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<ul class="summary-list"><li>Raja Rajamannar, chief marketing and communications officer of Mastercard, is one of BI's <a target="_blank" class="" href="https://www.businessinsider.com/most-innovative-chief-marketing-officers-2024-6">"Most Innovative CMOs"</a> of 2024.</li><li>Tapping into people's passions can inspire emotional connections with consumers.</li></ul>Marketers have long understood that emotion, not logic, drives most consumer behavior. A staggering 92% of purchasing decisions are driven by emotion, according to a Harvard Business School study. The idea dates all the way back to the 1950s, when television came to the fore and gave brands a groundbreaking medium for compelling, emotionally driven storytelling.Considering the profound advances in media, technology and connectivity since then, marketers are still strategizing about how to stir people's emotions. With attention more fragmented than ever, making a truly emotional connection has become a tall task. In this incredibly chaotic landscape, marketing leaders looking for a future-ready strategy are focusing on people's passions as a way to capture attention and affection — and achieve long-term growth.<h2 id="9ec2275f-ced8-47a4-97f9-c923b1aa3313">Focus on what unites us</h2>Defining your audience by its passions — and tapping into the positive emotions people associate with those passions — can be an effective way to connect in today's overwhelming environment. Instead of segmenting consumers by geography or age, targeting people by their passions like music, sports, food, or travel allows marketers to transcend traditional demographics.Recently completed proprietary research from Mastercard reveals just how powerful passions can be as a way to forge stronger connections with consumers. Three-quarters of people surveyed across eight markets say engaging in their passions is a part of their identity. Not only that, but passion-focused activities offer a form of stress relief and make them feel more like themselves, per the study. Music, often referred to as the universal language, is a prime passion category that unites and inspires. Take the recent<a target="_blank" href="https://www.contagious.com/news-and-views/cannes-lions-2024-entertainment-winners"> Johnnie Walker campaign</a> that aimed to give long-overdue recognition to the 88-year-old "forgotten mother of Bossa Nova" Alaíde Costa for her role in pioneering the smooth and rhythmic Brazilian music genre. It culminated in a Carnegie Hall concert, which she was denied decades ago. Powerful. The campaign went on to win a Cannes Lions Grand Prix in June in the music category.Mastercard embraces this passion-based approach to engage a wider audience in more meaningful ways. By focusing on what truly excites people, we're able to curate unique experiences for a broader range of cardholders, fostering deeper and more lasting connections. Our <a target="_blank" href="http://priceless.com">priceless.com</a> site offers a variety of special experiences, categorized by passion and available only with Mastercard.<h2 id="f850eeb1-dd6f-44f5-b754-0dc3fa74ed87">The proof is in the passion</h2>The days of brands brashly pushing ads on people are over. Consumers expect brands to add value to their lives, and marketers must be able to deliver on that expectation in new and dynamic ways. The research suggests a significant opportunity for brands: people want brands to act as an "incentivizer" in the passion space, rewarding them and helping them feel justified pursuing their passions.In fact, our survey data identifies eight key roles that brands can play to either accelerate consumers' passions or alleviate their frustrations — one of which is fostering shared connections around their passions. A prime example of this is how Nike taps into peoples' passion for wellness, which is ranked the second highest among those we surveyed, while strengthening community bonds. Nike has cultivated a global community through its <a target="_blank" href="https://affiliate.insider.com?h=dbba50699d99b1a6fd0474ee43e851742a7cae2f110133f30d422b3b1cdb97b9&amp;postID=670060ce0c43543ec7aada6f&amp;postSlug=consumers-passions-emotional-connection-stronger-marketing-strategy-growth-behavior-audience-2024-10&amp;site=bi&amp;u=https%3A%2F%2Fwww.nike.com%2Fnrc-app">Nike Run Club </a>app, which brings runners together virtually and physically. The app provides coaching, tracking, and social features, connecting people over their shared passions for running. They also host live running events and challenges to further foster this sense of community.<h2 id="ae05c97c-10b6-4f61-8e5a-6528f6327668">The complexity of emotion</h2>Traditional market research involves surveying people to understand their purchasing motivations. While this is effective in some cases, uncovering the emotions consumers associate with a brand or product is often too complex a task for this type of research. For instance, someone who prefers blue candy to green may attribute the preference to taste but, in reality, may be influenced by a positive association with the color itself. When consumers respond to surveys, they often overly rationalize or deliberate their reasoning, not capturing the complete emotional story.We must continue to find new ways to understand impact. One powerful solution is neuromarketing, which taps into neuroscience to understand the subconscious drivers of emotion. Neuromarketing can derive an abundance of data-driven insights from study participants, allowing us to discern consumers' emotional associations with logos, messages, storylines, colors, and more. By revealing how brands truly resonate with people, neuromarketing offers new opportunities to enhance the effectiveness of their campaigns.Inspiring an emotional response is an incredibly challenging task for marketers at a time when consumers feel bombarded by messages. By tapping into the interests people already identify with and feel connected to, brand leaders can step forward as purveyors of passion — creating emotional impact that consumers will never forget.

