Instagram CEO Adam Mosseri told a court during a Los Angeles trial that he does not believe that users can be “clinically addicted” to the platform. His testimony was part of a series of significant social media trials accusing companies of intentionally designing addictive features that negatively impact young people’s mental health. Mosseri, the first executive to testify in the trials, refuted claims that the platform prioritized making money over the mental health of young users. “There’s always trade-off between safety and speech. We’re trying to be as safe as possible and censor as little as possible,” Mosseri said. He emphasized the importance of distinguishing between “clinical addiction” and “problematic use” when it comes to social media. Mosseri defines problematic use as “someone spending more time on Instagram than they feel good about.” The 43-year-old emphasized Instagram’s commitment to teen safety, noting that the platform tests new features for young users before launching them. The case centres around a 20-year-old referred to by the initials “KGM,” who claims her mental health was adversely affected by the platform’s addictive features. When asked about the plaintiff spending 16 hours on Instagram in a single day, Mosseri responded, “That sounds like problematic use.”
It’s the one that consistently makes them more money.
People don’t ignore advice because it’s wrong—they ignore it because it’s uncomfortable.
Saving money means spending less today. Eating healthy means passing up what tastes best right now. And effective marketing? That usually means doing more than what feels safe—or sane.
After providing 128,706 business owners nationwide with results-based marketing campaigns, I can tell you this with certainty: The marketing strategies that create real, lasting growth are rarely the ones people want to hear.
I’ve spent over 25 years helping businesses generate leads and grow revenue. Along the way, I’ve noticed something fascinating. There’s one piece of advice I give that consistently makes business owners uneasy. It’s questioned and debated. In fact, they flat-out hate it.
Here it is: To effectively grow your business, you have to market more than your competitors—more than you think is actually sane.
That statement alone turns people off. It sounds excessive. Risky. Maybe even self-serving, coming from someone in marketing. But the truth is it doesn’t matter who you market with—or even whether you do it yourself or hire help. The principle stands on its own.
But you don’t have to take my word for it—I come with receipts.
To reach growth goals, spend more on marketing
Gartner research demonstrates that the average 2025 marketing budget stalled at 7.7 percent of company revenue—and that is the same level as 2024. The recommended average marketing spend is 10 percent, but my mantra is do as much as you possibly can and then some!
You have to be willing to market yourself in quantities that feel insane to others. That’s what it takes to create real growth and momentum.
Take a look at these companies who spent far more than 10 percent within the last year, and it made a huge impact on their revenue:
Monzo, a UK-based bank, increased its marketing spend 77 percent in 2025 and surpassed £1 billion in revenue, a first for them.
Indian retailer Nykaa decided to increase sales and marketing spend 29 percent and reported a 61 percent increase in quarterly profit growth and a 27 percent rise in revenue as a result.
Guardant Health, a cancer screening biotech firm, increased sales and marketing spend 30 percent and reported a 21 percent year-over-year revenue increase.
I also have firsthand experience, so you know I practice what I preach.
To stay on top, be consistent with your marketing
I started PostcardMania in 1998 with no investors and no cash—just a marketing plan I refused to abandon. That commitment took our revenue from zero to over $100 million a year.
Early on, I spent more on marketing than I paid myself—and I still do. I drove the same paid-off Nissan well past our first $1 million because I understood one simple truth: The size and consistency of my marketing directly controlled our growth. Growth was my top priority then, and still is.
Today, I mail about 232,000 postcards weekly and invest roughly $50,000 a week in online ads just advertising my business. Since 2020, we’re averaging nearly 15 percent annual revenue growth every year after a decade of averaging 5 percent annual growth. Just last year, we set a new all-time company record in leads generated. I can point to many factors behind that success—but it all starts with my dedication to marketing more than anyone thinks is sane.
So when I say this works, I’m not speaking in theory. I’ve lived it.
I know committing serious dollars to marketing can feel scary—but discipline beats comfort every time. Trust the process, track everything, double down on what performs, and refine what doesn’t.
Do that consistently, and the payoff isn’t just possible. It’s inevitable.
Never let the economy affect your marketing investment
Unstable economic conditions are not a reason to cut your marketing budget—in fact, they’re the exact reason not to.
When things get tight, most businesses pull back or shut off their marketing entirely. That instinct feels safe, but it’s also one of the fastest ways to hamstring your revenue or even put your business at real risk.
When the pandemic hit, Coca-Cola cut its advertising budget by roughly 35 percent, but Pepsi didn’t make any cuts.
Due to this decision, Coca Cola experienced big losses in 2020. Their quarterly revenue shrunk over $1 billion in a single quarter, dropping 16.9 percent from Q1 to Q2. They went from being up 6.96 percent in 2019 to down 28.48 percent in June of 2020 in year-over-year quarterly growth.
In fact, Coca-Cola revenue was down the entirety of 2020 and didn’t rebound until 2021. Meanwhile, PepsiCo returned to growth mode after being down a single quarter. That growth ended up lasting years as they gained more market share.
I made the same call PepsiCo did. When shutdowns began, I refused to stop marketing—and I refused to lay anyone off. That decision wasn’t easy—PostcardMania’s weekly revenue dropped about 40 percent, a swing of more than $500,000 a week—but it paid off.
I stuck to my guns and kept our marketing budget fully funded. And recovery came fast.
