How a top Chinese AI model overcame US sanctions

The AI community is abuzz over DeepSeek R1, a new open-source reasoning model. 

The model was developed by the Chinese AI startup DeepSeek, which claims that R1 matches or even surpasses OpenAI’s ChatGPT o1 on multiple key benchmarks but operates at a fraction of the cost. 

“This could be a truly equalizing breakthrough that is great for researchers and developers with limited resources, especially those from the Global South,” says Hancheng Cao, an assistant professor in information systems at Emory University.

DeepSeek’s success is even more remarkable given the constraints facing Chinese AI companies in the form of increasing US export controls on cutting-edge chips. But early evidence shows that these measures are not working as intended. Rather than weakening China’s AI capabilities, the sanctions appear to be driving startups like DeepSeek to innovate in ways that prioritize efficiency, resource-pooling, and collaboration.

To create R1, DeepSeek had to rework its training process to reduce the strain on its GPUs, a variety released by Nvidia for the Chinese market that have their performance capped at half the speed of its top products, according to Zihan Wang, a former DeepSeek employee and current PhD student in computer science at Northwestern University. 

DeepSeek R1 has been praised by researchers for its ability to tackle complex reasoning tasks, particularly in mathematics and coding. The model employs a “chain of thought” approach similar to that used by ChatGPT o1, which lets it solve problems by processing queries step by step.

Dimitris Papailiopoulos, principal researcher at Microsoft’s AI Frontiers research lab, says what surprised him the most about R1 is its engineering simplicity. “DeepSeek aimed for accurate answers rather than detailing every logical step, significantly reducing computing time while maintaining a high level of effectiveness,” he says.

DeepSeek has also released six smaller versions of R1 that are small enough to  run locally on laptops. It claims that one of them even outperforms OpenAI’s o1-mini on certain benchmarks.“DeepSeek has largely replicated o1-mini and has open sourced it,” tweeted Perplexity CEO Aravind Srinivas. DeepSeek did not reply to MIT Technology Review’s request for comments.

Despite the buzz around R1, DeepSeek remains relatively unknown. Based in Hangzhou, China, it was founded in July 2023 by Liang Wenfeng, an alumnus of Zhejiang University with a background in information and electronic engineering. It was incubated by High-Flyer, a hedge fund that Liang founded in 2015. Like Sam Altman of OpenAI, Liang aims to build artificial general intelligence (AGI), a form of AI that can match or even beat humans on a range of tasks.

Training large language models (LLMs) requires a team of highly trained researchers and substantial computing power. In a recent interview with the Chinese media outlet LatePost, Kai-Fu Lee, a veteran entrepreneur and former head of Google China, said that only “front-row players” typically engage in building foundation models such as ChatGPT, as it’s so resource-intensive. The situation is further complicated by the US export controls on advanced semiconductors. High-Flyer’s decision to venture into AI is directly related to these constraints, however. Long before the anticipated sanctions, Liang acquired a substantial stockpile of Nvidia A100 chips, a type now banned from export to China. The Chinese media outlet 36Kr estimates that the company has over 10,000 units in stock, but Dylan Patel, founder of the AI research consultancy SemiAnalysis, estimates that it has at least 50,000. Recognizing the potential of this stockpile for AI training is what led Liang to establish DeepSeek, which was able to use them in combination with the lower-power chips to develop its models. 

Tech giants like Alibaba and ByteDance, as well as a handful of startups with deep-pocketed investors, dominate the Chinese AI space, making it challenging for small or medium-sized enterprises to compete. A company like DeepSeek, which has no plans to raise funds, is rare. 

Zihan Wang, the former DeepSeek employee, told MIT Technology Review that he had access to abundant computing resources and was given freedom to experiment when working at DeepSeek, “a luxury that few fresh graduates would get at any company.” 

In an interview with the Chinese media outlet 36Kr in July 2024 Liang said that an additional challenge Chinese companies face on top of chip sanctions, is that their AI engineering techniques tend to be less efficient. “We [most Chinese companies] have to consume twice the computing power to achieve the same results. Combined with data efficiency gaps, this could mean needing up to four times more computing power. Our goal is to continuously close these gaps,” he said.  

But DeepSeek found ways to reduce memory usage and speed up calculation without significantly sacrificing accuracy. “The team loves turning a hardware challenge into an opportunity for innovation,” says Wang.

Liang himself remains deeply involved in DeepSeek’s research process, running experiments alongside his team. “The whole team shares a collaborative culture and dedication to hardcore research,” Wang says.

As well as prioritizing efficiency, Chinese companies are increasingly embracing open-source principles. Alibaba Cloud has released over 100 new open-source AI models, supporting 29 languages and catering to various applications, including coding and mathematics. Similarly, startups like Minimax and 01.AI have open-sourced their models. 

According to a white paper released last year by the China Academy of Information and Communications Technology, a state-affiliated research institute, the number of AI large language models worldwide has reached 1,328, with 36% originating in China. This positions China as the second-largest contributor to AI, behind the United States. 

“This generation of young Chinese researchers identify strongly with open-source culture because they benefit so much from it,” says Thomas Qitong Cao, an assistant professor of technology policy at Tufts University.

“The US export control has essentially backed Chinese companies into a corner where they have to be far more efficient with their limited computing resources,” says Matt Sheehan, an AI researcher at the Carnegie Endowment for International Peace. “We are probably going to see a lot of consolidation in the future related to the lack of compute.”

That might already have started to happen. Two weeks ago, Alibaba Cloud announced that it has partnered with the Beijing-based startup 01.AI, founded by Kai-Fu Lee, to merge research teams and establish an “industrial large model laboratory.”

“It is energy-efficient and natural for some kind of division of labor to emerge in the AI industry,” says Cao, the Tufts professor. “The rapid evolution of AI demands agility from Chinese firms to survive.”

Protein Bar Founder Thrives in a Crowded Field

According to Will Nitze, founder and CEO of IQBAR, success in a competitive market requires finding its uncompetitive niches. He did that with his flagship protein bar, which is plant-based, low-sugar, and plainly labeled. That was seven years ago when he launched the company with a $75,000 Kickstarter campaign.

Fast forward to 2025, and IQBAR also makes IQMIX (hydration) and IQJOE (coffee). All promote brain health without competing against each other.

Will and I recently discussed his journey, from the initial capital raise to scaling revenue, adding products, and managing wholesale channels. The entire audio of our conversation is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Give us a quick rundown of who you are.

Will Nitze: I am the founder and CEO of IQBAR. Our hero product is nutritional bars, but we also make IQMIX for hydration and IQJOE for instant coffee. Roughly 55% of our revenue is wholesale; our direct-to-consumer ecommerce site and Amazon account for the balance. We’ve raised just under $10 million since our launch 7 years ago.