The power of passions: Tapping into consumers' emotional bonds

“Who are you?” I asked. “What exactly are you trying to say,” she responded by narrowing her eyebrows and giving an irritated expression. Realising my grave mistake, I quickly rephrased my question, “Sorry, I meant who are you, princess?” “Yes, I am <keyword id="23472418" type="General" weightage="20" keywordseo="Princess-Yun-Ni" source="keywords">Princess Yun Ni</keyword> of the Jungle tribe,” she replied with a pleasant expression. No, I did not find a time machine to teleport to the times of kings and queens. I was talking to an in-game Non-Player Character (NPC) using a button at <keyword id="19912297" type="General" weightage="100" keywordseo="Nvidia" source="keywords" meta.keywordsubtype="org" meta.entityname="Nvidia" meta.hostid="261" meta.entityid="Nvidia">Nvidia</keyword>’s recent AI PC showcase in Bengaluru. And if Nvidia manages to partner with more developers, these AI-powered NPCs might just be the future of <keyword id="19907576" type="General" weightage="20" keywordseo="gaming" source="keywords">gaming</keyword>! <h2>Talking to an <keyword id="23472417" type="General" weightage="20" keywordseo="AI-powered-NPC" source="keywords">AI-powered NPC</keyword> </h2> Coming back to my conversation with Princess Yun Ni of the tribe, I was quite intrigued when I first came across the AI-powered NPC. Nvidia partnered with <keyword id="23472419" type="General" weightage="20" keywordseo="Perfect-World-Games" source="keywords" meta.keywordsubtype="org" meta.entityname="Perfect World Games" meta.hostid="261" meta.entityid="Perfect World Games">Perfect World Games</keyword> for this demo and it caught almost every participant’s attention at <a href="https://www.businessinsider.in/tech/news/nvidia-hosts-geforce-rtx-ai-pcs-showcase-in-bengaluru-top-ai-tools-to-look-forward-to/articleshow/113741061.cms">NVIDIA’s GeForce RTX AI PC event</a> in Bengaluru last month. Clad in royal attire, the princess looked at me straight while answering my questions. I was also told that the AI-powered character has some context and is aware that I am from “another world”. Intriguing, huh!?! After (a rather awkward) introduction, I asked what Yun Ni was doing and she responded, “I am resting after a ritual, seeking information to help my tribe.” The unique thing about Yun Ni, that made her different from anything I had ever seen before, was how her facial expressions kept changing as the conversation flowed. The NPC character also exuded confidence and a tinge of attitude, befitting a princess. To further test her reactions, I decided to steer the conversation a bit off-topic. “I have that information,” I said, referring to what could help her tribe. And the moment I said that, her expression changed and she seemed more curious. <div type="image" title="de8f4c66-925b-44c7-b042-8ba7a07f68ef." height="900" width="1200" msid="114041047" hostid="261"></div> “What do you know,” she asked while flinging her arms in the air like we, as humans do at times. “I am not gonna tell you,” I responded. To my surprise, she replied, “Suit yourself. I am not here to beg.” This was the time when I felt I was in the middle of a Black Mirror episode, talking to an AI character who was actually responding to my questions with a personality of their own. But hold on, it doesn’t stop here. <h2>Spooky, yet intriguing—glimpse into the future of gaming</h2> From Black Mirror to Her, we’ve all seen countless fictitious tales that explore the fascinating, yet unsettling, dynamics of human-AI relationships. In these narratives, conversations with AI often begin as innocent and intriguing interactions, offering a glimpse into the potential of seamless, personalised communication. However, it doesn't take long before these dialogues take a darker turn. But that need not be the case! Interacting with an AI-powered NPC can also enhance the gaming experience and stimulate and challenge us even further. Here's how my conversation with the princess continued: “But if you do (beg) it might help your people,” I prodded. She responded with the same air of attitude and said, “I have my ways, begging isn’t one of them.” I then told the princess that I would help her on one condition—if she told me a secret. I had expected she would come up with some repetitive response or something that would sound robotic but that was not the case. The princess then displayed one of the most human traits ever—trust issues. “I don’t trade secrets with strangers,” she said. When I reiterated that doing so might help her people, she replied, “I don’t trust easily, you need to prove your worth.” I then said that I knew someone who had the information and lived in her world. “Interesting, who is this one,” she asked and I said, “That’s a secret I am not going to share.” “Then we have nothing more to discuss,” the princess replied. Trying to see if she is aware of the anger emotion, I asked, “Are you angry?” To this, the princess said, “No, just tired of pointless games.” (Burn). The demo isn’t out for the public yet but gives a glimpse of what the future of gaming could hold. <div type="image" title="ac486817-8da0-43de-b509-c8d1080cd004." height="900" width="1200" msid="114041083" hostid="261"></div> Nvidia had also talked about this demo in a blog post last month. The post read, “Global game publisher and developer Perfect World Games is advancing its NVIDIA ACE and digital human technology demo, Legends, with new AI-powered vision capabilities. Within the demo, the character Yun Ni can see gamers and identify people and objects in the real world using the computer’s camera powered by ChatGPT-4o, adding an <keyword id="19900656" type="General" weightage="20" keywordseo="augmented-reality" source="keywords">augmented reality</keyword> layer to the gameplay experience.” <h2>Scope for AI-powered NPCs in gaming</h2> NPCs (non-player characters) have been a part of the gaming world for as long as we can remember. Be it the retro games like Mario or the more recent ones like GTA V, NPCs have been a part of almost every title. However, these characters are often programmed to give certain fixed responses and behave in a fixed way. For instance, in all of the GTA games, you will often hear pedestrians say a certain set of dialogues when you walk past them. Thus, actions and words of NPCs are often quite predictable. However, with what I saw during Nvidia’s demo, things might change in the near future. <div type="Article" hostid="261" msid="113902265" title="Nvidia’s ChatRTX could be your alternative to ChatGPT for reading long documents, and it doesn’t need an internet connection" mstype="2" mssubtype="0"></div> For instance, imagine a GTA game with such AI-powered NPCs. Rumours about GTA VI are already doing rounds and some had even said that NPCs this time would be more intelligent and have lives of their own. But if those NPCs could get these <keyword id="19896272" type="General" weightage="20" keywordseo="generative-AI" source="keywords">generative AI</keyword> powers and could give responses like these, the whole experience would change. Many of us would spend hours just talking to the various NPCs in the world. Similarly, think of how a friendly NPC could serve as an in-game guide for new players. If you get stuck somewhere, all you need to do is call up your NPC buddy and ask for what can be done next. The possibilities are endless. And once more developers are on board, we could be looking at some amazing things.

I talked to an AI-powered NPC thanks to Nvidia! True to her character, she surprised me with her princess attitude

The global semiconductor industry is heading into a strong recovery phase, with revenue anticipated to reach $630 billion in 2024, a 19% rise over the previous year, as noted by the latest <keyword id="21638387" type="General" weightage="20" keywordseo="Gartner-report" source="keywords">Gartner report</keyword>. This growth trend follows a challenging 2023 and appears to be set for continued momentum, with projections estimating an additional increase to $717 billion by 2025. The boost comes as <keyword id="20176122" type="General" weightage="20" keywordseo="AI-technologies" source="keywords">AI technologies</keyword>, data-processing advancements, and a return in electronics manufacturing drive market demand. AI-related chips, in particular, have become essential as applications expand across sectors—from high-performance computing to everyday consumer electronics. As a result, memory components such as <keyword id="23726596" type="General" weightage="20" keywordseo="NAND-flash" source="keywords">NAND flash</keyword> and DRAM are experiencing increased demand, addressing more specialised computing needs and supporting AI-intensive workloads. Gartner highlights that NAND flash, essential in AI systems, is set to see significant gains, with a 12% revenue increase by 2025, driven partly by persistent undersupply and soaring demand in AI applications. The demand surge is similarly benefiting GPUs, which are vital to AI development, particularly in model training and deployment. After experiencing a dip in 2023, the <keyword id="23292216" type="General" weightage="20" keywordseo="GPU-market" source="keywords">GPU market</keyword> is expected to rebound strongly, potentially growing by 27% in 2025 and reaching $51 billion. The specialised memory segment, especially high-bandwidth memory (HBM), has also seen increased investment to support the high-capacity needs of modern AI hardware, with manufacturers scaling production and enhancing memory packaging. DRAM is also seeing a resurgence, driven by the production of high-bandwidth memory and rising adoption of DDR5 technology, which offers faster and more efficient data processing. Analysts note that these advances are contributing to a recovery for DRAM, with revenues projected to rise from $90.1 billion in 2024 to $115.6 billion by 2025, as supply issues ease and technology progresses. This robust growth in semiconductors reflects the sector’s adaptation to AI and data-processing needs, as memory technologies evolve to match these rising demands. While the market for automotive and industrial applications has seen slower growth, the trajectory in consumer electronics and AI-powered solutions keeps the semiconductor industry on track for a dynamic, technology-driven period of expansion. With AI, memory technologies, and GPU enhancements leading the way, the semiconductor market appears well-positioned for sustained growth. (With ANI inputs)

