These minuscule pixels are poised to take augmented reality by storm

Google Glass, a prototype augmented-reality headset released in April 2013, had the makings of a hit. It promised intuitive, hands-free access to a smartphone’s most important features—video recording, navigation, and even email. Forget touch screens and buttons: the future of computing was on your face.

It was a disaster. 

Though beautiful in concept, Glass was awkward to wear and struggled to deliver a sharp, bright image outdoors. Then came the “glasshole” backlash. The size of the display made wearers easy to spot in a crowd and, on at least two occasions, led to physical altercations. 

The implications were clear. Hands-free augmented reality (AR) was fun on paper, but with tensions over Big Tech’s influence mounting, it couldn’t overcome the stigma of making people look like extras in a cyberpunk flick.  

Now, more than a decade later, the future Google envisioned—and much more—is on the brink of becoming reality. Tiny new displays, some small enough to fit on the tip of your finger, will contain micro-LEDs and micro-OLEDs (organic LEDs). They are set to deliver a wave of headsets that may convert even the most ardent AR skeptics. 

Apple’s Vision Pro, slated for release in 2024, will lead this change—though it might not shake the cyberpunk aesthetic. The fully enclosed headset, vaguely reminiscent of ski goggles, is intended for a mixture of AR and virtual reality (VR) that Apple calls “spatial computing.” 

The Vision Pro avoids some of the problems Google Glass faced by narrowing the product’s scope. Apple hopes the headset might replace a computer, tablet, and TV—though only within the confines of your home or office.

The real innovation is inside: a pair of micro-OLED displays no larger than a postage stamp that pack 4K resolution into a screen just 1.3 inches square. Each display contains more than 11 million pixels spaced only 6.3 micrometers apart—less than the diameter of a human red blood cell.

It’s a spectacular upgrade. Apple’s Vision Pro, like the Meta Quest 3 and the HTC Vive XR Elite, uses cameras to replicate the outside world on internal displays, a technique known as pass-through mixed reality. But its competitors use liquid crystal displays that lack the sharpness to faithfully reproduce the world around you, so tasks that should be simple, like glancing at a handwritten note, can prove difficult.

“I think overall they’ve achieved something impressive,” says Anshel Sag, principal analyst at Moor Insights & Strategy. “This is the headset that you build if you want people to really, fully understand what the maximum potential of AR and VR is.” Sag believes the individual pixels on Vision Pro displays will be invisible to most people, “unless you have extremely impressive visual acuity, like 20/10.”

The Vision Pro’s pixel-dense displays are widely believed to be the culmination of years of work from Sony’s Semiconductor Solutions Group. The division’s micro-OLED adventures were originally focused on colorful high-resolution digital viewfinders for cameras like the Sony SLT-A77. The group also built them for a head-mounted device, the HMZ-T1 Personal 3D Viewer, that Sony launched in 2011, pitching it as a movie-theater-like experience for watching video. 

The HMZ-T1 headset performed best with 3D films, which proved to be a fad. But Sony didn’t give up on micro-OLEDs, and in 2018 it announced a 0.5-inch micro-OLED display that reduced the distance between pixels from 7.8 to 6.3 micro­meters (the same as the larger displays found in the Vision Pro), an innovation made possible by a breakthrough that placed the color filter closer to the OLED’s light-emitting organic material. With a display this small, any subtle change in the angle of light emitted from red, blue, and green subpixels can hurt color performance. Moving the color filter improves the viewing angle of each pixel, which makes a smaller display possible without compromising image quality.

Micro-OLEDs benefit from some of the traditional strengths of light-emitting diodes made with organic films. Each pixel is self-emissive, which means its brightness is zero when it’s “off.” The LCDs in most headsets can’t achieve this, and as a result, darker scenes have a hazy, gray glow. And when micro-OLEDs are on, they’re on. The Vision Pro’s displays are quoted at a peak brightness of 5,000 nits, the industry’s go-to measure of brightness. It’s a 50-fold improvement over Meta’s Quest 2, which hits just 100 nits. (Meta hasn’t revealed the Quest 3’s brightness, but it’s likely similar.) 

The Vision Pro is likely to quicken the adoption of micro-OLED technology. But despite its many strengths, those miniature OLEDs still have some shortcomings. Michael Murray, CEO of Kopin, a display company in Westborough, Massachusetts, notes that micro-OLED displays are excellent for moving images, such as movies, but sometimes less so for static text—a reason, he says, why Meta’s Quest headsets have stuck with LCD. While micro-OLED displays can be bright, the organic molecules inside them can degrade over time, a phenomenon known as burn-in. Micro-OLED also fails to entirely resolve the design issues of Google Glass: the display is improved, but the headset is even more conspicuous. 

Fortunately, micro-LEDs offer a solution. 

Truly microscopic

Micro-OLED and micro-LED displays differ in the details, but their production shares broad similarities. Both pair a silicon “backplane,” which provides structure and power, with a display “frontplane” that creates visible light. Each is named for the type of frontplane used: a layer of organic material that emits light in response to an electric current in the case of micro-OLED displays, and a very small array of electronic diodes made from semiconductors in the case of micro-LEDs.

Micro-LED display technology is not as mature as micro-OLED, but the possibilities are alluring. “Micro-LED happens to be the best of all worlds,” says Murray. “It has the best display quality, it has longevity, doesn’t have burn-in issues, has high brightness that you can control … that’s where the future is going.”

Mojo Vision, a display technology company based in Saratoga, California, was among the first companies to realize the LED’s potential in tiny devices. It made waves in 2020 with a contact lens with a flexible, transparent AR display. The company has since abandoned the contact lens to focus just on the display, and in 2023, Mojo Vision demonstrated micro-LED displays with an astounding 28,000 pixels per inch. That works out to a pixel pitch—the distance between the centers of two adjacent pixels—of just 1.87 micrometers, smaller than some bacteria and a third the size of what you’ll find in the Apple Vision Pro. 

an exploded view of the LED layers of a Mojo Vision device
Mojo Vision hopes to have a color micro-LED prototype ready in early 2024.
COURTESY OF MOJO VISION

Such extreme pixel density is the result of a fundamental shift in micro-LED design. The first micro-LED displays were built with a technique called “mass transfer.” Red, blue, and green LEDs were produced on wafers and transferred one by one to a display substrate (a technique that is still used to make larger displays). But small micro-LED arrays, like those produced by Mojo Vision, take a monolithic approach: the micro-LEDs and the silicon backplane are bonded in a production pipeline like that used to manufacturer cutting-edge computer chips.

Most monolithic micro-LED displays are currently monochrome, meaning they display a single color (usually red, blue, or green). But full-color micro-LED displays are right around the corner. Mojo Vision hopes to have a color micro-LED prototype ready in early 2024, and one of its competitors, Shanghai-based Jade Bird Displays (often referred to by its initials, JBD), has demonstrated a functional color micro-LED prototype with a pixel pitch of five micrometers—larger than what Mojo Vision hopes to achieve, but smaller than Apple’s Vision Pro.

The key benefit of smaller, denser pixels is the reduction of display size at any given resolution, which in turn reduces the size and weight of an AR headset. JBD’s monochromatic AmuLED series, for example, achieves 640 x 480 resolution on a display a carpenter ant could carry on its back—with room to spare. 

Micro-LEDs also score a massive win in brightness. The range is from 1.8 million up to 3 million nits, Murray says: “It will literally tear the retina out of your eye and blind you for life.” The brightest OLED displays, by comparison, currently peak at around 15,000 nits

The possibility of permanent eye damage might seem an odd perk, but not to worry—no one will be looking at the micro-LEDs directly. Placing a display directly in front would block the wearer’s view of the real world, so many AR devices place the display to the side. Waveguides then redirect the light from the offset display to make it visible. This process can prove tremendously inefficient, especially for modern AR glasses like the Magic Leap 2 and Vuzix Blade 2, which focus and redirect light through multiple waveguides arranged like mirrors in a fun house. 

“[The efficiency] is something like 5% to 10%,” says Michael Miller, augmented-reality hardware lead at Niantic. “If you have a display of 3,000 nits, you will get 300 nits out. You can put a dark lens on top of it so you can maybe use it outdoors, but it’s not good enough.”

Displays built from micro-LEDs should be able to make it through a gauntlet of waveguides and still be bright enough to be viewed on transparent lenses that look just like prescription ones. 

Awesome performance, awesome cost

Headsets with cutting-edge displays, like the upcoming Vision Pro, thrash the performance of mass-market VR headsets. They’re also more expensive: the Vision Pro will retail for $3,499.

The displays deserve some of the blame. 

Each micro-OLED display can cost $400 to manufacture, says Murray. “If you’re building a Meta Quest, or something like it, you need two of them,” he says, “and your bottom-line cost is already $800.” 

The big price tag attached to such small displays might seem strange. After all, OLED displays are a mature technology found in hundreds of millions of smartphones, tablets, and televisions worldwide. LEDs are even more ubiquitous: just flip a nearby light switch to see one in action. These are well-understood technologies found in many affordable devices.

HMDMD Model 3 headset
HMDmd’s Model CR3 headset is designed specifically for surgeons.
Vuzix glasses resting on a smartphone
Like other AR glasses, the Vuzix Blade 2 redirects light from the side to the front through multiple waveguides.

On this diminutive scale, however, building a display is no longer a job for a factory. It requires a foundry—a specialized chip-manufacturing facility. 

Costs could come down as manufacturers shift to building the displays on larger silicon wafers. Larger wafers are more expensive, but each one can pack more displays, which lowers the cost of each display. Micro-OLED makers are in the midst of a shift from eight-inch wafers to 12-inch wafers, which is the standard in high-volume, cutting-edge silicon manufacturing. Micro-LED production is less mature, with some companies relying on inefficient four-inch wafers.

Producing usable displays with the extreme pixel densities that micro-OLEDs and micro-LEDs can achieve is a challenge. The fundamental problem is a defect you’ve likely witnessed more than once: the “dead” pixel. A dead pixel displays one color—often perfect black or a bright, blinding white—and refuses to respond to display signals. Avoiding this defect is already difficult for smartphone displays, where pixels might be separated by 500 micrometers. With monolithic micro-LEDs, the smallest, most densely packed displays ever produced, the slightest flaw in the silicon, or the slimmest sliver of debris, can render a display useless. 

“Here’s the scary math,” says Murray. “The amount of usable displays after you’re done is probably a tenth of the usable silicon you started with.” In other words, more than 90% of a silicon wafer could be wasted. Yet the company producing the micro-LED displays still pays for the entire wafer—adding huge costs to each display.

Micro-LED pioneers are investing in tools and processes that reduce the steps involved in production. That’s critical, because the more complex the production process, the higher the risk of introducing a defect.

Soeren Steudel, CTO of the Belgian display developer Micledi, is hyper-focused on this problem. The company has partnered with the semiconductor manufacturer GlobalFoundries and plans to move production there to reduce costs. “Micro-LED is not yet a mature product. It was a wild dream 10 years ago, and now the first companies have demos,” says Steudel. “The question now is, how can you manufacture that in volume without defects?” 

