Key Takeaways Next Xbox Could Run Windows: A reliable leak suggests Microsoft is working on an Xbox that runs a custom Windows build with Steam support and full backward compatibility. Steam and Xbox Already Work Well Together: Xbox controllers dominate on Steam, and Microsoft continues releasing more games on the platform. Best-in-Class Backward Compatibility: Xbox Series X supports four console generations. A Windows-based Xbox could make this even more straightforward. A Strategic Shift to Stay Competitive: With PlayStation ahead, Microsoft may bet on openness, merging PC and console ecosystems to regain ground. In the never-ending console wars, it looks like Microsoft might be gearing up to throw out the rulebook – and maybe the whole library too.  According to reports, the next-generation Xbox could run a custom version of Windows, support Steam, and offer full backward compatibility.  That’s not just an upgrade. That’s a potential identity crisis. Or maybe, it’s a long-overdue evolution. Why This Isn’t Just Another Rumor First, let’s get this straight. This isn’t a random internet fantasy or Reddit wishlisting.  The source of these claims is a Spanish leaker known as eXtas1s, with a decent track record with Xbox-related news.  In a recent YouTube video, he claimed that Microsoft is working on a new Xbox console that would run a modified version of Windows, support PC storefronts like Steam, and offer full backward compatibility. The details were later summarized in English on ResetEra by a user named P40L0, helping the rumor spread across the broader gaming community.  Even possibly including a dedicated ‘Xbox mode’ launcher on top of Windows.  While Microsoft hasn’t confirmed any of this (and probably won’t anytime soon), it certainly makes sense when you look at the direction Xbox has been heading.  Xbox is no longer just a piece of hardware. It’s Game Pass. It’s cloud gaming. It’s the Xbox app on your PC. So when someone says the next Xbox might just be a living room-friendly Windows PC, the real surprise isn’t the rumor – it’s that it hasn’t already happened. Steam on Xbox? Why Not – They Already Share a Bed Now let’s talk about Steam.  Valve and Microsoft used to be slightly cold toward each other, especially when Windows 8 tried to become a walled garden. But now? They’re practically roommates.  Steam runs perfectly on Windows. Microsoft has been adding more and more games to Steam. The Xbox controller is the go-to option for most Steam players. In some cases, Microsoft even allows you to link your Xbox and Steam accounts.  Source: Xbox And let’s be honest: the Microsoft Store is… not great. Steam is where PC gamers live. Supporting Steam on the next Xbox might be less about generosity and more about pragmatism.  If you can’t beat Valve, join them – and maybe use their massive user base to prop up your console. Backward Compatibility: Microsoft’s Underrated Power Move The Xbox Series X is hands-down the most backward-compatible console on the market. It supports games from four generations – Original Xbox, Xbox 360, Xbox One, and Series X|S.  Source: Xbox.  You can play Knights of the Old Republic, Fable II, or Gears of War 3 without paying for a remake or subscription.  Just insert the disc or download your old digital copy, and you’re good to go. Many older titles look and run better, thanks to features like Auto HDR, higher resolutions, and faster load times. It’s not just support – it’s enhancement. This kind of access is rare. Sony’s PS5 doesn’t support PS3 discs at all. And Nintendo locks most of its classic library behind paid online services.  Microsoft, by contrast, is preserving its gaming legacy in a way that respects the player. If the next Xbox runs Windows and supports Steam, backward compatibility could surpass consoles. You could run your entire game library across decades and platforms with no emulators, just Windows doing what it does best. That’s more than a feature. It’s a reason to stick with Xbox. Or to finally switch.  Is This About PlayStation? Of Course it is Let’s not pretend this is happening in a vacuum.  The PlayStation 5 is dominating this console generation. Sony’s strategy has been aggressive and, frankly, smart. Exclusive titles. Strong global brand. A focus on cinematic single-player experiences that people want to play.  Microsoft tried to play the subscription game with Game Pass. It was a great idea, and it still is – but it hasn’t closed the gap.  And then came the Activision Blizzard acquisition. That was supposed to be a game-changer. Instead, it turned into a regulatory circus and has yet to deliver a big shift in momentum.  Call of Duty is still on PlayStation. Diablo IV didn’t launch as a Game Pass exclusive. So what does Microsoft do when it’s behind? It opens up. This isn’t the first time Microsoft has flipped the script. It open-sourced .NET, embraced Linux, and made Visual Studio Code free. The message behind these moves? We’re not the old Microsoft anymore — we’re the cool one now. Now, that same logic might apply to Xbox.  If people aren’t buying the Xbox for its exclusives, give them a reason to buy it for everything else. Steam, Windows, emulation, mods – these are things gamers want but don’t get from traditional consoles. The Console That Isn’t a Console Imagine a box under your TV that runs Windows, plays Steam games, runs emulators, supports Xbox Game Pass, and doesn’t care where your games come from.  