What are the most important cognitive biases, and how do you overcome them to make your data analysis as objective as possible?

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Reading Time: 10 minutes Picking an omnichannel marketing platform can feel like walking into a tech maze. Every vendor promises personalized customer experiences and 360-degree views. But behind the technical terminologies, most platforms just add noise. Right now, your customers expect seamless, intuitive experiences, whether they’re on your website, checking email, scrolling Instagram, or walking into your store. And they don’t care what platform you’re using. They care that it works. That it feels cohesive. And if your current tools can’t keep up, you’ll feel it in your churn rate, in your campaign ROI, and in the silence when nobody clicks. This article explains how to actually choose an omnichannel marketing automation platform that delivers a measurable, meaningful impact.   What is an Omnichannel Marketing Platform? An omnichannel marketing platform brings all your customer touchpoints—email, SMS, social, web, and more—into a single, unified connected system. It tracks customer behavior across different devices, personalizes communication in real time, and automates actions based on where each customer is in their journey. In short, such platforms allow you to completely harness omnichannel marketing — no more juggling five tools to launch a campaign or manually syncing customer profiles. It’s about delivering the right message, on the right channel, at exactly the right moment, without missing a beat. How Do Omnichannel Marketing Automation Platforms Work? At the core of omnichannel marketing platforms is automation, and it’s what makes them truly powerful. These tools don’t just streamline your marketing, they do the heavy lifting for you by intelligently responding to customer behavior in real time, on the right channel. Here’s how it works: Data Integration: The platform gathers data from every interaction your customers have with your brand, whether it’s a social media click, an email open, or a web visit. It stores and syncs that data, building a comprehensive customer profile. Behavioral Triggers: Based on that profile, the platform automatically triggers personalized actions. If a customer browses a product on your website and abandons it, the system can send them a targeted follow-up email with a discount. Or, if they engage with a post on Instagram, they might receive an SMS with relevant content. Multi-Channel Coordination: Instead of running isolated campaigns across different platforms, omnichannel automation makes sure your messaging is synchronized, no matter where your customer interacts with your brand. The experience is seamless regardless of whether it is conducted on a mobile device, desktop, or in-store. Ultimately, these platforms use automation to enable smarter, more personal marketing, allowing brands to swiftly reach their customers with the right message at the right time. Why is an Omnichannel Marketing Platform So Important for Marketing Teams? Marketing today is about being seen everywhere your customers are and delivering the right message in the right way. An omnichannel marketing platform makes that possible, and here’s why it’s crucial: Drives Better Engagement: Customers expect a smooth experience no matter where they interact with your brand. When your marketing is consistent across email, social media, and your website, it creates a sense of connection. More than just seeing your ads, they’re actually engaging with your brand in a way that feels personalized, familiar, and authentic. Makes Campaigns More Effective: With an omnichannel platform, you can monitor your campaigns in real-time and quickly adjust them if things aren’t going as planned. No more waiting for reports to trickle in. You can make changes on the fly, which means your marketing efforts are always aligned with what’s working at the moment. Allows for True Personalization: Forget generic messaging. An omnichannel marketing platform helps you gather data from every customer interaction, allowing you to tailor your approach based on what each customer is interested in. Builds Stronger Customer Relationships: When you engage with customers across multiple channels in a relevant, timely way, you make them feel seen and valued. This connection goes beyond a single sale. It turns casual buyers into loyal customers who trust your brand to deliver on their needs, no matter where they are. Delivers More Bang for Your Buck: The beauty of automation is that it frees up your team to focus on your omnichannel strategy, while the omnichannel marketing automation platform handles the routine tasks. This efficiency leads to better targeting, reduced costs, and a stronger ROI. You’re reaching the right customers at the right time without wasting effort. Helps You Make Smarter Decisions: All your customer data is centralized, so you’re not guessing anymore. Whether you need to optimize a campaign or uncover new opportunities, the insights provided by the platform allow you to make data-driven decisions that move your business forward. Responds to Customers in Real Time: When someone shows interest in your product, the last thing you want is to lose that momentum. Omnichannel marketing platforms trigger automatic follow-ups based on actions customers take, so they get the right message when they’re most interested, whether it’s through an email, text, or on social media. Keeps Your Brand Consistent: With everything tied together in one platform, your message, tone, and offers stay consistent across channels. No matter where a customer encounters your brand, they’ll have the same experience and brand recognition each time. Elevates the Customer Experience: When all of your channels work together, customers feel like they’re interacting with a brand that really gets them. The result? A better overall customer experience, which translates to stronger loyalty, higher engagement, and more referrals. In short, an omnichannel marketing platform is a game-changer for B2C marketing teams. It brings your efforts together in a way that’s efficient, intelligent, and most importantly, human, making it easier to engage your audience and deliver results.   How to Choose the Right Omnichannel Marketing Platform for Your Team Choosing the right omnichannel marketing platform is a big decision for any team. It’s an investment that can elevate your marketing strategies, enhance omnichannel customer engagement, and improve overall performance. But with so many options available, how do you ensure you’re making the best choice for your team? Here are some key factors to think about. Integration Capabilities: Your platform needs to seamlessly integrate with the tools you already use, so you can focus on what really matters. Whether it’s your CRM, email marketing automation software, or social media platforms, you don’t want to waste time and energy managing multiple systems that don’t talk to each other. Ask yourself, how easily will this platform integrate with and support the tools and platforms you already use? Ease of Use and Customization: A platform that’s difficult to use is more of a burden than a help. Look for one that’s intuitive and easy for your team to get comfortable with. The last thing you want is a tool that causes frustration and slows things down. Think about how user-friendly the platform is for your team. Can you easily customize features to fit your unique needs? Data and Analytics: An omnichannel marketing platform should give you clear, actionable insights so you can make smart, informed decisions. Does the platform provide detailed omnichannel analytics that you can use to refine your campaigns? Can it help you track customer journeys and behaviors across channels? Scalability and Support: Your business is growing, and your platform needs to grow with it. The last thing you want is to outgrow your tool in six months and have to go through the hassle of switching to something new. Check whether the platform is scalable enough to accommodate your future growth. What level of customer support is offered, and how responsive is the team? Now that you have a sense of what to consider when choosing an omnichannel marketing automation platform, let’s dive into the key features to look for.   5 Key Features to Look for in an Omnichannel Marketing Automation Platform You can’t build a high-performing marketing engine founded on disconnected tools and vague customer data. If your team is working across five different platforms to run a single campaign, something’s broken. The tool you pick will either streamline your marketing or slow it down. So, forget the bells and whistles for a moment. What you really need are features that bring clarity to your customer experience. Here are the five features that serve as the foundation of a platform that can scale with your brand. 