Digital identities

Meta and UFC to transform fight experience

UFC President Dana White has announced a groundbreaking partnership with Meta, following his recent appointment to the tech giant’s board.

The collaboration marks a significant moment for both organisations, with Meta CEO Mark Zuckerberg, a well-known MMA enthusiast and practitioner, praising White’s ability to elevate global sports brands.

The deal aims to revolutionise fan engagement through cutting-edge technologies. According to White, plans are already underway to redesign the UFC’s ranking system, with hopes of delivering more compelling matchups.

While details remain under wraps, he hinted that AI could be central to the project, potentially transforming how fights are scored and analysed in real time.

Zuckerberg expressed excitement about the future of UFC fan experiences, suggesting Meta’s tech resources could introduce innovative ways for audiences to connect with the sport.

Enhanced data analysis may also support fighters in training and strategy, leading to higher-quality contests and fewer controversial decisions.

The full impact of the partnership will unfold in the coming years, with fans and athletes alike anticipating significant change.

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Retail stocks slump after tariff shock

Retail giants are facing sharp declines in after-hours trading as new tariffs from the US on imports from China, the European Union, and Vietnam begin to rattle markets. Walmart and Amazon both saw their shares fall, with Nike also heavily impacted due to its dependence on Chinese manufacturing.

Walmart’s drop of over 4% reflects its heavy reliance on Chinese imports, with roughly 70% of its merchandise tied to the country. Amazon, similarly exposed through its third-party sellers, dipped close to 5% amid fears that rising costs will force sellers to raise prices, dampening consumer demand. These developments could severely affect the upcoming holiday shopping season.

Nike, meanwhile, saw shares fall by more than 6% as news emerged that many of its products, including popular sneakers, are produced in China and Vietnam. Although the company has been diversifying production to Vietnam, the move offers little relief now, as Vietnam faces an even steeper 46% tariff. The new policies may force widespread price hikes, putting further pressure on consumers and the broader retail sector.

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Emergence AI launches platform that builds AI with AI

The startup Emergence AI has launched a new no-code platform that allows users to generate custom AI agents simply by describing tasks in natural language.

These agents can then autonomously create other, more specialised agents to complete complex work, in real time and without requiring human coding expertise.

The system, which the company calls a breakthrough in ‘recursive intelligence’, checks its registry of agents for task compatibility. If existing agents aren’t suitable, new ones are created instantly to handle the job.

These can also anticipate related tasks, boosting automation across enterprise operations. Emergence AI claims the platform can seamlessly orchestrate collaboration among multiple agents, bringing a new level of efficiency to data transformation, migration, analytics, and even code generation and verification.

Users can select from a range of major large language models including OpenAI’s GPT-4.5, Anthropic’s Claude, and Meta’s Llama. Enterprises can also integrate their own models.

With safety and oversight in mind, Emergence AI has built in access controls, performance verification tools, and human review processes to ensure responsible deployment. Pricing has yet to be disclosed, but interested parties are encouraged to contact the firm directly.

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Studio Ghibli director warns AI can’t replicate emotional depth

AI may soon be capable of producing entire animated films, warns Goro Miyazaki, son of the iconic Hayao Miyazaki and managing director at Studio Ghibli.

Amid a viral trend of AI-generated images mimicking Ghibli’s hand-drawn style, Goro reflected on both the potential and risks of generative technology. While automation could ease Japan’s animator shortage, he believes the emotional depth that defines Ghibli’s work cannot be replicated by machines.

Speaking from Ghibli’s atelier in Tokyo, Goro acknowledged that AI could soon produce full-length features, yet questioned whether audiences would accept creations lacking human touch.

He also noted that the new wave of tools may unlock creative opportunities for previously overlooked talent.

Nonetheless, he stressed the irreplaceable vision of artists like his father, whose Oscar-winning final film The Boy and the Heron continues to embody themes of loss and mortality, drawn from postwar experience.

OpenAI, whose ChatGPT image generator has fuelled the online Ghibli-style craze, claims to block imitations of living artists while allowing broader studio aesthetics.

As AI redefines content creation, Goro warned against losing the uniquely human elements, both light and dark, that have given Studio Ghibli’s films their enduring depth and resonance.

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AI technology sparks debate in Hollywood

Hollywood is grappling with AI’s increasing role in filmmaking, with executives, actors, and developers exploring the technology’s potential. At a recent event, industry leaders discussed AI-generated video, heralded as the biggest breakthrough since the advent of sound in cinema.

Despite its growing presence, AI’s impact remains controversial, especially after recent strikes from actors and writers seeking protection from AI exploitation.

AI technology is making its way into movies and TV shows, with Oscar-nominated films like Emilia Perez and The Brutalist using AI for voice alterations and actor de-aging. AI’s capacity to generate scripts, animation, and even actors has led to fears of job displacement, particularly for background actors.

