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Industry leaders urge careful AI use in research projects

The 2026 Adwanted Media Research Awards will feature a new category for Best Use of AI in Research Projects, reflecting the growing importance of this technology in the industry.

Head judge Denise Turner of IPA said AI should be viewed as a tool to expedite workflows, not replace human insight, emphasising that researchers remain essential to interpreting results and posing the right questions.

Route CEO Euan Mackay said AI enables digital twins, synthetic data, and clean-room integrations, shifting researchers’ roles from survey design to auditing and ensuring data integrity in an AI-driven environment.

OMD’s Laura Rowe highlighted AI’s ability to rapidly process raw data, transcribe qualitative research, and extend insights across strategy and planning — provided ethical oversight remains in place.

ITV’s Neil Mortensen called this the start of a ‘gold rush’, urging the industry to use AI to automate tedious tasks while preserving rigorous methods and enabling more time for deep analysis.

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Rising data centre demand pushes utilities to invest

US electricity prices are rising as the energy demands of data centres surge, driven by the rapid growth of AI technologies. The average retail price per kilowatt-hour increased by 6.5% between May 2024 and May 2025, with some states experiencing significantly sharper increases.

Maine saw the sharpest rise in electricity prices at 36.3%, with Connecticut and Utah following closely behind. Utilities are passing on infrastructure costs, including new transmission lines, to consumers. In Northern Virginia, residents could face monthly bill increases of up to $37 by 2040.

Analysts warn that the shift to generative AI will lead to a 160% surge in energy use at data centres by 2030. Water use is also rising sharply, as Google reported its facilities consumed around 6 billion gallons in 2024 alone, amid intensifying global AI competition.

Tech giants are turning to alternative energy to keep pace. Google has announced plans to power data centres with small nuclear reactors through a partnership with Kairos Power, while Microsoft and Amazon are ramping up nuclear investments to secure long-term supply.

President Donald Trump has pledged more than $92 billion in AI and energy infrastructure investments, underlining Washington’s push to ensure the US remains competitive in the AI race despite mounting strain on the grid and water resources.

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German state pushes digital sovereignty

The northern German state of Schleswig-Holstein is pushing ahead with an ambitious plan to replace Microsoft software in its public administration with open-source alternatives.

With around 30,000 civil servants, a workforce comparable to the European Commission, the region has already migrated most staff to new systems. It expects to cut its Office licences by more than two-thirds before the end of the month.

Instead of relying on Word, Outlook or SharePoint, staff are switching to LibreOffice, Thunderbird, Open Xchange and Nextcloud. A Linux pilot is also underway, testing the replacement of Windows itself.

The digital minister, Dirk Schrödter, admitted the schedule is tight but said that 24,000 employees are already using the new setup. By 2029, only a handful of Microsoft licences should remain, kept for compatibility with federal services.

A transition that has not been free of challenges. Some judges have called for a return to Outlook, citing outages, while larger providers such as SAP have proven difficult to adapt.

Still, Schrödter argued the investment is about sovereignty rather than cost-cutting, comparing Europe’s reliance on Big Tech to its dependence on Russian gas before 2022. He urged Brussels to prioritise open-source solutions in procurement rules to reduce dependence on foreign tech giants.

Although Schleswig-Holstein is a relatively small region, its programme has already influenced wider German and European initiatives.

Similar efforts, including Germany’s OpenDesk project, have gained traction in France, Italy and the Netherlands, with several governments now watching the experiment closely.

Schrödter said the state’s progress surprises many observers, but he believes it shows how public administrations can regain control of their digital infrastructure.

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Scientist and DeepMind’s CEO Demis Hassabis says learning how to learn is key to the AI future

The Nobel laureate, Demis Hassabis, has argued that the most crucial ability for the next generation will be learning how to learn.

Speaking at the Odeon of Herodes Atticus in Athens, Greece, he said adaptability was vital as AI reshapes work and education.

The neuroscientist and former chess prodigy predicted that AGI machines with human-level versatility could emerge within a decade. He described it as a development that may create a future of radical abundance, although he warned of risks.

Hassabis urged a stronger focus on ‘meta-skills’ such as optimising approaches to new subjects, instead of relying solely on traditional disciplines.

Given the speed of technological change, he emphasised that people will need to update their knowledge continuously throughout their careers.

His remarks came during a discussion with Greek Prime Minister Kyriakos Mitsotakis, who warned that the unchecked growth of technology giants could fuel economic inequality and social unrest if citizens do not see clear benefits from AI adoption.

Hassabis’s work on protein folding won him the 2024 Nobel Prize in chemistry.

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xAI cuts 500 jobs as focus turns to specialist AI tutors

Elon Musk’s company xAI has laid off around 500 staff from its data annotation team after deciding to reduce its focus on general AI tutors. The employees were told their system access would be revoked immediately, although salaries will be paid until contracts end or until 30 November.

According to reports, the company will instead invest more heavily in specialist AI tutors for areas such as video games, web design, data science, medicine, and STEM.

xAI announced plans to expand the specialist team tenfold, describing the roles as highly valuable to developing its technology.