Bandholz: How do you stand out in such a competitive market?

Nitze: The key is breaking down the competition into subcategories. In the protein bar market, the saturated category is animal-based ingredients. But when you focus on plant protein, low sugar, and clean labels, you can carve out a space with much less competition but still substantial. It’s about finding the uncompetitive niches within the broader competitive landscape.

I got into this space as a personal passion. I was dissatisfied with my software job and began exploring low-carb diets, eventually landing on keto. I was especially interested in brain food and noticed that, at the time, no one was offering ready-to-eat options. Most brain nutrition comes in pill or powder form. I launched a Kickstarter campaign that raised $75,000, validating the concept. From there, we pivoted based on customer feedback, focusing on protein and clean labels.

The brain angle is useful and differentiated, but it’s the deal closer, not the deal opener. People shop our products based on the protein count — where it came from and how complete it is — and then sugar.

Our strategy has been to expand the product line without cannibalizing our core bar product. Many brands extend their product lines in ways that compete with their existing items, like moving from bars to peanut butter cups. We wanted our new products — hydration and coffee — to complement our bars, aligning with our brain and body nutrition mission but not competing. We also considered shelf stability and ease of production.

Bandholz: You have just nine employees. How do you maintain such a lean team while scaling?

Nitze: Recognizing my weaknesses is essential. I’m not great at hiring, so I rely on a trusted circle. My wife is our chief marketing officer and head of ecommerce. I keep a close connection with everyone on the team. We use external agencies for pay-per-click ads, search engine optimization, and Amazon management. We work closely with these partners and our manufacturer to keep things running smoothly with fewer full-time employees.

We never commit to long-term agency contracts without an exit clause. Most agencies operate on annual terms, but we ensure we can leave with 30- or 60-day notice. We’ve worked with our Amazon agency for over two years; they know our business inside out. We implemented a bonus structure for them to incentivize performance. This deal worked well for both sides, as it aligns their goals with ours.

Bandholz: How did you develop your wholesale strategy?

Nitze: Again, our business will be 55% wholesale this year. We believe in an omnichannel approach, especially brick-and-mortar retail. Digital-first is essential for building credibility in the retail world. We can show prospective retailers data from our ecommerce site, such as the number of customers in their trade area. Brokers play a key role in retail growth, especially those connected with large chains, such as Walmart and Costco.

The key is to work with retailers who pay quickly. Amazon, for example, pays every two weeks. Beyond that, raising money is crucial. Some people idolize bootstrapping, but raising funds allows you to scale quickly. In the early stages, you need capital to fund inventory, which becomes the backbone of your business. Another key is having a high gross margin, which allows you to reinvest into more inventory. Ultimately, scaling up helps maintain cash flow.

Bandholz: Was it hard finding a manufacturer?

Nitze: It was a challenge. Our first co-packer — the company making the food and packaging and labeling it — was great for small volumes but couldn’t scale. Eventually, we switched to a co-packer that could handle higher volumes. This process was painful, as it meant quality control disruptions. But once we found the right partner, we could scale significantly. Now, we have a co-packer that can manage millions of units annually, and that’s been critical to our growth.

Bandholz: Where can people contact you?

Nitze: Reach me through our website, EatIQBar.com, or LinkedIn.

Protein Bar Founder Thrives in a Crowded Field

According to Will Nitze, founder and CEO of IQBAR, success in a competitive market requires finding its uncompetitive niches. He did that with his flagship protein bar, which is plant-based, low-sugar, and plainly labeled. That was seven years ago when he launched the company with a $75,000 Kickstarter campaign.

Fast forward to 2025, and IQBAR also makes IQMIX (hydration) and IQJOE (coffee). All promote brain health without competing against each other.

Will and I recently discussed his journey, from the initial capital raise to scaling revenue, adding products, and managing wholesale channels. The entire audio of our conversation is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Give us a quick rundown of who you are.

Will Nitze: I am the founder and CEO of IQBAR. Our hero product is nutritional bars, but we also make IQMIX for hydration and IQJOE for instant coffee. Roughly 55% of our revenue is wholesale; our direct-to-consumer ecommerce site and Amazon account for the balance. We’ve raised just under $10 million since our launch 7 years ago.

Bandholz: How do you stand out in such a competitive market?

Nitze: The key is breaking down the competition into subcategories. In the protein bar market, the saturated category is animal-based ingredients. But when you focus on plant protein, low sugar, and clean labels, you can carve out a space with much less competition but still substantial. It’s about finding the uncompetitive niches within the broader competitive landscape.

I got into this space as a personal passion. I was dissatisfied with my software job and began exploring low-carb diets, eventually landing on keto. I was especially interested in brain food and noticed that, at the time, no one was offering ready-to-eat options. Most brain nutrition comes in pill or powder form. I launched a Kickstarter campaign that raised $75,000, validating the concept. From there, we pivoted based on customer feedback, focusing on protein and clean labels.

The brain angle is useful and differentiated, but it’s the deal closer, not the deal opener. People shop our products based on the protein count — where it came from and how complete it is — and then sugar.

Our strategy has been to expand the product line without cannibalizing our core bar product. Many brands extend their product lines in ways that compete with their existing items, like moving from bars to peanut butter cups. We wanted our new products — hydration and coffee — to complement our bars, aligning with our brain and body nutrition mission but not competing. We also considered shelf stability and ease of production.

Bandholz: You have just nine employees. How do you maintain such a lean team while scaling?

Nitze: Recognizing my weaknesses is essential. I’m not great at hiring, so I rely on a trusted circle. My wife is our chief marketing officer and head of ecommerce. I keep a close connection with everyone on the team. We use external agencies for pay-per-click ads, search engine optimization, and Amazon management. We work closely with these partners and our manufacturer to keep things running smoothly with fewer full-time employees.

We never commit to long-term agency contracts without an exit clause. Most agencies operate on annual terms, but we ensure we can leave with 30- or 60-day notice. We’ve worked with our Amazon agency for over two years; they know our business inside out. We implemented a bonus structure for them to incentivize performance. This deal worked well for both sides, as it aligns their goals with ours.

Bandholz: How did you develop your wholesale strategy?

Nitze: Again, our business will be 55% wholesale this year. We believe in an omnichannel approach, especially brick-and-mortar retail. Digital-first is essential for building credibility in the retail world. We can show prospective retailers data from our ecommerce site, such as the number of customers in their trade area. Brokers play a key role in retail growth, especially those connected with large chains, such as Walmart and Costco.

