The 10 Best PPC Ad Networks via @sejournal, @LisaRocksSEM

Choosing the right pay-per-click (PPC) ad network is a core strategy impacting the success of your advertising program.

Each network reaches distinct audiences, offers different ad formats, and suits different campaign objectives, from capturing high-intent search demand to driving awareness through video and social feeds. With AI-powered automation now embedded across most major platforms, understanding what each network does well (and where it falls short) matters more than ever.

In this article, we compare 10 of the leading PPC ad networks available today, covering each platform’s reach, audience demographics, ad formats, unique features, AI integration, and advertiser best fit to help you decide where to invest your budget.

Note: While we refer to the following as “PPC” ad networks, each offers multiple pricing options for pay-per-click, impressions, video views, or conversions. We are exploring popular paid media ads.

1. Google Ads 

Google Ads is the most popular ad network due to the immense reach of its ads and its broad range of users. As the world’s leading search engine, Google offers a variety of opportunities for advertisers.

It uses search and the power of the websites on the Google Display Network (GDN), which consists of more than 2 million websites, videos, and apps on which display ads can appear.

Audience targeting on the display network is commonly used for brand awareness, retargeting, and top-of-funnel lead generation.

Both search and display campaigns allow demographic targeting by age, gender, parental status, and household income.

Adding in demographic targeting narrows the available reach for ads, but makes the targeting more relevant.

  • Reach: Largest PPC network with billions of daily searches and extensive reach through Google Search, YouTube, Discover, Maps, and the Google Display Network.
  • Demographics: Broad and diverse, all-age groups, genders, and interests globally.
  • Ad Formats: Text ads, Responsive ads, Image ads, App Promotion ads, Video ads, Product Shopping ads, and Call-only ads.
  • Unique Features: Extensive reach through Google Search, YouTube, and Google Display Network, robust targeting and analytics, deep AI integration, and optimizations.
  • AI Integration: Unified machine learning powers Smart Bidding, Performance Max automation, real-time auction optimization, and AI Max for Search across Google properties.
  • Advertiser best fit: Best for reaching a broad audience with high-intent traffic, flexible targeting, and detailed performance insights.
Screenshot by author, February 2026

2. Microsoft Ads

Bing comes in as the second-largest search engine worldwide, behind Google. Despite being in second place, it has an impressive 23.36 billion monthly PC searches on the Bing search engine.

The Microsoft Audience Network serves display and native ads. You’ll find remarketing, in-market, customer match, similar audiences, LinkedIn audiences, and more opportunities in the Microsoft Audience Network.

Through its partnership with Yahoo, Microsoft Advertising powers search ads across Bing, Yahoo, and other syndicated partners. Its search network also extends to Microsoft-owned properties such as Edge, Windows, and Ouredtlook, and it supports LinkedIn-based audience targeting, including company, industry, and job function data. Bing also powers web results for some voice assistants.

Microsoft Ads offers advertisers campaign import capabilities from Google Ads, simplifying the process of getting started and managing campaigns across platforms while maintaining consistency.

  • Reach: Significant volume through Bing, Yahoo and AOL search engines, reaching users across Microsoft-owned and partner properties.
  • Demographics: Microsoft Advertising reports a broad search audience, with a large share of users (73%) under 45 and a relatively balanced gender split. According to Microsoft, over one-third of users hold a college degree, more than one-third fall into the top household income quartile, and many are part of family households.
  • Ad Formats: App Install ads, Expanded Text ads, Dynamic Search ads, Microsoft Advertising in Bing Smart Search, Audience ads, Multimedia ads, Product ads, Responsive Search ads, and Vertical ads.
  • Unique Features: Integration with Bing, Yahoo, and AOL, competitive cost-per-click rates, and LinkedIn profile targeting.
  • AI Integration: Machine learning supports automated bidding, audience expansion, and delivery optimization across Search and the Microsoft Audience Network, with Copilot assisting campaign creation and optimization workflows.
  • Advertiser best fit: Advertisers targeting working professionals and household decision-makers, including families with higher disposable income. Performs well for B2B, services, and considered purchases, especially in desktop-first environments and Microsoft-owned products.
Screenshot by author, February 2026

3. Meta Ads

Meta Ads allows businesses to reach highly targeted audiences across Facebook and Instagram, using large-scale engagement and intent signals to support precise ad delivery. The platform has increasingly shifted away from manual targeting toward automation that optimizes delivery based on user behavior and conversion likelihood.

Audience targeting includes demographics, interests, behaviors, and engagement signals. Meta supports retargeting through on-platform activity and off-site actions using the Meta Pixel and customer list uploads.

  • Reach: Meta’s advertising ecosystem spans Facebook, Instagram, Messenger, and WhatsApp. Facebook alone reports over 3.07 billion monthly active users, while Instagram reports around 3 billion monthly active users, offering large-scale reach across Meta’s platforms.
  • Demographics: According to DataReportal, Facebook’s ad audience includes 2.28 billion people globally. The analysis suggests that the average age of Facebook users in 2025 falls between 25 and 34 years old, with male users aged 25-34 representing the largest share of active Facebook users during that period.
  • Ad Formats: Image ads, Video ads, Carousel ads, Collection ads, Stories ads, and Ads in Explore.
  • Unique Features: Broad placement coverage across Meta properties, creative flexibility designed for mobile-first environments, and automation through Advantage+ Shopping and campaign optimization tools.
  • AI Integration: Machine learning powers Advantage+ automation, optimizing audience expansion, placements, budget allocation, and creative delivery in real time across Meta properties.
  • Advertiser Best Fit: Well-suited for ecommerce, direct-to-consumer, and brand-led advertisers seeking scale through short-form video and feed-based experiences, particularly for upper- and mid-funnel demand creation.
Screenshot by author, February 2026

4. LinkedIn Ads

LinkedIn reports that over 1.2 billion professionals use LinkedIn (including 98% of Fortune 500 CEOs) and that 78% of B2B leaders say that “demonstrating ROI is more critical now than ever before.”

LinkedIn reports that 75% of B2B buyers use social media to make purchasing decisions, with 50% using LinkedIn as a trusted source in that process. This provides advertisers with access to a verified professional audience that possesses twice the average web audience’s buying power.

  • Reach: Global network of professionals across nearly every industry, company size, and seniority level, with strong penetration among decision-makers and influencers.
  • Demographics: Primarily professional audiences, including business decision-makers.
  • Ad Formats: Sponsored Content, Sponsored Messaging, Lead Gen Forms, and Text and Dynamic ads.
  • Unique Features: Professional targeting by job title, company, industry, seniority, and skills, along with native lead generation and account-based marketing capabilities.
  • AI Integration: Machine learning supports automated bidding, audience expansion, and delivery optimization, with AI-driven relevance scoring and performance prediction across Sponsored Content and Lead Gen campaigns.
  • Advertiser Best Fit: Best suited for B2B marketers focused on lead generation, account-based marketing, and reaching verified decision-makers for high-consideration products and services.
Screenshot by author, February 2026

5. TikTok Ads

TikTok has quickly become one of the most influential social media platforms, particularly among younger audiences. The short-form video app has reshaped how users discover content and has created new opportunities for brands to reach audiences through immersive, entertainment-driven ads.

With its emphasis on creativity, trends, and algorithmic discovery, TikTok offers advertisers a paid ads platform built around engagement rather than explicit intent.