1. Unified Customer Profiles across Channels Modern marketing starts with understanding. A powerful omnichannel marketing platform should combine customer data from every touchpoint (website visits, email clicks, mobile app activity, purchase history, and other interactions) into a single, continuously updated profile. This unified view helps your team move from being ‘reactive’ to being ‘proactive’. Instead of blasting generic messages, you can deliver relevant content tailored to where that customer is in their journey. It’s the difference between feeling like a brand knows you… and feeling like it’s spam. 2. Behavior-Driven Automation Workflows Static email blasts are outdated. Customers expect relevant, timely communication based on how they engage with your brand. The platform you choose should let you create workflows that automatically trigger actions like sending a reminder, adjusting content, or changing the message channel, based on real-time behavior. For example, a user who browses a product but doesn’t buy it, should receive a well-timed nudge — maybe an email, or a push notification. The point is: your platform needs to adapt to customer intent and behavior, not force every lead down the same path. 3. Real-Time Analytics and Reporting You shouldn’t have to wait 48 hours to know if something flopped. You need to be able to tweak your omnichannel marketing automation strategy in real-time based on what’s happening right now. Does the platform offer real-time insights into campaign performance? Can you adjust tactics immediately based on live data? Also, no one wants 20 meaningless charts. Look for a platform that shows you the vital metrics, like clicks, conversions, and drop-offs, so your team can make quick, sure choices. 4. A Centralized Campaign Builder for Every Channel If you’re logging in and out of separate tools to handle email, SMS, web and mobile push notifications, and in-app messaging, something’s broken. Your omnichannel marketing platform should let you map and launch all of those in one place, from one logic flow. That way, if you’re running a product launch, you can build the entire experience—email, follow-up text, in-app message—all from the same workspace. This keeps your messaging consistent, and it saves your team loads of time. 5. Scalable Personalization Powered by AI Everyone talks about omnichannel personalization. But if it takes your team hours to set up basic name merges or segments, it’s not scalable. A strong platform should help you personalize campaigns at scale using AI, not by making you do more, but by automating based on real customer data. Whether that’s product recommendations, timing messages based on when someone usually engages, or switching up channels depending on preferences, the goal is simple: make it feel like a one-on-one conversation, not a broadcast.   5 Best Omnichannel Marketing Platforms to Increase Customer Engagement 1. MoEngage MoEngage is a powerful customer engagement platform built for B2C marketing teams that want to create seamless, personalized journeys across channels like email, mobile and web push notifications, SMS, WhatsApp, in-app messaging, web, and more. It’s designed to help brands understand their customers deeply and act on that understanding in real time. What makes MoEngage stand out is how it brings all your customer data into one unified platform, allowing you to automate complex journeys without jumping between tools or teams. Whether you’re re-engaging an app user, launching an omnichannel campaign, or sending a personalized offer, this platform makes it easy and efficient. No wonder so many brands switch to MoEngage! How Pricing Works: MoEngage offers a tiered pricing model based on Monthly Tracked Users (MTUs). The Growth plan starts around $750/month, but it depends on what features you want to use. Larger brands can opt for the Enterprise plan, which includes more advanced features, higher limits, and dedicated support. Best For: Growth-focused brands that want to deeply personalize customer experiences at scale, particularly in industries like Ecommerce, fintech, media, quick-service restaurants (QSRs), travel, and mobile-first apps. In fact, it’s the perfect Ecommerce marketing automation platform for omnichannel customer engagement. If your team values real-time insights, automation, and customer-centric engagement, MoEngage is likely a great fit. 2. Shopify Plus Shopify Plus is an enterprise-level Ecommerce platform designed to help brands deliver a seamless shopping experience across all customer touchpoints. It enables brands to sell on various platforms, including online stores, mobile apps, social media, and physical retail locations, all managed from a single dashboard. While Shopify Plus does a great job managing omnichannel commerce, it’s not as feature-rich on the marketing automation side. If your team is looking for deep personalization, behavioral segmentation, or advanced journey building, you’ll likely need to connect Shopify with a marketing automation software platform. How Pricing Works: Shopify Plus pricing varies based on specific business requirements and sales volumes. Best For: High-volume omnichannel retail marketers and brands looking for a scalable Ecommerce solution that offers basic omnichannel capabilities and centralized management of multiple sales channels. 3. ActiveCampaign ActiveCampaign does a great job of bridging marketing automation with a personal touch. It’s built for businesses that don’t just want to send mass emails, but send smart ones. The platform shines when it comes to customer segmentation, letting you trigger emails, SMS, or even site messages based on real behavior, not just assumptions. That said, it’s not the kind of tool you just open and instantly “get.” The automation builder is powerful, but there’s a learning curve. Still, once you set it up, it runs like a machine that’s personalized, timely, and way less manual effort than you’d expect. How Pricing Works: Pricing starts at $29 per month and scales based on contact volume and feature set. Plans can go up to $149/month or more, depending on business needs. Best For: Small to mid-sized businesses looking for a cost-effective, flexible marketing automation platform with strong segmentation and multichannel engagement tools. (No, we’re not getting into the omnichannel vs. multichannel marketing debate now). 4. HubSpot HubSpot is an all-in-one platform that helps brands grow by focusing on inbound marketing, sales, and customer service. It’s well-suited for those looking to integrate their marketing efforts across various channels, without the need for complex technical skills. Honestly, HubSpot’s strength is in inbound marketing and CRM. However, its capabilities in advanced omnichannel campaign automation aren’t as extensive as those in some other platforms. If you need highly sophisticated marketing features, you may want to look elsewhere. How Pricing Works: Pricing starts at $800 per month for the Marketing Hub. For full access to all features, the Enterprise plan starts at $3,600 per month. Best For: Brands that focus on inbound marketing and CRM, looking for a user-friendly platform to manage omnichannel efforts easily.   Migrate to a Better Omnichannel Marketing Platform Today One thing’s clear: not all omnichannel marketing platforms are created equal. The right platform should feel less like another tool and more like a strategic partner, helping you understand your audience, stay consistent across touchpoints, and make marketing smarter, not harder. MoEngage stands out for this very reason. In fact, our omnichannel marketing platform is built for teams who want more than just dashboards. It’s for marketers who want results. And the best part is, migrating to a customer engagement platform has never been easier. Want to see MoEngage in action? Book a demo today and explore what better marketing looks like. The post How to Choose an Omnichannel Marketing Platform appeared first on MoEngage.