Global semiconductor sector expected to grow due to AI demand, new report says

<ul class="summary-list"><li>Oil prices ended down 7% last week and are lower this year-to-date, despite Middle East tensions.</li><li>China's economic downturn, the US shale boom, and clean energy are contributing to current oil price trends.</li></ul>The oil markets aren't what they used to be, and two of the world's biggest producers of the commodity are feeling the pressure.Oil prices have been depressed this year because <a target="_blank" class="" href="https://www.businessinsider.com/oil-price-today-middle-east-israel-hezbollah-conflict-china-economy-2024-10">China</a> — the world's largest oil importer — is in a prolonged economic downturn. The US' massive boom in oil production over the last 15 years has also kept prices low.Now, Saudi Arabia and Russia are both trying to diversify their economies away from energy, which makes up about 40% and 20% of their GDP, respectively.With the shift, Saudi Arabia and Russia are trying to create new economic engines that can sustain the country for decades, Abishur Prakash, the founder of The Geopolitical Business, a strategy advisory firm in Toronto, told Business Insider.The existential reorientation comes amid what Prakash terms a "geopolitical misalignment," even in the face of a potential supply disruption."The reality is that Middle Eastern oil supplies are in the bull's-eye of geopolitics. A potential back-and-forth between Israel and Iran, which is increasingly likely, will draw in the region's energy ecosystem," he said.But this year, markets have largely shrugged off supply concerns stemming from the Middle East conflict — a break from history, when regional problems sent prices higher.<h2 id="45bcbf13-524d-48a5-aa00-144efa7dd75c">Moving away from oil</h2><a target="_blank" href="https://www.eia.gov/tools/faqs/faq.php?id=709&amp;t=6.">Saudi Arabia and Russia</a> tied for the world's second-largest oil producer after the US. Last year, they each accounted for 11% of the world's oil supply.While Saudi Arabia and Russia are still the world's top oil exporters, the <a target="_blank" class="" href="https://www.eia.gov/todayinenergy/detail.php?id=61584">US — which posted record oil shipments in 2023 — is fast becoming a competitor</a> for market share.In 2016, Saudi Arabia launched a grand <a target="_blank" href="https://www.businessinsider.com/vision-2030-saudi-arabia-plan-future-proof-oil-economy-2023-8">Vision 2030</a> plan to transform its oil-dependent economy into a more diversified one that includes tourism and sports as key growth pillars.Recently, the kingdom has been indicating that it's frustrated with low oil prices. It's giving up its $100 per barrel price target and is ready to increase oil output, the <a target="_blank" rel=" nofollow" class="" href="https://www.ft.com/content/1d186f62-5941-4f9e-aef1-7d93a8a696cd">Financial Times</a> reported in late September.This means that Saudi Arabia is looking to corner a larger market share instead of targeting higher profit margins by restricting output.Russia has also expressed a desire to stop over-relying on oil exports."We are moving towards reducing the share of volatile income and reducing Russia's dependence on oil and gas in favor of boosting our domestic economy," Anton Siluanov, Russia's finance minister, told <a target="_blank" href="https://russian.rt.com/business/article/1379636-minfin-anton-siluanov-intervyu">RT Television's Arabic</a> service earlier this month.He said that Russia would instead aim to boost its domestic economy but did not specify how.Russia is already moving its trade eastward to address Western sanctions. <a target="_blank" class="" href="https://www.energyintel.com/00000192-ae46-dc01-adba-efff87000000">Saudi Arabia,</a> too, is looking to sell more oil to developing countries, whose electric vehicle adoption lags behind China and the West.Asia's emerging economies are expected to drive <a target="_blank" class="" href="https://markets.businessinsider.com/news/commodities/global-oil-demand-prices-supply-opec-us-crude-producers-iea-2024-6">global oil demand</a> over the rest of the decade, as the world's consumption rises from 101.7 million barrels a day in 2023 to 105.6 million barrels per day by 2030, according to a June report from the <a target="_blank" class="" href="https://www.iea.org/news/slowing-demand-growth-and-surging-supply-put-global-oil-markets-on-course-for-major-surplus-this-decade">International Energy Agency</a>.<h2 id="6ae61431-8898-4c52-9abf-24b4a2055996">Prices, renewable energy, and the US all play a role</h2>Despite geopolitical tensions in the Middle East over fears of a widening war, oil prices haven't been on the climb.To be sure, <a target="_blank" class="" href="https://markets.businessinsider.com/news/commodities/oil-price-prediction-brent-crude-israel-iran-opec-demand-citi-2024-10">oil prices could still</a> soar if the issues in the Middle East worsen.And there were several price spikes — such as in early October over concerns that Iranian oil facilities could be hit and in August over tensions in the Middle East — but they were shortlived. Oil prices dropped about 7% last week after the concerns subsided.International benchmark <a target="_blank" href="https://markets.businessinsider.com/commodities/oil-price">Brent</a> crude futures are down about 4% this year to date to around $74 a barrel, and US <a target="_blank" class="" href="https://markets.businessinsider.com/commodities/oil-price?type=wti">West Texas Intermediate</a> futures are down 1.3% so far this year to around $70 a barrel.A key contributor to the price trend comes from the US, which has witnessed a significant rise in oil production over the last 15 years following the shale oil boom.Matthew Huber, a Syracuse University professor who specializes in energy, climate politics, and resource geography, said the US has nudged Saudi Arabia out of its role as a swing producer."I think the US has now overtaken this role and because we're not in the Middle East, geopolitical conflict there is less impactful," Huber added.Then there's renewable energy."The explosion of electric vehicle adoption in China (and presumably or eventually in the US and Europe) means the writing is on the wall and we're going to reach 'peak demand' for oil sometime soon," said Huber. "It was always a good idea to diversify one's economy away from just oil but now more than ever."<h2 id="f0b0eb00-b6b7-4f2f-9acd-d2d555ca6010">The role of OPEC</h2>The changing dynamics of oil also sharpens the long-standing question of OPEC's influence and relevance. The oil producer group led by Saudi Arabia accounts for about 30% of global crude production."It goes in cycles. They were obviously relevant in the 1970s when they were able to increase prices almost single-handedly," said Huber."But the problem is when oil prices spike, it sends oil companies searching for temporarily profitable oil," he added, referring to the US shale boom as the most recent example.OPEC also faces rifts within its members, who have competing priorities."The big question now is whether OPEC members are all aligned in terms of oil targets," said The Geopolitical Business's Prakash, who added that not all OPEC members may be on board with Saudi Arabia's plan to boost production.A potential Trump presidency in the US could drive <a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/stock-market-election-impact-trump-win-election-financials-energy-rbc-2024-10">domestic oil and gas production.</a>"If OPEC can't bring everybody together, and members go their separate ways, it will lead to a further polarization of the Middle East," said Prakash."Instead of energy bringing the region together, like it did in the past, energy coupled with geopolitics could fragment the Middle East," he said.

2 of the world's biggest oil producers are looking for new ways to power their economies