Call it an Xbox, call it a PC, call it ‘Xbox Fusion’ or whatever marketing comes up with. But that’s not a console in the traditional sense – that’s a lifestyle device. And before you laugh at that phrase, remember the Steam Deck? That thing is a handheld Linux PC. People jailbreak it. They install Game Pass on it. They use it to emulate Nintendo games. Valve leaned into that openness, and it worked. If Valve could do it with a $399 handheld, why can’t Microsoft do it with a $499 living room console?  It’s About Ecosystem, Not Exclusives Once upon a time, consoles lived and died by their exclusives.  But Microsoft isn’t trying to sell you a box. It’s trying to sell you into an ecosystem. Game Pass. Xbox Live. Cloud saves. Achievements. Cross-play. Even the Xbox app on your phone. By turning the Xbox into a Windows-powered hybrid, they make it easier to say: ‘You’re already in the Xbox world. You just didn’t know it yet.’ But Will People Buy it? Here’s the catch: People who want a Windows gaming box… already own one. It’s called a PC.  Source: Unsplash.  So the next Xbox must do something a regular gaming PC doesn’t.  It needs to be plug-and-play. It needs to be cheap. It needs to be quiet, reliable, and hassle-free. No driver updates. No BIOS settings. No random crashes because Steam updated, and your mod loader broke.  If Microsoft can pull that off and make a gaming PC that feels like a console, they might not win the generation, but they’ll win back a lot of goodwill. And maybe even some market share.  What This Means for the Industry If the next Xbox truly embraces Windows and Steam, the lines between consoles and PCs will blur even further.  Sony will feel the pressure. Nintendo probably won’t care. But developers? They’ll love it. One build to rule them all, with less fragmentation and more options.  And if Xbox supports things like mouse and keyboard, mods, or even side-loading apps, it could become the best place to play, not because it’s a walled garden, but because it isn’t. Xbox Needs a Bold Move – This Might Be It The console wars are no longer just about graphics or frame rates. They’re about ecosystems. Microsoft tried going all-in on subscriptions, and it helped, but it wasn’t enough. So now, it’s pivoting again. Steam support. Windows under the hood. Full backward compatibility. It sounds wild. But it also sounds like the kind of disruption the gaming industry needs. Don’t be surprised if the next Xbox is a Trojan horse PC for your living room. Microsoft’s been training this horse for years.  Anya Zhukova is an in-house tech and crypto writer at Techreport with 10 years of hands-on experience covering cybersecurity, consumer tech, digital privacy, and blockchain. She’s known for turning complex topics into clear, useful advice that regular people can actually understand and use.  Her work has been featured in top-tier digital publications including MakeUseOf, Online Tech Tips, Help Desk Geek, Switching to Mac, and Make Tech Easier. Whether she’s writing about the latest privacy tools or reviewing a new laptop, her goal is always the same: help readers feel confident and in control of the tech they use every day.  Anya holds a BA in English Philology and Translation from Tula State Pedagogical University and also studied Mass Media and Journalism at Minnesota State University, Mankato. That mix of language, media, and tech has given her a unique lens to look at how technology shapes our daily lives.  Over the years, she’s also taken courses and done research in data privacy, digital security, and ethical writing – skills she uses when tackling sensitive topics like PC hardware, system vulnerabilities, and crypto security.  Anya worked directly with brands like Framework, Insta360, Redmagic, Inmotion, Secretlab, Kodak, and Anker, reviewing their products in real-life scenarios. Her testing process involves real-world use cases – whether it's stress-testing laptops for creative workloads, reviewing the battery performance of mobile gaming phones, or evaluating the long-term ergonomics of furniture designed for hybrid workspaces.  In the world of crypto, Anya covers everything from beginner guides to deep dives into hardware wallets, DeFi protocols, and Web3 tools. She helps readers understand how to use multisig wallets, keep their assets safe, and choose the right platforms for their needs.  Her writing often touches on financial freedom and privacy – two things she strongly believes should be in everyone’s hands. Outside of writing, Anya contributes to editorial style guides focused on privacy and inclusivity, and she mentors newer tech writers on how to build subject matter expertise and write responsibly.  She sticks to high editorial standards, only recommends products she’s personally tested, and always aims to give readers the full picture.  You can find her on LinkedIn, where she shares more about her work and projects.  Key Areas of Expertise: Consumer Tech (laptops, phones, wearables, etc.) Cybersecurity and Digital Privacy PC/PC Hardware Blockchain, Crypto Wallets, and DeFi In-Depth Product Reviews and Buying Guides Whether she’s reviewing a new wallet or benchmarking a PC build, Anya brings curiosity, care, and a strong sense of responsibility to everything she writes. Her mission? To make the digital world a little easier – and safer – for everyone.  View all articles by Anya Zhukova Our editorial process The Tech Report editorial policy is centered on providing helpful, accurate content that offers real value to our readers. We only work with experienced writers who have specific knowledge in the topics they cover, including latest developments in technology, online privacy, cryptocurrencies, software, and more. Our editorial policy ensures that each topic is researched and curated by our in-house editors. We maintain rigorous journalistic standards, and every article is 100% written by real authors.

