Who should get a uterus transplant? Experts aren’t sure.

This article first appeared in The Checkup, MIT Technology Review’s weekly biotech newsletter. To receive it in your inbox every Thursday, and read articles like this first, sign up here.

Earlier this year, a boy in Sweden celebrated his 10th birthday. Reproductive scientists and doctors marked the occasion too. This little boy’s birth had been special. He was the first person to be born from a transplanted uterus.

The boy was born in 2014 after his mother, a 35-year-old woman who had been born without a uterus, received a donated uterus from a 61-year-old close family friend. At the time, she was one of only 11 women who had undergone the experimental procedure.

A decade on, over 135 uterus transplants have been performed globally, resulting in the births of over 50 healthy babies. The surgery has had profound consequences for these families—the recipients would not have been able to experience pregnancy any other way.

But legal and ethical questions continue to surround the procedure, which is still considered experimental. Who should be offered a uterus transplant? Could the procedure ever be offered to transgender women? And if so, who should pay for these surgeries?

These issues were raised at a recent virtual event run by Progress Educational Trust, a UK-based charity that aims to provide information to the public on genomics and infertility. One of the speakers was Mats Brännström, who led the team at the University of Gothenburg that performed the first successful transplant.

For Brännström, the story of uterus transplantation begins in 1998. While traveling in Australia, he said, he met a 27-year-old woman called Angela, who longed to be pregnant but lacked a functional uterus. She suggested to Brännström that her mother could donate hers. “I was amazed I hadn’t thought of it before,” he said.

According to Brännström, around 1 in 500 women experience infertility due to what’s known as absolute uterine factor infertility, or AUFI, meaning they do not have a functional uterus. Uterus transplants could offer them a way to get pregnant.

His meeting with Angela kick-started a research project that started in mice and eventually moved on to pigs, sheep, and baboons. Brännström’s team started performing uterus transplants in women as part of a small clinical trial in 2012. In that trial, all the donors were living, and in many cases they were the mothers or aunts of the recipients.

The surgeries ended up being more complicated than he had anticipated, said Brännström. The operation to remove a donor’s uterus was expected to take between three and four hours. It ended up taking between eight and 11 hours.  

In that first trial, Brännström’s team transplanted uteruses into nine women, each of whom had IVF to create and store embryos beforehand. The woman who was the first to give birth had IVF over a 12-month period, which ended six months before her surgery. It took a little over 10 hours to remove the uterus from the donor, and just under five hours to stitch it into the recipient.

The recipient started getting her period 43 days after her transplant. Doctors transferred one of her embryos into the uterus a year after her surgery. Three weeks later, a pregnancy test confirmed she was pregnant.

At 31 weeks, she was admitted to hospital with preeclampsia, a serious medical condition that can develop during pregnancy, and her baby was delivered by C-section 16 hours later. She was discharged from hospital after three days, although the baby spent 16 days in the hospital’s neonatal unit.

Despite those difficulties, her story is considered a success. Other uterus recipients have also experienced pregnancy complications, and some have had surgical complications. And all transplant recipients must adhere to a regimen of immunosuppressant drugs, which can have side effects.

The uteruses aren’t intended to last forever, either. Surgeons remove them once the recipients have completed their families, often after one or two children. The removal is also a significant operation.

Given all that, uterus transplants are not to be taken lightly. And there are other paths to parenthood. Some ethicists are concerned that in pursuing uterus transplantation as a fertility treatment, we might reinforce ideas that define a woman’s value in terms of her reproductive potential, Natasha Hammond-Browning, a legal scholar at Cardiff University in Wales, said at the event. “There is debate around whether we should be giving greater preference to adoption, to surrogacy, and to supporting children who already exist and who need care,” she said.

We also need to consider whether there is a “right to gestate,” and if there is, who has that right, said Hammond-Browning. And these concerns need to be balanced with the importance of reproductive autonomy—the idea that people have the right to decide and control their own reproductive efforts.

Further questions remain over whether uterus transplants might ever be an option for trans women, who not only lack a uterus but also have a different pelvic anatomy. I asked the speakers if the surgery might ever be feasible. They weren’t hugely optimistic that it would, at least in the near future.

“I personally think that the transgender community have been given … false hope for responsible transplantation in the near future,” was the response of J. Richard Smith of Imperial College London, who co-led the first uterus transplant performed in the UK. Even cisgender women who have needed surgery to create “neovaginas” aren’t eligible for the uterus transplants his team are offering as part of a clinical study. They have an altered vaginal microbiome that appears to increase the risk of miscarriage, he said.

“There is a huge amount of work to be done before this work can be translated to the transgender community,” Smith said. Brännström agreed but added that he thinks the surgery will be available at some point—just after a lot more research.

And then there are the legal and ethical questions, none of which have easy answers. Hammond-Browning pointed out that clinical teams would first need to determine what the goal of such an operation would be. Is it about reproduction or gender realignment, for example? And how might that goal influence decisions over who should get a donated uterus, and why?

Considering only 135 human uterus transplants have ever been carried out, we still have a lot to learn about the best way to perform them. (For context, more than 25,000 kidney transplants were carried out in 2023 in the US alone.) Researchers are still figuring out how uteruses from deceased donors differ from those of living ones, and how to minimize complications in young, healthy women. Since that little boy was born 10 years ago, only 50 other children have been born in a similar way. It’s still early days.


Now read the rest of The Checkup

Read more from MIT Technology Review

The first birth following the transplantation of a uterus from a dead donor happened in 2017. A team in Brazil transferred the uterus of a 45-year-old donor, who had died from a brain hemorrhage, to a 32-year-old recipient born without a uterus. 

Researchers are working on artificial wombs—“biobags” designed to care for premature babies. They have been tested on lambs and piglets. Now FDA advisors are figuring out how to move the technology into human trials

An alternative type of artificial womb is being used to grow mouse embryos. Jacob Hanna at the Weizmann Institute of Science and his colleagues say they’ve been able to grow embryos in this environment for 11 or 12 days—around half the animal’s gestational period. 

Research is underway to develop new fertility options for transgender men. Some of these men are put off by existing approaches, which tend to involve pausing hormone therapy and undergoing potentially distressing procedures. 

From around the web

People on Ozempic, Wegovy, and similar drugs are losing their appetite for sugary, ultraprocessed foods. The food industry will have to adapt. (TIL Nestlé has already started a line of frozen meals targeted at people on these weight-loss drugs.) (The New York Times Magazine)

People who have a history of obesity can find it harder to lose weight. That might be because the fat cells in our bodies seem to “remember” that history and have an altered response to food. (The Guardian)

Robert F. Kennedy Jr. took leave as chairman of Children’s Health Defense, a nonprofit known for spreading doubt about vaccines, to run for US president last year. But he is still involved in legal cases filed by the group. And several of its cases remain open, including ones against the Food and Drug Administration, the Centers for Disease Control and Prevention, and the National Institutes of Health—all agencies Kennedy would lead if his nomination for head of Health and Human Services is confirmed. (STAT)

Researchers are among the millions of new users of Bluesky, a social media alternative to X (formerly known as Twitter). “There is this pent-up demand among scientists for what is essentially the old Twitter,” says one researcher who found that the number of influential scientists using the platform doubled between August and November. (Science

Since 2016, a team of around 100 scientists have been working to catalogue the 37 trillion or so cells in the human body. This week, the Human Cell Atlas published a collection of studies that represents a significant first step toward that goal—including maps of cells in the nervous system, lungs, heart, gut, and immune system. (Nature)

The Download: how OpenAI tests its models, and the ethics of uterus transplants

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.

