DOGE has been targeting several government agencies, gutting them in an effort to rein in spending. The Internal Revenue Service appears to be its latest target, with The Washington Post reporting that DOGE is asking for broad access to IRS data, including highly sensitive taxpayer data and tax returns.

The data in question includes the Integrated Data Retrieval System (IDRS), which provides a mechanism for IRS employees to access the agency’s most sensitive and private taxpayer data. Access to IDRS is carefully regulated, with federal law only allowing access under very specific circumstances.

• Law enforcement can only access the data with a court order.
• IRS and Treasury Department employees can only access the data for purposes related to audits, collections, tax enforcement, revenue collection, and some administration functions.
• Even lawmakers cannot access the data.

According to The Guardian, the White House defended its efforts to give DOGE access under the guise of rooting out fraud.

“Waste, fraud and abuse have been deeply entrenched in our broken system for far too long,” said White House spokesperson Harrison Fields. “It takes direct access to the system to identify and fix it.”

What the White House did not explain is how looking at taxpayers’ private data will reveal “waste, fraud and abuse,” as opposed to the agency’s policies, procedures, safeguards, and internal operations.

Despite the lack of a good reason for DOGE to be accessing IDRS, the Post reports that the agency “is considering a memorandum of understanding” that would give DOGE broad access.

The Legal Questions

One of the biggest questions many have is whether it is even legal for DOGE to access taxpayer data. Senators Ron Wyden and Elizabeth Warren have written to Acting IRS Commissioner Douglas O’Donnell demanding information regarding giving DOGE access.

As you are aware, tax returns and return information are subject to strong legal privacy protections under Sections 6103 and 7213A of the tax code.2 These laws were strengthened nearly 50 years ago with strong bipartisan majorities of Congress in response to President Nixon’s abuse of the IRS to target his political enemies. These reforms also included prohibitions on executive branch influence over taxpayer audits and other investigations. 3 These prohibitions have long prevented political appointees in previous administrations from accessing the private tax records of hundreds of millions of Americans, and allowing DOGE officials sweeping access these systems may be in violation of these statutes. Violations of these taxpayer privacy laws, including unauthorized access to or disclosure of tax returns and return information, can result in criminal penalties, including incarceration. In one recent example, a contractor working for the IRS who leaked taxpayer information was sentenced in 2024 to five years in federal prison.

While Section 6103 of the tax code prohibits any unauthorized disclosure of tax returns or information contained in tax returns, Section 7213A also makes it unlawful for any federal officer, employee, or authorized viewer to willfully inspect a return or return information for a purpose other than one specifically authorized by law, with inspection defined expansively, to include “any examination of a return or return information.”5 Therefore, improper inspection of tax return information is illegal, even if it has not been made public or disclosed to any unauthorized recipients.

Even if individuals affiliated with DOGE are employed by Treasury, their access to tax information may not be legal. For inspection of taxpayer information to be lawful, it must be made to or by an authorized person for an authorized purpose. While Treasury employees, such as IRS personnel, can access tax return information for their official duties involving tax administration, such as conducting audits or processing tax returns, they generally may not access them for reasons unrelated to those purposes. In addition, there are significant restrictions on access to tax return information for others in the employ of the federal government. There are serious statutory and regulatory restrictions on when employees outside the Treasury Department may gain access to tax return information. To date, no information on DOGE employees or any others executing orders on Musk’s behalf have revealed any clear, stated purpose as to why they need access to return information, whether they have followed all required laws to gain access to IRS systems, and what steps the IRS has taken to ensure that inspection of tax return is contained to authorized personnel and not disclosed to any unauthorized parties.

The two senators also directly address the legality of whether an executive order is enough to grant DOGE access.

No executive order requiring agency heads to provide DOGE personnel access to IRS records or information technology systems supersedes the federal tax code. Software engineers working for Musk seeking to gain access to tax return information have no right to hoover up taxpayer data and send that data back to any other part of the federal government and may be breaking the law if they are doing so. DOGE engineers also have no legal right to snoop around and inspect the tax returns of millions of American citizens unless expressly permitted under Section 6103.

The senators’ full letter can be read here and delves into greater detail regarding the legal implications.

Ethical Concerns

In addition to the strictly legal issues are the ethical questions raised by giving DOGE access. For example, the IRS’ own Taxpayer Bill of Rights assures taxpayers that this kind of scenario will not happen.

The Right to Privacy

Taxpayers have the right to expect that any IRS inquiry, examination, or enforcement action will comply with the law and be no more intrusive than necessary, and will respect all due process rights, including search and seizure protections and will provide, where applicable, a collection due process hearing.

Learn more about your right to privacy.

The Right to Confidentiality

Taxpayers have the right to expect that any information they provide to the IRS will not be disclosed unless authorized by the taxpayer or by law. Taxpayers have the right to expect appropriate action will be taken against employees, return preparers, and others who wrongfully use or disclose taxpayer return information.

Learn more about your right to confidentiality.

Given the number of government websites that have had information purged, below is a screenshot of the sections in question.

Conclusion

DOGE’s request to access Americans’ most private and sensitive data is a disturbing turn of events, one that has not been clearly explained and is likely in violation of the law. The revelation is even more concerning when considering previous reports that indicate DOGE is guilty of embarrassing lapses in cybersecurity, meaning its access to IRS data could open the door to an unprecedented avalanche of cybersecurity breaches.

Observers are also questioning why an administration that promised to reign in Big Tech has seemingly handed the keys of the kingdom to one of Big Tech’s most controversial executives and is now on the verge of handing over Americans’ most sensitive and private data to that same tech mogul.

A ban on TikTok went into effect on January 19—the day before President Trump’s inauguration—after the U.S. Supreme Court ruled against the company’s appeal. Despite initially pushing for a ban during his first administration, Trump vowed to try to save the company from the ban imposed by the Biden administration.

As part of his effort, Trump issued an executive order providing TikTok a 75-day reprieve and ordering the Attorney General to send letters to companies indemnifying them from any liability for continuing to provide access to TikTok.

I further order the Attorney General to issue a letter to each provider stating that there has been no violation of the statute and that there is no liability for any conduct that occurred during the above-specified period, as well as for any conduct from the effective date of the Act until the issuance of this Executive Order.

According to Bloomberg’s Mark Gurman, Apple has received such a letter and reinstated TikTok in response.

The app can already be found on the App Store.

Arm designs the world’s leading mobile chips, serving as the basis for chips used by Apple, Qualcomm, Samsung, Google, MediaTek, Ampere, and more. Until now, Arm simply designed chips and then licensed those designs to customers. Depending on their license, companies could make various modifications to the designs to customize them for their specific needs. Apple, for example, has one of the most permissive licenses, allowing the company to heavily modify Arm’s designs to serve as the basis for its M-series chips.