Augmented reality finally goes mainstream

The difficulty of producing micro-OLED and micro-LED displays is high, but the problems are worth solving. These displays could make AR a virtual space people can easily and quickly access in their daily lives—not only because the displays appear more lifelike, but also because small, thin, high-quality displays give engineers more freedom to tailor a headset’s look and feel.

The impact of micro-OLEDs is already apparent. Kopin produces displays for HMDmd’s Model CR3, a headset designed for surgeons, and defense projects, such as an AR weapon sight for the M1 Abrams main battle tank. XReal, another AR pioneer, recently released its Air 2 headset, which packs Sony micro-OLED displays. 

The possibilities for the future could be even more dramatic. The displays’ extreme brightness, diminutive size, and low power consumption could unlock the dream of light, attractive, fully transparent AR glasses that don’t immediately stand out from conventional eyewear.

“People want to go to consumer augmented reality. And consumer AR means that you have lightweight glasses, maybe 50 grams, and that you don’t look like Darth Vader,” says Steudel. Vuzix, a leader in lightweight VR headsets, has achieved this with the Ultralite, a prototype platform revealed in 2023 that uses micro-LED technology to provide sleek, slim spectacles that weigh just 38 grams.

Augmented reality still needs its “iPhone moment”—the debut of an easy-to-use device that offers irresistible benefits. Better displays will make AR—if it ever gets widely adopted—bright, sharp, convincing, and—most important of all—pleasant to use. 

Matthew S. Smith is a freelance technology journalist based in Portland, Oregon.

Bushbalm Normalizes Bikini-line Skincare

In 2016 David Gaylord was a Shopify employee looking for a side hustle. Then he came up with a funky idea: skincare lotions for hair removal along bikini lines. The business name was funkier: Bushbalm.

Fast forward to 2023, and Bushbalm is booming, selling lotions and trimmers directly to thousands of consumers and wholesale to Ulta Beauty and 3,000 waxing salons. It spends a whopping $200,000 per month on Facebook ads.

In our recent conversation, I asked Gaylord about sales channels, marketing, and, yes, the name. The entire audio of our discussion is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Tell us what you do.

David Gaylord: I’m the co-founder and CEO of Bushbalm. We focus on bikini line skincare — below-the-belt products for ingrown hairs for razor burn. We also have a trimmer for down there. Our primary business is skincare, whether oils, exfoliants, or serums. We have a hydrogel mask called The Vajacial, which is quite popular.

We launched in 2016. Before, I worked in my family business in Canada selling hardwood flooring. When I was in university, my dad wanted to try ecommerce. I thought it was ridiculous. But I did what he said and looked at platforms such as BigCommerce and Magento. We chose Shopify because it was Canadian.

Four years later, I graduated from university and got a job at Shopify. From there, my partners and I started Bushbalm as a funky idea. It took us four years to gain traction. We didn’t quit our jobs until 2021. We were entirely bootstrapped and remain that way today.

During the four years, we spent very little on marketing. We did an Etsy show, which was good for talking to folks and learning what they wanted to say about us. When we spoke about “pubic oil,” they said, “That’s disgusting.” We tried “bush oil,” and they didn’t like that either. We got more into skincare and asked questions like, “Do you get waxed? You probably have irritation.” And they’d say, “Yeah, totally.” So that’s where we focused the business. In 2020 and 2021, we pushed hard on Facebook ads. In the last two years, we’ve leaned away from that. But we still spend at least $200,000 on Facebook monthly.

Bandholz: Do you get much friction with the name of Bushbalm?

Gaylord: We interviewed someone for a job here who said, ” I think you guys should change the name. And we were like, “You’re not hired.” A lot of folks we talk to appreciate that we’re blunt. The brand is kind of in your face with our TikTok channel. Sometimes, one in a hundred people will say, “That’s gross.” The other 99% say, “Why is it gross? Everybody has these concerns.” So, I think the name’s pretty powerful long-term.

Bandholz: You’re exploring brick and mortar, setting up your own salons.

Gaylord: We’re about 50% direct-to-consumer, and then 25% is wholesale from selling to about 3,000 waxing salons. We’re also in Ulta Beauty, the giant retailer, and Amazon.

We’re looking to double down in our own physical-store waxing salons. We’re not here to build 100 salons and be a huge chain. In a studio, we’ll learn more about the products and how people use them. We’ve been more eager on the content side. We don’t do much on YouTube. We do a lot of TikTok and Instagram, but having an in-store space is something we’re trying to figure out.

We have an excellent path to long-term wholesale growth. Ulta Beauty was the first domino to fall. They’re awesome. What’s good about Ulta is the shave section we’re in, which is basically the same style as CVS, Walgreens, Target, and Walmart. Five years ago, the taboo was so strong that no one would be around us because of the name. Now everyone’s like, yeah, that’s cool, you guys are funky. I think Manscaped, for male hygiene, paved the way for the taboo to go away.

Bandholz: Walk us through your content production.

Gaylord: We have a few folks on our team who connect with waxing salons and film content, or we’ll pay the salons for a photo and video shoot. Usually, 80% of the stuff doesn’t work, but 20% is excellent. We’re looking to scale. The need for content nowadays is insane. It’s the hardest part of Facebook ads.

We hired a part-time in-house aesthetician, a skincare pro. That has been a tremendous addition. She helps us with content. Otherwise, a lot of it’s sourced from content producers. The best thing we’ve done is ask photographers to subsidize photo shoots. They get photos, and we get photos. Everything works out. Obtaining videos that way is hard, but it works for photography.

We’ll buy content from folks. Communication style, personality, and entertainment are so important. It’s more intriguing to follow along a person’s journey instead of, for instance, the art of doing a leg wax. That type of video might be interesting, but building a character or persona to grow a brand does better.

The iOS and Facebook privacy changes were an easy hurdle for us. We’ve got 3,000 wholesale accounts, with one salesperson and one account manager. So it’s a super-efficient lead and very automated. Folks are eager to find something that works. There are no distributors for it either. So it’s very niche. The U.S. has 10 times more waxing and nail salons than Starbucks stores. I think it’s 330,000 salons, which is mind-blowing.

Direct-to-consumer was about 95% of the business three years ago; now it’s 50%. So we’re growing way more on this professional channel. And Ulta is doing well.

Bandholz: Do you worry about advertising attribution and tracking?

Gaylord: On the wholesale side, it’s hard because when we advertise on Facebook for our Ulta business, we don’t get sales data for a week — every Monday at 8:00 a.m. So we could run Facebook ads on a new launch at Ulta without knowing if they’re working.

Bandholz: Where can people support you?

Gaylord: Our website is Bushbalm.com. We’re on Amazon and Ulta. I’m on LinkedIn.

Inside the decades-long fight over Yahoo’s misdeeds in China

When you think of Big Tech these days, Yahoo is probably not top of mind. But for a 62-year-old Chinese dissident named Xu Wanping, the company still looms large—and has for nearly two decades.   

In 2005, Xu was arrested for signing online petitions relating to anti-Japanese protests. He didn’t use his real name, but he did use his Yahoo email address.

At the time, Yahoo was among Silicon Valley’s largest and most influential technology companies. And Yahoo China, its Chinese subsidiary, was busy tapping into the country’s nascent but potentially enormous internet market. It didn’t take long, though, for the company to violate its new users’ trust—providing information on certain email accounts to Chinese law enforcement, which in turn allowed the government to identify and arrest a number of Yahoo users. 

Xu was one of them; he would serve nine years in prison, his third sentence relating to his activism, and emerge with chronic health issues from his time behind bars. 

Now, he and five other Chinese former political prisoners are suing Yahoo and a slate of co-defendants—not because of the company’s information-sharing (which was the focus of an earlier lawsuit filed by other plaintiffs), but rather because of what came after. 

These six men allege that Yahoo and its representatives breached their fiduciary duty when a fund, originally set up by the company to benefit cyber dissidents, was largely squandered by the individual Yahoo chose to oversee it. The suit argues that money meant to help people who had been imprisoned, in some cases for a decade or more, instead went to line the pockets of the fund’s executor—all with the tech company’s knowledge and approval. The plaintiffs, though, face myriad challenges complicated by corporate reshufflings, organizational turnover, and the creation of new legal entities in the hollow shell of what were once a tech industry behemoth and its respected nonprofit partner. Of all the ways Yahoo failed over the years—from the perspective of business, cultural relevance, simple technology—perhaps none has had a greater human toll than how it failed these Chinese users of its popular email service. 

At the heart of the suit is the Yahoo Human Rights Fund (YHRF). Launched in 2008, to settle a high-profile 2007 lawsuit on behalf of the first two known Chinese Yahoo email users to go to prison, YHRF served to quell a public relations disaster and potential regulatory nightmare. Exclusively funded by the tech company, the fund aimed “to provide humanitarian and legal aid to dissidents who have been imprisoned for expressing their views online,” as a press release put it, and to ensure that “our actions match our values,” as Yahoo CEO Jerry Yang said in the release.

To manage the fund, Yahoo partnered with Harry Wu—a noted Chinese dissident turned powerful anti-China activist—and his nonprofit, the Laogai Research Foundation. But Wu grossly mismanaged YHRF, spending less than $650,000—or 4%—of the fund’s total $17.3 million on support for online dissidents, according to the current lawsuit. One year, YHRF allegedly spent $0 on what was meant to be its primary purpose. (Some defendants contest these calculations.) 

The lawsuit alleges that Yahoo knew about this mismanagement and failed to prevent it. 

Indeed, emails, meeting minutes, and depositions produced during the lawsuit’s discovery reveal Yahoo executives’ private frustrations with how the fund’s money was being spent. In April 2013, for instance, Yahoo’s representative on the YHRF board emailed another board member to coordinate efforts to block Wu’s latest request for more money and more leeway about how to spend it. 

“I think what we really need is an intervention,” the board member wrote. 

Yahoo’s representative responded, “LOL. That, and a strong drink perhaps.”

The “most shocking thing” is that among people “inside the fund’s affairs,” says Times Wang, the plaintiffs’ lawyer, “there was very little disagreement that more should be done for the dissidents, that the fund’s spending was way imbalanced. But nobody had the backbone to do anything about it.”

“They were worried about generating bad publicity,” Wang adds. 

(Sona Moon, Yahoo’s chief communications officer, did not respond to specific questions about the public relations value of YHRF but wrote in an emailed statement that the lawsuit “does not allege any claims for human rights abuses by Yahoo. The case is wholly unrelated to Yahoo’s current business or ownership. We take seriously our duty to respect and uphold human rights everywhere we operate.”)

While the lawsuit is largely focused on what happened in the past, the plaintiffs are also concerned about the future of people like them; they’re asking the court to force Yahoo to set up a new humanitarian fund with the same general purpose as YHRF, but made explicit and ironclad: to provide financial support specifically for Chinese dissidents imprisoned for online speech. 

The need for such assistance couldn’t be more urgent; the country has had the “worst conditions for internet freedom” for nine years in a row, according to the nonprofit Freedom House. And the publicly known violations grossly underrepresent the true situation, according  to Yaqiu Wang, Freedom House’s research director for China, Hong Kong, and Taiwan, given the increasing opacity of the country’s court system and the high levels of self-censorship there. 

