Brand Rush

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Happy Tuesday, Future Party. There are plenty of questionable uses for AI — but one that police departments really wish kids would quit involves generating fake images of themselves alone with a homeless person in their house and sending them to their parents as a prank. Unsurprisingly, it’s led to a wave of 911 calls… and even parents accidentally swatting their own kids. Talk about a situation where no one comes out looking good.

Consumer brands are heading back to college, looking to find new customers, spark organic marketing, and embed themselves in campus culture.

Why It Hits: This new wave of university marketing marks a graduation from the recent NIL-deal boom that funneled hundreds of millions into college sports. By leaning on student ambassadors and IRL activations, brands hope to build loyalty that rivals the alma mater itself — or at least go viral on social media.

Behind The Campuses: Brands really want to be popular, The Business of Fashion reports.

Final Test: So far, these campaigns are passing with flying colors. For instance, revenue from Gorjana’s new product catalog is up 35% from last year — prompting the brand to boost its digital ad spend on user-generated content from 5% to 30%.

But since college only lasts four years, brands want to maximize their student ambassadors’ impact. Case in point: Pacsun is already scouting incoming freshmen who could make strong brand reps. That’s a whole new kind of early admission.

Next Semester: How soon until a brand launches a student-loan sponsorship? That’ll be The Hunger Games of higher education.

In the past decade, vet costs have jumped 60% — and that’s not including all the other essentials you have to buy (leashes, pet food, kitty litter, etc).

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California has become the first state to explicitly regulate AI chatbots, holding companies like OpenAI, Meta, Google, Character.AI, and Replika legally accountable for their bots’ behavior.

The Big Picture: Chatbots have spread through culture faster than almost any technology in history — and that speed has brought risk. Reports of sexually explicit conversations with minors, harmful “therapy” sessions, and even teen suicides have put pressure on lawmakers to act. Now, California is taking the lead in proving that regulation can keep pace with innovation.

Behind The Law: The first rule of being a chatbot is now to tell people you’re a chatbot.

The Future: While major AI companies have pledged to strengthen their safety measures, California clearly isn’t leaving that up to chance. “We can continue to lead in AI and technology, but we must do it responsibly — protecting our children every step of the way,” said Governor Gavin Newsom. “Our children’s safety is not for sale.”

It’s a lesson hard-earned from the failures of social media.

Prediction: It’s possible the new regulations could dampen chatbot engagement — especially among younger users — which might also shine a light on some of the more controversial tactics tech companies use to keep people conversing.

Focus? Gone. Mood? Shot. Plans? Canceled.

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45.5% of you voted Never — it doesn’t affect my travel plans. in yesterday’s poll: Do wellness offerings ever influence where you choose to travel?

“My travel usually is focused on exploring a new city, visiting a historical area, and/or getting out in nature — likely at a state or national park. Oh, and eating great food and trying local drinks. These trips are their own wellness treatment.”

“You don’t get ‘well’ traveling somewhere. It’s either part of your daily rhythm, or it’s not.”

“Spa availability and access can definitely determine a cruise line choice.”

“When going on a girl’s trip, a spa is a bonus.”

Let’s keep the conversation going. Join our Poll Of The Day newsletter, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

💿 All 12 songs from Taylor Swift’s The Life of a Showgirl are topping the Billboard Hot 100 — a new record.

📺 Apple TV+ has rebranded to… Apple TV. That may spark some confusion with the Apple TV device.

⚽ Cristiano Ronaldo is the first billionaire soccer star, thanks to his outsized salary from playing for a Saudi Arabian team.

💰 JPMorgan announced a $1.5 trillion investment in industries critical to the US economy, including defense and manufacturing.

🔋 Another day, another OpenAI deal… this time with chip-maker Broadcom for 10 gigawatts of energy.

🪖 Anduril has partnered with Meta on “EagleEye” — an AI-powered, mixed-reality headset built into the helmets of American soldiers.

💸 Prediction market Kalshi has raised $300 million in a round led by Sequoia and Andreessen Horowitz for a $5 billion valuation.

👀 Speaking of prediction markets, Polymarket is facing insider-trading accusations after increased bets were placed on Venezuelan opposition leader María Corina Machado winning the Nobel Peace Prize, just hours before the announcement.

🏃‍♀️ Strava, the community-focused running app, is gearing up for an IPO.