  • Volume: Over 1.6 billion monthly active users worldwide.
  • Demographics: Skews younger, with a strong concentration among Gen Z and Millennials, and a highly engaged, diverse global user base. According to the Pew Research Center, TikTok usage is especially high among younger adults in the United States, with roughly half of 18- to 29-year-olds using the platform daily.
  • Ad Formats: In-Feed ads, TopView, Branded Mission, Spark Ads, and Promote.
  • Unique Features: Algorithm-driven content discovery, trend-based ad formats, and native short-form video experiences designed for mobile engagement.
  • AI Integration: Machine learning drives content recommendation, ad delivery, automated bidding, and Smart Performance Campaigns, optimizing ads based on engagement and conversion signals.
  • Advertiser Best Fit: Best suited for brands targeting Gen Z and Millennials through awareness and demand creation, especially those able to lean into short-form video, trends, and creator-style creative.
Screenshot by author, February 2026

6. Amazon Advertising

Amazon Advertising is a powerful paid ads platform for ecommerce and retail brands that leverages Amazon’s massive shopping ecosystem. It reaches consumers at the point of purchase, making it especially effective for driving direct sales and product visibility.

  • Volume: Amazon reported $213.4 billion in net sales in Q4 2025, indicating substantial ecommerce transaction volume. This provides advertisers with access to high-intent shoppers actively researching and comparing products.
  • Demographics: Gen Z is a key demographic for the platform.
  • Ad Formats: Sponsored Products, Sponsored Brands, Brand Stores, Amazon Live, Video and Audio ads, Display ads, Out-of-home ads, and Device ads.
  • Unique Features: Product and keyword-based targeting tied directly to shopping behavior, with ads appearing alongside search results, product detail pages, and related placements.
  • AI Integration: Machine learning powers automated bidding, shopper relevance modeling, and performance optimization, adjusting bids and delivery in real time based on conversion likelihood and purchase signals.
  • Advertiser Best Fit: Ideal for ecommerce and retail advertisers focused on driving direct sales, particularly brands with established product listings seeking to capture high-intent shoppers close to purchase.
Screenshot by author, February 2026

7. X Ads (Formerly Twitter Ads)

X Ads provides advertisers with opportunities to reach users through its real-time social platform, which is heavily centered around news, live events, and cultural conversations.

Campaigns on X are structured around objectives such as awareness, consideration, and conversions, and ads are delivered across both desktop and mobile environments. Targeting includes demographics and audiences, even with the option to target conversion topics.

Promoted ads are highly flexible, supporting combinations of text, images, video, and carousels, with optional calls to action such as app installs or website clicks embedded directly within the ad creative.

  • Volume: 561 million monthly active users globally.
  • Demographics: As of February 2025, X’s global audience skews younger, with 37.5% aged 25-34 and 32.1% aged 18-24.
  • Ad Formats: Promoted Ads, Vertical Video Ads, X Amplify, X Takeovers, X Live, Dynamic Product Ads, Collection Ads, and X Ad Features.
  • Unique Features: Real-time conversation targeting, trend-based placements, and the ability to promote posts, accounts, and events as they happen.
  • AI Integration: Machine learning supports automated bidding, interest and conversation targeting, and delivery optimization to align ads with real-time engagement signals and trending topics.
  • Advertiser Best Fit: Best suited for brands promoting timely content, live events, launches, and cultural moments, where real-time visibility and conversation-driven engagement are critical.
Screenshot by author, February 2026

8. Pinterest Ads

Pinterest is a visual discovery platform where users actively search for inspiration, ideas, and products. Unlike traditional social networks, Pinterest users often arrive with planning and purchase intent, making it a strong environment for discovery-driven advertising.

Pinterest is a strong performer for lifestyle and planning-focused brands, with success stories from advertisers in home decor, fashion, beauty, and food.

  • Volume: Over 600 million monthly active users worldwide.
  • Demographics: Pinterest’s audience is 70% female, with strong representation among 18-44 year-olds and a growing Gen Z segment, which now makes up 42% of users.
  • Ad Formats: Standard Image ad, Quiz ad, Showcase ad, Premiere Spotlight, Idea ad, Collections, Carousel ad, Max-width Video ad, and Standard Video ad.
  • Unique Features: Visual search and discovery, intent-driven browsing, and native shopping integrations that surface products during inspiration and planning moments.
  • AI Integration: Machine learning powers personalized recommendations, automated bidding, and shopping relevance, matching ads to user interests based on search, save, and engagement behavior.
  • Advertiser Best Fit: Well-suited for brands in lifestyle, retail, and ecommerce categories looking to influence consideration and purchase through visual inspiration and discovery.
Screenshot by author, February 2026

9. Reddit Ads

Reddit Ads allows advertisers to reach highly engaged audiences within over 100,000 topic-specific communities where users actively discuss interests, problems, and purchasing decisions. With subreddits covering nearly every industry and niche, Reddit offers a context-driven environment that is fundamentally different from traditional social platforms.

Rather than passive scrolling, Reddit users participate in conversations, making the platform especially valuable for brands that want to align messaging with authentic discussions and intent signals.

  • Volume: 116 million daily active unique visitors across thousands of interest-based communities.
  • Demographics: Reddit’s audience skews younger, with the majority of users aged 18-34. According to Pew Research, adults under 30 are among the platform’s most active users, and its audience is known for strong interest in tech and niche communities. 
  • Ad Formats: Free-form ads, Image ads, Video ads, Carousel ads, Conversation ads, Product ads, and AMA.
  • Unique Features: Community-based targeting through subreddits, keyword and interest targeting, and placements that blend into discussion feeds.
  • AI Integration: Machine learning supports automated bidding, contextual ad placement, and delivery optimization by aligning ads with relevant conversations, topics, and engagement patterns.
  • Advertiser Best Fit: Best suited for brands seeking awareness, consideration, and engagement within specific interest communities, particularly for products or services that benefit from education, discussion, or social proof.
Screenshot by author, February 2026

10. Apple Search Ads

Apple Search Ads allows advertisers to promote apps directly within the App Store, reaching users at the moment they are actively searching for and discovering new apps. The platform is built around high-intent queries, making it especially effective for driving app installs and user acquisition on iOS devices.

Because ads appear natively within App Store search results, Apple Search Ads offers a brand-safe environment with clear user intent and strong performance for mobile-first advertisers.

  • Volume: Global reach across the App Store, with 800 million weekly visitors searching for apps across iOS devices.
  • Demographics: iOS users span a broad age range. Apple’s platform policies prevent targeting users under 18, and advertisers often associate iOS users with high mobile engagement and above-average purchasing power.
  • Ad Formats: Today Tab ads, Search Tab ads, Search Results ads,  and Product Pages ads.
  • Unique Features: Native App Store placements, keyword-based targeting, and direct integration with app metadata and search behavior.
  • AI Integration: Machine learning supports automated bidding, relevance matching, and Search Match, which uses AI to align ads with relevant search queries based on app metadata and user intent signals.
  • Advertiser Best Fit: Ideal for app developers and mobile advertisers focused on driving high-quality installs, subscriptions, or in-app actions within the iOS ecosystem.
Screenshot by author, February 2026

Choosing The Best Ad Platforms For Your Business

Choosing the right paid advertising platforms directly impacts business growth. Each of these PPC ad networks we’ve explored in this article offers unique audiences, ad features, and opportunities to engage with your audience across the web. The key is understanding where your audience shows intent, how they engage with content, and what influences their decisions at each stage of the funnel.

The right choice for your business will depend on your business type, target audience, and marketing goals. Some platforms excel at capturing high-intent demand, while others are better suited for discovery, consideration, or demand creation.

As you evaluate your options, focus on matching platforms to user behavior, campaign objectives, and the level of automation you are prepared to manage. Once campaigns are live, ongoing optimization based on performance data is what drives long-term success.