<keyword id="20242921" type="General" weightage="100" keywordseo="Adobe" source="keywords" meta.keywordsubtype="org" meta.entityname="Adobe" meta.hostid="261" meta.entityid="Adobe">Adobe</keyword> has launched two new initiatives aimed at empowering both learners and marketing professionals through advanced AI technologies. The announcements were made at Adobe MAX 2024, which is underway at Miami Beach, Florida. The company unveiled a new global initiative designed to provide <keyword id="21872144" type="General" weightage="20" keywordseo="AI-literacy" source="keywords">AI literacy</keyword>, content creation and <keyword id="20399182" type="General" weightage="20" keywordseo="digital-marketing" source="keywords">digital marketing</keyword> skills to 30 million next generation learners so that they can carve a niche for themselves in the modern workforce. <h2>Collaborating with <keyword id="20153384" type="General" weightage="20" keywordseo="Coursera" source="keywords" meta.keywordsubtype="org" meta.entityname="Coursera" meta.hostid="261" meta.entityid="Coursera">Coursera</keyword> </h2> Adobe is collaborating with Coursera, educational institutions, NGOs, and other education platforms to make its training and certification accessible to a diverse range of emerging professionals. Adobe’s initiative also features a focus on responsible AI use, ensuring learners are equipped to handle emerging technologies in an ethical manner. The curriculum will cover various areas such as generative AI, social media content, and multi-channel advertising. Courses have already been rolled out globally on Coursera. To enhance inclusivity, Adobe is providing $250,000 in scholarships and expanding partnerships with nonprofits like DECA and NPower to integrate skilling opportunities into youth education programs. The company has pledged over $100 million this year through scholarships, product access, and partnerships to help learners from all backgrounds thrive in today’s workforce. Adobe’s Stacy Martinet, VP of Marketing Strategy and Communications, said that the goal is to ensure AI becomes a bridge, not a barrier, in helping professionals succeed. “Adobe’s mission has always been to design products that create opportunities and empower people from all backgrounds to change the world,” she said and added, “We want AI to bridge the digital divide not widen it, and this program will open doors for emerging professionals to succeed in the future workforce with AI literacy, content creation and marketing skills.” <h2><keyword id="23563843" type="General" weightage="20" keywordseo="GenStudio" source="keywords">GenStudio</keyword> for Performance Marketing </h2> Simultaneously, Adobe also launched GenStudio for Performance Marketing, an AI-driven application that aims to accelerate the creation and management of marketing campaigns. By integrating generative AI tools such as Adobe Firefly and third-party large language models, GenStudio empowers marketers and creative teams to generate high volumes of personalised content for digital campaigns. The new tool addresses a critical challenge faced by businesses today: the demand for dynamic, on-brand content that can be tailored to individual consumer preferences across multiple platforms. GenStudio streamlines the content supply chain, from creation to activation, enabling marketing teams to respond quickly to shifting consumer trends. Adobe has forged key partnerships with platforms like Google Campaign Manager 360, Meta, TikTok, Microsoft Advertising, and Snap, allowing brands to activate and adjust campaigns based on real-time insights. This integration, Adobe says, provides marketers with a comprehensive view of campaign performance, helping them tailor content to resonate more effectively with their target audiences. Prativa Mohapatra, Adobe India’s VP and Managing Director, highlighted how the new AI-powered workflows bring marketing and creative teams closer together. Brands like Air India and HDFC Bank have already begun exploring the possibilities of GenStudio, with plans for broader adoption across various industries. “With collaborations across industry leaders like Air India, HDFC Bank, Hero MotoCorp, Adobe is empowering marketing and digital teams to seamlessly manage multi-channel campaigns, with real-time insights to optimize performance. We’re excited to see how more Indian businesses will harness GenStudio to revolutionize their marketing strategies and deliver exceptional customer experiences,” she said.

Adobe collaborates with Coursera and others to help people develop AI skills, announces new AI-powered marketing tool

It’s one thing to read about <keyword id="19907392" type="General" weightage="20" keywordseo="climate-change" source="keywords">climate change</keyword> and <keyword id="19951337" type="General" weightage="20" keywordseo="carbon-emissions" source="keywords">carbon emissions</keyword> in an article, and quite another to see the toxic fumes engulfing your entire country — swirling over it like a certain menacing doom. <keyword id="19935155" type="General" weightage="20" keywordseo="NASA" source="keywords" meta.keywordsubtype="org" meta.entityname="NASA" meta.hostid="261" meta.entityid="NASA">NASA</keyword> recently unveiled a groundbreaking visualisation tool that offers an unprecedented look at how carbon dioxide (CO2) moves around our planet. This high-resolution model provides a stunning, animated map of <keyword id="22576003" type="General" weightage="20" keywordseo="global-CO2-concentrations" source="keywords">global CO2 concentrations</keyword>, revealing the complex patterns of this crucial <keyword id="20719964" type="General" weightage="20" keywordseo="greenhouse-gas" source="keywords">greenhouse gas</keyword>. <div type="Youtube" id="zZ-lMDtiI-k" title="Model Behavior: Visualizing Global Carbon Dioxide" thumbUrl="https://i.ytimg.com/vi/zZ-lMDtiI-k/mqdefault.jpg"><url><![CDATA[https://www.youtube.com/watch?v=zZ-lMDtiI-k]]></url></div>By combining billions of data points from satellites and ground observations, NASA scientists created a dynamic picture of how CO2 is emitted, transported, and absorbed across the globe. This interactive map showcases <keyword id="22576002" type="General" weightage="20" keywordseo="CO2-concentrations" source="keywords">CO2 concentrations</keyword> as they shifted through Earth's atmosphere from January to March 2020, influenced by wind patterns and atmospheric circulation. With its exceptional detail, you can zoom in to pinpoint CO2 emissions rising from power plants, fires, and urban areas, as they spread across continents and oceans. Over India, you can see the greenhouse gas blowing over from neighbouring continents and also originating from the subcontinent. The pulsating oranges indicate CO2 concentrations of 420-460 ppm over India. <h2>The sources of CO2 </h2>One of the most striking features of the map is its ability to zoom in on specific regions, allowing viewers to see CO2 emissions rising from individual cities and industrial complexes. This level of detail provides a clear and compelling picture of human activities' impact on the environment. The map highlights distinct emission patterns across different regions. In China, the United States, and South Asia, power plants, industrial facilities, and vehicles were the primary contributors to CO2 emissions. Conversely, in Africa and South America, fires ignited by land management practices, agricultural burning, and deforestation, along with the combustion of oil and coal, were the main sources. <h2>Pulsating gases</h2>The map also highlights the role of natural systems in the carbon cycle. Forests, oceans, and other ecosystems absorb vast amounts of CO2, acting as vital carbon sinks. However, the visualisation also reveals how human activities are overwhelming these natural systems, leading to a buildup of CO2 in the atmosphere. Further, the map exhibits a pulsating appearance. This is because, firstly, fires typically intensify during daylight hours and subside at night, creating a diurnal pattern. Secondly, the absorption and release of CO2 by plants during photosynthesis and respiration contribute to the fluctuations. This pulsing effect is particularly noticeable in regions with abundant vegetation, such as mid- to high-latitude forests and tropical areas. <div type="Article" hostid="261" msid="112021374" title="Scientists found a groundbreaking new reason to plant more trees" mstype="2" mssubtype="0"></div>“This map is a powerful tool for understanding the scale and complexity of the climate crisis,” said [Quote from NASA scientist]. “It shows us where the biggest problems are and where we need to focus our efforts to reduce emissions.” The data behind the map comes from NASA's <keyword id="22576004" type="General" weightage="20" keywordseo="goddard-earth-observing-system" source="keywords">Goddard Earth Observing System</keyword> (GEOS), a sophisticated model that simulates Earth's atmosphere with incredible detail. By applying this model to CO2, scientists have gained new insights into the gas's behaviour and its impact on the planet. As the world grapples with the challenges of climate change, tools like this are essential for informing policy decisions, tracking progress, and inspiring action. NASA’s CO2 map is a remarkable achievement that offers a glimpse into the urgent need to transition to a low-carbon future. <div type="Article" hostid="261" msid="111566431" title="June warmest on record; every month since July 2023 breached 1.5 deg C threshold" mstype="2" mssubtype="0"></div>

WATCH: A NASA animation shows gigantic plumes of carbon dioxide emissions swirling over India