This all makes the story much bigger than what happened with Yahoo and its human rights fund. It’s about the choices that tech companies make when individual users’ interests conflict with those of the business, and the actions they take when confronted with the consequences—either to make a real difference or simply to appease the court of public opinion. 

In many ways, the situation Yahoo found itself in 20 years ago is the same one today’s biggest tech giants still deal with when they operate in authoritarian regimes. In July, for instance, a judge in California ruled that a long-running lawsuit against Cisco can move forward and determine the company’s responsibility in building China’s internet surveillance apparatus—work that allegedly led to the arrest, detention, and torture of the plaintiffs and their family members. 

At the very least, says William Nee, the research and advocacy coordinator at Chinese Human Rights Defenders, this case “helps remind companies that want to do business in China that their decisions can have real, tangible consequences on human lives.”

Image rehab

When Yahoo entered China in 1998, Yahoo.com was the internet’s most popular web portal, visited by over 95 million users daily. But operating there meant Yahoo China had to make a choice: whether to cooperate with requests from the Chinese state security apparatus, or to protect the privacy—and, in turn, safety—of its users. 

In 2002, Yahoo, whose CEO was then Terry Semel, made its decision to share user information with Chinese law enforcement. This led to the arrest that September of the dissident Wang Xiaoning, who called in a Yahoo email group for the end of one-party rule. (Semel is not named in the lawsuit, and no public evidence ties him directly to these company actions.) 

Then, in 2005, another Yahoo user, a journalist named Shi Tao, was arrested for the “suspected illegal provision of state secrets to foreign entities,” an oft-used code phrase for political speech that the Chinese Communist Party disagrees with. Shi’s was the first known case to come to light, and the public outcry and subsequent business repercussions for Yahoo were harsh and swift. There were “a series of Congressional hearings targeting Yahoo’s senior leadership, lawsuits, a 5% drop in share price (on the day of the hearing), calls for boycotts … and negative publicity around the world,” David Hantman, the company’s vice president of global public policy, summarized in an internal email to the Yahoo board in 2012. 

Jerry Yang seated to the left while the backs of Tom Lantos and Harry Wu are to camera as they stand with Yu Ling
Jerry Yang, CEO of Yahoo, left, waits for the start of a hearing with the House Committee on Foreign Affairs, after Shi Tao, a Chinese journalist, was imprisoned by the Chinese government based on information provided by Yahoo. Directly after this hearing, Yang had a private meeting with Harry Wu and others, which led to the creation of the Yahoo Human Rights Fund.
CQ ROLL CALL VIA AP IMAGES

At a congressional hearing in 2007, Representative Tom Lantos, chairman of the House Foreign Affairs Committee, memorably scolded Yahoo’s founder, Jerry Yang (then serving as interim CEO), along with the company’s general counsel, Michael Callahan: “While financially and technologically you are giants, morally you are pygmies.” 

To resolve the mounting crisis and to settle a highly publicized lawsuit brought by Shi Tao’s mother and Wang Xiaoning’s wife, the company promised to conduct human rights impact assessments before entering international markets and to fund internet freedom fellowships at Georgetown and Stanford Universities, among other actions.

But Yahoo’s most celebrated response was creating the Yahoo Human Rights Fund to offer assistance to online dissidents, with “the highest priority given” to “[i]ndividuals who used Yahoo’s services to express themselves,” according to one 2008 press statement. 

Wu, the high-profile Chinese dissident, seemed like an obvious choice to lead YHRF.  He was well known in Washington, DC, which was part of his appeal: he had famously survived 19 years in China’s prison camps for “reform through hard labor,” known as laogai, before joining UC Berkeley as a visiting scholar in 1985. He returned to China several times, including a trip with 60 Minutes in 1991, when he posed as a businessman to expose Chinese factories’ use of prison labor. The next year, he cofounded the nonprofit Laogai Research Foundation to expose China’s system of forced labor and other human rights abuses. 

Wu later served as a guide on Capitol Hill for the families of the imprisoned Yahoo users. He also helped facilitate an emotional private meeting between the families and Yang directly after the 2007 congressional hearing, during which plans for YHRF began to take shape. 

“We saw Harry as an expert at human rights,” Yang testified in a 2021 deposition. “We wanted to partner with him because … [that] would be something that the Congresspeople saw as a good resolution.” 

YHRF quickly proved a PR coup. “Human-rights groups that once criticized Yahoo! for complying with Chinese authorities’ efforts to clamp down on political discourse are now praising its new, public stance on the issue,” the Dow Jones News Service wrote in 2008. The article was shared—with this sentence highlighted—in emails between Yahoo executives.

A mess from the start 

Yahoo seemed to hope that starting YHRF with Wu at its helm would finally end the chapter of its misadventures in China. 

But the partnership threatened to undermine that very mission—which was not lost on company leadership. The arrangement carried “some risks,” Hantman, the vice president of global public policy, admitted in a 2012 email, because “Wu resists transparency and governance in his organization.” But, Hantman added, “the partnership has garnered us good will.”

The fund’s operations were, in a word, opaque. Even the total figure endowed to the trust—$17.3 million—was kept secret from the public. (It was only revealed in an investigation by Foreign Policy in 2016.)

Even today, it remains impossible to see a full annual accounting of the fund or confirm exactly how much unspent money is left; though those details are included in the legal complaint, they have been redacted at the request of some defendants. 

But the lawsuit alleges that under Wu’s eight years of leadership, $14 million of the fund’s cash went to benefit Wu and his Laogai Research Foundation (LRF). (The organization is another defendant in the lawsuit; its lawyers did not respond to multiple requests for comment.) An additional $3.5 million was quietly set aside to protect Yahoo, which had put money from YHRF into a sub-trust to settle future lawsuits from other imprisoned dissidents. The existence of this sub-trust benefiting Yahoo was revealed as a result of the lawsuit and has never been previously reported. 

The lawsuit claims that only a fraction of these sums—less than $650,000—went to dissidents. The plaintiffs allege that they were eligible for (and some even received) YHRF funding, but that they and many others received less than they should have. Wang, the plaintiffs’ lawyer, estimates that 800 to 1,200 individuals imprisoned in China for online speech may have qualified for YHRF funding (a calculation he made using the Congressional Executive Committee on China’s Political Prisoner Database). YHRF has helped a far smaller number, many of whom did not fall into the category of internet dissidents—though exact figures have not been made available publicly, or even internally, at least since 2011, according to one board member.

The fund “had the financial means to help more people, if only they chose to,” Xu says. “That’s why I decided to participate in the lawsuit.”

black and white image of Harry Wu at trial with a court officer looking at camera
In August 1995, after one of his many return trips to China to expose forced labor conditions, Harry Wu was sentenced by a Chinese court to 15 years in prison on the charge of spying.
Harry Wu arrives at his home with his wife Ching Lee Chen wearing a Chicago Bulls hat
Despite the court’s sentence, diplomatic negotiations secured Wu’s release. He was then expelled from China and returned to the US, his wife by his side.

Harry Wu holds up clippings during subcommittee testimony
Two years before the creation of the Yahoo Human Rights Fund, Wu testified on Capitol Hill about Chinese internet freedoms. This kind of activity was part of his appeal to Yahoo, according to CEO Jerry Yang: “We wanted to partner with him because … [that] would be something that the Congresspeople saw as a good resolution.” 
Harry Wu at podium
As Chinese President Hu Jintao started his state visit with President Barack Obama, in January 2011, Wu spoke at a congressional event hosted by Representative Chris Smith to draw attention to human rights violations in China.

Part of the problem was foundational. YHRF had the publicly touted goal of helping Chinese internet dissidents, but there were two additional, less publicized objectives that often came into conflict with its humanitarian purpose. As laid out in the fund’s official mission and operational guidelines, YHRF was meant to “resolve claims” against Yahoo from people “threatened with prosecution or imprisonment,” a provision that was never discussed publicly and later enabled the creation of the secret sub-trust. The second was to support Wu’s LRF, which held and administered the full $17.3 million in trust; LRF could use up to $1 million annually for its own operating expenses. 

But the main issue was that there were few requirements about how the fund should spend its millions. Even the goal of prioritizing imprisoned Chinese individuals was more of a “gentleman’s agreement” than a “quantitative requirement,” according to Ming Xia, the current president of LRF. Instead, decision-making fell to the fund’s five-member advisory board, which included Wu, a trusted LRF employee named Tienchi Martin-Liao, and seats for a rotating representative from Yahoo and two outside human rights experts. 

From the start, Wu often appeared more interested in other projects. In January 2008, the first full month of the fund’s operation, he made his first big expenditure with YHRF money: purchasing a $1.5 million row house in Washington, DC, to serve as LRF’s new office and eventual laogai museum. 

A review of a partial set of meeting minutes from 2008 to 2015 shows that YHRF’s board spent much of its time discussing other plans—books, exhibits, Wu’s travel, and progress on the museum—rather than its humanitarian purpose. 

During the advisory board’s second meeting in April 2008, for example, Wu said that “funds were now being spent primarily on the publication of the Laogai photojournalism book … as well as the Foundation and Museum’s new website,” the notes recount. By 2009, the fund’s second year of operation, LRF was spending significantly more on itself than the allotted $1 million; it went over budget by some $700,000.

Yahoo, meanwhile, was interested in using the fund to limit its financial liabilities. 

In April 2009, when discussing whether to financially support two additional imprisoned Yahoo users, the company representative on the board “clarified that they have to agree not to sue” in exchange for YHRF money, according to the official meeting minutes. 

For his part, Wu did not want to include such a stipulation. An LRF lawyer was also opposed, saying that it could make YHRF “a ‘donor advised fund’ improperly utilized” to benefit Yahoo. This in turn would have threatened LRF’s nonprofit status.

At this point, things started to get even more complicated—and even less transparent. In June 2009, Yahoo and LRF established yet another organization, the Laogai Human Rights Organization (LHRO), in an effort to remove the legal liability from LRF and address growing concerns about how Wu was spending Yahoo’s money. LHRO was a sort of intermediary nonprofit set up expressly to “review and provide oversight as well as financial support to the LRF” over a five-year period, according to its founding documents. So now Yahoo’s money would have to go first to LHRO, which would have to approve any money being sent onward. 

This was also when the previously unreported Yahoo Irrevocable Human Rights Trust was established. If its $3.5 million was not used within five years—the period in which Yahoo’s lawyers guessed that it would most likely be sued—the money would revert to the original terms of the agreement between Yahoo and LRF, according to the amendment that set it up. (In the end, there were no other lawsuits in this time period, and this particular pot of money was not spent.)

“I had no idea that the Yahoo Irrevocable Human Rights Trust even existed until Yahoo publicly disclosed its existence in response to this lawsuit,” Wang, the plaintiffs’ lawyer, says. “Yahoo used [YHRF] publicly as evidence that it had learned from its mistakes. All the while it knew that [it] was being abused.” 

A “very arbitrary” leader

Throughout this time, there was little clarity on whom, exactly, the fund was supporting. In February 2009, and only after repeated requests by the board, Wu sent a spreadsheet to Yahoo executives detailing the 42 individuals that YHRF had supported in its first year. But a YHRF board member, Miles Yu, testified in a January 2023 deposition that he couldn’t recall seeing any similar lists after 2011. 