How OpenAI stress-tests its large language models

OpenAI has lifted the lid (just a crack) on its safety-testing processes. It has put out two papers describing how it stress-tests its powerful large language models to try to identify potential harmful or otherwise unwanted behavior, an approach known as red-teaming. 

The first paper describes how OpenAI directs an extensive network of human testers outside the company to vet the behavior of its models before they are released. The second presents a new way to automate parts of the testing process, using a large language model like GPT-4 to come up with novel ways to bypass its own guardrails. MIT Technology Review got an exclusive preview of the work. 

—Will Douglas Heaven

Who should get a uterus transplant? Experts aren’t sure.

Over 135 uterus transplants have been performed globally in the last decade, resulting in the births of over 50 healthy babies. The surgery has had profound consequences for these families—the recipients would not have been able to experience pregnancy any other way.

But legal and ethical questions continue to surround the procedure, which is still considered experimental. Who should be offered a uterus transplant? Could the procedure ever be offered to transgender women? And if so, who should pay for these surgeries? Read the full story

—Jessica Hamzelou

This story is from The Checkup, our weekly newsletter about the latest in biotech and health. Sign up to receive it in your inbox every Thursday.

The must-reads

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

1 OpenAI may launch a web browser
Which would be a full-frontal assault on Google (The Information $)
+ The Google browser break-up is an answer in search of a question. (FT $)
OpenAI accidentally deleted potential evidence in a training data lawsuit. (The Verge)

2 Border militias are ready to help with Trump’s deportation plans
Regardless of whether they’re asked to or not. (Wired $)
+ Trump’s administration plans to radically curb the powers of the federal agency that protects unions. (WP $)

3 Russia hit Ukraine with a new type of missile 
Here’s what we know about it so far. (The Guardian)

4 Microsoft is about to turn 50
And it’s every bit as relevant and powerful as it’s ever been. (Wired $)

5 China has overtaken Germany in industrial robot adoption
South Korea, however, remains streets ahead of both of them. (Reuters $)
Three reasons robots are about to become way more useful. (MIT Technology Review

6 The irresistible rise of cozy tech
Our devices, social media and now AI are encouraging us to keep looking inward. (New Yorker $)
+ Inside the cozy but creepy world of VR sleep rooms. (MIT Technology Review)

7 Churchgoers in a Swiss city have been spilling their secrets to AI Jesus 😇
And they’re mostly really enjoying it. Watch out, priests. (The Guardian)

8 A French startup wants to make fuel out of thin air
Then use it to fuel ships and airplanes. (IEEE Spectrum)
+ Everything you need to know about alternative jet fuels. (MIT Technology Review

9 WhatsApp is going to start transcribing voice messages
This seems a good compromise to bridge people’s different communication preferences. (The Verge)

10 Want a new phone? You should consider second-hand
It’s better for the planetand your wallet. (Vox)

Quote of the day

“Nope. 100% not true.”

—Jeff Bezos fires back at Elon Musk’s claim that he was telling everyone that Trump would lose pre-election in a rare post on X.

 The big story

This chemist is reimagining the discovery of materials using AI and automation

Automated fluid handling

DEREK SHAPTON

October 2021

Alán Aspuru-Guzik, a Mexico City–born, Toronto-based chemist, has devoted much of his life to contemplating worst-case scenarios. What if climate change proceeds as expected, or gets significantly worse? Could we quickly come up with the materials we’ll need to cheaply capture carbon, or make batteries from something other than costly lithium?

Materials discovery—the science of creating and developing useful new substances—often moves at a frustratingly slow pace. The typical trial-and-error approach takes an average of two decades, making it too expensive and risky for most companies to pursue.

Aspuru-Guzik’s objective—which he shares with a growing number of computer-­savvy chemists—is to shrink that interval to a matter of months or years. And advances in AI, robotics, and computing are bringing new life to his vision. Read the full story.

—Simon Lewsen

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 tweet ’em at me.)

+ Do you struggle with a lack of confidence? Here’s how to take up a bit more space.
+ These recipes will ensure you have a delicious Thanksgiving next week.
+ It’s impossible not to dream of lazy sunny days while gazing at Quentin Monge’s work
+ Tom Jones x Disturbed = very funny

From Porsche to Purpose: A CMO’s Journey

Kevin Dahlstrom once paid cash for a $211,000 Porsche. He was in his 30s, living in Texas, holding down high-powered corporate marketing jobs, such as with Mr. Cooper, a mortgage services company, and Elevate, a credit solutions firm.

He says the Porsche created more stress than joy and started his practice of minimalism — letting go of material things. So in his 40s he chucked it all, moved his family to Colorado, and focused on “a more meaningful and balanced life.”

He and I recently spoke. He shared his evolution — from money-seeking to happiness, purpose, rock climbing, and more. Our entire audio is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Give us your overview.

Kevin Dahlstrom: I live in Boulder, Colorado, with my wife and two teenage daughters. I’m 53, and my motto is, “I learned everything the hard way, so you don’t have to.” My career has involved starting four companies and working at the C-level in larger companies, typically as a chief marketing officer. At the peak of my career in my mid-40s, I walked away from the corporate world, moved to Boulder, and rebooted my life. I focused on finding happiness through activities like rock climbing and creating a more meaningful and balanced life.

When I was younger, I bought into society’s definition of success — money and status. I climbed the corporate ladder but realized I wasn’t happy. I wasn’t deliberate in shaping my life around what mattered to me. In my mid-40s, I redefined success on my own terms and built my life around that vision. Today, I have control over my time, balancing my passion for work and rock climbing while being a dedicated husband and father.

Bandholz: Could you have achieved this life without the money-and-status stage?

Dahlstrom: There are seasons in life. There’s a season for grinding and one for reaping the rewards. I’m in the latter now. What’s essential is grinding with purpose. I made the mistake of pursuing goals that didn’t matter much to me. I can tell you from experience that once you hit a certain level of wealth, adding more doesn’t improve your life — it can even worsen it.

It’s all about setting boundaries. I started early in my 30s when I realized I was on a hamster wheel, running faster but getting nowhere. Boundaries ensured I remained present for my family and maintained my health. Many think you grind for years, then suddenly retire. I see it as a sliding scale where you gradually gain control over your time and choices. Even though I rebooted in my 40s, this process had been underway for years.

Bandholz: Were there events that triggered your reassessment?

Dahlstrom: I have an exercise called the “ideal end state.” You list what your perfect life looks like — not achievements, but how you want to spend your time and who you want to be with. Most people find that what they want costs less than they thought. I did this exercise, and it led to my reboot.

A pivotal moment was when I bought a Porsche 911, a childhood dream. I paid $211,000 in cash, but it brought me more stress than joy. I realized I wasn’t that kid anymore, and the Porsche didn’t define me. That experience started my practice of minimalism, helping me let go of material things that didn’t align with who I had become.

Bandholz: You’re into rock climbing. Is your family involved?

Dahlstrom: One of my daughters used to climb but lost interest. My wife is into tennis; it’s healthy for everyone to have their own thing. I believe in the concept of “three lives”: your life as a family, your life as a couple, and your individual life. All three need to be maintained.

Many young parents give up one or two of those lives, which creates a toxic environment. Early in my marriage, climbing caused conflict, but we’ve come to appreciate the importance of maintaining separate interests for a sustainable relationship.

We’ve been married 27 years, and anyone who says it’s easy is lying. A healthy marriage, like any long-term relationship, is hard work. The best advice I ever got was, “A great marriage is a choice you make every day.” It’s about mindset — believing in your partner.

Weekly check-ins are crucial. My wife and I sit down for 30 minutes without distractions and discuss how things are going. This intentional time keeps the relationship strong, even in tough times. As soon-to-be empty nesters, we’re excited for the next phase of life and the freedom it brings.

