Which creative studio do you most admire right now, and why? This is a question we asked our community via an ongoing survey. With more than 700 responses so far, these are the top winners. What's striking about this year's results is the popularity of studios that aren't just producing beautiful work but are also actively shaping discussions and tackling the big challenges facing our industry and society. From the vibrant energy of Brazilian culture to the thoughtful minimalism of North European aesthetics, this list reflects a global creative landscape that's more connected, more conscious, and more collaborative than ever before. In short, these studios aren't just following trends; they're setting them. Read on to discover the 25 studios our community is most excited about right now. 1. Porto Rocha Porto Rocha is a New York-based agency that unites strategy and design to create work that evolves with the world we live in. It continues to dominate conversations in 2025, and it's easy to see why. Founders Felipe Rocha and Leo Porto have built something truly special—a studio that not only creates visually stunning work but also actively celebrates and amplifies diverse voices in design. For instance, their recent bold new identity for the São Paulo art museum MASP nods to Brazilian modernist design traditions while reimagining them for a contemporary audience. The rebrand draws heavily on the museum's iconic modernist architecture by Lina Bo Bardi, using a red-and-black colour palette and strong typography to reflect the building's striking visual presence. As we write this article, Porto Rocha just shared a new partnership with Google to reimagine the visual and verbal identity of its revolutionary Gemini AI model. We can't wait to see what they come up with! 2. DixonBaxi Simon Dixon and Aporva Baxi's London powerhouse specialises in creating brand strategies and design systems for "brave businesses" that want to challenge convention, including Hulu, Audible, and the Premier League. The studio had an exceptional start to 2025 by collaborating with Roblox on a brand new design system. At the heart of this major project is the Tilt: a 15-degree shift embedded in the logo that signals momentum, creativity, and anticipation. They've also continued to build their reputation as design thought leaders. At the OFFF Festival 2025, for instance, Simon and Aporva delivered a masterclass on running a successful brand design agency. Their core message centred on the importance of people and designing with intention, even in the face of global challenges. They also highlighted "Super Futures," their program that encourages employees to think freely and positively about brand challenges and audience desires, aiming to reclaim creative liberation. And if that wasn't enough, DixonBaxi has just launched its brand new website, one that's designed to be open in nature. As Simon explains: "It's not a shop window. It's a space to share the thinking and ethos that drive us. You'll find our work, but more importantly, what shapes it. No guff. Just us." 3. Mother Mother is a renowned independent creative agency founded in London and now boasts offices in New York and Los Angeles as well. They've spent 2025 continuing to push the boundaries of what advertising can achieve. And they've made an especially big splash with their latest instalment of KFC's 'Believe' campaign, featuring a surreal and humorous take on KFC's gravy. As we wrote at the time: "Its balance between theatrical grandeur and self-awareness makes the campaign uniquely engaging." 4. Studio Dumbar/DEPT® Based in Rotterdam, Studio Dumbar/DEPT® is widely recognised for its influential work in visual branding and identity, often incorporating creative coding and sound, for clients such as the Dutch Railways, Instagram, and the Van Gogh Museum. In 2025, we've especially admired their work for the Dutch football club Feyenoord, which brings the team under a single, cohesive vision that reflects its energy and prowess. This groundbreaking rebrand, unveiled at the start of May, moves away from nostalgia, instead emphasising the club's "measured ferocity, confidence, and ambition". 5. HONDO Based between Palma de Mallorca, Spain and London, HONDO specialises in branding, editorial, typography and product design. We're particular fans of their rebranding of metal furniture makers Castil, based around clean and versatile designs that highlight Castil's vibrant and customisable products. This new system features a bespoke monospaced typeface and logo design that evokes Castil's adaptability and the precision of its craftsmanship. 6. Smith & Diction Smith & Diction is a small but mighty design and copy studio founded by Mike and Chara Smith in Philadelphia. Born from dreams, late-night chats, and plenty of mistakes, the studio has grown into a creative force known for thoughtful, boundary-pushing branding. Starting out with Mike designing in a tiny apartment while Chara held down a day job, the pair learned the ropes the hard way—and now they're thriving. Recent highlights include their work with Gamma, an AI platform that lets you quickly get ideas out of your head and into a presentation deck or onto a website. Gamma wanted their brand update to feel "VERY fun and a little bit out there" with an AI-first approach. So Smith & Diction worked hard to "put weird to the test" while still developing responsible systems for logo, type and colour. The results, as ever, were exceptional. 7. DNCO DNCO is a London and New York-based creative studio specialising in place branding. They are best known for shaping identities, digital tools, and wayfinding for museums, cultural institutions, and entire neighbourhoods, with clients including the Design Museum, V&A and Transport for London. Recently, DNCO has been making headlines again with its ambitious brand refresh for Dumbo, a New York neighbourhood struggling with misperceptions due to mass tourism. The goal was to highlight Dumbo's unconventional spirit and demonstrate it as "a different side of New York." DNCO preserved the original diagonal logo and introduced a flexible "tape graphic" system, inspired by the neighbourhood's history of inventing the cardboard box, to reflect its ingenuity and reveal new perspectives. The colour palette and typography were chosen to embody Dumbo's industrial and gritty character. 8. Hey Studio Founded by Verònica Fuerte in Barcelona, Spain, Hey Studio is a small, all-female design agency celebrated for its striking use of geometry, bold colour, and playful yet refined visual language. With a focus on branding, illustration, editorial design, and typography, they combine joy with craft to explore issues with heart and purpose. A great example of their impact is their recent branding for Rainbow Wool. This German initiative is transforming wool from gay rams into fashion products to support the LGBT community. As is typical for Hey Studio, the project's identity is vibrant and joyful, utilising bright, curved shapes that will put a smile on everyone's face. 9. Koto Koto is a London-based global branding and digital studio known for co-creation, strategic thinking, expressive design systems, and enduring partnerships. They're well-known in the industry for bringing warmth, optimism and clarity to complex brand challenges. Over the past 18 months, they've undertaken a significant project to refresh Amazon's global brand identity. This extensive undertaking has involved redesigning Amazon's master brand and over 50 of its sub-brands across 15 global markets. Koto's approach, described as "radical coherence", aims to refine and modernize Amazon's most recognizable elements rather than drastically changing them. You can read more about the project here. 10. Robot Food Robot Food is a Leeds-based, brand-first creative studio recognised for its strategic and holistic approach. They're past masters at melding creative ideas with commercial rigour across packaging, brand strategy and campaign design. Recent Robot Food projects have included a bold rebrand for Hip Pop, a soft drinks company specializing in kombucha and alternative sodas. Their goal was to elevate Hip Pop from an indie challenger to a mainstream category leader, moving away from typical health drink aesthetics. The results are visually striking, with black backgrounds prominently featured (a rarity in the health drink aisle), punctuated by vibrant fruit illustrations and flavour-coded colours. Read more about the project here. 11. Saffron Brand Consultants Saffron is an independent global consultancy with offices in London, Madrid, Vienna and Istanbul. With deep expertise in naming, strategy, identity, and design systems, they work with leading public and private-sector clients to develop confident, culturally intelligent brands. One 2025 highlight so far has been their work for Saudi National Bank (SNB) to create NEO, a groundbreaking digital lifestyle bank in Saudi Arabia. Saffron integrated cultural and design trends, including Saudi neo-futurism, for its sonic identity to create a product that supports both individual and community connections. The design system strikes a balance between modern Saudi aesthetics and the practical demands of a fast-paced digital product, ensuring a consistent brand reflection across all interactions. 12. Alright Studio Alright Studio is a full-service strategy, creative, production and technology agency based in Brooklyn, New York. It prides itself on a "no house style" approach for clients, including A24, Meta Platforms, and Post Malone. One of the most exciting of their recent projects has been Offball, a digital-first sports news platform that aims to provide more nuanced, positive sports storytelling. Alright Studio designed a clean, intuitive, editorial-style platform featuring a masthead-like logotype and universal sports iconography, creating a calmer user experience aligned with OffBall's positive content. 