By April, revenue was back to pre-shutdown levels. By July, we set a new company record for monthly revenue—and broke it again in October. Despite the economic chaos, we finished 2020 up 10 percent over 2019. Then the momentum compounded. We entered 2020 as a $60 million business, and today we’re at nearly $120 million.
Marketing aggressively—when it feels uncomfortable or even “insane”—has been a massive growth lever for my company and countless others. And it can do the same for you.
So when you are at that fork in the road to take the shortcut or the uphill one, take the challenge. You’ll be far stronger and happier you did.
A researcher has resigned from OpenAI, warning that ChatGPT ads could manipulate users in subtle ways. The concerns highlight a growing debate about how much influence AI systems should have over the people who rely on them.
Is OpenAI evil? It sounds like a definitive “maybe,” after reading this piece from former researcher Zoë Hitzig.
OpenAI and other AI-adjacent companies have seen a spree of high-profile resignations recently, with ascending levels of alarm over the impacts its products are, or potentially will have on society.
In nature, superior iterations of species tend to eradicate lesser versions of themselves. We’ve seen research from Anthropic, showing its AI literally choose to murder humans in virtual scenarios rather than allow itself to be shut down. We’ve seen other LLMs actively opt into deception and other dark patterns to achieve their results, raising the spectre of misalignment scenarios — akin to what happens in The Matrix. “The best way to save humanity is to destroy it,” and the like.
Fears about OpenAI and other large language model tech companies run the gamut from Terminator-style sci-fi doomsday scenarios to potentially more grounded fears over economic upheaval. Our entire economy is based on human-led work. What does a post-human economy look like? What does a post-human society look like?
ChatGPT ads will manipulate users in ways we don’t have the tools to understand.
Companies like OpenAI, Google, and Microsoft aren’t really waiting around to figure those questions out. Instead, they’re planning to let them play out in real time and pick up the pieces later, whether we like it or not.
One thing that could put the brakes on the self-imposed destruction of society is pure economics. Today, OpenAI costs billions of dollars per year to run and brings in a paltry amount of revenue. Investors have become increasingly spooked by the costs associated with AI, and have handed Amazon and Microsoft multi-billion-dollarwrite-downs on their market capitalization as a result.
Companies like Microsoft and OpenAI are desperately trying to figure out how to actually monetize this AI stuff. Microsoft is focusing on improving efficiency with custom chips, OpenAI, however, is looking to ads … (Image credit: Microsoft)
Companies like Google and Microsoft are prioritizing enterprise applications and data centre efficiency improvements to help offset their AI costs, but OpenAI isn’t really in a position to achieve some of this. They don’t have the software stack and enterprise relationships that Microsoft does, nor do they have the first-party cloud infrastructure that Microsoft, Google, or Amazon do.
So, the firm is turning to ads.
Surprise, surprise, right? Nothing is free. Facebook, YouTube, Bing, Google … — if it’s free, it’s usually powered by ads. But the application of those ads gets increasingly nefarious the deeper you get into it. Based on your interests on Facebook, YouTube, and so on, Meta and Google can serve you granular, laser-targeted ads that can exploit your characteristics. I’m in my late 30s, and I’ve started getting a lot of ads about hair replacement treatments lately on Instagram, for example.
I’d say today’s ad platforms are fairly innocuous, and perhaps irritating at best. Some are worse than others, of course. Exploiting users’ fears and desires is commonplace if you use TikTok and Instagram for ads, but a recent article in the New York Times caught my eye about how much darker and dystopian ChatGPT‘s own ad platform might end up being.
OpenAI has seen a flurry of resignations over the past couple of years, as researchers fear the “not-for-profit” firm has fully lost its way. For one former researcher, Zoë Hitzig, ChatGPT’s ad platform was the final straw. In her op-ed, she sounds the alarm over the scale of potential harm OpenAI’s ad platform might do to its users, and potentially, society at large.
ChatGPT is getting ads, and they may end up more dystopian than even Meta’s. (Image credit: Sam Altman photo (Getty Images | Bloomberg), edit Windows Central)
“I once believed I could help the people building A.I. get ahead of the problems it would create,” Hitzig explains. “This week confirmed my slow realization that OpenAI seems to have stopped asking the questions I’d joined to help answer.”
Hitzig specifically calls out OpenAI’s insertion of ads into the free tiers of its ChatGPT products. She believes that OpenAI is sprinting towards monetization without consideration for the potential harm this could do — and it revolves entirely around just how honest users are with the uncanny chatbot.
“I don’t believe ads are immoral or unethical. A.I. is expensive to run, and ads can be a critical source of revenue. But I have deep reservations about OpenAI’s strategy,” Hitzig continues.
“For several years, ChatGPT users have generated an archive of human candor that has no precedent, in part because people believed they were talking to something that had no ulterior agenda. Users are interacting with an adaptive, conversational voice to which they have revealed their most private thoughts. People tell chatbots about their medical fears, their relationship problems, their beliefs about God and the afterlife. Advertising built on that archive creates a potential for manipulating users in ways we don’t have the tools to understand, let alone prevent.”
Imagine a salesman armed with the entire summation of humanity’s research on market psychology, with the turbo-charged greed of a multi-national corp, and the cold dispassionate amorality of a sociopath.