On-device channels are no longer all about preloads. Today, telcos represent another performance marketing channel with transparent reporting and deeper insights. To get the full picture behind the performance of your on-device campaigns, it’s critical to prioritize long-term KPIs. It’s the only way the stickiness of users acquired through these channels really shine. Why?On-device campaigns reach users when they’re setting up their new devices and looking to download apps they’ll use throughout the device lifetime, not necessarily right away. Think about it - if you download a booking app from an ad during device setup, are you planning to book a vacation immediately or later down the road?This means attribution is a waiting game for on-device campaigns, with day 30 as the turning point. In fact, if a user engages with your app 30 days down the line, they’re more likely to stay active for a long period of time. Simply put, LTV is high for on-device campaigns. This means you want to be looking at KPIs that allow you to measure and optimize the value of the users you attract far down the road.ROASROAS is king when it comes to measuring the long-term value of your users. To get the clearest idea of your ROAS and how to optimize it, there are a few things to keep in mind. First, ROAS should be measured on D30/60/90 not D1/3/7. This is because, with on-device channels, users are likely to open an app within the first 30 days or longer - when a user downloads an app during device setup, they do so expecting to open it in the future, not right away.You should also pay attention to how it’s being measured. ROAS is calculated by dividing the amount of revenue a campaign generates by the amount it costs to run it. In the context of on-device campaigns, that revenue comes from in-app purchases, subscriptions, or ad monetization.When measuring the effectiveness of your on-device campaigns, it’s important to calculate ROAS using your on-device ad revenue rather than average ad revenue, which will be lower. That’s because ad revenue is high for users acquired through on-device campaigns - on-device channels use unique data points and deep algorithms to ensure the right bid for each individual user. To get the clearest picture of where you stand in relation to your ROAS goals, you should integrate ad revenue with your on-device platform.Once calculated, ROAS gives a clear monetary view of your campaigns, so it’s clear how much you spent vs brought in. This monetary value is important because it tells you if your on-device campaigns are reaching valuable users. Looking at ROAS by placements, you get insight into which placements are doing it best. With the knowledge of how to maximize ROAS, you’ll maximize the long term value and engagement of your users, too.Cost KPIsComparing LTV to spend will help you determine whether or not your users are spending enough to cover your spend and ultimately turn a profit. You can even pinpoint areas of your strategy that are effective, and those that may need adjustment.There are a few ways to measure cost effectiveness. Here are the most common two, especially for on-device campaigns.Cost per action (CPA)If it’s quality you’re looking for, first, run a CPA campaign to confirm that you’re looking in the right places for users who will engage with your app. To count as a conversion, users must see the ad, install the app, and complete the action you preset. You’ll only pay for the users who reach a chosen point in the app experience after installation. A CPA that is higher than LTV is a clear indicator that your campaigns are focused on less relevant channels or touchpoints, while a CPA that is lower than your LTV confirms that you are attracting high quality users.In the context of on-device campaigns, this is key because it means you won't pay immediately for a user who may not engage for a month or so. The pricing model also integrates in-app revenue, which is useful for apps that rely more on IAPs than ads.Cost per retained user (CPRU)It’s also worthwhile to keep track of how much you’re paying for the user that’s still there on day 30. CPRU takes into account conversions and retention rate - if your budget is $10k, you have 1000 conversions and a day 1 retention rate of 20%, you come away with 200 converted users at a $50 per user acquisition cost. If you can increase retention, you end up with higher quality users at a lower CPRU.Measuring CPRU, retention becomes a success metric for your UA campaigns and can help you determine whether you have enough engaged users to cover spend.On day 30 and beyond, these KPIs can help you optimize your on-device campaigns to reach the most engaged users with high LTV.

