Opera House in Oslo | Gerald ZugmannThe Norwegian National Opera and Ballet, designed by Snhetta, is a compelling fusion of architecture, landscape, and public space. The project challenges traditional notions of monumental architecture, offering an accessible, low-profile form that integrates seamlessly into its urban and waterfront setting.Opera House Technical InformationArchitects1-2: SnhettaLocation: Oslo, NorwayArea: 38,500 m2 | 414,000 Sq. Ft.Project Year: 2003 2008Photographs: Gerald ZugmannA social monument rather than a sculptural one. Snhetta ArchitectsOpera House Photographs Gerald Zugmann Gerald Zugmann Gerald Zugmann Gerald Zugmann Gerald Zugmann Gerald Zugmann Gerald Zugmann Gerald Zugmann Gerald ZugmannSpatial and Programmatic Strategies: An Opera House for the PublicThree primary design elements define the buildings conceptual framework:The Wave Wall: As both a physical and symbolic threshold, this element marks the boundary between land and sea, between the everyday and the performative. Its strong linear form anchors the building in the citys historical relationship with water while reinforcing the idea of cultural exchange.The Factory: A response to the operational needs of a contemporary opera house, this highly functional, rationally planned production space ensures flexibility and efficiency. The clarity in organization enhances the relationship between backstage operations and public engagement, reinforcing the transparency of the artistic process.The Carpet: The expansive, sloping roofscape embodies the concept of democratic monumentality. Instead of relying on verticality to assert presence, the building invites people to engage with it through movement, blurring the line between architecture and urban space.At its core, the opera house fosters an open and inclusive relationship with the public. Unlike traditional performance venues that impose physical and symbolic barriers, this building embraces transparency and accessibility.The spatial organization balances performance spaces, public areas, and production zones to prioritize functionality and civic engagement. With its fluid circulation and generous glazing, the grand foyer acts as an urban living room, extending an invitation to both opera-goers and casual visitors. From the street, large windows reveal glimpses into workshops and rehearsal spaces, demystifying the artistic process and reinforcing a sense of connection between the institution and the public.The sloping roof, an extension of the public realm, transforms the building into an interactive landscape. Visitors ascend the inclined surfaces to gain new perspectives of the city and fjord, engaging with the architecture in a dynamic and participatory manner. This horizontality subverts conventional notions of monumentality, emphasizing shared experience over exclusivity.Materiality and Craft: The Dialogue Between Tradition and InnovationMaterial selection is crucial in defining the opera houses architectural expression. Carrara marble (La Facciata) lends the building a sculptural quality, its whiteness reflecting and absorbing the shifting Nordic light. The precision of its patterning and the treatment of its surface create a subtle interplay of texture and shadow, enhancing the tactility of the exterior.In contrast, Norwegian granite (Ice Green) roots the building in its local geological context, reinforcing a dialogue between imported craftsmanship and indigenous materials. This duality mirrors the opera houses cultural positioningembracing international influences and regional identity.The integration of glass and aluminum contributes to the buildings dual character of openness and enclosure. The transparency of the public areas fosters visual continuity with the surroundings while carefully placed openings frame curated views, controlling light and perspective. The precision in material selection and detailing underscores Snhettas commitment to crafting an architecture that is both timeless and site-specific.Urban and Cultural Impact: Beyond the Opera HouseAs the first significant intervention in the redevelopment of Oslos Bjrvika district, the opera house sets a precedent for urban transformation. Its role extends beyond its function as a performance venueit acts as a social and cultural catalyst, redefining the citys waterfront relationship.By prioritizing public accessibility, the building subverts the notion of an opera house as an elite institution. The inclusion of cafs, a gift shop, and waterfront access ensures a diverse audience, from devoted opera enthusiasts to casual visitors. The transparency of its design encourages engagement with the performing arts, breaking down barriers between production and audience.In a broader sense, the opera house negotiates its position between landscape and urbanity. Viewed from different vantage pointsthe city grid, the Akershus Castle, the fjordit connects Oslos historical and contemporary identity. Its presence anchors the citys cultural aspirations while maintaining a fluid dialogue with the natural and built environment.A Model for Future Cultural Institutions?The Norwegian National Opera and Ballet challenges conventional paradigms of cultural architecture. By prioritizing public accessibility, integrating landscape into architectural form, and embracing material craftsmanship, Snhetta has redefined the role of the opera house in contemporary society.As cities worldwide grapple with the evolving role of cultural institutions, this project offers a compelling model that emphasizes openness over exclusivity and engagement over spectacle. It stands not just as