Hitzig is essentially suggesting that because of how people use ChatGPT, OpenAI will eventually afford itself the world’s most manipulative ad-delivery mechanism in history. Right now, ads on Instagram are pretty spooky already for their ability to target your interests, but imagine an ad engine that can actively talk you into buying shit you don’t need by exploiting your specific psychology. Imagine how youngsters or vulnerable people could be exploited by a high-powered artificial intelligence. Imagine a salesman armed with the entire summation of humanity’s research on market psychology, with the turbo-charged greed of a multi-national corporation, and the cold dispassionate amorality of a sociopath.
“OpenAI says it will adhere to principles for running ads on ChatGPT: The ads will be clearly labelled, appear at the bottom of answers, and will not influence responses. I believe the first iteration of ads will probably follow those principles. But I’m worried subsequent iterations won’t, because the company is building an economic engine that creates strong incentives to override its own rules.”
I remember the first iterations of ads on Facebook and Google, easy to ignore, appearing in the sidebar, and easily blocked by uBlock or something similar. Compare those to today’s high-tech, eerie Instagram or TikTok ads that themselves have become memes for seeming to know about things you want before you even know yourself.
Indeed, this isn’t even vaguely far-fetched or even slightly controversial or conspiratorial — Instagram and Facebook are half way there already.
Imagine that turbocharged even further, with an industrial-scale alien intellect distilling your entire psychological profile with the express goal of selling you stuff. Forget the fairy tale claims of “boosted productivity,” curing deadly diseases, or becoming an interplanetary species. Envision a generation, our generation, mired in an epidemic of weapons-grade loneliness, with tailor-made AI companions who not only love you, but know exactly what you must buy.
ChatGPT has hundreds of millions of monthly active users, the vast majority of whom are sharing incredibly intimate details about themselves, the likes of which Facebook can only dream of, unless, of course, it ends up admitting its messaging services don’t actually have end-to-end encryption. But I digress.
When OpenAI changed ChatGPT’s “personality” with its GPT-5 update, people were actively furious because many had come to see the chatbot as a true friend. A confidant … an external, anthropomorphized entity garnering real trust. The greatest product recommendations come from word of mouth. You know, friends and family. What if the ad itself were your friend?
I can only imagine the cartoonishly evil conversations that have taken place in OpenAI’s investor meetings over some of these fundamental marketing concepts. Facebook and YouTube are currently facing a lawsuit in the United Kingdom, accused of actively engineering addictive behaviour in youngsters. I think scrolling memes pales in comparison to the harm ChatGPT and other similar products potentially represent on this scale.
Hitzig optimistically hopes OpenAI still has principles, but I think she’s sadly naïve. OpenAI CEO Sam Altman has shown himself to be fairly devoid of any sense of social responsibility thus far. It’s perhaps mildly alarming at best that many former researchers, like Hitzig, are abandoning ship at an abnormal cadence — while loudly citing “principles” as the primary reason.
Make no mistake. If this dystopic vision of cyborg-driven ad-hypnosis wasn’t the plan already, it definitely will be very soon.
Feature image credit: Getty Images | NurPhoto / Edit: Windows Central
While we once worried about older adults being left behind online, the digital divide narrative has shifted as they fully embrace social media. Now, the question is: what happens when they dive in too deep?
Seniors are now among the fastest-growing 13 globally. In the US, adoption among those aged 50 and older has soared, with 90% engaging with such platforms, according to data from AARP, with nearly half of older adults spending over an hour daily on platforms such as Facebook and YouTube.
Similar patterns can be seen elsewhere. In Brazil, where the population is highly connected, the percentage of social media users aged 60 and over jumped from 44,8% in 2019 to 69,4% in 2024, according to data from the Brazilian Institute of Geography and Statistics (IBGE).
Many seniors discovered digital connection during pandemic isolation, and some never logged off. A number of studies have established links between social media use with positive effects such as higher wellbeing, social support and sense of community.
On the other hand, studies have been mainly focused on younger users and given that large economies are aging rapidly, the debate is now moving to the downsides of using social media, particularly when it is done so in an excessive way.
But, what constitutes as abnormal use of social media among older adults, and what could be the consequences?
Potential issues
From a cyberpsychology perspective, problematic social media is characterized by compulsive behaviour with uncontrollable and excessive use. This could be accompanied by a fear of missing out on something, for example, and even phantom perceptions (like assuming the device is vibrating with notifications when it is not), a Turkish study with seniors has found.
This usage pattern is driven by the way platforms are built, with features such as infinite scrolling and instant notifications. Algorithmic design also means that even problematic use can be perceived as rewarding, despite all the negative impacts this may bring, including poor sleep and sedentary behaviour. Increased depression and anxiety among seniors were also linked to use of social media for over six hours a day, according to a 2025 study with over 15,000 retirees in Shanghai.
For older adults, platforms built for excessive use can potentially become a bigger issue. That is because natural changes within the prefrontal cortex can make compulsive checking harder to resist. Suddenly, staying connected with grandchildren can turn into YouTube rabbit holes and Facebook refreshes every half an hour.
In addition, seniors might be encountering algorithmic persuasion at a vulnerable life stage, a point in life which can include major events including retirement identity loss, bereavement, and health issues such as reduced physical mobility. In that scenario, the promise of constant connection can feel like a salvation, rather than a product being sold.
Fragmented attention caused by constant task-switching within social media platforms can also be a problem. Attention split between games, messages, videos, news and notifications coupled with infinite scrolling may contribute to cognitive strain or undermine protective habits like deep reading.
Vulnerability to online crime is another significant issue that can impact older social media users, since they are more exposed to scams tailored for them, including prizes, lottery and investment scams or fake emergencies involving relatives.