The nightmare was real, the situation was not.Revenge of the Savage Planet, an adventure spread across a number of distant — and quite savage! — planets, invites nonlinear exploration. To complete its missions and discover all of its secrets, you must leap into an unknown where the otherworldly flora, fauna, and even the inorganic material are primed to kill you. So, shortly after assembling an underwater scooter that allowed my robot sidekick to whisk me through the depths of alien oceans, I descended into a series of caverns under the Zenithian Rift to see what was going on down there. The specters of death I encountered below weren’t even designed to haunt me.In Raccoon Logic’s sequel to Journey to the Savage Planet, players are tasked with scanning every object in every nook and cranny to assemble an exhaustive log of materials located on each planet. At first, the task is a walk in the (overgrown killer) park: find a tree, scan a tree. Find a slobbering beastie, scan a slobbering beastie. But a counter on the map charting your scannables becomes the most daunting subtask — can I really find every single micro scannable? I found myself longing after completing the core missions. To really 100% this, there was even more reason to venture into the most uninviting spaces, including a dark underwater cave on Zenithian Rift that absolutely did not look like it contained any scannable items. But I couldn’t not go in there.It took about two seconds for me to realize… I had made a horrible mistake. While the cave was easily accessible from the water, there were no enemy or collectible breadcrumbs to suggest this was a place the folks at Raccoon Logic intended for me to. I was lured in by curiosity, but the joy of discovery in Revenge of the Savage Planet got the best of me. Now I was stuck. I had stumbled into a graphical anomaly, an in-game black hole that had an entrance but no apparent exit. In Revenge of the Savage Planet, you can’t beam back to starting locations on the fly or off yourself in order to respawn from your last save. In a clever but likely divisive design choice, the game forces you to navigate to transporters spread across the worlds in order to beam off to your next desired location, which forces traversal and new encounters. But it meant that while bumbling around in the dark, hoping to find a way out of my watery grave, I couldn’t simply die and move on. I was actually trapped, and in a scenario I haven’t experienced in quite some time, feeling IRL like I was actually trapped.I already don’t do well with underwater levels out of an intense fear of drowning. Luckily for me, most games will throw me the lifeline of a visual countdown to illustrate oxygen levels, ensuring (1) I surface in time and (2) I don’t hyperventilate over the stress of surfacing in time. Revenge of the Savage Planet doesn’t need that because there’s no punishment for enjoying the waters; you’re already in a spacesuit and the challenges you encounter via underwater scooter require a bunch of time-intensive back and forth. Doing it all on limited air would simply not be fun. But that meant, stuck in this tight underwater cave, I would never die. I was in limbo. Or maybe I was in hell.I spent far too long searching for a route out. Streaks of light bled in from a theoretical escape that I could never reach — any time I thought I was close, I bumped into a new rock and found myself jetting in the opposite direction. Not since I watched The Rescue, the riveting-yet-terrifying documentary about the team of divers who squeezed through cave passageways to free 12 trapped Thai soccer players, had my apparent claustrophobia had its way with my nerves. I can’t quite explain why I pushed myself over the edge to find an in-game solution to this unintentional challenge, except to say that I really wanted to do a good job at Revenge of the Savage Planet.Most glitches are considered errors by programmers, annoyances by players, and occasionally shortcuts for the speedrunner crowd. Revenge of the Savage Planet’s death cave might fall into the first two categories, but it’s a harrowing experience I ultimately appreciated, a unique screw up that could only happen in a game. I have never felt truly trapped in a film, despite the best efforts of 3D stereoscopic effects and 4DX rumble seats. After finally rebooting Revenge of the Savage Planet, I had to give myself a few minutes to let my heart rate die down before I grabbed the controller. But I got right back to it. Sure, this was a glitch, but in a game where exploration is everything, leaping into a true unknown — one that the creators of the game clearly didn’t intend me to find — was its own form of success.Revenge of the Savage Planet is currently available for PC, Playstation, and Xbox, and it’s currently on Game Pass.See More:

Extra-sensory perception The nine-armed octopus and the oddities of the cephalopod nervous system A mix of autonomous and top-down control manage the octopus's limbs. Kenna Hughes-Castleberry – Jun 7, 2025 8:00 am | 19 Credit: Nikos Stavrinidis / 500px Credit: Nikos Stavrinidis / 500px Story text Size Small Standard Large Width * Standard Wide Links Standard Orange * Subscribers only   Learn more With their quick-change camouflage and high level of intelligence, it’s not surprising that the public and scientific experts alike are fascinated by octopuses. Their abilities to recognize faces, solve puzzles, and learn behaviors from other octopuses make these animals a captivating study. To perform these processes and others, like crawling or exploring, octopuses rely on their complex nervous system, one that has become a focus for neuroscientists. With about 500 million neurons—around the same number as dogs—octopuses’ nervous systems are the most complex of any invertebrate. But, unlike vertebrate organisms, the octopus’s nervous system is also decentralized, with around 350 million neurons, or 66 percent of it, located in its eight arms. “This means each arm is capable of independently processing sensory input, initiating movement, and even executing complex behaviors—without direct instructions from the brain,” explains Galit Pelled, a professor of Mechanical Engineering, Radiology, and Neuroscience at Michigan State University who studies octopus neuroscience. “In essence, the arms have their own ‘mini-brains.’” A decentralized nervous system is one factor that helps octopuses adapt to changes, such as injury or predation, as seen in the case of an Octopus vulgaris, or common octopus, that was observed with nine arms by researchers at the ECOBAR lab at the Institute of Marine Research in Spain between 2021 and 2022. By studying outliers like this cephalopod, researchers can gain insight into how the animal’s detailed scaffolding of nerves changes and regrows over time, uncovering more about how octopuses have evolved over millennia in our oceans. Brains, brains, and more brains Because each arm of an octopus contains its own bundle of neurons, the limbs can operate semi-independently from the central brain, enabling faster responses since signals don’t always need to travel back and forth between the brain and the arms. In fact, Pelled and her team recently discovered that “neural signals recorded in the octopus arm can predict movement type within 100 milliseconds of stimulation, without central brain involvement.” She notes that “that level of localized autonomy is unprecedented in vertebrate systems.” Though each limb moves on its own, the movements of the octopus’s body are smooth and conducted with a coordinated elegance that allows the animal to exhibit some of the broadest range of behaviors, adapting on the fly to changes in its surroundings. “That means the octopus can react quickly to its environment, especially when exploring, hunting, or defending itself,” Pelled says. “For example, one arm can grab food while another is feeling around a rock, without needing permission from the brain. This setup also makes the octopus more resilient. If one arm is injured, the others still