Marketers are integrating creators into their Super Bowl plans not just during the Big Game but in the run-up and after this year. Last year, creators like Addison Rae and Charli D’Amelio, broke into the Super Bowl by appearing in Big Game ads. This year, creators are hosting live events, rallying fans online and staying at creator-only houses to make content and attract brand deals.
Super Bowl LIX is not only a competitive night for the teams — the Kansas City Chiefs and Philadelphia Eagles will face off Feb. 9 on Fox at the Caesars Superdome in New Orleans — but for advertisers. A 30-second ad can now top some $8 million in 2025 — surpassing $7 million for the same type of spot in 2024.
Creators and brands have to find more ways to stand out in a period of content overload and ensure their investments still pay off. It’s a difficult task in a more fragmented digital landscape and an important moment for creators as the continuously-looming TikTok ban continues to change the creator economy.
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President Donald Trump’s second presidential term — from the TikTok back-and-forth, to the placement of Big Tech execs both at his inauguration and in the Oval Office — has already been notable. Here’s where the ad industry stands with all of this (so far).
In Big Tech engineering free speech with government support Out Big Tech defending free speech amid government pressure
In FTC going after Big Tech’s censorship cartel Out FTC going after Big Tech’s surveillance capitalism
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In case you have been hiding under a rock for the past week, DeepSeek’s emergence (seemingly out of nowhere) has underlined the geopolitical aspect of one of the most disruptive forces in economic history.
Because AI adoption is so early, they [Google, Meta, Amazon, etc.] didn’t get their hooks and claws into everyone yet.
Chris Vanderhook, CEO and co-founder, Viant
A key question facing the $225 billion-plus U.S. digital media sector is, how will its key players respond?
Developments last week hint at such players adopting an open-source approach in a rapidly evolving industry landscape. Meanwhile, Digiday’s ad tech sources noted that, while DeepSeek poses a credible alternative to Big Tech, clients are in a cautious mood, particularly around privacy.
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Target’s decision to retool its diversity, equity and inclusion measures has sparked backlash as activists are now calling for a nationwide boycott of the retailer. In response, Black-owned brands that the store carried or carries are asking consumers to reconsider, pointing out that the dismantling of DE&I measures is complicated.
It’s a tricky issue for these large corporations to navigate, according to the six cultural marketing executives Digiday spoke with for this piece, and for the Black-owned brand founders themselves. Amidst the changes, Black-owned brands like The Lip Bar lipstick, The Honey Pot feminine care brand and Tabitha Brown, a social media personality with several brands at Target, are caught in the crosshairs — all of which have taken to social media to express disappointment with the changes to DEI policy while trying to convince shoppers that things aren’t as black and white as they seem. (The Lip Bar, The Honey Pot and Tabitha Brown all declined to make a spokesperson available for comment.)
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Consolidation may be happening at the holding company level, between Omnicom’s planned purchase of IPG, and Publicis’ latest acquisition wave (just last week it moved to buy Australian/New Zealand agency Atomic 212). But it’s also happening at a level that plans to take advantage of the thousands of midsized marketers that will be overlooked by the new class of media agency behemoths.
Digiday has learned that PlusMedia, a direct response agency, and Cage Point, an omnichannel media agency, are merging to form Mile Marker, a media agency that specializes in middle-market brands that are looking to grow.
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Apple Vision Pro can transport you from a small, distracting room to an expansive outdoor landscape with the flick of a dial. These immersive environments are great for escaping — especially Mount Hood and the Moon.
But here’s the thing. Bora Bora is perfect for relaxation — but the beach makes me want to unplug, not type away at a keyboard. Next, I would love to see Apple tackle more populated spaces like libraries and cafés.
DeepSeek founder Lian Wenfeng is being hailed as a hero in the southern Chinese province of Guangdong, where he grew up and reportedly returned for the Lunar New Year, joined by bodyguards. Wenfeng—who, at 40, is already a billionaire due to his hedge fund, High-Flyer—is apparently even more beloved by locals following DeepSeek’s breakthrough research, […]
We’ve been off to a light start in 2025 in terms of Apple products, with the main announcement this year being the new Black Unity Sport Loop. However, we’re approaching the spring time, and Apple has five relatively major products in the pipeline.
India has expanded its Aadhaar authentication service to let businesses such as those in e-commerce, hospitality, and healthcare use the biometrics of individuals to authenticate their identity.
On this date a year ago, I was first in line for a demo of Apple Vision Pro at Apple Lakeside Shopping Center in New Orleans. Anticipating a crowd, I arrived an hour before the store opened. However, I still would have been first in line if I arrived 10 minutes early. It was launch day for Apple Vision Pro, unveiled eight months earlier, and many people were still discovering it was now available.