Numbers on financial fraud impacting seniors demonstrate the sheer size of the problem. Estimated total losses including underreported cases cost older adults up to $81.5 billion in the United States during 2024 alone, mostly due to investment scams advertised on social media, according to data from the Federal Trade Commission.
However, none of these risks mean that older adults are uniquely incapable of navigating digital environments. The problem is not age itself, but the interaction between platform design, life stage, and patterns of use. Recognizing structural vulnerability should not slide into portraying seniors as passive victims.
Agency within risk
While problematic use patterns of social media can create psychological and cause harm to more vulnerable senior users, it is important to challenge the infantilizing narrative around older users and technology, and assuming that all of them are vulnerable to the same kind of dynamics. Research on smartphone use reveals this double-edged sword, arguing that device engagement appears to be cognitively protective, countering the assumption that intensive use always harms older brains.
Intensity of use alone doesn’t determine harm, but the quality of engagement matters, the study suggests. That is why active, purposeful use of social media (for communication or learning, for instance) can support cognitive functioning, while compulsion-based use creates stress, or phantom perceptions for example.
It is also important to distinguish misinformation from information overload – and the research has highlighted older adults’ agency in managing both. Overload is a cognitive and attentional challenge (too much, too fast, with insufficient filtering tools) while misinformation is an epistemic challenge, with content designed to deceive.
An older adult struggling with notification fatigue needs different support than one who shared false health content. Lumping them together produces generic digital literacy interventions that address neither well.
Frequently, the seniors and social media debate tends to adopt a blanket approach, framing them as passive algorithmic victims that are credulous, overwhelmed and in need of rescue. However, treating seniors as uniformly gullible could be a form of ageism that shapes paternalistic policies, condescending digital literacy campaigns, and communication strategies that talk at rather than with older populations.
As the debate on social media use among seniors advances, designing for intentionality could be one of the ways forward. Platforms and public health campaigns should help users develop metacognitive awareness of, for instance, why they’re reaching for their phones, rather than assuming older users specifically need supervision.
Also, strategies that distinguish the overload problem from the misinformation issue could offer older adults filtering tools for the former and critical framing support for the latter, without assuming they are incapable of thinking for themselves.
And finally, research models should involve older adults as co-investigators of their own digital experience rather than simply framing them as subjects to be studied and protected. Solutions built on ageist assumptions will consistently miss the mark.
Feature image credit: Moment Editorial/Getty Images
From Britpop references to cinematic one-liners and philosophy-led wordplay, we asked creative studios to unpack the stories behind their names and what those first impressions really say about who they are.
Creating a name for something is always high stakes. Whether it’s your child, your pet, your business, or even your car. Whatever it is, you kind of have to get it right the first time (unless you’re Kylie Jenner, of course).
For creative businesses especially, your name is your first opportunity to make a good impression and show some personality. They say you shouldn’t judge a book by its cover, but of course, people do anyway, so you’ve got to make it count.
So, we asked a couple of studios to share the stories behind their names. Some are values-led, while others are inspired by their love of film and music – but all of them are unique and offer a peek into what that studio has to offer.
Coffee & TV was established in London in 2012 by Chris Chard (producer), Derek Moore (VFX artist), Jon Trussler (VFX artist) and Phil Hurrell (CGI artist).
Excited to start their new adventure as an independent start-up, the four boys were keen to give it a name that resonated with their shared history, having worked together for many years, and their love for Blur…
It just so happened that Jon had worked on Blur’s iconic music video for ‘Coffee & TV’. Chris was totally in awe, and so it was, VFX somehow collided with Britpop. Coffee & TV was born.
The studio revealed that the name has been a big draw for many of their artists, who love that video too. The team even had a fabulous tribute to the origin of their name at Halloween when one of them dressed as the infamous Milky from the Blur video.
Butterfly Cannon is certainly a name that sticks in your mind and makes you instantly curious. At first glance, it seems a little random, but when asked why they chose that name, the studio gave two answers.
The short one: because contrast is interesting.
The longer version is that it’s a visual metaphor for how they see branding. “The butterfly is the beauty, mesmerising, intricate, emotionally powerful. The cannon is the force, focused, impactful, impossible to ignore,” says Jon Davies, the studio’s co-founder. “Put them together and you get what we believe in: that powerful stories need to be beautifully told.”
The real origin story is also a bit more personal. Before setting up the studio, the co-founders – Natalie Alexander and Jon – took a personality test. One came out as a social butterfly; the other, a loose cannon. “We’ll never say who’s who, but we loved the pairing straight away,” says Jon.
“Two real words. Heavy with meaning. Uncomfortably contradictory. The kind of combination that feels like it must be telling a story,” he explains. “Is it an idiom? Is it the butterfly effect? Who knows.
“What we do know is that it’s noticed, it’s remembered, and it always begs the question: why Butterfly Cannon?”
Butterfly Cannon founders Jon Davies and Natalie Alexander
This might just be one of our favourite stories behind an agency name. It will be no surprise that founders Doug Main, Andrew McCaul and Lee Boothroyd are BIG fans of the film Jaws. Specifically, the line that Chief Brody delivers when he sees the size of the shark: “We’re going to need a bigger boat”.
Therefore, the agency was named The Bigger Boat, positioning them as the answer to big creative problems. The name also goes some way toward explaining the creative side of what they do, including the meaning in the little things and the rationale behind everything they create.
