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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

Travelling across India is safer and easier for tourists, <keyword id="20130044" type="General" weightage="20" keywordseo="Indian-tourism" source="keywords">Indian tourism</keyword> industry leaders have said, promoting the country, especially <keyword id="19894922" type="General" weightage="20" keywordseo="Uttar-Pradesh" source="keywords">Uttar Pradesh</keyword>, as a premier tourist destination for Singaporeans. Their remarks came as they participated in the <keyword id="23693812" type="General" weightage="20" keywordseo="ITB-Asia" source="keywords">ITB Asia</keyword>, a travel trade show held in Singapore From October 23 to October 25. "We need to educate <keyword id="21866171" type="General" weightage="20" keywordseo="global-travellers" source="keywords">global travellers</keyword> about the attractions in Uttar Pradesh and make UP known more and above the iconic <keyword id="20045918" type="General" weightage="20" keywordseo="Taj-Mahal" source="keywords">Taj Mahal</keyword> in Agra," said Rahul Wadhwa who leads CAL India Tours and Travel. He estimated a growth of 10 per cent across the UP travel agency business. Further, Wadhwa said his Agra-based travel business was seeking collaborations globally to tie up travel arrangements and promote the state as well as India as a tourist destination. There are a growing number of five-star hotels and continuing investments in highways that make travelling across India, including UP, as seamless as the tourists expect, said the <keyword id="20181038" type="General" weightage="20" keywordseo="travel-industry" source="keywords">travel industry</keyword> veteran of 33 years. Technology-wise, the travel industry has also done well, moving away from the telex-based phone-call booked communications to speedier online-offline as well as mobile phone app-led bookings and arrangements for globe trotters. Travelling across India is also safer and easier, added Sushil Kumar Singh, managing director of Jatak Travels, dismissing all notions and misunderstandings about <keyword id="20415307" type="General" weightage="20" keywordseo="safety-and-security" source="keywords">safety and security</keyword> in India. "We have <keyword id="23693813" type="General" weightage="20" keywordseo="tourist-friendly" source="keywords">tourist-friendly</keyword> people and highly rated facilities across the country and in UP," assured the head of the Varanasi-based travel group. The destinations and facilities in India are world-class. "We are no less than any other tourist destination," he stressed. "International tourists are visiting India freely," underscored Singh, who reported 200 per cent growth for his business post-Covid.

Indian tourism industry leaders spotlight Uttar Pradesh as safe and diverse travel destination

Climate Action 15: 2024's top global innovators powering green solutions

<ul class="summary-list"><li><a target="_blank" class="" href="https://www.businessinsider.com/google">Google's</a> head of research told BI that learning to code continues to be a valuable skill.</li><li>Yossi Matias compared coding to math and said learning "basic disciplines" is "as important as ever."</li></ul>The slogan "learn to code" was popularized in the 2010s. A decade later, Google's head of research says the advice still rings true — even in the age of AI."I think that the basic notion of learning the basic disciplines remains as important as ever," Yossi Matias, Google's head of research, told Business Insider in an interview at the company's Chelsea office in New York.That may come as a surprise to some as companies increasingly lean on AI for some coding duties. With the emergence of tools like GitHub Copilot, one Microsoft manager recently told BI that he estimated <a target="_blank" class="" href="https://www.businessinsider.com/microsoft-manager-ai-reduces-busywork-not-daily-workload-2024-10">70% of his time spent coding has been reduced.</a>The industry's shift has led some <a target="_blank" class="" href="https://www.businessinsider.com/ai-threaten-jobs-of-coders-who-dont-shift-their-focus-2024-9">software engineers to worry</a> about the future of their jobs and caused some anxiety among college students pursuing the traditional coding pathway through a computer science degree.Matias, who is also a VP at Google and spent over a decade in leadership at Google Search, said that some junior professionals in recent years have faced "some challenges" in getting "the experience that they want."The nature of AI is to help out "on some of the more junior level" tasks, he said, "which may or may not have some impact on things." Google has sponsored initiatives to help junior employees go through that stage, he added.Despite the work evolving, Matias said that AI isn't taking over the whole coding process. Even though Google and Alphabet CEO Sundar Pichai said that a <a target="_blank" class="" href="https://www.businessinsider.com/google-third-quarter-earnings-report-q3-2024-2024-10">quarter of all code is now generated by AI</a>, he also noted it's still reviewed and accepted by engineers.Matias said he still believes "everybody should learn how to code." In fact, the basics may be more important now than ever, he said."Perhaps even more so now, there are going to be many more opportunities to actually build on that," Matias said.<h2 id="9cd5641c-c109-47da-b8ad-4f9f50b9c932">AI will impact a wide range of fields</h2>Matias said that even those who don't want to become software engineers should <a target="_blank" class="" href="https://www.businessinsider.com/how-google-technical-program-manager-uses-ai-gemini-2024-8">understand how technology works</a>, similar to how people still need to understand math even if computers can do the most complex calculations."I think that basic coding is like basic math," Matias said. "You need to understand what's going on there."While the launch of <a target="_blank" class="" href="https://www.businessinsider.com/everything-you-need-to-know-about-chat-gpt-2023-1">ChatGPT</a> two years ago ignited the generative AI race and made the technology a mainstream topic, AI research has been a cornerstone of tech giants like Google for over 20 years.Matias said that AI will boost practically every field, especially biology, chemistry, and medicine. He said it's becoming "both a tool and a science.""It's not only chatbots," Matias said.Google Research has already integrated AI into tools like flood forecasting models, which Matias said can save lives. It has also created image classification tools that can be used for healthcare."We got some testimonials from people that say, this might've saved my life because I got some information that got me to see a doctor," Matias said.The executive said that the healthcare industry presents "a huge opportunity" for AI to transform society. Given the global shortage of healthcare workers, technology can help make the industry more productive and equitable, and can also help with identification, he said.Matias also named <a target="_blank" class="" href="https://www.businessinsider.com/ai-will-give-every-student-personalized-tutor-sal-khan-academy-2023-5">education as an industry that could be transformed by AI</a>. He said AI could be integrated in a number of ways, like creating interactive quizzes and making education more effective and engaging.With AI impacting so many fields, Matias said "it's important to master the basic things," like the fundamentals of coding.