One year later, Apple Vision Pro has improved enough through software updates to make it more capable than on day one.
There’s no two ways about it, there’s a newfound sense of urgency at OpenAI. Two days after releasing o3-mini to the world, the company made a surprise announcement on Sunday evening, revealing Deep Research. The new feature allows ChatGPT to find, analyze and synthesize hundreds of websites and online sources to create reports “at the level of a research analyst.”
On top of the usual text questions, users can upload files, including PDFs and spreadsheets, when prompting ChatGPT in this way. The chatbot will then take “anywhere from 5 to 30 minutes” to compile an answer, a side panel documenting the agent’s progress and citations as it works. “It accomplishes in tens of minutes what would take a human many hours,” OpenAI says of the new feature.
“Our ultimate aspiration is a model that can uncover and discover new knowledge for itself,” said Mark Chen, chief research officer at OpenAI, during the company’s reveal livestream. “It’s core to our [artificial general intelligence] roadmap.”
As far as limitations go, OpenAI says ChatGPT can sometimes hallucinate facts or make incorrect inferences when conducting Deep Research, though “at a notably lower” rate than other current models. Additionally, the agent may sometimes struggle to differentiate between authoritative information and rumors. Users may also notice some formatting errors. “We expect all these issues to quickly improve with more usage and time,” the company notes.
If all of this sounds familiar, it’s because Google’s Advanced suite includes its own Deep Research feature, which not only shares the same name but broadly offers the same set of capabilities as well. One significant difference between the two is that Google offers access to Gemini Advanced through its $20 per month One AI Premium plan. By contrast, you’ll need a $200 per month ChatGPT Pro plan to start using OpenAI’s version of Deep Research today.
“Deep research in ChatGPT is currently very compute intensive,” the company reasons, adding it will limit Pro users to 100 queries per month. “The longer it takes to research a query, the more inference compute is required.”
OpenAI says it’s working on a version of Deep Research powered by a smaller, more cost-effective model. In turn, that will allow the company to offer “significantly higher rate limits.” In the meantime, OpenAI hopes to get the tool in the hands of Plus users “in about a month,” following a round of safety testing. As with most of the company’s other recent releases, European users will need to wait before they can try out the tool for themselves, with Deep Research not yet available to people in the UK, Switzerland and the broader European economic zone.
This article originally appeared on Engadget at https://www.engadget.com/ai/chatgpts-deep-research-tool-can-create-reports-from-hundreds-of-online-sources-022223298.html?src=rss
President Donald Trump's tariffs against China, Canada and Mexico target a trade provision that helped spur the rise of low-cost retailers, including Temu and Shein.
OpenAI has revealed another new agentic feature for ChatGPT called deep research, which it says can operate autonomously to “plan and execute a multi-step trajectory to find the data it needs, backtracking and reacting to real-time information where necessary.”
Instead of simply generating text, it shows a summary of its process in a sidebar, with citations and a summary showing the process used for reference.
Users can ask questions using text, images, and additional files like PDFs or spreadsheets to add context, and then it will take “anywhere from 5 to 30 minutes” to develop a response provided in the chat window, with promises that in the future it will also be able to include embedded images and charts. OpenAI also notes limitations for deep research, saying it can “sometimes hallucinate” and make up facts, struggle with telling the difference between authoritative info and rumors, and register how certain it should rate a response.
Developing ways for generative AI tools to be more useful and worth paying for is the future companies like OpenAI have promised for agents, and it claims that deep research is capable of operating at the level of a research analyst. The demo video included here begins with a request for info on changes in the retail industry over the last three years, with a response that includes bullet points and tables.
ChatGPT deep research example
This feature closely follows OpenAI’s launch of Operator, a tool that can use a web browser to complete tasks for you, and is similar to the Project Mariner research prototype Google showed off in December. Google’s tool is not available to the public yet, but deep research is launching “with a version optimized for Pro users today.”
OpenAI is offering up to 100 queries per month for those paying the $200 monthly fee and “limited access” promised for Plus, Team, and eventually, Enterprise users, calling the ability “very compute intensive,” requiring more inference compute the longer it takes to research something. It also says that all paid users will get higher rate limits in the future when a faster, more cost-effective version is available.
A press release says that the model powering deep research scored a new high for accuracy on an AI benchmark dubbed “Humanity’s Last Exam,” which asks for responses to expert-level questions. The OpenAI deep research model reached an accuracy of 26.6 percent with browsing and python tools enabled, well above GPT-4o’s 3.3 percent, and the next highest scorer, its o3-mini (high) model evaluated only on text, at 13 percent.