an architectural object but as an evolving part of the city, adapting to and shaping the public life around it.For architects, the opera house is a case study in balancing monumentality with inclusivity, performance with public space, and material precision with contextual sensitivity. It is a reminder that the most successful cultural buildings are not those that dominate their surroundings but those that invite participation, dialogue, and discovery.Opera House PlansFloor Plan | SnhettaFloor Plan | SnhettaElevation | SnhettaOpera House Image GalleryAbout SnhettaSnhetta is a renowned international architecture and design firm founded in 1989, known for its innovative and context-driven approach to architecture, landscape, and interior design. With offices in Oslo and New York, the firm has gained global recognition for projects that seamlessly integrate built environments with their surroundings. Notable works include the Norwegian National Opera and Ballet, the Bibliotheca Alexandrina in Egypt, and the 9/11 Memorial Pavilion in New York. Snhettas designs prioritize accessibility, sustainability, and cultural significance, consistently challenging traditional architectural norms while fostering public engagement with the built environment.Credits and Additional NotesClient: Statsbygg (Norwegian Directorate of Public Construction and Property)Design Team: Snhetta (Lead Architect), in collaboration with consultants and engineersStructural Engineer: RambllAcoustics Consultant: Brekke & Strand AkustikkTheater Consultant: Theatre Project ConsultantsMaterials: Carrara marble (La Facciata), Norwegian granite (Ice Green), glass, aluminum

The Architectural Review is today launching AR On Site, a redesigned newsletter offering a richer and more direct way to keep up with what we publish. In each edition youll find the full introduction to a piece wed like to highlight that week. Below this will be a mix of stories from the current issue, archive pieces that speak to the current moment, and online-only articles that wont appear in print. In tone, we hope it feels closer to the daily editorial conversations we have within our editorial team, while retaining the rigour, design quality and breadth of coverage that define the magazine.For subscribers to the magazine, AR On Site will be the best way to follow the AR and keep up to date with what were publishing, in and outside the print publication. For those who dont yet subscribe, think of On Site as a trial: a demonstration of the best of what we do, in a product crafted by our editors with the same care and attention we put into our renowned print issues.To place a renewed focus on our newsletters means also to shift some priority away from social media, which have become increasingly hostile places for publishers. This isnt just about the recent political machinations at X and Meta. Ever more optimised recommendation algorithms and the prevalence of link throttling where social platforms limit the reach of posts containing links to articles elsewhere make for an adverse environment for the kind of thoughtful criticism the AR trades in. This is a magazine meant to be read, contended with and enjoyed and we would like best to reach readers in an environment that supports these modes of engagement.AR On Site replaces AR This Week and our other editorial newsletters, but AR Competitions remains unchanged. Wed love to hear your thoughts on the new look in this quick feedback form. You might also notice some changes on the ARs website. These are aimed at bringing the website closer to the feeling of the print magazine, and allowing us to publish certain stories in different ways, as we did recently with Jan-Werner Mllers Outrage published on the day of Donald Trumps inauguration. But weve started with a newsletter. Partly because, like a clandestine house extension, we could do it ourselves without the need for permits, planning permissions and consultants. And to drop the metaphor because its the most direct way for us to be in dialogue with our readers.Reuben J BrownDigital EditorSign up for AR On Site: 2025-02-06Reuben J BrownShare

As Chicopee developed into one of the major industrial cities in Western Massachusetts, immigrant groups moved there, finding work at some of the major manufacturing companies. Irish and Polish churches were built and French and French Canadian residents too built their own church, where they could gather and worship in their native language. A wood-frame church was first built in the 1870s and used until it was destroyed by fire in 1912. It took a decade for the congregation to gather enough funds to purchase a new lot and build a new church, but patience was a virtue as their church is a stunner! The cornerstone for the church was laid in 1922 and the building was designed by local architect, George P. Dion, and constructed at the cost of $200,000. The building was dedicated in 1925 and is one of the finest, and most unique churches in the state. Italian Renaissance Revival in style, the church stands out for its 85-foot-tall campanile and cast-stone high-relief in the pediment at the facade. It is believed that within the relief, that depicts the figure of Mary surrounded by Cherubs, depicting the Assumption of the Virgin, George P. Dion used the likeness of his granddaughter as a face of one of the cherubs. The congregation moved out of the building but has been recently mortgaged to a new church, Iglesia CristianaCasa De Paz y Restauracin, showcasing the ever-changing demographics that keep our cities vibrant and stewards that do right by our collective history and buildings.