13. Wolff Olins Wolff Olins is a global brand consultancy with four main offices: London, New York, San Francisco, and Los Angeles. Known for their courageous, culturally relevant branding and forward-thinking strategy, they collaborate with large corporations and trailblazing organisations to create bold, authentic brand identities that resonate emotionally. A particular highlight of 2025 so far has been their collaboration with Leo Burnett to refresh Sandals Resorts' global brand with the "Made of Caribbean" campaign. This strategic move positions Sandals not merely as a luxury resort but as a cultural ambassador for the Caribbean. Wolff Olins developed a new visual identity called "Natural Vibrancy," integrating local influences with modern design to reflect a genuine connection to the islands' culture. This rebrand speaks to a growing traveller demand for authenticity and meaningful experiences, allowing Sandals to define itself as an extension of the Caribbean itself. 14. COLLINS Founded by Brian Collins, COLLINS is an independent branding and design consultancy based in the US, celebrated for its playful visual language, expressive storytelling and culturally rich identity systems. In the last few months, we've loved the new branding they designed for Barcelona's 25th Offf Festival, which departs from its usual consistent wordmark. The updated identity is inspired by the festival's role within the international creative community, and is rooted in the concept of 'Centre Offf Gravity'. This concept is visually expressed through the festival's name, which appears to exert a gravitational pull on the text boxes, causing them to "stick" to it. Additionally, the 'f's in the wordmark are merged into a continuous line reminiscent of a magnet, with the motion graphics further emphasising the gravitational pull as the name floats and other elements follow. 15. Studio Spass Studio Spass is a creative studio based in Rotterdam, the Netherlands, focused on vibrant and dynamic identity systems that reflect the diverse and multifaceted nature of cultural institutions. One of their recent landmark projects was Bigger, a large-scale typographic installation created for the Shenzhen Art Book Fair. Inspired by tear-off calendars and the physical act of reading, Studio Spass used 264 A4 books, with each page displaying abstract details, to create an evolving grid of colour and type. Visitors were invited to interact with the installation by flipping pages, constantly revealing new layers of design and a hidden message: "Enjoy books!" 16. Applied Design Works Applied Design Works is a New York studio that specialises in reshaping businesses through branding and design. They provide expertise in design, strategy, and implementation, with a focus on building long-term, collaborative relationships with their clients. We were thrilled by their recent work for Grand Central Madison (the station that connects Long Island to Grand Central Terminal), where they were instrumental in ushering in a new era for the transportation hub. Applied Design sought to create a commuter experience that imbued the spirit of New York, showcasing its diversity of thought, voice, and scale that befits one of the greatest cities in the world and one of the greatest structures in it. 17. The Chase The Chase Creative Consultants is a Manchester-based independent creative consultancy with over 35 years of experience, known for blending humour, purpose, and strong branding to rejuvenate popular consumer campaigns. "We're not designers, writers, advertisers or brand strategists," they say, "but all of these and more. An ideas-based creative studio." Recently, they were tasked with shaping the identity of York Central, a major urban regeneration project set to become a new city quarter for York. The Chase developed the identity based on extensive public engagement, listening to residents of all ages about their perceptions of the city and their hopes for the new area. The resulting brand identity uses linear forms that subtly reference York's famous railway hub, symbolising the long-standing connections the city has fostered. 18. A Practice for Everyday Life Based in London and founded by Kirsty Carter and Emma Thomas, A Practice for Everyday Life built a reputation as a sought-after collaborator with like-minded companies, galleries, institutions and individuals. Not to mention a conceptual rigour that ensures each design is meaningful and original. Recently, they've been working on the visual identity for Muzej Lah, a new international museum for contemporary art in Bled, Slovenia opening in 2026. This centres around a custom typeface inspired by the slanted geometry and square detailing of its concrete roof tiles. It also draws from European modernist typography and the experimental lettering of Jože Plečnik, one of Slovenia's most influential architects.⁠ A Practice for Everyday Life. Photo: Carol Sachs Alexey Brodovitch: Astonish Me publication design by A Practice for Everyday Life, 2024. Photo: Ed Park La Biennale di Venezia identity by A Practice for Everyday Life, 2022. Photo: Thomas Adank CAM – Centro de Arte Moderna Gulbenkian identity by A Practice for Everyday Life, 2024. Photo: Sanda Vučković 19. Studio Nari Studio Nari is a London-based creative and branding agency partnering with clients around the world to build "brands that truly connect with people". NARI stands, by the way, for Not Always Right Ideas. As they put it, "It's a name that might sound odd for a branding agency, but it reflects everything we believe." One landmark project this year has been a comprehensive rebrand for the electronic music festival Field Day. Studio Nari created a dynamic and evolving identity that reflects the festival's growth and its connection to the electronic music scene and community. The core idea behind the rebrand is a "reactive future", allowing the brand to adapt and grow with the festival and current trends while maintaining a strong foundation. A new, steadfast wordmark is at its centre, while a new marque has been introduced for the first time. 20. Beetroot Design Group Beetroot is a 25‑strong creative studio celebrated for its bold identities and storytelling-led approach. Based in Thessaloniki, Greece, their work spans visual identity, print, digital and motion, and has earned international recognition, including Red Dot Awards. Recently, they also won a Wood Pencil at the D&AD Awards 2025 for a series of posters created to promote live jazz music events. The creative idea behind all three designs stems from improvisation as a key feature of jazz. Each poster communicates the artist's name and other relevant information through a typographical "improvisation". 21. Kind Studio Kind Studio is an independent creative agency based in London that specialises in branding and digital design, as well as offering services in animation, creative and art direction, and print design. Their goal is to collaborate closely with clients to create impactful and visually appealing designs. One recent project that piqued our interest was a bilingual, editorially-driven digital platform for FC Como Women, a professional Italian football club. To reflect the club's ambition of promoting gender equality and driving positive social change within football, the new website employs bold typography, strong imagery, and an empowering tone of voice to inspire and disseminate its message. 22. Slug Global Slug Global is a creative agency and art collective founded by artist and musician Bosco (Brittany Bosco). Focused on creating immersive experiences "for both IRL and URL", their goal is to work with artists and brands to establish a sustainable media platform that embodies the values of young millennials, Gen Z and Gen Alpha. One of Slug Global's recent projects involved a collaboration with SheaMoisture and xoNecole for a three-part series called The Root of It. This series celebrates black beauty and hair, highlighting its significance as a connection to ancestry, tradition, blueprint and culture for black women. 23. Little Troop New York studio Little Troop crafts expressive and intimate branding for lifestyle, fashion, and cultural clients. Led by creative directors Noemie Le Coz and Jeremy Elliot, they're known for their playful and often "kid-like" approach to design, drawing inspiration from their own experiences as 90s kids. One of their recent and highly acclaimed projects is the visual identity for MoMA's first-ever family festival, Another World. Little Troop was tasked with developing a comprehensive visual identity that would extend from small items, such as café placemats, to large billboards. Their designs were deliberately a little "dream-like" and relied purely on illustration to sell the festival without needing photography. Little Troop also carefully selected seven colours from MoMA's existing brand guidelines to strike a balance between timelessness, gender neutrality, and fun. 24. Morcos Key Morcos Key is a Brooklyn-based design studio co-founded by Jon Key and Wael Morcos. Collaborating with a diverse range of clients, including arts and cultural institutions, non-profits and commercial enterprises, they're known for translating clients' stories into impactful visual systems through thoughtful conversation and formal expression. One notable project is their visual identity work for Hammer & Hope, a magazine that focuses on politics and culture within the black radical tradition. For this project, Morcos Key developed not only the visual identity but also a custom all-caps typeface to reflect the publication's mission and content. 25. Thirst Thirst, also known as Thirst Craft, is an award-winning strategic drinks packaging design agency based in Glasgow, Scotland, with additional hubs in London and New York. Founded in 2015 by Matthew Stephen Burns and Christopher John Black, the company specializes in building creatively distinctive and commercially effective brands for the beverage industry. To see what they're capable of, check out their work for SKYY Vodka. The new global visual identity system, called Audacious Glamour', aims to unify SKYY under a singular, powerful idea. The visual identity benefits from bolder framing, patterns, and a flavour-forward colour palette to highlight each product's "juicy attitude", while the photography style employs macro shots and liquid highlights to convey a premium feel.