The board would “definitely want to know” whom the fund was helping, Yu said, but “on the other hand, we also understand the extreme difficulty and risk involved in this”—meaning he believed more transparency would put dissidents who were still in China in danger. The board, Yu testified, had to “give [Wu] the benefit of the doubt.” 

At least two people weren’t able to do so and found it impossible to work with him. LRF director and cofounder Jeffrey Fiedler stepped down from the organization in 2009, writing to Wu that he was managing LRF “more as a personal fiefdom than a professional organization.” He added, “as you worsen an already bad situation, I have no choice but to resign.” And in 2010, Tienchi Martin-Liao, the YHRF board member and longtime LRF employee, was forced out after repeatedly trying to raise the alarm about Wu’s conduct. 

“I think what we really need is an intervention,” the board member wrote. Yahoo’s representative responded, “LOL. That, and a strong drink perhaps.”

Board members that remained had to contend with a leader who, Yu admitted in his deposition, could “sometimes” be “very arbitrary” in how he treated dissidents.

None of this is a surprise to He Depu. He is the lead plaintiff in the lawsuit—a dissident who was sentenced in 2003 to eight years in a Chinese prison for “inciting subversion of state power.” Back when he was in prison, his wife had applied for $30,000 on his behalf. YHRF later awarded him just a third of that, with no explanation. It was a common experience, he says: “Many friends applied; one was ignored, another given very little. One was promised 2,000 [RMB] but in the end got nothing. Others were promised 4,000 [RMB] but finally received only 2,000.” 

In another particularly egregious incident from 2011, Yu Ling, the wife of one of the original dissidents who had sued Yahoo, filed a new suit, this time against Wu. She alleged that he pressured her and the other plaintiff in the initial Yahoo suit to “donate” $1 million of their $3.2 million settlement payouts to LRF—payouts that Wu had helped them secure in the first place. Wu then used her money to purchase an annuity under his own name, falsely claiming that she was his cousin. (Later, the YHRF board forced him to return the money, Yu testified in his deposition.) 

While this was happening, Yahoo both shirked responsibility for the fund’s activities and held it up as an example of its commitment to human rights. In 2008, 2011, 2014, and 2015, Yahoo shareholders either brought up growing concerns about the fund or pushed the company to do more on human rights globally. In response, executives claimed that the company “ha[d] no ownership interest in Yahoo! Human Rights Fund” and that it was “misleading” to suggest that either it or its board of directors could even “require disclosure of information” regarding the fund, even though it always had a member on the fund’s board. 

The company did, however, highlight YHRF as evidence of its already “extensive policies and practices in place” with respect to human rights. 

An untimely demise

By 2015, Wu’s behavior was catching up with him. 

LHRO’s board members were increasingly pushing back on Wu’s budgetary whims—particularly his request for an additional sum from Yahoo to purchase an even more expensive property and, later, his plans to lease a separate $22,000-per-month property that then sat empty for years. According to Wang, Wu was also using some fund money to defend himself in a number of lawsuits—involving allegations of employment retaliation, sexual harassment, and financial mismanagement. 

Also that year, the five-year term of Yahoo’s secret sub-trust ended, prompting the company to quietly stop its work with YHRF altogether—without issuing any public statements. 

It was around this time that Xu Wanping—the dissident who was jailed for signing anti-Japan materials and is a plaintiff in the current lawsuit—wrote to Wu, desperate for some kind of financial support. Xu, then 54, had been out of prison for almost two years and was in the middle of a state-mandated period during which he would experience a “deprivation of political rights,” including his right to free speech, publication, and association. 

For a while after his release, Xu had worked as a security guard for 2,000 RMB a month. But his health, which had declined in prison, made such a job unsustainable. “As a last resort,” Xu says, “I went to Mr. Wu … hoping to find financial help there. I am not the kind of person who seeks help easily.”

The initial response, from a general LRF email address, asked Xu to fill out an application and provide more details about his imprisonment because, as the current lawsuit alleges, LRF claimed “[that YHRF] was funded by US taxpayers, and that because of that, a lengthy process was required before it could make any disbursements.” (YHRF was not, of course, funded by US taxpayers, but exclusively by Yahoo.) 

Xu filled in the form and received no response. Then, in March 2016, faced with a medical emergency, he sent a series of emails directly to Wu with the subject line “Urgent! Urgent! Urgent!” 

“I am currently vomiting blood severely, and the hospital wants me to be hospitalized immediately. They say it will cost about 7,000 yuan [roughly $1,050]. Currently, my wife doesn’t have a job, and my kids are studying. How can I afford it? Therefore, I have yet to go to the hospital for treatment … I urgently turn to you for help!!”

Wu took 10 days to respond. When he finally did, he first explained that the fund had ceased providing financial support for Chinese cyber dissidents altogether. Then he complained about unspecified slights from previous dissidents that YHRF had helped.

However, Wu added, he wouldn’t abandon Xu. He promised to personally send $500—half of what Xu was requesting—as “my own little expression of goodwill,” Wu wrote. 

Then, suddenly, all the tension came to an unexpected head. In April 2016, the 79-year-old Wu died while on vacation in Honduras. Few details have been released about his death, but in DC, his passing kicked off a scramble to determine what should become of the millions that still remained from Yahoo. 

people stand on the street where a banner with the faces of Chinese political prisoners is spread on the ground
Human rights activists stand in Hong Kong next to a banner with images of jailed Chinese dissidents in March 2004. The activists demanded that the mainland release the dissidents, including He Depu, the lead plaintiff in the current lawsuit against Yahoo, who was then serving an eight-year sentence for subversion. The banner reads: “Release He Depu, Du Daobin and other dissidents.”
AP PHOTO/ANAT GIVON

As the remembrances rolled in, seven former political prisoners, including the current lawsuit’s lead plaintiff, He Depu, published an open letter that they believed was necessary to clarify Wu’s legacy. They detailed the “gross irregularities” they had experienced when they requested money from YHRF and said the fund’s cash “has been abused, misused, and even embezzled.” That fact, they wrote, “is not only shocking, but inflicts direct damage on the Chinese dissident community.” This led to separate investigations by Foreign Policy and the New York Times, which ultimately brought more attention to the failures of Wu and of Yahoo to make good on their promises.

The next year, several of the letter’s authors—joined by others, like Xu Wanping—filed their lawsuit against Yahoo (now officially Oath Holdings) and LRF, as well as other YHRF trustees and groups that allegedly improperly benefited financially from YHRF. (Besides Yahoo and LRF, additional defendants and their representatives did not respond to multiple requests for comment.) 

What accountability looks like 

Six years after they first filed suit against the corporate parent of what was once the most powerful internet company in the world, He Depu v. Oath Holdings is finally inching toward trial. This forward movement, according to Wang, the plaintiffs’ lawyer, is happening despite the best efforts of “some of the largest and most expensive law firms on the planet … us[ing] every trick in the book to delay accountability, including making absurd claims of confidentiality.” 

But far from the Washington, DC, courtroom where the trial is set to take place, Xu lives in low-income housing in his hometown of Chongqing, in western China. He, his wife, and an adult son survive primarily on a small monthly hardship allowance of 1,500 RMB ($210) provided by the local government as collateral to ensure that he keeps his opinions to himself. But he knows that even if he is silent, this money could disappear at any point. 

Whether they win their case or not, it’s unclear if Xu and the other plaintiffs—all, like him, elderly now—will receive anything for the years they have spent investigating the fund.

But they’re all motivated by the bigger picture: the millions that they allege were squandered but hope can be restored, with interest, to a new fund to finally help people like them. 

“This money’s not going to be able to get them [the imprisoned dissidents] out of prison,” says Wang, “but it should let them know that they’re not alone.”

The plaintiffs are adamant that the new fund should not involve LRF, which sputters on without Wu and still provides limited grants to Chinese dissidents, though without a focus on individuals imprisoned for online speech. But they do want Yahoo to again foot much of the bill. 

After a fall from grace that had nothing to do with its actions in China, but rather with a series of poor business decisions that are now ancient history, the former tech giant may even be on the upswing. Under private equity owner Apollo, the company is now “very profitable,” according to its current CEO, Jim Lanzone, who told the Financial Times earlier this summer that Yahoo had plans to go public again. (Apollo did not respond to a request for comment.)

If Yahoo does, it will be further proof of how unequal technology’s consequences are for its creators in Silicon Valley and its end users around the world, particularly in authoritarian regimes where so many companies continue to operate and profit. For the privileged elite, the tech sector remains a great place for reinvention. But for those who simply believed in its ideals of free speech—like Xu Wanping and the others fighting for accountability—that belief can be a life sentence. 

Yahoo’s decades-long China controversy and the responsibility of tech companies

This story first appeared in China Report, MIT Technology Review’s newsletter about technology in China. Sign up to receive it in your inbox every Tuesday.

It’s a perennial debate: whether American tech companies are contributing to government control of the internet in China. But long before Apple ceded control of local user data to the state or Microsoft was found to have partnered with a Chinese military-run university on artificial-intelligence research, there was Yahoo.

Back in the early 2000s, Yahoo was operating a popular search engine and email service in China, and it was one of the first tech companies to be found sharing user information with the Chinese government, leading to the imprisonment of a number of Chinese citizens. The ensuing attention and subsequent lawsuit against Yahoo from the families of two political prisoners landed a big blow against the company. 

All this probably seems like a lifetime ago, but my colleague Eileen Guo has found that the consequences of Yahoo’s actions are still very much felt today.

Back then, to settle that lawsuit and climb out of its PR crisis, the company set up the Yahoo Human Rights Fund (YHRF) to aid other victims in similar situations. While the move earned enough positive attention for Yahoo at the time, YHRF was something of a disaster—at least that’s what a new lawsuit alleges. This suit was brought by six Chinese former political prisoners, who had all kinds of trouble receiving assistance from YHRF; they allege it squandered millions of dollars and spent only a tiny fraction of its total funds on cyber dissidents like them. 

You can read all the details of Eileen’s investigation—including new information about how the fund was managed and what Yahoo did (or didn’t do) in response—here.

Today I want to share with you a little of the story behind the story. 

Eileen, MIT Technology Review’s senior reporter for features and investigations, first heard about the case from a Twitter thread by Times Wang, the lawyer representing the men now suing Yahoo and other defendants with connections to YHRF. Wang described how he fought for years, often alone, against the onetime tech giant and the organizations it had entrusted to run the fund.

“What really stood out to me was that I had never heard of this happening before,” says Eileen, referring to Yahoo’s turning over user information to the Chinese security apparatus. “It just seemed crazy to me that this had happened and that we don’t talk about it anymore.”

From there, she went through thousands of pages of court documents, requested that key information be unsealed by the court, and talked to the plaintiffs to understand what had gone wrong and how their lives had been affected.

Eileen, it turns out, was not the only person who had questioned how the fund’s money was spent. “There were multiple proposals by Yahoo shareholders over multiple years trying to get more information, transparency, and responsibility by Yahoo,” she tells me. “One of them was actually the office of the New York City comptroller, because multiple NYC agencies have invested in Yahoo.” (Yahoo opposed many if not all these proposals.)