More Resources:


Featured Image: Darko 1981/Shutterstock

New Platforms Won’t Save Social Media: Here’s What’s Actually Shifting via @sejournal, @rio_seo

Today, trust in popular platforms is diminishing, organic reach is haphazard and hard to predict, and user behavior is growing more difficult to discern than ever before. At the same time, a steady stream of “new” social platforms are entering the game, promising to fix what’s broken and usher in the most qualified audience for your unique business.

Yet despite these claims, most of these new platforms won’t erase social media’s common challenges. The problem with social media isn’t that we need more platforms or a better one. The main issue lies in the underlying model, which was historically attention-driven and algorithmically mediated.

The future of social media won’t be a breakthrough app or a surprising new feature. Social media will develop around how, where, and why people connect, shaped by fragmentation and AI acting as an intermediary. In this post, we will dive deeper into why the current social media model is eroding and what the future of social might look like to help you address your strategy for 2026.

The Cracks In Today’s Social Media Model

User dissatisfaction is loud and real. Scrolling is faster. Attention is thinner. Comment sections are either dead quiet or strangely hostile. And a lot of users seem to be treating social less like a place to connect and more like something to get through.

For brands, the frustration is different but just as real. Platforms still push the same headline numbers (views, likes, engagement rate) because they’re easy to show and easy to celebrate. But those numbers don’t always line up with what your business actually needs.

If you can’t tie social activity to outcomes that matter (leads, purchases, appointments, store visits, whatever “success” is for you), you end up in a familiar loop: posting, boosting, reporting, and still not being able to answer the hard question, did this do anything?

Creators and social teams are stuck in the churn, too. The expectation now is constant output, and audiences are feeling inundated and overwhelmed by the sheer volume of content out there, potentially tuning out messages that would resonate with them otherwise.

Then, there’s trust. A lot of users simply don’t believe what they see on social media anymore. Moderation feels inconsistent. Rule changes are vague. Algorithms shift without warning. Misinformation spreads fast, and platform responses often look like cleanup crews arriving after the fire’s already moved on. That wears people down. And once that skepticism sets in, it’s hard to win back. A recent study found that 41% of U.S. adults do not trust information posted on social media very often, and 16% don’t trust it at all. Moderation policies aren’t perceived as strong or transparent.

From a business perspective, the aforementioned challenges compound:

Solving these problems is going to take more than introducing a new social media platform. A new user interface wouldn’t suffice either, nor would ramping up your posting schedule. These challenges are rooted much deeper. The inherent issues are how social media platforms have been built and ways in which they’re monetizing.

Why “New Platforms” Keep Promising The Same Fix

When users are loud enough to voice their dissatisfaction, it catches attention. We see the same familiar song and dance: A new platform emerges promising to fix the issues consumers are most frustrated by. There are promises of chronological feeds, fewer ads, more moderation, and healthier discourse.

While these promises sound great in theory, history shows that most platforms struggle to make these promises become a reality in the long term. As they scale, so too do the inherent issues that continue to plague social media.

The truth is, growth requires monetization. However, monetization equals ads and incentives that favor engagement over nuance. The same issues come to light, just under a different brand name.

This doesn’t mean new platforms aren’t worth checking out; in fact, some will likely find sustainable niches. However, new platforms should veer away from making bold proclamations of fixing social media’s most common issues. If we see these claims, we should know they’re likely overstated and unlikely to come to fruition.

A certain level of skepticism must persist. New and emerging platforms like Tangle have the best intentions in mind; however, the economic reality of running a financially successful social media platform won’t exist without some sort of monetization play.

The Real Shift: From Social Platforms To Social Surfaces

Social interaction doesn’t just take place on posts and traditional feeds. Users are discovering brands for the first time through social media. Deep conversations are taking place on diverse platforms. Influencing is occurring beyond just Instagram:

  • TikTok is more than a platform for watching viral videos. Nearly half (43%) of adults under the age of 30 regularly their news from TikTok.
  • Reddit search traffic has continued to drastically rise, reaching 1.1 billion visits in February 2026, cementing its growing dominance in the social media landscape.
  • Discord, subreddits, private and public Facebook groups, and more are becoming a trusted resource for product recommendations, businesses to work with, and who or what is most credible.
  • 89% of shoppers say YouTube has the best information about products and brands, making it a primary sales enabler.

Social media is no longer just an outlet for expressing our innermost personal thoughts. Over the next few years, social media will likely become a predominant forum where people turn to in the decision-making phase of the sales journey, where they’re seeking input from others before they make a purchase.

The recent Google experimentation to include social media channel insights in Google Search Console supports this train of thought, highlighting that even Google is paying attention to social performance and how it drives discovery.

AI Is Becoming The New Social Layer

In the future, we can expect to see AI summarizing conversations (similar to how AI Overviews in Google shares the most relevant information at the top of the SERPs for most queries), highlighting trends, and shaping how information is presented as well as consumed.

Instead of scrolling through comments to ascertain common themes and opinions, users will encounter (and are already beginning to encounter) synthesized versions of what people are saying. Pertinent information is being easily surfaced with “Here’s what people are saying” and “Here are key themes.”

This new AI layer in social media will have both benefits and drawbacks. On the positive side, information is easily presented without having to dig through thousands of comments. On the other hand, the gap widens between human discourse, with people missing unpopular or uncommon opinions. In turn, nuance can be lost, and divergent perspectives don’t get the attention they might deserve. When algorithms have such a heavy hand in deciding what matters, differing perspectives can get lost in the shuffle.

AI in social media will evolve, deciding how social signals are interpreted, what information gets surfaced, and whose voice will be the loudest.

What Social Media Could Look Like In 3-5 Years

On the surface, social media won’t look entirely different in the future. We’ll still see the same familiar feeds and formats; however, the behind-the-scenes will likely look different. Without making single-point predictions, it’s more helpful to think of possible scenarios that may arise.

Scenario One: Fragmented, Purpose-Built Networks

The future won’t belong to one or two social media platforms. We will start to see smaller ones that are better suited for specific behaviors, and users will begin to diversify their social media usage. These platforms may be focused on local discovery, professional learning, strictly commerce, or creator-audience relationships. The big-name platforms will still be there and will still be used; these more niche platforms will simply coexist with them.

Scenario Two: AI-Mediated Social Experiences

Feeds will highlight the most important information first, in the form of summaries and recommendations. Users will see highlights and takeaways from conversations, without the need to scan and scroll through hundreds of comments. AI will interpret data and signals on our behalf, based on our behavior and interests. Our feeds will be curated to align with our tastes, surfacing more relevant and timely information.

Scenario Three: Social Without The Social App

Social encounters won’t be limited to traditional social media platforms. Users will be able to interact with others through search, maps, commerce, productivity tools, and more. The validation phase of the sales journey will happen where decisions are actively being made, without the need to navigate to other platforms to read reviews or connect with previous purchases.

It’s important to note that each of the aforementioned scenarios eliminates the need and desire for social media platforms. They simply redistribute the use and where it’s going to take place.

What This Means For Marketers

The old social media playbook is out. A mindset change is a must for social media marketers. Jumping on the latest and greatest platform doesn’t guarantee results. Understanding consumer behavior and how social signals contribute to decision-making is paramount. Showing up credibly and authentically in decision-making moments is the true driver of meaningful positive change in the social game.

For marketers, this means you should:

  • Prioritize creating relevant content over reaching more eyes.
  • Invest in trust signals such as responding to both positive and negative reviews, actively engaging in online communities, and showcasing your expertise and authority digitally.
  • Measure the mark you’re making beyond likes and impressions. Start to think about how consideration, validation, and action can be measured, too.
  • Ditch the hitting an arbitrary post goal train of thought. Instead, craft meaningful messages to delight and inform your target audience.
  • Foster a participation mentality; be proactive and join the conversation when and where you can.