12 June, 2025 In our turning points series, design studios share some of the key moments that shaped their business. This week, we meet Accept & Proceed. Accept & Proceed is a London based brand and design studio that works with clients like NASA, Nike and LEGO. Founder David Johnston talks us through some of the decisions that defined his business. In 2006, Johnston took the leap to start his own business, armed with a good name and a willingness to bend the truth about his team… I’d gone through my career learning from big organisations, and one small organisation, and I felt like I wasn’t happy where I was. It was my dad who encouraged me to take a leap of faith and try and go it alone. With nothing more than a month’s wages in the bank and a lot of energy, I decided to go and set up an agency. That really just means giving yourself a name and starting to promote yourself in the world. Accept & Proceed founder David Johnston I think the name itself is a very important thing. I wanted something that was memorable but also layered in meaning. A name that starts with an “a” is very beneficial when you’re being listed in the index of books and things like that. But it became a bit of a compass for the way that we wanted to create work, around accepting the status quo for what it is, but with a continual commitment to proceed nonetheless. Because I didn’t have anyone to work with, in those early months I just made up email addresses of people that didn’t exist. That allowed me to cost projects up for multiple people. That’s obviously a degree of hustle I wouldn’t encourage in everyone, but it meant I was able to charge multiple day rates for projects where I was playing the role of four or five people. Self-initiated projects have long been part of the studio’s DNA and played a key role in building key client relationships. A&P by… was a brief to explore these letterforms without any commercial intent apart from the joy of creative expression. I started reaching out to illustrators and artists and photographers and designers that I really rated, and the things that started coming back were incredible. I was overwhelmed by the amount of energy and passion that people like Mr Bingo and Jason Evans were bringing to this. I think in so many ways, the answer to everything is community. I’ve gone on to work with a lot of the people that created these, and they also became friends. It was an early example of dissolving these illusionary boundaries around what an agency might be, but also expanding and amplifying your potential. The first of Accept & Proceed’s Light Calendars Then in 2006, I was trying to establish our portfolio and I wanted something to send out into the world that would also be an example of how Accept & Proceed thinks about design. I landed on these data visualisations that show the amount of light and darkness that would happen in London in the year ahead. I worked with a freelance designer called Stephen Heath on the first one – he is now our creative director. This kickstarted a 10-year exploration, and they became a rite of passage for new designers that came into the studio, to take that very similar data and express it in completely new ways. It culminated in an exhibition in London in 2016, showing ten years’ of prints. They were a labour of love, but they also meant that every single year we had a number of prints that we could send out to new potential contacts. Still when I go to the global headquarters of Nike in Beaverton in Portland, I’m amazed at how many of these sit in leaders’ offices there. When we first got a finance director, they couldn’t believe how much we’d invested as a business in things like this – we even had our own gallery for a while. It doesn’t make sense from a purely numbers mindset, but if you put things out there for authentic reasons, there are ripple effects over time. In 2017, the studio became a B-corp, the fourth creative agency in the UK to get this accreditation. Around 2016, I couldn’t help but look around – as we probably all have at varying points over the last 10 years – and wondered, what the fuck is going on? All these systems are not fit for purpose for the future – financial systems, food systems, relationship systems, energy systems. They’re not working. And I was like shit, are we part of the problem? Accept & Proceed’s work for the NASA Jet Propulsion Laboratory I’ve always thought of brand as a piece of technology that can fundamentally change our actions and the world around us. That comes with a huge responsibility. We probably paid four months’ wages of two people full-time just to get accredited, so it’s quite a high bar. But I like that the programme shackles you to this idea of improvement. You can’t rest on your laurels if you want to be re-accredited. It’s like the way design works as an iterative process – you have to keep getting better. In 2019, Johnston and his team started thinking seriously about the studio’s own brand, and created a punchy, nuanced new positioning. We got to a point where we’d proven we could help brands achieve their commercial aims. But we wanted to hold a position ourselves, not just be a conduit between a brand and its audience. It still amazes me that so few agencies actually stand for anything. We realised that all the things – vision, mission, principles – that we’ve been creating for brands for years, we hadn’t done for ourselves. It’s a bit like when you see a hairdresser with a really dodgy haircut. But it’s hard to cut your own hair. So we went through that process, which was really difficult, and we landed on “Design for the future” as our promise to the world. And if you’re going to have that as a promise, you better be able to describe the world you’re creating through your work, which we call “the together world.” Accept & Proceed’s work for Second Sea We stand at this most incredible moment in history where the latest technology and science is catching up with ancient wisdom, to know that we must become more entangled, more together, more whole. And we’ve assessed five global shifts that are happening in order to be able to take us towards a more together world through our work – interbeing, reciprocity, healing, resilience and liberation. The year before last, we lost three global rebrand projects based on our positioning. Every one of them said to me, “You’re right but we’re not ready.” But this year, I think the product market fit of what we’ve been saying for the last five years is really starting to mesh. We’re working with Arc’teryx on their 2030 landscape, evolving Nike’s move to zero, and working with LEGO on what their next 100 years might look like, which is mind-boggling work. I don’t think we could have won any of those opportunities had we not been talking for quite a long time about design for the future. In 2023, Johnston started a sunrise gathering on Hackney Marshes, which became a very significant part of his life. I had the flu and I had a vision in my dreamy fluey state of a particular spot on Hackney Marshes where people were gathering and watching the sunrise. I happened to tell my friend, the poet Thomas Sharp this, and he said, “That’s a premonition. You have to make it happen.” The first year there were five of us – this year there were 300 people for the spring equinox in March. I don’t fully know what these gatherings will lead to. Will Accept & Proceed start to introduce the seasons to the way we operate as a business? It’s a thought I’ve had percolating, but I don’t know. Will it be something else? One of the 2024 sunrise gatherings organised by Accept & Proceed founder David Johnston I do know that there’s major learnings around authentic community building for brands. We should do away with these buckets we put people into, of age group and location. They aren’t very true. It’s fascinating to see the breadth of people who come to these gatherings. Me and Laura were thinking at some point of moving out of London, but I think these sunrise gatherings are now my reason to stay. It’s the thing I didn’t know I needed until I had it. They have made London complete for me. There’s something so ancient about watching our star rise, and the reminder that we are actually just animals crawling upon the surface of a planet of mud. That’s what’s real. But it can be hard to remember that when you’re sitting at your computer in the studio. These gatherings help me better understand creativity’s true potential, for brands, for the world, and for us. Design disciplines in this article Brands in this article What to read next Features Turning Points: Cultural branding agency EDIT Brand Identity 20 Nov, 2024

