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Nvidia Will Spend $26 Billion to Build Open-Weight AI Models, Filings Show
Nvidia will spend $26 billion over the next five years to build open source artificial intelligence models, according to a 2025 financial filing. Executives confirmed the news, which has not been previously reported, in interviews with WIRED.The sizable investment could see Nvidia evolve from a chipmaker with an impressive software stack into a bona fide frontier lab capable of competing…
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After a tax credit shakeup, clean energy marketing strategies are pivoting
When it comes to successful marketing, nothing closes a sale like a good discount. And over the last few years, the clean energy industry boomed thanks to discounts—or rather, tax credits—that the government offered to…
In a tougher market, the auto industry may need to change EV marketing messages
Actors Timothée Chalamet and Larsen Thompson are stranded on the side of a highway with a broken-down motorcycle in EV startup Lucid’s 2025 “Driven” ad campaign.They sneak into a nearby warehouse and abscond with Lucid’s…
The War on Iran Puts Global Chip Supplies and AI Expansion at Risk
South Korean officials have warned that the US-Israel war with Iran could hit the global semiconductor supply chain if it disrupts the flow of critical industrial materials from the Middle East.South Korea’s semiconductor sector, led…
How Togethxr helped change women’s sports in its first five years
Everyone knows the “Everyone Watches Women’s Sports” T-shirt.The original was introduced by media and e-commerce company Togethxr in December 2023, just in time for a revolutionary women’s March Madness. In 2024, “Everyone Watches Women’s Sports”…
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People’s views on cleaning are changing. So is Clorox’s marketing
Cleaning is a chore. Or is it?The ways people think about cleaning are evolving, according to a recent report from…
OpenAI Had Banned Military Use. The Pentagon Tested Its Models Through Microsoft Anyway
OpenAI CEO Sam Altman is still in the hot seat this week after his company signed a deal with the…
Pulling back the curtain: Expert tips on sharing brand backstories
In 2023, fast-fashion company Shein invited a group of creators to tour its manufacturing facilities in Guangzhou, China, in response…
What AI Models for War Actually Look Like
Anthropic might have misgivings about giving the US military unfettered access to its AI models, but some startups are building…
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ESPN never had one official brand identity—until now
Everyone knows the ESPN logo: Bright red color, slightly angled uppercase letters, and a horizontal line cutting through the middle.But the legacy sports media company has never actually had official brand identity guidelines down on paper—until now.After several months of work, the ESPN Creative Studio team officially introduced its identity…
Wall Street Has AI Psychosis
Before last week the name Alap Shah didn’t ring a bell for many people. The 45-year-old financial analyst and tech entrepreneur had spent the past two decades working in relative obscurity. Then last weekend he coauthored a blog with the research firm Citrini titled “The 2028 Global Intelligence Crisis.” It…
How marketers are using AI beyond buzzwords
It’s no secret that brands have grown their investment in AI and are now experimenting with agentic use cases. At Marketing Brew’s The Art & Science of AI in Marketing event in New York last month, marketers from brands including JPMorgan Chase, Getty Images, and Booking Holdings dove into the…
Why a pet food company went all-in on the Olympics and Paralympics
Athletes are known for being meticulous about their health, whether that’s counting calories, tracking macros, or skipping spirits. Some are just as diligent about their pets’ diets—at least according to pet food company Nulo’s latest Olympics campaign.The brand, which was founded by dog dad and former competitive swimmer and biomedical…
A Former Top Trump Official Is Going After Prediction Markets
Mick Mulvaney wants to be clear: He really likes gambling. “You're talking to the only former member of Congress who's won a poker tournament in Las Vegas,” he tells WIRED. When he was representing South Carolina in the US House of Representatives, he pushed for the state to allow sports…
How the NHL plans keep Olympic fans hooked through the Stanley Cup
It’s been one heck of a year for hockey fandom. Whether it’s longtime NHL fans, anyone glued to games during Team USA’s dual gold medal run during the Olympics, or Heated Rivalry die-hards, the sport seems to have suddenly become part of everyone’s daily conversations.The NHL wants to seize the…
Iranian Ayatollah Khamenei’s Death Sparks Revolt Among Kalshi Customers
In the lead-up to the United States and Israel’s attack on Iran, prediction markets saw a frenzy of activity tied to the conflict. Speculators rushed to guess when the first missile strikes would begin and who might be impacted, placing trades worth hundreds of millions of dollars in total. There…
NPR’s new brand campaign wants you to ask questions
Everyone has questions. Few get to spend their days seeking answers.That’s where National Public Radio comes in: The nonprofit news organization has answers people want.At least, that’s the conceit for NPR’s new brand campaign, “For your right to be curious,” by Mischief @ No Fixed Address. In the campaign, NPR’s…
The Data Centers Have Arrived at the Edge of the Arctic Circle
On the bank of the river that runs through the Swedish town of Borlänge, construction is underway on a sprawling new data center. The site previously housed a paper mill. When the developer, EcoDataCenter, broke ground in September, its CEO Peter Michelson declared, “The facility once produced paper, the raw…
Is ‘Bridgerton’ set to become the next ‘Stranger Things’?
This social season’s most swoon-worthy pairing? My dear reader, it simply must be Bridgerton and its roster of brand collaborations.Late last month, the hit Netflix and Shondaland-produced show dropped the second half of Season 4’s episodes, finishing the tale of Benedict Bridgerton’s journey to finding love with housemaid-turned-Cinderella Sophie Baek.…
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Can humans and robots coexist in harmony? TD Bank thinks so
Sometimes 2026 feels like a dystopian nightmare. When tech leaders make remarks comparing the energy…
Trump Imposes New Tariffs to Sidestep Supreme Court Ruling
President Trump is adding a new 10 percent tariff on nearly all imports to the…
Marketing around the cost-of-living crisis? Maybe think again
There’s no question that the cost of living is on the rise, and many consumers…
Why Sierra the Supercomputer Had to Die
Supercomputers can be measured in several ways, but the vital statistic is their ability to…
How Good Good Golf is carving out its place in golf history
For much of its recent history, golf has had a reputation for being somewhat of…