Bottom Line: Social Media Is Being Rewritten By Behavior, Not Platforms

Social media isn’t going away any time soon. But the rules are being rewritten behind the scenes. AI is taking over, and it has no plans of slowing down.

Social is no longer just limited to a platform; it’s migrating into search results, AI summaries, niche communities, and more. It doesn’t always look or feel like traditional social media. It certainly doesn’t operate that way, given the AI evolution.

Brands chasing the promise of the next new platform won’t win. It will be those that adapt to changes in consumer behavior: showing up where consumers are engaging and actively seeking information to validate their decisions. Winning brands will understand how and why people connect, what it takes to earn their trust, and where influence happens in the customer journey.

The next era of social media is already happening, quietly unfolding behind the scenes with every click, search, and behavior change.

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Featured Image: Collagery/Shutterstock

Just pull a string to turn these tile patterns into useful 3D structures

MIT researchers have developed a new method for designing 3D structures that can spring up from a flat sheet of interconnected tiles with a single pull of a string. The technique could be used to make foldable bike helmets and medical devices, emergency shelters and field hospitals for disaster zones, and much more.

Mina Konaković Luković, head of the Algorithmic Design Group at the Computer Science and Artificial Intelligence Laboratory (CSAIL), and her colleagues were inspired by kirigami, the ancient Japanese art of paper cutting, to create an algorithm that converts a user-specified 3D structure into a flat shape made up of tiles connected by rotating hinges at the corners. 

The algorithm uses a two-step method to find the optimal path through the tile pattern for a string that can be tightened to actuate the structure. It computes the minimum number of points that the string must lift to create the desired shape and finds the shortest path that connects those lift points, while including all areas of the object’s boundary that must be connected to guide the structure into its 3D configuration. It does these calculations in such a way that the string path minimizes friction, enabling the structure to be smoothly actuated with just one pull.

The actuation method is easily reversible to return the structure to its flat configuration. The patterns could be produced using 3D printing, CNC milling, molding, or other techniques.

This method could enable complex 3D structures to be stored and transported more efficiently and with less cost. Applications could include transportable medical devices, foldable robots that can flatten to enter hard-to-reach spaces, or even modular space habitats deployed by robots on the surface of Mars.

“The simplicity of the whole actuation mechanism is a real benefit of our approach,” says Akib Zaman, a graduate student in electrical engineering and computer science and lead author of a paper on the work. “The user just needs to provide their intended design, and then our method optimizes it in such a way that it holds the shape after just one pull on the string, so the structure can be deployed very easily. I hope people will be able to use this method to create a wide variety of different, deployable structures.” 

The researchers used their method to design several objects of different sizes, from personalized medical items including a splint and a posture corrector to an igloo-like portable structure. They also designed and fabricated a human-scale chair. The technique could be used to create items ranging in size from tiny objects actuated inside the body to architectural structures, like the frame of a building, that are deployed on-site using cranes.

In the future, the researchers want to further explore designs at both ends of that range. In addition, they want to create a self-deploying mechanism, so the structures do not need to be actuated by a human or robot. 

A retinal reboot for amblyopia

In the vision disorder amblyopia (or “lazy eye”), impaired vision in one eye early in life causes neural connections in the brain’s visual system to shift toward supporting the other eye, leaving the amblyopic eye less capable even if the original impairment is corrected. Current interventions don’t work after infancy and early childhood, when the brain connections are fully formed. 

Now a study in mice by MIT neuroscientist Mark Bear and colleagues shows that if the retina of the amblyopic eye is anesthetized just for a couple of days, those crucial connections can be restored, even in adulthood.

Bear’s team, which has been studying amblyopia for decades, had previously shown that this effect could be achieved by anesthetizing both eyes or the non-­amblyopic eye, analogous to having a child wear a patch over the healthy eye to strengthen the “lazy” one. 

The new study delved into the mechanism behind this effect by pursuing an earlier observation: that blocking the retina from sending signals to neurons in the part of the brain that relays information from the eyes to the visual cortex caused those neurons to fire “bursts” of electrical pulses. Similar patterns of activity occur in the visual system before birth and guide early synaptic development.

The experiments confirmed that the bursting is necessary for the treatment to work—and, crucially, that it occurs when either retina is targeted. After some mice modeling amblyopia had the affected eye anesthetized for two days, the researchers measured activity in the visual cortex to calculate a ratio of inputs from the two eyes. This ratio was much more even in the treated mice, indicating that the amblyopic eye was communicating with the brain about as well as the other one.

A key next step will be to show that this approach works in other animals and, ultimately, people.

“If it does, it’s a pretty substantial step forward, because it would be reassuring to know that vision in the good eye would not have to be interrupted by treatment,” says Bear. “The amblyopic eye, which is not doing much, could be inactivated and ‘brought back to life’ instead.”

A new way to rejuvenate the immune system

As people age, their immune function weakens. Owing to shrinkage of the thymus, where T cells normally mature and diversify, populations of these immune cells become smaller and can’t react to pathogens as quickly. But researchers at MIT and the Broad Institute have now found a way to overcome that decline by temporarily programming cells in the liver to improve T-cell function. 

To create a “factory” for the T-cell-stimulating signals that are normally produced by the thymus, the researchers identified three key factors that usually promote T cells’ maturation and encoded them into mRNA sequences that could be delivered by lipid nanoparticles. When injected into the bloodstream, these particles accumulate in the liver and the mRNA is taken up by the organ’s main cells, hepatocytes, which begin to manufacture the proteins encoded by the mRNA. 

Aged mice that received the treatment showed much larger and more diverse T-cell populations in response to vaccination, and they also responded better to cancer immunotherapy treatments.

If this type of treatment is developed for human use, says Professor Feng Zhang, the senior author of a paper on the work, “hopefully we can help people stay free of disease for a longer span of their life.” 

A I-designed proteins may help spot cancer

Researchers at MIT and Microsoft have used artificial intelligence to create molecular sensors that could detect early signs of cancer via a urine test.

The researchers developed an AI model to design short proteins that are targeted by enzymes called proteases, which are overactive in cancer cells. Nanoparticles coated with these proteins, called peptides, can give off a signal if they encounter cancer-­linked proteases once introduced into circulation: The proteases will snip off the peptides, which then form reporter molecules that are excreted in urine.

Sangeeta Bhatia, SM ’93, PhD ’97, a senior author of a paper on the work with her former student Ava Amini ’16, a principal researcher at Microsoft Research, led the MIT team that came up with the idea of such particles over a decade ago. But earlier efforts used trial and error to identify peptides that would be cleaved by specific proteases, and the results could be ambiguous. With AI, peptides can be designed to meet specific criteria.

“If we know that a particular protease is really key to a certain cancer, and we can optimize the sensor to be highly sensitive and specific to that protease, then that gives us a great diagnostic signal,” Amini says. 

Bhatia’s lab is now working with ARPA-H on an at-home kit that could potentially detect 30 types of early cancer. Peptides designed using the model could also be incorporated into cancer therapeutics.

Reformulated antibodies could be injected for easier treatment

Antibody treatments for cancer and other diseases are typically delivered intravenously, requiring patients to go to a hospital and potentially spend hours receiving infusions. Now Professor Patrick Doyle and his colleagues have taken a major step toward reformulating antibodies so that they can be injected with a standard syringe, making treatment easier and more accessible. 

The obstacle to injecting these drugs is that they are formulated at low concentrations, so very large volumes are needed per dose. Decreasing the volume to the capacity of a standard syringe would mean increasing the concentration so much that the solution would be too thick to be injected.

In 2023, Doyle’s lab developed a way to generated highly concentrated antibody formulations by encapsulating them into hydrogel particles. However, that requires centrifugation, a step that would be difficult to scale up for manufacturing.