To this day, Jaws remains the best example of Steven Spielberg‘s genius as a filmmaker. He somehow took a middling pulp novel about a killer shark and turned it into a thrilling adventure about masculinity and economic desperation. And to the surprise of no one, the massive success of Jaws spawned a lot of knockoffs, a glut of movies about animals terrorizing communities. None of these reach the majesty of Jaws, of course. But here’s the thing—none of them had to be Jaws. Sure, it’s nice that Spielberg’s film has impeccably designed set pieces and compelling characters, but that’s not the main reason people go to animal attack movies. We really just want to watch people get attacked. And eaten. With such standards duly lowered, let’s take a look at the best animal attack movies that came out in the past half-century since Jaws first scared us out of the water. Of course this list doesn’t cover every movie inspired by Jaws ( for example Godzilla Minus One, which devotes its middle act to a wonderful Jaws riff), and some can argue that these movies were less inspired by Jaws than other nature revolts features, such as Alfred Hitchcock‘s The Birds. But every one of these flicks owes a debt to Jaws, either in inspiration or simply getting people interested in movies about animals eating people. Those warning aside, lets make like drunken revelers on Amity Island and dive right in! 20. Sharknado (2013) Sharknado almost doesn’t belong on this list because it’s less a movie and more of a meme, a precursor to Vines and TikTok trends. Yes, many fantastic movies have been made off of an incredibly high concept and a painfully low budget. Heck, that approach made Roger Corman’s career. But Sharknado‘s high concept—a tornado sweeps over the ocean and launches ravenous sharks into the mainland—comes with a self-satisfied smirk. Somehow, Sharknado managed to capture the imagination of the public, making it popular enough to launch five sequels. At the time, viewers defended it as a so bad it’s good-style movie like The Room. But today Sharknado‘s obvious attempts to be wacky are just bad, making the franchise one more embarrassing trend, ready to be forgotten. 19. Orca (1977) For a long time, Orca had a reputation for being the most obvious Jaws ripoff, and with good reason—Italian producer Dino De Laurentiis, who would go on to support Flash Gordon, Manhunter, and truly launch David Lynch‘s career with Blue Velvet, wanted his own version of the Spielberg hit. On paper he had all the right ingredients, including a great cast with Richard Harris and Charlotte Rampling, and another oceanic threat, this time a killer whale. Orca boasts some impressive underwater cinematography, something that even Jaws largely lacks. But that’s the one thing Orca does better than Jaws. Everything else—character-building, suspense and scare scenes, basic plotting and storytelling—is done in such a haphazard manner that Orca plays more like an early mockbuster from the Asylum production company (makers of Sharknado) than it does a product from a future Hollywood player. 18. Tentacles (1977) Another Italian cheapie riding off the success of Jaws, Tentacles at least manages to be fun in its ineptitude. A giant octopus feature, Tentacles is directed by Ovidio G. Assonitis, a man whose greatest claim to fame is that he annoyed first-time director James Cameron so much on Piranha II: The Spawning that he activated the future legend’s infamous refusal to compromise with studios and producers. Tentacles somehow has a pretty impressive cast, including John Huston, Shelly Winters, and Henry Fonda all picking up paychecks. None of them really do any hard work in Tentacles, but there’s something fun about watching these greats shake the the octopus limbs that are supposed to be attacking them, as if they’re in an Ed Wood picture. 17. Kingdom of the Spiders (1977) Spielberg famously couldn’t get his mechanical shark to work, a happy accident that he overcame with incredibly tense scenes that merely suggested the monster’s presence. For his arachnids on the forgotten movie Kingdom of the Spiders, director John “Bud” Cardos has an even more formative tool to make up for the lack of effects magic: William Shatner. Shatner plays Rack Hansen, a veterinarian who discovers that the overuse of pesticides has killed off smaller insects and forced the tarantula population to seek larger prey, including humans. These types of ecological messages are common among creature features of the late ’70s, and they usually clang with hollow self-righteousness. But in Kingdom of the Spiders, Shatner delivers his lines with such blown out conviction that we enjoy his bluster, even if we don’t quite buy it. 16. The Meg (2018) The idea of Jason Statham fighting a giant prehistoric shark is an idea so awesome, it’s shocking that his character from Spy didn’t already pitch it. And The Meg certainly does deliver when Statham’s character does commit to battle with the creature in the movie’s climax. The problem is that moment of absurd heroism comes only after a lot of long sappy nonsense. Join our mailing list Get the best of Den of Geek delivered right to your inbox! It’s hard to figure out who is to blame for The Meg‘s failure. Director Jon Turteltaub hails from well-remembered Disney classics Cool Runnings and National Treasure. But too often he forgets how to pace an adventure film and gives into his most saccharine instincts here. One of the many Chinese/Hollywood co-produced blockbusters of the 2010s, The Meg also suffers from trying to innocuously please too wide an audience. Whatever the source, The Meg only fleetingly delivers on the promise of big time peril, wasting too much time on thin character beats. 15. Lake Placid (1999) I know already some people reading this are taking exception to Lake Placid‘s low ranking, complaining that this list isn’t showing enough respect to what they consider a zippy, irreverent take on a creature feature, one written by Ally McBeal creator David E. Kelley and co-starring Betty White. To those people, I can only say, “Please rewatch Lake Placid and then consider its ranking.” Lake Placid certainly has its fun moments, helped along by White as a kindly grandmother who keeps feeding a giant croc, Bill Pullman as a dumbfounded simple sheriff, and Oliver Platt as a rich adventurer. Their various one-liners are a pleasure to remember. But within the context of a movie stuffed with late ’90s irony, the constant snark gets tiresome, sapping out all the fun of a killer crocodile film. 14. Open Water (2003) Like Sharknado, Open Water had its fans for a few years but has fallen in most moviegoers’ esteem. Unlike Sharknado, Open Water is a real movie, just one that can’t sustain its premise for its entire runtime. Writer and director Chris Kentis draws inspiration from a real-life story about a husband and wife who were accidentally abandoned in the middle of the ocean by their scuba excursion group. The same thing happens to the movie’s Susan Watkins (Blanchard Ryan) and Daniel Travis (Daniel Kintner), who respond to their predicament by airing out their relationship grievances, even as sharks start to surround them. Kentis commits to the reality of the couple’s bleak situation, which sets Open Water apart from the thrill-a-minute movies that mostly make up this list. But even with some shocking set pieces, Open Water feels too much like being stuck in car with a couple who hates each other and not enough like a shark attack thriller. 13. Eaten Alive (1976) Spielberg’s artful execution of Jaws led many of the filmmakers who followed to attempt some semblance of character development and prestige, even if done without enthusiasm (see: Orca). Not so with Tobe Hooper, who followed up the genre-defining The Texas Chainsaw Massacre with Eaten Alive. Then again, Hooper draws just as much from Psycho as he does Jaws. Neville Brand plays Judd, the proprietor of a sleazy hotel on the bayou where slimy yokels do horrible things to one another. Amity Island, this is not. But when one of the visitors annoy Judd, he feeds them to the pet croc kept in the back. Eaten Alive is a nasty bit of work, but like most of Hooper’s oeuvre, it’s a lot of fun. 12. Prophecy (1979) Directed by John Frankenheimer of The Manchurian Candidate and Grand Prix fame, Prophecy is easily the best of the more high-minded animal attack movies that followed Jaws. This landlocked film, written by David Seltzer, stars Robert Foxworth as Dr. Robert Verne, a veterinarian hired by the EPA to investigate bear attacks against loggers on a mountain in Maine. Along with his wife Maggie (Talia Shire), Verne finds himself thrown into a conflict between the mining company and the local Indigenous population who resist them. Prophecy drips with an American hippy mentality that reads as pretty conservative today (“your body, your choice” one of Maggie’s friends tells her… to urge her against getting an abortion), making its depictions of Native people, including the leader played by Italian American actor Armand Assante, pretty embarrassing. But there is a mutant bear on the loose and Frankenheimer knows how to stage an exciting sequence, which makes Prophecy a worthwhile watch. 11. Piranha 3D (2010) Piranha 3D begins with a denim-wearing fisherman named Matt, played by Richard Dreyfuss no less, falling into the water and immediately getting devoured by the titular flesh-eaters. This weird nod to Matt Hooper and Jaws instead of Joe Dante’s Piranha, the movie Piranha 3D is supposed to be remaking, is just one of the many oddities at play yhere. Screenwriters Pete Goldfinger and Josh Stolberg have some of the wacky energy and social satire of the original film, but director Alexandre Aja, a veteran of the French Extreme movement, includes so much nastiness in Piranha 3D that we’re not sure if we want to laugh or throw up. Still, there’s no denying the power of Piranha 3D‘s set pieces, including a shocking sequence in which the titular beasties attack an MTV/Girls Gone Wild Spring Break party and chaos ensues. Furthermore, Piranha 3D benefits from a strong cast, which includes Elizabeth Shue, Adam Scott, and Ving Rhames. 