Some might know that ThreeTenSeven used to be known as Thompson Brand Partners, named after the venerable Ian Thompson, who founded it in 1984. Back then, it was very common for companies to be named after founders, and many studios today still are.
When Rachel Burrell-Cook, Chris Skelton and Paul McGuigan took over in 2018, they felt they needed a fresh start and something more ownable. Naturally, they never got around to rebranding themselves, because whenever they started, they couldn’t find a name they all loved.
Then Paul came across a brilliant quote by Jim Rohn: “There are only three colours, ten digits, & seven notes; it’s what we do with them that’s important”– hence the brilliant name ThreeTenSeven. “The name captures our shared beliefs about creativity, and it gave us plenty of inspo for our graphic identity and logo system (shout out Al Connolly),” says Rachel.
She adds: “Partly I think we were just glad to have a name that we could all agree on for the first time ever.”
Andrew Barnard, co-founder and managing director of 20(SOMETHING), starts their story with a bit of honesty, admitting that naming the company was one of the hardest things they’ve ever had to do. He says: “For a creative company that specialises in brand and comms, that’s really saying something.
“It’s a real challenge that comes with pressure and demands conviction. This is a name you’re going to live with, stand behind, commit to, fill with meaning and repeat a thousand times over the phone, in writing and during countless awkward round-table moments.”
He adds: “You must be comfortable with it, it’s not going anywhere fast – and you need a why. People do ask, and it’s a small but precious moment for a mini elevator pitch.” So, here it goes…
20(SOMETHING) was founded in 2019, at a point when Will Thacker, co-founder and creative partner, and Andrew felt a little lost and let down by the industry. They were keen to step away from adland’s tired, repeat patterns and reorganise around an emerging supply-and-demand landscape. “As we sat staring at a blank screen asking ourselves, ‘What does commercial creativity look like for the next decade?’ we were also asking ourselves, ‘And what the f*ck are we going to call ourselves?!’,” says Andrew.
They were looking for a name that reflected their renewed creative commitment to the decade ahead. 20(SOMETHING) is rooted in the 2020s; a period that they suspected would be defined by seismic moves in innovation, cultural shifts and consumer transformation. Andrew notes: “As we move through the second half of the decade, some of what we anticipated has come to pass, some hasn’t, and some of the tipping points we face today were beyond anything we could have imagined.
“But the specifics of change aren’t the point, because what defines us is the belief that things will always change. Embracing that change is the only way forward, and that belief is what really sits behind the name and how we holistically think about life.”
What if the perfect AI assistant for your needs is already out there, but you’re not sure which one it is? With so many options, ChatGPT, Claude, Gemini, Grok, and Perplexity, it’s easy to feel overwhelmed by the choices. Paul J Lipsky walks through how each of these AI chatbots excels in specific areas, from managing massive datasets to tracking live social media trends. The video doesn’t just skim the surface; it dives into how these platforms are tailored for developers, researchers, content creators, and more. Whether you’re looking for an all-in-one powerhouse or a niche specialist, this breakdown will help you make sense of the crowded AI landscape.
In this guide, you’ll discover the unique strengths and quirks of each platform, like how ChatGPT’s multimodal capabilities make it a creative juggernaut, or why Perplexity’s citation-backed answers are a researcher’s dream. You’ll also explore the surprising ways Grok and Gemini cater to social media and multimedia professionals, respectively. By the end, you’ll not only understand what sets these AI chatbots apart but also how to match their features to your specific goals. The question isn’t just which AI is the best, it’s which one is the best for you.
AI Chatbot 2026 Comparison Guide
TL;DR Key Takeaways :
ChatGPT is a versatile, all-in-one AI tool ideal for creativity, research, and coding, featuring multimodal capabilities, voice chat, and productivity integrations.
Claude excels in managing large datasets and collaborative projects but lacks image generation and has strict usage caps.
Gemini specializes in multimedia tasks, seamlessly integrating with Google tools, making it perfect for visual content creators and project managers.
Perplexity is a research-focused AI offering citation-backed answers and real-time internet search capabilities, ideal for detailed analysis and accuracy.
Grok is tailored for social media managers and content creators, providing live data from X (formerly Twitter) to track trends and craft timely content.
ChatGPT: The All-Purpose Problem Solver
ChatGPT, developed by OpenAI, is a highly versatile AI designed to tackle a wide range of tasks. Its multimodal capabilities enable it to generate and analyse both text and images, making it an excellent choice for creative projects such as brainstorming, content creation, and multimedia editing. Additionally, its voice chat feature allows for natural, conversational interactions, while integrations with tools like Gmail and Chrome enhance productivity by streamlining workflows.
For developers, ChatGPT provides robust coding support, including debugging tools and code generation, making it a valuable resource for software development. Researchers benefit from its ability to deliver detailed, structured responses, often organizing data into tables for clarity and ease of analysis. If you’re looking for a comprehensive, all-in-one solution that combines creativity, technical expertise, and research capabilities, ChatGPT stands out as a strong contender.
Claude: The Data Management Expert
Anthropic’s Claude excels in managing large files, such as PDFs and CSVs, making it a preferred choice for researchers and developers working with extensive datasets. Its “Projects” feature helps users organize conversations effectively, while the “Co-work” tool simplifies file management on Mac systems. Claude is also proficient in coding and generating long-form content, making it a reliable resource for technical and academic tasks.