Google's head of research on whether 'learn to code' is still good advice in the age of AI

<ul class="summary-list"><li>The United Arab Emirates wants to become an AI leader by 2031.</li><li>It's leveraging its oil wealth to attract new talent and fund new research initiatives.</li></ul>The AI revolution is expanding far beyond Silicon Valley.From the <a target="_blank" class="" href="https://www.businessinsider.com/malta-ai-startups-artificial-intelligence-hub-destination-travel-2024-5">shores of Malta</a> to the streets of Paris, hubs for AI innovation are forming worldwide. And the United Arab Emirates is emerging as a key center in the Middle East.Last week, the UAE made headlines by participating in the most lucrative funding round in Silicon Valley history: the $6.6 billion <a target="_blank" href="https://www.businessinsider.com/openai-investors-latest-funding-round-2024-10">deal closed by OpenAI</a>. The investment was made through MGX, a state-backed technology firm focused on artificial intelligence and semiconductors.The move was part of the UAE's bid to become a global AI leader by 2031 through strategic initiatives, public engagement, and research investment. Last year, the country's wealthiest emirate, Abu Dhabi, launched Falcon — its first open-source large language model.Another indication of the UAE's commitment to AI is its appointment of Omar Sultan Al Olama as the country's AI Minister in 2017.The minister acknowledges that the UAE faces tough competition from powerhouses like the United States and China, where private investment in AI technology in 2023 totaled $67.2 billion and $7.8 billion, respectively, according to Stanford's Center for Human-Centered Artificial Intelligence.So he says he is embracing cooperation over competition."I don't think it's going to be a zero-sum game where it's only going to be AI that's developed in the US, or only going to be AI that's developed in China or the UAE," Al Olama said at an event hosted by the Atlantic Council, a DC think tank, in April. "What is going to happen, I think, is that we're going to have centers and nodes of excellence across the world where there are specific use cases or specific domains where a country or player or a company is doing better than everyone else."The UAE's strengths are evident.It is one of the wealthiest countries in the world, mostly due to its vast oil reserves. The UAE is among the world's 10 largest oil producers, with 96% of that coming from its wealthiest emirate, Abu Dhabi, <a target="_blank" href="https://www.trade.gov/country-commercial-guides/united-arab-emirates-oil-and-gas">according to the International Trade Administration</a>.Abu Dhabi's ruling family also controls several of the world's largest <a target="_blank" href="https://www.businessinsider.com/trump-and-biden-us-should-have-a-sovereign-wealth-fund-2024-9">sovereign wealth funds,</a> including the Abu Dhabi Investment Authority and Mubadala Investment Company, a founding partner of MGX.These funds have been used to diversify the country's oil wealth and could now be diverted to funding new AI companies. AI could contribute $96 billion to the UAE economy by 2030, making up about 13.6% of its GDP, according to a <a target="_blank" href="https://www.pwc.com/m1/en/publications/potential-impact-artificial-intelligence-middle-east.html">report</a> by PwC, the accounting firm.But capital is only part of the equation. The bigger question is whether the tiny Gulf nation can attract the requisite talent to keep up with Silicon Valley.Recent developments show promise. Between 2021 and 2023, the number of AI workers in the UAE quadrupled to 120,000, Al Olama said at the Atlantic Council event. In 2019, it rolled out a 'golden visa' program for IT professionals, making entry easier for AI experts. It's also making the most of its existing talent. In May, Dubai launched the <a target="_blank" href="https://www.wam.ae/article/b39jbfx-hamdan-bin-mohammed-launches-%E2%80%98one-million">world's biggest prompt engineering initiative</a>. Its goal is to upskill 1 million workers over the next three years,Abu Dhabi, meanwhile, has — over the last decade — become a nexus for AI research and education.In 2010, New York University launched a branch in Abu Dhabi that has since developed a focus on AI. And, in 2019, Mohamed bin Zayed University of Artificial Intelligence opened as a "graduate research university dedicated to advancing AI as a global force for good." Professors from the university also helped organize the inaugural <a target="_blank" href="https://ioai-official.org/1st-international-olympiad-in-ai-founders-we-have-a-record-number-of-participating-countries/">International Olympiad in Artificial Intelligence</a> in August, which drew students from over 40 countries worldwide."Abu Dhabi may not directly surpass Silicon Valley, however, it has the potential to become a significant AI hub in its own right," Nancy Gleason, an advisor to leadership on AI at NYU Abu Dhabi and a professor of political science, told Business Insider by email. Its "true strengths lie in the leadership's strategic vision, substantial investments in AI research and compute capacity, and government-led initiatives in industry. The UAE has also made strategic educational investments in higher education like the Mohamed bin Zayed University of Artificial Intelligence and NYU Abu Dhabi."Beyond that, she noted, it's "very nice to live here."

Want to get into the AI industry? Head to Abu Dhabi.