10. Anaconda (1997) With its many scenes involving an animal attacking a ragtag group on a boat, Anaconda clearly owes a debt to Jaws. However, with its corny characters and shoddy late ’90s CGI, Anaconda feels today less like a Jaws knockoff and more like a forerunner to Sharknado and the boom of lazy Syfy and Redbox horror movies that followed. Whatever its influences and legacy, there’s no denying that Anaconda is, itself, a pretty fun movie. Giant snakes make for good movie monsters, and the special effects have become dated in a way that feels charming. Moreover, Anaconda boasts a enjoyably unlikely cast, including Eric Stoltz as a scientist, Owen Wilson and Ice Cube as members of a documentary crew, and Jon Voight as what might be the most unhinged character of his career, second only to his crossbow enthusiast from Megalopolis. 9. The Shallows (2016) The Shallows isn’t the highest-ranking shark attack movie on this list but it’s definitely the most frightening shark attack thriller since Jaws. That’s high praise, indeed, but The Shallows benefits from a lean and mean premise and clear direction by Jaume Collet-Serra, who has made some solid modern thrillers. The Shallows focuses almost entirely on med student Nancy Adams (Blake Lively), who gets caught far from shore after the tide comes in and is hunted by a shark. A lot of the pleasure of The Shallows comes from seeing how Collet-Serra and screenwriter Anthony Jaswinski avoid the problems that plague many of the movies on this list. Adams is an incredibly competent character, and we pull for her even after the mistake that leaves her stranded. Moreover, The Shallows perfectly balances thrill sequences with character moments, making for one of the more well-rounded creature features of the past decade. 8. Razorback (1984) Jaws, of course, has a fantastic opening scene, a thrilling sequence in which the shark kills a drunken skinny dipper. Of the movies on this list, only Razorback comes close to matching the original’s power, and it does so because director Russell Mulcahy, who would make Highlander next, goes for glossy absurdity. In the Razorback‘s first three minutes, a hulking wild boar smashes through the rural home of an elderly man in the Australian outback, carrying away his young grandson. Over the sounds of a synth score, the old man stumbles away from his now-burning house, screaming up into the sky. Sadly, the rest of Razorback cannot top that moment. Mulcahy directs the picture with lots of glossy style, while retaining the grit of the Australian New Wave movement. But budget restrictions keep the titular beast from really looking as cool as one would hope, and the movie’s loud, crazy tone can’t rely on Jaws-like power of suggestion. 7. Crawl (2019) Alexandre Aja’s second movie on this list earns its high rank precisely because it does away with the tonal inconsistencies that plagued Piranha 3D and leans into what the French filmmaker does so well: slicked down and mean horror. Set in the middle of a Florida hurricane, Crawl stars Kaya Scodelario as competitive swimmer Haley and always-welcome character actor Barry Pepper as her father Dave, who get trapped in a flooding basement that’s menaced by alligators. Yet as grimy as Crawl can get, Aja also executes the strong character work in the script by Michael Rasmussen and Shawn Rasmussen. Dave and Haley are real people, not just gator-bait, making their peril feel all the more real, and their triumphs all the sweeter. 6. Piranha (1978) Piranha is the only entry on this list to get a seal of approval from Stephen Spielberg himself, who not only praised the movie, even as Universal Pictures planned to sue the production, but also got director Joe Dante to later helm Gremlins. It’s not hard to see why Piranha charmed Spielberg, a man who loves wacky comedy. Dante’s Looney Tunes approach is on full display in some of the movie’s best set pieces. But Piranha is special because it also comes from legendary screenwriter John Sayles, who infuses the story with social satire and cynicism that somehow blends with Dante’s approach. The result is a film about piranha developed by the U.S. military to kill the Vietnamese getting unleashed into an American river and making their way to a children’s summer camp, a horrifying idea that Dante turns into good clean fun. 5. Slugs (1988) If we’re talking about well-made movies, then Slugs belongs way below any of the movies on this list, somewhere around the killer earthworm picture Squirm. But if we’re thinking about pure enjoyable spectacle, it’s hard to top Slugs, a movie about, yes, flesh-eating slugs. Yes, it’s very funny to think about people getting terrorized by creatures that are famous for moving very, very slowly. But Spanish director Juan Piquer Simón, perhaps best known for his equally bugnuts giallo Pieces (1982), pays as little attention to realism as he does to good taste. Slugs is filled with insane and ghastly sequences of killer slugs ending up in unlikely places, swarming the floor of someone’s bedroom or inside a fancy restaurant, and then devouring people, one methodical bite at a time. 4. Deep Blue Sea (1999) When it comes to goofy ’90s CGI action, it’s hard to top Deep Blue Sea, directed by Renny Harlin and featuring sharks with genetically enhanced brains. Deep Blue Sea doesn’t have a strong sense of pacing, it lacks any sort of believable character development, and the effects looked terrible even in 1999. But it’s also the only movie on this list that features LL Cool J as a cool chef who recites a violent version of the 23rd Psalm and almost gets cooked alive in an oven by a genius-level shark. It’s scenes like the oven sequence that makes Deep Blue Sea such a delight, despite its many, many flaws. The movie tries to do the most at every turn, whether that’s clearly reediting the movie in postproduction so that LL Cool J’s chef becomes a central character, stealing the spotlight form intended star Saffron Burrows, or a ridiculous Samuel L. Jackson monologue with a delightfully unexpected climax. 3. Alligator (1980) In many ways, Alligator feels like screenwriter John Sayles’ rejoinder to Piranha. If Joe Dante sanded down Piranha‘s sharp edges with his goofy humor, then Alligator is so filled with mean-spiritedness that no director could dilute it. Not that Lewis Teague, a solid action helmer who we’ll talk about again shortly, would do that. Alligator transports the old adage about gators in the sewers from New York to Chicago where the titular beast, the subject of experiments to increase its size, begins preying on the innocent. And on the not so innocent. Alligator shows no respect for the good or the bad, and the film is filled with scenes of people getting devoured, whether it’s a young boy who becomes a snack during a birthday party prank or an elderly mafioso who tries to abandon his family during the gator’s rampage. 2. Grizzly (1976) Grizzly stands as the greatest of the movies obviously ripping off Jaws precisely because it understands its limitations. It takes what it can from Spielberg’s masterpiece, including the general premise of an animal hunting in a tourist location, and ignores what it can’t pull off, namely three-dimensional characters. This clear-eyed understanding of everyone’s abilities makes Grizzly a lean, mean, and satisfying thriller. Directed by blaxploitation vet William Girdler and written by Harvey Flaxman and David Sheldon, Grizzly stars ’70s low-budget king Christopher George as a park ranger investigating unusually vicious bear attacks on campers. That’s not the richest concept in the world, but Girdler and co. execute their ideas with such precision, and George plays his character with just the right amount of machismo, that Grizzly manages to deliver on everything you want from an animal attack. 1. Cujo (1983) To some modern readers, it might seem absurd to put Cujo on a list of Jaws knockoffs. After all, Stephen King is a franchise unto himself and he certainly doesn’t need another movie’s success to get a greenlight for any of his projects. But you have to remember that Cujo came out in 1983 and was just the third of his works to get adapted theatrically, which makes its Jaws connection more valid. After all, the main section of the film—in which mom (Dee Wallace) and her son Tad (Danny Pintauro) are trapped in their car and menaced by the titular St. Bernard—replicates the isolation on Quint’s fishing vessel, the Orca, better than any other film on this list. However, it’s not just director Lewis Teague’s ability to create tension that puts Cujo at the top. Writers Don Carlos Dunaway and Lauren Currier key into the complicated familial dynamics of King’s story, giving the characters surprising depth. It’s no wonder that Spielberg would cast Wallace as another overwhelmed mom for E.T. The Extraterrestrial the very next year, proving that he still has a soft spot for animal attack movies—even if none of them came close to matching the power of Jaws.