According to Financial Times, via TechCrunch, Arm is implementing a major shift in strategy, with plans to make its own chip. Like other Arm-based chip companies, Arm plans to outsource chip manufacturing. The chip is expected to target the server and data center market, with Meta reportedly an early adopter.

Potential Fallout

The shift in strategy is a potentially dangerous one for Arm, and could ultimately backfire. Arm has a long and established reputation as the Switzerland of the semiconductor industry, selling its designs to any and all companies, while competing with none of them and showing favoritism to none.

With this new direction, however, Arm will likely find itself directly competing with companies it currently licenses designs to. What’s more, the company may face growing concerns among partners regarding whether it is holding back its best, most performant designs for itself.

Alternate Options

Should Arm alienate some of its partners, it could server to spur RISC-V adoption. RISC-V is an open semiconductor platform that was created to offer an alternative to ARM. Unlike Arm, however, no one company controls the semiconductor designs.

In fact, RISC-V International—the global non-profit that stewards the project—makes clear just how open the platform is on its website.

More than 4,500 RISC-V members across 70 countries contribute and collaborate to define RISC-V open specifications as well as convene and govern related technical, industry, domain, and special interest groups. RISC-V combines a modular technical approach with an open, royalty-free ISA — meaning that anyone, anywhere can benefit from the IP contributed and produced by RISC-V. As a non-profit, RISC-V does not maintain any commercial interest in products or services. As an open standard, anyone may leverage RISC-V as a building block in their open or proprietary solutions and services.

RISC-V does not take a political position on behalf of any geography. We are proud to see organizations from around the world working together in this new era of processor innovation. RISC-V was founded in 2015 as the RISC-V Foundation and is incorporated today as RISC-V International Association in Switzerland.

While RISC-V adoption has yet to pose a serious challenge to Arm, a few major players moving to it in response to Arm’s latest development could go a long way toward helping the open semiconductor platform go mainstream.

1. Not having a clear marketing strategy or plan

Moving forward with marketing tasks without having a clear strategy or plan is a recipe for failure. A plan is the compass that guides you toward your goal, while a strategy helps you get optimal results along the way. Without both of these essential components, your marketing dollars are not being optimally spent.

Start by creating SMART goals. These goals are Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of aiming to “generate more website traffic” a better goal would be to “increase website conversions by 20% in the next quarter.” Traffic is easy to get, but it doesn’t guarantee sales. When your goal is to generate conversions, you’ll take a different set of actions that align with conversions, like running paid ads.

If creating a marketing strategy feels overwhelming, hiring a digital marketing agency will help. An agency will know how to reach your market and get them to buy from you. If you don’t have time to be your own full-time marketer, hiring it out is a good move.

2. Not understanding your target market

Not understanding your market will produce poor results. It’s crucial to understand your target market because your messages need to resonate to get engagement.

To be successful, create a detailed buyer persona, or avatar, of your typical customers. Once you do this, you can tailor your messages to address their specific needs and desires. To create your buyer personal, conduct thorough marketing research to identify the demographics, behaviors, and preferences of your potential customers.

3. Inconsistent branding

Where visual branding is concerned, it’s easy to create chaos by using inconsistent images, logos, and colors. You want people to quickly recognize your branding without having to think. Part of developing brand recognition involves repetition, and each time someone is exposed to your brand, you want them to see the same visuals.

To create consistency within your marketing materials, create brand guidelines that outline the proper use of visual elements on all platforms and in print. Your brand guidelines should include parameters for the tone and voice of your messages so they stay consistent and reflect your brand’s values.

4. Overlooking data analytics

Effective marketing relies on data-driven decisions, and ignoring analytics can be your downfall. Setting relevant Key Performance Indicators (KPIs) makes it possible to assess the effectiveness of your efforts. Some fundamental marketing KPIs include:

·  Customer Lifetime Value (LTV): The total amount of revenue a customer brings your business over their lifetime.

·  Conversion Rate (CR): The percentage of people who perform a specific action, like watching a video, signing up for your email list, or making a purchase.

·  Click-through Rate (CTR): The percentage of people who click on your ad or links.

·  Customer Acquisition Cost (CAC): What it costs to acquire a new customer. For example, if you use PPC ads to generate leads, the cost per click would factor into your customer acquisition cost, along with your marketing expenses.

·  Return on Investment (ROI): The revenue generated by a particular marketing campaign compared to the cost of running the campaign.

You can use Google Analytics for tracking website data, and you should have access to analytics inside of the software you use for things like email marketing and customer relationship management. If you’re running PPC ads, each platform will have its own back-end analytics system.

5. Failing to adjust strategies based on data

Sticking with failing or low-performing strategies is a waste of resources. Reviewing analytics will enable you to make informed decisions regarding which strategies are working and which ones you need to improve or drop.

6. Neglecting customer feedback

Responding to customers online is an important part of maintaining good customer relationships. If you ignore engagement, it can lead to a decrease in loyalty and lost sales. Pay attention to what your customers are saying and take the opportunity to respond to feedback and reviews, whether negative or positive. You don’t need to respond to everyone if there are hundreds of comments, but don’t ignore everyone, especially when they have an issue.

Turn mistakes into opportunities

Marketing mistakes are inevitable, but they’re also an opportunity for growth. Nobody starts out with a perfect marketing strategy – it’s something you create and refine over time based on results. 

With consistency, the right KPIs, and data, you can increase the impact of your marketing campaigns to make them resonate with your audience and deliver measurable results.

Canonical is one of the leading forces in the Linux space, providing some of the longest support options among the various Linux vendors, making it a popular choice for servers and workstations alike. The company already offers 12 years of support for Ubuntu LTS (Long Term Support), and the company announced the same support term for distroless Docker containers in mid-2024.

In a blog post this week, the company announced it was expanding its LTS support to Kubernetes, beginning with Kubernetes 1.32.

The new release is easy to install, operate and upgrade, with best-of-breed open source networking, DNS, gateway, metrics server, local storage, load balancer and ingress services. Canonical Kubernetes enables customers to upgrade at their own pace, with new upstream releases every four months for organizations that prefer to move fast, and a 12 year commitment for organizations that need long-term supported environments.

“Constant Kubernetes upgrades are a drain on enterprise teams. Customers who deploy Canonical Kubernetes 1.32 LTS can focus on the future, because their clusters will receive security updates for 12 full years,” said CEO Mark Shuttleworth. “Combined with Ubuntu Pro , which covers the widest range of open source applications, the entire open source stack can now be operated with greater confidence and simpler compliance to hardening standards like FedRAMP. From the public cloud to the data center to the edge, on servers and workstations and connected devices, we are excited to deliver a simple ‘deploy-and-move-forward’ approach to enterprise grade containers that keeps the business focus on applications and innovation rather than infrastructure.”

Canonical says its Kubernetes LTS will help businesses smooth out the disruptions that come from the fast-paced Kubernetes development cycle.