<ul class="summary-list"><li>Luckin Coffee, which has put up a strong fight against Starbucks in Asia, is looking to the US.</li><li>The Chinese coffee brand, known for its heavy discounts, reported a strong third quarter.</li></ul>Luckin Coffee is <a target="_blank" class="" href="https://www.businessinsider.com/luckin-coffee-chinese-chain-making-starbucks-nervous-singapore-2023-11">putting up a strong fight against Starbucks</a> in Asia. Now, it's planning to bring that rivalry into the US.Here's the state of play: Starbucks is trying to pull itself out of a rut. In its quarter ending September 29, Starbucks reported a 7% decline in sales worldwide. In China, the company's sales slid by 14% compared to the same period last year, to $783.7 million.In August, it appointed Brian Niccol as its new CEO. Niccol has said <a target="_blank" class="" href="https://www.businessinsider.com/starbucks-ceo-to-lay-out-strategy-to-fix-coffee-chain-2024-10">his plan</a> to turn around the coffee chain involves faster orders, adding a human touch to the ordering process, and positioning the brand's outlets as "third spaces."Luckin reported a strong third quarter. Its sales rose 41.4% year over year, and its quarterly revenue was $1.452 billion. The chain is known for its aggressive deals, unusual flavors like a Big Cheese coffee drink, and mobile ordering.Both brands are well established in Singapore, with multiple outlets in the city-state's Central Business District. On a recent weekday around lunchtime, I stopped by both a Luckin and a Starbucks to see how they compare in price, menu options, and vibe.<h2 id="efd5eecf-2a86-4a4e-b481-4b74f8bf8a7d">Luckin versus Starbucks</h2>I started at Luckin Coffee.When I walked in, I found people waiting around the collection counter for their drinks. Others were sitting around at tables drinking coffee.But most customers seemed to be in a rush, ready to grab their drinks and go.To order any menu item at Luckin, customers have to download the brand's app and place their order digitally. Staff members at the counter don't take orders.The app was easy to use, though it hit me with numerous pop-ups for discount vouchers. Because I was a new user, every drink on the menu was half off for me.<div type="image" title="A Luckin Coffee outlet in Singapore's Central Business District." height="3024" width="4032" msid="115040697" hostid="261" sizebytes="788852"></div>The most expensive drink on the menu was an Iced Oat Shakerato listed for 8 Singapore dollars, or $6. With the discount, it cost me SG$4.There were at least five orders waiting for collection before me. Still, my drink was ready in under five minutes, ready to be collected as soon as I scanned the QR code on my app. I didn't have to speak to a single person throughout the process.<div type="image" title="Luckin's ordering process was entirely digital, requiring no communication with the staff." height="768" width="1024" msid="115040695" hostid="261" sizebytes="75736"></div>After that, I walked about 100 feet to the nearest Starbucks, which had a large seating area. Some people in business clothes were taking lunch meetings there, while others hung around working on laptops.<div type="image" title="The interior of a Starbucks outlet in Singapore's business district." height="2835" width="3780" msid="115040693" hostid="261" sizebytes="737442"></div>The barista was friendly when I asked about the most expensive drink on their menu. It turned out to be one of their seasonal holiday drinks.I chose the Salted Pretzel Cocoa Oatmilk Latte, which came out to SG$10.20.Unlike Luckin, there was no one in line. I was out with my coffee, a venti-sized drink topped with crushed pretzels, in under three minutes, slightly faster than at Luckin.Overall, Starbucks' most expensive drink was more expensive than Luckin's. Luckin had more customers, so the wait time was slightly longer than in Starbucks.<h2 id="e3e55b2a-ebe2-4754-a009-07c30921fd35">The battle for coffee domination</h2>Luckin Coffee was founded in Beijing in October 2017. It filed for bankruptcy in the US in 2021 after the fallout of an <a target="_blank" class="" href="https://www.businessinsider.com/luckin-coffee-fabricated-310-million-in-sales-investigation-2020-4">accounting fraud scandal</a>, in which it was revealed that it had faked nearly half of its roughly $732 million sales from 2019.Today, it has 21,343 stores globally.Luckin launched its first international stores in Singapore in March 2023, and the city-state now has more than 40 outlets. Now, it's eyeing the US market for expansion opportunities."We are also actively evaluating opportunities in the United States and other markets," Luckin wrote in its Q3 earnings report.Representatives for Luckin Coffee didn't respond to a request for comment from BI for this story.Starbucks has 40,199 outlets globally — nearly twice as many as Luckin does. Of that count, 7,596 stores are in China, an increase from the 6,806 it had a year ago.When asked for comment, a Starbucks representative in China directed BI to the remarks made by Niccol and the brand's finance chief, Rachel Ruggeri, in its Q4 earnings call.In the call, Ruggeri said sales in China were "weighed down by intensified competition and a soft macro environment that impacted consumer spending."Luckin isn't Starbucks' only rising competition in the US. It's also contending with the likes of Dutch Bros. and 7 Brew."There are concerns about speed of service and operational complexity, and new menu innovation has been lacking," R.J. Hottovy, the head of analytical research at Placer.ai, told BI about Starbucks."Starbucks' decline in visits also comes at a time when other coffee and beverage chains are seeing year-over-year visit increases, reinforcing that new product innovations aren't connecting with consumers," he added.<h2 id="998c3bea-c071-471c-a5fb-74f3f2be2403">Analysts say Starbucks should be worried about Luckin Coffee</h2>Luckin's pricing and focus on technology gives it an edge over Starbucks, consumer analysts say.David Yu, a finance professor from NYU, told BI Luckin is "all about technology." By comparison, he said Starbucks' use of technology, such as ordering on its app, is "pretty weak."Yaling Jiang, a China consumer research expert behind the newsletter "Following the Yuan," published an article on Monday about Starbucks' performance in China. In it, Jiang said Starbucks has continually failed to "meet Chinese consumers' changing perception about product price."Nirgunan Tiruchelvam, a consumer and equity analyst at Aletheia Capital in Singapore, told BI that he thinks Luckin "has an edge over Starbucks at the moment" because of its novelty.However, he said Luckin may still be in an uphill battle in the US."Luckin Coffee's plans in the US may not go as smoothly as one would expect because the US is a very complex market, where Starbucks is much better entrenched than in Asia," said Tiruchelvam.He said it's also cheaper to set up outlets in Asian markets than in the US."The expansion costs, in terms of the cost of rolling out an outlet versus the payback from it, are actually far more challenging in the US than in Asia," Tiruchelvam added.Yu echoed those sentiments, saying aggressive discounting is not a sustainable approach for Luckin."I always say discounting is never a great long-term strategy. It could be used effectively for short-term purposes," he said.However, Starbucks' increasingly expensive price tag has created an "opening" for Luckin, Yu said."So I think that's good timing for Luckin's perspective if they're willing to go and discount and price aggressively under to gain customers," Yu added.

Starbucks and Luckin are in a fight for the global coffee market. I visited both to see how they stack up on price, menu, and vibe.