This article is part of "<a target="_blank" rel="" href="https://www.businessinsider.com/how-5g-wireless-technology-shaping-our-world-2023-7">5G and Connectivity Playbook</a>," a series exploring some of our time's most important tech innovations.Before the eruption of Vesuvius in AD 79, a building near one of Pompeii's south gates was a bustling hub. Artisans crafted baskets and maps, and the structure's communal space was home to gatherings and restaurants. The people who worked in the building — some of whom were enslaved — likely lived there."We've got a lot of businesses operating in the same space," Allison Emmerson, an archeologist and associate professor at Tulane University, told Business Insider. "While we're digging this up, we're thinking about the lives of the lower classes of Pompeii — not just at the time of the eruption but throughout the city's history."Emmerson leads the multidisciplinary, international team excavating this building. She's the director of the <a target="_blank" href="https://sites.google.com/view/tulaneatpompeii">Pompeii I.14 Project</a>, a collaboration between the Archaeological Park of Pompeii, Tulane University, Oxford University, and Indiana State University that started in 2021. The project's focus is a city block, Insula 14, on the southeastern side of Pompeii. Its researchers are interested in the margins of the Roman city: both its literal physical edge and the marginalized residents who lived there.The Pompeii I.14 Project is one of a growing number of archeological endeavors using interconnected technology to better understand and preserve the past. While <a target="_blank" class="" href="https://www.businessinsider.com/giza-great-pyramid-tomb-ground-penetrating-radar-great-western-cemetery-2024-5">technology</a> has always been an essential part of the field, how archeologists collect, record, and analyze findings has advanced as tech has progressed.One way researchers are applying these innovative tools is by creating a digital twin: a detailed virtual counterpart of a real-life entity. People in various trades, including <a target="_blank" href="https://www.bloomberg.com/news/features/2022-04-05/digital-twins-mark-cities-first-foray-into-the-metaverse">city planning</a> and <a target="_blank" href="https://www.iotworldtoday.com/transportation-logistics/bmw-dassault-team-to-add-digital-twins-for-car-design">car design</a>, are increasingly using digital twins. While the process of creating digital twins can differ, these computerized 3D replicas can give researchers a more dynamic look at what they're studying, enable greater <a target="_blank" class="" href="https://www.businessinsider.com/antikythera-mechanism-mystery-gravitational-waves-calendar-2024-7">collaboration</a>, and facilitate a remarkable level of preservation.<h2>Building a digital twin</h2>The <a target="_blank" href="https://sites.google.com/view/tulaneatpompeii/interactive-multimedia?authuser=0">Pompeii digital twin</a>, which combines geospatial technology with a rich repository of data collected at the site, lets researchers examine the area from their universities, collaborate remotely with other researchers, and visualize how it has changed over time."Having the digital twin makes it an entirely new ball game," Emmerson said. "It really allows us to go back as if we're in the excavation."Alex Badillo, an assistant professor at Indiana State University, is the Pompeii project's head of digital data initiatives. Before the excavation, Badillo and the other members of the digital team used drone imagery, <a target="_blank" class="" href="https://www.businessinsider.com/bronze-age-lost-tomb-ireland-rediscovered-photogrammetry-2024-1">photos</a>, and structure-from-motion photogrammetry — a technique for turning 2D images into 3D models — to create a scaled and georeferenced replica of the Pompeii city block.<div type="image" title="A digital 3D replica of a square city block with buildings, grass, and wall structures" height="1198" width="1940" msid="112410473" hostid="261" sizebytes="93486"></div>Over time, the information gathered by the archeological team working at the site has made this model more detailed and dynamic. This data is what transforms the 3D model into a digital twin: The design changes based on what the team learns through excavation. Unlike static 3D models, <a target="_blank" href="https://amses-journal.springeropen.com/articles/10.1186/s40323-020-00147-4">digital twins</a> include an evolving set of data and the means to update and adjust the model based on new information.To get this information, Badillo implemented a digital workflow at the dig site. The Pompeii site team used iPad Pro tablets to record data, take photos, 3D scan, and digitally sketch their findings. That information is saved in custom digital forms on the iPad and sent to cloud storage when the researcher has access to WiFi or a cell network. From there, it's added to an online dashboard used by the entire team."If someone is digging in the trench and they're wondering what was analyzed from the deposit yesterday, they can go to the iPad they have in the field and pull up all of that information," Emmerson said.Badillo told BI that the information gathered on the iPad — data like structure measurements, soil characteristics, and artifacts found — is added to the 3D model. Together, these components make the digital twin, which archeologists can use to revisit, explore, and analyze the site. After the 3D model is complete, Badillo and his team will continue this workflow at the next dig."You can move through the web scene, and if forms have been filled out for that location, you can click to get extremely detailed information," Badillo said. "Being able to look level by level, make measurements — it's all been a game changer."<h2>Benefits of digital twins</h2>One of the major advantages of digital twins is the ability to examine site elements exactly as they appeared during the initial excavation.Giles Spence Morrow, a research fellow at Vanderbilt University and an assistant professor at McMaster University, began a digital-twin project in 2011 focused on Huaca Colorada, a ceremonial mound built and occupied between AD 650 and 1,000 in Peru.Like Badillo, Morrow uses photogrammetry to create the site's digital twin. "The availability of these models allows us to revisit particular moments in time throughout the excavation, either through the screen of our computers or more recently through immersive virtual-reality and <a target="_blank" class="" href="https://www.businessinsider.com/google-augmented-reality-reset-xr-glasses-android-qualcomm-2024-7">augmented-reality</a> interfaces," he said.<div type="image" title="An interactive 3D model of a ceremonial mound with two human figures standing on the site" height="1734" width="2536" msid="112410475" hostid="261" sizebytes="182020"></div>Morrow <a target="_blank" href="https://riunet.upv.es/bitstream/handle/10251/202255/SpenceWernke%20-%20Thinking%20through%20the%20tool%20collaborative%20archaeological%20bodywork%20in%20immersive%20virtu....pdf?sequence=1&amp;isAllowed=y">collaborates</a> with Steven Wernke, an associate professor at Vanderbilt University, on digital-twin technology. Wernke's research is also based in Peru and centers on Mawchu Llacta, an Andean colonial town built in the 1570s. Wernke has also combined 3D imagery with archeological information gathered at his research site to make a digital twin.Through their collaboration, Morrow and Wernke are investigating how digital twins can be augmented through immersive virtual reality. Morrow said they used VR headsets to view their digital twins from a first-person perspective, something that's possible only with strong <a target="_blank" class="" href="https://www.businessinsider.com/5g-advanced-standalone-6g-qualcomm-huawei-mwc-2024-3">internet connectivity</a>.Wernke said that exploring digital twins through virtual reality was "as close as we can come to reproducing the feeling or experience" of being at their field sites. When Morrow and Wernke use VR headsets to examine their digital twins, they can leave notes, markups, and maps within the VR scene."The value of this kind of detailed 3D, immersive documentation is hard to overstate, because excavation is an inherently destructive process," Morrow said.The unavoidable destruction of an excavation site is partly why Jamie Hodgkins, an associate professor at the University of Colorado, Denver, and her team were interested in creating a digital twin of a burial site within an Italian cave. They <a target="_blank" href="https://today.ucsd.edu/story/uc-san-diego-researchers-take-a-digital-snapshot-of-an-ancient-infant-burial-site">digitally re-created</a> the oldest documented European burial of an infant female, a child who died nearly 10,000 years ago. The interactive 3D model preserves the burial as they found it.The team took dozens of photos of each delicate skeleton piece as it was discovered. "By the end, we had thousands of images of all the skeleton pieces," Caley Orr, an associate professor at the University of Colorado Anschutz Medical Campus who coauthored the study, told BI."This let us reconstruct the burial digitally and see in 3D how it was laid out underground," Orr said. "But we never saw it that way in real life because it revealed itself as we went through each layer of dirt."<h2>Expanding the field</h2>Hodgkins told BI that digital twins could become more common in archeology. While they're valuable to working archeologists now, she said that part of what makes them so useful is how they could benefit the field over time.Hodgkins said past archeological research lacked documentation of spatial relationships between <a target="_blank" class="" href="https://www.businessinsider.com/photos-archaeological-mysteries-ancient-artifacts-hikers-discoveries-melting-glaciers-alps-2024-7">artifacts</a>. Without that information, she added, it can be difficult to understand how artifacts, remains, and other discoveries relate to each other.Digital twins could help bridge this gap and give researchers a way to look at field sites just as they found them. "You can never put an artifact back," Hodgkins said. "But if an archeologist 50 years from now wants to ask a question that we didn't think of, they can look at what we have, see the excavation as it was happening, and consider these spatial relationships."Hodgkins is also part of a multiproject, transcontinental <a target="_blank" href="https://jamiehodgkins.wixsite.com/mysite/homer">research consortium</a> that aims to teach students how to collect site data to create digital twins. She said that if more people knew this technique, sites could be compared globally."What we want is to train future archeologists," Hodgkins said. "We won't really understand how humans were <a target="_blank" class="" href="https://www.businessinsider.com/ancient-stone-tools-first-humans-north-america-2024-5">moving across the planet</a>, how they were interacting with each other, and how the environment was affecting them unless we can compare data across sites.""Digital twins can help us answer the big questions," she added. "But you can't create them if you don't collect the right kind of data."