What was particularly astonishing to me was that after all these efforts, the fund still remains incredibly obscure. The total amount in the fund ($17.3 million) was only revealed eight years after it was established, in a 2016 investigation by Foreign Policy; it’s unclear how much of that is left; and it’s not even publicly known which or how many Chinese dissidents YHRF helped. For a fund that was set up for a bona fide humanitarian purpose, its operations certainly deserve more scrutiny.

Of all the lawsuits that have tried to hold Yahoo and the people who managed the fund accountable, the current case has gotten the furthest, Eileen says. It may finally go to trial next year, six years after it was initially filed; in that process, more relevant information could finally be unveiled to the public. (Yahoo’s chief communications officer, Sona Moon, told Eileen that the lawsuit “does not allege any claims for human rights abuses by Yahoo,” adding: “The case is wholly unrelated to Yahoo’s current business or ownership. We take seriously our duty to respect and uphold human rights everywhere we operate.”)

For the plaintiffs, who say they were denied the assistance they believe they were owed, this lawsuit could bring some much-needed closure. But it also matters to everyone else, including those who never had a Yahoo account or even remember the site’s heyday.

Even though the company is almost irrelevant in the tech industry today, the mess it created provides an important lesson on how difficult it is for tech companies to fix the damage they all too frequently cause.

When Yahoo announced the humanitarian fund back in 2008, it was applauded as an example of a tech company taking responsibility and adhering to its values. “It changed a lot of different narratives about Yahoo almost immediately. Yahoo was lauded as a leader of human rights,” Eileen says. 

The way it has unraveled since, though, shows that a good gesture is not enough. “One of the takeaways for me is that it’s really easy for a tech company to make amends through very successful crisis communications and public relations strategy. But our collective memory is short,” Eileen says. “But it shouldn’t be, because the results of something like this last, in some cases, for the rest of people’s lives.”

Many tech companies still maintain a large presence in China and process Chinese user information locally. They certainly would oblige government requests to hand over identifying information, but we don’t necessarily know how much their actions have led to the Chinese government crackdown on online speech.

If there’s one thing the still-ongoing Yahoo saga tells us, it’s that it can take years to expose what tech companies have done to harm their users in China and under authoritarian regimes elsewhere, and it can take even longer to hold them accountable. 

“I think for me, the lesson as a journalist is that it’s always worth looking back at initiatives like the Yahoo Human Rights Fund,” Eileen says, “and try to understand what happens when the media attention and the collective memory moves on.”

Read the full story here.

What do you think is the lesson here for present-day American tech giants? Let me know your thoughts at zeyi@technologyreview.com.

Catch up with China

1. The Biden administration will exclude US-manufactured EVs from being eligible for the full EV purchase tax credits if they have Chinese-made battery components. (Financial Times $)

2. China unveiled a new domestically developed supercomputer. State media reported it was “many times more powerful” than the previous version, but didn’t share more details. (Reuters $)

3. US Commerce Secretary Gina Raimondo publicly called out Nvidia for trying to continue doing business with China: “If you redesign a chip around a particular cut line that enables them to do AI, I’m going to control it the very next day.” (Bloomberg $)

4. Gao Yaojie, the outspoken doctor who exposed the 1990s AIDS epidemic in rural China, died at 95. (Associated Press)

5. One Chinese court decided that an artificial-intelligence-generated image is covered by copyright law. Earlier this year, a US court determined the opposite. (Semafor)

6. As China’s EV market grows rapidly, the country is facing a shortage of skilled technicians to build the cars. (New York Times $)

7. Sky Xu, the founder and CEO of Shein, likes to remain in obscurity. The company’s looming IPO might make that impossible. (Wall Street Journal $)

8. Some covid-19 quarantine facilities in China are being converted to affordable housing units for young workers. (NPR)

Lost in translation

Two months after TikTok was banned from providing e-commerce services in Indonesia, the company has found a workaround by acquiring a local e-commerce player. 

As the Chinese publication 21st Century Business Herald reported, TikTok has over 125 million monthly active users in Indonesia, its third-largest user base behind the US and Europe. Because of this, Indonesia was the first international market where TikTok experimented with e-commerce functions. But all that came to a halt in October when the country’s government decided to ban those functions, arguing that the low price of Chinese products sold through TikTok could harm domestic businesses. 

Now TikTok’s local e-commerce operation is set to merge with Tokopedia, a former competitor owned by GoTo, the largest Indonesian technology company. The e-commerce feature comes back online on TikTok today.

One more thing

Beware of garlic! Or not.

Senator Rick Scott of Florida recently said garlic imported from China poses a national security risk—because human feces may have been used as fertilizer for the garlic. It might sound unappealing, I know, but scientists have shown that recycled human waste is perfectly fine to be used as fertilizer.

Vertex will pay tens of millions to license a controversial CRISPR patent

Vertex Pharmaceuticals has agreed to buy rights to use a dominant CRISPR patent owned by the Broad Institute of Harvard and MIT, avoiding a potential lawsuit over its new gene-editing treatment for sickle-cell disease.

The agreement allows Vertex to start selling its treatment, approved last Friday, without fear of patent infringement claims. The one-time treatment will be among the most expensive ever sold, with a price tag of $2.2 million.

The patent on CRISPR has been the fulcrum off a decade-long legal fight after the Broad Institute, a research center in Cambridge, Massachusetts, snatched rights to the most important uses of the gene-editing tool in 2014.  

Broad’s patent claims have been opposed by the University of California, Berkeley, which says researchers Jennifer Doudna and Emmanuelle Charpentier are the tool’s true inventors. The pair won a Nobel Prize in 2020 for their work on the technology.

An exclusive license to the Broad Institute patent was previously sold to Editas Medicine, a competing CRISPR editing company, which has its own treatment for sickle-cell disease in the works.

Under an agreement with Editas announced today, Vertex agreed to pay it $50 million and annual fees of between $10 million and $40 million a year until 2034, when the patent expires. Of this money, the Broad Institute and Harvard University, whose employees are listed on key patent claims, will receive a percentage in the “mid double digits.”

In our Checkup newsletter two weeks ago, we predicted that the patent issue could come to a head, but some researchers told us a lawsuit was unlikely, because it would stand in the way of cures.

Reached for comment last week, David Altshuler, the head of research at Vertex, said the company was “confident in our patent position.” By that time, however, he likely knew a deal was close and that Vertex would gain rights to use the Broad patents.

Before joining Vertex in 2015, Altshuler was a senior deputy at the Broad Institute, even sharing an office area and lab space with Feng Zhang, the center’s key CRISPR scientist, whose name is on the patent (and who also contributed to early work on the sickle-cell treatment). Given that background, some observers believed a settlement was likely.

A Vertex spokesperson declined to comment on the arrangement. In a press release, Editas said the windfall would allow it to finance its operations through 2026.

It’s not yet clear if the license agreement points to an end of the fierce patent fight between Broad and Berkeley. That has been continuing before a US patent court, with Berkeley still trying to overturn its rival’s claims.

“This license does not seem to end the decade-long dispute between Doudna and Zhang,” says Jacob Sherkow, a professor at the University of Illinois College of Law. “Is it going to end, or is this license just a one-off?”

Argentina Suppliers Fuel Palermo House

Merchants often default to China for outsourced manufacturing. Yet competitive suppliers exist worldwide. For Palermo House, a direct-to-consumer provider of luxury furniture, Argentina is a natural source.

Marco Ferro is the company’s California-based founder with Argentina roots. He was born there, as were his parents, co-owners of the business.

In our recent conversation, I asked Ferro about importing goods from South America, shipping to customers, bootstrapping challenges, and more. The entire audio of our conversation is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Give our listeners a quick rundown of what you do.

Marco Ferro: I am the founder and CEO of Palermo House. We are a direct-to-consumer home goods furniture brand launched in 2020. We’re known for our Dune Lounger, a mix of a beanbag and a vintage chair. It comes in vegan leather, velvet, and some outdoor options. It’s stylish and comfortable, and people love it. Architectural Digest featured us. That’s been our hero product, although we have a vision to expand into other products.

My dad, my co-founder, designed the chair a few years ago. He comes from a family of architects. He created the lounger chair with a mid-century modern look. It fits well with that vibe and is minimalistic, functional, and comfortable. It’s not super rigid and yet stays in one shape. It molds to your body and changes when you sit on it.

Bandholz: Your suppliers are in Argentina versus China, like everyone else. What are the logistics hurdles in dealing with South America?

Ferro: I was born in Buenos Aires, Argentina, and so were my parents. My dad has many connections to Argentina and feels comfortable working there. It’s not the easiest country to transact with, with challenges around payments and political instability. But the situation is generally favorable. The exchange rates have been reasonable, so we’ve stayed for two-plus years.

As we scaled, we didn’t want to go to China or other countries that may require huge purchase orders. We wanted to scale comfortably. The good thing is that we have a lean and agile supply chain. We can acquire the lounger covers almost just in time, avoiding excess inventory. The filling that takes up more space is made here in California. The covers are made in Argentina, and we recently brought on a supplier in Columbia. But that’s not to say we haven’t ruled out going to China, India, or some other place where we can potentially find more cost efficiencies.

We ship customer orders unassembled in two boxes because large dimensions incur ridiculous oversized fees.

Bandholz: How do you acquire customers?

Ferro: We invest in paid marketing. Our primary channel is Meta — Facebook and Instagram. We also use paid search on Google. Our average order value is over $1,000. That gives us more room to cover acquisition costs.

We do organic Instagram, email, and SMS. We believe our products drive strong word-of-mouth referrals. We don’t have much data to validate that, but furniture, especially a product like ours, stands out in a home. When inviting friends over, it’s pretty visible, a mini showroom for future customers.

Bandholz: You’ve gone beyond the chair, offering home accessories, rugs, and throws.

Ferro: It’s been hard to sell anything that’s not the lounger. We haven’t found the right supplier for those products from a quality and price point. The rugs, for example, are 100% wool and hand-woven, made by artisans in the north of Argentina. I have a rug in my home. It’s thick and beautiful. But making these takes a long time, which is not great for business. They require some investment upfront as well.

Bandholz: Your product photography is fantastic.

Ferro: We shoot most photos ourselves. My dad plays a significant role as an architect. He has an eye for houses, and we will do some location scouting ourselves. It’s a collaborative effort, and we’ll choose the house. It’s mainly been here in Southern California. We use Peerspace — Airbnb is mainly for staying the night. We only need a couple of hours during the day. Peerspace is tailored for that use case for a premium price.

You have to get a lot done in the shoots in a limited time. We have big products. So it’s renting a U-Haul, going to the location, and moving big products around. At least they’re super light. We use male and female models as well as kids and pets. We try to show our products are for the whole family.

Bandholz: You’re bootstrapped?

Ferro: Yes. My dad, mom, and I are the owners. We haven’t raised any outside funding, so entirely bootstrapped. We’ve tripled annual revenue every year since our 2020 launch. That’s created funding challenges. We are starting to talk to potential investors. We like the idea of a partner in the space that can add value, capital, and talent.

In the meantime, we’ll continue running the business as bootstrapped. We’re working on our gross margin and specifically on our product cost. But we never compromise quality and feeling.