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

This article is part of "<a target="_blank" rel="noopener" href="https://www.businessinsider.com/category/workforce-innovation">Workforce Innovation</a>," a series exploring the forces shaping enterprise transformation.After a full day of seeing patients, Missy Scalise used to spend hours at home fleshing out the notes that go into medical records.Then, about a year ago, Scalise, an internal-medicine physician with Ascension Saint Thomas in Nashville, started using Suki, an artificial-intelligence tool that generates notes and other data based on her patient conversations."What used to take me two to four hours per full day of clinic now takes me about 30 minutes or so, at most," she told Business Insider.Having <a target="_blank" class="" href="https://www.businessinsider.com/doctor-burnout-ai-assistant-help-paperwork-administrative-tasks-2023-8">AI working in the background </a>to document what goes on in the exam room has given her more leeway to focus on patients, Scalise said. Several have told her that she seems more present, she added.Part of Scalise's role is chairing a committee on clinician well-being. A couple of years ago, AI wasn't on her radar. Now, she's pushing to get more colleagues to start using the technology to help boost their efficiency.That highlights an important reality: AI will likely change some aspects of nearly all jobs. To keep up, workers will have to <a target="_blank" class="" href="https://www.businessinsider.com/ai-older-workers-better-than-younger-could-help-hiring-2024-8">add skills and learn</a> as never before, and that will require employers' help.<div type="image" title="Missy Scalise sits with her sons" height="428" width="640" msid="112873678" hostid="261" sizebytes="25154"></div>The breadth of the change to come seems profound. In January, the International Monetary Fund predicted that AI could affect nearly four in 10 jobs globally. For advanced economies, the share of <a target="_blank" href="https://www.imf.org/en/Publications/Staff-Discussion-Notes/Issues/2024/01/14/Gen-AI-Artificial-Intelligence-and-the-Future-of-Work-542379?cid=bl-com-SDNEA2024001">jobs exposed to AI</a> rose to about six in 10 — about half of the latter in a negative way.In 2023, the World Economic Forum reported that employers expected <a target="_blank" href="https://www.weforum.org/publications/the-future-of-jobs-report-2023/digest/#:~:text=All%20but%20two%20technologies%20are,in%20the%20next%20five%20years.">44% of workers' skills</a> to be "disrupted" within five years.It all points to a workforce that will need <a target="_blank" class="" href="https://www.businessinsider.com/to-find-or-keep-a-job-become-a-specialist-2024-8">widespread retraining</a>.Ravin Jesuthasan, a coauthor of "The Skills-Powered Organization" and the global leader for transformation services at the consulting firm Mercer, told BI that chief human-resources officers and other leaders would need to think of training — particularly around AI — as something that's just as important as, for example, building a factory."Everyone needs to be really facile with AI," he said. "It's a nonnegotiable because every piece of work is going to be affected."Jesuthasan said that when he talks about AI's widespread reach, he often gets questions like, "Well, what about the plumber who came to my house?"Plumbers, he said, might spend 30 minutes of every few hours turning a wrench. Much of the remainder goes to things like scheduling appointments and understanding the setups of customers' fixtures and piping. AI can help with all that, Jesuthasan said.He said experimenting with AI was a good start but not a viable long-term strategy. More organizations are becoming deliberate in how they invest, he added. That might look like identifying well-defined areas where they will deploy AI so that everyone involved uses the technology.That's part of a mindset of continual learning and reinvention. Without that, he said, both the organization and its workers risk falling behind.Ultimately, Jesuthasan said, organizations should test and learn so that they can be judicious in how they deploy AI and see a return. This shift will require that leaders focus more on skills and less on the strictures of a particular job.It's a big shift."We're talking about the reversal of 140 years of learned behavior and organizational structure and processes to shift from jobs to skills as the currency for work," he said. "You can't eat the elephant in one bite."Jon Lester, the vice president of HR technology, data, and AI at IBM, told BI that business leaders should give experts in various parts of their organizations the time and space to learn what's possible — and to fail. He also said leaders should track the return on investment of their efforts and let their expert employees make decisions.Lester said it's insufficient to drop in the technology without giving other considerations."If we gave this technology without the learning, without the focus on process and experience, we just automated bad processes," he said.Another challenge with inserting AI into an organization is that it's often difficult to tell which skills workers possess and where they might need training.Asteri AI is a <a target="_blank" class="" href="https://www.businessinsider.com/healthcare-ai-startup-valuations-explode-after-downturn-2024-4">startup</a> that uses large language models to determine the skill levels of an employee base, identify gaps, and forecast what abilities might one day be needed.Julia Grace Samoylenko, Asteri's founder and CEO, told BI that skills are often hidden and difficult to capture and that they tend to change rapidly."We truly believe that AI is the key to solving this problem," she said.It's important for