The key is to work with retailers who pay quickly. Amazon, for example, pays every two weeks. Beyond that, raising money is crucial. Some people idolize bootstrapping, but raising funds allows you to scale quickly. In the early stages, you need capital to fund inventory, which becomes the backbone of your business. Another key is having a high gross margin, which allows you to reinvest into more inventory. Ultimately, scaling up helps maintain cash flow.

Bandholz: Was it hard finding a manufacturer?

Nitze: It was a challenge. Our first co-packer — the company making the food and packaging and labeling it — was great for small volumes but couldn’t scale. Eventually, we switched to a co-packer that could handle higher volumes. This process was painful, as it meant quality control disruptions. But once we found the right partner, we could scale significantly. Now, we have a co-packer that can manage millions of units annually, and that’s been critical to our growth.

Bandholz: Where can people contact you?

Nitze: Reach me through our website, EatIQBar.com, or LinkedIn.

Matt Mullenweg Hires New Lawyer In Fight Against WP Engine via @sejournal, @martinibuster

A legal document filed in federal court formally notifies that Automattic and Matt Mullenweg have added new representation, a lawyer who has previously represented Meta and Facebook. The new documentation is formally called NOTICE of Appearance. There may be an additional legal filing that may indicate that the previous legal team may no longer be representing Automattic and Matt Mullenweg.

New Attorney

A legal form was filed titled “NOTICE of Appearance filed by Rosemarie Theresa Ring on behalf of Automattic.” Rosemarie Theresa Ring is an attorney at Gibson, Dunn & Crutcher LLP, one of the top law firms in the United States.

Gibson Dunn was founded in 1890 and has represented George W. Bush in the Bush v. Gore legal fight over votes in Florida, Apple, Inc. in an infringement lawsuit against Samsung and also has represented Meta and Facebook.

The law firm that has previously represented Automattic and Matt Mullenweg in their defense in the WP Engine federal lawsuit are Quinn Emanuel Urquhart & Sullivan, LLP, a prestigious international law firm specializing in litigation. According to a citation in Wikipedia, Quinn Emanuel Urquhart & Sullivan have been recognized as a top tier legal firm for intellectual property, patent, trademark, and copyright law, as well as other categories.

The Court Listener website has two entries:

“77 Jan 24, 2025
NOTICE of Appearance filed by Rosemarie Theresa Ring on behalf of Automattic Inc., Matthew Charles Mullenweg (Ring, Rosemarie) (Filed on 1/24/2025) (Entered: 01/24/2025)

Jan 24, 2025
Notice of Appearance/Substitution/Change/Withdrawal of Attorney”

The legal documents aren’t yet available to view but this article will be updated when they are.

What Does It Mean?

It’s unclear if the previous legal representation is still representing Automattic and Matt Mullenweg as part of their legal team as defendants in the WP Engine lawsuit. But it does appear that the defendants are preparing to fight back with some seriously experienced legal representation.

Meta Threads Takes the Next Step By Launching Ads via @sejournal, @brookeosmundson

Big news from Meta: Threads, the platform everyone rushed to last summer, is officially testing ads.

In its announcement today, Threads is launching an image ads test with select brands in the United States and Japan.

For now, this is just a trial run with a handful of brands, but it’s a clear sign that Meta is ready to monetize its newest social media experiment.

In case you missed it, Threads launched in July 2023 as Meta’s answer to X (formerly Twitter). It quickly gained traction, passing 300 million monthly active users, largely thanks to its integration with Instagram.

While its user base might not be as sticky as Meta hoped, this move shows that they’re betting on Threads as more than just a fleeting trend.

What Does the Ad Test Look Like?

The ads being tested are image-based and will pop up in users’ home feeds. In early testing, ads on Threads will show for only a small percentage of people.

Image credit: Facebook.com, January 2025

Meta is gauging how users respond and will decide whether to expand the program based on the data.

Meta’s Approach to Brand Safety

Meta is providing Threads users with control over the ads they see to help them understand how their information is used for ads, and ways to change their experience.

Users will be able to skip an ad they don’t like, or hide or report an ad that they deem inappropriate.

Additionally, Meta is testing an AI-powered inventory filter. This tools lets advertisers control the types of content their ads appear next to, giving brands more confidence to experiment with new platforms like Threads.

Why Advertisers Should Care

For advertisers wanting to jump on this initial test, businesses can simply extend their existing Meta campaigns to Threads without additional creative.

In Meta Ads Manager, advertisers can simply check a box indicating that they’d like to add Threads as a placement.

It’s important to note that by checking the Threads placement box, it does not automatically mean your ads will appear right away because this is a limited test.

Meta did not confirm what brands or verticals would be eligible for this initial test, but we’ll keep an eye out for early advertisements.

Threads’ emphasis on visual content and casual conversations creates a unique opportunity for advertisers to experiment with creative approaches. If your audience is already active on Instagram or Facebook, this could be the perfect extension to your campaigns.

Being an early adopter on a platform could give you a competitive edge when it comes to understanding what resonates.

Next Steps for Marketers

While Threads may still be finding its identity, it’s already proven it can attract a massive audience. And with Meta’s established advertising infrastructure, it’s only a matter of time before Threads becomes a key player in the ad space.

If you’re already running campaigns with Meta, this is your chance to get a head start on a brand new ad platform.

When testing, start small, monitor your performance, and pay attention to how users interact with ads on the platform.

Don’t sleep on the opportunity to test creative formats. Keep an eye on updates from Meta as they expand this test. We will continue to update as more information comes to light.

Short-Form Video Dominance: The Future Of Engagement In Social Media via @sejournal, @donutcaramel13

Short-form videos are no longer a passing trend – they are here to stay.

Short clips on platforms like TikTok, Instagram Reels, and YouTube Shorts have taken over our feeds and continue to thrive on social because of their sharply edited content and low investment requirement.

With YouTube Shorts boasting over 50 billion daily views and TikTok surpassing 1.6 billion monthly active users, it’s clear that short-form videos are dominating the social media landscape.

Whether you’re a social media manager, creative artist, B2B professional, or anyone who uses these three main platforms for their business, this article will explore opportunities that may work for your key vertical.

The Evolution Of Social Media Formats

After the massive uptake of TikTok back in 2018, Instagram and YouTube responded with their own version of video shorts.