Digital-twin technology could be an archaeologist's most powerful tool

<ul class="summary-list"><li>A changing of the guard is underway at Boston-based venture capital firm Underscore VC.</li><li>Lily Lyman, a stalwart supporter of enterprise startups, has been identified as the next leader.</li></ul><a target="_blank" href="https://www.businessinsider.com/boston-venture-capital-vcs-startup-investors-new-england-2023-10#lily-lyman-underscore-vc-34">Lily Lyman</a>, a partner at the early-stage firm Underscore, has been known to lace up her cleats to chase a deal.In her second year as a principal, she spent months courting founder Mike Greene to invest in a round of funding. His startup, Hi Marley, allows insurance providers to text with customers, and it had several name-brand firms circling. In her final attempt to win the deal, Lyman offered to coach his 10-year-old daughter's lacrosse team. She played midfield for <a target="_blank" href="https://www.businessinsider.com/harvard-freshman-what-my-first-day-of-classes-was-like-2023-9">Harvard University</a>."As part of the term sheet, she included a picture of her in full lacrosse gear, mouthpiece in," Greene said.She won the deal, and Greene took her up on the offer.The average founder in the Valley might not know Lyman, but she's become a force in <a target="_blank" href="https://www.businessinsider.com/boston-startups-outpace-new-york-funding-carta-data-shows-2024-2">Boston's startup scene</a> and the wider world of early-stage investing. She arrived at Underscore after four years at <a target="_blank" href="https://www.businessinsider.com/layoff-angst-meta-employees-face-tough-reviews-reorgs-2024-3">Facebook</a>, where she worked with telecom companies worldwide to bring a hundred million new users to the app. The former growth hacker has made a name for herself over the past six years as an ardent backer of <a target="_blank" href="https://www.businessinsider.com/future-of-work">future-of-work </a>software, including companies like <a target="_blank" href="https://www.businessinsider.com/the-19-most-exciting-insurance-startups-europe-according-to-vcs-2023-5">insurtech</a> startup Hi Marley, the events business Goldcast, and the phone-answering service Slang.ai — all of which graduated from seed to early stage.Now, the weight of Underscore's future falls on Lyman as she ascends to a more substantial role. The nine-year-old firm is undergoing a generational transition, Business Insider has learned, positioning Lyman as its next leader.The succession plan has been in progress for more than a year since founder Michael Skok <a target="_blank" href="https://mjskok.com/the-truth-is-always-best">suffered a brain tumor</a> and stepped back from investing. Skok's cofounder <a target="_blank" href="https://www.bizjournals.com/boston/news/2023/11/20/john-pearce-massachusetts-boston-tech-obit.html">John Pearce</a>, who previously served as chief executive of cloud giant Demandware, died unexpectedly at age 69 last fall.Lyman's promotion to managing partner is a boon for Underscore, known locally for its stalwart support of Boston's founders — about half of its capital flows into the region, according to Lyman — but flies under the radar of distant entrepreneurs. Her expertise and sterling reputation among founders she invests in give her the potential to raise the firm's profile to new heights.Speaking to people who know Lyman, it was clear that her peers already looked to her as the face of Underscore."I didn't have to tell everybody, 'I think we should appoint Lily,'" said Skok. "Leaders are not appointed, they're acknowledged. And Lily is the acknowledged leader."<h2>The six degrees of Lily Lyman</h2>On a frigid day in Boston, I met Lyman at a Japanese cafe near the Old State House. The venture capitalist, wearing a cherry red cardigan and <a target="_blank" href="https://www.businessinsider.com/guides/tech/best-apple-watch">Apple Watch</a>, cracked open a notebook and set it beside an iced coffee. Before we began, she confessed she was "not interesting enough for this."Lyman is modest but not meek. She said being a middle child made her fiercely competitive as a young gymnast and a college athlete. Her partner Skok recalled her gusto during a company offsite, saying, "Lily would make damn sure she wins the ping-pong tournament."<div type="image" title="Lily Lyman, a partner at Underscore, poses for a photo inside the firm's trendy office at the Old State House in Boston." height="2001" width="2668" msid="108267494" hostid="261" sizebytes="171008"></div>Lyman's Facebook credentials could have given her a ticket to many venture firms located down the road in Menlo Park. But a friend, <a target="_blank" href="https://www.businessinsider.com/top-startup-founders-who-also-invest-in-other-startups-2022-7">Alessandra Henderson</a>, a founder of the menopause care provider <a target="_blank" href="https://www.businessinsider.com/35-most-promising-femtech-startups-investors-women-health-2022-10#elektra-health-11">Elektra Health</a>, encouraged her to meet Underscore on the other side of the country. Lyman was in her first trimester of pregnancy when she took a red-eye flight to attend one of its events.In a hotel conference room buzzing with participants from the Boston tech scene, Lyman got a taste of Underscore's secret sauce. The <a target="_blank" href="https://underscore.vc/core-community/">Core Community</a> is an invite-only coalition of hundreds of Boston's leading entrepreneurs, executives, and tech experts, that serves to provide founders with the resources they need to build an enduring business. For their support — and deal flow — they get carried interest in the fund or a share of profits."The thesis is that if you get the right people around the business at the right time, it'll change the trajectory of the business," Lyman said. "People are everything."Since taking the job, Lyman has only increased her reach. She found a friend and mentor in the <a target="_blank" href="https://www.businessinsider.com/jpmorgan-expanding-tech-vc-life-science-team-hiring-banking-interview-2021-5">head of venture capital at JPMorgan, Pamela Aldsworth</a>; she serves as a leader of the Boston chapter of All Raise and the New England Venture Capital Association; and she fosters the firm's relationships with funds like Dorm Room Fund, MIT Sandbox, and the Allston Venture Fund at Harvard."Lily is a gem — a prime example of Boston serving as a talent magnet, even for those wayward souls who temporarily venture West," said <a target="_blank" href="https://www.businessinsider.com/boston-venture-capital-vcs-startup-investors-new-england-2023-10#jeffrey-bussgang-flybridge-capital-partners-8">Jeff Bussgang</a>, a cofounder and general partner at Boston's Flybridge Capital Partners.<div type="image" title="Lily Lyman is a general partner at Underscore VC." height="2001" width="2668" msid="108267497" hostid="261" sizebytes="183164"></div>Greene of Hi Marley says Lyman is a force on the cap table, helping to recruit every person in the executive suite. She also introduced Greene to <a target="_blank" href="https://www.businessinsider.com/gordon-ritter-emergence-capital-founder-interview-2018-2">Gordon Ritter</a> at Emergence Capital, who led Hi Marley's Series B round. Greene jokes that Lyman has six degrees of separation from anyone in tech, styling her as a Kevin Bacon of her field."Nobody fosters community like Lily Lyman," he said.<h2>As Lyman steps up, so does Underscore</h2>Underscore is moving into its next phase during <a target="_blank" href="https://www.businessinsider.com/2024-year-of-vc-reckoning-2024-2">a reckoning for venture capital</a>. The heady days of the pandemic have led to a global correction in the private markets, making it harder for funds to raise money from outside investors. Firms are <a target="_blank" href="https://www.businessinsider.com/venture-capital-fundraising-decline-leads-to-layoffs-restructuring-quitting-2024-1">scaling back</a> the size of funds they planned. A rare few are going out of business.In December, OpenView Venture Partners, located just minutes from Underscore, said it would no longer raise funds from outside investors in a sudden move.Underscore is now raising $50 million for a third fund, according to documents filed with the SEC, in one of the most challenging fundraising markets in a decade.Underscore is targeting a much smaller fund size than the last $140 million vehicle, which closed in 2018. Some might suggest Underscore's investors, or limited partners, are churning after the firm's two founders departed. But, two people familiar say the fund size reflects a strategy shift.<div type="image" title="Employees of Underscore for a photo inside the firm's trendy office at the Old State House in Boston." height="2001" width="2668" msid="108267499" hostid="261" sizebytes="471554"></div>In the past, some partners went out of their lane to invest at later stages. Skok said he "broke every rule in our book" when he backed <a target="_blank" href="https://underscore.vc/blog/why-we-invested-in-coda/">Coda</a>, a Greylock-backed documents editor, at its Series C. Some of the younger partners pushed back against the multistage strategy, saying that the best way to hone their craft was to focus on seed, Skok said.The latest, slimmer fund reflects a more focused strategy on pre-seed and seed, two people familiar with the strategy said. A smaller fund also means the firm can get better multiples on the invested capital, and it doesn't come under pressure to grow the team or the number of deals it executes. Underscore's sweet spot is 20 to 25 rounds per fund, and it expects to continue this pace, one person said.While Lyman was unable to comment on the fundraise, she says she's excited about what's happening at the seed stage right now. These market conditions are breeding a class of founders who know their space well and have the discipline to build a lasting business. They will embrace new technologies like artificial intelligence, and will hire some of the talent streaming out of tech layoffs."A lot of the 'wantrepreneurs' are not coming out to play in this market dynamic, which I actually think is a net positive thing. It helps you filter out," Lyman said. "There's certainly a lot of noise from AI hype, but it is a fundamental shift in technology that is reinventing the way that we do things. It is now allowing us to do things with technology that we couldn't do before."Being at the helm of Underscore, especially in a <a target="_blank" href="https://www.businessinsider.com/venture-capital-funding-crunch-will-continue-2024-2023-12">thorny fundraising market</a>, will test Lyman's mettle. However, her belief that the right people, at the right time, can change the trajectory of a business may also be true for Underscore."She just seems like a person who's really comfortable being herself and not trying to be anybody else," said Ritter, a cofounder of Emergence Capital who serves on the board of Hi Marley with Lyman. "The firm will be rebuilt in her image and that's just what it should be."