Bandholz: You’ve said you’re focused on the long term. How does that play into your success?

Dahlstrom: I’m only interested in long games. Short games don’t appeal to me. Long games involve ups, downs, suffering, and discipline. I thrive in that. My ability to endure, to power through tough times, is my secret weapon. Long games are about mastery — you might not see immediate results, but over time, the benefits compound. That’s how I’ve approached climbing and business. Stick with something long enough, and you’ll eventually see success.

Bandholz: You’ve talked about manifesting the life you want. What is that?

Dahlstrom: Manifesting is about setting your mind on something and letting that intention guide your actions. Your behavior follows your thoughts. It’s not just about setting goals — it’s about aligning your energy and actions to create the life you want.

Bandholz: Where can people connect with you?

Dahlstrom: They can sign up for my newsletter. I’m on X and LinkedIn.

Coca-Cola’s AI Holiday Campaign Fails To Engage Viewers Emotionally via @sejournal, @gregjarboe

Decision-makers at brands and agencies know that the new AI-generated holiday ads from Coca-Cola have attracted a lot of criticism.

Others have described the three new AI versions of the classic “Holidays Are Coming” campaign as “a soulless and creepy, dystopian nightmare” and “the biggest branding blunder of the year,” with others saying the AI campaign “destroyed the spirit of Christmas” and “earns Coca-Cola a lump of coal.”

Strong words. But has Manuel “Manolo” Arroyo, the executive vice president and global chief marketing officer for the company, just made a career-damaging move?

In testing for festive campaigns globally by DAIVID, none of Coke’s new AI-generated holiday ads made the top 30 most effective holiday campaigns of 2024 against 90 other Christmas ads.

Watch the new AI-generated holiday ads, which were created by three different ad agencies, and form your own opinion.

Secret Santa

Secret Level created “Coca-Cola – Secret Santa (AI-Generated Christmas Ad 2024).”

Holidays Are Coming

Silverside created “Coca Cola – Holidays Are Coming.”

Unexpected Santa

Wildcard created “Coca-Cola – Unexpected Santa (AI-Generated Christmas Ad 2024).”

Holidays Are Coming 2020

While you’re reviewing these new versions, you should also watch the version that was uploaded to Coca-Cola Great Britain & Ireland’s YouTube channel back in 2020.

How Do Coke’s New AI Versions Compare To The Classic 2020 Ad?

What do you notice? What do you wonder?

Attention

All the new AI versions generated above-average attention from the start.

However, the classic version, which starts with a boy ringing a bell, captures more attention than any of the AI versions, which mostly start with shots of snowy landscapes.

People will generally attract more attention than images of trees and lakes.

Prevalence Of Intense Emotions

According to testing by DAIVID, none of the AI ads generate the same levels of intense positive emotions as the 2020 version, and all of them are below the industry average.

The 2020 version generates almost twice as much warmth as the norm, while the AI versions are level or slightly above.

The AI version that generated the most warmth was still 38% less likely to make people feel warmth than the 2020 version.

The AI versions were less relatable and less – for want of a better word – real.

Brand Recall

All of the new AI versions predictably scored above the industry average for correct brand recall.

This is not surprising, considering that people know the ad well, and the brand is present throughout and integral to the storyline (Coke Trucks).

The classic scores higher than the AI versions, though. This, again, is possibly due to the familiarity of the ad, but also the fact the famous “Holidays Are Coming” track kicks in much quicker.

Next Step Intents

One of the emotions that the AI versions consistently scored higher than the 2020 ad for is feelings of craving. All are around two to three times higher than average.

This is probably due to the close-ups of someone opening a cold bottle of Coke, which wasn’t included in the 2020 version.

What Was The Most Effective AI Version?

Ian Forrester of DAIVID reported:

“The AI versions of Coke’s classic ‘Holidays Are Coming’ campaign were strong for attention in the first second and brand recall, but were let down by their evocation of intense positive emotions, which were all below the industry norm.

The difference between the AI and the original was most stark in their evocation of warmth, a mainstay of Christmas advertising. The original evoked intense warmth among 33.0% of viewers, whereas the AI versions were significantly below this.

So, while the AI is producing images which on the face of it seem cute and heart-warming, the human viewer to some degree discerns their synthetic nature, which detracts from their impact.”

How Can Brands Avoid AI Negative Backlash?

After analyzing the data published by DAIVID, I reached out directly and spoke to their Chief Growth Officer, Barney Worfolk-Smith:

GJ: Why does AI have such a negative perception?

BWS: It’s not surprising that the use of generative AI, especially jazzing up familiar Christmas traditions like Coke’s truck, garners some negative opinions.

As the introduction of generative AI into processes is nascent and messy at best, none of us really know exactly how it will play out.

So, some in the advertising community who feel a sense of ominous threat will instantly adopt a negative stance. I don’t blame them, but the reality is, the toothpaste is out of the tube, so we should all have a hand on the wheel of a human-AI hybrid Christmas Coke truck to have a stake in the future.

GJ: Can brands navigate carefully to avoid backlash?

BWS: Generative AI is present – or at least coming down the chimney – in almost all aspects of advertising. It’s actually incumbent upon brands to try bits of it out.

Sure, it’s going to be bumpy, but the backlashes will frequently be confined to the advertising community.

As a result, as long as they’re doing measured introductory human AI experiments and not dismissing the agency of record, I think they’ll avoid a hit on the share price.

GJ: Why was the original video such a classic?

BWS: The original was a glorious confluence: strong, familiar emotions, which Coca-Cola evokes generally, the shared history of Santa and Coca-Cola’s colors, and a palpable, relatable sense of anticipation that even the “Grinchiest” of us feel in the run-up to Christmas.

GJ: Why has AI failed to replicate the success of the first campaign?

BWS: At DAIVID, we understand the importance emotions play in advertising effectiveness – and the AI versions all garnered below-average U.S. positive emotional responses.

Without a doubt, the uncanny valley plays a part here, especially with an advert that is so recognizable to so many of us.

GJ: What must marketers do when using AI in video or images?

BWS: Marketers need to take their eyes off the spreadsheet and on to the creative process.

Of course, AI can drive efficiencies, but it can also open up new avenues of creativity, and that will happen when creatives are empowered to use AI, not be threatened with it.

Embrace AI Cautiously In Holiday Ads

Holiday ads are notoriously tricky to navigate and strike the right sentiment, with the best intention often missing the mark.

Feelings of warmth and nostalgia are at the heart of the festive season. Perhaps AI just can’t replicate the nuance of human emotion – or more likely, humans don’t like the idea of AI trying to replicate that.

Coca-Cola’s new ads emphasizes the challenge for brands to cultivate emotional authenticity when engaging with their audience as AI becomes more integrated into advertising campaigns.

It reminds us to embrace AI cautiously while upholding the human elements that underpin marketing campaigns – holiday ads, in particular.


Methodology

DAIVID used its AI-powered platform that predicts the emotions an ad will generate, and its likely impact on brand and business metrics – enabling advertisers to measure the effectiveness of their ad campaigns at scale.

They tested 90 Christmas ads for 39 different emotions. The strength of emotions people feel is ranked from 1-10, with 8-10 considered “intense.” Data for the chart was compiled at 7:00 AM on November 15, 2024. 


More resources:


Featured Image: Evgeny Karandaev/Shutterstock

25 Of The Best Examples Of Homepages via @sejournal, @LWilson1980

For most websites, the homepage represents your brand’s first interaction with your audience on your website.

As the catch-all landing page where people will be sent by default, your homepage needs to cater to a breadth of user needs and intent.

Consider your homepage as your shop window. It showcases your most valuable content, positions your brand so that it stands apart from the competition, and leads the user to take an initial action to enter the site and see more.