work just fine. And because so much decision-making happens at the arms, the central brain is freed up to focus on the bigger picture—like navigating or learning new tasks.” As if each limb weren’t already buzzing with neural activity, things get even more intricate when researchers zoom in further—to the nerves within each individual sucker, a ring of muscular tissue, which octopuses use to sense and taste their surroundings. “There is a sucker ganglion, or nerve center, located in the stalk of every sucker. For some species of octopuses, that’s over a thousand ganglia,” says Cassady Olson, a graduate student at the University of Chicago who works with Cliff Ragsdale, a leading expert in octopus neuroscience. Given that each sucker has its own nerve centers—connected by a long axial nerve cord running down the limb—and each arm has hundreds of suckers, things get complicated very quickly, as researchers have historically struggled to study this peripheral nervous system, as it’s called, within the octopus’s body. “The large size of the brain makes it both really exciting to study and really challenging,” says Z. Yan Wang, an assistant professor of biology and psychology at the University of Washington. “Many of the tools available for neuroscience have to be adjusted or customized specifically for octopuses and other cephalopods because of their unique body plans.” While each limb acts independently, signals are transmitted back to the octopus’s central nervous system. The octopus’ brain sits between its eyes at the front of its mantle, or head, couched between its two optic lobes, large bean-shaped neural organs that help octopuses see the world around them. These optic lobes are just two of the over 30 lobes experts study within the animal’s centralized brain, as each lobe helps the octopus process its environment. This elaborate neural architecture is critical given the octopus’s dual role in the ecosystem as both predator and prey. Without natural defenses like a hard shell, octopuses have evolved a highly adaptable nervous system that allows them to rapidly process information and adjust as needed, helping their chances of survival. Some similarities remain While the octopus’s decentralized nervous system makes it a unique evolutionary example, it does have some structures similar to or analogous to the human nervous system. “The octopus has a central brain mass located between its eyes, and an axial nerve cord running down each arm (similar to a spinal cord),” says Wang. “The octopus has many sensory systems that we are familiar with, such as vision, touch (somatosensation), chemosensation, and gravity sensing.” Neuroscientists have homed in on these similarities to understand how these structures may have evolved across the different branches in the tree of life. As the most recent common ancestor for humans and octopuses lived around 750 million years ago, experts believe that many similarities, from similar camera-like eyes to maps of neural activities, evolved separately in a process known as convergent evolution. While these similarities shed light on evolution's independent paths, they also offer valuable insights for fields like soft robotics and regenerative medicine. Occasionally, unique individuals—like an octopus with an unexpected number of limbs—can provide even deeper clues into how this remarkable nervous system functions and adapts. Nine arms, no problem In 2021, researchers from the Institute of Marine Research in Spain used an underwater camera to follow a male Octopus vulgaris, or common octopus. On its left side, three arms were intact, while the others were reduced to uneven, stumpy lengths, sharply bitten off at varying points. Although the researchers didn’t witness the injury itself, they observed that the front right arm—known as R1—was regenerating unusually, splitting into two separate limbs and giving the octopus a total of nine arms. “In this individual, we believe this condition was a result of abnormal regeneration [a genetic mutation] after an encounter with a predator,” explains Sam Soule, one of the researchers and the first author on the corresponding paper recently published in Animals. The researchers named the octopus Salvador due to its bifurcated arm coiling up on itself like the two upturned ends of Salvador Dali’s moustache. For two years, the team studied the cephalopod’s behavior and found that it used its bifurcated arm less when doing “riskier” movements such as exploring or grabbing food, which would force the animal to stretch its arm out and expose it to further injury. “One of the conclusions of our research is that the octopus likely retains a long-term memory of the original injury, as it tends to use the bifurcated arms for less risky tasks compared to the others,” elaborates Jorge Hernández Urcera, a lead author of the study. “This idea of lasting memory brought to mind Dalí’s famous painting The Persistence of Memory, which ultimately became the title of the paper we published on monitoring this particular octopus.” While the octopus acted more protective of its extra limb, its nervous system had adapted to using the extra appendage, as the octopus was observed, after some time recovering from its injuries, using its ninth arm for probing its environment. “That nine-armed octopus is a perfect example of just how adaptable these animals are,” Pelled adds. “Most animals would struggle with an unusual body part, but not the octopus. In this case, the octopus had a bifurcated (split) arm and still used it effectively, just like any other arm. That tells us the nervous system didn’t treat it as a mistake—it figured out how to make it work.” Kenna Hughes-Castleberry is the science communicator at JILA (a joint physics research institute between the National Institute of Standards and Technology and the University of Colorado Boulder) and a freelance science journalist. Her main writing focuses are quantum physics, quantum technology, deep technology, social media, and the diversity of people in these fields, particularly women and people from minority ethnic and racial groups. Follow her on LinkedIn or visit her website. 19 Comments

Published June 7, 2025 10:00am EDT close Tennessee DMV experiencing long lines ahead of REAL ID deadline May 7 is the deadline to get a REAL ID, and some DMVs are facing large crowds and major backup. FOX's Asher Reed spoke with FOX 35 Orlando from outside a DMV in Antioch, Tennessee, with more on the issue. NEWYou can now listen to Fox News articles! If you've received a text message claiming to be from your state's Department of Motor Vehicles (DMV) and threatening you with fines or penalties unless you pay up, you're not alone. A new wave of scam texts is sweeping across the country, targeting drivers in states like Connecticut, Pennsylvania, Georgia, Florida, New York, California, Illinois, New Jersey, Virginia, Colorado, Vermont, Texas, North Carolina and even Washington, D.C.These messages look official and urgent, warning you about supposed unpaid tickets or tolls and demanding immediate payment. But don't be fooled, as these texts are sophisticated scams designed to steal your personal information or money. The scammers are getting better at making their messages look real, so it can be tricky to spot the fraud. But with a few simple tips, you can learn how to recognize these scams and protect yourself before you click or respond. DMV scam text. (Kurt "CyberGuy" Knutsson)How the DMV scam text message worksThese scam messages vary slightly depending on the state you're in, but they’re generally structured in the same way. The text threatens consequences, such as credit score damage, revoked driving privileges, suspended vehicle registration or increased toll fees, if you do not pay the bill you have supposedly incurred. To make the message appear legit, the scammers often include a date for penalties to begin, a fake administrative code and a link that appears to be an official DMV website.FBI WARNS OF SCAM TARGETING VICTIMS WITH FAKE HOSPITALS