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Efficiency dominates conversations about AI. We celebrate its ability to automate and optimize so businesses can move faster and people can work smarter. But AI is becoming more integrated into people’s lives in ways that go far beyond productivity. In a world obsessed with speed and efficiency, the future of AI isnt just intelligentits beautiful. AI is now a force that enhances creativity, self-expression, and confidence. AI does not just optimize lifeit elevates it. Consumers are embracing AI for everything from recipe creation and travel planning to interior design and fitness regimens. They are turning to AI for recommendations on shows, movies, music, restaurants, and, of course, beauty and fashion. In these contexts, AI is enhancing experiences and sparking creativity. Because consumers are using AI to explore and have fun, companies can encourage broader adoption by focusing on building AI products designed to inspire. Brands have more opportunities than ever to build AI into their experiences as access to generative AI and specialized APIs broadens. However, that shift requires rethinking how we design and deploy AI so that it serves as a partner in expression and discovery. BUILD AI THAT DELIGHTS To build AI experiences that consumers genuinely enjoy, we need to understand what makes technology beautiful and inspirational in the first place. Fundamentally, its about aligning how systems function with how people naturally behave, think, and learn. We gravitate toward systems that show cause and effect, where we can see how our unique inputs shape the results. Visual feedback, confidence scores, or small cues that acknowledge uncertainty all make the interaction more collaborative. For example, Neutrogena’s Skin360 helps consumers identify their individual skin concerns and goals, and then suggests products, tips, and ingredients to help them achieve their desired outcomes. The experience gives consumers personalized assistance that makes them feel confident about the products and encourages them to purchase. Inspirational AI also encourages curiosity. AI assistants allow users to try different inputs and discover new outcomes on their own terms. As an example, Hoppers AI travel planner lets users play with different dates, destinations, and budgets, surfacing alternative routes or seasons to encourage experimentation. That experimentation works best when users maintain creative control. AI that provides suggestions rather than conclusions empowers people to make choices that feel personal. This approach transforms digital moments, such as shopping and content creation, into expressive experiences. Similarly, Grammarly and Shopify’s AI suggest edits or design options, but leave final decisions to users. APIs HELP BRANDS OF ALL SIZES UNLEASH CREATIVITY One of the most exciting developments in consumer AI is its accessibility. The proliferation of APIs and generative frameworks now makes it possible for companies of all sizes to experiment, prototype, and deploy creative AI experiences quickly, affordably, and with less risk. These tools allow brands to plug advanced models into existing platforms, test new ideas, and learn from user behavior in real time. A small direct-to-consumer (DTC) brand can integrate a virtual try-on experience or an AI-powered stylist without specialized expertise. They can test whether a feature resonates with users, gather feedback, and deploy updates within days or weeks rather than months. The proliferation of consumer AI APIs also unlocks entirely new categories of creative experiences. Take cultural recommendation engine Qloo, which offers an API that can predict correlations across music, dining, fashion, and film. Brands can explore creative pairings that surprise and delight users. Imagine a fashion brand suggesting a playlist to match a lookthese connections create moments of discovery that feel magical. What makes these experiences particularly powerful is how they reimagine the relationship between users and recommendations. Generative tools shift the paradigm from delivering static recommendations to enabling co-creation. Brands can now offer generative AI tools that let users actively participate in creating something new rather than showing them what they might like based on past behaviordesigning personalized products, generating new looks, or expressing preferences interactively. This transforms passive consumption into active exploration. With this transformation, the metrics of success change. Brands should think of these APIs as creative building blocks to test emotional responses and track indicators of enjoyment that may include time spent experimenting, frequency of sharing, or the likelihood of a consumer returning. New metrics for a beauty brand might look like a consumer spending ten minutes playing with different virtual makeup looks, trying bold colors they had never considered before. With access to this technology once reserved for large enterprises, DTC brands and small-to-medium-sized businesses can compete with brand and retail giants in delivering sophisticated AI experiences. A boutique cosmetics shop can offer the same caliber of consumer AI technology as a multinational beauty company. This democratization gives consumers wider access to inspirational AI experiences across products and services they care about. DESIGN FOR WHAT COMES NEXT Consumer AI is at a turning point. The underlying technology will continue to improve, but adoption depends on how well it understands and serves human emotion. To design AI rooted in inspiration and discovery is to design for trust and for delight, giving users space to explore and create technology that stops feeling like automation and starts feeling like play. Alice Chang is the CEO and founder of Perfect Corp.