The upstream Kubernetes release cycle is fast-paced, with a new version every four months and security maintenance provided for 14 months. Frequent Kubernetes version upgrades disrupt business continuity and require time-consuming and expensive maintenance. At the same time, the pace of innovation in Kubernetes makes newer versions attractive for developers and new deployments.

Canonical will provide interim releases of its Kubernetes packages every four months, aligned with the upstream Kubernetes release cadence and versions. These interim releases will be security maintained and supported for 14 months, with upgrade paths from release to release.

Canonical’s Kubernetes LTS cycle will mirror the same cycle the company follows for Ubuntu LTS releases.

Like Ubuntu, Canonical will release LTS packages of Kubernetes every two years, starting with Canonical Kubernetes 1.32 LTS. With an Ubuntu Pro subscription, these LTS releases will get CVE security fixes for at least 12 years. Thereafter, Canonical will continue to support and patch these releases of Kubernetes based on customer needs for extremely long-lived deployments in telecommunications and other critical infrastructure.

In this way, Canonical’s packaging and LTS commitment to Kubernetes enables both rapid acquisition of the latest upstream for fast-moving deployments and developers, and long term maintenance for production deployments that need to remain stable for many years.

Canonical’s announcement is good news for companies that rely on Kubernetes.

Given that ad spending is projected to grow 7.61 percent annually through 2026, it’s clear that there’s still value in pay-per-click strategies, but it’s as complex a topic as ever. That’s why working with PPC management services are likely in your best interest.

The Benefits of a PPC Management Company

Pay-per-click advertising works well for all businesses, but developing a successful campaign takes a huge commitment. That means you’d have to juggle your time between managing it and the rest of your work responsibilities, unless you partner up with a PPC agency.

1. Good PPC campaigns require help

In the old days, it was as simple as throwing together a simple text advertisement and making sure it was online. But in today’s massive digital age, PPC has become much more complicated; it’s not the same DIY project that it used to be.

How do you know when text ads aren’t enough? What about tailoring your message to different target audiences? Working with a PPC management company ensures that all the big decisions don’t fall on your shoulders.

2. PPC management services know ad formats

To expand a bit on the ad format, PPC agencies know which types of text and video ads work depending on your goals. For example, different points of the campaign necessitate different tones and contexts when you’re trying to generate leads versus gain conversions.

All of this takes months to figure out, which you may not have free for yourself. That’s where hiring a PPC management company comes in; they handle this tedious task and let the experts determine the best format for the message.

3. PPC agencies know industry experts

When you outsource your marketing needs to a PPC company, you get access to a wide range of experts. In other words, when you partner with them, you’ll get matched with a team that already knows how to work within the scope of your industry and the kind of customers you want to bring in.

Together, this partnership results in a much more cost-effective and far-reaching campaign than the DIY route.

4. PPC managers can measure goals and conversions

The thing about marketing campaigns is that metrics like goals and conversions are hard to properly measure, even if you don’t have trouble getting through most the Google Ad process. This part of the setup isn’t for the faint of heart, but an expert at a PPC management company can easily get it done.

5. PPC companies have professional testers

Of course, all businesses of any size should have the capacity to conduct tests within their own marketing campaigns, but the data that is collected could easily be misinterpreted if it’s analyzed by someone who isn’t an expert in this field.

By working with a PPC company, you’ll get access to better results thanks to their ability to conduct more tests and better interpret deeper dives into data. More than ever before, it’s crucial have the best quality of information you can so that your business will experience better success.

6. PPC agencies can create perfect ad copy

The way you phrase things matters profoundly. What works for ad copy may not necessarily be ideal for a PPC campaign, and it takes some skill to know how to translate this call to action. It needs to not just grab attention but also generate leads and conversions.

This is yet another reason that working with a PPC agency is more cost-effective; simply throwing something together in the hopes that it’s good enough doesn’t work anymore, especially with increasing competition in every industry. The agency’s copywriters have extensive experience in this exact field.

7. PPC management services know the science of scaling up

Scaling up a campaign is much more complicated than you may think, requiring a well-orchestrated plan to hit just the right notes at just the right time.

Simply put, there’s a lot of danger in scaling up your campaign prematurely, so why not just let the experts handle it instead of spending money on trial and error? They will use relevant data points to know exactly the right moment to expand.

Finishing Thoughts

Anyone who is new to online advertising, who doesn’t have an in-house team, or who cannot otherwise effectively oversee this type of marketing campaign are the best candidates for working with a dedicated PPC management firm. These experts have significant experience in the field, and they can help you benefit with their established industry contacts.

YouTube TV (YTTV) is the leading live TV streaming service, offering the best blend of channels, price, and additional features, such as unlimited DVR. Being backed by Google has also given YTTV a bargaining power that many competitors can’t match.

Unfortunately, that hasn’t stopped YTTV and Paramount from reaching an impasse in their negotiations. Google informed customers Wednesday evening, February 12.

With YouTube TV, our goal is to offer you the content you love, delivered the way you want it. To make this happen, we enter into agreements with network partners to make their content available on YouTube TV. As such, we’ve been negotiating with Paramount to reach a fair agreement that allows us to keep their channels, including CBS, on YouTube TV without compromising the value of our service. Unfortunately, despite our best efforts, we’ve been unable to reach an agreement.

On February 13, 2025, all Paramount channels will likely become unavailable on YouTube TV. If this happens, this will impact previous Library recordings from these channels, Paramount content in the Entertainment Plus package, and add-on services like Paramount+ with SHOWTIME and BET+. Should Paramount content become unavailable, we will continue to update our Help Center with the latest.

We know how frustrating and disruptive it is to lose channels you enjoy on YouTube TV, and we’re committed to providing you with the best possible entertainment experience. That’s why we’ll continue advocating on your behalf to offer you more flexibility in how you watch your favorite sports and shows while preserving the value of our service. It’s our goal to restore Paramount content to YouTube TV, but if we do not come to an agreement and their content is unavailable for an extended period of time, we’ll offer our YouTube TV subscribers an $8 credit. You can still watch Paramount shows and movies by signing up for their streaming service, Paramount+, starting at $7.99/month. For more information on how we’re addressing our Paramount+, BET+, and Entertainment Plus subscribers, please visit our Help Center.

YTTV says it will continue to try to resolve the issue with Paramount. Ultimately, a possible resolution will hinge on whether Paramount believes it can pick up enough Paramount+ subscribers to offset losing Google/YTTV as a distribution partner.

Apple announced the immediate availability of the Android version of the Apple TV app on its website.

The Apple TV app is now available to download from Google Play on Android mobile devices — including phones, tablets, and foldables — offering Android users access to hit, award-winning Apple Original series and films on Apple TV+, along with MLS Season Pass, the home of Major League Soccer.

The app also includes the ability to resume playing across various platforms.