In their new study, the researchers took a different approach that instead uses a microfluidic setup. Droplets containing antibodies dissolved in a watery prepolymer solution are suspended in an organic solvent and can then be dehydrated, leaving behind highly concentrated solid antibodies within a hydrogel matrix. Finally, the solvent is removed and replaced with an aqueous solution.

Using semi-solid particles 100 microns in diameter, the team showed that the force needed to push the plunger of a syringe containing the solution was less than 20 newtons. “That is less than half of the maximum acceptable force that people usually try to aim for,” says Talia Zheng, an MIT graduate student who is the lead author of the new study.

More than 700 milligrams of the antibody—enough for most therapeutic applications—could be administered at once with a two-milliliter syringe. The formulations remained stable under refrigeration for at least four months. The researchers now plan to test the particles in animals and work on scaling up the manufacturing process. 

Vine-inspired robot fingers can reach out and grab someone

In the horticultural world, some vines are especially grabby. As they grow, the woody tendrils can wrap around obstacles with enough force to pull down fences and trees.

Inspired by vines’ twisty tenacity, engineers at MIT and Stanford University have developed a robotic gripper that can snake around and lift a variety of objects and even people, offering a gentler approach than conventional gripper designs. 

The new bot consists of a pressurized box from which long, vine-like tubes inflate and grow. As they extend, the vines twist and coil around the object before continuing back toward the box, where their tips are automatically clamped in place and they are mechanically wound back up to gently lift the object in a sling-like grasp.

The researchers envision applications from agricultural harvesting to loading and unloading heavy cargo. In the near term, they are exploring uses in eldercare, such as helping to safely lift a person out of bed. Often in nursing and rehabilitation settings, this transfer process is done with a patient lift, which requires a caretaker to maneuver the person onto a hammock-like sheet that can be hooked to the device and hoisted up. This manual step is unnecessary with the robotic system. 

“Transferring a person out of bed is one of the most physically strenuous tasks that a caregiver carries out,” says Kentaro Barhydt, a PhD candidate in MIT’s Department of Mechanical Engineering and one of the lead authors of a paper on the work. “This kind of robot can help relieve the caretaker, and can be gentler and more comfortable for the patient.”

The key to the system, whose design was developed by Professor Harry Asada’s lab at MIT and Professor Allison Okamura’s lab at Stanford, is that it combines “open loop” and “closed loop” actions. In an open-loop configuration, a robotic vine can grow and twist around an object, even burrowing under someone lying on a bed. Then it can continue to grow back toward its base and attach to a winch, creating a closed loop that can be retracted to lift the object. 

“People might assume that in order to grab something, you just reach out and grab it,” Barhydt says. “But there are different stages, such as positioning and holding. By transforming between open and closed loops, we can achieve new levels of performance by leveraging the advantages of both forms for their respective stages.”

While the team’s design was initially motivated by challenges in eldercare, it can also be adapted to other grasping tasks. A smaller version has been attached to a commercial robotic arm to lift a variety of heavy and fragile objects, including a watermelon, a glass vase, and a kettlebell. The vines can also snake through a cluttered bin to pull out a desired object.

“We think this kind of robot design can be adapted to many applications,” Barhydt says. “We are also thinking about applying this to heavy industry, and things like automating the operation of cranes at ports and ­warehouses.”

Using big data for good

A photogenic green-eyed Russian Blue named Petra might just be the world’s most sequenced cat. Petra was rescued from an animal shelter in Reno, Nevada, by Charlie Lieu, MBA ’05, SM ’05, a data whiz, serial entrepreneur, investor, and cofounder of Darwin’s Ark, a community science nonprofit focused on pet genetics. Since becoming Lieu’s furry friend, Petra has had her DNA fully sequenced six times and extracted nearly 60 times, all in the name of science. 

Petra is just one of more than 67,000 cats and dogs whose information has been entered by their human caretakers into the Darwin’s Ark databases, which the organization’s researchers and collaborators are using to try to better understand pet health and behavior. Since its founding in 2018, Darwin’s Ark has helped researchers probe everything from cancer to sociability to whether or not trainability is inherited, allowing them to debunk stereotypes about dog breeds and investigate similarities between complex diseases in humans and animals. 

Petra under the covers of a bed
Petra is always ready for a close-up.
COURTESY OF CHARLIE LIEU

DNA testing for dogs  is common at this point, with multiple for-profit companies offering to break down your pet’s breed background for a fee. But Lieu and her Darwin’s Ark cofounder, Elinor K. Karlsson, wanted to go beyond offering individualized DNA reports and invite humans to participate in surveys about how their pets play and socialize, and even whether or not they get the zoomies right after using the litter box. This approach pairs DNA with vast amounts of behavioral data collected by the people who know these animals best, thus harnessing the power of humans’ love for their pets to advance cutting-­edge science. 

In the process, Darwin’s Ark has solved a problem that is often an obstacle in human medicine: how to get the enormous quantity of data needed to actually understand, and eventually solve, medical problems. 

It was this problem that initially interested Lieu, who is chief of research operations for Darwin’s Ark, in pet genetics. Lieu spent some of the early, formative years of her career working on the Human Genome Project at the Broad Institute, where she first collaborated with Karlsson—and remembers sleeping under her desk in the late ’90s while “babysitting” servers in case they needed to be rebooted in the middle of the night. For many years, her North Star was cancer research: Her mom had died of cancer, “nearly everyone” on her mom’s side of the family got cancer at some point, and Lieu herself had her first of multiple tumors removed at age 17. 

Researchers used data collected by Darwin’s Ark to show that just 9% of variations in dog behavior can be predicted by breed.

Throughout her nearly 30 years working with the Broad and other initiatives related to such research, Lieu has often felt struck by how difficult it is to study complex diseases like cancer. Gathering extensive data about people while maintaining their legally mandated privacy can be tricky, as is getting them to participate in strict protocols over the course of many years (an issue she has also experienced from the other side, since she is enrolled in multiple longitudinal studies).

About a decade ago, Lieu reconnected with Karlsson, who had moved on from the Human Genome Project to work on animal genetics and was engaging with pet owners in her research. Karlsson bemoaned how hard it was to get the large-scale genomic data needed to advance scientific understanding, and something clicked. What if they could tap into Lieu’s expertise with big data platforms and her experience starting nonprofits to collect genomic data from pets as a proxy for understanding complex diseases and behavior? “We talked a lot about how we [might] enable a platform that could help us collect the right kinds of data at the level that’s necessary in order to do the kinds of science that the world needs,” Lieu says. That might be hard with humans, but “everybody wants to talk about their dogs and cats, right?”

Thus Darwin’s Ark was born. Initially it focused on dogs, and using its data, Karlsson and a team from the Broad and elsewhere were able to demonstrate that just 9% of variations in behavior can be predicted by breed—much less than people might think. Lieu hopes the finding will help certain much-­maligned breeds such as pit bulls, which tend to be adopted at lower rates and sometimes are even put down on the basis of faulty assumptions about their behavior. 

But the work Darwin’s Ark is doing isn’t just helping pets—it could benefit humans, too, as researchers increasingly probe the links between human and animal cancers. 

Black labrador puppy and a Boston terrier
Darwin’s Ark initially focused on collecting DNA data from dogs; the nonprofit also invites humans to take part in surveys on such things as how their pets play and socialize.
GETTY IMAGES

“We were involved in some early dog work in cancer, where we collaborated with another group to understand whether or not you could take a blood draw and figure out whether or not the animal has cancer,” says Lieu. “Turns out you could. And in the last couple of years, an FDA-approved test has been available for humans to figure out whether or not you have lung cancer. All that work started in dogs, so you could start to see the power of doing something in animals that then impacts human health.”