Each of them brings their own unique selling points to compete for views. Here’s what you need to know at a glance:

Platform  Launch Key Stats
TikTok August 2018
  • Over 1.6 billion active monthly users worldwide.
  • It’s the most used social media platform for short-form videos, with over 40% of U.S. users preferring it vs. others.
  • Android users spend an average of 34 hours a month on the app.
  • Video maximum length: 10 minutes.
Instagram Reels August 2020
  • This feature is available to Instagram’s 2 billion monthly active users.
  • Close to two-thirds of users spend their time on Instagram.
  • IG Reels ranks third on U.S. user’s preferred platform for watching short-form videos.
  • Reels maximum length: 90 seconds.
YouTube Shorts March 2021 
  • YouTube has over 2.5 billion monthly active users.
  • 23% of U.S. users prefer YouTube Shorts for short-form videos, making it second place for preference.
  • YouTube Shorts maximum length: 3 minutes.

Let’s take a closer look at each platform:

YouTube Short’s Evolution

Out of the three, YouTube is the one that evolved the most and has been the longest-running platform – known for long-form user-generated content for more than a decade now.

From the 2010 homemade comedy skits (Nigahiga, Fred, KevJumba), Let’s Plays (Pewdiepie), and beauty gurus (Zoella) to travel vlogs (Casey Neistat), kid content (MrBeast), and energetic livestreams (IShowSpeed) – it’s quite a jump in production value.

Speaking of vlogs, YouTube helped popularize this concept.

But slowly, short-form content presented some problems for YouTube’s Partner Program. YouTube partners make money from ads, which are frequently shown in long-form videos.

The rise of short-form content presented a financial challenge for creators not used to producing short videos.

Most creators mentioned earlier are no longer at the top like they used to be, although some have quit due to personal reasons, and others have shifted career focus over time.

Also, with the rising star TikTok, which showcases short clips only, and Instagram Reels, a 2020 product that followed suit, I can imagine that YouTube felt pressured to create a new format to keep up with its contemporaries.

It began testing in India in 2020 and debuted globally in 2021, with its video limit expanding over time up to five minutes.

YouTube Shorts succeeded, given that 20.7% of its audience are ages 25 to 34, making them the largest age demographic. The platform had over 2 billion monthly logged-in users at the end of July 2023.

Now, YouTube Shorts are longer. Keep in mind that last October, YouTube announced that YouTube Shorts can now be three minutes long, maximum.

This is in contrast to TikTok’s 10-minute maximum and Instagram Reels’ 90-second maximum length.

Instagram Reel’s Evolution

Instagram was first launched as a photo album-style platform. It then added video capabilities in June 2013 so that Instagram could rival the now-defunct video-sharing platform, Vine.

Seven years later, in August 2020, Instagram Reels was launched so that it could compete with newcomer TikTok.

With music, augmented reality (AR), and editing tools, it became easy to create and post short videos on Instagram – all videos under 15 minutes are also automatically converted into Reels as of July 2022.

TikTok’s Evolution

As for TikTok, it underwent the least amount of evolution. It started with Musical.ly, a lip-syncing app that was acquired by ByteDance, the Chinese tech company.

They bought it back in 2018 and merged its user base with its product, TikTok. Thus began TikTok as we know it, and it had already featured very short clips – think 15 seconds, max.

TikTok is the most popular short-form video platform of the three. According to DataReportal, it rivals and beats Instagram’s reported ad audience by 30%.

Although YouTube is the one to beat when it comes to daily use and opening of the app, TikTok is king when it comes to time spent on the app (34 hours on average per month), compared to YouTube’s 28 hours and 5 minutes and Instagram’s 15 hours and 50 minutes.

That’s amazing, given that much of YouTube activity is spent on it being played in a browser. Additionally, YouTube has the most significant number of active users.

But don’t overlook Instagram. Its “audience affinity,” according to GWI, makes it the world’s favorite app, with 16.5% of all users selecting it vs. all the others, twice more than the 7.4% that chose TikTok.

Instagram is also set to become video-first and drives half of Meta’s revenue in the coming year, according to a report by Jasmine Enberg of EMARKETER.

Why Short-Form Video Is Winning

In this research paper, Shorts on the Rise: Assessing the Effects of YouTube Shorts on Long-Form Video Content, 250 participants were studied, and the outcome was that Shorts were indeed more engaging than the average YouTube video. (Note: While this is a limited study, it may still offer insight.)

Long-form video vs. Short-form creators: Views, likes, and comments were compared. And spoiler alert: Short-form videos from short-form creators won views by a landslide in the views category and only lost out on comments.

Screenshot from Shorts on the Rise: Assessing the Effects of YouTube Shorts on Long-Form Video ContentScreenshot from Shorts on the Rise: Assessing the Effects of YouTube Shorts on Long-Form Video Content, used under CC BY 4.0. No changes were made.

Short-form videos are 2.5 times more likely to receive more engagement, and 85% of viewers prefer videos with a duration of 15 seconds or less.

This makes it useful for SEO and a brand to increase user engagement on the page.

Also, scaling remains a big part of the reasons behind the rise of short-form videos. It’s not just the viewers who benefit from shorter videos, but you as a creator.

A 15-minute video takes fewer resources to create (and can be spliced from existing long-form, pillar content).

Repurposing content works perfectly well in this example for Zillow, a real estate and rental marketplace, explaining whether it’s a buyer or seller’s market, depending on where the customer lives.

The long-form video has eight likes and is barely two minutes long.

And here’s the Shorts version. While it’s not an exact clip from the long-form content, it got over 574 likes at the time of writing and is only 39 seconds long.

Takeaway: Educational content in digestible snippets can work wonders for your brand, whether you’re in real estate, law, or retail.

Zillow’s new market heat index chart didn’t have to be presented against a corporate backdrop, and notice how simply the representative is dressed.

The real estate market could be intimidating for beginners, but this presentation seemed simple enough to understand while being concise.

Overall, it leaves me with the impression that the brand is approachable, and will probably entice more customers to learn and try out their app.

While it works well for B2C, it also works for B2B SaaS, as they have the potential to make it personable and highlight their services.

Here’s how Shopify appeals to its target audience: online entrepreneurs using relatable skits as short-form content on TikTok.

@shopify

all it took was a single stitch for @mel’s crafty coRNer 🌈🫶🏼 to spin up a thriving craft business

♬ original sound – Shopify

This one presents the emotional journey of an aspiring entrepreneur with a nursing degree who wanted to set up her craft business.

She hit the ground running and thrived, thanks to Shopify. It highlights the brand’s unique selling point as a retail point-of-sale system without trying too hard – all in 45 seconds flat.

Prediction For 2025: The Shift In Creator Strategies

I’m predicting the rise of multi-platform influencers – people who shine on all platforms and aren’t celebrities who have worked to become famous online.

TikTok influencers who are unknown on Meta exist by the ton and vice-versa.

Old-school YouTubers may look into TikTok monetization and try to diversify their content to bite-sized formats or give product reviews with a yellow basket.