Bandholz: Where can people buy your stuff or reach out?

Ferro: Check out our website — Palermo.house. I’m on LinkedIn.

Climate tech is back—and this time, it can’t afford to fail

Lost in a stupor of déjà vu, I rang the intercom buzzer a second time. I had the odd sensation of being unstuck in time. The headquarters of this solar startup looked strangely similar to its previous offices, which I had visited more than a decade before. The name of the company had changed from 1366 Technologies to CubicPV, and it had moved about a mile away. But the rest felt familiar, right down to what I had come to talk about: a climate-tech boom. 

A surge in cleantech investments, which had begun in 2006 with the high-profile entry of some of Silicon Valley’s leading venture capitalists, was still going strong during my first visit, in 2010—or at least it seemed to be. But a year later, it had begun to collapse. The rise of fracking was making natural gas cheap and abundant. US government funding for clean-energy research and deployment was falling. Meanwhile, China had begun to dominate solar and battery manufacturing. By the end of 2011, almost all the renewable-energy startups in the US were dead or struggling to survive.  

The list of eventual casualties included headline grabbers like the solar-cell maker Solyndra and the high-flying battery company A123, as well as numerous less well-known startups in areas like advanced biofuels, innovative battery tech, and solar power. How, I was wondering, had CubicPV survived when nearly all its peers had failed?


Ushering me into the conference room (was that the same photo of a solar panel hanging on the wall that I had seen a decade before?), Frank van Mierlo, who is still the CEO, seemed almost giddy. And why not? After more than 10 years in photovoltaic limbo, with few opportunities to scale up its process for making the silicon wafers used in solar cells, the venture-backed company had suddenly seen its fortunes turn around. 

The excitement around cleantech investments and manufacturing is back, and the money is flowing again. The 2022 US Inflation Reduction Act, which provides strong incentives for US domestic solar manufacturing, changed everything, says van Mierlo. As of this summer, some 44 new US plants had been planned, providing CubicPV with a huge potential demand for its silicon wafers. 

Call it cleantech 2.0. In recent years, there has been a huge increase in public and private spending, both in the US and elsewhere, on technologies and infrastructure to address climate change. A recent analysis estimates that total green investments reached $213 billion in the US during the 12 months beginning July, 2022. Most of that spending is allocated to building sources of renewable energy, such as wind or solar, as well as to supporting battery and EV manufacturing and creating green hydrogen infrastructure. And the enormous amount of money is creating potential opportunities for the next generation of technologies to feed the expanding markets.

For startups like CubicPV, this means that after years of little market demand, the appetite for its products is suddenly almost insatiable. The company is designing a billion-dollar plant to make the silicon wafers needed to feed the rapid expansion in US solar production. What’s more, a bigger solar manufacturing base could eventually provide the startup with a lucrative future market for its next innovation: a new type of solar panel that is far more efficient at capturing sunlight than conventional silicon ones.

Silicon Valley and venture capitalists everywhere have fallen in love with the virtues and the promise of new catalysts and electrodes. Innovations in solar cells no longer seem like a lost cause. Startups are boasting radical new technologies for energy storage and carbon-free processes for making chemicals, steel, and cement. Investors are risking billions on scaling up nascent technologies such as geothermal power, fusion reactors, and ways to capture carbon dioxide directly from the air.

These innovations in what is being called “deep” or “hard” tech—products and processes based on science and engineering advances—could be critical in addressing climate change. While the past few years have seen remarkable progress in deploying relatively mature renewables such as solar and wind power, as well as strong growth in electric-vehicle sales, large gaps in the cleantech portfolio remain. In its most recent report this fall, the International Energy Agency estimates that around 35% of the emissions cuts needed to meet 2050 climate goals will have to come from technologies not yet available.

Key industrial sectors of the economy, in particular, have largely been untouched. Nearly a third of carbon emissions come from industrial processes used to make steel, cement, chemicals, and other commodities; concrete alone accounts for more than 7% of global emissions, while steel production is responsible for another 7% to 9%. Cleaning up these industries will take an almost unlimited supply of cheap, steady, and easily accessible carbon-free energy.

Progress will almost certainly require new science-based innovations. And that’s where venture-backed startups play an essential role. Over the last few decades, large industrial corporations in sectors such as energy, chemicals, and materials have all but abandoned research into new technologies. The days when industrial giants like DuPont created critical new technologies and spun them off into profitable operations are long gone. And while governments and universities fund research, venture-backed firms have emerged as an increasingly key outlet for transforming promising lab discoveries into sustainable businesses. 

A slew of such startups are now rapidly moving toward commercialization, providing the first steps toward industrial decarbonization and adoption of radically new energy sources (see chart). But these startups still face some of the same issues that tripped up the cleantech revolution a decade ago. 

Transforming academic advances in physical sciences and engineering into commercial businesses is a project that’s fraught with dangers. It typically requires startups to build so-called demonstration plants at a relatively large scale to test whether their processes work beyond the lab and are efficient enough to compete with existing technologies. This is risky and expensive. Then, if it all works, startups commercializing, say, new energy sources or low-carbon processes to make concrete or steel face low-margin, well-established markets. They must often compete with mature processes that have been optimized over many decades. 

These costly and time-consuming steps to commercialization, which a climate-tech startup must survive before it has any significant revenues, is often known as the “valley of death.” Few startups in cleantech 1.0 were able to navigate it.

The question now is: Can today’s ambitious startups successfully scale up their technologies and move across that valley this time around? These fledging venture-backed companies will first need to prove that their technologies work at a commercial scale. Then, if successful, they face the even harder challenge of making an impact on the huge energy and industrial markets, figuring out how to work with established companies to clean up these sectors. Can they survive?

Born again 

The bad news is that the record for such venture-backed startups is dismal. From 2006 to around 2011, when much of the sector lay in ashes, venture capitalists spent about $25 billion on cleantech startups. The VCs lost more than half their money. It was particularly bad for those firms we would now call deep-tech startups; investments in stuff like new types of solar cells, advanced biofuels, and novel battery chemistries returned only about 16 cents on a dollar. 

For much of the rest of the decade, investors hunkered down. As spending on cleantech dwindled to miserly levels, consumer-facing software-based businesses (think Airbnb and Uber) took off. The common wisdom was that advances based on science and engineering in cleantech were too expensive and risky to scale up. The proportion of venture capital going to cleantech dropped from more than 8% in 2008 to around 3% between 2016 and 2020.  

Even before the 2022 IRA passed, however, venture investors had again begun eyeing the massive potential markets for climate tech, as governments around the world increased spending and more and more corporations set long-term emission-reduction goals. The markets are now real and growing, not speculative. While innovative battery startups a decade ago faced a tiny market for electric vehicles, today there is a huge demand for cheaper and more powerful batteries as sales of EVs take off. Likewise, demand for grid storage is growing as more renewable power is deployed and for cleaner industrial processes as companies pledge to reduce their carbon pollution. 

Yet the trajectory of climate tech in recent years hasn’t been a straight line. Venture investments in cleantech startups, which amounted to just $2 billion in 2013, soared to nearly $30 billion in the US by 2021, according to the National Venture Capital Association. Then, just as things started to heat up, inflation and the resulting rise in interest rates began to make borrowing money expensive. The general venture capital market began to crash in 2022, and investments in climate tech soon followed. In the first half of 2023, investments in climate-tech startups were down 40% from the same period in 2022, reports Sightline Climate, a market intelligence firm. 

But dig deeper into the numbers and a mixed picture emerges. For one thing, Sightline Climate says investments have begun creeping back up in the latest quarter this fall. And though funding overall became more difficult to secure in the first half of 2023, some companies—especially in markets favored by the IRA legislation, like green hydrogen, batteries, solar, and carbon capture from the air—are still raising large amounts of money. According to the latest data from the Engine, a “tough tech” venture group spun out of MIT, VC investments in startups working on industrial chemicals, materials, and carbon capture were actually up in the first half of 2023 from the same period in 2022—in fact, they were nearly at 2021 levels. 

For some startups, however, readily available cash has dried up, providing a reality check on their sustainability. And the first few failures could raise the ghosts of cleantech 1.0. But for many others, the financial downturn is simply the most recent reminder that climate-tech investments aren’t exempt from swings in the health of the economy. 

The same fundamental challenge that venture-backed startups faced in commercializing transformative technologies 15 years ago still exist. Novel, gee-whiz tech is not enough; a clear plan to target well-defined markets remains key to survival. “What is the path to market for these technologies?” asks David Popp, an economist at Syracuse University. He attributes the collapse of startups in cleantech 1.0 largely to the lack of demand for green products in highly competitive commodity markets. And that business puzzle, he says, remains: “I’m kind of curious to see, looking back five years from now, whether we’ll be looking at this like the first cleantech bubble.”

New money. Old problems.

In an influential 2016 post-mortem of cleantech 1.0 by the MIT Energy Initiative,  several researchers analyzed what went wrong and concluded that venture capital was “the wrong model for clean energy innovation,” putting the blame on VCs’ unsuccessful attempts to fund startups through the “valley of death” by themselves. Simply put, the VCs quickly ran out of money and patience. The report’s conclusion: “The sector requires a more diverse set of actors and innovation models.”

The good news is that the types of investors funding cleantech have in fact become more diversified. Arguably the biggest difference is that VCs are no longer going it alone. Thanks to the huge potential markets in renewable power and industrial decarbonization, there is a growing appetite among other types of investors to fund expensive and risky scale-up projects. 

Many of these investing groups, which includes hedge funds, corporations, growth investors, and even wealthy individuals, can readily write checks for $100 million or $200 million, and today they’re providing much of the funding for the flurry of demonstration plants. “There is a whole new generation of investors whose entire business is financing first deployment to nth deployment,” says Matthew Nordan, general partner at Azolla Ventures. “That didn’t exist before, and that is where many of the [earlier] companies died on the shoals.”

The new investors include companies in sectors such as steel, chemicals, and concrete that are bracing for an inevitable long-term shift to lower-carbon processes.  Typically led by their venture groups, these corporations—such as steel manufacturer ArcelorMittal and Siam Cement Group, a conglomerate based in Bangkok—are supporting startups in their areas of business with financing and engineering expertise. And though their commitment to investing in climate-tech startups is sometimes viewed with skepticism, the money is real—and so is the time and expertise they’re bringing to the new technologies.

Still, Francis O’Sullivan, one of the authors of the 2016 MIT report who is now a lead climate investor at S2G Ventures, says that the way the startups are funded remains broken. The problem now, O’Sullivan says, is that the money is in several different types of buckets. There is a huge amount of money going to early-stage startups. And there is also ample money from banks and institutional investors for so-called infrastructure spending on well-proven technology (such as building a new wind or solar farm). But the bucket of money for the critical “growth stage”—funding for the demonstration of first-of-a-kind technologies—is relatively small.

In a report just completed, O’Sullivan and Gokul Raghavan, his colleague at S2G Ventures, calculated that between 2017 and 2022, US and European private investors raised $270 billion for what the authors broadly define as the energy transition. Some $120 billion went to early-stage, venture-backed companies, and another $100 billion was for later infrastructure spending. Only about $50 billion went to so-called growth-stage funding. 