organizations to understand the <a target="_blank" href="https://www.businessinsider.com/ai-questions-consulting-firms-are-answering-for-clients-2024-6">capabilities of their workers</a>, in part, because it's not advisable — or even possible, in many cases — for <a target="_blank" class="" href=" https://www.businessinsider.com/ai-help-recruit-hire-employees-tech-women-bias-job-seeking-2024-1">employers to hire</a> their way out of a skills deficit, Samoylenko said. That can be especially the case with high-demand areas like AI."We strongly believe in the idea of investing in internal talent rather than bringing in external hires," she said.Aside from concerns about maintaining morale and institutional knowledge, training existing employees can also be easier on the budget. That's because the cost of <a target="_blank" class="" href="https://www.gallup.com/workplace/247391/fixable-problem-costs-businesses-trillion.aspx">replacing an employee</a> is, conservatively, half to two times the worker's annual salary, Gallup found.Major employers like Johnson &amp; Johnson are also using what's sometimes called "<a target="_blank" href="https://mitsloan.mit.edu/ideas-made-to-matter/how-companies-can-use-ai-to-find-and-close-skills-gaps">skills inference</a>" to get a snapshot of workers' skills and how they might be improved.<div type="image" title="54% of HR and talent acquisition leaders say they are hopeful about the potential impact of AI at work." height="1000" width="2000" msid="112873681" hostid="261" sizebytes="40548"></div>For employers that want to <a target="_blank" class="" href="https://www.businessinsider.com/ai-tackling-jobs-humans-dont-have-time-for-or-want-2024-2">train their workers</a>, an obvious challenge is making sure it's effective.Elise Smith, a cofounder and the CEO of Praxis Labs, told BI that AI could make learning more personalized. The company uses the technology to simulate various work situations. That might involve giving difficult feedback or managing someone who's being disruptive to a team, she said.Praxis Labs is focused on middle managers and potential strong performers because, Smith said, training on these types of interpersonal skills is often concentrated among C-suite leaders."They often have executive coaches," she said. "They're doing role-plays. They're getting coaching on how to navigate these moments all the time." By using AI, Smith said, that type of training can be scaled to reach more workers.Managers can give oral or written feedback in simulations, and the AI can interject to point out slipups."Midconversation, if you haven't asked an open-ended question, we might nudge you to do that because you may not fully understand the situation," she said. "And asking questions is a powerful skill."Smith said the benefits of training could extend beyond the knowledge itself. She said clients had reported managers and employees feeling more engaged. And if the training is successful, it's more likely to stick, Smith added."You're more likely to change your behavior when you're confident about what you've just practiced and that skill you've just built," she said.Organizations are also looking to use <a target="_blank" class="" href="https://www.businessinsider.com/ai-career-advice-coach-gen-z-workers-get-ahead-2024-2">AI to empower workers</a> in other ways.Nathalie Scardino, Salesforce's chief people officer, told BI that the company's philosophy is that having AI tools at hand helps workers learn and improve their skills because the tech becomes incorporated into their daily workflow."You're bringing them along in the continued learning experience," she said.Salesforce has pumped out more than 50 AI applications to help its workers do their jobs in new ways, Scardino said. The goal is to make sure workers continue to learn and experiment."Everyone should be able to work with AI and understand the use cases behind the advantages of working with AI," she said.Charlotte Relyea, a senior partner at McKinsey &amp; Co., believes that leaders need to plan now so they can better forecast the abilities workers will need. Given the importance of this task, she said, the process will likely involve not only the head of HR but also the CEO."It's going to require real investment in upskilling and reskilling," she told BI. "So organizations need to be prepared for that."Relyea said leaders should prioritize where they focus most of their efforts on building skills. So it's probably more worth it to train a team with low turnover than one that's always seeing new faces.Leaders need to think about this as a transformation — what she described as "painting the picture of the future."In a recent <a target="_blank" href="https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/gen-ais-next-inflection-point-from-employee-experimentation-to-organizational-transformation">McKinsey survey</a>, nine in 10 workers said AI tools could improve their work experience. And, often, workers reported incorporating AI into their work faster than their employers."How do you actually harness some of the energy that employees are putting into using gen AI?" Relyea said.She said employers should consider how they could create ways for workers to share ideas and make testing and learning part of the culture.Scalise, the doctor in Nashville, believes that AI tools like the one she's using will be the future of medicine. She's pushing to give the internal-medicine residents she oversees access to the technology as well so that they don't get burned out by administrative tasks and can better focus on patients' needs. She said in the 18 years she's been a doctor, no other tool has changed her practice to this degree."I didn't know it would be this groundbreaking," Scalise said. "I'm ecstatic that it's been so effective."