However, proponents like Bryn Mooser of Moonvalley argue that AI can empower filmmakers, especially independent creators, to produce high-quality content at a fraction of traditional costs.

While Hollywood is still divided on AI’s potential, several tech companies, including OpenAI and Google, are lobbying for AI models to access copyrighted art to fuel their development, claiming it’s vital for national security.

The push has met resistance from filmmakers who fear it could undermine the creative industry, which provides millions of jobs. Despite the opposition, AI’s role in filmmaking is rapidly expanding, and its future remains uncertain.

Some in the industry believe AI, if used correctly, can enhance creativity by allowing filmmakers to create worlds and narratives beyond their imagination. However, there is a push to ensure that artists remain central to this transformation, and that AI’s role in cinema respects creators’ rights and protections.

As AI technology evolves, Hollywood faces a critical choice: embrace it responsibly instead of the risk of being overtaken by powerful tech companies.

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Runway expands AI video capabilities with Gen-4

Runway has unveiled Gen-4, its most advanced AI-powered video generator yet, promising superior character consistency, realistic motion, and world understanding.

The model is now available to individual and enterprise users, allowing them to generate dynamic videos using visual references and text-based instructions.

Backed by investors such as Google and Nvidia, Runway faces fierce competition from OpenAI and Google in the AI video space. The company has differentiated itself by securing Hollywood partnerships and investing heavily in AI-generated filmmaking.

However, it remains tight-lipped about its training data, raising concerns over copyright issues.

Runway is currently embroiled in a lawsuit from artists accusing the company of training its models on copyrighted works instead of getting permission. The company claims fair use as a defence.

Meanwhile, it is reportedly seeking new funding at a $4 billion valuation, with hopes of reaching $300 million in annual revenue. As AI video tools advance, concerns grow over their impact on jobs in the entertainment industry, with thousands of positions at risk.

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Facebook introduces Friends tab for a personalised feed

Facebook is making it easier for users to focus on posts from friends and family with a new Friends tab, with Meta announcing the feature as part of an effort to bring back the ‘OG’ Facebook experience. The latest addition allows users to view a feed filled exclusively with content from their friends.

The Friends tab, located in the tab bar at the bottom of the app, displays posts, stories, and videos from friends, along with birthday reminders, friend requests, and suggested connections. Users in the United States and Canada can customise their tab bar if the feature does not appear automatically.

The move by Meta mirrors similar updates on other social media platforms, such as Threads and X, which introduced dedicated tabs for following-only content.

The change aims to restore Facebook’s original purpose—connecting users with friends and family—by reducing the prominence of algorithm-driven posts from non-followed accounts.

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H&M to use AI-generated model ‘twins’ in marketing campaigns

Fashion retailer H&M is set to introduce AI-generated ‘twins’ of 30 real-life models, which will be used in social media and marketing campaigns. The company says this move, made in collaboration with Swedish tech firm Uncut, explores new creative possibilities while preserving a ‘human-centric’ approach.

H&M has emphasised that models will maintain control over how their digital replicas are used, including receiving payment similar to traditional modelling contracts. However, the announcement has sparked backlash across the fashion industry.

Critics, including influencer Morgan Riddle, fear that AI models could take away job opportunities from photographers, stylists, and other production crew. Trade unions like Equity have voiced concern over the lack of legal protections for models, warning that some are being pushed into unfair contracts that compromise their rights and ownership over their image.

The company says AI-generated images will be clearly marked and used responsibly, complying with platform rules on disclosing synthetic content. H&M is not alone in testing the waters—other fashion brands such as Levi’s and Hugo Boss have also experimented with AI-generated visuals, prompting debates about the future of creative jobs in the industry.

Why does it matter?

While H&M highlights potential upsides like less travel and increased flexibility for models, union leaders insist stronger protections and industry-wide agreements are urgently needed to prevent exploitation in the evolving digital fashion landscape.

AI chatbot shows promise in mental health assistance

Dartmouth College researchers have trialled an AI chatbot, Therabot, designed to assist with mental health care. In a groundbreaking clinical trial, the app was tested on individuals with major depressive disorder (MDD), generalised anxiety disorder (GAD), and those at risk for eating disorders.

The results showed encouraging improvements, with users reporting up to a 51% reduction in depression and a 31% decrease in anxiety. These outcomes were comparable to traditional outpatient therapy.

The trial also revealed that Therabot was effective in helping individuals with eating disorder risks, leading to a 19% reduction in harmful thoughts about body image and weight issues.

Researchers noted that after eight weeks of engagement with the app, participants showed significant symptom reduction, marking progress comparable to standard cognitive therapy.

While Therabot’s success offers hope, experts highlight the importance of balancing AI with human oversight, especially in sensitive mental health applications.

The study’s authors emphasised that while AI can help improve access to therapy, particularly for those unable to access in-person care, generative AI tools must be used cautiously, as errors could have serious consequences for individuals at risk of self-harm.

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