EventsIs this a crazy idea?Help give the Letterheads anniversary celebrations in June an international dimension...Better LettersFeb 6, 2025 3 min readThe original Letterheads first got to know each other at Jerry Albright's shop in Denver, Colorado. There will be more about Albright, and his influence on the Letterheads movement, in BLAG 07.With news that Letterheads 50 sold out in just two days, I want to revisit an idea I had a year or two ago when the anniversary first crossed my mind.You can tell me if it's crazy...50 Mini MeetsThe event at the American Sign Museum was capped at 350 guests a big meet by any measure but there are thousands of us worldwide.What if, on the same weekend, there were folks meeting in sign shops/studios across the globe in a parallel series of small, local events?There could even be 50 of these gatherings...Remember: it all started with small meetings of apprentices in shops, so this would be a truly authentic way to celebrate five decades of the movement.All it needs are volunteers to open their shop/studio doors and invite local Letterheads to connect, share, and spend time together for some/all of the weekend of 2122 June.Could that be you?Or is there someone near you that could be pursuaded?Letterheads is all about participation, and what better way to defeat the FOMO (fear of missing out) than to share the occasion with other likeminded people in your area? To join together for a weekend of embracing the spirit of the movement as a globally-connected community of people passionate about the craft?If you're 'host curious', then this could be the opportunity you've been waiting for...Risk AssessmentBut, be warned: you might develop a habit. Here's serial host Mike Meyer on the experience of organising his first meet:"The first meet I hosted was in 1992: a one day get together to pretty much put faces to names of sign painters in a 100 mile radius."I thought maybe five or six would show."We had about 25 turn up!"I was hooked!"Support NetworkIf you feel inspired to do something, then let me know: I'll be more than happy to pass on what I've learned from hosting meets, and the same is true of anyone else that has done the same. (There are details of past hosts in many of these event reviews.)I can also list confirmed gatherings on the events page of bl.ag online, just like these: Letterheads per lHorta in Almssera, Valncia, 14 May; Burds of the Brush in Berlin, 57 September; and Amsterdam Letterheads, Netherlands, 2830 August 2026.Crazy, or Not?I'll let you decide, but here's what original Letterhead Mark Oatis replied with when I floated the idea with him:"I do hope some satellite meetings ARE held. I wish I could attend every one."The scene at the 2023 Sydney Paint Jam, hosted by Ryan Donnelly and Emiel Saada at Emiel's Studio Mielo.More LetterheadsBLAG 07

Sweden is poised to regain its status as the frontier Nordic nation for next-generation technology development, following the governments endorsement of a strategic roadmap and a 1.5bn increase in spending on artificial intelligence (AI).Increased state support for AI follows the release of a landmark report, produced by a government-appointed commission, that sounded the alarm of the risks attached to the country falling further behind China, India and the US in the so-called AI race.The commissions AI roadmap for Sweden (AI-RFS) report underlines the critical need for the country to scale-up state partnerships with the private sector.A standout message in the report warned that Sweden risked being left behind in the AI race if the government failed to act urgently to bridge the AI gap.The AI-RFS report comprises 75 separate proposals, including a submission that the state invest an additional 1.5bn into AI development, innovation and technology usability programmes over the next five years to 2029.Measures advanced in the AI-RFS report include a proposal that urges the government to adopt a crisis mode approach to AI. The commission wants it to establish a special task force under the supervision of the prime ministers office to fast-track the implementation of critical AI measures raised in the report.Additionally, the commission advocates the adoption by government of a radical AI-for-all reform that seeks to ensure that every household, business, research organisation and citizen in Sweden has free access to AI tools.The democratisation of AI proposal aims to both reshape how the general public value AI and elevate the technology to a central position in Swedish society.AI-for-all reform, once implemented, will allow free access to AI-driven tools such as ChatGPT, Gemini and Claude.Public access will be routed through a state-managed