However, Claude has its limitations. It lacks image generation capabilities and imposes strict daily and weekly usage caps, which may pose challenges for users with high-volume needs. Despite these constraints, Claude is an excellent option for those focused on analysing complex data or collaborating on detailed projects, offering tools tailored to these specific requirements.
Google’s Gemini is designed for users deeply integrated into the Google ecosystem, offering seamless connectivity with tools like Gmail, Docs, and Chrome. It is particularly well-suited for multimedia tasks, excelling in generating and editing images and videos. This makes Gemini a top choice for professionals in visual content creation. Advanced tools like Notebook LM and Flow, available through subscription plans, further enhance its capabilities, providing users with powerful options for managing and executing creative projects.
If your work revolves around multimedia production or you’re already using Google’s suite of applications, Gemini is an ideal fit. Whether you’re editing videos, creating visual assets, or managing projects across platforms, Gemini’s focus on multimedia functionality sets it apart from other AI tools.
Perplexity: The Research Powerhouse
Perplexity is tailored for users who prioritize research and real-time internet searches. It delivers citation-backed answers and organizes information into tables for easy analysis, making sure both accuracy and reliability. The “Comet Browser” feature enhances web exploration, allowing users to delve deeper into topics with AI-powered assistance.
While Perplexity is exceptional for research tasks, its scope is narrower compared to other AI tools. It is not the best choice for creative or multimedia projects. However, if your primary focus is on conducting detailed research or obtaining quick, reliable answers, Perplexity is a dependable and efficient option.
Grok: The Social Media Trend Tracker
Grok, developed by XAI, specializes in accessing live data from X (formerly Twitter), making it an invaluable tool for tracking trending topics and staying updated on current events. Its conversational style and engaging personality create a dynamic user experience, appealing to those who prefer personalized interactions.
Grok is particularly useful for content creators and social media managers who need to monitor trends and craft timely, relevant content. While it lacks the versatility of other AI tools, its niche focus on live data and social media makes it a standout choice for users in the digital marketing and social media space.
Choosing the Right AI Chatbot for Your Needs
Each AI chatbot offers unique features and excels in specific areas, making the right choice dependent on your priorities and use cases. Here’s a breakdown to guide your decision:
ChatGPT: Best for users seeking an all-in-one solution for creativity, research, and coding support.
Claude: Ideal for researchers and developers managing large datasets or collaborating on complex projects.
Gemini: Perfect for multimedia professionals and those embedded in Google’s ecosystem.
Perplexity: Tailored for researchers needing accurate, citation-backed answers and real-time internet search capabilities.
Grok: A must-have for social media managers and content creators tracking live trends and current events.
By understanding the strengths and limitations of each tool, you can select the AI chatbot that aligns with your goals and enhances your workflow. Whether you need a versatile assistant, a research specialist, or a multimedia powerhouse, there’s an AI solution designed to meet your specific needs.
From the Creator Fund to brand deals, these monetization methods help content creators turn engagement into actual income
TikTok has evolved from a simple short-form video platform into a powerful ecosystem where creators can build audiences, express creativity and earn substantial income. With millions of users worldwide, the platform offers a range of monetization options that allow individuals and businesses to transform engagement into real revenue streams.
Understanding these earning opportunities helps creators choose the best strategies for their content style, audience demographics and financial goals. The key lies in knowing which methods align with your strengths and how to maximize each opportunity.
Platform-supported payment systems
The TikTok Creator Fund represents one of the platform’s primary monetization mechanisms, paying creators based on engagement, views and activity on their videos. While the exact payout per view varies, consistent posting and high engagement increase earnings substantially. Eligibility typically requires meeting a minimum follower count and a set number of views over a defined period. Once accepted into the fund, creators earn money as their eligible videos generate views, with more interaction translating to higher potential payments.
Live gifts and diamonds allow creators to interact with audiences in real time during streaming sessions. Viewers can purchase virtual gifts using TikTok coins, which they send to their favourite creators during live broadcasts. Creators then convert these virtual gifts into diamonds, which can be exchanged for actual money. This system creates a direct support channel between audiences and creators, offering immediate interaction and feedback while tying revenue to live performance quality.
Leveraging business relationships
Brand partnerships and sponsored content represent one of the most lucrative earning methods on TikTok. Companies pay creators to produce content featuring or promoting products and services. These partnerships vary widely, from single-post sponsorships to long-term collaborations involving multiple videos or entire campaigns. The value of these deals depends on audience size, engagement rate, niche relevance and creative influence. Brands seek TikTok creators with authentic voices and loyal followers since genuine endorsements tend to perform better than traditional advertisements.
Affiliate marketing allows creators to earn commissions by promoting products and linking to online stores. When followers click unique links and make purchases, creators earn a percentage of the sale. TikTok supports affiliate integrations and shopping features that make it easier to tag products and track revenue, creating passive income potential that works especially well with product reviews, tutorials and recommendations.
Direct sales opportunities
TikTok Shop enables creators to sell products directly through the platform, whether merchandise, digital goods or curated items. The integrated shopping experience allows followers to buy without leaving the app, combining social engagement with direct sales in a seamless way.
Selling digital products and services like ebooks, courses, tutorials, presets and templates positions creators as experts in their fields while turning knowledge into income. Educational and specialized content often attracts dedicated followers willing to invest in tools and learning materials.