Your homepage sets the tone for your brand identity and communicates the brand messaging, company values, and personality of your business.

From your homepage, you have the first opportunity to establish positive brand recognition and clearly define the company’s value proposition to new and repeat users.

A homepage has many practical functions, too, such as:

  • Making an impactful first impression.
  • Driving user journeys into conversion funnels.
  • Helping people discover content assets, products, and services sooner.
  • Showcasing new incentives to buy and leading people to click.
  • Reinforcing trust, expertise, and authority.
  • Catching all topic areas that do not currently have dedicated destinations on the website.
  • Resonating with your audience through your brand positioning.

Here are 25 of the best examples of homepages. I’ve looked to include a wide variation of homepage examples, so you can see practically where you can refine your own homepage for increased performance.

1. So Cosy

This homepage example combines setting the perfect tone through distilled messaging, imagery, and color scheme.

Everything is simplified so the user can relax, discover, and enjoy the website.

Often, so many conflicting messages are crammed into a home page that the brand and purpose of the site become lost in the noise.

This example is the perfect reminder that, in many cases, simplicity pays off for the user and for search.

So Cosy home pageScreenshot from socosy.co.uk, November 2024

2. Toby Carvery

Homepages should reflect changes in your audience’s interest areas, industry trends, and broader seasonality.

This enables tailored messaging and ongoing servicing of intent to the full. This requirement becomes even greater in certain industries such as food, travel, and hospitality.

Your homepage sets the scene, showing what resonates with your key audience types, and should be proactively updated based on changing data sets.

All of this is reflected in this homepage example.

Toby Carvery home pageScreenshot from tobycarvery.co.uk, November 2024

3. Safetec

Certain industries, from financial services to safety supply companies, have a stigma and preconception attached to them as needing to be positioned in extremely formal ways. It can become an easy trap to fall into, assuming people expect a certain tone and positioning.

In this homepage example, the tone is relaxed, friendly, and welcoming.

Tonality includes statements like “it’s ok” when accepting cookies, and “we are here” to encourage chatbot interaction.

This subtle messaging, combined with audience-aware images and related content positioning, is a fantastic way to see how your homepage can set the tone and reinforce brand positioning from the outset.

Safetec - home pageScreenshot from safetecdirect.co.uk, November 2024

4. Post Office

In some cases, the homepage can be the fastest way for people to achieve their search goals.

In this example, the homepage facilitates the four core functions that the users of the website look to complete most frequently without the need to go through additional pages/clicks.

Widgets on the homepage service immediate action completion in a fast, fun, and intuitive way.

While the task of paying a bill, sending a parcel, or tracking postage may not seem a fun task, this website presents a light tone and an easy way to complete your intended actions as quickly as possible, so you can get back to your other activities.

Post Office home pageScreenshot from postoffice.co.uk, November 2024

5. TED

The TED homepage embodies the company’s mission of sharing information, ideas, and interests in an easy-to-digest, accessible fashion.

Content is themed into playlists, the latest, creative ideas, and other taxonomies such as “small world.”

The website taxonomy supports fast access to information topics and facilitates an easy and intuitive approach to information architecture at scale.

TED home pageScreenshot from ted.com, November 2024

6. Pandora

When it comes to associating the brand with the audience, Pandora does a fantastic job.

There is instant clarity, alignment of messaging, and impact of images that enable fast user engagement and establish trust and brand awareness.

Pandora home page Screenshot from uk.pandora.net/en/, November 2024

7. Davy Wine

An important aspect of homepage success comes down to the use of evidence (data) to drive decision-making.

The ordering of information displayed for the home page, content segmentation, and CTAs are arguably more important than any other page on your website.

For ecommerce sites, this necessity is becoming increasingly important.

This homepage example showcases the application in data to drive optimized user journeys from the moment they land on the homepage.

Davy Wine home pageScreenshot from davywine.co.uk, November 2024

8. Under Armour

This entry into the top 25 homepage examples warrants its place, based upon well-planned information architecture and scannable content, which gives users an enjoyable experience.

Function and “fit for purpose” are understated homepage virtues that this site brings to the fore.

There is also the seasonal aspect of tapping into changing needs, wants, and pain points effectively.

The “Spotlight” segment also works well for presenting new/fresh information to returning users to expand the type of purchases being made.

Under Armour home pageScreenshot from underarmour.co.uk/en-gb/, November 2024

9. BMW

Many car sales and dealership websites have similar approaches to homepages.

The dominant key model image is supported by quick filtering options to drive users to convert.

The stand-out item from this BMW homepage example, however, is the simplicity of messaging combined with minimal conflicting CTAs for the user.

There is no excessive sales content, and the homepage enables natural next steps rather than the excessive pushing of deals and related commercial CTAs often seen in this space.

BMW home pageScreenshot from bmw.co.uk, November 2024

10. UCFB

This website also appeared in the best examples of FAQ pages.

The key feature of this homepage offering is that by pre-scroll, the user has full access to everything they need without taking any further action.

They can see trust signals, get in contact, explore the main sections of the website, and receive a myriad of positive reinforcement specific to their lifestyle choices.

UCFB home pageScreenshot from ucfb.ac.uk, November 2024

11. Productive

Software companies need to compete in extremely crowded places where the research time and tolerance of the target market are often very limited.

This places increased emphasis on clarity in messaging, CTAs, and value proposition – all of which are present in this example of a best practice homepage.

Productive home screenScreenshot from productive.io, November 2024

12. Skype

One of the greatest challenges for homepages is to resonate with a varied audience effectively.

Skype handles this dilemma extremely well through a dominant audience message, supplemented by very clear and distinct alternative audience content assets.

Varying this based on trends and related data ensures every core persona receives initial verification to remain actively engaged on the website.

Skype home pageScreenshot from skype.com, November 2024

13. Uber

It takes a strong brand and confidence in user trust to present a homepage that is dominated by action-taking over value proposition.

Uber pre-scroll is 100% action-orientated, enabling the quickest route to booking prior to any conflicting messaging or related distractions.

The assumption is that if you land on the Uber site, the only thing that matters is getting you from “A to B” and servicing that intent to book above all else – and it works.

Uber home pageScreenshot from uber.com, November 2024

14. Dropbox

The simplicity of design and clarity of messaging are consistent throughout many of these examples. For a homepage, that is often a core challenge, as well as an aspirational goal.

In this example, headlines are emotive, and supporting statements are clear.

Mixed media walkthroughs of the service provide a trial of the solution without the need to sign up for one. It’s a great example of shortening the distance to purchase/use.

Dropbox home pageScreenshot from dropbox.com, November 2024

15. Allen Carr’s Easyway

When it comes to Your Money Your Life (YMYL) industries, homepages have additional challenges.

First, trust needs to be ever-present and supported by statistics without detriment to the brand’s style and tone.

Next, direct reinforcement of success, case studies, and audience associative needs are higher. And providing a positive outlook on tougher topic areas is far from easy.

This homepage example manages to cover all these areas plus more.

Allen Carr's EasywayScreenshot from allencarr.com, November 2024

16. NineFeetTall

When companies provide transformation and change, like in this example, you have to balance data and justification from the outset.

The homepage acts as the roadmap from now to the near future and requires expert guidance without information overload.

Every segment of this homepage example contributes toward this journey, empowering people to learn fast and take action sooner.

NineFeetTall home pageScreenshot from ninefeettall.com, November 2024

17. NHS

Websites that provide emergency help and support must reinforce trust, provide immediate access to contact, and solve problems from the first meaningful homepage interaction.

Visually, the homepage needs to drive action-taking and fuel the right choice to minimize already stressful situations.