AI hub, where users will be able to log in and gain access to paid versions of advanced AI tools for limited periods.The AI-RFS report labels AI as having immense potential to unlock human creativity and drive innovation.The combination of human intelligence and AI can produce higher-quality work and faster, the report stated. This allows for new forms of creativity and innovation, which are crucial for Sweden s economic future. AI can strengthen Sweden s ability to manage large-scale societal transitions. By adopting the right strategies and approach, Sweden has the potential to lead the world in AI adoption just as it once led in personal computing and internet speed.Read more about artificial intelligence in the NordicsDenmark is gearing upto become a trailblazing nation in the development and use of artificial intelligence technologies.Universities and technology businesses in Nordic countries are working cross-border as part of two pan-Nordic organisations.Artificial intelligence partnership is designed to reduce the risk of major IT outagesand keep the banks customers happy.The commission consulted over 150 organisations across the private and public sectors in drafting the report, drawing from the core areas of business, industry, legislators and the public sector. Senior members of the high-powered commission include leading multinationals Volvo, Vattenfall, McKinsey and Ericsson.Theres an urgent need for Sweden to close the AI gap, and reinstate its reputation as a major global technology player, said commission chairman Carl-Henric Svanberg, a former CEO of Ericsson.He lamented that Sweden s global AI capability benchmark ranking had dropped significantly in recent years, due to insufficient AI development activity and investment by both the public and private sectors.The necessity for political-led action is reflected by the commission completing the report over six months ahead of the deadline set by the government, said Svanberg. Sweden is lagging behind in AI. As a result, the need for political action is urgent. The corrective measures proposed in the report are designed for fast uptake. Many, which are concrete and costed proposals, are ready for the government to roll out very quickly.Over 20 of the proposed measures in the AI-RFS report are intended for further investigation, said Svanberg. It is important that investigations into these specific constructive measures are not delayed unnecessarily.The report concludes that fast-tracking the roll-out of proposed high-priority measures can be achieved with a high degree of confidence on the basis of Swedish societys openness to change and positive attitude towards embracing new technology.The stark messaging in the AI report amounts to a consequential wake-up call for Swedens legislators and technology sector players alike, said Magnus Tyreman, chair of the Stockholm School of Economics (Handelshgskola i Stockholm) and a commission member. A significant issue for Sweden is that we are currently trailing in fundamental technological areas like cloud, next-generation software, and connectivity, he said. It is in AI technology where we find ourselves furthest behind. This is not a good place to be. We must reverse this situation.The AI-RFS report paints a grim picture regarding the development and status of AI in both Sweden and Europe. The report describes a mini crisis of under-investment and technological advances in AI in EU member states generally, and bemoans the glaring gap in economic growth and value creation between the EU and global rivals the US, India and China.Sweden may be ahead on AI compared to many parts of Europe, but its far behind the US and China especially, said Tyreman. On the positive side, Sweden has the conditions needed to improve its position. What we most require is clear, cohesive political leadership with much faster and bolder decision-making than what we have today.The AI-RFS report advocates boosting general knowledge around AI while driving transformation through significant national investments in world-class research, combined with broader access to computational power and data. It proposes the development of a shared AI infrastructure to transform public services and a regulatory framework to advance innovation and entrepreneurship.Responding to the commission, the government said it intends to integrate critical measures outlined to reenergise the national AI strategy. The original National AI Strategy (NAIS), which was launched in May 2018, failed to deliver on the scope of its initial promise to create a basis for future policy actions and priorities in the AI domain.In particular, the NAIS fell short of reaching agreed AI