A broad coalition of technology partners and law enforcement agencies, spearheaded by Microsoft’s Digital Crimes Unit (DCU), has disrupted the dangerous Lumma Stealer malware-as-a-service (MaaS) operation, which played a key role in the arsenals of multiple cyber criminal gangs, including ransomware crews. Using a court order granted in the US District Court of the Northern District of Georgia earlier in May, the DCU and its posse seized and took down approximately 2,300 malicious domains that formed the core of the Lumma operation. “Lumma steals passwords, credit cards, bank accounts and cryptocurrency wallets, and has enabled criminals to hold schools to ransom, empty bank accounts and disrupt critical services,” said DCU assistant general counsel, Steven Masada. At the same time, the US Department of Justice (DoJ) seized the MaaS central command structure and targeted the underground marketplaces where access was sold, while elsewhere, Europol’s European Crime Centre (EC3) and Japan’s Cybercrime Control Centre (JC3) went after locally hosted infrastructure. Europol EC3 head Edvardas Šileris, said: “This operation is a clear example of how public-private partnerships are transforming the fight against cyber crime. By combining Europol’s coordination capabilities with Microsoft’s technical insights, a vast criminal infrastructure has been disrupted. Cyber criminals thrive on fragmentation – but together, we are stronger.” In a blog post detailing the takedown, Masada said that over a two-month period, Microsoft had identified more than 394,000 Windows computers that had been infected by Lumma. These machines have now been “freed”, with communications between Lumma and its victims severed. This joint action is designed to slow the speed at which [threat] actors can launch their attacks, minimise the effectiveness of their campaigns, and hinder their illicit profits by cutting a major revenue stream Steven Masada, Microsoft Digital Crimes Unit At the same time, about 1,300 domains seized by or transferred to Microsoft – including 300 actioned by Europol – are now redirecting to Microsoft-operated sinkholes. “This will allow Microsoft’s DCU to provide actionable intelligence to continue to harden the security of the company’s services and help protect online users,” said Masada. “These insights will also assist public- and private-sector partners as they continue to track, investigate and remediate this threat. “This joint action is designed to slow the speed at which these actors can launch their attacks, minimise the effectiveness of their campaigns, and hinder their illicit profits by cutting a major revenue stream.” The Lumma Stealer MaaS first appeared on the underground scene about three years ago and has been under near-continuous development since then. Based out of Russia, and run by a primary developer who goes by the handle “Shamel”, Lumma offers four tiers of service, starting from $250 (£186) and rising to an eye-popping $20,000, for which buyers receive access to Lumma’s style and panel source code, the source code for plugins, and the right to act as a reseller. In conversation with a cyber researcher in 2023, Shamel claimed to have approximately 400 active users. When deployed, the goal is typically to monetise stolen data or conduct further exploitation. Like a chameleon, it is difficult to spot and can slip by many security defences unseen. To lure its victims, Lumma spoofs trusted brands – including Microsoft – and spreads through phishing and malvertising. As such, it has become something of a go-to tool for many, and is known to have been used by many of the world’s more notorious cyber crime collectives, including ransomware gangs. Its customers likely included, at one time, Scattered Spider, the group thought to be behind the ransomware attack on Marks & Spencer in the UK, although there is no public evidence to suggest it was used in this incident. Blake Darché, head of Cloudforce One at Cloudflare, which provided key support during the takedown, said: “Lumma goes into your web browser and harvests every single piece of information on your computer that could be used to access either dollars or accounts – with the victim profile being everyone, anywhere, at any time. “The threat actors behind the malware target hundreds of victims daily, grabbing anything they can get their hands on. This disruption worked to fully set back their operations by days, taking down a significant number of domain names and ultimately blocking their ability to make money by committing cyber crime. “While this effort threw a sizeable wrench into the largest global infostealer’s infrastructure, like any threat actor, those behind Lumma will shift tactics and reemerge to bring their campaign back online,” said Darché. Read more about malware Mobile malware can come in many forms, but users might not know how to identify it. Understand the signs to be wary of on Android devices, as well as what to do to remove malware. Malware operators are further monetising their malicious software by selling it to other attackers on a subscription basis. Learn how to detect and mitigate the threat. A wiperware cyber attack can change the game for organisations because it causes complete destruction of data and systems. Find out how to protect your business.

Photo by Michael M. Santiago/Getty ImagesMicrosoft has quietly implemented a policy blocking employee emails containing the words “Palestine,” “Gaza,” or “genocide” on its internal Exchange servers, according to No Azure for Apartheid, a group of pro-Palestine Microsoft employees. The automated filter, which silently prevents such emails from reaching recipients was first detected on Wednesday—just after Microsoft’s Build developer conference faced repeated disruptions by the activist group.Microsoft has been rocked by internal dissent over its collaboration with the Israeli military and government amid the ongoing assault on Gaza. The company has faced disruptions to its events, including protests from employees over its provision of cloud services and other critical infrastructure used by the Israeli military.Now, the company appears to be tightening its grip on internal discourse. The terms “Israel” and “P4lestine” do not trigger a block, the group said. Microsoft did not immediately respond to a request for comment.Last week, Microsoft attempted to do damage control over its alleged involvement in the genocide. Ahead of the annual Build event, which is aimed at developers and tech enthusiasts from all over the world, the company issued a report claiming that an internal investigation found that Microsoft’s operations did not cause harm to civilians in Gaza.Microsoft’s provision of technology to the Israeli Ministry of Defense (MOD) was first reported by Drop Site News, alongside The Guardian and the magazine +972, based on a trove of internal documents. The reports revealed that Microsoft actively pursued contracts with the Israeli defense ministry, offering them tailored proposals and significant discounts on cloud and AI services. These deals, negotiated and escalated over months, positioned Microsoft as a key technology provider during Israeli military operations in Gaza.Microsoft did not dispute the authenticity of the documents or the reporting, but days before its major annual events released a statement saying that it conducted an internal review and “found no evidence that Microsoft’s Azure and AI technologies, or any of our other software, have been used to harm people.” According to internal documents and emails reviewed by Drop Site, however, just days after the October 7, 2023 attack and the start of Israeli offensive in Gaza, Microsoft started pitching to the Israeli military, anticipating major military spending. Over the next few months, Israeli military became one of Microsoft’s top 500 global customers.On Monday, No Azure for Apartheid said, an employee who disrupted CEO Satya Nadella’s keynote at the flagship Build conference was fired. On Tuesday, during a speech by Jay Parikh, head of CoreAI, a worker shouted, “Jay! My people are suffering! Cut ties with Israel! No Azure for apartheid! Free, free Palestine!” before being swiftly removed by security.Leave a comment