Category:
E-Commerce
Stocks slumped in morning trading on Wall Street Tuesday after President Donald Trump threatened to hit eight NATO members with new tariffs as tensions escalate over his attempts to assert American control over Greenland. The S&P 500 fell 1.2%, pulling back further from the record it set early last week. It was the first time U.S. markets could react to the escalation from Trump, as they were closed on Monday for Martin Luther King Jr. Day. The Dow Jones Industrial Average fell 536 points, or 1.1%, as of 10:56 a.m. Eastern. The Nasdaq composite slumped 1.5%. The losses were widespread and led by technology stocks, many of which already have more influence over the direction of the market because of outsized values. Retailers, banks and industrial companies also fell sharply. Nvidia, one of the most valuable companies in the world, plunged 3%. Amazon fell 2%, JPMorgan Chase fell 0.6%, and Caterpillar lost 1%. The energy sector eked out gains as the price of U.S. crude oil rose 1.4% to $60.19 per barrel. The price of Brent crude, the international standard, rose 1.1% to $64.69. Exxon Mobil rose 1%. European markets and markets in Asia fell. Trump said Saturday that he would charge a 10% import tax starting in February on goods from Denmark, Norway, Sweden, France, Germany, the United Kingdom, the Netherlands and Finland. The annual combined imports from European Union nations are greater than those from the top two biggest individual importers into the U.S., Mexico, and China. Gold prices surged 3% and silver prices soared 5.5%. Both reached for records. Such assets are often considered safe havens in times of geopolitical turmoil. The trade tensions apparently short-circuited a recent rally in bitcoin. The cryptocurrency rose above $96,000 late last week but has dropped back to around $90,400. Treasury yields were mixed in the bond market. The yield on the 10-year Treasury rose to 4.27% from 4.23% late Friday. The yield on the two-year Treasury fell to 3.59% from 3.60% late Friday. Trump linked his aggressive stance on Greenland to last years decision not to award him the Nobel Peace Prize, telling Norways prime minister that he no longer felt an obligation to think purely of Peace, in a text message released Monday. Trumps message to Jonas Gahr Stre appeared to ratchet up a standoff between Washington and its closest allies over his threats to take over Greenland, a self-governing territory of NATO member Denmark. Trump’s threats have sparked outrage and a flurry of diplomatic activity across Europe, as leaders consider possible countermeasures, including retaliatory tariffs and the first-ever use of the European Unions anti-coercion instrument. Tariffs have been looming over the U.S. and global economies since 2024. Trump’s tariff policy has been confusing and uncertain, involving the threat or implementation of tariffs and then often followed by delays or cancellations. Existing tariffs have added more pressure to already high prices on goods and the threat of more to come makes it difficult for businesses to plan ahead. The threat of tariffs reigniting already high inflation could further complicate the Federal Reserve’s job. The central bank cut its benchmark interest rate three times late in 2025 to help bolster the economy as the job market weakened. But, it has taken a more cautious view because of the risk of rising inflation, which remains above the Fed’s target of 2%. Lower interest rates on loans can help bolster economic activity, but they could also fuel inflation, which could counter any benefit from lower interest rates. The Fed, and Wall Street, will get another update on inflation on Thursday, when the government releases the personal consumption expenditures price index, or PCE. It is the Feds preferred measure for inflation. The Fed will meet next week for its policy meeting on interest rates and Wall Street is betting that the central bank will hold its benchmark interest rate steady. Wall Street is also in the midst of the latest round of corporate earnings, which could help provide more insight into how companies are handling uncertainty from tariffs, geopolitics, and cautious consumers. Industrial and consumer conglomerate 3M slumped 6.2% after reporting mixed results for its most recent quarter. United Airlines and Netflix will report their results after the market closes on Tuesday. Companies from a wide range of industries will report their results this week, including Johnson & Johnson, Halliburton and Intel. Damian J. Troise, AP business writer AP Business Writers By Yuri Kageyama and Matt Ott contributed to this report.