They could also hire a social media manager to make sure they star on all channels. The only platform that has good integration for crossposting is Meta.

By next year, creators will be trying their hand at other platforms and seeking new audiences there, and agencies can get partnerships with them that really tie in together with their social media strategy.

Finally, creators will shift and incorporate more mixes of short- and long-form content, or dedicate new channels to:

  1. Solely to breadcrumb their viewers into watching the full version, like movie teasers and music video releases.
  2. Create an entirely new art, stories, memes, etc., worth 15 seconds long.

There Is No Shortcut: Challenges For Your Brand

The competition is fierce across various niches. Beauty creators, dancers, and even doctors are becoming dual-platformers.

Short-form videos have the potential to attract new customers, so everyone wants to demonstrate their expertise in 15 seconds.

I believe talent and great storytelling will triumph on the right platform – as long as they are optimized.

Expedia, the travel tech company, does it well across the board, which is something to note for both small and big travel agencies and marketplaces. Here’s an example of its TikTok, Instagram Reel, and YouTube Shorts.

Finally, the competition is now fiercer than ever with AI. How can you stand out in your industry on these platforms? Learning the art of short-form video can only help as the trend progresses.

For B2B SaaS companies, explainer videos and product demos need to be more concise, 15 seconds ideally, but a tutorial on setting up systems can take time.

So, as long as it can incorporate a trendy sound clip or relatable format, it can work (check out this list of TikTok trends our team regularly updates).

Hospitality brands need to focus on visual storytelling, like the examples highlighted above. It’s recommended not to skimp on production because even 15 seconds’ worth of content has to entice customers.

Lastly, lifestyle and fashion brands find success when they focus on user-generated content.

From unboxings to dance trends featuring #OOTDs (outfit of the day), encourage customers to use your branded hashtags on these short-form video platforms.

Consider how Zara fans post their own style hacks, and Zara has its ongoing #SELECTEDby campaign, which allows the retailer to collaborate with stylish influencers and, potentially, fans.

Short-Form Videos: Make Every Second Count

Short-form videos will continue to boom on social media, and these three apps are paving the way – for now.

While long-form content won’t necessarily go out of style anytime soon, creators should pay attention to the short format and ideate how to create mobile-friendly, engaging content for your brand.

TikTok, Instagram Reels, and YouTube Shorts dominate the game, but there are emergent ones who are trying to be the next TikTok, with an offering from Vine’s co-founder called “Byte” one to watch.

Fitting your content into 15 seconds takes a lot of effort, but it can be done.

Chop up parts into a series, tighten the script, adapt TikTok trends and challenges, and try your best to keep it consistent when uploading (put effort into descriptions and thumbnails).

So, if you decide to go short, where do you upload?

Personally, I would recommend TikTok for viral intent and the latest trends, Instagram Reels for niche and established audiences with visual storytelling, and lastly, YouTube Shorts for creators who already rock on the platform.

More Resources:


Featured Image: Frame Stock Footage/Shutterstock

Google Shares Insight On SEO For AI Overviews via @sejournal, @martinibuster

Google’s John Mueller shared his insights on how to approach SEO for AI Search in an interview published on YouTube. The discussion also touched on what SEOs should do in 2025 given the realities of what users want.

The video discussion was hosted by Mike Grehan on his new marketing podcast titled, Inside Marketing With Mike Grehan. Mike is a search marketer who was a co-founder of a search marketing organization and was famous for publishing interviews with Google search engineers.

John Mueller Affirms The Necessity Of SEO

Mike got straight to the point in the discussion by asking what the search community should be focusing on in 2025, jokingly asking if SEO is finally dead. While Mueller obviously didn’t say that search was dead, he and a couple of the other participants in the discussion did acknowledge that SEO is undergoing profound changes.

John Mueller said that he thinks that many in the general public may wish that SEO was dead but that they don’t realize that search optimization has a positive effect, implying that it helps Google surface the websites the public wants to see.

He answered:

“SEO is Dead… I don’t think SEO is dead. I think one of the challenges is lots of people online wish SEO were dead, but they don’t realize that it’s… it’s almost like driving so many of the things that they’re doing online. Where they they notice when something is weird in search or when something is weird on the Internet and they’re like, oh, this is pesky SEO. And they don’t realize all of the things that actually work well because of some of the work that SEO’s do.”

Technical SEO Is Still Important

Mueller suggested that technical SEO will continue to be important for search engines and for AI search. He also mentioned that SEO will be helpful for giving access to large language models that depend on Internet content.

He continued:

“So I think from my side, what people should be doing this year, is kind of hard to say exactly. But I think a lot of the technical SEO stuff definitely continues to make sense. I think a lot of that continues to make sense also with regards to all of the AI things that are happening, all of the different kind of large language models that are trying to train off of the Internet like they need that foundation of technical SEO.”

How SEO Needs To Evolve

Mueller next explained what search marketers need to do in order to evolve with the reality of where we’re at today because of artificial intelligence.

He offered the following insights:

“I think what is also important is to try to figure out like what is the value that you want to get out of the Internet. And …the easy aspect that SEOs have been focusing on in the past is like I want clicks, I just want like lots of clicks. And clicks alone is not really what is driving value for a lot of websites.

So that’s almost like a subtle mindset change of going from clicks to trying to figure out what is the value that I want to get out of it.”

What Mueller was talking about is the narrow perspective that SEO has traditionally ignored anything that didn’t measurably drive traffic or involve a link. Part of the reason for that is client expectations from SEO but it’s also reinforced on the SEO side where they talk about KPIs, Key Performance Indicators. KPIs for SEO are organic traffic, rankings, clicks from the search results.

So what happens is that, at best, SEOs are in their silo doing half the work that needs to be done to drive traffic to a site and at worst they’re doing nothing to promote a site and make it successful. Getting SEO to embrace the promotional part and thinking about what the site actually brings to users.

Mike Grehan remarked:

“Wouldn’t it be nice if people stopped thinking about SEO as just a traffic driver, just throwing numbers and actually thought about it more with a marketing and a more scientific mind?”

Time To Become Real Marketers

Something that Mueller has advised in the past for those who wanted to grow traffic to new websites is to get out there and promote it. Promotion is more than just SEO.

Ryan Jones of Razorfish and founder of the SERPRecon SEO tool (LinkedIn profile) agreed with Mueller that SEOs need to get out of the traffic and clicks bubble, encouraging listeners to add more marketing to their mix.

Ryan  said:

“I think it’s time we become real marketers. We’ve been spoiled for so long where we focus on lower funnel and attribution. And you know, no one ever asked TV how many clicks or visits they got when they run a Super Bowl ad, you know? And even paid search too, in effect, gets away with it.