AND POLICEPro tip: If you're instructed to copy the link into your browser rather than clicking it directly, it's a scam. A person receiving a scam text message on their phone. (Kurt "CyberGuy" Knutsson)Why DMV text scams are so convincingThe scam relies on two key elements to be effective: fear and a sense of urgency. These are two powerful psychological motivators that can send you into a panic since your driving privileges are at risk, or you're facing financial consequences. The aim is to get you to act hastily without pausing to verify the source. The messages also mimic legitimate government communications by including familiar terms, official-sounding codes and web addresses that appear authentic. Here is an example of what the text might look like: DMV scam text. (Kurt "CyberGuy" Knutsson)States known to have issued warnings about DMV scam texts (as of June 2025):ConnecticutPennsylvaniaGeorgiaFloridaNew YorkCaliforniaIllinoisNew JerseyVirginiaColoradoVermontTexasNorth CarolinaWashington, D.C.Reports are surfacing across the U.S., and the list of affected states is likely to continue growing as more residents come forward.How to spot and avoid DMV text message scamsIf you receive a suspicious text message claiming to be from your state's DMV and demanding payment or personal information, follow these steps to protect yourself:1. Be skeptical of any message creating urgency or panic: Scammers rely on fear and urgency to trick you into acting without thinking. If a message pressures you to act immediately, that's a major red flag.2. Check for obvious red flags: Look for signs like strange sender addresses, awkward language, misspellings or links that don't match your state's official DMV website.3. Do not click any links or reply, and use strong antivirus software: Legitimate DMVs will not ask for payments, personal details or sensitive information via unsolicited text messages. The best way to safeguard yourself from malicious links that install malware, potentially accessing your private information, is to have antivirus software installed on all your devices. This protection can also alert you to phishing emails and ransomware scams, keeping your personal information and digital assets safe. Get my picks for the best 2025 antivirus protection winners for your Windows, Mac, Android and iOS devices.4. Verify directly with your DMV: If you're concerned the message might be real, contact your state's DMV using the official website or a trusted phone number. Never use the contact information provided in the suspicious text.5. Consider a Personal Data Removal Service: Your personal information is widely available online, which can make you a bigger target for these types of scams, therefore you might look into a personal data removal service. These services work by submitting opt-out requests to data brokers that collect and sell your information, helping to reduce your digital footprint and making it harder for scammers to find your contact details. GET FOX BUSINESS ON THE GO BY CLICKING HEREWhile no service can guarantee the complete removal of your data from the internet, a data removal service is really a smart choice. They aren’t cheap — and neither is your privacy.  These services do all the work for you by actively monitoring and systematically erasing your personal information from hundreds of websites. It’s what gives me peace of mind and has proven to be the most effective way to erase your personal data from the internet.  By limiting the information available, you reduce the risk of scammers cross-referencing data from breaches with information they might find on the dark web, making it harder for them to target you. Check out my top picks for data removal services here.6. Delete the message immediately and block the sender: Removing the text helps prevent accidental clicks and reduces the risk of falling for the scam later. Also, be sure to block phone numbers and texts that send spam or scam messages, reducing future risk.7. Register your number with the National Do Not Call Registry: While this won't stop all scams, it can help reduce unwanted communications.8. Don't provide any personal or financial information: Never share your Social Security number, driver's license number, banking information, or passwords in response to an unsolicited text.9. If you clicked the link or gave out information, act quickly: If you accidentally entered personal or financial information, contact your bank, credit card provider or local law enforcement right away to minimize potential damage.10. Keep your phone's security features updated: Ensure your device's operating system and security software are current to help block known scam numbers and malicious links.11. Report the scam: Forward the message to 7726 (SPAM) to alert your mobile provider and help block similar messages in the future. Mark the message as junk or spam within your messaging app, if possible. File a complaint with the Federal Trade Commission at reportfraud.ftc.gov or the FBI's Internet Crime Complaint Center at ic3.gov.Kurt’s key takeawaysScam texts pretending to be from the DMV are getting more convincing, but you don't have to be their next victim. Staying skeptical of urgent messages, double-checking anything that seems off and never clicking suspicious links can go a long way in protecting your personal information. Remember, the real DMV will never pressure you for payment or sensitive details over text. By staying alert, you can help prevent these scams and keep your personal information and money secure.CLICK HERE TO GET THE FOX NEWS APPShould tech companies and telecom providers be doing more to protect you from scam texts, or does the responsibility ultimately fall on you to keep your digital life safe? Let us know by writing to us at Cyberguy.com/ContactFor more of my tech tips and security alerts, subscribe to my free CyberGuy Report Newsletter by heading to Cyberguy.com/NewsletterAsk Kurt a question or let us know what stories you'd like us to cover.Follow Kurt on his social channels:Answers to the most-asked CyberGuy questions:New from Kurt:Copyright 2025 CyberGuy.com. All rights reserved.   Kurt "CyberGuy" Knutsson is an award-winning tech journalist who has a deep love of technology, gear and gadgets that make life better with his contributions for Fox News & FOX Business beginning mornings on "FOX & Friends." Got a tech question? Get Kurt’s free CyberGuy Newsletter, share your voice, a story idea or comment at CyberGuy.com.

Additive Manufacturing UK (AMUK)’s first Members Forum of 2025 was held at Siemens’ UK headquarters in South Manchester earlier this year. The event featured presentations from AMUK members and offered attendees a chance to network and share insights.  Ahead of the day-long meetup, 3D Printing Industry caught up with Joshua Dugdale, Head of AMUK, to learn more about the current state of additive manufacturing and the future of 3D printing in Britain.  AMUK is the United Kingdom’s primary 3D printing trade organization. Established in 2014, it operates within the Manufacturing Technologies Association (MTA) cluster. Attendees at this year’s first meetup spanned the UK’s entire 3D printing ecosystem. Highlights included discussion on precious materials from Cookson Industrial, simulation software from Siemens, digital thread solutions from Kaizen PLM, and 3D printing services provided by ARRK.  With a background in mechanical engineering, Dugdale is “responsible for everything and anything AMUK does as an organization.” According to the Loughborough University alumnus, who is also Head of Technology and Skills at the MTA, AMUK’s core mission is to “create an environment in the UK where additive manufacturing can thrive.” He elaborated on how his organization is working to increase the commercial success of its members within the “struggling” global manufacturing environment. Dugdale shared his perspective on the key challenges facing 3D printing in the UK. He pointed to a “tough” operating environment hampered by global financial challenges, which is delaying investments.  