AI will reshape the global labor force. Employers will need to help their workers keep up.

Tucked beneath a 48-story San Francisco skyscraper, at the far end of the parking lot on the first subbasement level, is a door with a keypad lock. An unimposing sign reads "Utility Meter Room." Behind the door is a tangled clot of pipes: yellow, blue, and orange, each one as wide as a 100-pound barbell plate. The pipes — along with thousands more just like them, winding their way under more than 600 American cities, campuses, hospitals, and airports — are more than a blast from our industrial past. They're a steampunk vision of the future.I've come to 345 California Center, a postmodern hexagon that towers over San Francisco's financial district, to get a look at the hottest new idea for how to break the <a target="_blank" href="https://www.businessinsider.com/san-francisco-doom-loop-fix-american-city-housing-transit-2023-7">urban doom loop</a> — the post-pandemic, remote-work apocalypse that is hollowing out America's cities. And when I say "hottest," I don't mean it metaphorically. It's like a sauna down here. Because the Utility Meter Room doesn't run on a self-contained, industrial-sized boiler, like most big buildings. Instead, it's drawing a feed of blistering, high-pressure, vaporized water from a century-old loop of steam pipes that runs beneath the city's streets. The steam loops are a relic of the 19th century, as forgotten as the <a target="_blank" href="https://www.cabinetmagazine.org/issues/41/steenson.php">pneumatic tubes</a> that used to shoot mail all over American cities. But unlike the pneumatic tubes, the steam loops are still there — and they can provide enough heat to keep a building like 345 California Center nice and toasty, even on the coldest of days.The steam loops are part of an antiquated system known as "<a target="_blank" href="https://www.businessinsider.com/recycling-waste-heat-abundant-sustainable-energy-source-2023-7">district energy</a>." It was basically a shared-services model: a utility would make steam at a central location and then pipe it out to every building in the city. Nobody had to provide their own heat — it was way more convenient, and cheaper, to get it from a common source. But then cities began to abandon district energy. Buildings, businesses, and homes started making their own hot water in boilers fueled by coal, then oil, then natural gas. Sometimes it was cheaper, and maybe it was more convenient. But it also set the planet on fire. More heating meant more greenhouse gases, and more <a target="_blank" href="https://www.businessinsider.com/climate-change-global-warming-extreme-heat-inflation-global-economy-impact-2024-3">global warming</a>. Which brings me back to our steampunk future. Today, <a target="_blank" href="https://www.businessinsider.com/companies-brag-green-but-offices-have-long-way-to-go-2022-4">cities are starting to price the looming climate catastrophe</a> into their energy costs. Starting this year, commercial buildings in New York City will be slapped with steep fines if they're emitting too much carbon. Boston and Washington have similar "decarbonization" laws in place, and <a target="_blank" href="https://www.kqed.org/science/1992085/san-francisco-will-continue-enforcing-gas-ban-in-new-buildings-despite-berkeleys-repeal-of-similar-rules">San Francisco isn't allowing natural gas</a> in any new construction. That means businesses need to find a cleaner, cheaper source of heat. And those ancient steam loops beneath the streets are starting to seem like a ready-made solution."The real benefit of a district-energy system, especially in cities, is the distribution system," says Kevin Hagerty, the CEO of Vicinity Energy. "If a city wants to decarbonize, and they have a district-energy system, it's much easier. They don't have to change things on a building-by-building basis."<div type="image" title="An orange upright pipe vents steam into the night sky in front of a building with stone arches and gaslamp-type lights, and parked cars on an urban street" height="2946" width="3927" msid="110505068" hostid="261"></div>In July, Vicinity is installing what will be the nation's first zero-carbon urban steam loop. Drawing electricity from the increasingly decarbonized New England grid, powered by solar and offshore wind, the utility will use the energy to boil water and then deliver steam directly to Boston office buildings and restaurants and storefronts through the city's antiquated maze of pipes. It's a remnant of the Industrial Revolution being used to forestall a lethal climate evolution.District energy could also be a godsend to businesses struggling to survive the current landscape of empty offices and boarded-up shops. By taking steam right out of the street beneath them, commercial landlords can pay less for their utilities and avoid carbon fines — which means they can lower their rents and hold on to tenants who might otherwise bail. District-energy loops also eliminate the need for boilers and other cumbersome building infrastructure, freeing up space for tenant-grabbing amenities like gyms, roof-decks, and golf simulators. (Yep. That's a real thing.)The other choice? Spend thousands to upgrade a building's energy systems — cash that landlords don't have on hand, and an expense they can't pass along to tenants. "If you're a building owner, district energy allows you to pay a small premium on your service to get that type of steam," says Blake Ellis, a principal at the engineering firm Burns &amp; McDonnell. "Then you don't have that big capital outlay you probably don't want right now." Especially if, as in many downtowns, your building is only 70% occupied.About a third of the cost of running a commercial building is energy. And according to one major study, a building as energy-efficient as 345 California Center can charge 20% more for rent than a comparable, inefficient building. Every dollar saved in energy costs, the study found, equates to 3.5% higher rent. And it's a lot easier to be energy efficient if all you have to do is plug into a carbon-free steam loop. "This building is 40 years old," Tim Danz, the chief engineer for 345 Cal, tells me. "But we're using the latest technology to manage our energy." He points to the gnarl of pipes that shoots the steam up to the 36th floor, where it's used to cook a water supply large enough to heat the entire building. Having a boiler, Danz explains, "would be another system we would have to provide care and feeding for." District energy, by contrast, is just there for the taking, right beneath our feet.The most convincing evidence that steam loops make economic sense comes from who's getting into the district-energy game. Vicinity, the nation's biggest clean-steam provider, is owned by Antin Infrastructure Partners, a leading private-equity firm. Cordia, an energy provider operating in 10 cities, is partially owned by the private-equity giant KKR. Everyone needs heat — which makes it a highly bankable investment. "These private-equity funds come in and find areas where they can put capital into a business and get a nice steady rate of return," Hagerty says. "Decarbonizing takes capital, and private equity is a great source of capital." In the long run, of course, private equity may decide to do what it always does and load up these new energy businesses with massive amounts of debt before dismantling them for parts. But for now, the big money sees big profits to be made from <a target="_blank" href="https://www.businessinsider.com/america-build-infrastructure-transportation-housing-regulation-environment-2023-11">America's forgotten infrastructure</a>. Outside of places like airports and college campuses, the idea of district energy fell out of favor long ago. We let the systems go fallow — but fortunately, all the accumulated infrastructure we buried on top of the old steam loops made it impossible to dig their little-used pipes out of the ground. So the whole thing was still down there, waiting, when COVID drove millions of city dwellers to head for the countryside. Now, by drawing heat from their old steam loops, America's cities have an opportunity to jump-start all the downtown commerce that was crippled by the pandemic. And it could happen all over the place! Dozens and dozens of cities have steam loops they can use, from New York and Chicago to Miami to San Diego and Portland and Milwaukee. What's more, lots of companies these days are looking for greener buildings, both to save money and to burnish their environmental bona fides. From AI startups to biotech companies, steampunk-heated buildings could become the cool new place to be. "Forward-minded companies want to be in a building that doesn't have any on-site fossil-fuel combustion," says Costa Samaras, the director of the Scott Institute for Energy and Innovation at Carnegie Mellon. "The best, greenest buildings will be net-zero buildings. They'll be considered a premium asset. The challenge is, are we going to get enough premium assets in time?" Meaning: Can we use steam loops to fix the urban doom loop before the climate doom loop dooms us all?<a target="_blank" href="https://www.businessinsider.com/author/adam-rogers">Adam Rogers</a> is a senior correspondent at Business Insider.