Reading Time: 4 minutes Lifecycle marketers are facing a profound shift in how they engage customers. Artificial intelligence (AI) has emerged as both a promise and a pressure point, positioned as the key to delivering hyper-personalized, timely, and impactful experiences. Yet behind the AI hype lies a more nuanced reality: executing AI-driven lifecycle marketing at scale is often messier than advertised. Marketers are caught between high expectations and systemic challenges, from fragmented data to stalled adoption and internal roadblocks. Understanding what’s holding AI back (and how to move forward with confidence) is essential for modern lifecycle teams.   The Great Data Disconnect One of the most persistent obstacles to realizing AI’s potential in customer engagement and lifecycle marketing is the inability to access and seamlessly activate customer data. Many marketers report being bottlenecked by their reliance on centralized data teams, which slows down the ability to test, iterate, and personalize campaigns at scale. While platforms frequently advertise integrations with major data warehouses such as Snowflake, Databricks, and Amazon Redshift, the reality often falls short. These connections may exist in name but not in function. Instead of enabling real-time audience segmentation or event-triggered personalization, many marketers are forced to rely on manual data exports, SQL queries, or engineering support just to get campaigns off the ground. This idea reinforces what many already know from experience: a tech stack is only as powerful as its weakest connection. The end goal isn’t just connection, but cohesion.  You need platforms that support bi-directional data sync, real-time event streaming, and transparent visibility across the customer journey without additional tools or workarounds. Until these capabilities are widespread, you’ll continue to feel like your AI ambitions are constrained by outdated infrastructure.   When AI Falls Short: Fatigue, Friction, and Fading ROI Even with the right data, many marketers are growing skeptical of AI’s ability to deliver tangible results.  AI fatigue is real.  Teams have poured time and resources into personalization engines, predictive analytics models, and generative content tools…only to find underwhelming returns. This disconnect isn’t imagined. Many AI projects ultimately fail to deliver on their promised ROI, often due to unclear use cases, lack of stakeholder alignment, or insufficient change management. For lifecycle marketers, this often plays out as prolonged proof-of-concept cycles (hello, year-long POC that never seems to end…) that absorb months of energy with little to show. It’s not uncommon for teams to invest in tools that generate predictive churn scores or optimal send times, only to realize those insights aren’t actionable within their rigid engagement platforms. The issue is compounded by the flood of marketing tools claiming AI capabilities. In many cases, the “AI” is little more than rule-based automation in disguise, creating confusion around what real AI looks like and how it should be evaluated.   The Hidden Cost of Vendor Lock-In Another growing concern is vendor lock-in. As marketing tech stacks expand, so does the risk of becoming overly dependent on a single vendor’s ecosystem. This can be especially problematic when marketers outgrow their existing platforms but fear the complexity and disruption of switching. Model Context Protocols (MCPs) offer a path forward. These emerging frameworks are designed to create portable, standardized models for audience segmentation and campaign orchestration. With MCPs, marketers can define core elements—like audiences, campaign flows, and experimentation strategies—in a vendor-agnostic way. This means if they switch platforms, they don’t have to rebuild everything from scratch. The appeal is clear: reduced rework, faster time to value, and more flexibility in choosing best-of-breed tools. MCPs are still gaining traction, but their potential to reduce friction and future-proof marketing strategies is significant. Meanwhile, marketers continue to seek out credible migration stories that show what platform transitions look like in practice. Clear documentation, proven onboarding frameworks, and peer testimonials are increasingly essential for vendors looking to attract modern, data-savvy teams.     Practical Tips for Testing and Evaluating AI Tools Despite the challenges, marketers can adopt a more strategic approach to AI: one that reduces risk and increases clarity. Instead of jumping into full-scale deployments, teams can take smaller, more deliberate steps.  Using the following tactics, you can better differentiate between hype and real capability, allowing you to adopt AI tools that align with your goals and constraints. 1. Use sandbox environments Ask for a sandbox to simulate real use cases without impacting production data. This allows teams to pressure-test capabilities before committing. 2. Prioritize transparent case studies Look for success stories that offer a behind-the-scenes look at implementation, challenges, and actual results, not just polished outcomes. 3. Test integration depth, not just compatibility Don’t stop at “Yes, we integrate.” Ask: Can you trigger journeys based on real-time data? Can attributes update dynamically? Does data flow both ways? 4. Evaluate vendor support and education The best tools come with great training, responsive support, and documentation that accelerates onboarding and learning. 5. Learn from your peers Communities like the Lifecycle Luminaries Slack channel offer real, unfiltered feedback from practitioners. These sources are often the most trustworthy and valuable for unbiased opinions.     Embracing AI Realistically and Strategically AI has the power to transform lifecycle marketing, but only when it’s applied with clarity, intention, and the right foundation. Success doesn’t come from chasing the flashiest tools. It comes from solving real problems: fragmented data, limited visibility, and disconnected systems that prevent marketers from executing the strategies they already know will work. That’s why the most effective marketers right now aren’t asking, “How do I use more AI?” They’re asking, “Where can AI remove friction and help me act faster, smarter, and with more confidence?” At MoEngage, we’ve seen meaningful results when AI is embedded directly into the marketing workflow, not layered on top as an afterthought. Our AI engine, Sherpa, supports use cases like predictive segmentation, intelligent send-time optimization, and creative performance insights. These features are designed to help marketers spend less time reacting and more time proactively engaging their customers. This isn’t about replacing human decision-making. It’s about making smarter decisions, faster, with AI as the assistant, not the driver. As lifecycle marketing continues to evolve, the marketers who succeed won’t be the ones with the most tools. They’ll be the ones who combine strategic thinking, team alignment, and well-integrated AI to deliver personalized, timely, and scalable customer experiences. Marketers must remain curious but skeptical, innovative but grounded. Those who strike the right balance will be best positioned to harness AI’s full potential (not just as a trend), but as a lasting engine of engagement and growth. The post Navigating the AI Revolution in Lifecycle Marketing: Challenges & Opportunities appeared first on MoEngage.