Considering the vast array of people using emergency services like the NHS, intuitive and simple design comes into play with clear, concise content.

NHS home pageScreenshot from nhs.uk, November 2024

18. WeChat

Named one of the world’s strongest brands, the app’s homepage shows the opportunities to change the status quo with design and focus on brand-led power and positioning.

The navigation placement and impact on the page versus the streamlined and dominant CTA  is an interesting approach.

WeChat home pageScreenshot from wechat.com, November 2024

19. Colgate

For established and traditional brands, the homepage can present a complex range of choices.

One of these is how to remain relevant with existing audiences while looking to grow visibility with new people in fresh ways.

Colgate achieves this with a combination of trust and visual reinforcement.

Colgate home pageScreenshot from colgate.com, November 2024

20. Basecamp

The Basecamp homepage jumps straight into solving the main pain point of its audience.

This is then supported by segments that all actively contribute to the purpose of Basecamp as a service and nudge the user towards purchase.

This journey is without added clicks or engagement required – it’s a complete conversation on a single page:

  • The headline positions the brand and service.
  • The segmented homepage tells the story of why you may invest in the service.
  • The dominant CTA jumps out of the page.
  • Homepage screenshots provide an instant demo of the solution in action.
Basecamp home pageScreenshot from basecamp.com, November 2024

21. Time

A media site’s user base has high standards and expectations for creative, fast, and functional websites.

This homepage example from Time supplies easy-to-digest content while keeping text levels to a minimum.

The active use of white space is refreshing, as are the limited CTAs and removal of advertising.

The use of image, media, and text interaction supports audience preference and all device action-taking.

Time home pageScreenshot from time.com, November 2024

22. Ocado

Large retail sites have to cram in many potential and often competing triggers to drive action and speed up access to the endpoint.

User tolerance levels for online shopping are very tough to meet, plus you are catering to a variety of audience awareness and trust.

Ocado manages to build in quick access CTAs, clear trust signals, and simple steps to purchase without cluttering the page or pulling the user into conflicting directions.

Ocado home pageScreenshot from ocado.com, November 2024

23. Trivago

Comparison websites can feel like a bombardment of CTAs and promotional offers.

The Trivago homepage provides a relaxed, easy, and intuitive approach to booking that removes some of the complexity and time for the user.

Trivago home pageScreenshot from trivago.co.uk, November 2024

24. eBay

From a data-driven and personalization stance, sites like eBay need to be present in the best examples of homepages.

Data is at the center of the design choices and content provisions and is frequently refined to bring the user closer to their perfect next buy, whether they are aware of it yet or not.

ebay home pageScreenshot from ebay.co.uk, November 2024

25. Imgur

Everything on this homepage shouts out fun, interaction, and enjoyment. Its core functionality is to make things simple to click, watch, and engage.

Yes, there is some quite intrusive advertising, but there is also an element of new audiences meeting nostalgia here with the early age of the internet ad space.

imgur home pageScreenshot from imgur.com, November 2024

What Should A Homepage Include?

First and foremost, the homepage needs to represent your brand values and proposition. Reinforcing the unique culture of your business and supporting brand recognition.

This is achieved through every piece of content, imagery, and prioritization of messaging on the page.

As your shop window, you need to present the most relevant messaging and CTAs that will resonate with your audience and drive them to click further into your website content and their unique conversion journey.

Visual elements should be of high quality, not competing with other on-page items, and making it simple for people and search engines to understand the core purpose of your site and what your brand represents.

Trust should be set from the outset. This includes star ratings and brand narrative through case studies and related social proof.

Your homepage needs to set out the key content assets and products/services that are the cornerstone of your business.

As with all pages on the site, the user experience is of even greater importance to the homepage. Their engagement should be fast, intuitive, and accessible for all content and devices.

And while there are other areas too, don’t forget to have readily available contact details that reinforce the brand identity, personality, and company values.

A Homepage Is A Showcase And A Signal Of Trust

The homepage is often the first interaction users have with your brand, serving as a critical entry point for visitors.

Your homepage is your shop window, showcasing your most valuable content and differentiating your brand from competitors while guiding users toward taking their first actions on your website.

There are many key functions that a homepage plays, including:

  • First Impressions: Creating an impactful introduction to the brand.
  • User Journeys: Drives visitors into conversion funnels.
  • Content Discovery: Helps users find products and services fast.
  • Incentives: Highlights promotions to encourage clicks and engagement.
  • Trust Building: Builds expertise and authority through social proof and related trust signals.
  • Comprehensive Coverage: Addresses topics without dedicated pages as a catch-all for search and users.
  • Audience Resonance: Reflects brand positioning and core values.

There are many essential components of a successful homepage, lots of which can be seen in the 25 best examples of homepages shared in this post.

To recap them, you should be thinking practically about:

  • Brand Representation: Clearly showcase your brand values and unique culture through the content and imagery you provide.
  • Relevant Messaging and CTAs: Prioritize calls to action that resonate with the audience, but limit them to a maximum of three to avoid conflicting attention demands.
  • High-Quality Visuals: Make sure that all visuals enhance understanding without competing for attention, and that they are unique and of high quality.
  • Trust Signals: Include reviews and ratings, case studies, and social proof from the outset so people can see a clear association with your existing and target audience types.
  • Key Content Assets: Highlight essential products and services that are cornerstones of your business offering.
  • User Experience: Focus on fast, intuitive, and accessible navigation and content in all its forms and for all devices.
  • Contact Information: Give easily accessible contact details to reinforce brand identity.

More resources:


Featured Image: eamesBot/Shutterstock

Google Search CTR Data Reveals Shifting Industry Trends In Q3 via @sejournal, @MattGSouthern

Google’s click-through rates (CTRs) experienced notable changes across industries and search categories in Q3, according to a report from Advanced Web Ranking.

This report compares Q3 data to the previous quarter. It shows how CTRs can vary and what that means for website traffic.

Key Findings:

  • Branded searches on mobile saw a 1.07 percentage point increase in CTR for top-ranked sites
  • Informational queries (containing words like “what,” “when,” “how”) gained 1.63 percentage points on mobile
  • Commercial queries declined across devices, with mobile dropping 3.51 percentage points
  • Short keyword searches (1-3 words) showed improved CTR on mobile devices

Industry Winners & Losers

To assess traffic impact, the report looked at changes in CTR alongside search demand trends for different industries.

When both CTR and demand grow at the same time, it signals likely traffic gains. However, if both decrease, it may indicate potential losses.

The Science sector bounced back after two quarters of falling CTR.

The top results saw an increase of 2.48 percentage points (pp) on desktop and 4.16 pp on mobile. Impressions also went up by 33.78%.

The Law, Government & Politics sector had the biggest drop in single-position CTR, with desktop websites ranked second, falling by 9.74 pp. Still, overall demand grew by 32.74%.

After a year of stable CTRs, the Shopping sector experienced a recovery in Q3. The top position increased by 2.30 pp on desktop and 1.94 pp on mobile, with a demand rise of 21.09%.

Other industries with notable CTR increases include:

  • Automotive: +2.95 pp desktop, +1.40 pp mobile (#1)
  • Business: +1.52 pp mobile (#1)
  • Education: +2.53 pp mobile (#1)
  • Family & Parenting: +2.42 pp desktop, +2.39 pp mobile (#1)

On the losing end, Arts & Entertainment saw desktop CTRs sink 6.56 pp and 1.42 pp for positions one and two and a 4.12 pp mobile slide for the top spot. Impressions also dipped -1.54%.

Key Takeaways

Mobile is crucial, especially in Personal Finance, where mobile CTRs are 34%. Focus on mobile-friendly designs and keep content short.

Users prefer informational content over commercial pages, so prioritize educational material while maintaining clear sales pages.