Before smartphones and the often-problematic push for viral moments, there was the refreshingly simple world of the 1990s celebrity red carpet.A little grittier, more analog, sometimes blurrier, and often completely unfiltered. Less like a polished PR moment and more like snapshots from your cousin's wedding where they served pizza (unironically).The ’90s Red Carpet Was More Grit Than GlitzEdward Furlong, Natasha Lyonne, Demi Moore, and Bruce Willis on the red carpet.Getty Imagesloading...READ MORE | The New Classic Rock? 50 Songs From the ’90s That Don't SuckThe fashion? Grunge with a hint of free-spirited glam. Sometimes sexy and a little slinky, and often confusing to us now. And yet, nobody was angling for that perfect selfie with a fan, because selfies weren't a thing yet. No ring lights, no Instagram Reels, and zero influencers. Just real flashbulbs and plenty of cigarettes.The ’90s Red Carpet Was Full of Familiar Faces, Some Now GoneGetty ImagesGetty Imagesloading...SEE MORE | From Grungy to Groundbreaking: Reliving the ’90s in Iconic PhotosOf course, this look back is filled with familiar faces, many of them stirring a sense of bittersweet nostalgia. One especially moving moment shows Robin Williams proudly standing with wife Marsha and son Zach at the premiere of Father’s Day. Other glimpses of Aaron Carter, Chris Farley, Gene Hackman with his wife Betsy, Val Kilmer, and Anne Heche, Matthew Perry and others serve as subtle reminders of how much has changed since then.LOOK: These '90s Red Carpet Photos Are the Ultimate ThrowbackCheck out 70 photos from '90s red carpets, where stars like Stallone, Robin Williams, and the 'Friends' cast looked way more gritty than glitzy.Gallery Credit: Stephen LenzGet our free mobile appREAD MORE: Beloved ’90s Foods That No Longer ExistLOOK: Relive the ’90s in These Iconic PhotosThese photos capture the good, the grungy, and the groundbreaking moments that defined the ’90s and left their mark on history and pop culture.Gallery Credit: Stephen LenzFiled Under: NostalgiaCategories: Galleries, Movie News, Original Features

Once again, Sam Altman wants to show you the future. The CEO of OpenAI is standing on a sparse stage in San Francisco, preparing to reveal his next move to an attentive crowd. “We needed some way for identifying, authenticating humans in the age of AGI,” Altman explains, referring to artificial general intelligence. “We wanted a way to make sure that humans stayed special and central.” The solution Altman came up with is looming behind him. It’s a white sphere about the size of a beach ball, with a camera at its center. The company that makes it, known as Tools for Humanity, calls this mysterious device the Orb. Stare into the heart of the plastic-and-silicon globe and it will map the unique furrows and ciliary zones of your iris. Seconds later, you’ll receive inviolable proof of your humanity: a 12,800-digit binary number, known as an iris code, sent to an app on your phone. At the same time, a packet of cryptocurrency called Worldcoin, worth approximately $42, will be transferred to your digital wallet—your reward for becoming a “verified human.” Altman co-founded Tools for Humanity in 2019 as part of a suite of companies he believed would reshape the world. Once the tech he was developing at OpenAI passed a certain level of intelligence, he reasoned, it would mark the end of one era on the Internet and the beginning of another, in which AI became so advanced, so human-like, that you would no longer be able to tell whether what you read, saw, or heard online came from a real person. When that happened, Altman imagined, we would need a new kind of online infrastructure: a human-verification layer for the Internet, to distinguish real people from the proliferating number of bots and AI “agents.”And so Tools for Humanity set out to build a global “proof-of-humanity” network. It aims to verify 50 million people by the end of 2025; ultimately its goal is to sign up every single human being on the planet. The free crypto serves as both an incentive for users to sign up, and also an entry point into what the company hopes will become the world’s largest financial network, through which it believes “double-digit percentages of the global economy” will eventually flow. Even for Altman, these missions are audacious. “If this really works, it’s like a fundamental piece of infrastructure for the world,” Altman tells TIME in a video interview from the passenger seat of a car a few days before his April 30 keynote address.Internal hardware of the Orb in mid-assembly in March. Davide Monteleone for TIMEThe project’s goal is to solve a problem partly of Altman’s own making. In the near future, he and other tech leaders say, advanced AIs will be imbued with agency: the ability to not just respond to human prompting, but to take actions independently in the world. This will enable the creation of AI coworkers that can drop into your company and begin solving problems; AI tutors that can adapt their teaching style to students’ preferences; even AI doctors that can diagnose routine cases and handle scheduling or logistics. The arrival of these virtual agents, their venture capitalist backers predict, will turbocharge our productivity and unleash an age of material abundance.But AI agents will also have cascading consequences for the human experience online. “As AI systems become harder to distinguish from people, websites may face difficult trade-offs,” says a recent paper by researchers from 25 different universities, nonprofits, and tech companies, including OpenAI. “There is a significant risk that digital institutions will be unprepared for a time when AI-powered agents, including those leveraged by malicious actors, overwhelm other activity online.” On social-media platforms like X and Facebook, bot-driven accounts are amassing billions of views on AI-generated content. In April, the foundation that runs Wikipedia disclosed that AI bots scraping their site were making the encyclopedia too costly to sustainably run. Later the same month, researchers from the University of Zurich found that AI-generated comments on the subreddit /r/ChangeMyView were up to six times more successful than human-written ones at persuading unknowing users to change their minds.  Photograph by Davide Monteleone for TIMEBuy a copy of the Orb issue hereThe arrival of agents won’t only threaten our ability to distinguish between authentic and AI content online. It will also challenge the Internet’s core business model, online advertising, which relies on the assumption that ads are being viewed by humans. “The Internet will change very drastically sometime in the next 12 to 24 months,” says Tools for Humanity CEO Alex Blania. “So we have to succeed, or I’m not sure what else would happen.”For four years, Blania’s team has been testing the Orb’s hardware abroad. Now the U.S. rollout has arrived. Over the next 12 months, 7,500 Orbs will be arriving in dozens of American cities, in locations like gas stations, bodegas, and flagship stores in Los Angeles, Austin, and Miami. The project’s founders and fans hope the Orb’s U.S. debut will kickstart a new phase of growth. The San Francisco keynote was titled: “At Last.” It’s not clear the public appetite matches the exultant branding. Tools for Humanity has “verified” just 12 million humans since mid 2023, a pace Blania concedes is well behind schedule. Few online platforms currently support the so-called “World ID” that the Orb bestows upon its visitors, leaving little to entice users to give up their biometrics beyond the lure of free crypto. Even Altman isn’t sure whether the whole thing can work. “I can see [how] this becomes a fairly mainstream thing in a few years,” he says. “Or I can see that it’s still only used by a small subset of people who think about the world in a certain way.” Blania (left) and Altman debut the Orb at World’s U.S. launch in San Francisco on April 30, 2025. Jason Henry—The New York Times/ReduxYet as the Internet becomes overrun with AI, the creators of this strange new piece of hardware are betting that everybody in the world will soon want—or need—to visit an Orb. The biometric code it creates, they predict, will become a new type of digital passport, without which you might be denied passage to the Internet of the future, from dating apps to government services. In a best-case scenario, World ID could be a privacy-preserving way to fortify the Internet against an AI-driven deluge of fake or deceptive content. It could also enable the distribution of universal basic income (UBI)—a policy that Altman has previously touted—as AI automation transforms the global economy. To examine what this new technology might mean, I reported from three continents, interviewed 10 Tools for Humanity executives and investors, reviewed hundreds of pages of company documents, and “verified” my own humanity. The Internet will inevitably need some kind of proof-of-humanity system in the near future, says Divya Siddarth, founder of the nonprofit Collective Intelligence Project. The real question, she argues, is whether such a system will be centralized—“a big security nightmare that enables a lot of surveillance”—or privacy-preserving, as the Orb claims to be. Questions remain about Tools for Humanity’s corporate structure, its yoking to an unstable cryptocurrency, and what power it would concentrate in the hands of its owners if successful. Yet it’s also one of the only