The shift comes as xAI continues to promote its chatbot Grok. Musk recently highlighted its predictive abilities, sharing benchmarks that measure performance in forecasting politics, economics, sports, and cultural events.

Observers see the move toward specialist tutors as a way to refine Grok’s training and strengthen its commercial applications.

The layoffs follow earlier signs of restructuring, with some senior staff reportedly losing access to internal systems before the formal announcement.

Analysts suggest the changes reflect a strategic recalibration, aiming to boost productivity instead of spreading resources too thinly across generalist roles.

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Anthropic introduces memory feature to Claude AI for workplace productivity

The AI startup Anthropic has added a memory feature to its Claude AI, designed to automatically recall details from earlier conversations, such as project information and team preferences.

Initially, the upgrade is only available to Team and Enterprise subscribers, who can manage, edit, or delete the content that the system retains.

Anthropic presents the tool as a way to improve workplace efficiency instead of forcing users to repeat instructions. Enterprise administrators have additional controls, including entirely turning memory off.

Privacy safeguards are included, such as an ‘incognito mode’ for conversations that are not stored.

Analysts view the step as an effort to catch up with competitors like ChatGPT and Gemini, which already offer similar functions. Memory also links with Claude’s newer tools for creating spreadsheets, presentations, and PDFs, allowing past information to be reused in future documents.

Anthropic plans a wider release after testing the feature with businesses. Experts suggest the approach could strengthen the company’s position in the AI market by offering both continuity and security, which appeal to enterprises handling sensitive data.

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Integratel Perú secures spectrum to boost 5G rollout

Integratel Perú has secured a 100 MHz spectrum block to accelerate the deployment of 5G, laying the foundation for faster connections, lower latency, and greater device capacity.

A move that is expected to boost Peru’s digital transformation and strengthen local industries’ competitiveness.

The company has already modernised 1,400 antennas as part of a wider network upgrade that will continue into 2027, preparing the ground for nationwide 5G rollout once fully authorised.

Under its Movistar Empresas brand, Integratel plans to enhance digital services, including personnel identification systems that use cameras to verify protective equipment in restricted areas. With 5G, such tools will deliver more explicit images and real-time alerts, reducing human oversight.

As part of its spectrum award commitments, Integratel will expand 4G coverage to 437 rural locations and extend connectivity along 545 kilometres of roads.

It will also deliver 5G to 92 public institutions, including schools, hospitals, and Pan American Games venues, ensuring wider access to advanced connectivity nationwide.

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Ukraine urges ethical use of AI in education

AI can help build individual learning paths for Ukraine’s 3.5 million students, but its use must remain ethical, First Deputy Minister of Education and Science Yevhen Kudriavets has said.

Speaking to UNN, Kudriavets stressed that AI can analyse large volumes of information and help students acquire the knowledge they need more efficiently. He said AI could construct individual learning trajectories faster than teachers working manually.

He warned, however, that AI should not replace the educational process and that safeguards must be found to prevent misuse.

Kudriavets also said students in Ukraine should understand the reasons behind using AI, adding that it should be used to achieve knowledge rather than to obtain grades.

The deputy minister emphasised that technology itself is neutral, and how people choose to apply it determines whether it benefits education.

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YouTube expands AI dubbing to millions of creators

Real-time translation is becoming a standard feature across consumer tech, with Samsung, Google, and Apple all introducing new tools. Apple’s recently announced Live Translation on AirPods demonstrates the utility of such features, particularly for travellers.

YouTube has joined the trend, expanding its multi-language audio feature to millions of creators worldwide. The tool enables creators to add dubbed audio tracks in multiple languages, powered by Google’s Gemini AI, replicating tone and emotion.

The feature was first tested with creators like MrBeast, Mark Rober, and Jamie Oliver. YouTube reports that Jamie Oliver’s channel saw its views triple, while over 25% of the watch time came from non-primary languages.

Mark Rober’s channel now supports more than 30 languages per video, helping creators reach audiences far beyond their native markets. YouTube states that this expansion should make content more accessible to global viewers and increase overall engagement.

Subtitles will still be vital for people with hearing difficulties, but AI-powered dubbing could reduce reliance on them for language translation. For creators, it marks a significant step towards making content truly global.

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NATO and Seoul expand cybersecurity dialogue and defence ties

South Korea and NATO have pledged closer cooperation on cybersecurity following high-level talks in Seoul this week, according to Yonhap News Agency.

The discussions, led by Ambassador for International Cyber Affairs Lee Tae Woo and NATO Assistant Secretary General Jean-Charles Ellermann-Kingombe, focused on countering cyber threats and assessing risks in the Indo-Pacific and Euro-Atlantic regions.

Launched in 2023, the high-level cyber dialogue aims to deepen collaboration between South Korea and NATO in the cybersecurity domain.

The meeting followed talks between Defence Minister Ahn Gyu-back and NATO Military Committee chair Giuseppe Cavo Dragone during the Seoul Defence Dialogue earlier this week.

Dragone said cooperation would expand across defence exchanges, information sharing, cyberspace, space, and AI as ties between Seoul and NATO strengthen.

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