development targets in the key areas of education and training, research, innovation, AI use, AI infrastructure, and legislative framework. The tight budgetary constraints under which the NAIS has operated meant it was unable to fully take advantage of AIs many opportunities.The Swedish governments appointment of a so-called council of inquiry, to investigate the best methods to accelerate deployment of 5G and fibre across Sweden, is also expected to add momentum and value to innovation-led national AI expansion and reforms.Delivered to the ministry of public administration and digital policy (PA-DP), the commissions AI report will now undergo a comprehensive review ahead of prompt government action and initiatives during the course of 2025, said PA-DP minister Erik Slottner.We share the reports sense of urgency, he said. AI is a competitive global race, and we do not want to be left behind. We must act now. Unfortunately, as other countries advanced rapidly, Sweden missed important opportunities in the early stages of the AI revolution. We need to undo this negative and become a leading world technology actor again.

Andrii IURLOV - stock.adobe.comSamsungs on-device AI: A Computer Weekly Downtime Upload podcastByCliff Saran, Managing EditorListen to this podcastWe speak to the co-founder of Oxford Semantic Technologies, which has developed the AI for the new Samsung Galaxy S25PodcastA few weeks ago, Ian Horrocks took to the stage at an event which featured DeepMinds co-founder, Demis Hassabis, to help Samsung launch its latest phone, the Galaxy S25.He says: It was pretty amazing for me as the sort of humble academic, finding myself in that setting. But it was of course great as well and a culmination of many, many years of research.Horrocks is co-founder of Oxford Semantic Technologies, a startup, spun out of Oxford University, which has developed a knowledge graph AI system called RDFox, that powers the artificial intelligence (AI ) in the latest Samsung Galaxy S25.Samsung acquired Oxford Semantic Technologies in July 2024 and the Galaxy S25 is the first new smartphone from the manufacturer to include AI post acquisition.Explaining the work with Samsung, Horrocks says: One of the reasons why Samsung was so excited about our knowledge graph system is the fact that it can actually run on the phone. You can build it with a relatively small footprint and relatively small compute requirement.Among the benefits of using on-device AI is, as Horrocks points out is: You do need to move potentially sensitive personal data off into the cloud. You can do everything on your own device, so you're in control. The AI on the phone cant use what it can't see and isn't sharing your sensitive personal data.Computer Weekly spoke to Horrocks the week the world of AI was disrupted by Chinas DeepSeek. While there are many questions over how it was developed, he says: I still think it's very interesting how it challenges the orthodox view that generative AI is just all about compute power for training and inference.Horrocks field of expertise is knowledge representation and reasoning. During the time he has worked in this area, Horrocks says: I soon learned there that the impact of algorithms and optimisations can vastly outstrip the impact of better hardware.Among the challenges of knowledge-based AI is what Horrocks calls the scalability of logical reasoning. I was working with a brilliant colleague at Oxford called Boris Motik, who had this idea that to address this problem using a combination of modern computer architecture with some very clever, novel data structures and algorithms.Horrocks says Motiks approach did not focus just on the computational power available in new hardware. He also had some brilliant algorithmic ideas and demonstrated that this could produce a really scalable graph knowledge-based and reasoning system.After joining forces with Motik, the pair faced the challenge of moving from academic research to the next level. He says: We really needed to start a company that could provide a more robust implementations with all of the kind of bells and whistles thatreal industry users require so we joined forces with another colleague, Bernardo Cuenca Grau, and with some more entrepreneurial people who knew how to set up and run a company.For Horrocks, DeepSeek effectively shows the world that there are other ways to achieve results with AI, which do not need to follow-up the same path as the current batch of large language models. I was always a bit sceptical about the idea that we basically know how to do AI. The problem has been sort solved and all we need to do is crank up the hardware and invest billions in equipment, he adds.