In SEO if we say, hey, if we’re not there, our competitor might be there. Like OK. Great. How many clicks is it gonna get? But on on paid media, we can say, well, if we’re not there, our competitor will get there and they’ll say here’s $1,000,000. Go, go be there, right?

And so I think it’s time we evolve SEO to be full funnel. We gotta start thinking about user intent, what users want, do real marketing. It’s not enough to focus on clicks, and we’ve been spoiled. We’ve we focused so much on tactics, right?

To go back to ‘is SEO dead,’ if all you thought about is tactics to get clicks and links and rankings, then yeah, it’s dead. But if you thought about giving users what they want, then no, it’s not dead. It’s evolving.

So …that stuff is important, but I think, to bring it home…  We have to do real marketing. It’s not enough to just do last click attribution like we have been in the past, we got to be real marketers and that excites me because I think you know at a large agency or with all of our backgrounds, I think we’re all well positioned to be real marketers because we’ve been doing that.”

Face The SEO Reality

Ryan Jones went on to say that it’s time to get real about the fact that people increasingly don’t want to visit a website, that they want information. He suggested that the role of websites no longer fits with what people want, so SEOs need to be realistic about that. The irony of what he’s suggesting is that SEOs love to talk about user intent but they have failed to keep up with the reality of what users want.

He said:

“When I search “when is the Super Bowl” I want to know it’s February 9th. That’s it. End of task. I’m done. …What I don’t want, and go click the first, second, third or 4th result for this, I promise you’ll get it, what I do not want is a website with an overlay ad, a cookie consent notice, and opt in to click in your alerts, an e-mail signup form, and seven paragraphs of unrelated text before it tells me it’s February 9.

…Nowadays… people just want the …answer, they don’t actually want the website. And a lot of SEOs haven’t kept up with that shift or paradigm. …we lost track of what the user actually wants.”

John Mueller Discusses SEO For AI Overviews

Mike Grehan next asked the question that everyone wants answered, which is how to optimize for AI Overviews.

John Mueller recommended thinking about it the same way that SEOs optimize for featured snippets.

Mueller said:

“I just want to say that all of these discussions we had, I don’t know what was it like 5 or 10 years ago? Featured snippets. It’s basically the same thing, right?

It’s like this is very visible on top and it’s like, ‘I hate it.’ And then a year later, everyone’s like, oh, how do I get in and how do I optimize for it? How do I appear more visibly?

And my feeling is… without kind of any big crystal ball, is that this is something that is going to evolve in a similar direction and I think user expectations definitely change. I think AI type answers make sense for a lot of queries and that’s going to be frustrating for some sites that focus on those queries, kind of like with featured snippets as well. And that also provides a lot of opportunities.

And I also think that’s something where kind of like the different levels of SEO that you’re working at they continue to make sense. Like at a low level you work on a lot of technical issues which remain the same and then you move up to more strategic approaches where you try to figure out like what direction you should go.”

Watch also: Mastering AI Overviews For Greater Search Visibility

Inside Marketing With Mike Grehan

There are many more ideas discussed on Mike’s video podcast, it may be useful to find the time to go watch the video.

Why the next energy race is for underground hydrogen

It might sound like something straight out of the 19th century, but one of the most cutting-edge areas in energy today involves drilling deep underground to hunt for materials that can be burned for energy. The difference is that this time, instead of looking for fossil fuels, the race is on to find natural deposits of hydrogen.

Hydrogen is already a key ingredient in the chemical industry and could be used as a greener fuel in industries from aviation and transoceanic shipping to steelmaking. Today, the gas needs to be manufactured, but there’s some evidence that there are vast deposits underground.

I’ve been thinking about underground resources a lot this week, since I’ve been reporting a story about a new startup, Addis Energy. The company is looking to use subsurface rocks, and the conditions down there, to produce another useful chemical: ammonia. In an age of lab-produced breakthroughs, it feels like something of a regression to go digging for resources, but looking underground could help meet energy demand while also addressing climate change.

It’s rare that hydrogen turns up in oil and gas operations, and for decades, the conventional wisdom has been that there aren’t large deposits of the gas underground. Hydrogen molecules are tiny, after all, so even if the gas was forming there, the assumption was that it would just leak out.

However, there have been somewhat accidental discoveries of hydrogen over the decades, in abandoned mines or new well sites. There are reports of wells that spewed colorless gas, or flames that burned gold. And as people have looked more intentionally for hydrogen, they’ve started to find it.

As it turns out, hydrogen tends to build up in very different rocks from those that host oil and gas deposits. While fossil-fuel prospecting tends to focus on softer rocks, like organic-rich shale, hydrogen seems most plentiful in iron-rich rocks like olivine. The gas forms when chemical reactions at elevated temperature and pressure underground pull water apart. (There’s also likely another mechanism that forms hydrogen underground, called radiolysis, where radioactive elements emit radiation that can split water.)

Some research has put the potential amount of hydrogen available at around a trillion tons—plenty to feed our demand for centuries, even if we ramp up use of the gas.

The past few years have seen companies spring up around the world to try to locate and tap these resources. There’s an influx in Australia, especially the southern part of the country, which seems to have conditions that are good for making hydrogen. One startup, Koloma, has raised over $350 million to aid its geologic hydrogen exploration.

There are so many open questions for this industry, including how much hydrogen is actually going to be accessible and economical to extract. It’s not even clear how best to look for the gas today; researchers and companies are borrowing techniques and tools from the oil and gas industry, but there could be better ways.

It’s also unknown how this could affect climate change. Hydrogen itself may not warm the planet, but it can contribute indirectly to global warming by extending the lifetime of other greenhouse gases. It’s also often found with methane, a super-powerful greenhouse gas that could do major harm if it leaks out of operations at a significant level.

There’s also the issue of transportation: Hydrogen isn’t very dense, and it can be difficult to store and move around. Deposits that are far away from the final customers could face high costs that might make the whole endeavor uneconomical.  

But this whole area is incredibly exciting, and researchers are working to better understand it. Some are looking to expand the potential pool of resources by pumping water underground to stimulate hydrogen production from rocks that wouldn’t naturally produce the gas.

There’s something fascinating to me about using the playbook of the oil and gas industry to develop an energy source that could actually help humanity combat climate change. It could be a strategic move to address energy demand, since a lot of expertise has accumulated over the roughly 150 years that we’ve been digging up fossil fuels.

After all, it’s not digging that’s the problem—it’s emissions.


Now read the rest of The Spark

Related reading

This story from Science, published in 2023, is a great deep dive into the world of so-called “gold hydrogen.” Give it a read for more on the history and geology here.