The steampunk technology that could save America's cities

<ul class="summary-list"><li>Google faces a landmark antitrust trial over its alleged digital ad market monopoly.</li><li>The DOJ and 17 states allege Google used acquisitions and ad auction tactics illegally.</li></ul>Google executives and lawyers are headed to the Eastern District of Virginia Courthouse on Monday to face a landmark antitrust trial that could result in the breakup of its business.That outcome would be a boon for Google's adtech rivals but wouldn't necessarily provide an instant panacea for the publishers and advertisers that have come to depend on its services.The case, brought by the US Department of Justice and 17 state attorneys general, alleges that Google used acquisitions and anticompetitive ad auction tactics to build an illegal monopoly of the digital ad market.The trial is focused on the open web display ad market and the tools that power the ad auctions that happen in the milliseconds it takes for a webpage to load.Google owns an ad server that publishers use to manage their ad inventory, buying tools that advertisers use to purchase ads, and an ad exchange that connects the two. It owns the most popular of all three technologies, which the DOJ alleges helped the company impede rivals, inflate advertising costs, and reduce revenue for publishers.The trial is set to last multiple weeks, and Google will likely appeal if the judge doesn't rule in its favor. That means it could be months before the real ramifications of the case are known.Still, the case is being closely watched by all members of the online ad ecosystem, which is expected to reach some <a target="_blank" class="" href="https://chart-na1.emarketer.com/265167/digital-ad-spending-worldwide-2022-2027-billions-change-of-total-ad-spending#_gl=1*i6ho3e*_gcl_au*MjM0MjQ1ODQ0LjE3MjI5NDExNzUuMTI1NDc4NTAuMTcyMjk0MTE3Ni4xNzIyOTQxMTc4">$691 billion in spending this year</a>. The DOJ and the states are seeking a breakup of Google's adtech business. Such a move would not only transform the online advertising landscape. It would be the "biggest forced corporate shake-up since Microsoft unbundled the Internet Explorer browser in 2000," Macquarie media tech analyst Tim Nollen wrote in a recent research note.Business Insider interviewed analysts, legal experts, and adtech insiders to explore how the industry would shape up if Google is declawed. Google on Sunday published a <a target="_blank" class="" href="https://blog.google/outreach-initiatives/public-policy/google-ad-tech-sept-2024/">blog post</a> that said it intends to show in court how advertisers and publishers choose to use its adtech because it "simple, affordable, and effective."<h2 id="d9ba6873-391d-40b5-ab40-742d45033c22">A Google breakup would be a major boost for rival adtech firms like The Trade Desk and Magnite</h2>It's hard to find an adtech company that isn't gunning for Google to lose this case.The DOJ wants the judge to rule that Google needs to separate its publisher adtech — the DoubleClick for Publishers ad server and its Google AdExchange — from its advertiser adtech, namely its Google Ads and Display &amp; Video 360 ad-buying platforms.<div type="image" title="Google's ad tech stack" height="666" width="1276" msid="113191335" hostid="261" sizebytes="24658"></div>The argument goes that by owning the entire adtech stack, Google has access to a huge pool of ad inventory that it can tie to demand on its ad-buying platforms. That setup means most publishers select Google as their ad server, the complaint argues.Plus, Google has troves of user data from its logged-in users on platforms like Chrome and Gmail. Combined, that gives Google wide visibility across the entire auction process, the ability to refine its bids accordingly, and a way to self-preference its own ad inventory tech, the complaint says.Many industry experts think that untethering Google's supply and demand side would level the playing field for competing tech companies with big advertising businesses, such as Meta and Amazon, as well as pureplay adtech firms. That, in turn, could boost innovation in the space, reducing costs for advertisers and increasing revenue for publishers, some experts say."[Demand-side platforms] like The Trade Desk, [supply-side platforms] like Magnite and PubMatic, specialist ad tech services like Criteo, and companies supporting alternative IDs and data collaboration like LiveRamp, all should see a better competitive landscape without the heavy hands of Google scooping up so much of the business itself, and for its own purposes (YouTube)," Macquarie's Nollen wrote in a recent research note.Separately, a divestiture could encourage more transparency and traceability of data flows within the online ad ecosystem, Elettra Bietti, assistant professor of law and computer science at Northeastern University, told Business Insider."Transparency, in turn, could lead to better regulation of surveillance and behavioral advertising, which is currently a significant concern for privacy advocates," she added.<h2 id="22fbad15-d850-486a-8c45-0310325ac6af">A DOJ win isn't necessarily good news for all publishers and advertisers</h2>Google and its lawyers are expected to argue in court that a breakup of its adtech stack would harm publishers and advertisers and make it more difficult for the company to invest in important research in areas like artificial intelligence.The barrier to entry to start advertising on Google Ads is incredibly low, which is part of the reason why it has attracted so many small business advertisers.Mark Jamison, director and professor of the Public Utility Research Center and director of the Digital Markets Initiative at the University of Florida, has <a target="_blank" class="" href="https://www.aei.org/technology-and-innovation/small-businesses-should-be-wary-of-a-breakup-of-google/">said</a> a breakup of Google and the resulting free-for-all from lower quality adtech players could result in higher ad prices and lower quality ads."Absent evidence that Google is artificially restricting the quantity or quantity of ads, and that consumers would accept more ads, a breakup of Google's business will harm small businesses by removing their preferred advertising channel," he told Business Insider.One publisher tech executive, who asked for anonymity to preserve business relationships, said while many in the publishing community are unhappy with some of Google's historical actions, a breakup might not be the best outcome.This executive said that if Google sold off its sell-side business, its DV360 ad-buying platform might not have any incentive to continue spending on the open web and instead just direct even more ad dollars to Google's own platforms. Separately, they said that while a separation of Google's ad server and its ad exchange would be good for competition in the adtech market, it might drive ad server costs up for publishers.Google's ad server is "a loss leader, they make all their money in AdX," the exec said, referring to Google's ad exchange that connects buyers and sellers.<h2 id="302448a4-afd4-4a39-b44d-78c9314e5f31">Global regulators have Google in their sights, too</h2>Any unraveling of Google's ad empire would be complex.A separate adtech company would still likely be worth billions, meaning any potential suitor with enough capital to acquire it would encounter its own competition issues. It's more likely that it would be spun off into a separate company. But then there's also the technical challenge of untangling assets that, by design, have become so intertwined.Either way, experts generally think Google will probably come away from this trial with a bloody nose as regulators are increasingly taking a dim view of its advertising practices. The company recently lost a separate search ads antitrust trial.Over the pond, the European Union said last year it might look to <a target="_blank" class="" href="https://www.wsj.com/articles/eu-says-it-may-seek-breakup-of-googles-ad-tech-business-b988fd78">break up</a> Google's adtech business. And just last Friday, the UK's competition watchdog <a target="_blank" class="" href="https://www.gov.uk/government/news/cma-objects-to-googles-ad-tech-practices-in-bid-to-help-uk-advertisers-and-publishers">said</a> its investigation into Google's adtech practices had provisionally found Google had abused its dominant positions in operating its publisher ad server and ad buying tools. In a statement, Google said it disagreed with the CMA's findings, which it said were based on "flawed interpretations of the ad tech sector.""It's a bad month to be a monopolist," <a target="_blank" class="" href="https://www.linkedin.com/posts/ariellesgarcia_usvgoogle-activity-7237762680244113408-tR5g?utm_source=share&amp;utm_medium=member_desktop">wrote</a> Arielle Garcia, director of intelligence at adtech watchdog Check My Ads.

Inside the landmark Google adtech antitrust trial that could transform the $700 billion global digital ad market