Despite this, AMUK’s leader remains optimistic about the sector’s long-term potential, highlighting the UK’s success in R&D and annual 3D printing intellectual property (IP) output. Dugdale emphasized the value of 3D printing for UK defense and supply chain resilience, arguing that “defense will lead the way” in 3D printing innovation.  Looking ahead, Dugdale called on the UK Government to create a unified 3D printing roadmap to replace its “disjointed” approach to policy and funding. He also shared AMUK’s strategy for 2025 and beyond, emphasizing a focus on eductaion, supply chain visibility, and standards. Ultimately, the AMUK figurehead shared a positive outlook on the future of 3D printing in the UK. He envisions a new wave of innovation that will see more British startups and university spinouts emerging over the next five years.          Siemens’ Manchester HQ hosted the first AMUK Members Forum of 2025. Photo by 3D Printing Industry. What is the current state of additive manufacturing in the UK? According to Dugdale, the 3D printing industry is experiencing a challenging period, driven largely by global economic pressures. “I wouldn’t describe it as underperforming, I’d describe it as flat,” Dugdale said. “The manufacturing sector as a whole is facing significant challenges, and additive manufacturing is no exception.” He pointed to increased competition, a cautious investment climate, and the reluctance of businesses to adopt new technologies due to the economic uncertainty.  Dugdale specifically highlighted the increase in the UK’s National Insurance contribution (NIC) rate for employers, which rose from 13.8% to 15% on April 6, 2025. He noted that many British companies postponed investment decisions ahead of the announcement, reflecting growing caution within the UK manufacturing sector. “With additive manufacturing, people need to be willing to take risks,” added Dugdale. “People are holding off at the moment because the current climate doesn’t favor risk.”  Dugdale remains optimistic about the sector’s long-term potential, arguing that the UK continues to excel in academia and R&D. However, for Dugdale, commercializing that research is where the country must improve before it can stand out on the world stage. This becomes especially clear when compared to countries in North America and Asia, which receive significantly greater financial support. “We’re never going to compete with the US and China, because they have so much more money behind them,” he explained. In a European context, Dugdale believes the UK “is doing quite well.” However, Britain remains below Spain in terms of financial backing and technology adoption. “Spain has a much more mature industry,” Dugdale explained. “Their AM association has been going for 10 years, and it’s clear that their industry is more cohesive and further along. It’s a level of professionalism we can learn from.” While the Iberian country faces similar challenges in standards, supply chain, and visibility, it benefits from a level of cohesion that sets it apart from many other European countries. Dugdale pointed to the Formnext trade show as a clear example of this disparity. He expects the Spanish pavilion to span around 200 square meters and feature ten companies at this year’s event, a “massive” difference compared to the UK’s 36 square meters last year. AMUK’s presence could grow to around 70 square meters at Formnext 2025, but this still lags far behind. Dugdale attributes this gap to government support. “They get more funding. This makes it a lot more attractive for companies to come because there’s less risk for them,” he explained.   Josh Dugdale speaking at the AMUK Members Forum in Manchester. Photo by 3D Printing Industry. 3D printing for UK Defense  As global security concerns grow, the UK government has intensified efforts to bolster its defense capabilities. In this context, 3D printing is emerging as a key enabler. Earlier this year, the Ministry of Defence (MoD) released its first Defence Advanced Manufacturing Strategy, outlining a plan to “embrace 3D printing,” with additive manufacturing expected to play a pivotal role in the UK’s future military operations.  Dugdale identified two key advantages of additive manufacturing for defense: supply chain resilience and frontline production. For the former, he stressed the importance of building localized supply chains to reduce lead times and eliminate dependence on overseas shipments. This capability is crucial for ensuring that military platforms, whether on land, at sea, or in the air, remain operational.  3D printing near the front lines offers advantages for conducting quick repairs and maintaining warfighting capabilities in the field. “If a tank needs to get back off the battlefield, you can print a widget or bracket that’ll hold for just five miles,” Dugdale explained. “It’s not about perfect engineering; it’s about getting the vehicle home.”  The British Army has already adopted containerized 3D printers to test additive manufacturing near the front lines. Last year, British troops deployed metal and polymer 3D printers during Exercise Steadfast Defender, NATO’s largest military exercise since the Cold War. Dubbed Project Bokkr, the additive manufacturing capabilities included XSPEE3D cold spray 3D printer from Australian firm SPEE3D.     Elsewhere in 2024, the British Army participated in Additive Manufacturing Village 2024, a military showcase organized by the European Defence Agency. During the event, UK personnel 3D printed 133 functional parts, including 20 made from metal. They also developed technical data packs (TDPs) for 70 different 3D printable spare parts. The aim was to equip Ukrainian troops with the capability to 3D print military equipment directly at the point of need. Dugdale believes success in the UK defense sector will help drive wider adoption of 3D printing. “Defense will lead the way,” he said, suggesting that military users will build the knowledge base necessary for broader civilian adoption. This could also spur innovation in materials science, an area Dugdale expects to see significant advancements in the coming years.     A British Army operator checks a part 3D printed on SPEE3D’s XSPEE3D Cold Spray 3D printer. Photo via the British Army. Advocating for a “unified industrial strategy” Despite promising growth in defence, Dugdale identified major hurdles that still hinder the widespread adoption of additive manufacturing (AM) in the UK.  A key challenge lies in the significant knowledge gap surrounding the various types of AM and their unique advantages. This gap, he noted, discourages professionals familiar with traditional manufacturing methods like milling and turning from embracing 3D printing. “FDM is not the same as WAAM,” added Dugdale. “Trying to explain that in a very nice, coherent story is not always easy.” Dugdale also raised concerns about the industry’s fragmented nature, especially when it comes to software compatibility and the lack of interoperability between 3D printing systems. “The software is often closed, and different machines don’t always communicate well with each other. That can create fear about locking into the wrong ecosystem too early,” he explained.  For Dugdale, these barriers can only be overcome with a clear industrial strategy for additive manufacturing. He believes the UK Government should develop a unified strategy that defines a clear roadmap for development. This, Dugdale argued, would enable industry players to align their efforts and investments.  The UK has invested over £500 million in AM-related projects over the past decade. However, Dugdale explained that fragmented funding has limited its impact. Instead, the AMUK Chief argues that the UK Government’s strategy should recognize AM as one of “several key enabling technologies,” alongside machine tooling, metrology, and other critical manufacturing tools.  