For more on commercial efforts, specifically Koloma, give this piece from Canary Media a read.   

And for all the details on geologic ammonia and Addis Energy, check out my latest story here.

Another thing

Donald Trump officially took office on Monday and signed a flurry of executive orders. Here are a few of the most significant ones for climate:  

Trump announced his intention to once again withdraw from the Paris agreement. After a one-year waiting period, the world’s largest economy will officially leave the major international climate treaty. (New York Times)

The president also signed an order that pauses lease sales for offshore wind power projects in federal waters. It’s not clear how much the office will be able to slow projects that already have their federal permits. (Associated Press)

Another executive order, titled “Unleashing American Energy,” broadly signals a wide range of climate and energy moves. 
→ One section ends the “EV mandate.” The US government doesn’t have any mandates around EVs, but this bit is a signal of the administration’s intent to roll back policies and funding that support adoption of these vehicles. There will almost certainly be court battles. (Wired)
Another section pauses the disbursement of tens of billions of dollars for climate and energy. The spending was designated by Congress in two of the landmark laws from the Biden administration, the Bipartisan Infrastructure Law and the Inflation Reduction Act. Again, experts say we can likely expect legal fights. (Canary Media)

Keeping up with climate

The Chinese automaker BYD built more electric vehicles in 2024 than Tesla did. The data signals a global shift to cheaper EVs and the continued dominance of China in the EV market. (Washington Post)

A pair of nuclear reactors in South Carolina could get a second chance at life. Construction halted at the VC Summer plant in 2017, $9 billion into the project. Now the site’s owner wants to sell. (Wall Street Journal)

→ Existing reactors are more in-demand than ever, as I covered in this story about what’s next for nuclear power. (MIT Technology Review)

In California, charging depots for electric trucks are increasingly choosing to cobble together their own power rather than waiting years to connect to the grid. These solar- and wind-powered microgrids could help handle broader electricity demand. (Canary Media)

Wildfires in Southern California are challenging even wildlife that have adapted to frequent blazes. As fires become more frequent and intense, biologists worry about animals like mountain lions. (Inside Climate News)

Experts warn that ash from the California wildfires could be toxic, containing materials like lead and arsenic. (Associated Press)

Burning wood for power isn’t necessary to help the UK meet its decarbonization goals, according to a new analysis. Biomass is a controversial green power source that critics say contributes to air pollution and harms forests. (The Guardian

This is what might happen if the US withdraws from the WHO

On January 20, his first day in office, US president Donald Trump signed an executive order to withdraw the US from the World Health Organization. “Ooh, that’s a big one,” he said as he was handed the document.

The US is the biggest donor to the WHO, and the loss of this income is likely to have a significant impact on the organization, which develops international health guidelines, investigates disease outbreaks, and acts as an information-sharing hub for member states.

But the US will also lose out. “It’s a very tragic and sad event that could only hurt the United States in the long run,” says William Moss, an epidemiologist at Johns Hopkins Bloomberg School of Public Health in Baltimore.

A little unfair?

Trump appears to take issue with the amount the US donates to the WHO. He points out that it makes a much bigger contribution than China, a country with a population four times that of the US. “It seems a little unfair to me,” he said as he prepared to sign the executive order.

It is true that the US is far and away the biggest financial supporter of the WHO. The US contributed $1.28 billion over the two-year period covering 2022 and 2023. By comparison, the second-largest donor, Germany, contributed $856 million in the same period. The US currently contributes 14.5% of the WHO’s total budget.

But it’s not as though the WHO sends a billion-dollar bill to the US. All member states are required to pay membership dues, which are calculated as a percentage of a country’s gross domestic product. For the US, this figure comes to $130 million. China pays $87.6 million. But the vast majority of the US’s contributions to the WHO are made on a voluntary basis—in recent years, the donations have been part of multibillion-dollar spending on global health by the US government. (Separately, the Bill and Melinda Gates Foundation contributed $830 million over 2022 and 2023.)

There’s a possibility that other member nations will increase their donations to help cover the shortfall left by the US’s withdrawal. But it is not clear who will step up—or what implications changing the structure of donations will have.

Martin McKee, a professor of European public health at the London School of Hygiene and Tropical Medicine, thinks it is unlikely that European members will increase their contributions by much. The Gulf states, China, India, Brazil, and South Africa, on the other hand, may be more likely to pay more. But again, it isn’t clear how this will pan out, or whether any of these countries will expect greater influence over global health policy decisions as a result of increasing their donations.

Deep impacts

WHO funds are spent on a range of global health projects—programs to eradicate polio, rapidly respond to health emergencies, improve access to vaccines and medicines, develop pandemic prevention strategies, and more. The loss of US funding is likely to have a significant impact on at least some of these programs.

It is not clear which programs will lose funding, or when they will be affected. The US is required to give 12 months’ notice to withdraw its membership, but voluntary contributions might stop before that time is up. 

For the last few years, WHO member states have been negotiating a pandemic agreement designed to improve collaboration on preparing for future pandemics. The agreement is set to be finalized in 2025. But these discussions will be disrupted by the US withdrawal, says McKee. It will “create confusion about how effective any agreement will be and what it will look like,” he says.

The agreement itself won’t make as big an impact without the US as a signatory, either, says Moss, who is also a member of a WHO vaccine advisory committee. The US would not be held to information-sharing standards that other countries could benefit from, and it might not be privy to important health information from other member nations. The global community might also lose out on the US’s resources and expertise. “Having a major country like the United States not be a part of that really undermines the value of any pandemic agreement,” he says.

McKee thinks that the loss of funding will also affect efforts to eradicate polio, and to control outbreaks of mpox in the Democratic Republic of Congo, Uganda, and Burundi, which continue to report hundreds of cases per week. The virus “has the potential to spread, including to the US,” he points out.

“Diseases don’t stick to national boundaries, hence this decision is not only concerning for the US, but in fact for every country in the world,” says Pauline Scheelbeek at the London School of Hygiene and Tropical Medicine. “With the US no longer reporting to the WHO nor funding part of this process, the evidence on which public health interventions and solutions should be based is incomplete.”

Moss is concerned about the potential for outbreaks of vaccine-preventable diseases. Robert F. Kennedy Jr., Trump’s pick to lead the Department of Health and Human Services, is a prominent antivaccine advocate, and Moss worries about potential changes to vaccination-based health policies in the US. That, combined with a weakening of the WHO’s ability to control outbreaks, could be a “double whammy,” he says: “We’re setting ourselves up for large measles disease outbreaks in the United States.”

