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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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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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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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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Microsoft and OpenAI have agreed to new non-binding terms that will allow OpenAI to restructure into a for-profit company, marking a significant shift in their long-standing partnership.
The agreement sets the stage for OpenAI to raise capital, pursue additional cloud partnerships, and eventually go public, while Microsoft retains access to its technology.
The previous deal gave Microsoft exclusive rights to sell OpenAI tools via Azure and made it the primary provider of compute power. OpenAI has since expanded its options, including a $300 billion cloud deal with Oracle and an agreement with Google, allowing it to develop its own data centre project, Stargate.
OpenAI aims to maintain its nonprofit arm, which will receive more than $100 billion from the projected $500 billion private market valuation.
Regulatory approval from the attorneys general of California and Delaware is required for the new structure, with OpenAI targeting completion by the end of the year to secure key funding.
Both companies continue to compete across AI products, from consumer chatbots to business tools, while Microsoft works on building its own AI models to reduce reliance on OpenAI technology.
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Alibaba has open-sourced its latest AI model, Qwen3-Next, claiming it is ten times more powerful and cheaper to train than its predecessor.
Developed by Alibaba Cloud, the 80-billion-parameter model reportedly performs on par with the company’s flagship Qwen3-235B-A22B while remaining optimised for deployment on consumer-grade hardware.
Qwen3-Next introduces innovations such as hybrid attention for long text processing, high-sparsity mixture-of-experts architecture, and multi-token prediction strategies. These upgrades boost both efficiency and model stability during training.
Alibaba also released Qwen3-Next-80B-A3B-Thinking, a reasoning-focused model that outperformed its own Qwen3-32B-Thinking and Google’s Gemini-2.5-Flash-Thinking in benchmark tests.
The release strengthens Alibaba’s position as a major player in open-source AI, following last week’s preview of its 1-trillion-parameter Qwen-3-Max model, which ranked sixth on UC Berkeley’s LMArena leaderboard.
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The US House of Representatives has passed an $848 billion defence policy bill with new provisions for cybersecurity and AI. Lawmakers voted 231 to 196 to approve the chamber’s version of the National Defence Authorisation Act (NDAA).
The bill mandates that the National Security Agency brief Congress on plans for its Cybersecurity Coordination Centre and requires annual reports from combatant commands on the levels of support provided by US Cyber Command.
It also calls for a software bill of materials for AI-enabled technology that the Department of Defence uses. The Pentagon will be authorised to create up to 12 generative AI projects to improve cybersecurity and intelligence operations.
An adopted amendment allows the NSA to share threat intelligence with the private sector to protect US telecommunications networks. Another requirement is that the Pentagon study the National Guard’s role in cyber response at the federal and state levels.
Proposals to renew the Cybersecurity Information Sharing Act and the State and Local Cybersecurity Grant Program were excluded from the final text. The Senate is expected to approve its version of the NDAA next week.
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If AI is to matter in the economy, it must first matter to small businesses. Firms employ over 61 million people, nearly half the private workforce, yet most run on outdated technology. While smartphones update monthly, many small businesses still use systems built a decade ago.
Search fund entrepreneurs bridge this gap by upgrading established firms with modern tech. One deal turned a 50-person roadside assistance firm into Asurion, now a global tech-care provider. Others have scaled compliance firms into nationwide SaaS platforms.
Generative AI now accelerates these transformations, cutting work times by over 60% across supply chains, compliance, and document processing functions. Complex tasks can now be completed in hours, unlocking double-digit productivity gains and allowing small businesses to focus on growth.
Search funds are not the only path forward. AI consulting firms, tech studios, and AI-powered roll-up strategies bring enterprise-grade tools to family-run firms. For communities that have relied on traditional playbooks, decades of growth can be compressed into months.
The cost of AI has never been lower, and the opportunity is wide open. Once deployed at scale, AI could power a wave of productivity on Main Street, helping small businesses compete and strengthening the economy for half of their workforce.
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Google Cloud has rolled out a new Data Transfer Essentials plan, allowing customers to move workloads across multiple clouds without paying transfer fees. The move comes ahead of the EU Data Act on 12 September 2025, intended to strengthen competition across the cloud market.
Under the new rules, providers must charge data transfer fees only ‘at cost.’ While Microsoft and Amazon have already taken steps to comply, Google has gone further by removing the charge altogether.
The company said the change is aimed at supporting businesses with multicloud strategies, offering more flexibility, and reducing downtime in critical workloads.
The initiative also positions Google as more aligned with regulatory goals, particularly compared with Microsoft, which has faced scrutiny over restrictive licensing practices. Google said qualifying traffic will now be billed at zero cost, while other transfers remain charged at existing rates.
The announcement follows strong growth in Google Cloud’s business, especially from AI firms like OpenAI and Anthropic. Alphabet’s cloud contracts are valued at around $106 billion, with CEO Thomas Kurian projecting $58 billion in revenue conversion within two years.
Alphabet’s stock price rose 2.47% following the update, reaching $239.94, as investors responded positively to both growth prospects and regulatory positioning.
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OpenAI has finalised a record $300 billion deal with Oracle to secure vast computing infrastructure over five years, marking one of the most significant cloud contracts in history. The agreement is part of Project Stargate, OpenAI’s plan to build massive data centre capacity in the US and abroad.
The two companies will develop 4.5 gigawatts of computing power, equivalent to the energy consumed by millions of homes.
Backed by SoftBank and other partners, the Stargate initiative aims to surpass $500 billion in investment, with construction already underway in Texas. Additional plans include a large-scale data centre project in the United Arab Emirates, supported by Emirati firm G42.
The scale of the deal highlights the fierce race among tech giants to dominate AI infrastructure. Amazon, Microsoft, Google and Meta are also pledging hundreds of billions of dollars towards data centres, while OpenAI faces mounting financial pressure.
The company currently generates around $10 billion in revenue but is expected to spend far more than that annually to support its expansion.
Oracle is betting heavily on OpenAI as a future growth driver, although the risk is high given OpenAI’s lack of profitability and Oracle’s growing debt burden.
A gamble that rests on the assumption that ChatGPT and related AI technologies will continue to grow at an unprecedented pace, despite intense competition from Google, Anthropic and others.
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