The Apple TV app on Android includes key features like Continue Watching to pick up where a user left off across all their devices, and Watchlist to keep track of everything they want to watch in the future. The app streams seamlessly over Wi-Fi or a cellular connection, and includes the ability to download to watch offline.

Apple emphasized the wealth of content it provides.

With the Apple TV app on Android, Android users can now subscribe to Apple TV+, which offers compelling drama and comedy series, feature films, groundbreaking documentaries, and kids and family entertainment. The service’s hit titles include series like Severance, Slow Horses, The Morning Show, Presumed Innocent, Shrinking, Hijack, Loot, Palm Royale, Masters of the Air, and Ted Lasso. Subscribers can also access Apple Original films like Wolfs, The Instigators, The Family Plan, Killers of the Flower Moon, CODA, and more.

Just in time for Major League Soccer’s 2025 season, Android users can also subscribe to MLS Season Pass. Available through the Apple TV app, the subscription service offers fans every MLS match in one dedicated location with no blackouts, plus an array of exclusive content, in-depth coverage, and analysis. All 30 MLS clubs will be in action as the league kicks off its 30th season the weekend of February 22.

Apple TV+ is also the home of Friday Night Baseball — a weekly Major League Baseball double-header with no local broadcast restrictions. New for 2025, Apple TV+ subscribers can also enjoy Sunday Night Soccer, a weekly primetime standalone match showcasing MLS’s most compelling matchups.

Android users can download Apple TV via the Google Play Store.

Senator Josh Hawley has introduced “Decoupling America’s Artificial Intelligence Capabilities from China Act of 2025,” a bill that would criminalize the use of DeepSeek. The bill is designed to prohibit U.S. citizens from advancing China’s AI capabilities.

A bill to amend title 18, United States Code, to prohibit United States persons from advancing artificial intelligence capabilities within the People’s Republic of China, and for other purposes.

If passed, the bill would criminalize the import/export of AI technology from China. As a result, it is likely that the mere use of Chinese AI models, such as DeepSeek, would be considered a criminal act under the new law.

The bill includes stiff penalties for companies and individuals alike.

IN GENERAL.—A United States per19 son that violates section 2742 that is not an individual shall—

• (i) be fined not more than $100,000,000; and
• (ii) forfeit any license, contract, subcontract, grant, or public benefit awarded by any Federal agency.

ASSOCIATES OF ENTITIES.—An officer, director, partner, agent, or employee that violates section 2742 shall—

• (i) be fined not more than $1,000,000; and
• (ii) forfeit any license, contract, subcontract, grant, or public benefit awarded by any Federal agency.

INDIVIDUALS.—A United States person who is an individual that violates section 2742 shall—

• (A) be fined not more than $1,000,000; and
• (B) forfeit any license, contract, subcontract, grant, or public benefit awarded by any Federal agency.

If Hawley’s bill passes, it would be a marked departure from previous U.S. policy. Previous bans of Chinese apps and services, such as TikTok, have never gone so far as impose penalties on individual users. The fact that this bill would do that underscores just how much U.S. lawmakers consider China’s AI capabilities a threat.

One-size-fits-all advertising is a thing of the past. Brands today demand more: they want connection, immersion, and a spark of wonder. Experiential marketing isn’t just about selling a product. It’s about weaving emotions into the fabric of an event, a moment, or even a simple object. It’s the art of making people feel.

Experiential marketing merges storytelling with sensory engagement. It’s a pop-up restaurant in a hidden garden, a scent that lingers in a boutique long after you’ve left, or merchandising so exquisitely curated it feels like an extension of the brand’s soul. Looking for the perfect location to bring your vision to life? Explore venue hire in London to discover spaces as unique as your ideas.

In this article, we’ll show you how brands use events, scents, and merchandising to evoke emotions and build lasting connections. Welcome to the realm of limitless creativity and attention to detail.

The Emotional Core of Experiential Marketing

At its heart, experiential marketing leverages the science of emotions. Studies show that people remember experiences far more vividly than facts or figures. By engaging directly with consumers and appealing to their senses, brands can establish a deeper connection.

The Power of Emotionally Charged Campaigns
Emotion drives decision-making. A joyful moment, a nostalgic scent, or an awe-inspiring event can become the key to brand loyalty. For example, Coca-Cola’s “Happiness Machines” turned vending machines into portals for sharing joy, fostering an emotional bond with customers far beyond the product itself.

Emotional marketing succeeds when it elicits feelings that align with the brand’s core values, turning every interaction into an opportunity to create a personal connection.

Creating Connection Through Events

Experiential events are the cornerstone of emotional marketing. By immersing attendees in a curated environment, brands can create memories that forge lasting associations.

What Makes an Event Truly Experiential?

• Immersive Themes: Transport attendees into a different world through transformative event design.
• Interactive Activities: Allow guests to engage hands-on with products or services, fostering a sense of ownership.
• Shareable Moments: Encourage social media amplification by creating Instagram-worthy backdrops and engaging activities.

Case Study: Nike
Nike’s experiential running events combine cutting-edge technology and community building. Participants track their runs, engage in friendly competition, and connect through shared goals—all while experiencing Nike as a lifestyle brand, not just a retailer.

The Underestimated Power of Scent

Scent is an extremely powerful tool in experiential marketing. Unlike visuals or sounds, scents are processed by the brain’s limbic system, which is responsible for memory and emotion. This makes scent marketing an extremely effective way to establish lasting brand connections.

How to Use Scents Effectively

1. Event Atmosphere: Tailor fragrances to match the tone of the event. A spa-themed product launch might feature calming lavender, while a fashion show could use sophisticated floral blends.
2. Retail Environments: Brands like Abercrombie & Fitch have used signature scents to create an instantly recognisable and immersive shopping experience.
3. Product Personalisation: Incorporate scent into packaging or products, such as luxury candles or fragrance-infused giveaways, to leave a lingering impression.

Example: Ritz-Carlton Hotels
The Ritz-Carlton’s bespoke scents, present in lobbies and guest amenities, evoke a sense of calm and luxury, ensuring that the brand experience begins the moment guests step through the door.

Merchandising: More Than Just a Display

Merchandising is a powerful storytelling tool in experiential marketing. It’s not just about showcasing products but about creating tactile, emotional connections with consumers.

Merchandising Strategies for Emotional Impact

• Immersive Displays: Visually striking setups that invite exploration, such as interactive kiosks or themed pop-ups.
• Customisation Opportunities: Allow customers to personalise their purchases, adding sentimental value.
• Limited-Edition Items: Exclusive products tied to specific campaigns create urgency and desirability.

Case Study: Louis Vuitton
Louis Vuitton’s travelling exhibitions pair their iconic luxury products with immersive storytelling, offering attendees not just items to purchase but a journey through the brand’s rich heritage.

Multisensory Campaigns: The Ultimate Experience

The best experiential marketing is a cohesive narrative that immerses participants and leaves a lasting impression. It combines multiple sensory elements—sight, sound, touch, taste, and smell—into one powerful experience.