When I was still young and idealistic (or maybe naive), I thought that whatever is put out on legitimate media is “the truth”. But when I started university and I got to see how everything in mass media and mass communication works, I finally understood that there may be a lot of agenda setting and disinformation behind the scenes. Especially now in this media landscape, it’s getting more difficult to sift through the actual information and misinformation/disinformation. Niice Studio has responded to this post-truth reality with a conceptual device named TOTEM. This screenless, sculptural tool aims to navigate media misinformation not by acting as a direct fact-checker, but rather as a barometer, subtly indicating shifts in informational patterns, pressure, and overall volatility. It operates on the principle of translating abstract fluctuations within the media environment into tangible, sensory forms. Instead of presenting raw data, it offers a more nuanced system of feedback through physical, tactile means. Designer: Niice Studio The device analyzes incoming media content, including headlines, images, and textual posts, identifying known falsehoods. However, its intervention is not one of outright censorship or blocking. Instead, TOTEM introduces visual placeholders or subtle redactions, creating spatial gaps or minimal warnings that signal the presence of unreliable elements before the user fully engages with the content. It’s made up of three interconnected units working as a unified structure. TO1 is the insight visualized that generates daily printed discs as a representation of either the stability of disruption of media patterns. Imagine that it’s like printing a coin to represent the news. A normal coin means the news was pretty reliable. A weird-looking coin means there was a lot of shaky or false information going around. TO2 meanwhile is the responsive alert system which performs a physical action when it detects lies or verified distortions. This part is like a built-in alarm. If TOTEM sees something that’s definitely a lie, it will do something you can notice right away – maybe it will change color or shake a little to warn you. Lastly, the TO3 is the background content filter that analyzes media and replaces falsehoods with visual placeholders or subtle redactions. The way they described things is still very conceptual and how it will work in real life as it is screenless and symbolic is pretty vague. But it’s an interesting vision for a future where technology aids in media literacy not through direct intervention, but through subtle, sensory cues that empower individuals to critically assess the information they encounter. The project sparks a conversation about alternative approaches to tackling misinformation, moving beyond the reliance on screens and direct data output towards more embodied and intuitive forms of media consumption. The post Screenless multi-sensory device concept helps visualize media misinformation first appeared on Yanko Design.

Honeybees may use an electric sense to locate nectar-rich flowersproxyminder/Getty Images Electric signals from power lines discourage bees from landing on nearby flowers, and there is growing concern that this so-called “electric pollution” could be causing widespread disruption to insect behaviour. Alongside bumblebees, honeybees have been shown to detect and respond to airborne electric fields – which are often caused by static electricity in the natural world – detected through hairs or antennae. Research has shown that honeybees use electro-reception as a form of communication, and both honeybees and bumblebees are thought to use it to locate nectar-rich flowers. Read more…

SAP executives, led by CEO Christian Klein, told IT and business leaders attending this year’s SAP Sapphire event that by tapping into SAP’s “flywheel” combination of the broadest suite of enterprise apps, context-aware data, and world-class Business AI, they can conquer uncertainty. In a kickoff keynote at the Orlando event, they unveiled a raft of new AI tools, business apps, and partnerships designed to help customers overcome these challenges, transform their operations, and “bring out your best.” Uncertainty “All of us face one problem – every company, no matter which industry or geography. And that problem is uncertainty,” said Klein. “Uncertainty about trade disruption, about new regulatory requirements, and about how AI will transform my business and impact my workforce.” SAP can’t take away macroeconomic uncertainty, he said, “But you have my commitment that we will help your business become more resilient and more resilient – especially in times like these. We will help you bring out your best.” Flywheel effect SAP can do this by utilizing what Klein and other senior SAP executives called the “flywheel effect,” explaining that in physics this is about bringing individual elements together to create new energy. “The first element of the SAP flywheel is our applications,” Klein explained. “Not only do we have the broadest application portfolio in our industry, we also run the most-mission critical business processes end-to-end. No one understands business and industry like SAP does.” The second element of the flywheel is data. “The apps give us the richest treasure of mission-critical business data, and no other tech company has more access to semantically rich business data,” he said. This data then feeds into the third element of the flywheel: AI. Having access to an enormous amount of business data is key to developing extremely powerful Business AI. SAP Business Suite “Then we make the flywheel spin by infusing AI back into the apps, which run your company,” Klein said before introducing the first of several on-stage demos showing how a company can manage uncertainty like shifting tariffs with the power of SAP Business Suite and AI. Expanding the flywheel theme, Muhammad Alam, member of the Executive Board of SAP SE leading SAP Product and Engineering, noted that the demo highlighted how the flywheel of apps, data, and AI is critical to the company’s quest to reimagine business applications. To achieve this, a company needs an application suite that is end-to-end and seamlessly integrated; a data layer that provides a harmonized data model with high-quality data, strong governance and a rich semantical context; and AI that is built on high-quality data and natively available in the apps used every day. Alam noted that while the concept of the flywheel effect isn’t new and most company CIOs have been working hard to achieve it, they have been frustrated by the disparate and heterogeneous applications landscape often built up over time out of necessity. Fragile balance Most companies spend a significant amount of time and money integrating the apps they use together and extracting and bringing together disparate data sets. “In fact,” Alam said, “We estimate that organizations can spend up to 80 percent of their effort and budget in putting together this fragile balance of apps and data, leaving only 20 percent of your resources to focus on value creation.” While this fragile balance has existed for a while, he explained that it breaks down completely in the age of AI, because to create exponential value you need to have your data available with the end-to-end