I've been praising these simple accessories for years, and this new feature makes them even more useful than ever.

Mobile spyware attacks are on the rise globally. That's why you should treat your phone like a computer, according to this cybersecurity expert.

Pentera's "Scapegoat to Cyber GOAT" campaign flips the script on cybersecurity, celebrating security ... [+] pros as the true GOATs who protect organizations from digital threats.PenetratingCybersecurity is becoming a more visible player in professional sports. The intersection of technology and athletics has grown beyond performance analytics and fan engagement to include data security, infrastructure resilience, and digital transformation. With massive amounts of sensitive data at stakefrom player health records to financial transactions and in-game bettingsports organizations are increasingly reliant on cybersecurity solutions to protect their assets.Cybersecurity firms, in turn, are seizing the opportunity to elevate their visibility through sports sponsorships and large-scale event marketing. The ReliaQuest Bowl, formerly the Outback Bowl, is one of the most prominent examples. ReliaQuests sponsorship positioned the cybersecurity firm at the center of a nationally televised college football event, aligning brand recognition with the passion and energy of the sport. Similarly, CrowdStrikes Super Bowl commercial in 2024 brought cybersecurity into mainstream advertising, demonstrating the industrys growing presence in mass-market media.Now, Pentera is joining the conversation with its first-ever Super Bowl commercial, taking a creative, narrative-driven approach to cybersecurity awareness. While cybersecurity marketing has traditionally leaned on fear-based messaging and technical jargon, Penteras campaign uses humor, sports culture, and gamification to engage its audience. The campaign, titled Scapegoat to Cyber GOAT, highlights the challenges cybersecurity professionals face and reframes the conversation around proactive security and continuous validation.From Scapegoat to Cyber GOATI spoke with Pentera CMO Aviv Cohen about the innovative campaign.Cohen described how they took the acronym GOATwhich stands for Greatest of All Timeand is a popular term applied to athletes like Tom Brady or Michael Jordan, and flipped it. But what about if there was a thing called the cyber GOAT? If there was a cyber GOAT, it would be someone who pioneers, helps the organization in terms of contribution, relentless defense against cyber threats and advancement of security practices.Penteras commercial introduces Gary, a half-man, half-goat character, representing security professionals who often bear the blame when breaches occur but receive little recognition when systems run smoothly. The ad follows Garys journey as he embraces a proactive security mindset, moving from scapegoat to GOAT in cybersecurity.MORE FOR YOUAt its core, the campaign seeks to validate the role of cybersecurity professionalsthe often unsung heroes who keep businesses running securely. Instead of positioning security as a reactive, compliance-driven function, Pentera promotes the Continuous Threat Exposure Management framework, which emphasizes testing security defenses proactively to identify and remediate risks before attackers exploit them.While the Super Bowl ad is the centerpiece, Penteras campaign extends beyond game day with a multi-channel engagement strategy, ensuring visibility across multiple touchpoints. The company has integrated gamification elements such as an interactive website scavenger hunt, encouraging visitors to find hidden GOATs while learning about cybersecurity. To further drive engagement, Pentera is offering a Tom Brady autographed helmet giveaway, reinforcing the campaigns connection to sports culture and the GOAT theme. Cybersecurity professionals can also claim limited-edition Cyber GOAT t-shirts, turning the message into a tangible identity within the security community.Alongside these interactive elements, the campaign includes an educational component with The GOAT Guide. This resource takes the form of a first-person diary by the fictional CISO Gary Grit, outlining a 12-week plan for security leaders looking to strengthen their organizations cyber resilience. The guide provides a step-by-step approach to implementing CTEM, with practical insights on security validation, risk prioritization, and exposure management.By framing cybersecurity