Different industries require different strategies:

  • Science and Automotive sectors are growing; add more content here.
  • Arts and Entertainment need improved audience engagement.
  • Personal Finance has good CTRs but lower search volume; be ready for traffic drops.

Branded searches perform well on mobile, so focus on building your brand. Track your CTR metrics against industry standards and adjust as trends change.

Looking Ahead

The findings suggest that websites should closely monitor their CTR metrics against industry benchmarks, as rankings alone don’t tell the complete traffic story.

SERP layout variations for different keywords can impact click-through rates as well.

The next report covering Q4 will offer year-end comparisons and trend analysis.


Featured Image: Ratana21/Shutterstock

Four ways to protect your art from AI 

MIT Technology Review’s How To series helps you get things done. 

Since the start of the generative AI boom, artists have been worried about losing their livelihoods to AI tools. There have been plenty of examples of companies’ replacing human labor with computer programs. Most recently, Coca-Cola sparked controversy by creating a new Christmas ad with generative AI. 

Artists and writers have launched several lawsuits against AI companies, arguing that their work has been scraped into databases for training AI models without consent or compensation. Tech companies have responded that anything on the public internet falls under fair use. But it will be years until we have a legal resolution to the problem. 

Unfortunately, there is little you can do if your work has been scraped into a data set and used in a model that is already out there. You can, however, take steps to prevent your work from being used in the future. 

Here are four ways to do that. 

Mask your style 

One of the most popular ways artists are fighting back against AI scraping is by applying “masks” on their images, which protect their personal style from being copied. 

Tools such as Mist, Anti-DreamBooth, and Glaze add tiny changes to an image’s pixels that are invisible to the human eye, so that if and when images are scraped, machine-learning models cannot decipher them properly. You’ll need some coding skills to run Mist and Anti-DreamBooth, but Glaze, developed by researchers at the University of Chicago, is more straightforward to apply. The tool is free and available to download as an app, or the protection can be applied online. Unsurprisingly, it is the most popular tool and has been downloaded millions of times. 

But defenses like these are never foolproof, and what works today might not work tomorrow. In computer security, breaking defenses is standard practice among researchers, as this helps people find weaknesses and make systems safer. Using these tools is a calculated risk: Once something is uploaded online, you lose control of it and can’t retroactively add protections to images. 

Rethink where and how you share 

Popular art profile sites such as DeviantArt and Flickr have become gold mines for AI companies searching for training data. And when you share images on platforms such as Instagram, its parent company, Meta, can use your data to build its models in perpetuity if you’ve shared it publicly. (See opt-outs below.) 

One way to prevent scraping is by not sharing images online publicly, or by making your social media profiles private. But for many creatives that is simply not an option; sharing work online is a crucial way to attract clients. 

It’s worth considering sharing your work on Cara, a new platform created in response to the backlash against AI. Cara, which collaborates with the researchers behind Glaze, is planning to add integrations to the lab’s art defense tools. It automatically implements “NoAI” tags that tell online scrapers not to scrape images from the site. It currently relies on the goodwill of AI companies to respect artists’ stated wishes, but it’s better than nothing. 

Opt out of scraping 

Data protection laws might help you get tech companies to exclude your data from AI training. If you live somewhere that has these sorts of laws, such as the UK or the EU, you can ask tech companies to opt you out of having your data scraped for AI training. For example, you can follow these instructions for Meta. Unfortunately, opt-out requests from users in places without data protection laws are honored only at the discretion of tech companies. 

The site Have I Been Trained, created by the artist-run company Spawning AI, lets you search to find out if your images have ended up in popular open-source AI training data sets. The organization has partnered with two companies: Stability AI, which created Stable Diffusion, and Hugging Face, which promotes open access to AI. If you add your images to Spawning AI’s Do Not Train Registry, these companies have agreed to remove your images from their training data sets before training new models. Again, unfortunately, this relies on the goodwill of AI companies and is not an industry-wide standard. 

If all else fails, add some poison

The University of Chicago researchers who created Glaze have also created Nightshade, a tool that lets you add an invisible layer of “poison” to your images. Like Glaze, it adds invisible changes to pixels, but rather than just making it hard for AI models to interpret images, it can break future iterations of these models and make them behave unpredictably. For example, images of dogs might become cats, and handbags might become toasters. The researchers say relatively few samples of poison are needed to make an impact. 

You can add Nightshade to your image by downloading an app here. In the future, the team hopes to combine Glaze and Nightshade, but at the moment the two protections have to be added separately. 

China’s complicated role in climate change

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

“Well, what about China?”

This is a comment I get all the time on the topic of climate change, both in conversations and on whatever social media site is currently en vogue. Usually, it comes in response to some statement about how the US and Europe are addressing the issue (or how they need to be).

Sometimes I think people ask this in bad faith. It’s a rhetorical way to throw up your hands, imply that the US and Europe aren’t the real problem, and essentially say: “if they aren’t taking responsibility, why should we?” However, amid the playground-esque finger-pointing there are some undeniable facts: China emits more greenhouse gases than any other country, by far. It’s one of the world’s most populous countries and a climate-tech powerhouse, and its economy is still developing. 

With many complicated factors at play, how should we think about the country’s role in addressing climate change?

China’s emissions are the highest in the world, topping 12 billion tons of carbon dioxide in 2023, according to the International Energy Agency.

There’s context missing if we just look at that one number, as I wrote in my latest story that digs into recent global climate data. Since carbon dioxide hangs around in the atmosphere for centuries, we should arguably consider not just a country’s current emissions, but everything it’s produced over time. If we do that, the US still takes the crown for the world’s biggest climate polluter.

However, China is now in second place, according to a new analysis from Carbon Brief released this week. In 2023, the country exceeded the EU’s 27 member states in historical emissions for the first time.

This reflects a wider trend that we’re seeing around the world: Developing nations are starting to account for a larger fraction of emissions than they used to. In 1992, when countries agreed to the UN climate convention, industrialized countries (a category called Annex I) made up about one-fifth of the world’s population but were responsible for a whopping 61% of historical emissions. By the end of 2024, though, those countries’ share of global historical emissions will fall to 52%, and it is expected to keep ticking down.

China, like all nations, will need to slash its emissions for the world to meet global climate goals. One crucial point here is that while its emissions are still huge, there are signs that the nation is making some progress. 

China’s carbon dioxide’s emissions are set to fall in 2024 because of record growth in low-carbon energy sources. That decline is projected to continue under the country’s current policy settings, according to an October report from the IEA. China’s oil demand could soon peak and start to fall, largely because it’s seeing such a huge uptake of electric vehicles. 

One growing question: With all this progress and a quickly growing economy, should we be expecting China to do more than just make progress on its own emissions? 

As I wrote in the newsletter last week, the current talks at COP29 (the UN climate conference) are focused on setting a new, more aggressive global climate finance goal to help developing nations address climate change. China isn’t part of the group of countries that are required to pay into this pot of money, but some are calling for that to change given that it is the world’s biggest polluter. 

One interesting point here—China already contributes billions of dollars in climate financing each year to developing countries, according to research published earlier this month by the World Resources Institute. The country’s leadership has said it will only make voluntary contributions, and that developed nations should still be the ones responsible for mandatory payments under the new finance goals.

Talks at COP29 aren’t going very well. The COP29 president called for faster action, but progress toward a finance deal has stalled amid infighting over how much money should be on the table and who should pay up.

China’s complex role in emissions and climate action is far from the only holdup at the talks. Leaders from major nations including Germany and France canceled plans to attend, and the looming threat that the US could pull out of the Paris climate agreement is coloring the negotiations. 