business process context. “Enabling this in a disparate, disconnected landscape is close to impossible,” he said. The only real solution is to move to a best of breed as a suite, or what SAP calls “suite-as-a- service,” Alam told the audience. “The new SaaS is what will allow you to take advantage of the flywheel effect.” “In the age of AI, true differentiation will lie in how you create value from this end-to-end context for your organization,” he said. “This can only happen when you simplify and innovate your core, and not add another layer of complexity to your landscape.” This is what the SAP Business Suite offers. SAP Business Data Cloud Klein and Alam also emphasized the importance of the launch of SAP Business Data Cloud in February and its positive reception from customers and partners. Klein described it as “the crystal ball we need in times of uncertainty, because it offers you the biggest semantical data layer in the industry harmonizing SAP and non-SAP data.” Klein also announced the expansion of business data analysis capabilities in SAP Business Data Cloud through a new partnership with Palantir, while Alam unveiled a new partnership with Adobe to develop an intelligent application on SAP Business Data Cloud that combines SAP Cloud ERP data with data in the Adobe Experience Platform. To enhance the power of the flywheel, Klein and Philipp Herzig, CTO and chief AI officer of SAP, also made a series of AI-related announcements. “At SAP, our goal is to make every end user 30 percent more productive,” said Klein. Joule To achieve this goal, SAP is enabling end users to use human language to interact with Joule, SAP’s generative AI copilot, as our new UX, he said. Joule will provide answers to any business questions they have, while in the backend, very smart Joule Agents will take over tasks from employees across end-to-end processes. “Today we are proud to announce that we are making Joule available to you everywhere and giving you answers on everything,” the SAP CEO said. By combining Joule with WalkMe, the adoption platform acquired by SAP last year, Joule becomes an omnipresent, always-on, proactive, and personalized AI assistant. “No matter in which app the end user is working, SAP or non-SAP, Joule will be everywhere,” Klein said. In addition to making Joule available everywhere, SAP is also enabling Joule to answer everything through a new partnership with Perplexity whose CEO, Aravind Srinivas, joined Klein onstage to demonstrate how Perplexity’s answer engine will integrate with SAP data to provide trusted answers to everyday business questions. Business AI During his keynote section, Herzig highlighted the progress made with SAP Business AI. “We committed that 80 percent of our most-used transactions would be managed via Joule, and we have delivered more than 1,600 skills supporting a wide range of tasks across HR, finance, supply chain, and more out-of-the-box,” he said. “We also introduced Joule for developers and Joule for consultants, helping tens of thousands of people every day to achieve more.” Herzig said SAP is on track to deliver more than 400 AI scenarios by the end of this year, and he is thrilled to see more than 34,000 customers are already using SAP Business AI every day to transform the way they work. For example, he shared that British Telecom is already saving 85 percent of the time it took to find the right skilled candidates for jobs with Joule, which is also helping employees to complete HR tasks in 40 percent less time. “Our AI strategy is super simple, it’s really about three things,” Herzig said. “Joule as the new UI in the age of AI, its Joule Agents to reimagine business processes and AI Foundation on SAP BTP, which is becoming the operating system for AI.” Joule Agents While Joule transforms the experience layer, Herzig said, Joule Agents are transforming the business process layer, “reimagining business processes from the ground up.” Instead of designing enterprise apps around the principle of “insight-to-action,” Joule Agents streamline decision-making through reasoning and action. “With this, we are making a paradigm shift in enterprise software, going really from insight to action to reason and action with AI,” Herzig said. “Joule Agents will take your business processes to a completely new level.” Soon, he said, companies will have a huge team of agents – Joule Agents, third-party agents, and custom agents built in Joule Studio – as part of their workforce. To control and govern these agents, Herzig announced the launch of AI agent hub in SAP LeanIX. “SAP LeanIX already knows your business processes and enterprise application landscape, so it was just a logical step to expand the methodology to Joule Agents too,” he said. Among other innovations, Herzig announced that SAP is introducing more than 60 new and updated capabilities into AI Foundation, including a prompt optimizer in AI Foundation developed in joint collaboration with Not Diamond, a frontier AI lab out of San Francisco. Prompt optimizerautomatically converts existing prompts to different models, and a futuristic new partnership with Neura Robotics and Nvidia is designed to blend digital and physical worlds and help empower humanoid robots to achieve business outcomes. SAP runs SAP Rounding out the kickoff keynote, Sebastian Steinhaeuser, chief operating officer and newest member of the Executive Board of SAP SE, explained how the company has achieved considerable gains by running its own operations on SAP using the combined power of apps, data, and AI. “With Joule, our developers, consultants, and HR are seeing strong efficiency benefits today. Across SAP, we track several hundreds of millions in AI-powered efficiency gains committed to our budget.” Steinhaeuser also discussed the benefits of SAP Business Data Cloud, noting, “Earlier this year, we became customer zero of SAP Business Data Cloud, offering us distinct advantages: First, we can connect all data in one semantically rich data layer. Second, this helps us generate better insights faster, and across our financial, workforce, and sales planning. And third, we can fuel even better Business AI.” Next up, he said, we are excited to go live with the first set of intelligent applications, starting with People Intelligence. Moving to SAP’s own app layer, Steinhaeuser shared more about SAP’s own RISE with SAP journey. He also emphasized the importance of tools like SAP Signavio and SAP LeanIX in mapping process landscapes and enterprise architecture, for SAP’s own transformation journey. “Many of our meetings no longer start with PowerPoint, instead we use Signavio and LeanIX to discuss how we can improve our processes and architecture,” he said. Summary Summing up the keynote messages, Christian Klein said: “Together we have seen how the SAP Business Suite infused with Business AI can help you in times of uncertainty, and how we help you to get there faster, simpler, and at lower cost.” “Let me finish this keynote with a personal commitment which is really dear to my heart: We will continue to listen to your needs, we will continue to deliver great innovations, and we will stay by your side along the entire journey – especially in times of uncertainty – so that you can run your business in sheer harmony.” This story also appears on SAP.com.