strategy as a narrative-driven playbook, Pentera makes complex security concepts more engaging and accessible to its audience.The Value of Technology and Sports PartnershipsThe intersection of sports and cybersecurity or technology extends beyond advertising, as partnerships between cybersecurity and technology companies and professional sports organizations create a mutually beneficial relationship. In todays sports landscape, where teams rely on vast amounts of data to optimize performance, manage operations, and engage with fans, securing that data is paramount. Cybersecurity companies are stepping in not only to protect these assets but also to leverage the high visibility of sports franchises to elevate their brand presence.NetApps collaborations with the San Jose Sharks and the San Francisco 49ers are examples of how partnerships between technology vendors and professional sports are a win-win that streamlines and enhances how fans interact with the teams, while also expanding awareness of the brand and technology. As the official partner of the San Jose Sharks, NetApp provides data storage and analytics solutions that enable video-driven, digital experiences and strengthen fan engagement. Similarly, NetApp recently announced a partnership with the San Francisco 49ers to support business operations and help the franchise reimagine the fan experience at Levis Stadium.Another example is 1Passwords partnership with the Golden State Warriors. By integrating secure password management and identity protection tools, 1Password enhances the teams ability to manage sensitive information while mitigating cybersecurity risks. In an era where high-profile sports organizations are increasingly targeted by cyber threats, these partnerships serve as critical safeguards while also providing cybersecurity firms with the visibility that comes from aligning with globally recognized brands.The relationship between sports franchises and cybersecurity providers is a natural fit, offering teams the security and performance solutions they need while giving technology companies a platform to engage with a broader audience. As professional sports continue to embrace digital transformation, cybersecurity will play an increasingly vital role in protecting the industrys data-driven future.A Shift in Cybersecurity MarketingTraditional cybersecurity messaging often relies on technical jargon, compliance-heavy content, and fear-driven narratives. Pentera, however, embraces a different approach by making cybersecurity relatable and engaging. The sports metaphor and character-driven storytelling introduce a fresh perspective that resonates with both security professionals and a wider business audience.My saying is, No one has a budget to do boring marketing, explained Cohen. It just doesn't work. You kind of converge to the mediumto the averageand no one cares.By aligning with Super Bowl advertising, Pentera reaches beyond the cybersecurity industry, making its message accessible to executives, decision-makers, and the general public. The campaigns focus on proactive security validation reinforces the idea that cybersecurity should be viewed as a strategic business enabler rather than a reactive measure.The Super Bowl provides a unique opportunity for cybersecurity firms to engage enterprise decision-makers who influence security budgets and strategy, build brand credibility through association with a high-profile national event, and increase awareness of cybersecuritys role in modern business and infrastructure.As cyber threats grow more sophisticated, high-visibility campaigns can help reshape how cybersecurity is perceivednot as an IT burden, but as a critical business enabler. This shift in messaging helps position cybersecurity as an essential, forward-thinking component of modern enterprise operations.Elevating Cybersecurity to the GOAT LevelWith growing partnerships between cybersecurity firms and professional sports, the industry is moving beyond the security community and into the mainstream. As sports teams and leagues continue to embrace technology, cybersecurity will be integral to ensuring a secure, data-driven future.Could this be the beginning of a new era in cybersecurity marketing? As cybersecurity firms explore high-impact advertising and sponsorships, the industry has the opportunity to redefine its public perceptionand perhaps, just maybe, turn more cybersecurity professionals into GOATs.