attempts to solve what many see as an increasingly urgent problem. “There are some issues with it,” Siddarth says of World ID. “But you can’t preserve the Internet in amber. Something in this direction is necessary.”In March, I met Blania at Tools for Humanity’s San Francisco headquarters, where a large screen displays the number of weekly “Orb verifications” by country. A few days earlier, the CEO had attended a $1 million-per-head dinner at Mar-a-Lago with President Donald Trump, whom he credits with clearing the way for the company’s U.S. launch by relaxing crypto regulations. “Given Sam is a very high profile target,” Blania says, “we just decided that we would let other companies fight that fight, and enter the U.S. once the air is clear.” As a kid growing up in Germany, Blania was a little different than his peers. “Other kids were, like, drinking a lot, or doing a lot of parties, and I was just building a lot of things that could potentially blow up,” he recalls. At the California Institute of Technology, where he was pursuing research for a masters degree, he spent many evenings reading the blogs of startup gurus like Paul Graham and Altman. Then, in 2019, Blania received an email from Max Novendstern, an entrepreneur who had been kicking around a concept with Altman to build a global cryptocurrency network. They were looking for technical minds to help with the project. Over cappuccinos, Altman told Blania he was certain about three things. First, smarter-than-human AI was not only possible, but inevitable—and it would soon mean you could no longer assume that anything you read, saw, or heard on the Internet was human-created. Second, cryptocurrency and other decentralized technologies would be a massive force for change in the world. And third, scale was essential to any crypto network’s value. The Orb is tested on a calibration rig, surrounded by checkerboard targets to ensure precision in iris detection. Davide Monteleone for TIMEThe goal of Worldcoin, as the project was initially called, was to combine those three insights. Altman took a lesson from PayPal, the company co-founded by his mentor Peter Thiel. Of its initial funding, PayPal spent less than $10 million actually building its app—but pumped an additional $70 million or so into a referral program, whereby new users and the person who invited them would each receive $10 in credit. The referral program helped make PayPal a leading payment platform. Altman thought a version of that strategy would propel Worldcoin to similar heights. He wanted to create a new cryptocurrency and give it to users as a reward for signing up. The more people who joined the system, the higher the token’s value would theoretically rise. Since 2019, the project has raised $244 million from investors like Coinbase and the venture capital firm Andreessen Horowitz. That money paid for the $50 million cost of designing the Orb, plus maintaining the software it runs on. The total market value of all Worldcoins in existence, however, is far higher—around $12 billion. That number is a bit misleading: most of those coins are not in circulation and Worldcoin’s price has fluctuated wildly. Still, it allows the company to reward users for signing up at no cost to itself. The main lure for investors is the crypto upside. Some 75% of all Worldcoins are set aside for humans to claim when they sign up, or as referral bonuses. The remaining 25% are split between Tools for Humanity’s backers and staff, including Blania and Altman. “I’m really excited to make a lot of money,” ” Blania says.From the beginning, Altman was thinking about the consequences of the AI revolution he intended to unleash. (On May 21, he announced plans to team up with famed former Apple designer Jony Ive on a new AI personal device.) A future in which advanced AI could perform most tasks more effectively than humans would bring a wave of unemployment and economic dislocation, he reasoned. Some kind of wealth redistribution might be necessary. In 2016, he partially funded a study of basic income, which gave $1,000 per-month handouts to low-income individuals in Illinois and Texas. But there was no single financial system that would allow money to be sent to everybody in the world. Nor was there a way to stop an individual human from claiming their share twice—or to identify a sophisticated AI pretending to be human and pocketing some cash of its own. In 2023, Tools for Humanity raised the possibility of using the network to redistribute the profits of AI labs that were able to automate human labor. “As AI advances,” it said, “fairly distributing access and some of the created value through UBI will play an increasingly vital role in counteracting the concentration of economic power.”Blania was taken by the pitch, and agreed to join the project as a co-founder. “Most people told us we were very stupid or crazy or insane, including Silicon Valley investors,” Blania says. At least until ChatGPT came out in 2022, transforming OpenAI into one of the world’s most famous tech companies and kickstarting a market bull-run. “Things suddenly started to make more and more sense to the external world,” Blania says of the vision to develop a global “proof-of-humanity” network. “You have to imagine a world in which you will have very smart and competent systems somehow flying through the Internet with different goals and ideas of what they want to do, and us having no idea anymore what we’re dealing with.”After our interview, Blania’s head of communications ushers me over to a circular wooden structure where eight Orbs face one another. The scene feels like a cross between an Apple Store and a ceremonial altar. “Do you want to get verified?” she asks. Putting aside my reservations for the purposes of research, I download the World App and follow its prompts. I flash a QR code at the Orb, then gaze into it. A minute or so later, my phone buzzes with confirmation: I’ve been issued my own personal World ID and some Worldcoin.The first thing the Orb does is check if you’re human, using a neural network that takes input from various sensors, including an infrared camera and a thermometer. Davide Monteleone for TIMEWhile I stared into the Orb, several complex procedures had taken place at once. A neural network took inputs from multiple sensors—an infrared camera, a thermometer—to confirm I was a living human. Simultaneously, a telephoto lens zoomed in on my iris, capturing the physical traits within that distinguish me from every other human on Earth. It then converted that image into an iris code: a numerical abstraction of my unique biometric data. Then the Orb checked to see if my iris code matched any it had seen before, using a technique allowing encrypted data to be compared without revealing the underlying information. Before the Orb deleted my data, it turned my iris code into several derivative codes—none of which on its own can be linked back to the original—encrypted them, deleted the only copies of the decryption keys, and sent each one to a different secure server, so that future users’ iris codes can be checked for uniqueness against mine. If I were to use my World ID to access a website, that site would learn nothing about me except that I’m human. The Orb is open-source, so outside experts can examine its code and verify the company’s privacy claims. “I did a colonoscopy on this company and these technologies before I agreed to join,” says Trevor Traina, a Trump donor and former U.S. ambassador to Austria who now serves as Tools for Humanity’s chief business officer. “It is the most privacy-preserving technology on the planet.”Only weeks later, when researching what would happen if I wanted to delete my data, do I discover that Tools for Humanity’s privacy claims rest on what feels like a sleight of hand. The company argues that in modifying your iris code, it has “effectively anonymized” your biometric data. If you ask Tools for Humanity to delete your iris codes, they will delete the one stored on your phone, but not the derivatives. Those, they argue, are no longer your personal data at all. But if I were to return to an Orb after deleting my data, it would still recognize those codes as uniquely mine. Once you look into the Orb, a piece of your identity remains in the system forever. If users could truly delete that data, the premise of one ID per human would collapse, Tools for Humanity’s chief privacy officer Damien Kieran tells me when I call seeking an explanation. People could delete and sign up for new World IDs after being suspended from a platform. Or claim their Worldcoin tokens, sell them, delete their data, and cash in again. This argument fell flat with European Union regulators in Germany, who recently declared that the Orb posed “fundamental data protection issues” and ordered the company to allow European users to fully delete even their anonymized data. (Tools for Humanity has appealed; the regulator is now reassessing the decision.) “Just like any other technology service, users cannot delete data that is not personal data,” Kieran said in a statement. “If a person could delete anonymized data that can’t be linked to them by World or any third party, it would allow bad actors to circumvent the security and safety that World ID is working to bring to every human.”On a balmy afternoon this spring, I climb a flight of stairs up to a room above a restaurant in an outer suburb of Seoul. Five elderly South Koreans tap on their phones as