Darwin’s Ark broadened its focus to cats in 2024, and while it’s too soon for any results, even the research methods are proving interesting. The usual way to extract DNA from a living animal is by swabbing the inside of a cheek. Dogs don’t mind the process, but cats are not as amenable to having things stuck in their mouths. Nor do cats appreciate having hairs plucked out with their follicles, another potential source of DNA for sequencing. So Chad Nusbaum, PhD ’91, another Human Genome Project colleague that Lieu recruited, helped the Darwin’s Ark team figure out how to effectively extract DNA from fur or hair that has been shed—a big breakthrough for the field. (This means, in practice, that cats’ DNA is collected by brushing their fur. Now the cats “not only don’t mind sample collection—some of them really enjoy it,” Nusbaum says with a laugh.) 

That’s good for cats, but it could also have far-reaching implications in the world of conservation, where obtaining DNA from endangered or sensitive animals via blood or skin samples can be prohibitively difficult or distressing to the animals. Being able to rely instead on a few strands of naturally shed hair could unlock new frontiers for conservationists working with sensitive species.

The knowledge that progress on such crucial issues could come from inside or outside the organization was what led Lieu and Karlsson to structure Darwin’s Ark as a nonprofit and make its data available for free to researchers outside commercial settings. While it already periodically shares its sequence data in various public repositories, those repositories are managed by different entities, making it more difficult for scientists to use the information. So researchers must often write in, explain what they’re trying to do, and put in a custom request.Darwin’s Ark just got a grant that will allow it to begin building a public portal for the data, making it far easier for researchers to access, match, and use.

“Our hope is that we would be able to create a data set that scientists around the world would be able to leverage to elucidate whatever it is that they’re doing,” Lieu says. “Whether you’re a cancer scientist or a neurological scientist or an immunology-focused scientist, any number of complex disease areas could be helped by having very massive data sets.”


For Lieu, Darwin’s Ark is but the latest line in a long and wide-ranging résumé that includes stints at Amazon and NASA. “The thread that ties it all together is big data,” she says.

After living and breathing data in her work on the Human Genome Project, Lieu tackled a very different big data challenge at Amazon on a team that collected data on warehouse fulfillment. Drawing on her biological sciences background, she developed an evolutionary algorithm for outbound logistics that made it possible—without constantly analyzing the data—to dynamically optimize storage and dramatically lower fulfillment costs.  The founder or cofounder of at least a dozen ventures to date, she built on her experience at Amazon with her most recent startup, a logistics company called AirTerra that helps e-commerce retailers streamline delivery by bringing together highly fragmented last-mile shipping providers under one umbrella. Officially founded in 2020, it quickly achieved unicorn status and was acquired by the fashion company American Eagle Outfitters in 2021. While Lieu chalks some of that success up to luck (“You start a shipping and logistics organization in the pandemic—of course you’re going to get acquired”), her cofounder Brent Beabout, MBA ’02, is quick to point to the skill and work ethic that made her “luck” possible. 

Besides being “highly collaborative” and “super knowledgeable,” Lieu gave her all in a way that set her apart, according to Beabout. “She is a passionate person,” he says. “I’ve never seen a person that worked as many hours as Charlie did … I don’t think she ever slept.”

Lieu jokes that she’s in a “midlife crisis” as she sorts out what to do next, because there’s so much she could do. So she’s looking for the “biggest thing” she can do for the world.

Though Lieu has made out well as an entrepreneur, she grew up “well below the poverty line.” Both those experiences shaped the kind of investor she’s become: one who is distinctly interested in helping other entrepreneurs confront barriers. “I wanted to look back on all the obstacles that I had faced coming up,” she says. “Not just as a woman, not just as a person of color, but [also] the economic barriers of not having the network, not being able to access other people who have been successful, not even understanding the basics of financial markets.” To that end, she’s spent much of her career trying to give back through mentorship and direct investment in ventures started by founders from underrepresented backgrounds.

Her passion for social causes doesn’t end there. Lieu has also volunteered with her local trails association and served on a wide range of boards near her home in the Seattle area. In the mid 2010s, an outdoors-focused organization where she was on the board came under fire for having given a platform to a rock climber who had been credibly accused of sexual assault. As a climber herself, Lieu had assumed that sexual assault wasn’t a major problem in those circles—but, being data-minded as always, she came up with a plan to conduct a survey about the issue while protecting respondents’ anonymity.

Lieu on a hike with her goddaughter, Mary Ann Seek (center), and Darwin’s Ark cofounder Elinor Karlsson.
COURTESY OF CHARLIE LIEU

That survey grew into SafeOutside, a grassroots movement focusing on combating sexual assault in the outdoors community. After parsing the data—and realizing just how widespread the problem was—Lieu spent years interviewing individual survivors about their experiences and eventually partnered with Alpinist magazine to publicize and share the results of the survey. Beyond sparking much-needed conversation, the initiative turned out to be instrumental in getting Charlie Barrett, a once-celebrated professional climber, put behind bars. He is now serving a life sentence after his conviction for repeatedly sexually assaulting a female climber at Yosemite National Park. Three additional women testified at his trial that they had also been sexually assaulted by Barrett.

Katie Ives, the editor Lieu worked with on the project at Alpinist, remembers being impressed by Lieu’s “sense of caring and compassion and her determination to amplify the voices of people who have been marginalized by history or by the climbing community.” She describes Lieu as a person “whose life is very much driven by a sense of ethical purpose.”

At first Lieu worked on SafeOutside quietly; fearing professional repercussions, she asked that her name be omitted or mentioned only in passing in reporting on the project. She reasoned that the subject made people uncomfortable. But in early 2025, she began to discuss it more openly. “That’s actually part of the problem, right? People who have status refusing to talk about an issue that’s so prevalent,” she says. Today, she’s more outspoken than ever and wants to encourage others with any kind of social clout to speak up as well.

In some ways, this reevaluation of her approach reflects the crossroads at which Lieu now finds herself. After years of starting new ventures, serving on seemingly endless boards, and typically getting by on three to five hours of sleep a night, she’s finally taking a step back: saying no to board positions, pressing pause on new venture ideas, and even hiring a team that allows her to pass off more of her Darwin’s Ark work to other people. Lieu has always liked—and is especially good at—shepherding new companies through the startup and early growth stages. So she’s been recruiting a new leadership team to take over the reins as Darwin’s Ark prepares for its next phase of growth. She’s aiming to step away from day-to-day operations this spring and will remain a board member and active advisor—and jokes that she’s in a sort of “midlife crisis” at age 50 as she tries to sort out what to do next, because there’s so much she could do.

In this new chapter, Lieu says, she’s trying to identify the “biggest thing” she can be doing for the world in this moment. For now, she’s leaning toward working on economic inequality and reproductive health access, which she says are inextricably tied not only to each other but also to ecology and sustainability.

If her past endeavors—from promoting the well-being of cats to pursuing cures for cancer—are any indication, any cause she devotes herself to will be lucky to have her. “She’s just somebody who gets things done,” says Ives.  

And all the data on Lieu says that’s not going to change.

A boost for manufacturing

Several years ago, Suzanne Berger was visiting a manufacturing facility in Ohio, talking to workers on the shop floor, when a machinist offered a thought that could serve as her current credo. 

“Technology takes a step forward—workers take a step forward too,” the employee said. 

Berger, to explain, is an MIT political scientist who for decades has advocated for the revitalization of US manufacturing. She has written books and coauthored reports about the subject, visited scores of factories, helped the issue regain traction in America, and in the process earned the title of Institute Professor, MIT’s highest faculty honor. 