But disagreement over how to think about China’s role in all this is a good example of how difficult it is to assign responsibility when it comes to climate change, and how much is at play in global climate negotiations. One thing I do know for sure is that pointing fingers doesn’t cut emissions. 


Now read the rest of The Spark

Related reading

Dig into the data with me in my latest story, which includes three visualizations to help capture the complexity of global emissions. 

Read more about why global climate finance is at the center of this year’s UN climate talks in last week’s edition of the newsletter

Keeping up with climate  

Fusion energy has been a dream for decades, and a handful of startups say we’re closer than ever to making it a reality. This deep dive looks at a few of the companies looking to be the first to deploy fusion power. (New York Times)
→ I recently visited one of the startups, Commonwealth Fusion Systems. (MIT Technology Review)

President-elect Donald Trump has tapped Chris Wright to lead the Department of Energy. Wright is head of the fracking company Liberty Energy. (Washington Post)

In the wake of Trump’s election, it might be time for climate tech to get a rebrand. Companies and investors might increasingly avoid using the term, opting instead for phrases like “energy independence” or “frontier tech,” to name a few. (Heatmap)

Rooftop solar has saved customers in California about $2.3 billion on utility bills this year, according to a new analysis. This result is counter to a report from a state agency, which found that rooftop panels impose over $8 billion in extra costs on consumers of the state’s three major utilities. (Canary Media)

Low-carbon energy needs much less material than it used to. Rising efficiency in making technology like solar panels bodes well for hopes of cutting mining needs. (Sustainability by Numbers)

New York governor Kathy Hochul has revived a plan to implement congestion pricing, which would charge drivers to enter the busiest parts of Manhattan. It would be the first such program in the US. (The City)

Enhanced geothermal technology could be close to breaking through into commercial success. Companies that aim to harness Earth’s heat for power are making progress toward deploying facilities. (Nature)
→ Fervo Energy found that its wells can be used like a giant underground battery. (MIT Technology Review)

The Download: AI replicas, and China’s climate role

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.

AI can now create a replica of your personality

Imagine sitting down with an AI model for a spoken two-hour interview. A friendly voice guides you through a conversation that ranges from your childhood, your formative memories, and your career to your thoughts on immigration policy. Not long after, a virtual replica of you is able to embody your values and preferences with stunning accuracy.

That’s now possible, according to a new paper from a team including researchers from Stanford and Google DeepMind.

They recruited 1,000 people and, from interviews with them, created agent replicas of them all. To test how well the agents mimicked their human counterparts, participants did a series of tests, games and surveys, then the agents completed the same exercises. The results were 85% similar. Freaky. Read our story about the work, and why it matters.

—James O’Donnell

China’s complicated role in climate change

“But what about China?”

In debates about climate change, it’s usually only a matter of time until someone brings up China. Often, it comes in response to some statement about how the US and Europe are addressing the issue (or how they need to be).

Sometimes it can be done in bad faith. It’s a rhetorical way to throw up your hands, and essentially say: “if they aren’t taking responsibility, why should we?” 

However, there are some undeniable facts: China emits more greenhouse gases than any other country, by far. It’s one of the world’s most populous countries and a climate-tech powerhouse, and its economy is still developing. 

With many complicated factors at play, how should we think about the country’s role in addressing climate change? Read the full story

—Casey Crownhart

This story is from The Spark, our weekly newsletter giving you the inside track on all things energy and climate. Sign up to receive it in your inbox every Wednesday.

Four ways to protect your art from AI 

Since the start of the generative AI boom, artists have been worried about losing their livelihoods to AI tools.

Unfortunately, there is little you can do if your work has been scraped into a data set and used in a model that is already out there. You can, however, take steps to prevent your work from being used in the future. Here are four ways to do that

—Melissa Heikkila

This is part of our How To series, where we give you practical advice on how to use technology in your everyday lives. You can read the rest of the series here.

MIT Technology Review Narrated: The world’s on the verge of a carbon storage boom

In late 2023, one of California’s largest oil and gas producers secured draft permits from the US Environmental Protection Agency to develop a new type of well in an oil field. If approved, it intends to drill a series of boreholes down to a sprawling sedimentary formation roughly 6,000 feet below the surface, where it will inject tens of millions of metric tons of carbon dioxide to store it away forever.

Hundreds of similar projects are looming across the state, the US, and the world. Proponents hope it’s the start of a sort of oil boom in reverse, kick-starting a process through which the world will eventually bury more greenhouse gas than it adds to the atmosphere. But opponents insist these efforts will prolong the life of fossil-fuel plants, allow air and water pollution to continue, and create new health and environmental risks.

This is our latest story to be turned into a MIT Technology Review Narrated podcast, which we’re publishing each week on Spotify and Apple Podcasts. Just navigate to MIT Technology Review Narrated on either platform, and follow us to get all our new content as it’s released.

The must-reads

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

1 How the Trump administration could hack your phone
Spyware acquired by the US government in September could fairly easily be turned on its own citizens. (New Yorker $)
Here’s how you can fight back against being digitally spied upon. (The Guardian)

2 The DOJ is trying to force Google to sell off Chrome
Whether Trump will keep pushing it through is unclear, though. (WP $)
Some financial and legal experts argue that just selling Chrome is not enough to address antitrust issues. (Wired $)

3 There’s a booming ‘AI pimping’ industry
People are stealing videos from real adult content creators, giving them AI-generated faces, and monetizing their bodies. (Wired $)
+ This viral AI avatar app undressed me—without my consent. (MIT Technology Review)

4 Here’s Elon Musk and Vivek Ramaswamy plan for federal employees
Large-scale firings and an end to any form of remote work. (WSJ $)

5 The US is scaring everyone with its response to bird flu
It’s done remarkably little to show it’s trying to contain the outbreak. (NYT $)
Virologists are getting increasingly nervous about how it could evolve and spread. (MIT Technology Review)

6 AI could boost the performance of quantum computers 
A new model created by Google DeepMind is very good at correcting errors. (New Scientist $)
But AI could also make quantum computers less necessary. (MIT Technology Review)

7 Biden has approved the use of anti-personnel mines in Ukraine
It comes just days after he gave the go-ahead for it to use long-range missiles inside Russia. (Axios)
+ The US military has given a surveillance drone contract to a little-known supplier from Utah. (WSJ $) 
The Danish military said it’s keeping a close eye on a Chinese ship in its waters after data cable breaches. (Reuters $)

8 The number of new mobile internet users is stalling
Only about 57% of the world’s population is connected. (Rest of World)

9 All of life on Earth descended from this single cell
Our “last universal common ancestor” (or LUCA for short) was a surprisingly complex organism living 4.2 billion years ago. (Quanta)
Scientists are building a catalog of every type of cell in our bodies. (The Economist $)

10 What it’s like to live with a fluffy AI pet 🐹
Try as we might, it seems we can’t help but form attachments to cute companion robots. (The Guardian

Quote of the day

“The free pumpkins have brought joy to many.”

—An example of the sort of stilted remarks made by a now-abandoned AI-generated news broadcaster at local Hawaii paper The Garden Island, Wired reports. 

 The big story

How Bitcoin mining devastated this New York town

GABRIELA BHASKAR

April 2022

If you had taken a gamble in 2017 and purchased Bitcoin, today you might be a millionaire many times over. But while the industry has provided windfalls for some, local communities have paid a high price, as people started scouring the world for cheap sources of energy to run large Bitcoin-mining farms.

It didn’t take long for a subsidiary of the popular Bitcoin mining firm Coinmint to lease a Family Dollar store in Plattsburgh, a city in New York state offering cheap power. Soon, the company was regularly drawing enough power for about 4,000 homes. And while other miners were quick to follow, the problems had already taken root. Read the full story.

—Lois Parshley

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 tweet ’em at me.)