Steps to Building Multisensory Experiences

1. Establish a Narrative: Start with a story that aligns with the brand’s message and goals.
2. Incorporate Multiple Senses: Engage touch, taste, and scent alongside the usual visual and auditory cues.
3. Measure Engagement: Gather attendee feedback and monitor social media buzz to assess campaign success.

Example: LUSH Cosmetics
LUSH Cosmetics is the epitome of multisensory marketing. Their stores are a masterpiece, from the bold, visually striking displays to the strong fragrances and hands-on product demonstrations. Every aspect of the store experience is a testament to their brand ethos.

Embracing Technology in Experiential Marketing

Technology has expanded the possibilities of experiential marketing, enabling brands to deliver hyper-personalised and immersive experiences.

Innovative Technological Tools

• Virtual Reality (VR): Take participants on an unforgettable journey through a product or service.
• Augmented Reality (AR): Overlay digital content onto real-world environments, as IKEA does with its AR furniture placement app.
• AI Personalisation: Use data to customise experiences for individual attendees, creating deeper engagement.

Overcoming Challenges in Experiential Marketing

While experiential marketing is powerful, it comes with challenges:

• Cost: Immersive campaigns often require significant investment. Planning strategically and focusing on ROI can offset these costs.
• Scalability: Scaling personalised experiences can be tricky, but technology, such as AR and AI, can help.
• Measuring Success: While qualitative feedback matters, combining it with quantitative data, like sales figures or social media reach, provides a fuller picture.

The Future of Experiential Marketing

As consumers continue to demand more meaningful connections with brands, experiential marketing will only grow in relevance. Expect to see:

• Sustainability-Focused Campaigns: Eco-conscious experiences that align with growing consumer values.
• Hybrid Campaigns: A seamless blend of in-person and virtual elements to reach broader audiences.
• Deeper Personalisation: Leveraging data insights to craft unique, tailored experiences for every participant.

Conclusion

Experiential marketing is not just a strategy; it is the future of how brands engage with their audiences. Brands can evoke powerful emotions that resonate far beyond the moment by leveraging events, scents, and merchandising.

In an era where connections matter more than ever, experiential marketing is the way to build relationships, foster loyalty, and leave an unforgettable mark. It’s not about selling a product – it’s about creating a story that consumers want to be part of.

Banks Capitalize on Investor Demand for X Debt

In a significant move, major banks, including Morgan Stanley, Bank of America, and Barclays, successfully offloaded $5.5 billion in loans backed by X at 97 cents on the dollar—an upsize from an earlier plan to sell just $3 billion at 95 cents on the dollar. The sale, which included floating-rate loans with an interest rate hovering around 11%, underscores renewed investor confidence in Musk’s ventures. While these debts remain among the riskiest on Wall Street, surging demand led banks to mark up their positions, mitigating previous write-downs from the loans extended for Musk’s 2022 acquisition of the platform.

For banks, the transaction represents a moment of relief after being stuck with the loans amid X’s struggles to retain advertisers post-acquisition. The ability to sell at a higher price reflects a notable shift in market sentiment—one driven by Musk’s growing influence in Washington and the improving financial outlook of X.

X’s Financial Health: A Gradual Recovery?

Per WSJ, CEO Linda Yaccarino and Morgan Stanley bankers have actively courted investors, presenting X’s improving financials in a recent meeting. The company reported adjusted EBITDA of approximately $1.25 billion for 2024, with annual revenue standing at $2.7 billion. While this still falls short of the $5 billion in revenue recorded in 2021 before Musk’s takeover, it marks a significant increase from the adjusted EBITDA of $682 million seen pre-acquisition.

A key component of X’s recent financial stability stems from its relationship with Musk’s AI venture, xAI. Financial disclosures indicate that xAI has transferred hundreds of millions of dollars to X, helping the social media company remain current on obligations. X now holds a 10% stake in xAI, valued at roughly $5 billion—an asset that is beginning to shape the company’s investment narrative.

The Musk Factor: Washington Influence and Advertiser Rebound

One of the more unexpected drivers of X’s financial resurgence has been Musk’s increasing political clout. His proximity to President Trump—who appointed him to lead the Department of Government Efficiency—has reassured investors betting on X’s potential regulatory advantages and influence. Some of X’s largest advertisers, including Disney and Amazon, have returned or increased their ad spending on the platform, signaling cautious industry optimism. This marks a stark turnaround from 2023 when several major advertisers fled following mostly false accusations coordinated by liberal interest groups about content on the platform. X is currently suing those groups who have since disbanded in shame.

Upon taking over Twitter, Musk famously fired the censorship department, which was later found to have coordinated with the Biden Administration and various 3-letter agencies to censor content that went against the administration’s narrative. This includes censoring very real news on Hunter Biden’s laptop, which could have doomed Biden’s chances of winning the election. The Twitter files also exposed massive shadow banning of conservatives, including an outright banning of the President of the United States. Facebook also banned Trump, although, in recent interviews, Zuckerburg has said that shouldn’t have happened. He noted that the Biden administration put massive pressure on them to do so.

The subsequent advertiser pullback, coupled with Musk’s public remarks—famously telling departing advertisers to “go f— yourself”—intensified financial concerns. Musk pointed out that he would not censor truth and opinions just because liberals disagreed. Instead, X launched Community Notes, enabling all users to expose posts that were untrue or needed improvement. Interestingly, this approach is being copied by Facebook as it also says it will no longer censor posts. This has led to an advertising renaissance at X. For instance, Amazon is ramping up its spending, and Apple is reportedly in discussions to reintroduce advertising on X.

Challenges on the Road to Sustainable Profitability

Despite these positive indicators, significant hurdles remain. X still carries roughly $6 billion in unsold debt, considered riskier according to WSJ than the portion recently offloaded. The company’s reliance on Musk’s other ventures—particularly xAI—for financial support raises concerns about long-term sustainability. Additionally, while some advertisers have returned, X’s advertising revenue remains well below pre-acquisition levels, but it is at least making substantially more profit than Twitter was.

Moreover, investor enthusiasm appears contingent on Musk’s broader ecosystem of companies rather than X’s standalone viability. The extent to which X can leverage its relationship with xAI and other Musk-led initiatives to generate sustained revenue growth will determine its long-term success.

Fake reviews have been a growing problem for online platforms of all sizes, with Google and Amazon particularly impacted. Google has already taken measures to fight back against fake reviews, Amazon has sued companies providing fake reviews, and the FTC has rolled out rules make fake reviews illegal.

Despite the measures it has taken, the CMA has not been happy with Google’s progress fighting fake reviews. Following an investigation, the CMA reached an agreement with Google for it to take stronger action.

The undertakings offered by Google – one of the most used review platforms in the world – commit the company to have in place enhanced processes to tackle fake reviews written about businesses and services. Google has also agreed to enforce sanctions to deter businesses that try to benefit from fake reviews and sanction those that write fake or misleading reviews.