Over time, Berger has developed a distinctive viewpoint about manufacturing, seeing it as an arena where technological advances can drive economic growth and nimble firms can thrive. 

This stands in contrast to the view that manufacturing is a sunsetting part of the US economy, lagging behind knowledge work and service industries and no longer a prime source of jobs. To Berger, the sector might have suffered losses, but we should think about it differently now: Rather than being threatened by change, it can thrive on innovation.

She is keenly interested in medium-size and small manufacturers, not just huge factories, given that 98% of US manufacturers have 500 or fewer employees. And she is interested, especially, in how technology can help them. Roughly one-tenth of US manufacturers use robots, for instance, a number that clearly disappoints her. 

Her focus on these smaller manufacturers is pragmatic. The US is not going to bring back textile manufacturing or steelmaking jobs anytime soon. And although the tech giants have made some concessions to domestic manufacturing, all major product lines from all tech companies are made largely overseas. Small and midsize firms may also have more opportunities to be flexible and innovative.

And in the middle of Ohio, there it was, in a simple sentence: Technology takes a step forward—workers take a step forward too. 

“I think workers do recognize that,” Berger says, sitting in her MIT office, with a view of East Cambridge out the window. “People don’t want to work on technologies of the 1940s. People do want to feel they’re moving to the future, and that’s what young workers also want. They want decent pay. They want to feel they’re advancing, the company is advancing, and they are somehow part of the future. That’s what we all want in jobs.”

Now Berger is part of a new campus-­wide effort to do something tangible about these issues. She is a co-director of MIT’s Initiative for New Manufacturing (INM), launched in May 2025, which aims to reinvigorate the business of making things in the US. The idea is to enhance innovation and encourage companies to tightly link their innovation and production processes. This lets them rapidly fine-tune new products and new production technologies—and create good jobs along the way.

“We want to work with firms big and small, in cities, small towns, and everywhere in between, to help them adopt new approaches for increased productivity,” MIT President Sally A. Kornbluth explained at the launch of INM. “We want to deliberately design high-quality, human-centered manufacturing jobs that bring new life to communities across the country.” 

An unexpected product

Whether she is examining data, talking to visitors about manufacturing, or venturing into yet another plant to look around and ask questions, Berger’s involvement with the Initiative for New Manufacturing is just the latest chapter in a fascinating, unpredictable career. 

Once upon a time—her first two decades in academia—Berger was a political scientist who didn’t study either the US or manufacturing. She was a highly regarded scholar of French and European politics, whose research focused on rural workers, other laborers, and the persistence of political polarization. After growing up in New Jersey, she attended the University of Chicago and got her PhD from Harvard, where she studied with the famed political scientist Stanley Hoffmann. 

Berger joined the MIT faculty in 1968 and soon began publishing extensively. Her 1972 book, Peasants Against Politics, argued that geographical political divisions in contemporary France largely replicated those seen at the time of the French Revolution. Her other books include The French Political System (1974) and Dualism and Discontinuity in Industrial Societies (1980), the latter written with the MIT economist Michael Piore. 

By the mid-1980s, Berger was a well-established, tenured professor who had never set foot in a factory. In 1986, however, she was named to MIT’s newly formed Commission on Industrial Productivity on the strength of her studies about worker politics and economic change. The commission was a multiyear study group examining broad trends in US industry: By the 1980s, after decades of postwar dominance, US manufacturing had found itself challenged by other countries, most famously by Japan in areas like automaking and consumer electronics. 

chart showing US manufacturing downturn. Share of US manufacturing jobs in total nonfarm employment.  A callout shows 1950 to be at 32% and the downward trend continues to fall to 8% in 2024.

US BUREAU OF LABOR STATISTICS

Two unexpected things emerged from that group. One was a best-selling book. Made in America: Regaining the Productive Edge, coauthored by Michael Dertouzos, Richard Lester, and Robert Solow, rapidly sold 300,000 copies, a sign of how much industrial decline was weighing on Americans. Looking at eight industries, Made in America found, among other things, that US manufacturers overemphasized short-term thinking and were neglecting technology transfer—that is, they were missing chances to turn lab innovations into new products.

The other unexpected thing to materialize from the Commission on Industrial Productivity was the rest of Suzanne Berger’s career. Once she started studying manufacturing in close empirical fashion, she never really stopped. 

“MIT really changed me,” Berger told MIT News in 2019, referring to her move into the study of manufacturing. “I’ve learned a lot at MIT.”

At first she started examining some of the US’s important competitors, including Hong Kong and Taiwan. She and Richard Lester co-edited the books Made by Hong Kong (1997) and Global Taiwan (2005), scrutinizing those countries’ manufacturing practices.

Christopher Love
Christopher Love, a co-director of MIT’s Initiative for New Manufacturing
WEBB CHAPPELL

Over time, though, Berger has mostly turned her attention to US manufacturing. She was a core player in a five-year MIT examination of manufacturing that led her to write How We Compete (2006), a book about why and when multinational companies start outsourcing work to other firms and moving their operations overseas.

She followed that up by cochairing the MIT commission known as Production in the Innovation Economy (PIE), formed in 2010, which looked closely at US manufacturing, and coauthored the 2013 book Making in America, summarizing the ways manufacturing had started incorporating advanced technologies. Then she participated extensively in MIT’s Work of the Future study group, whose research concluded that while AI and other technologies are changing the workplace, they will not necessarily wipe out whole cohorts of employees.

“Suzanne is amazing,” says Christopher Love, the Raymond A. (1921) and Helen E. St. Laurent Professor of Chemical Engineering at MIT and another co-­director of the Initiative for New Manufacturing. “She’s been in this space and thinking about these questions for decades. Always asking, ‘What does it look like to be successful in manufacturing? What are the requirements around it?’ She’s obviously had a really large role to play here on the MIT campus in any number of important studies.” 

“If I have a great idea for a new drug or food product … if I have to ship it off somewhere to figure out if I can make it or not, I lose time, I lose momentum, I lose financing.”

Christopher Love

“She always asks challenging questions and really values the collaboration between engineering and social science and management,” says John Hart, head of the MIT Department of Mechanical Engineering, director of the Center for Advanced Production Technologies, and the third co-director, with Berger and Love, of the Initiative for New Manufacturing.

Moreover, Love adds, “the number of people she’s trained and mentored and brought along through the years reflects her commitment.” 

For instance, Berger was the PhD advisor of Richard Locke, currently dean of the MIT Sloan School of Management. Separately, she spent nearly two decades as director of MISTI, the MIT program that sends students abroad for internships and study. Basically, Berger’s footprints are all around MIT.

And now, in her 80s, she is helping to lead the Initiative for New Manufacturing. Indeed, she came up with its name herself. The initiative raises a couple of questions. What is new in the world of US manufacturing? And what can MIT do to help it?

Home alone

To start with, the Initiative for New Manufacturing is an ongoing project designed to enhance many aspects of US manufacturing. Berger’s previous efforts ended in written summaries—which have helped shape public dialogue around manufacturing. But the new initiative was not designed with an endpoint in mind.

Since last spring, the Initiative for New Manufacturing has signed up industry partners—Amgen, Autodesk, Flex, GE Vernova, PTC, Sanofi, and Siemens—with which it may collaborate on manufacturing advances. It has also launched a 12-month certificate program, the Technologist Advanced Manufacturing Program (TechAMP), in partnership with six universities, community colleges, and technology centers. The courses, held at the partner institutions, give manufacturing employees and other students the chance to study basic manufacturing principles developed at MIT. 

“We hope that the program equips manufacturing technologists to be innovators and problem-solvers in their organizations, and to effectively deploy new technologies that can improve manufacturing productivity,” says Hart, an expert in, among other things, 3D printing, an area where firms can find new manufacturing applications.