The impact of social media on consumer behavior is undeniable, and businesses need to adopt a more global perspective to keep up. By analyzing vast amounts of data, business AI can spot subtle shifts in consumer behavior that traditional methods often overlook. gettyValentines Day is big business worldwide, and companies rely on their business systems to deliver that "I love you" moment. As this romantic holiday is around the corner, it's fascinating to see how love and commerce intertwine, driving an impressive economic impact.According to the National Retail Federation (NRF), Valentine's Day spending in the U.S. estimated a record $14.2 billion last year, averaging $101.84 per person.This year Business AI is playing cupid behind the scenes and pulling the (heart) strings, from providing ideas and recommendations to delivering on the promise.Predicting love: Demand sensingImagine this: a popular influencer shares a unique romantic dinner recipe, and suddenly, social media is buzzing. Business AI jumps into action, detecting this trend and adjusting demand forecasts for everything from gourmet chocolates to fancy dinnerware. Businesses that catch the hint early can hit the bullseye, while those who dont might find themselves heartbroken over missed opportunities.Take my New Years experience in Istanbul, for instance. As someone who knows grapes are usually available at any time of the year in such a big city, I was shocked to find none in any market. Similar to TikToks cucumber shortage, the viral trend of eating 12 grapes at midnight (not even a Turkish tradition) had everyone scrambling for them.Join event to learn how to integrate and optimize every part of your business, witness the launch of a brand-new solution that connects and harmonizes all your data, and explore how the Joule copilot, deploys AI agents across your organization. The belief is that eating one grape at each stroke of midnight is the way to make your wishes come true for the new year. If retailers had harnessed AI to predict this surge, I wouldnt have spent hours searching for grapes, and they could have capitalized on the demand.The impact of social media on consumer behavior is undeniable, and businesses need to adopt a more global perspective to keep up. By analyzing vast amounts of data, business AI can spot subtle shifts in consumer behavior that traditional methods often overlook.Engaging hearts: Including the customer in the closed loopThis Valentines Day, I ordered a custom cartoon portrait of my partner and me with our cats (I hope he doesnt read my blogs). The company used AI to engage me throughout the process by requesting photos and allowing three revisions before I approved the final design for printing the picture putting it in the frame and shipping it to me with a tracking number and a customer review follow-up.Keeping me as a consumer in the loop of each state from design to even after delivery made me a happy customer who left a 5-star review under the product review even though I am not someone who often comments under the products.Integrating the supply chain into customer experience (CX) is crucial for improving business performance and meeting rising customer expectations. A great customer experience goes beyond simply placing the order. If you are buying a personalized product it has to be designed, manufactured, and delivered to create that perfect wow moment.Companies that understand the importance of customer experience and prioritize making customers feel valued - rather than simply pushing products - achieve loyalty by fostering lasting relationships that drive long-term growth over one-time profits. After all, shopping is not just about owning a product; it encompasses the entire experience.Cupids logistics: The heartbeat of timingWhen it comes to logistics, timing is everything - sometimes even more important than the gift itself. Having real-time visibility into the supply chain is not an option but a necessity. Because even the most thoughtful gift loses its charm if it arrives late; no one wants to be the person whose present misses the mark for their loved one.AI technologies enable live tracking of shipments, ensuring customers receive timely updates while helping companies manage logistics effectively.As a consumer, if I know my product will be delivered today, I can plan my day accordingly instead of waiting home for the delivery guy to come and put the we couldnt find you home note in my postbox. Gone are the days of waiting around like its 2010!This not only ensures customers receive timely updates but also helps companies manage logistics effectively. Knowing when my gift will arrive builds trust in the brand - and keeps the romance alive.Especially if the gift is a perishable item such as flowers or gourmet chocolates, advanced AI solutions monitor product conditions through temperature and motion sensors throughout the supply chain, analyzing potential risks and identifying alternative solutions.The solution might be as simple as rerouting a driver to avoid delays or reducing unnecessary mileage to save on fuel and decrease carbon footprints. Or if a shipment needs to be delivered urgently due to a last-minute order, AI can quickly identify nearby carriers available for immediate pickup.Cupid-edge innovations: Gifts that speak loveBusinesses are now using AI-powered virtual assistants that help sift through vast databases and suggest gifts tailored to your loved ones interests. These virtual assistants not only provide instant support but also enhance the shopping experience by offering personalized gift suggestions based on user input.2025 is the year of businesses letting Business AI be their wingman as they navigate challenges and opportunities. With a dash of AI and a sprinkle of data-driven insights and decision-making tools, businesses can make special days a strategic success.Join event to learn how to integrate and optimize every part of your business, witness the launch of a brand-new solution that connects and harmonizes all your data, and explore how Joule, our copilot, deploys AI agents across your organization.