Category:
E-Commerce
Iranians have been struggling for nearly two weeks with the longest, most comprehensive internet shutdown in the history of the Islamic Republic one that has not only restricted their access to information and the outside world, but is also throttling many businesses that rely on online advertising. Authorities shut down internet access on Jan. 8 as nationwide protests led to a brutal crackdown that activists say has killed over 4,000 people, with more feared dead. Since then, there has been minimal access to the outside world, with connectivity in recent days restored only for some domestic websites. Google also began partially functioning as a search engine, with most search results inaccessible. Officials have offered no firm timeline for the internet to return, leading to fears by businesses across the country about their future. One pet shop owner in Tehran, who spoke on the condition of anonymity like others for fear of reprisals, said his business had fallen by 90% since the protests. Before that, I mainly worked on Instagram and Telegram which I dont have access to anymore. The government has proposed two domestic alternatives. The point is our customers are not there they dont use it. Internet outages are the latest squeeze on businesses The internet outage compounds economic pain already suffered by Iranians. The protests, which appear to have halted under a bloody suppression by authorities, began Dec. 28 over Irans rial currency falling to over 1.4 million to $1. Ten years ago, the rial traded at 32,000 to $1. Before the 1979 Islamic Revolution, it traded at 70 to $1. The currencys downward spiral pushed up inflation, increasing the cost of food and other daily necessities. The pressure on Iranians pockets was compounded by changes to gasoline prices that were also introduced in December, further fueling anger. Irans state-run news agency IRNA quoted a deputy minister of communications and information technology, Ehsan Chitsaz, as saying the cut to the internet cost Iran between $2.8 to $4.3 million each day. But the true cost for the Iranian economy could be far higher. The internet monitoring organization NetBlocks estimates each day of an internet shutdown in Iran costs the country over $37 million. The site says it estimates the economic impact of internet outages based on indicators from multiple sources including the World Bank and the International Telecommunication Union, which is the United Nations specialized agency for digital technology. In 2021 alone, a government estimate suggested Iranian businesses made as much as $833 million a year in sales from social media sites, wrote Dara Conduit, a lecturer at the University of Melbourne in Australia, in an article published by the journal Democratization in June. She cited a separate estimate suggesting internet disruptions around the 2022 Mahsa Amini protests cost the Iranian economy $1.6 billion. The 2022 internet disruptions’ “far-reaching and blanket economic consequences risked further heightening tensions in Iran and spurring the mobilization of new anti-regime cohorts onto the streets at a time when the regime was already facing one of the most serious existential threats of its lifetime, Conduit wrote. More than 500 people were reportedly killed during that crackdown and over 22,000 detained. Prosecutors target some businesses over protest support Meanwhile, prosecutors have also begun targeting some businesses in the crackdown. The judiciary’s Mizan news agency reported Tuesday that prosecutors in Tehran filed paperwork to seize the assets of 60 cafes it alleged had a role in the protests. It also announced plans to seek the assets of athletes, cinema figures and others as well. Some cafes in Tehran and Shiraz have been shut down by authorities, other reports say. Internet cuts drive more outrage The financial damage also has some people openly discussing the internet blackout. In the comments section of a story on the internet blackout carried by the semiofficial Fars news agency, believed to be close to the countrys paramilitary Revolutionary Guard, one reader wrote: For heavens sake, please do not let this internet cut become a regular thing. We need the net. Our business life is vanishing. Our business is being destroyed. Another commentator questioned why the internet remained blocked after days with no reports of street protests. Its not just the internet blackout that is hurting businesses. The violent crackdown on the protests, and the wave of a reported 26,000 arrests that followed, also have dampened the mood of consumers. In Iran’s capital, many shops and restaurants are open, but many look empty as customers focus primarily on groceries and little else. Those who pass by our shops dont show any appetite for shopping, said the owner of an upscale tailor shop in Tehran. We are just paying our regular expenses, electricity and staff but in return, we don’t have anything. Elena Becatoros and Jon Gambrell, Associated Press
Category:
E-Commerce
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