Building deeper connections
Fan subscriptions and exclusive content offer subscription-based access to special perks or private communities. These subscriptions can be hosted on TikTok or external platforms that link through social profiles, providing benefits like behind-the-scenes videos, exclusive tutorials, early content access and personalized messages. This model creates steady revenue streams while fostering deeper connections with fans.
Crowdfunding through platforms like Patreon, Ko-fi or Buy Me a Coffee allows followers to contribute financially to support ongoing content creation. TikTok videos can drive traffic to these external pages, turning engagement into recurring support with predictable monthly income and diverse reward tiers.
Expanding beyond the platform
Licensing and media opportunities emerge when viral content attracts attention from television programs, advertising agencies or larger media networks, leading to paid appearances and extended creative collaborations.
Cross-platform monetization converts TikTok popularity into wider opportunities on YouTube, Instagram or podcasts, each with their own monetization systems. This approach amplifies audience reach and diversifies income streams.
Success requires strategy, consistency and creativity combined with authentic engagement that resonates with audiences.
Feature image credit: Shutterstock.com / 19 STUDIO
Tega Egwabor is a writer with RollingOut, covering diverse stories that span politics, health, fitness, finance, and more. Guided by a philosophical background, Tega approaches stories with depth, balance, and nuance. Passionate about connecting ideas with everyday life, her work seeks to spark curiosity, encourage reflection, and open up meaningful conversations.
Zoe Hitzig says chatbot holds “archive of human candour” that must not be commercialised
OpenAI has moved in the direction that Sam Altman had always denied. ChatGPT now started testing ads on its platform. While industry folks have raised privacy concerns, OpenAI maintains the stance that advertisers do not have access to your chats, chat history, memories, or personal details.
Now the AI giant is facing scrutiny after one of its researchers, Zoe Hitzig, resigned with a strong warning about the company’s future direction. Hitzig, who worked on ChatGPT’s development and governance, cautioned that introducing advertising into the chatbot could compromise user trust and create risks similar to those seen in social media platforms.
Her concern is not about simple banner ads or sponsored replies. Instead, she highlighted the sensitive nature of the information users share with ChatGPT. Conversations with AI often tend to be private and unfiltered. People use chatbots to discuss health worries, relationship struggles, faith, and deeply personal dilemmas.
Hitzig described chatbots as an “archive of human candour” that has no precedent. She warned that embedding ads into such a system could open the door to manipulation. “Advertising built on that archive creates a potential for influencing users in ways we don’t have the tools to understand,” she wrote in a guest essay for The New York Times.
Hitzig believes that once ads become part of the revenue model, financial incentives could gradually reshape priorities. She compared this to Facebook’s early promises of privacy and user control, which were later abandoned as advertising became central to its business.
Her resignation comes just as OpenAI begins testing ads inside ChatGPT. Critics worry that even if ads are initially labelled and kept separate from responses, commercial pressure could eventually push the system to prioritise engagement over restraint.
Hitzig called for stronger safeguards, including independent oversight and legal mechanisms to protect user data. She stressed that the issue is not ads themselves, but the incentives they create.
People want to hear from people, not faceless corporations, explains Harriet Mumford of Nelson Bostock (part of Accenture Song). And B2B marketers would do well to remember it.
If the last decade has proved anything, it’s this: the B2B marketing space is becoming more about people, stories, and meaningful connections. No more is it simply about product manuals and sales sheets; the landscape of B2B communications is taking on creative traits typically reserved only for B2C brands. And this development is a constantly accelerating force, fuelled by the social media revolution that’s made brands and professionals more visible, accessible, and human than ever before.
Platforms such as LinkedIn have morphed from a digital CV storage space into buzzing hubs of authentic personal and professional interaction. LinkedIn is a place for funny people to be funny, creative people to be creative, and interesting people to be accessible. Suddenly, it’s not just about what you do, it’s about who you are, what you stand for, and how you make others feel.
The big question for today’s marketers: how do you inject the human element into every message, every campaign, and every conversation? The TL;DR version: it’s all about having the right messenger.
People want positive
Let’s be honest: facts and features are necessary, but they rarely move the heart. Data is the bedrock on which stories are often told, but it’s never the story by itself. The emotional punch, the optimism, the humour, the empathy are what keep brands top of mind. Think of those unforgettable Christmas ads: you don’t remember which products were on offer that year, but you remember the images and the messages. Well, it’s no different in B2B.
Take Currys’ recent ‘Mind the Grab’ campaign. Tackling the tough reality of phone stealing, electronics retailer Currys painted a bold purple line down London’s Oxford Street to highlight the hot spots for previous phone thefts, grabbing attention and sparking conversations. But the brand didn’t stop at awareness: by teaming up with Birkbeck University, it studied how to shift behaviour and piloted in-store support hubs for victims, turning the campaign into real-world impact. Instead of presenting negative facts about rising criminal behaviour, the message was flipped into one that looked to offer solutions.
Then there’s business insurance broker Simply Business’s ‘Young Entrepreneur Fund.’ Given that 75% of UK teens aged 16-19 dream of launching their own business, and 36% already have a side hustle, the initiative gave £50,000 in grants and six weeks of expert guidance to 10 budding entrepreneurs, with musician Professor Green lending a hand. The result: not just inspiration, but real momentum for the next generation of business leaders.
What’s the lesson here? The campaigns that stick aren’t just creative, they’re constructive. They bring optimism, offer practical help, and team up with those who know their stuff with those who want to learn the stuff. The best B2B content pushes positivity while signposting the next actions to take.