What is getting shortchanged, says O’Sullivan, is financing for the scale-up of risky new technologies—the stage where startups find out if their innovative technologies actually work and are economical. It means many highly valued early-stage climate-tech startups could be stranded without an apparent path forward. It’s “one of the most significant barriers” to industrial decarbonization, says O’Sullivan.

Moving beyond greenwashing

Beyond financing, there are other fundamental obstacles in the path toward industrial decarbonization. Chief among them: startups need to understand the challenges of large manufacturing processes. Many venture investors in cleantech 1.0 were from internet businesses and “applied software heuristics to things clearly not software companies,” says Ramana Nanda, a finance professor at Imperial College London and founder of its Institute for Deep Tech Entrepreneurship. 

“I think the big lesson from cleantech 1.0,” he says, “is that molecules don’t work the same way as bytes.” For one thing, he says, “we really don’t know if something will work until we build that large demonstration plant that costs lots of money.” 

And even if the new technology works, Nanda points out, startups are often facing risk-averse industrial customers that have invested hundreds of millions of dollars in existing equipment and processes. “What they don’t want to do is scrap all that and jump to a new process, only to find out in 10 years there is an unintended consequence that no one had predicted,” he says.

One promising approach is the development of components that can be selectively added to existing production operations, minimizing the risk, says Nanda. Instead of hoping to completely make-over an entire industry like steel manufacturing, he says, the strategy is to ask: “Can you be part of the manufacturing process? Can you fit into an existing infrastructure?” From a practical perspective, he says, that often means offering modular solutions that existing industrial players can slot into their processes, with relatively little disruption.

Take Boston Metal, a startup that wants to transform global steel manufacturing. This industry accounts for almost a tenth of global carbon emissions and is rapidly growing in many parts of the globe. The company aims to replace the iconic blast furnace with an electrochemical process that turns iron ore into pure iron, an initial step in making steel. It’s an almost absurdly audacious goal: replacing a century-old technology that is the mainstay of one the world’s largest industries.

Boston Metal’s strategy is to try to make the transition as digestible as possible for steelmakers. “We won’t own and operate steel plants,” says Adam Rauwerdink, who heads business development at the company. Instead, it plans to license the technology for electrochemical units that are designed to be a simple drop-in replacement for blast furnaces; the liquid iron that flows out of the electrochemical cells can be handled just as if it were coming out of a blast furnace, with the same equipment. 

Working with industrial investors including ArcelorMittal, says Rauwerdink, allows the startup to learn “how to integrate our technology into their plants—how to handle the raw materials coming in, the metal products coming out of our systems, and how to integrate downstream into their established processes.” 

The startup’s headquarters in a business park about 15 miles outside Boston is far from any steel manufacturing, but these days it’s drawing frequent visitors from the industry. There, the startup’s pilot-scale electrochemical unit, the size of a large furnace, is intentionally designed to be familiar to those potential customers. If you ignore the hordes of electrical cables running in and out of it, and the boxes of electric equipment surrounding it, it’s easy to forget that the unit is not just another part of the standard steelmaking process. And that’s exactly what Boston Metal is hoping for. 

The company expects to have an industrial-scale unit ready for use by 2025 or 2026. The deadline is key, because Boston Metal is counting on commitments that many large steelmakers have made to reach zero carbon emissions by 2050. Given that the life of an average blast furnace is around 20 years, that means having the technology ready to license before 2030, as steelmakers plan their long-term capital expenditures. But even now, says Rauwerdink, demand is growing for green steel, especially in Europe, where it’s selling for a few hundred dollars a metric ton more than the conventional product.

It’s that kind of blossoming market for clean technologies that many of today’s startups are depending on. The recent corporate commitments to decarbonize, and the IRA and other federal spending initiatives, are creating significant demand in markets “that previously didn’t exist,” says Michael Kearney, a partner at Engine Ventures.

One wild card, however, will be just how aggressively and faithfully corporations pursue ways to transform their core businesses and to meet their publicly stated goals. Funding a small pilot-scale project, says Kearney, “looks more like greenwashing if you have no intention of scaling those projects.” Watching which companies move from pilot plants to full-scale commercial facilities will tell you “who’s really serious,” he says. Putting aside the fears of greenwashing, Kearney says it’s essential to engage these large corporations in the transition to cleaner technologies. 

Susan Schofer, a partner at the venture firm SOSV, has some advice for those VCs and startups reluctant to work with existing companies in traditionally heavily polluting industries: Get over it. “We need to partner with them. These incumbents have important knowledge that we all need to get in order to effect change. So there needs to be healthy respect on both sides,” she says. Too often, she says, there is “an attitude that we don’t want to do that because it’s helping an incumbent industry.” But the reality, she says, is that finding ways for such industries to save energy or use cleaner technologies “can make the biggest difference in the near term.”

Getting lucky

It’s tempting to dismiss the history of cleantech 1.0. It was more than a decade ago, and there’s a new generation of startups and investors. Far more money is around today, along with a broader range of financing options. Surely we’re savvier these days.

But it would be a mistake to ignore the past failures. The challenges of commercializing climate technologies rooted in advances in science and engineering remain the same: not only are they expensive and risky to scale up, but you’re aiming to compete in mature markets characterized by commodity products with low margins. The economics, despite what some Silicon Valley boosters might proclaim, haven’t changed.

Many of the technologies that we’re so excited about today could fail. Even as billions are flowing into green hydrogen and direct air capture, these technologies remain highly speculative and may prove too expensive to ever be competitive. Fusion might never be a working source of power. Some of the venture-backed startups that are pinning their hopes on green cement or steel could, like the advanced biofuels startups of the late 2000s, be gone in a few years. And that’s not even mentioning the plethora of early-stage startups with exotic technologies that gained funding in recent years and are little more than lab experiments with no discernible markets.

The most enduring lesson from cleantech 1.0 is a simple one: the survival of climate-tech startups depends on demand for their inventions from large and expanding markets. Take, for instance, the company that gave me the strange sense of déjà vu; for years 1366 Technologies, which in 2021 became CubicPV, chased after ways to improve solar manufacturing, developing a new method for making the wafers that are the backbone of solar cells. But nearly all wafer production was done in China, by that country’s own manufacturers. Without buyers for its wafers, 1366 spent much of the 2010s biding its time, making technical advances and building expertise—surviving thanks to its patient venture investors. 

Then came the 2022 US climate bill, and the startup’s prospects changed overnight. As US solar manufacturers race to ramp up their production, says van Mierlo, domestic supply of the silicon wafers could become a critical bottleneck. Suddenly, CubicPV has a huge potential market for its innovations. “I would like to say it’s all strategy,” says van Mierlo, “but, you know, we just got lucky.”

Even if companies do heed the lessons of the past, shifting political winds could once again derail the “luck” of today’s climate-tech investments. The IRA passed without a single vote from Republicans in either the House or the Senate. If a Republican president is elected next year, they could try to end much of the funding. In the UK, the prime minister recently proposed weakening the country’s climate policies to slow down its green energy transition. And other countries have also shown an unpredictable commitment to new, cleaner technologies during tough economic times.

In a recent paper, Syracuse University’s Popp and his coauthor traced many of the woes of cleantech 1.0 back to a largely forgotten Senate election in early 2010. After the death of the liberal Democrat Ted Kennedy, Massachusetts voters surprisingly elected the Tea Party–adjacent Republican Scott Brown, dooming a comprehensive climate bill in Congress. Without the legislation’s anticipated carbon pricing, many venture investors lost interest in clean-energy startups. 

If a similar political shift were to happen again, it could be a disaster for badly needed innovations. The lingering damage from the collapse of cleantech 1.0 was not to the wallets of venture investors. The far greater harm was the death of startups with once promising technologies: more efficient solar cells, batteries made of more abundant materials, and cleaner fuels. Those failures ripped the heart out of a generation of cleantech entrepreneurs and investors. Clever new ideas emerging from university labs had few productive places to go. The critical role that venture-backed startups can play in the energy transition by turning radical new advances into sustainable businesses was crushed. Innovation in climate tech went into a decade-long winter.

We can’t afford to fail again. We desperately need the new advances. But at the same time, the techno-optimism that often surrounds these startups needs to be tempered. We’re not just a few breakthroughs away from solving the climate crisis. Today’s venture-back startups are just one piece of the far larger effort to create a clean economy. Investors and founders need to learn how they fit into this massive undertaking and develop more self-awareness about the constraints and limitations they face. The hubris of Silicon Valley investors that helped doom cleantech 1.0 needs to be checked. 

For many venture capitalists, climate tech is a mindset and business model that still doesn’t work. But some, including numerous veterans of cleantech 1.0, have learned from the past failures. As more and more remarkable advances emerge out of academic labs, investors with many more financial tools available to them are ready to turn the breakthroughs into viable businesses.

This time they’re fully aware of the time and money it takes—and the willingness to tolerate risk. With some luck, they could succeed.

Beard-care Founder on Juggling Brands

In 2014 Eric Steckling launched Brio, a Michigan-based direct-to-consumer seller of beard trimmers. In 2022 the company acquired Ollie, a subscription-based provider of teeth whiteners.

The brands are seemingly complementary. Both sell grooming products. But merging them was challenging. Having been combined post-acquisition, they now function separately.

In our recent conversation, Steckling addressed launching Brio, acquiring Ollie, and lessons learned along the way. The entire audio of our discussion is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Tell us what you do.

Eric Steckling:  I run two direct-to-consumer businesses. Our core brand is called Brio. We make grooming tools for men, namely a beard trimmer. Ollie is an oral care company that started as a subscription-based teeth whitening strip. We acquired that brand in 2022 and then rolled all of our toothbrush stuff into it. Since then, we’ve developed our own toothpaste and related products.

Initially after the acquisition we ran both brands from Brio’s site. But we realized it made sense to separate them, with the oral-care content on one site and the trimming and grooming items on another.

Ollie was on its own when we bought it. I made some missteps in integrating it with our business. We switched subscription platforms twice and lost many subscribers. We merged it with Brio, but now it’s on its own.

On the Brio side, we can acquire customers profitably from the first sale, but beard trimmers last for years. We have to acquire new customers constantly.

Ollie is the opposite. Getting folks to buy an electric toothbrush is tough. But they come back and purchase brush heads for years.

Bandholz: You’re in a competitive space. How do you stand out?

Steckling: My perspective has changed after 10 years. We can stand out because the big brands have made terrible products in the last 15 years, not necessarily on the high-end, but the $30 versions. The $20 to $50 trimmers from major brands are not very good. That leaves the door open for us. Plus, our customer service is superior. If a customer has a problem with his trimmer, I will help immediately. He would never get that with a major company.

I did a deep dive into Andis, a legacy U.S. trimmer brand. It’s a fascinating story. The company started in Racine, Wisconsin, about 100 years ago as an electric motor supplier. They were good at making motors. But they eventually shifted into a big-box retail business, making $20 items.

It’s an example of big companies leaving gaps in the market that ecommerce brands like us can fill.

Bandholz: You sell on your own sites and on Amazon.

Steckling: All of our Amazon sales are from our own marketing, more or less. In 2014 our revenue was 100% on Amazon. It’s shifted over the years. It’s now mostly on our websites.