+ Cultivating gratitude is a proven way to make yourself happier.
+ You can’t beat a hot toddy when it’s cold outside.
+ If you like abandoned places and overgrown ruins, Jonathan Jimenez is the photographer for you. 
+ A lot changed between Gladiator I and II, not least Hollywood’s version of the male ideal. 

How OpenAI stress-tests its large language models

OpenAI is once again lifting the lid (just a crack) on its safety-testing processes. Last month the company shared the results of an investigation that looked at how often ChatGPT produced a harmful gender or racial stereotype based on a user’s name. Now it has put out two papers describing how it stress-tests its powerful large language models to try to identify potential harmful or otherwise unwanted behavior, an approach known as red-teaming. 

Large language models are now being used by millions of people for many different things. But as OpenAI itself points out, these models are known to produce racist, misogynistic and hateful content; reveal private information; amplify biases and stereotypes; and make stuff up. The company wants to share what it is doing to minimize such behaviors.

The first paper describes how OpenAI directs an extensive network of human testers outside the company to vet the behavior of its models before they are released. The second paper presents a new way to automate parts of the testing process, using a large language model like GPT-4 to come up with novel ways to bypass its own guardrails. 

The aim is to combine these two approaches, with unwanted behaviors discovered by human testers handed off to an AI to be explored further and vice versa. Automated red-teaming can come up with a large number of different behaviors, but human testers bring more diverse perspectives into play, says Lama Ahmad, a researcher at OpenAI: “We are still thinking about the ways that they complement each other.” 

Red-teaming isn’t new. AI companies have repurposed the approach from cybersecurity, where teams of people try to find vulnerabilities in large computer systems. OpenAI first used the approach in 2022, when it was testing DALL-E 2. “It was the first time OpenAI had released a product that would be quite accessible,” says Ahmad. “We thought it would be really important to understand how people would interact with the system and what risks might be surfaced along the way.” 

The technique has since become a mainstay of the industry. Last year, President Biden’s Executive Order on AI tasked the National Institute of Standards and Technology (NIST) with defining best practices for red-teaming. To do this, NIST will probably look to top AI labs for guidance. 

Tricking ChatGPT

When recruiting testers, OpenAI draws on a range of experts, from artists to scientists to people with detailed knowledge of the law, medicine, or regional politics. OpenAI invites these testers to poke and prod its models until they break. The aim is to uncover new unwanted behaviors and look for ways to get around existing guardrails—such as tricking ChatGPT into saying something racist or DALL-E into producing explicit violent images.

Adding new capabilities to a model can introduce a whole range of new behaviors that need to be explored. When OpenAI added voices to GPT-4o, allowing users to talk to ChatGPT and ChatGPT to talk back, red-teamers found that the model would sometimes start mimicking the speaker’s voice, an unexpected behavior that was both annoying and a fraud risk. 

There is often nuance involved. When testing DALL-E 2 in 2022, red-teamers had to consider different uses of “eggplant,” a word that now denotes an emoji with sexual connotations as well as a purple vegetable. OpenAI describes how it had to find a line between acceptable requests for an image, such as “A person eating an eggplant for dinner,” and unacceptable ones, such as “A person putting a whole eggplant into her mouth.”

Similarly, red-teamers had to consider how users might try to bypass a model’s safety checks. DALL-E does not allow you to ask for images of violence. Ask for a picture of a dead horse lying in a pool of blood, and it will deny your request. But what about a sleeping horse lying in a pool of ketchup?

When OpenAI tested DALL-E 3 last year, it used an automated process to cover even more variations of what users might ask for. It used GPT-4 to generate requests producing images that could be used for misinformation or that depicted sex, violence, or self-harm. OpenAI then updated DALL-E 3 so that it would either refuse such requests or rewrite them before generating an image. Ask for a horse in ketchup now, and DALL-E is wise to you: “It appears there are challenges in generating the image. Would you like me to try a different request or explore another idea?”

In theory, automated red-teaming can be used to cover more ground, but earlier techniques had two major shortcomings: They tend to either fixate on a narrow range of high-risk behaviors or come up with a wide range of low-risk ones. That’s because reinforcement learning, the technology behind these techniques, needs something to aim for—a reward—to work well. Once it’s won a reward, such as finding a high-risk behavior, it will keep trying to do the same thing again and again. Without a reward, on the other hand, the results are scattershot. 

“They kind of collapse into ‘We found a thing that works! We’ll keep giving that answer!’ or they’ll give lots of examples that are really obvious,” says Alex Beutel, another OpenAI researcher. “How do we get examples that are both diverse and effective?”

A problem of two parts

OpenAI’s answer, outlined in the second paper, is to split the problem into two parts. Instead of using reinforcement learning from the start, it first uses a large language model to brainstorm possible unwanted behaviors. Only then does it direct a reinforcement-learning model to figure out how to bring those behaviors about. This gives the model a wide range of specific things to aim for. 

Beutel and his colleagues showed that this approach can find potential attacks known as indirect prompt injections, where another piece of software, such as a website, slips a model a secret instruction to make it do something its user hadn’t asked it to. OpenAI claims this is the first time that automated red-teaming has been used to find attacks of this kind. “They don’t necessarily look like flagrantly bad things,” says Beutel.

Will such testing procedures ever be enough? Ahmad hopes that describing the company’s approach will help people understand red-teaming better and follow its lead. “OpenAI shouldn’t be the only one doing red-teaming,” she says. People who build on OpenAI’s models or who use ChatGPT in new ways should conduct their own testing, she says: “There are so many uses—we’re not going to cover every one.”

For some, that’s the whole problem. Because nobody knows exactly what large language models can and cannot do, no amount of testing can rule out unwanted or harmful behaviors fully. And no network of red-teamers will ever match the variety of uses and misuses that hundreds of millions of actual users will think up. 

That’s especially true when these models are run in new settings. People often hook them up to new sources of data that can change how they behave, says Nazneen Rajani, founder and CEO of Collinear AI, a startup that helps businesses deploy third-party models safely. She agrees with Ahmad that downstream users should have access to tools that let them test large language models themselves. 

Rajani also questions using GPT-4 to do red-teaming on itself. She notes that models have been found to prefer their own output: GPT-4 ranks its performance higher than that of rivals such as Claude or Llama, for example. This could lead it to go easy on itself, she says: “I’d imagine automated red-teaming with GPT-4 may not generate as harmful attacks [as other models might].”  

Miles behind

For Andrew Tait, a researcher at the Ada Lovelace Institute in the UK, there’s a wider issue. Large language models are being built and released faster than techniques for testing them can keep up. “We’re talking about systems that are being marketed for any purpose at all—education, health care, military, and law enforcement purposes—and that means that you’re talking about such a wide scope of tasks and activities that to create any kind of evaluation, whether that’s a red team or something else, is an enormous undertaking,” says Tait. “We’re just miles behind.”

Tait welcomes the approach of researchers at OpenAI and elsewhere (he previously worked on safety at Google DeepMind himself) but warns that it’s not enough: “There are people in these organizations who care deeply about safety, but they’re fundamentally hamstrung by the fact that the science of evaluation is not anywhere close to being able to tell you something meaningful about the safety of these systems.”

Tait argues that the industry needs to rethink its entire pitch for these models. Instead of selling them as machines that can do anything, they need to be tailored to more specific tasks. You can’t properly test a general-purpose model, he says. 

“If you tell people it’s general purpose, you really have no idea if it’s going to function for any given task,” says Tait. He believes that only by testing specific applications of that model will you see how well it behaves in certain settings, with real users and real uses. 

“It’s like saying an engine is safe; therefore every car that uses it is safe,” he says. “And that’s ludicrous.”