be able to come up with highly customized itineraries and ideas, and even menu planning. That's what I've loved it for. Read the original article on Business Insider

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Meta CEO Mark Zuckerberg. Bloomberg/Getty Images Meta launched internal AI software that tracks US employees' keystrokes. Many employees reacted negatively to Meta's new AI tool, questioning its privacy practices. Meta said its AI tool has privacy safeguards and is limited to work apps. Meta is installing new software on its US employees' computers that will track their keystrokes and mouse movements to train its AI, and it's sparking backlash within the company, according to internal communications obtained by Business Insider. Business Insider obtained the full internal announcement about the launch of the new AI training program. The post says that the software helps AI models improve how humans actually use computers, such as using keyboard shortcuts and choosing from dropdown menus. Reuters first reported on the new tracking software. "For agents to understand how people actually complete everyday tasks using computers, we need to train our models on real examples," the post said. "This makes me super uncomfortable. How do we opt out?" was the top-rated comment in response to the internal announcement, according to a post on Meta's internal workplace communications site seen by Business Insider. The "angry-face" emoji was the most common reaction to the original announcement. Meta CTO Andrew Bosworth responded in the thread that "there is no option to opt out of this on your work provided laptop." This comment received a mix of crying, shocked, and angry-face emojis. "There are safeguards in place to protect sensitive content, and the data is not used for any other purpose," a Meta spokesperson told Business Insider. Across the company, Meta has been going all-in internally on AI, forming a Meta Superintelligence Labs unit last year, launching AI Weeks, and reorganizing staff into "AI pods." While employees can't opt out of the tracking software program, Meta employees' work on their work devices has long been monitored, and staff are informed of that when they sign on, so the new program is more an extension of existing rules than a brand-new policy shift, according to a person familiar with the matter. The post says the software is limited to a list of commonly used work applications, like Gmail, GChat, and Metamate, an AI assistant for employees. It also says it only applies to computers, not to employees' phones. Read the full internal announcement obtained by Business Insider below: As Mark and Alexandr recently shared, our launch of Muse Spark is the first in a series of new large language models from MSU. We're on a really strong trajectory with our models and one of the ways we can accelerate our path is by tapping into our own work day to day. While AI models excel at research and technical skills like coding, they still lack some of the basic ways that humans use computers like choosing from dropdowns and keyboard shortcuts. For agents to understand how people actually complete everyday tasks using computers, we need to train our models on real examples. This is where all Meta employees can help our models get better simply by doing their daily work. Starting today, we're rolling out a tool for US-based FTEs and Contingent Workers that captures computer inputs like mouse movements, click locations and keystrokes as well as screen content for context. Scope is limited to a pre-approved list of work-related applications and URLs, like Gmail, GChat, Metamate, and VSCode. US-based employees will see a pop-up with instructions to enable the tool called Model Capability Initiative (MCI). This only applies to your computer and not your phone. To learn more about how the tool works including privacy safeguards, check out the wiki and FAQs. Have a tip? Contact Charles Rollet via email at crollet@businessinsider.com or on Signal and WhatsApp at 628-282-2811. Use a personal email address, a nonwork WiFi network, and a nonwork device; here's our guide to sharing information securely. Read the original article on Business Insider