Trawl net bycatch from shrimp fishery, Sea of Cortez, Mexico. (Photo by: Mark Conlin/VW PICS/UIG via ... More Getty Image)Universal Images Group via Getty Images Beneath the placid surface of the global seafood market, a material financial risk is quietly escalating—one rooted deep within the industry's supply chain. It's not climate volatility or ESG scrutiny grabbing the headlines —but the fragile economics of what we’re feeding our farmed fish. A new report from the FAIRR Initiative—an $80 trillion-backed investor network focused on ESG risks in protein production—exposes a growing contradiction at the heart of the global salmon farming industry: a sector that markets itself as sustainable yet increasingly relies on a shrinking, finite resource—wild fish—for its survival. Released ahead of the 2025 UN Ocean Conference, the report follows a four-year engagement with seven of the world’s largest publicly listed salmon producers and delivers a stark warning: without urgent reform, the industry’s feed supply chain could buckle under its own expansion. These companies represent 58% of global farmed salmon production, with over 1.2 million tonnes produced in 2023. FAIRR’s analysis reveals systemic environmental, regulatory, and financial risks tied to dependence on wild-caught fish, exposing a deep disconnect between sustainability claims and operational reality. Supply Chain Risk from Finite Fish Resources The industry’s dependence on fishmeal and fish oil (FMFO), both derived from wild-caught fish, is a growing vulnerability. According to the UN Food and Agriculture Organization, 90% of global fisheries are already overexploited or at capacity. Yet salmon producers continue to lean heavily on this strained input to support projected production increases of 40% by 2033. FMFO is also used across aquaculture species like sea bass and sea bream, as well as in pet food. In 2023, when Peru cancelled its anchovy fishing season, fish oil prices surged by 107%. Mowi, the world’s largest salmon producer, reported a 70% rise in feed costs between 2021 and 2023 due to that single event. Some companies temporarily switched to algae oil during the price spike, only to revert once fisheries opened—highlighting a reactive approach that favors short-term cost savings over long-term resilience. “We are relying on a finite input to fuel infinite growth projections,” said Laure Boissat, Oceans Programme Manager at FAIRR. “That’s not resilience—it’s a recipe for collapse.” We’re Literally Feeding Fish to Fish Between 2020 and 2024, five of the seven companies in FAIRR’s study increased their absolute use of FMFO made from whole wild fish—by as much as 39%. Despite sustainability claims, only three firms reduced the proportion of FMFO in their feed, and none by more than three percentage points. In response, many companies have turned to fish trimmings—by-products from fish processing—as an alternative. While six producers have increased their use, the supply is inherently limited. One company reported purchasing all available trimmings in its operating region, raising concerns that rising demand could incentivize additional fishing. This exposes a fundamental flaw in the industry’s growth narrative. Farmed salmon production is projected to grow by 40% by 2033, yet fishmeal and fish oil production is forecast to rise by only 9% and 12% respectively over roughly the same period. These numbers are irreconcilable. Without scalable alternatives, or a drastic shift in feed formulation, the industry’s expansion plans appear unsustainable. FAIRR’s report notes that none of the seven companies assessed have set absolute reduction targets for fish-based feed, even as five aim to scale up salmon output. This disconnect exposes investors to long-term risk: if feed supply can't match growth, either costs will skyrocket, margins will shrink, or the environmental impact will intensify. Feed Frenzy: The Domino Effect Across Industries This feed dependency has broader implications. Aquafeed producers face rising costs and raw material uncertainty. The pet food industry, reliant on salmon oil and trimmings, is also vulnerable to volatility. As wild fish availability declines, disruptions in one part of the supply chain can ripple across sectors, amplifying risk. The diversion of edible fish into feed also raises ethical concerns. Over 90% of fish used in FMFO could be eaten by people. Feedback’s Blue Empire report found that in 2020, Norwegian salmon farms used nearly 2 million tonnes of wild-caught fish for feed, including up to 144,000 tonnes harvested off West Africa, enough to feed 2.5 to 4 million people for a year. Novel Feeds: Big Hype, Small Bite Novel ingredients like insect meal, algae oil, and single-cell proteins were once seen as game-changers. Four years later, their use remains limited as challenges abound including high production costs, scalability issues, nutritional limitations, and consumer skepticism. Only three companies have set targets to increase their inclusion, which average just 4%. One aims for 10–15% by 2030—a modest target given the urgent need for action. “In essence, the sector is stalling,” said Boissat. “There’s no silver bullet ingredient on the horizon. What we’re seeing instead is short-term thinking packaged as long-term strategy.” Investors Sound the Alarm FAIRR’s report quantifies a growing financial risk. Feed price volatility, as demonstrated by the Peru example, threatens margins across the sector. That being the case, it’s arguable that the salmon industry’s dependence on wild-caught fish is not just environmentally unsustainable—it’s economically reckless. “As investors, we believe the aquaculture industry must shift towards sustainable feed