At the same time, the US is up against another growing threat to public health: the circulation of bird flu on poultry and dairy farms. The US has seen outbreaks of the H5N1 virus on poultry farms in all states, and the virus has been detected in 928 dairy herds across 16 states, according to the US Centers for Disease Control and Prevention. There have been 67 reported human cases in the US, and one person has died. While we don’t yet have evidence that the virus can spread between people, the US and other countries are already preparing for potential outbreaks.

But this preparation relies on a thorough and clear understanding of what is happening on the ground. The WHO provides an important role in information sharing—countries report early signs of outbreaks to the agency, which then shares the information with its members. This kind of information not only allows countries to develop strategies to limit the spread of disease but can also allow them to share genetic sequences of viruses and develop vaccines. Member nations need to know what’s happening in the US, and the US needs to know what’s happening globally. “Both of those channels of communication would be hindered by this,” says Moss.

As if all of that weren’t enough, the US also stands to suffer in terms of its reputation as a leader in global public health. “By saying to the world ‘We don’t care about your health,’ it sends a message that is likely to reflect badly on it,” says McKee. “It’s a classic lose-lose situation.”

“It’s going to hurt global health,” says Moss. “It’s going to come back to bite us.”

Update: this article was amended to include commentary from Pauline Scheelbeek.

The Download: US WHO exit risks, and underground hydrogen

This is today’s edition of The Download, our weekday newsletter that provides a daily dose of what’s going on in the world of technology.

This is what might happen if the US withdraws from the WHO

On January 20, his first day in office, US president Donald Trump signed an executive order to withdraw the US from the World Health Organization.

The US is the biggest donor to the WHO, and the loss of this income is likely to have a significant impact on the organization, which develops international health guidelines, investigates disease outbreaks, and acts as an information-sharing hub for member states. But the US will also lose out. Read the full story.

—Jessica Hamzelou

Why the next energy race is for underground hydrogen

It might sound like something straight out of the 19th century, but one of the most cutting-edge areas in energy today involves drilling deep underground to hunt for materials that can be burned for energy. The difference is that this time, instead of looking for fossil fuels, the race is on to find natural deposits of hydrogen.

In an age of lab-produced breakthroughs, it feels like something of a regression to go digging for resources. But looking underground could help meet energy demand while also addressing climate change. Read the full story.

—Casey Crownhart

This article is from The Spark, MIT Technology Review’s weekly climate newsletter. To receive it in your inbox every Wednesday, sign up here.

Cattle burping remedies: 10 Breakthrough Technologies 2025

Companies are finally making real progress on one of the trickiest problems for climate change: cow burps.

The world’s herds of cattle belch out methane as a by-product of digestion, as do sheep and goats. That powerful greenhouse gas makes up the single biggest source of livestock emissions, which together contribute 11% to 20% of the world’s total climate pollution, depending on the analysis.

Enter the cattle burping supplement. DSM-Firmenich, a Netherlands-based conglomerate, says its Bovaer food supplement significantly reduces the amount of methane that cattle belch—and it’s now available in dozens of countries. Read the full story.

—James Temple

Cattle burping remedies is one of our 10 Breakthrough Technologies for 2025, MIT Technology Review’s annual list of tech to watch. Check out the rest of the list, and cast your vote for the honorary 11th breakthrough.

The must-reads

I’ve combed the internet to find you today’s most fun/important/scary/fascinating stories about technology.

1 Tech leaders are squabbling over Trump’s new Stargate AI project
Musk says its backers don’t have enough money. Satya Nadella and Sam Altman disagree. (The Guardian)+ It’s far from the first time Musk and Altman have clashed. (Insider $)
+ The scrap could threaten Musk’s cordial relationship with Donald Trump. (FT $)

2 Trump has threatened to withhold aid from California
He falsely claimed the state’s officials have been refusing to fight the fires with water. (WP $)
+ A new fire broke out along the Ventura County border last night. (LA Times $)

3 Redditors are weighing up banning links to X
In response to Elon Musk’s salute. (404 Media)
+ Not everyone agrees that the boycott will have the desired effect, though. (NYT $)

4 How right-leaning male YouTubers helped to elect Trump
Young men are responding favorably to content painting them as powerless. (Bloomberg $)

5 Why the US isn’t handing out bird flu vaccines right now
It’s not currently being treated as a priority. (Wired $)
+ How the US is preparing for a potential bird flu pandemic. (MIT Technology Review)

6 Why you might be inadvertently following Trump on social media
And why it may take a while for Meta to honor requests to unfollow. (NYT $)
+ The company has denied secretly adding users to Trump’s followers list. (Insider $)+ Handily enough, Trump has ordered the US government to stop pressuring social media firms. (WP $)

7 Investors’ interest in weight-loss drugs is waning
A disappointing trial and falling sales spell bad news for the sector. (FT $)
+ Drugs like Ozempic now make up 5% of prescriptions in the US. (MIT Technology Review)

8 A software engineer is trolling OpenAI with a new domain name
Ananay Arora registered OGOpenAI.com to redirect to a Chinese AI lab. (TechCrunch)

9 Macbeth is being turned into an interactive video game
The Scottish play is being given a 21st century makeover. (The Verge)

10 Why measuring the quality of your sleep is so tough 💤
Not everyone agrees on what counts as good sleep, for a start. (New Scientist $)

Quote of the day

“I acknowledge that this action is largely just virtue signalling. But if somebody starts popping off Nazi salutes at the presidential inauguration of a purported ‘first world’ country, then virtue signalling is the least I can do.”

—A Reddit moderator explains their decision to ban links to X in their forum after Elon Musk’s gestures at a post-inauguration rally this week, NBC News reports.

The big story

Welcome to Chula Vista, where police drones respond to 911 calls

February 2023

In the skies above Chula Vista, California, where the police department runs a drone program, it’s not uncommon to see an unmanned aerial vehicle darting across the sky.

Chula Vista is one of a dozen departments in the US that operate what are called drone-as-first-responder programs, where drones are dispatched by pilots, who are listening to live 911 calls, and often arrive first at the scenes of accidents, emergencies, and crimes, cameras in tow.

But many argue that police forces’ adoption of drones is happening too quickly, without a well-informed public debate around privacy regulations, tactics, and limits. There’s also little evidence that drone policing reduces crime. Read the full story.

—Patrick Sisson

We can still have nice things

A place for comfort, fun and distraction to brighten up your day. (Got any ideas? Drop me a line or skeet ’em at me.)

+ If you were struck by the beautiful scenery in The Brutalist, check out where it was filmed.
+ This newly-unearthed, previously unreleased Tina Turner track is a banger.
+ What to expect from the art world in the next 12 months.
+ Let’s take a look at this year’s potential runners and riders for the Oscars.