But to really grasp what MIT can do today, we need to look at how manufacturing in the US has shrunk. 

The first few decades after World War II were a golden age of American manufacturing. The country led the world in making things, and the sector accounted for about a quarter of US GDP throughout the 1950s. In recent years, that figure has hovered around 10%. 

In 1959 there were 15 million manufacturing jobs in the US. By 1979, the rapidly growing country had around 20 million such jobs, even as the economy was diversifying. But the 1980s and the first decade of the 2000s saw big losses of manufacturing jobs, and there are about 12.8 million in the US today.

As even Berger will acknowledge, the situation is not going to turn around instantly. 

“Manufacturing at the moment is really still in decline,” she says. “The number of workers has gone down, and investment in manufacturing has actually gone down over the last year.” 

As she sees it, diminished manufacturing capacity is a problem for three big reasons: It hurts a country’s general innovation capacity, it makes it harder to respond to times of need (such as pandemics), and it’s bad for national security. 

“If you look at what the defense industrial base is in the United States, it is the same industrial base we’re talking about, with old technology,” she says. That is, defense technology comes from the same firms that haven’t updated their production methods lately. “Our national security is sitting on top of a worn-out industrial base,” Berger says, adding: “It’s a very stark picture.” 

However, the first point—that manufacturing more makes a country more innovative—is the most essential conclusion she has developed on this subject. Production and innovation go better together. The ability to make things stems from innovation, but our useful advances are not just abstract lab discoveries. They often get worked out while we produce stuff. 

“Innovation is closely connected to production, and if we outsource and offshore all our production, we’re also offshoring and outsourcing our innovation capabilities,” Berger says. “If we go back 40 years, the whole manufacturing landscape has changed in ways that are very detrimental to the US capabilities. The great American companies of 40 years ago were all vertically integrated and did everything from basic R&D through sales.” Think of General Electric, IBM, and DuPont. 

Berger continues: “There was a technological disruption in the late 1980s and early 1990s, when people discovered it was possible to separate design and production. In the past, if you were making wafers, the chip designer and the engineer who figured out how to make the chip had to be together in the same plant. Once you were able to send that all as a digital file over the internet, you could separate those things. That’s what made outsourcing and offshoring more feasible.”

Meanwhile, seeing the possibilities of offshoring, markets started punishing big firms that didn’t pare down to their “core competency.” Companies like AT&T and Xerox used to run famous research departments. That is no longer how such firms work. “DuPont closed the basic research labs that discovered nylon,” Berger notes. But back in the 1930s, DuPont was able to move that material from the lab to the market within five years, building a factory that quickly scaled up production of wildly popular nylon stockings. “The picture looked a little different,” she says. 

Indeed, she says, “we had a radical change in the structure of companies. With the collapse of the vertically integrated companies, huge holes opened up in the industrial ecosystem.” Major companies that did their own research, trained workers, and manufactured in the US had spillover effects, producing the advances and the skilled, talented workers who populated the whole manufacturing ecosystem. “Once the big firms were no longer doing those activities, other companies were left home alone,” Berger says, meaning they were unable to afford research activities or generate as many advances. “All of this explains the state we see in manufacturing today. The big question is, how do we rebuild this?”

“Innovation can come from anywhere”

Over a decade ago, Christopher Love received a US Department of Defense grant to develop a small, portable system for creating biologic drugs, which are made from living organisms or their products. The idea was to see if such a device could be taken out onto the battlefield. The research was promising enough for Love to cofound a startup, Sunflower Therapeutics, that focuses on small-scale protein production for biopharmaceutical manufacturing and other medical applications. One might characterize the original project as either a piece of military equipment or a medical advance. It’s also a case study in new manufacturing. 

John Hart
John Hart, a co-director of MIT’s Initiative for New Manufacturing
M SCOTT BRAUER

After all, Love and his colleagues created a new method for making batches of certain types of drugs. That’s manufacturing; it’s an innovation leading directly to production, and the small size of the operation means it won’t get shipped overseas. And, as Love enjoys pointing out, his team’s innovation is hardly the first case of using living cells to make a product for nearby consumption. Your local craft brewery is actually a modestly sized manufacturer that won’t be shipping its jobs overseas either. 

“The emerging generation of manufacturing has this new equilibrium between automation (machines, robots), human work, and software and data.”

John Hart

“Innovation can come from anywhere,” Love says. “What you really need is access to production. This is something Suzanne has been thinking about for a long time—that proximity. The same thing can happen in biomanufacturing. If I have a great idea for a new drug or food product or new material, if I have to ship it off somewhere to figure out if I can make it or not, I lose time, I lose momentum, I lose financing. I need that manufacturing to be super close.”

New manufacturing can come in multiple forms and, yes, can include robots and other forms of automation. The issue is complex. Robots do replace workers, in the aggregate. But if they increase productivity, firms that are early adopters of robots grow more than other firms and employ more people, as economic studies in France, Spain, and Canada have shown. The wager is that a sensible deployment of robots leads to more overall growth. Meanwhile, US firms added more than 34,000 robots in workplaces in 2024; China added nearly 300,000. Berger hopes US firms won’t be technology laggards, as that could lead to an even steeper decline in the manufacturing sector. Instead, she encourages manufacturers to use robots productively to stay ahead of the competition. 

“The emerging generation of manufacturing has this new equilibrium between automation (machines, robots), human work, and software and data,” Hart says. “A lot of the interesting opportunities in manufacturing, I think, come from the combination of those capabilities to improve productivity, improve quality, and make manufacturing more flexible.”

Another form of new manufacturing may happen at firms that, like the old heavyweight corporations, see value in keeping research and development in-house. At the Initiative for New Manufacturing launch event in May, one of the speakers was JB Straubel, founder of Redwood Materials, which recycles rechargeable batteries. The company has figured out how to extract materials like cobalt, nickel, and lithium, which otherwise are typically mined. To do so, the company has had to develop a variety of new industrial processes—again, one of the keys to reviving manufacturing here.

“Whether you’re building a new machine or trying a new process … acquiring a new technology is one of the most important ways a company can innovate,” Berger says. Although she acknowledges that “innovation is risky, and everything does not succeed,” she points out that “a single focus on optimization [in firms] has not served us well.”

Manufacturing success stories 

The future of US manufacturing, then, can take many forms. But Berger, when she visits factories, is consistently struck by the vintage machines often on display. She tells the story of a manufacturer she visited within the last couple of years that not only uses milling machines made during World War II but buys them up when other firms in the field discard them. 

“If you have all old equipment, your productivity is going to be low, your profits are going to be low, you’ll want low-skill workers, and you’re only going to be able to pay low wages,” she says. “And each one of those features reinforces the others. It’s like a dead-end trap.”

But things don’t need to be this way, Berger believes. And in some places, she visits firms that represent manufacturing success stories. 

“The idea that Americans don’t like manufacturing, that it’s dirty and difficult—I think this is totally [wrong],” she says. “Americans really do like making things with their hands, and Americans do think we ought to have manufacturing. Whenever I’ve been in a plant where it seems well run—and the owners, the managers, are proud of their workers and recognize their accomplishments, and people are respected—people seem pleased about having those jobs.”

Flash back to the exchange Berger had with that worker in Ohio, and the vision for the Initiative for New Manufacturing falls further into place: Technological change has a key role to play in creating that kind of work. Okay, US manufacturing may not be overhauled overnight. It will take an effort to change it, one midsize manufacturer after another. But getting that done seems vital for Americans in Ohio, in Massachusetts, and all over.  

“We really see a moral imperative,” Berger says, “which is to be able to reach out to the whole country to try to rebuild manufacturing.”