solutions. Diversifying feed ingredients is not only an environmental imperative, but also a strategic necessity for long-term resilience,” Thekla Swart of FAIRR participant Steyler Ethik Bank said in a statement. Salmon producers often lead the protein sector in disclosure, but FAIRR warns that transparency alone is not enough. “Companies disclose intensity-based metrics, but those don’t show the absolute pressure on fish stocks,” Boissat explained. “This is the gap between reporting and reality—the system is unsustainable even as it appears progressive on paper.” A Fork in the Water: From Carnivores to Mussels? FAIRR’s recommendations are clear. Companies should set absolute reduction rather than efficiency targets for FMFO and invest in scalable alternative feed ingredients—but deeper transformation may be needed. That means shifting away from carnivorous species like salmon toward unfed aquaculture options—such as mussels and oysters—which require no external feed inputs. FAIRR also encourages exploration of plant-based seafood, mirroring moves by the meat industry into alternative proteins. “Fed aquaculture is simply inefficient,” Boissat emphasized. “We must rethink what seafood production looks like in the 21st century.” Ocean Governance on Trial: What the UN Must Confront In Nice FAIRR’s report arrives ahead of the June UN Ocean Conference in Nice, where global leaders will gather to address ocean sustainability. A key issue is the gap between marine protection policy and practice. Many marine protected areas (MPAs) still allow bottom trawling and industrial fishing, undermining conservation goals. “Even in protected waters, the absence of enforceable restrictions allows destructive practices to persist,” said Boissat. “Until regulation catches up with science, these so-called protections offer a false sense of security—for ecosystems and for markets.” Campaigners and investors hope the conference will lead to stronger governance—not just symbolic declarations. Without enforceable protections, risks to marine biodiversity and the industries that depend on it will only grow. Is The Supply Chain Eating Itself? Stakeholder must decide: continue with business as usual, risking biodiversity collapse, food insecurity, and supply chain disruption—or rethink how the aquaculture sector operates. “The industry has been talking about risk and resilience for years,” said Boissat. “But if your entire business model is based on a disappearing input, that’s not resilience. That’s denial.”

05/21 — 2025 by abduzeedo Explore SOMA's evolving branding and visual identity by Made by Ruda. A modular system reflecting architectural logic and adaptability. Hey, fellow creatives! Let's dive into a project that truly stands out in the world of branding and visual identity. We're talking about the SOMA Visual Identity, crafted by the talented team at Made by Ruda. This work, featured on their website, showcases a thoughtful approach to design that mirrors an architectural studio's evolving nature. A Foundation in Contrast SOMA, an architecture studio based in Buenos Aires and Valencia, needed an identity to match their unique, multidisciplinary style. Their work blends brutalist elements with a playful adaptability. Made by Ruda took this contrast and ran with it, creating a system that's both sharp and soft, modular yet messy. It's built to shift, just like SOMA's spaces and ideas. Deconstructing the Typographic Form The core concept began with a typographic exercise. Made by Ruda deconstructed the four letters of "SOMA" into modular, softened geometric forms. These pieces became the building blocks for a flexible system. Think of it as architectural logic applied to a logomark and iconography. You can see these modular elements at play in the "Branding and visual identity artifacts" section of their project overview (Page 1, SOMA Visual Identity by Made by Ruda.pdf). Core Values in Design This modular identity isn't just a pretty face; it expresses SOMA's fundamental values: Collaboration: Interdependent parts form a coherent whole, much like a team working together. Disruption and Innovation: Traditional typographic rules are broken, pushing boundaries. Flexibility: The structure can evolve while keeping its core essence intact. Made by Ruda also chose Wix Madefor Text as a supporting typeface. Its clarity and graphic neutrality provide a nice contrast to the expressive logomark (Page 1, SOMA Visual Identity by Made by Ruda.pdf). This choice highlights the dynamic interplay within the brand. Visualizing Adaptability Take a look at the various applications within the project. The provided PDF (SOMA Visual Identity by Made by Ruda.pdf) offers glimpses into how this system adapts. From the abstract geometric compositions to the subtle branding on a vest or a building facade, the identity maintains its integrity while transforming. The mark overlaid on a building, for instance, clearly demonstrates its architectural inspiration and adaptability. The identity feels dynamic and shape-shifting. It's a testament to how a well-conceived branding and visual identity can truly embody a company's philosophy. It’s not just a logo; it’s a living, breathing system. The Power of Modularity What Made by Ruda achieved with SOMA is a prime example of how modular design can create a truly adaptable and memorable brand. It speaks to the idea that design shouldn't be static, especially for a studio that prides itself on evolution. This project serves as a fantastic source of inspiration for anyone looking to build a flexible and impactful brand. Want to see more of their incredible work? Check out Made by Ruda's official website: https://www.madebyruda.com/ Branding and visual identity artifacts Tags branding