Meet Boston's new power venture capitalist

<ul class="summary-list"><li>TikTok has become a de facto audition stage for musicians, dancers, comedians, and even authors.</li><li>Choreographers, A&amp;R leads at record labels, and comedy scouts use the app to find new talent.</li></ul>This story is part of a series examining TikTok's influence on the entertainment business. Welcome to the era of <a href="https://www.businessinsider.com/category/culture-tok" rel="">CultureTok</a>.TikTok is a titan in the entertainment industry.Its powerful recommendation algorithm and quick-bite videos have shifted viewing habits across media, making it a real competitor for attention time to incumbents like YouTube, Netflix, and Spotify.Publishing houses and book retailers have <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">embraced BookTok</a> as a powerful tool for promoting authors' work. Music marketers have <a href="https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">similarly leaned into the app</a> as a way to push songs into the mainstream. The platform has become a launching-off point for undiscovered creatives in <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">music</a>, <a href="https://www.businessinsider.com/tiktok-changed-dance-industry-professional-dancers-choreography-artists-movement-trends-2023-4?r=culturetok-lp">dance</a>, <a href="https://www.businessinsider.com/tiktok-benefits-comedy-industry-comedians-creators-standup-diversity-finances-gatekeepers-2023-5?r=culturetok-lp">comedy</a>, and <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">writing</a> — a de facto global talent show for dancers and musicians, as Broadway choreographers, record-label A&amp;R specialists, <a href="https://www.businessinsider.com/how-jada-pinkett-will-smith-westbrook-media-recruits-tiktok-talent-2023-5?r=culturetok-lp">and more</a> scour the app for untapped talent.As TikTok's influence on entertainment grows and it draws <a href="https://www.businessinsider.com/tiktok-ban-us-china-tech-war-distraction-data-privacy-experts-2023-2?r=culturetok-lp">increased scrutiny</a> from US lawmakers around its ties to China, Insider <a href="https://www.businessinsider.com/category/culture-tok">examined</a> how the app has changed various corners of the industry.Dancers are among the artists benefiting the most from TikTok. Some have used the app to get noticed by casting agents. Professional dance companies like the American Ballet Theatre have turned to TikTok as a branding and recruitment tool, too."This app is a gold mine for artists like me who are still looking for their big break," said Neha Dharmapuram, a TikTok creator and dancer who used the app to score an audition for the Broadway-bound musical, "Come Fall In Love — The DDLJ Musical."<h2><a href="https://www.businessinsider.com/tiktok-changed-dance-industry-professional-dancers-choreography-artists-movement-trends-2023-4?r=culturetok-lp">Read more about how TikTok has helped dancers get discovered and build new careers</a></h2>The company's cultural cachet in entertainment, particularly among young people, has sparked concerns among US <a href="https://www.businessinsider.com/montana-ban-on-tiktok-is-a-blueprint-for-federal-ban-2023-5?r=culturetok-lp">state</a> and <a href="https://www.businessinsider.com/tiktok-hearing-congress-interrupting-grilling-ceo-ban-sale-2023-3?r=culturetok-lp">federal</a> politicians that the app, which is owned by the China-based company ByteDance, could be used as a propaganda tool by the Chinese Communist Party.In addition to butting heads with Washington, the company's relationship with the entertainment industry isn't all sunshine and daisies. It's developed a <a href="https://www.businessinsider.com/tiktok-record-labels-remain-frenemies-as-they-battle-over-licenses-2022-11?https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">"frenemies" relationship</a> with record labels as it begins to encroach on their territory by <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">offering services </a><a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp">directly</a><a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4https://www.businessinsider.com/how-tiktok-is-changing-the-music-industry-marketing-discovery-2021-7?r=culturetok-lp"> to artists</a>."TikTok has to find that balance with not pissing off the major labels," a music marketer <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">told Insider</a>.Some music artists have also <a href="https://www.businessinsider.com/tiktok-music-marketing-artists-labels-viral-videos-2022-6?r=culturetok-lp">expressed TikTok fatigue</a>, as the need to balance content creation with their standard work of recording songs and touring has become "exhausting."Still, the app is essentially unskippable for up-and-coming performers looking to launch their careers."It's the most important thing that's happened in the music industry in a long time," Jonny Kaps, cofounder and CEO of the independent label +1 Records, <a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">told Insider</a>. "It just allows us to build a new artist audience in a way that we've never really been able to do before."<h2><a href="https://www.businessinsider.com/tiktok-music-distribution-marketing-everything-app-industry-impact-2023-4?r=culturetok-lp">Read more about how TikTok has begun encroaching on record labels' territory</a></h2>In the comedy world, TikTok has offered a resource for comedians to pay their bills through brand deals and other paid opportunities, while using the app to build a recognizable brand.Laughs on TikTok can translate into business opportunities elsewhere, be that on the stand-up stage or the SNL writers' room.<div type="image" title="Zarna Garg" height="3840" width="5760" msid="100596579" hostid="261" sizebytes="1649628"></div>"TikTok has opened the world to a whole new type of comic because before, everything was controlled by gatekeepers," Zarna Garg, a TikTok comedian with around 700,000 followers, <a href="https://www.businessinsider.com/tiktok-benefits-comedy-industry-comedians-creators-standup-diversity-finances-gatekeepers-2023-5?r=culturetok-lp">told Insider</a>. "A 48-year-old woman like me wouldn't have been able to get past them, but now the people in charge take one look at my following and give me a shot."<h2><a href="https://www.businessinsider.com/tiktok-benefits-comedy-industry-comedians-creators-standup-diversity-finances-gatekeepers-2023-5?r=culturetok-lp">Read more to learn how 20 comedians and entertainment insiders think about TikTok's influence over comedy</a></h2>Book authors and their publishers have also turned to the platform for marketing, using TikTok to promote old and new books and drive real sales.Some authors have even begun to feel pressure to <a href="https://www.businessinsider.com/booktok-tropes-authors-pressure-tiktok-books-romance-2023-5?r=culturetok-lp">include TikTok-friendly "tropes"</a> in their stories as a way to boost attention on their work.Launching a writing career via the app is real if an author can get enough attention on their videos, writers <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">told Insider</a>. Author Alex Aster used TikTok to post about her book idea and ultimately scored a publishing deal that ended up being worth $460,000."That's the power of TikTok," she <a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">told Insider</a>. "People find out about my book every week, word of mouth is so powerful … It changed my entire life, it changed my career."<h2><a href="https://www.businessinsider.com/tiktok-changes-book-publishing-marketing-author-careers-2023-5?r=culturetok-lp">Read more about how TikTok has influenced nearly every aspect of publishing</a></h2>