they wait to be “verified” by the two Orbs in the center of the room. “We don’t really know how to distinguish between AI and humans anymore,” an attendant in a company t-shirt explains in Korean, gesturing toward the spheres. “We need a way to verify that we’re human and not AI. So how do we do that? Well, humans have irises, but AI doesn’t.”The attendant ushers an elderly woman over to an Orb. It bleeps. “Open your eyes,” a disembodied voice says in English. The woman stares into the camera. Seconds later, she checks her phone and sees that a packet of Worldcoin worth 75,000 Korean won (about $54) has landed in her digital wallet. Congratulations, the app tells her. You are now a verified human.A visitor views the Orbs in Seoul on April 14, 2025. Taemin Ha for TIMETools for Humanity aims to “verify” 1 million Koreans over the next year. Taemin Ha for TIMEA couple dozen Orbs have been available in South Korea since 2023, verifying roughly 55,000 people. Now Tools for Humanity is redoubling its efforts there. At an event in a traditional wooden hanok house in central Seoul, an executive announces that 250 Orbs will soon be dispersed around the country—with the aim of verifying 1 million Koreans in the next 12 months. South Korea has high levels of smartphone usage, crypto and AI adoption, and Internet access, while average wages are modest enough for the free Worldcoin on offer to still be an enticing draw—all of which makes it fertile testing ground for the company’s ambitious global expansion. Yet things seem off to a slow start. In a retail space I visited in central Seoul, Tools for Humanity had constructed a wooden structure with eight Orbs facing each other. Locals and tourists wander past looking bemused; few volunteer themselves up. Most who do tell me they are crypto enthusiasts who came intentionally, driven more by the spirit of early adoption than the free coins. The next day, I visit a coffee shop in central Seoul where a chrome Orb sits unassumingly in one corner. Wu Ruijun, a 20-year-old student from China, strikes up a conversation with the barista, who doubles as the Orb’s operator. Wu was invited here by a friend who said both could claim free cryptocurrency if he signed up. The barista speeds him through the process. Wu accepts the privacy disclosure without reading it, and widens his eyes for the Orb. Soon he’s verified. “I wasn’t told anything about the privacy policy,” he says on his way out. “I just came for the money.”As Altman’s car winds through San Francisco, I ask about the vision he laid out in 2019: that AI would make it harder for us to trust each other online. To my surprise, he rejects the framing. “I’m much more [about] like: what is the good we can create, rather than the bad we can stop?” he says. “It’s not like, ‘Oh, we’ve got to avoid the bot overrun’ or whatever. It’s just that we can do a lot of special things for humans.” It’s an answer that may reflect how his role has changed over the years. Altman is now the chief public cheerleader of a $300 billion company that’s touting the transformative utility of AI agents. The rise of agents, he and others say, will be a boon for our quality of life—like having an assistant on hand who can answer your most pressing questions, carry out mundane tasks, and help you develop new skills. It’s an optimistic vision that may well pan out. But it doesn’t quite fit with the prophecies of AI-enabled infopocalypse that Tools for Humanity was founded upon.Altman waves away a question about the influence he and other investors stand to gain if their vision is realized. Most holders, he assumes, will have already started selling their tokens—too early, he adds. “What I think would be bad is if an early crew had a lot of control over the protocol,” he says, “and that’s where I think the commitment to decentralization is so cool.” Altman is referring to the World Protocol, the underlying technology upon which the Orb, Worldcoin, and World ID all rely. Tools for Humanity is developing it, but has committed to giving control to its users over time—a process they say will prevent power from being concentrated in the hands of a few executives or investors. Tools for Humanity would remain a for-profit company, and could levy fees on platforms that use World ID, but other companies would be able to compete for customers by building alternative apps—or even alternative Orbs. The plan draws on ideas that animated the crypto ecosystem in the late 2010s and early 2020s, when evangelists for emerging blockchain technologies argued that the centralization of power—especially in large so-called “Web 2.0” tech companies—was responsible for many of the problems plaguing the modern Internet. Just as decentralized cryptocurrencies could reform a financial system controlled by economic elites, so too would it be possible to create decentralized organizations, run by their members instead of CEOs. How such a system might work in practice remains unclear. “Building a community-based governance system,” Tools for Humanity says in a 2023 white paper, “represents perhaps the most formidable challenge of the entire project.”Altman has a pattern of making idealistic promises that shift over time. He founded OpenAI as a nonprofit in 2015, with a mission to develop AGI safely and for the benefit of all humanity. To raise money, OpenAI restructured itself as a for-profit company in 2019, but with overall control still in the hands of its nonprofit board. Last year, Altman proposed yet another restructure—one which would dilute the board’s control and allow more profits to flow to shareholders. Why, I ask, should the public trust Tools for Humanity’s commitment to freely surrender influence and power? “I think you will just see the continued decentralization via the protocol,” he says. “The value here is going to live in the network, and the network will be owned and governed by a lot of people.” Altman talks less about universal basic income these days. He recently mused about an alternative, which he called “universal basic compute.” Instead of AI companies redistributing their profits, he seemed to suggest, they could instead give everyone in the world fair access to super-powerful AI. Blania tells me he recently “made the decision to stop talking” about UBI at Tools for Humanity. “UBI is one potential answer,” he says. “Just giving [people] access to the latest [AI] models and having them learn faster and better is another.” Says Altman: “I still don’t know what the right answer is. I believe we should do a better job of distribution of resources than we currently do.” When I probe the question of why people should trust him, Altman gets irritated. “I understand that you hate AI, and that’s fine,” he says. “If you want to frame it as the downside of AI is that there’s going to be a proliferation of very convincing AI systems that are pretending to be human, and we need ways to know what is really human-authorized versus not, then yeah, I think you can call that a downside of AI. It’s not how I would naturally frame it.” The phrase human-authorized hints at a tension between World ID and OpenAI’s plans for AI agents. An Internet where a World ID is required to access most services might impede the usefulness of the agents that OpenAI and others are developing. So Tools for Humanity is building a system that would allow users to delegate their World ID to an agent, allowing the bot to take actions online on their behalf, according to Tiago Sada, the company’s chief product officer. “We’ve built everything in a way that can be very easily delegatable to an agent,” Sada says. It’s a measure that would allow humans to be held accountable for the actions of their AIs. But it suggests that Tools for Humanity’s mission may be shifting beyond simply proving humanity, and toward becoming the infrastructure that enables AI agents to proliferate with human authorization. World ID doesn’t tell you whether a piece of content is AI-generated or human-generated; all it tells you is whether the account that posted it is a human or a bot. Even in a world where everybody had a World ID, our online spaces might still be filled with AI-generated text, images, and videos.As I say goodbye to Altman, I’m left feeling conflicted about his project. If the Internet is going to be transformed by AI agents, then some kind of proof-of-humanity system will almost certainly be necessary. Yet if the Orb becomes a piece of Internet infrastructure, it could give Altman—a beneficiary of the proliferation of AI content—significant influence over a leading defense mechanism against it. People might have no choice but to participate in the network in order to access social media or online services.I thought of an encounter I witnessed in Seoul. In the room above the restaurant, Cho Jeong-yeon, 75, watched her friend get verified by an Orb. Cho had been invited to do the same, but demurred. The reward wasn’t enough for her to surrender a part of her identity. “Your iris is uniquely yours, and we don’t really know how it might be used,” she says. “Seeing the machine made me think: are we becoming machines instead of humans now? Everything is changing, and we don’t know how it’ll all turn out.”—With reporting by Stephen Kim/Seoul. This story was supported by Tarbell Grants.Correction, May 30The original version of this story misstated the market capitalization of Worldcoin if all coins were in circulation. It is $12 billion, not $1.2 billion.