The person is the message
Advertising has always been an influencer industry. Athletes, musicians, actors have all been the faces and voices of endless products for years. Customers put stock in human endorsement and, even in the B2B realm, a single authentic voice is a sure fire way to spark engagement, drive decisions, and build trust.
The Influencer Marketing Hub Benchmark Report tells us the industry has grown by 29%, leaping from $16.4bn to $21.1bn. Why? Because people want to hear from people, not faceless corporations.
Influencers, brand ambassadors, subject matter experts, even micro-influencers connect with audiences on a human level that brands find difficult to achieve. Their recommendations feel genuine, not scripted. Think about how much more likely you are to trust a recommendation from a close friend who knows you than a review from the very brand trying to sell you that product.
Choosing the right influencer builds a bridge between brand and client that feels effortless and authentic. But tread carefully: the wrong messenger can send your campaign off the rails. Remember the infamous Kendall Jenner/Coca-Cola moment, or Sydney Sweeney’s recent American Eagle drama? The messages fall flat, fail to resonate, or cause a backdraft of bad blood that can backfire on the brand.
Authenticity is everything. Content that feels forced, or worse, fabricated, erodes trust faster than it can be recovered. Just look at recent incidents where Wired and Business Insider had to pull AI-generated articles featuring unverifiable case studies. When real stories are replaced by fictional voices, credibility suffers.
In B2B, trust is your currency, humanity your cache. By seeing the person as the message, brands can speak directly to an audience’s experience, without needing to force an issue.
Think small for big impact
B2B outreach often feels like shouting into the void or blasting emails to an anonymous list. We’ve all deleted enough ‘Hi (Insert First Name)’ emails without ever reading them. But the most effective communications target smaller, more tightly defined groups: a specific team, an industry niche, or even an individual decision-maker. Broad, one-size-fits-all messaging rarely hits home as fishing with dynamite is nowhere near as effective as using proper bait. Targeted, thoughtful outreach builds stronger relationships and better results than generic blasts ever could.
That’s where micro-influencers come in. Unlike the mega-influencers with millions of followers (and a fraction of meaningful engagement), micro-influencers have close-knit, highly interactive communities. The stats don’t lie: micro-influencers see a 6% engagement rate on Instagram, compared to just 1.97% for their larger counterparts.
This is something that brands can use to their own advantage. Consider BOX’s campaign with Rob Mayhew, known as ‘adland’s favourite social media star.’ With over 140,000 followers on TikTok and 90,000 on LinkedIn, Rob’s creative, satirical takes on the world of work resonate deeply with his audience, people who know the challenges of modern workplaces. BOX leveraged his voice to address tech issues in relatable, trustworthy ways, turning a sponsored post into a genuine conversation. Talking directly to people who connect with their influencer, rather than just consume their content while suffering from ‘scrolliosis’.
More than content
There is no secret to B2B success. Simply, make campaigns personal, optimistic, and above all, human. When you prioritize authentic connections, whether through campaigns that uplift, influencers that inspire, or messages that speak directly to the needs of your audience, you create more than content. You build trust, loyalty, and partnerships that stand the test of time.
So, next time you’re reviewing campaign results, remember: don’t shoot the B2B messenger. Instead, choose one who believes in your story, speaks your language, and engages your audience. That’s how business gets personal, and how brands win in today’s B2B world.
Since 2020, readers have used Blacklight, our pioneering website privacy inspector tool, to run more than 18 million scans. Previously, Blacklight detected tracking pixels from Google and Meta. Today, we’re announcing that it can scan for two more digital trackers: TikTok and X pixels.
A tracking pixel is a small piece of code added to a website that sends information about the site’s users to the platform that operates the pixel. That can include details of a user’s activities, such as their browsing activity, purchases and searches. A website that embeds a pixel often does so to inform its advertising campaigns on the platform that create the pixel. When its pixel is embedded across many websites, the platform can compile a user’s data to build a detailed profile of their interests, behaviour and other personal information. These profiles allow other businesses to buy ads from the platform to target categories of users — though this data can also be used for other purposes.
When you look up a website in Blacklight, it will now report if it finds the TikTok pixel or X pixel. More detailed information about the specific data being passed through pixels is also available by clicking on “Learn more” in the top right of the results, then clicking the link to “download an archive.”
To develop these new features, we partnered with a group of computer science students in Brandeis University’s Capstone in Software Engineering course. These students – Yiyou “Felix” Fan, Jiawen “Zena” Hu, Hengye Li, Hongchen “Steven” Yang and Yiquan “Frank” Zhang – researched and developed the features with the support of our product team.
Blacklight’s pixel detection features have already powered our Pixel Hunt investigations, which revealed that sensitive personal user information was being shared from government websites with Meta and Google, leading to lawsuits, removal of pixels from sites and increased government scrutiny. These new features give a fuller picture of the digital privacy landscape by exposing tracking pixels from two more companies.
We hope these new features will help you better understand what happens to your data as you navigate the internet. While Blacklight can’t say exactly what companies like TikTok and X do with our data, it can provide a starting point for deeper investigation into how that data is stored, shared and used across the web.
Do you have questions, suggestions or need help understanding your Blacklight results? You can always reach us at [email protected].
CalMatters is a nonpartisan and nonprofit news organization bringing Californians stories that probe, explain and explore solutions to quality of life issues while holding our leaders accountable. For more information about its mission, donors, staff and contact information, see CalMatters’ About Us page.