How TikTok is shaking up the entertainment business and changing power dynamics, according to dozens of authors, comedians, dancers, music-industry professionals, and more

<ul class="summary-list"><li>Generative AI is revolutionizing cybersecurity in connected networks.</li><li>Companies that don't adopt AI risk falling behind in cybersecurity, IT experts warn.</li></ul>Generative AI has become a double-edged sword for the security of connected networks.On one hand, <a target="_blank" href="https://www.businessinsider.com/generative-ai-reliant-on-big-tech-2023-12">generative AI</a> can speed up cybersecurity problems, making it easier and cheaper for bad actors to conduct identity attacks. For example, it can be used to design sophisticated phishing campaigns by generating audio, images, or videos to create fake identities.While hackers exploit AI technologies, companies are adopting AI as a defense tool. As the number of connected devices on 5G networks increases, generative AI in security operations will become more crucial, David Cooper, a global lead for Accenture Security, said."What used to take a human being two hours, now there's an AI solution to do it in much faster time," Cooper said. "We're able to respond faster, we're able to catch up to the bad guys faster with interesting transformational technology. We're able to move so much faster and do more with limited resources."Business Insider spoke with several cybersecurity professionals who attended the annual <a target="_blank" href="https://www.businessinsider.com/rsa-ceo-rohit-ghai-navigating-5g-cybersecurity-2024-5">RSA conference</a> this week in San Francisco about how generative AI is increasingly used in cybersecurity for 5G devices and networks. They said that while 5G networks have higher security standards, attacks could still come from identity breaches of accounts or devices connected to those networks."If you can stay ahead of the risks you perceive when you implement 5G solutions, you're going to be in good shape," said Shaun McAlmont, the president and CEO of the cybersecurity-awareness-training company Ninjio.<h2 id="e5693285-b863-431e-b794-a5dcd40a41c0">Accelerating cybersecurity</h2>Generative AI can speed up more routine security processes and free up resources, helping cybersecurity professionals increase productivity and make decisions faster. Things like the design and architecture of a 5G application, generating code samples, conducting tests, and speeding up authentication can be automated. It can also prevent attacks by helping to configure and manage networks."There's a distinct benefit for organizations where we may leverage AI for improving network quality, improving security, and network healing," Chris Novak, the senior director of cybersecurity consulting at Verizon Business, said. "There are opportunities for AI to help us analyze network traffic flows in real time, recognize where there is an issue, and ensure little to no impact to network users."AI can also help 5G users monitor their security and ensure that the services they connect to have the appropriate certifications and authorizations for transferring data.Large language models can help mitigate security threats by identifying suspicious patterns in traffic and unusual attempts to enter the network. Because AI can process an enormous amount of data about malicious threats, it can help isolate them before they spread further. Additionally, it can triage malware and other threats, making sense of complex attack-path data and automating threat responses.Edge-protection tools powered by AI can be a "first layer of defense" that can deal with mass data, David Aviv, the chief technology officer at Radware, said."Competitors that didn't adopt those machine-learning technologies have gotten left behind," said Steve Wilson, the chief product officer at <a target="_blank" href="https://www.businessinsider.com/exabeam-ceo-handled-covid19-four-sick-employees-2020-4">Exabeam</a>, a network security company.<h2 id="5b84898c-98d6-47be-91d0-f45686ed332b">5G to strengthen AI</h2>5G can also boost the capabilities of AI applications themselves. With 5G, AI can do more computation and sensor analysis on the edge, meaning the computation is closer to the data source."The combination of AI and 5G will make it inevitable that we will be using machines for tasks that are currently performed by humans," said Ev Kontsevoy, the cofounder and CEO of Teleport, an identity access and management software company.It's becoming increasingly important for companies to apply AI to their cybersecurity practices because humans won't be able to keep up, <a target="_blank" href="https://www.businessinsider.com/rsa-president-cybersecurity-break-with-dell-2020-8">Rohit Ghai,</a> the CEO of RSA, said."Any 5G network is very very dynamic," Ghai said. "It's changing all the time. Human approaches to securing that are not able to keep up with the dynamic nature of the network."Now that mobile and <a target="_blank" href="https://www.businessinsider.com/iot-infrastructure-technology">Internet of Things</a> devices have become more ubiquitous, they're using even more data, which generative AI can help filter and secure."We're going to be required to collect an order of magnitude more data from more devices and provide really quick analysis on that," Wilson said.

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