The agreement comes after the CMA launched an investigation into Google over concerns it may have been breaching consumer law by failing to take sufficient action to protect people from fake reviews – including not doing enough to detect and remove fake reviews, act on suspicious patterns of behaviour, or properly sanction reviewers and businesses who take part in fake review activity.

” When it comes to tackling fake reviews, Google is leading the way. Left unchecked, fake reviews damage people’s trust and leave businesses who do the right thing at a disadvantage,” said Sarah Cardell, Chief Executive of the CMA.

“The changes we’ve secured from Google ensure robust processes are in place, so people can have confidence in reviews and make the best possible choices. They also help to create a level-playing field for fair dealing firms.

“This is a matter of fairness – for both business and consumers – and we encourage the entire sector to take note.”

Google has agreed to the following:

• An enhanced approach to tackling fake reviews: Google has committed to rigorous steps to detect and remove fake reviews – enabling it to rapidly identify and investigate businesses and reviewers that profit from fake reviews.
• Consequences for rogue reviewers around the world: Individuals who repeatedly post fake or misleading reviews for UK businesses (positive or negative) will have their reviews deleted and will be banned from posting new reviews – regardless of their location.
• Consequences for UK businesses: The undertakings mean that businesses found to be boosting their star ratings via fake reviews will have prominent ‘warning’ alerts added to their Google profiles to flag to consumers that suspicious activity has been detected. This will be visible on businesses’ Google profiles, where their overall review scores are shown. Businesses will also have their review function deactivated, meaning they cannot receive any new reviews. Those firms that repeatedly engage in fake review activity will have all their reviews deleted for 6 months or more.
• Easier reporting: The undertakings commit Google to put in place a robust reporting function that allows consumers to easily and quickly report concerning reviews. This includes the ability to report ‘incentives’ – i.e. a payment or reward in exchange for a positive review – which will apply regardless of whether the incentive is offered in person or online.

The CMA cautions businesses to familiarize themselves with the new guidelines or risk possible investigations and fines if they are in violation.

Linux is the most popular operating systems for data centers, web servers, cloud platforms, and other servers. The OS is also growing on the desktop, closing in on 5% market share. For perspective, Linux has roughly the same share of the desktop market as Apple had in 2009.

Despite its popularity, and despite the fact that Facebook’s entire infrastructure is powered by Linux, Facebook is apparently labeling Linux as malware, banning posts, and taking a hostile approach to Linux user groups.

DistroWatch—a popular site that tracks the popularity of various Linux distros and provides information about the software they contain—discussed the development in a post on its site.

Starting on January 19, 2025 Facebook’s internal policy makers decided that Linux is malware and labelled groups associated with Linux as being “cybersecurity threats”. Any posts mentioning DistroWatch and multiple groups associated with Linux and Linux discussions have either been shut down or had many of their posts removed.

We’ve been hearing all week from readers who say they can no longer post about Linux on Facebook or share links to DistroWatch. Some people have reported their accounts have been locked or limited for posting about Linux.

The sad irony here is that Facebook runs much of its infrastructure on Linux and often posts job ads looking for Linux developers.

Unfortunately, there isn’t anything we can do about this, apart from advising people to get their Linux-related information from sources other than Facebook. I’ve tried to appeal the ban and was told the next day that Linux-related material is staying on the cybersecurity filter. My Facebook account was also locked for my efforts.

The site says users should rely on its RSS news feeds, its weekly newsletters, as well as its new Mastodon account.

The bigger issue is why Facebook is suddenly treating one of the most important operating systems as malware and blocking links to a legitimate, informative website.

Annie: “A lot has changed since I started my career 22 years ago as a national TV news producer. Starting out as a Production Assistant at MSNBC with Dan Abrams, I couldn’t have imagined a more exciting or perfect role for me straight out of college. Being part of a team that produced a live, hour-long show five days a week was fast-paced, busy and fun. I loved being part of a big team and working down to the wire to make sure the show got off smoothly. 

Spending nearly a decade in person, within studios, at the onset of my career, is what ultimately propelled me into starting Pace PR. It was the interactions with the guests I booked and connected with in real life, especially in the greenrooms, that laid the foundation for the agency.”

Considering the evolving media landscape, how have you seen the perception of TV news change over the years, especially in comparison to other emerging platforms? 

Annie: “In the past, mentioning my work in television to almost anyone elicited awe and a ton of questions. It carried a sense of gravitas and allure as being an exciting and unconventional career path.Talking about TV news in 2025 likely garners a different reaction. Try mentioning “cable news” to Gen-Z – if it’s not streaming or on social media, there’s a good chance they couldn’t mention the three big national morning shows, or one anchor on CNN or Fox. 

Many companies and brands are putting resources into content, paid opportunities and various marketing tactics outside of traditional PR, TV bookings and broadcast media placements. Everyone’s benefitted from having more options to consider in your total comms plan. But if you overlook TV news, TV bookings and traditional earned media, you’re likely missing out on what could be a critical component to growing your brand awareness, increasing your industry stature and strengthening your thought leadership.”

Would you say that TV bookings continue to hold significant value in 2025? 

Annie: “Absolutely. I know from experience the power TV holds. 

Several years ago, we placed a client of ours, a non-profit CEO, on Bloomberg Television. It was a great segment, lasting several minutes (an eternity in cable news!), that led to a phone call into their office, with a donor looking to make a contribution in the millions. That is a true story! 

We’ve had countless clients secure partnerships directly from appearing on television. Many of them have told me about the interesting folks they themselves have met in the greenroom. 

But TV clips serve another purpose, too. 

For those in the service industry, video content is a way to have potential clients or customers get to know you (or feel like they know you), by watching you in action. How thoughtfully you answer a question from a reporter shows off your personality. 

For our clients who are medical physicians, we’ve heard that these videos play a big part in having a patient make an appointment with them. 

The same thing goes for our legal clients. Hiring an attorney can be quite personal in most instances. Many feel more comfortable getting to know their potential legal counsel by watching them in a few videos, rather than hiring them blindly.

For our CEOs, there really is no better media outlet to highlight success than CNBC (maybe the WSJ ranks closely!). When our VC, PE and investment clients appear on CNBC, it strengthens their reputation in a crowded landscape. 

The power to utilize the clip of the TV interview afterwards, on social media, marketing communications and investment decks have played a role in client’s exits, acquisitions and mergers. 

The power of TV is still quite real – you may just need a strong PR firm to unlock it for you.”

Threads is Meta’s newest social media platform, initially conceived to take advantage of the fallout from Musk’s purchase of Twitter. The company has been focused on growing the platform, but it appears it is finally ready to begin advertising on Threads, much like Facebook and Instagram.

Mosseri posted a message on Threads announcing the change.