We’re not getting any free sales on Amazon. Everyone that buys there looks for us. Our listings are not showing up when folks search for beard products. Still, if we’re not there, we’ll lose the sale for branded searches.

So we’re leaving money on the table if we’re not on Amazon. But it’s a huge pain. There’s a ton I hate about Amazon. We’ve had so much trouble. They lose inventory, deactivate listings, hackers take over our listings, change the photos. You name it, and it’s gone wrong. String and tape hold the system together. It was built 20 years ago and has so many unfixable legacy problems. Although this year, Amazon has been much better.

Bandholz: You have a good system for finding influencers.

Steckling: It helps to have relationship managers coordinating affiliates, influencers, and content.

The most important thing when finding the right influencers is the niche. What is their expertise relative to your products? That, to me, has been the most significant differentiator for conversions. We almost ignore the number of followers because expertise and persuasiveness are much more critical. We’ve had videos with millions of views that didn’t sell anything and others with thousands of views that sold a lot.

With Brio, the best influencers focus on men’s grooming. We’ve tried fitness, automotive, and other male audiences. They don’t work as well. For Ollie we’ve had dentists address niche topics and include our product. The video might get just a few thousand views, but conversion is massive.

Bandholz: Where can people buy your trimmers and teeth whiteners?

Steckling: For the trimmers, go to Brio4life.com. To buy our whiteners and Sonic toothbrushes,  OllieSmile.com is the place. Find me on LinkedIn.

Procurement in the age of AI

Procurement professionals face challenges more daunting than ever. Recent years’ supply chain disruptions and rising costs, deeply familiar to consumers, have had an outsize impact on business buying. At the same time, procurement teams are under increasing pressure to supply their businesses while also contributing to business growth and profitability.

Deloitte’s 2023 Global Chief Procurement Officer Survey reveals that procurement teams are now being called upon to address a broader range of enterprise priorities. These range from driving operational efficiency (74% of respondents) and enhancing corporate social responsibility (72%) to improving margins via cost reduction (71%).

To meet these rising expectations, many procurement teams are turning to advanced analytics, AI, and machine learning (ML) to transform the way they make smart business buying decisions and create value for the organization.

New procurement capabilities unlocked by AI

AI and ML tools have long helped procurement teams automate mundane and manual procurement processes, allowing them to focus on more strategic initiatives. But recent advances in natural language processing (NLP), pattern recognition, cognitive analytics, and large language models (LLMs) are “opening up opportunities to make procurement more efficient and effective,” says Julie Scully, director of software development at Amazon Business.

The good news is procurement teams are already well-positioned to capitalize on these technological advances. Their access to rich data sources, ranging from contracts to invoices, enables AI/ML solutions that can illuminate the insights contained within this data. Acting on these insights unlocks new capabilities that can enhance decision-making and improve spending patterns across the organization.

Predicting supply chain disruptions. In an era of constant supply chain disruptions, procurement teams are often faced with inconsistent item availability, which can negatively impact employee and customer experience. Indeed, the Deloitte 2023 Global Chief Procurement Officer survey finds that only 25% of firms are able to identify supply disruptions promptly “to a large extent.”

AI tools can help address this issue by recognizing patterns that indicate an emerging supply shortage and automatically recommending two or three product alternatives to business buyers, thereby preventing supply disruptions. These predictive capabilities also empower procurement teams to establish buying policies that proactively account for items that are more likely to go out of stock.

Answering pressing questions quickly. Sifting through data to understand the cause of a supply chain disruption, product defect, or other risk is time-consuming for a procurement professional. LLM-powered chatbots can streamline these processes by understanding complex queries about orders and “putting together a nuanced answer,” says Scully. “AI can query a wide variety of sources to fully answer a question quickly and in a way that feels natural and understandable.” In addition to providing fast and accurate answers to pressing questions, AI promises to reduce the need to explain procurement issues eventually. Instead, it will proactively analyze orders, buying patterns, and the current situation to provide instant support.

Offering customized recommendations. As business buyers increasingly demand personalized experiences, procurement officers seek ways to customize their interactions with business procurement systems. Scully provides the example of an employee tasked with hosting a holiday party for 150 employees who needs help deciding what to order. An AI-based procurement tool posed that scenario, she says, could generate a proposed shopping cart, sifting through “millions and billions of data points to recommend and suggest items that the employee may not have even thought of.”

Better yet, she adds, “as we get into really large language models, AI/ML can help answer questions or help buy items you didn’t even know you needed by understanding your particular situation in a much more detailed way.”

Influencing compliance spend. Procurement professionals aim to balance employees’ freedom to purchase the items they need with minimal intervention. However, self-sufficiency should not come at the cost of proper spend management, productivity, and policy compliance. “There’s always a healthy tension between how a company ensures they have the right controls and oversight but also enables a federated spend model,” says Scully. Fortunately, she says, “AI can offer huge value” in alerting procurement teams to any “outliers” before any damage is done.

AI can also help ensure compliance by enforcing spending policies and expectations so that employees “can still confidently buy the right items,” says Scully. This capability can minimize the risk of overspending and also help with companies’ contractual obligations, such as fulfilling a spending commitment to a particular supplier. In the future, an AI-powered anomaly detection trigger might even be used to examine large datasets to identify non-compliant purchases.

Increasing spending visibility. AI and analytics tools can provide greater transparency into overall procurement spending by automatically analyzing data and unlocking timely analysis. These data-driven insights provide procurement officers a comprehensive view of where they’re allocating budget and areas where they might be able to cut costs.

But greater transparency into procurement spend can also empower organizations to respond to emerging business priorities, such as adopting more socially responsible purchasing practices. “Companies want to prioritize locally owned businesses or businesses that prioritize a lower carbon footprint,” says Scully. With greater visibility into their procurement patterns, organizations can direct business buyers to climate-friendly products or suppliers that help meet  their environmental, social, and governance goals.

Driving procurement productivity. Monitoring supplier performance, ensuring spend compliance, and identifying supply chain disruptions—these are all time-consuming activities that distract procurement professionals from more business-critical objectives. “If the procurement team is bogged down in day-to-day processes, they can’t be thinking about their overall strategic goals for the company, if they’re able to deliver them, and where they might want to provide optimizations,” says Scully. By automating labor-intensive processes such as spend analysis, product selection, and tracking down orders, advanced procurement tools can free procurement teams to focus on value-added activities.

Best practices for AI-powered procurement

For all the advantages of advanced analytics and AI/ML solutions, procurement teams must take steps to ensure the best use of these innovative tools. AI models are only as relevant as the training data they ingest. For this reason, Scully says, organizations need “to be aware that a model may sometimes have blind spots or not immediately recognize if the business is beginning a change in strategic focus.” As an organization’s priorities evolve, the model training data must keep pace to reflect new business goals and circumstances.

To get the most from its advanced technology tools, procurement teams should ensure that they support the company’s overall procurement goals and business strategy. These goals may range from working with a more diverse supplier base to purchasing more sustainable goods. Whatever the desired end, the procurement function must link its use of new AI-powered tools to achieving its business goals and regularly evaluate the results.

The new procurement capabilities unlocked by advanced analytics and AI/ML can help businesses rethink how procurement gets done. As generative AI and related technologies advance, sophisticated procurement use cases are likely to multiply, offering substantial financial and operational gains to procurement teams.

This content was produced by Insights, the custom content arm of MIT Technology Review. It was not written by MIT Technology Review’s editorial staff.

Learn how Amazon Business is leveraging AI/ML to offer procurement professionals more efficient processes, a greater understanding of smart business buying habits and, ultimately, reduced prices.

A Mobile Milestone for Christmas 2023

American shoppers dialed up $5.3 billion in 2023 Black Friday smartphone purchases, accounting for 54% of online sales for the day after Thanksgiving, according to Adobe.

Globally, nearly 80% of all online sales occur on a mobile device, per Statista, mainly due to the Asia-Pacific region.

North America generally and the United States specifically have been slower to adopt mobile ecommerce, preferring the more expansive desktop experiences, but that will likely change in 2023 — at least for the Christmas shopping season.

Mobile to Pass Desktop

AI-generated image of Santa holding a smartphone.AI-generated image of Santa holding a smartphone.

Seemingly everyone will shop on smartphones this 2023 holiday.

Adobe, which tracks holiday ecommerce spending in the United States, “expects mobile to overtake desktop for the first time this holiday season, with more than half (51.2%) of spend online to take place on mobile.”

As evidence, U.S. Black Friday mobile sales grew about 10.4% year-over-year. On Thanksgiving Day, typically even better for mobile ecommerce, shoppers spent $3.3 billion from mobile devices, an increase of 14% compared to 2022.

Mobile Implications

The fact that U.S. shoppers increasingly use smartphones for purchases is not surprising. The surprise is that it took so long. Ecommerce and retail observers have predicted the rise of mobile ecommerce for more than a decade.

Thus it’s a good time to reflect on broader implications for all merchants.

Mobile apps. By some estimates, including data from Sensor Tower, a market intelligence firm, about one in five American adults has downloaded at least one of Amazon’s mobile apps.

Five years ago, Amazon said that 85% of its mobile shoppers used the app versus the website. Assuming the percentage is unchanged, we can see an immediate challenge for small and midsized online sellers.

Screenshots of side-by-side Amazon mobile website and appScreenshots of side-by-side Amazon mobile website and app

In 2018, many more Amazon mobile shoppers used the app than the website. Here are the home pages of both in 2023, with the website on the left.

As mobile accounts for a greater share of ecommerce sales (again, 51.2% this holiday season) and ecommerce becomes an increasing part of total retail sales (15.6% in Q3 2023), more shoppers could start a purchase journey on a mobile app — like Amazon’s — instead of a dedicated search engine.

SMBs might need to entice shoppers to download their mobile apps or ensure their items appear in the most popular marketplace apps, such as Amazon, via product listings or advertising.

Conversion rates. Despite generating more revenue, mobile devices have much lower conversion rates.

For example, on Thanksgiving Day 2023, desktop visits converted at 4.4%, while mobile shoppers converted at 2.3%, per Adobe. On Black Friday, those rates were 6.5% and 3.2%, respectively.

So why does it take about twice as much traffic on mobile to generate a sale? It’s likely the shopping experience or the context.

Closing that gap — and elevating return on ad spend — will be vital for merchants.

Average order value. Mobile purchases tend to include relatively fewer items than desktop, according to Adobe. In the lead-up to Black Friday 2023, Americans on average purchased between 2.6 and 2.9 items on smartphones and 3.2 and 3.9 on desktops.

Average order values likely follow a similar pattern. Hence boosting mobile AOVs will be a priority for merchants given the cost impacts on shipping, packaging, or even customer acquisition.

Mobile optimization. For years Google and other search engines have used mobile-first indexes. So optimizing a site for mobile rankings and conversions should be old hat.

To confirm, check your site’s percentage of traffic and conversions from mobile. Does either trail the industry?

A Mobile Christmas

If Thanksgiving Day and Black Friday trends continue, U.S. Christmas shopping in 2023 will reach a milestone. More than 50% of sales will come from smartphones. Next year the percentage will presumably be higher.