<keyword id="19950119" type="General" weightage="20" keywordseo="Tata-Consultancy-Services" source="keywords" meta.keywordsubtype="org" meta.entityname="Tata Consultancy Services" meta.hostid="153" meta.entityid="Tata Consultancy Services">Tata Consultancy Services</keyword> (TCS), has expanded its partnership with <keyword id="20167467" type="General" weightage="20" keywordseo="Rolls-Royce" source="keywords" meta.keywordsubtype="org" meta.entityname="Rolls-Royce" meta.hostid="153" meta.entityid="Rolls-Royce">Rolls-Royce</keyword>, a British multinational specialising in civil aerospace, defence aerospace, services, and power systems, to advance sustainable aviation initiatives. According to a press release, the collaboration focuses on researching <keyword id="22499621" type="General" weightage="20" keywordseo="hydrogen-fuel-system-technology" source="keywords">hydrogen fuel system technology</keyword>, reinforcing the potential of hydrogen as a zero-carbon <keyword id="20178417" type="General" weightage="20" keywordseo="aviation-fuel" source="keywords">aviation fuel</keyword> of the future. TCS will supply engineering skills and support to Rolls-Royce to tackle three key challenges in enabling hydrogen for aviation- fuel combustion, fuel delivery, and fuel system integration with an engine. All elements must be validated for safe operation. This partnership highlights TCS's commitment to driving sustainable transformation across industries, aligning with its broader mission to harness technology for positive societal impact. The International Air Transport Association (IATA) has set targets for net zero carbon emissions by 2050. Alan Newby, Director, Research and Technology, Rolls-Royce, said, "We welcome TCS to our hydrogen research programme and their engineering skills will play a valuable role in addressing our technology goals. We've already made great progress and having TCS with us gives us additional capability as we move forward on our journey to enable the energy transition for the aviation sector." The expanded partnership was announced at the Farnborough International Airshow, where TCS also showcased its technological prowess in the aviation industry. This collaboration builds on a long-standing relationship between Rolls-Royce and the Tata Group, including engine development and a robust supply chain commitment. TCS has worked with Rolls-Royce since 2010 in areas such as design, manufacturing engineering, control systems, software, after-market services, and IT services, supporting major civil and business aviation programs and the end-to-end product development lifecycle. Anupam Singhal, President - Manufacturing, TCS, said, "The partnership between TCS and Rolls-Royce is an exciting one that represents a powerful alliance in the quest for <keyword id="22500175" type="General" weightage="20" keywordseo="sustainable-aviation-solutions" source="keywords">sustainable aviation solutions</keyword>. We are aligned with Rolls-Royce's ambition for a greener future. This partnership is the perfect opportunity to put our technological strengths and passion for the environment to use for advancing innovation and fostering an eco-friendlier aerospace sector." TCS will leverage its deep domain knowledge of the aircraft manufacturing industry to support Rolls-Royce's engineering activities such as system design, component design, supply chain support, and program management. These services will help Rolls-Royce research hydrogen technology to address the challenges of fuel combustion, fuel delivery, and fuel systems integration with an engine, ensuring all elements operate safely. Regu Ayyaswamy, Senior Vice President and Global Head- Internet of Things and Digital Engineering, TCS, said, "TCS and Rolls-Royce have been partners in advancing engineering excellence for nearly a decade. The new partnership for research into hydrogen fuel systems represents a pivotal next step at a time when the aviation industry is faced with the urgent challenge of reducing carbon emissions while maintaining performance and efficiency. It aligns well with TCS' commitment to harness technology for positive societal impact and building a greener future." TCS has been on a mission to harness the power of technology for positive societal impact and drive sustainable transformation across industries. With more than 200 sustainability offerings, TCS is helping customers around the world in their sustainability journeys. As a Tata group company, TCS is also conscious of its impact on the environment. In 2021, TCS set an ambitious sustainability target to reduce its absolute emissions by 70 per cent across Scope 1 and Scope 2 by 2025 from the baseline year 2016 and to achieve net zero by 2030. By FY24, TCS had already reduced its absolute carbon footprint across Scope 1 and Scope 2 by 80 per cent over a baseline of 2016, exceeding its target achievement by 10 per cent, one year ahead of time. (ANI)

TCS collaborates with Rolls-Royce for hydrogen research programme

As <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword> prepares to organise its first-ever global artificial intelligence (<keyword id="6355999" type="General" weightage="20" keywordseo="ai" source="Orion">AI</keyword>) summit in December, Walter Sun, Global Head of AI at cloud software major <keyword id="6358384" type="General" weightage="20" keywordseo="sap" source="Orion">SAP</keyword>, has said that the government and other stakeholders can learn a lot from companies like SAP in terms of helping provide the information they need to make robust decisions on AI. In a conversation with IANS, Sun who is an industry veteran with more than 18 years, said that the more informed the governments are on AI, the more enlightened decisions can be made to accelerate innovation without harming end-users. "The more we connect with the government on building responsible AI together, the more it will also become easier for us to innovate while talking about proper regulations for the whole industry," he noted. "We spend a lot of time talking to customers and working on the latest technologies. So governments can learn a lot from us in terms of helping provide the information they need to make better decisions," the SAP executive told on the sidelines of the company's flagship 'TechEd' conference in Bengaluru this week. After the successful AI Safety Summit in the UK, the Global Partnership on Artificial Intelligence (GPAI) in New Delhi next month will further deliberate upon the risks associated with artificial intelligence (AI) -- in the presence of world leaders -- before a global framework is reached in Korea next year, according to <keyword id="205969" type="General" weightage="50" keywordseo="rajeev-chandrasekhar" source="Orion">Rajeev Chandrasekhar</keyword>, Minister of State for Electronics and IT. As the council chair of GPAI, India is set to host the annual summit at Pragati Maidan in Delhi from December 12-14. Sun's technological journey extends back to 2005, when he held pivotal roles in research and product development at Microsoft. Notably, he was instrumental in the creation of Bing Predicts, a pioneering platform utilising anonymised and aggregated data for predictive analytics. This innovation enabled the integration of AI features across <keyword id="696988" type="General" weightage="50" keywordseo="bing-search" source="Orion">Bing Search</keyword>, Windows, Dynamics 365, and the Power Platform. Sun has a strong belief in the ability of generative AI to revolutionise various industries. "Responsible AI is on top of the mind for SAP. I think it's extremely important that whenever we build AI, especially generative AI which has a much larger footprint of algorithmically produced content, we keep a close eye on what we're delivering to our customers," Sun emphasised. "We know that governments care so we want to partner with them. We also want to lead the way ourselves because we know AI technology. We can partner with governments to explain what we're doing and hope that they can follow our leads," he added. According to him, generative AI can help businesses save money, make them more efficient and productive and also make the lives of employees better, as the realms of enterprise software and AI continue to converge. As generative AI begins to disrupt businesses of all sizes globally and in India, Cloud solutions major SAP this week launched new AI capabilities and advancements for developers to build generative AI-based apps and solutions. With Sun at the helm of SAP's AI initiatives, the company is poised to usher in a new era of innovation, offering clients groundbreaking solutions to tackle their most pressing problems. (<keyword id="1588655" type="General" weightage="50" keywordseo="nishant-arora" source="Orion">Nishant Arora</keyword> can be reached at nishant.a@ians.in) --IANS na/ksk

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