We’re starting a small test for ads on Threads with a handful of brands in the US and Japan. We know there will be plenty of feedback about how we should approach ads, and we are making sure they feel like Threads posts you’d find relevant and interesting. We’ll closely monitoring this test before scaling it more broadly, with the goal of getting ads on Threads to a place where they are as interesting as organic content.

Needless to say, most of the comments are opposed to the announcement, with some pointing out how nice it would be if Meta would leave at least one of its platforms ad-free.

cult_papa wrote:

I have immediate feedback for you; Why?

Does meta not bring in enough ad revenue already from instagram and facebook?
So do you intend to supplement this by paying users a portion of ad-revenue for generating the content that makes scrolling and seeing these ads between posts worthwhile?

We give your platform value, not the other way around.

Others, like flutesandpoems, pointed out that they don’t want to be the customer and the product at the same time.

I get a million views a month on this site and don’t get paid a dime. But now you’re going to try to sell to me. I am unwilling to be both the product and the customer. I will never click on an ad on a meta site and you’ll never be able to come up with an ad that I find relevant or interesting.

Anyone who thinks Meta will not monetize Threads with ads is kidding themselves. The company clearly intends to turn Threads into another advertising vehicle, Bluesky, Mastodon, and other open platforms the only real alternative.

When TikTok first faced prospects of a ban under the first Trump administration, Oracle emerged as the likely candidate to take over the platform, along with Walmart. The ban went nowhere and was eventually abandoned, only to be successfully implemented by the Biden administration. TikTok appealed the ban, unsuccessfully fighting its case all the way to the U.S. Supreme Court.

Despite originally supporting a ban, President Trump did an about-face, vowing to help save the company from a ban. Shortly after taking office for the second time, Trump issued a 75-day hold, ordering the Attorney General not to enforce the ban during the 75-day reprieve.

According to an NPR exclusive, Oracle is once again taking the lead in a potential takeover of TikTok’s operations. Interestingly, NPR reports that Oracle, along with a group of investors, is in talks to “effectively take control of the app’s global operations.”

“The goal is for Oracle to effectively monitor and provide oversight with what is going on with TikTok,” a person directly involved in the talks told the outlet. “ByteDance wouldn’t completely go away, but it would minimize Chinese ownership.”

Interestingly, the reported talks are a substantial change from what Trump initially proposed. In a Truth Social the day before his inauguration, Trump spoke of a 50-50 ownership solution.

I would like the United States to have a 50% ownership position in a joint venture. By doing this, we save TikTok, keep it in good hands and allow it to say up. Without U.S. approval, there is no Tik Tok. With our approval, it is worth hundreds of billions of dollars – maybe trillions.

Therefore, my initial thought is a joint venture between the current owners and/or new owners whereby the U.S. gets a 50% ownership in a joint venture set up between the U.S. and whichever purchase we so choose.

If NPR’s source is correct, the current talks could be a much tougher sell since China has made clear in the past that it will not allow TikTok to come under U.S. control. While Beijing may conceivably be open to a joint ownership scenario, it’s hard to believe it will be OK with the terms currently being discussed.

Why Oracle Is a Terrifying Option

National security and concerns over Beijing’s access to Americans’ data are the driving issues behind the ongoing TikTok ban efforts. Unfortunately, privacy advocates should be as concerned, if not more so, at the thought of Oracle being involved.

While Oracle is a well-respected U.S. company, a leading cloud and database provider, and is playing a significant roll in powering AI infrastructure, founder Larry Ellison has endorsed ideas that can only be described as 1984-style mass surveillance.

In a company financial meeting in late 2024, Ellison described his vision, using police body cameras as an example. He describes scenarios where an office would need to turn off the camera, such as when using the restroom, saying the cameras would continue to record and simply be labeled ‘private.’

“The police will be on their best behavior because we’re constantly recording and watching everything that’s going on,” Ellison said. “Citizens will be on their best behavior, because we’re constantly recording everything that is going on. And it’s unimpeachable. The cars have cameras on them. We’re using AI to monitor the video.

“It’s not people that are looking at those cameras; it’s AI that’s looking at the cameras.”

Unfortunately, Ellison is not an outlier within Oracle, in terms of his views on surveillance. The company has a history of being accused of mass surveillance, facing a class action lawsuit in 2022. In the lawsuit, the plaintiffs say the company worked to surveil people, with no regard for whether they were Oracle customers or not.

According to Ellison, the purpose of Oracle ID Graph is to predict and influence the future behavior of billions of people. He explained Oracle could achieve this goal by looking at social activity and locations in real time, including “micro location[s].” For example, Ellison has represented that companies will be able to know how much time someone spends in a specific aisle of a specific store and what is in the aisle of the store. “By collecting this data and marrying it to things like micro location information, Internet users’ search histories, websites visits and product comparisons along with their demographic data, and past purchase data, Oracle will be able to predict purchase intent better than anyone.”

Oracle and TikTok Is a Match Made In Privacy Hell

If Oracle is allowed to gain control over TikTok and its data, it could put the company in a terrifying position to move forward with additional surveillance.

TikTok, like all mainstream social media platforms, offers a goldmine of user data. If the lawsuit against Oracle is accurate, and the company is working to surveil even those who are not customers, having control over a major social media platform would help the company do just that. As a result, there are few companies that pose a more terrifying scenario for TikTok ownership than Oracle.

Ultimately, the controversy surrounding TikTok underscores the importance of BlueSky, Mastodon, and other open social media networks.

The NAD analyzes companies’ marketing claims, evaluating whether they are honest and accurately reflect what a company is delivering. Other companies can challenge a marketing claim, with the NAD investigating whether the complaint is valid. During the month of January, the NAD ruled against T-Mobile on three of its advertising claims.

The First Issue – January 9

The first claim involves T-Mobile’s claim that it offers 20% saves vs ‘the other big guys.’ Charter Communications challenged T-Mobile’s claims, with the NAD finding in favor of Charter, recommending T-Mobile modify or discontinue its marketing claim.

Charter argued the generic reference to “the other big guys” in the commercial included Spectrum Mobile. NAD determined that the claim “the other big guys” is ambiguous and it is not clear from the context of the ad which competitors are being compared, so prospective consumers who live within Spectrum’s limited nationwide footprint could reasonably interpret the challenged claim as against Spectrum Mobile.

NAD also examined whether prospective customers could save 20% by switching to T-Mobile compared to Spectrum Mobile.

NAD found that any savings for Spectrum customers would not be achieved in the first year due to a promotional offer that expires after one year. While the advertised claim touts “Families Can Save,” it was unclear if customers choosing T-Mobile would achieve 20% savings over Spectrum Mobile in the first year.

Therefore, NAD recommended T-Mobile discontinue or modify its advertising to make clear the company/(ies) that are the object of the comparison (“the other big guys”) in those markets where Spectrum Mobile also provides service.

The Second Issue – January 16

The second claim was brought by AT&T and involves the T-Mobile’s marketing claim that customers can “save on every plan vs the other big guys.” Unfortunately for T-Mobile, the NAD found that T-Mobile was not living up to its claim.

NAD determined that the T-Mobile claim “save on every plan vs. the other big guys” conveys the message that the price of a cell phone plan and the same number of lines at T-Mobile will be less than a comparable plan from both AT&T and Verizon. In making its cost comparison, T-Mobile included the cost of certain third-party streaming services, that are bundled with a T-Mobile plan, on top of the price of AT&T and Verizon wireless plans.

NAD also determined that the bundled streaming services are ancillary benefits to cellular phone plans that consumers are unlikely to expect are included when plan prices are being compared and that consumers are unlikely to understand that the savings comparison includes the value of streaming services bundled with a T-Mobile plan.

NAD concluded that the challenged claim was unsupported because in some cases the price of T-Mobile’s plan, when not considering streaming services, is more expensive than comparable plans at AT&T and Verizon.

The NAD recommends that T-Mobile discontinue its marketing campaign.

The Third Issue – January 16

The third claim comes from both AT&T and Verizon, with the two carriers taking issue with T-Mobile’s assertion that “families can save 20% every month versus AT&T and Verizon.”

At issue for NAD was whether T-Mobile’s commercial informs consumers that the 20% savings claim is calculated by including the cost of third-party streaming services on top of the price of AT&T’s and Verizon’s monthly wireless plans.

NAD determined that the context of the challenged commercial does not put consumers on notice that streaming services are connected with T-Mobile’s price comparison claim. Because the main message of the commercial is price savings, without reference to optional add-on streaming services, NAD determined that the small on-screen print disclosure that references streaming services as the basis of comparison is insufficient and contradicts the main message of the commercial.

T-Mobile’s Response

T-Mobile expressed its disappointment with all three decisions, but said it was only appealing the first on, on January 9. The company says it will abide by the other two decisions, evening saying it will “take NAD’s recommendations into account with respect to its future advertising,” in regard to the third decision.

T-Mobile Is No Longer the Un-carrier

T-Mobile built its current success on being the Un-carrier, the scrappy wireless provider that called out its bigger rivals for being more expensive, more opaque, and generally not caring for their customers.

Unfortunately, as the NAD’s decisions show, T-Mobile has largely become the very thing it once railed about, no longer offering plans that are substantially cheaper, and relying on opaque marketing and verbal slight of hand to make its plans seem like a better value than they really are.

The EU has become increasingly aggressive in its attempts to regulate tech companies, going far beyond the US on topics like privacy, user choice, data sharing, and more. As a result of that legislation, the EU has levied billions in fines against Apple, Google, Meta, and more.

Meta CEO Mark Zuckerberg has been particularly vocal in asking that Trump address the EU/Big Tech issue, calling on the President to take action to stop the EU from fining American companies, or make a way for companies to not pay them.

Trump apparently agrees, likening the fines to “a form of taxation,” always a hot topic among Republican lawmakers.

It’s unclear what Trump will or can do to stop the EU, although the threats of tariffs or withholding funding on other fronts may be something he could use as a bargaining chip.

The EU’s Complicated Stance

The EU has set itself apart from the US with its willingness to tackle tough issues, but the bloc is also beginning to gain a reputation for hypocrisy in some circles.

For example, while the is quick to punish companies for failing to uphold user privacy, the bloc has been pushing legislation aimed at creating backdoors in end-to-end encryption (E2EE), allegedly for the purpose of protecting children and cracking down on crime.

While the EU’s goals may be admirable, experts across the scientific, security, and privacy communities have made it abundantly clear that it is not possible to weaken encryption for law enforcement and not weaken it for everyone else. What’s more, any AI-powered or automatic methods of scanning for illegal content inherently comes with risks of false positives.

Despite setbacks, the EU continues to push for its chat control legislation, while simultaneously punishing American tech companies for alleged breaches of privacy.

Eventually, the EU may have to reevaluate its priorities.

Here are some effective strategies to motivate your team and help them focus on the company’s success and profitability!

Build a Strong Relationship

The work of sales agents has become more consultative in recent years, as noted by this page. For this reason, it is important for a good sales agent to possess additional skills beyond sales expertise. It is essential for them to know how to listen and understand the customer’s needs. Alongside product presentations, communication skills are a strong asset in this market. Therefore, it is important for sales representatives to adopt a customer-centric approach, understand their expectations, and build relationships around these concepts. To work in this direction, train your employees to proactively engage with customers through specific learning programs developed with the help of microlearning platforms.

Invest in professional development

Learning is a continuous process, especially in the workplace. Therefore, it is essential to invest in your team’s professional development. Through microlearning platforms with precise guidance, you can design learning modules for your employees. These modules consist of concise, focused lessons tailored to their job responsibilities, ensuring they are well-prepared. Such dynamic programs can be accessed online from any device—phone, tablet, or laptop—allowing employees to learn at their own pace. For instance, micro-training sessions focused on sales can provide product knowledge and sales techniques. Additionally, these can be structured as interactive modules involving role-playing and training in customer relationship management.

Create a positive work environment

A positive work environment helps team members feel valued and supported, boosting their motivation to achieve goals. A pleasant atmosphere reduces stress and energizes employees for their daily tasks. When people feel comfortable and respected, they are more willing to collaborate and share ideas and strategies. This fosters a unified team dynamic, leading to better results and more effective problem-solving.

Provide constant feedback

Organize regular meetings with your sales team to stay updated on their progress. Request feedback regularly and, in turn, offer feedback and guidance. As a team leader, you can provide recommendations for team members and suggestions for expanding the customer base.

Offer rewards and recognition

People appreciate being recognized and valued for their work. A great idea is to establish a reward system to keep team members motivated to perform at their best, as suggested by this list. You can offer various benefits, such as gift cards or other perks, like additional paid time off. These strategies can help you build a motivated, focused, and high-performing sales team that contributes significantly to the company’s success.

LinkedIn is owned by Microsoft, a company that is rushing to implement AI across its various platforms. Much like its parent company, LinkedIn has been increasingly rolling out AI features aimed at helping people find jobs, improve their resumes, and more.

As Reuters reports, a proposed class action lawsuit says LinkedIn quietly rolled out a new preference in August that allowed users to enable or block the company from using their personal data to train AI models. The following month, on September 18, LinkedIn changed its privacy policy and FAQ to clarify that opting out would “not affect training that has already taken place.”

The lawsuit says LinkedIn shared private data, including InMail messages, to third parties so that it could be used to train AI. What’s more, as Reuters highlights, the lawsuit says LinkedIn’s updated privacy policy and FAQ is an effort to “cover its tracks” and demonstrates that the company knew it had crossed the line, especially in its promise to only use customer data to improve the platform and provide support.

LinkedIn denies the claims, saying: “These are false claims with no merit.”