He believes this unified approach could significantly boost the UK’s productivity and fully integrate 3D printing into the wider industrial landscape. “Companies will align themselves with the roadmap, allowing them to grow and mature at the same rate,” Dugdale added. “This will help us to make smarter decisions about how we fund and where we fund.”    AMUK’s roadmap and the future of 3D printing in the UK    When forecasting 3D printing market performance, Dugdale and his team track five key industries: automotive, aerospace, medical, metal goods, and chemical processes. According to Dugdale, these industries are the primary users of machine tools, which makes them crucial indicators of market health. AMUK also relies on 3D printing industry surveys to gauge confidence, helping them to spot trends even when granular data is scarce. By comparing sector performance with survey-based confidence indicators, AMUK builds insights into the future market trajectory. The strong performance of sectors like aerospace and healthcare, which depend heavily on 3D printing, reinforces Dugdale’s confidence in the long-term potential of additive manufacturing. Looking ahead to the second half of 2025, AMUK plans to focus on three primary challenges: supply chain visibility, skills development, and standards. Dugdale explains that these issues remain central to the maturation of the UK’s AM ecosystem. Education will play a key role in these efforts.  AMUK is already running several additive manufacturing upskilling initiatives in schools and universities to build the next generation of 3D printing pioneers. These include pilot projects that introduce 3D printing to Key Stage 3 students (aged 11) and AM university courses that are tailored to industry needs.  In the longer term, Dugdale suggests AMUK could evolve to focus more on addressing specific industry challenges, such as net-zero emissions or automotive light-weighting. This would involve creating specialized working groups that focus on how 3D printing can address specific pressing issues.  Interestingly, Dugdale revealed that AMUK’s success in advancing the UK’s 3D printing industry could eventually lead to the organization being dissolved and reabsorbed into the MTA. This outcome, he explained, would signal that “additive manufacturing has really matured” and is now seen as an integral part of the broader manufacturing ecosystem, rather than a niche technology. Ultimately, Dugdale is optimistic for the future of 3D printing in the UK. He acknowledged that AMUK is still “trying to play catch-up for the last 100 years of machine tool technology.” However, additive manufacturing innovations are set to accelerate. “There’s a lot of exciting research happening in universities, and we need to find ways to help these initiatives gain the funding and visibility they need,” Dugdale urged. As the technology continues to grow, Dugdale believes additive manufacturing will gradually lose its niche status and become a standard tool for manufacturers. “In ten years, we could see a generation of workers who grew up with 3D printers at home,” he told me. “For them, it will just be another technology to use in the workplace, not something to be amazed by.”  With this future in mind, Dugdale’s vision for 3D printing is one of broad adoption, supported by clear strategy and policy, as the technology continues to evolve and integrate into UK industry.  Take the 3DPI Reader Survey — shape the future of AM reporting in under 5 minutes. Who won the 2024 3D Printing Industry Awards? Subscribe to the 3D Printing Industry newsletter to keep up with the latest 3D printing news.You can also follow us on LinkedIn, and subscribe to the 3D Printing Industry Youtube channel to access more exclusive content.

ILM teams with Ben Stiller and Apple TV+ to bring thousands of seamless visual effects shots to the hit drama’s second season. By Clayton Sandell There are mysterious and important secrets to be uncovered in the second season of the wildly popular Apple TV+ series Severance (2022-present). About 3,500 of them are hiding in plain sight. That’s roughly the number of visual effects shots helping tell the Severance story over 10 gripping episodes in the latest season, a collaborative effort led by Industrial Light & Magic. ILM’s Eric Leven served as the Severance season two production visual effects supervisor. We asked him to help pull back the curtain on some of the show’s impressive digital artistry that most viewers will probably never notice. “This is the first show I’ve ever done where it’s nothing but invisible effects,” Leven tells ILM.com. “It’s a really different calculus because nobody talks about them. And if you’ve done them well, they are invisible to the naked eye.” With so many season two shots to choose from, Leven helped us narrow down a list of his favorite visual effects sequences to five. (As a bonus, we’ll also dive into an iconic season finale shot featuring the Mr. Milchick-led marching band.) Before we dig in, a word of caution. This article contains plot spoilers for Severance. (And in case you’re already wondering: No, the goats are not computer-graphics.) Severance tells the story of Mark Scout (Adam Scott), department chief of the secretive Severed Floor located in the basement level of Lumon Industries, a multinational biotech corporation. Mark S., as he’s known to his co-workers, heads up Macrodata Refinement (MDR), a department where employees help categorize numbers without knowing the true purpose of their work.  Mark and his team – Helly R. (Britt Lower), Dylan G. (Zach Cherry), and Irving B. (John Turturro), have all undergone a surgical procedure to “sever” their personal lives from their work lives. The chip embedded in their brains effectively creates two personalities that are sometimes at odds: an “Innie” during Lumon office hours and an “Outie” at home. “This is the first show I’ve ever done where it’s nothing but invisible effects. It’s a really different calculus because nobody talks about them. And if you’ve done them well, they are invisible to the naked eye.”Eric Leven 1. The Running Man (Episode 201: “Hello, Ms. Cobel”) The season one finale ends on a major cliffhanger. Mark S. learns that his Outie’s wife, Gemma – believed killed in a car crash years ago – is actually alive somewhere inside the Lumon complex. Season two opens with Mark S. arriving at the Severed Floor in a desperate search for Gemma, who he only knows as her Innie persona, Ms. Casey. The fast-paced sequence is designed to look like a single, two-minute shot. It begins with the camera making a series of rapid and elaborate moves around a frantic Mark S. as he steps out of the elevator, into the Severed Floor lobby, and begins running through the hallways. “The nice thing about that sequence was that everyone knew it was going to be difficult and challenging,” Leven says, adding that executive producer and Episode 201 director, Ben Stiller, began by mapping out the hallway run with his team. Leven recommended that a previsualization sequence – provided by The Third Floor – would help the filmmakers refine their plan before cameras rolled. “While prevising it, we didn’t worry about how we would actually photograph anything. It was just, ‘These are the visuals we want to capture,’” Leven says. “‘What does it look like for this guy to run down this hallway for two minutes? We’ll figure out how to shoot it later.’” The previs process helped determine how best to shoot the sequence, and also informed which parts of the soundstage set would have to be digitally replaced. The first shot was captured by a camera mounted on a Bolt X Cinebot motion-control arm provided by The Garage production company. The size of the motion-control setup, however, meant it could not fit in the confined space of an elevator or the existing hallways. “We couldn’t actually shoot in the elevator,” Leven says. “The whole elevator section of the set was removed and was replaced with computer graphics [CG].” In addition to the elevator, ILM artists replaced portions of the floor, furniture, and an entire lobby wall, even adding a reflection of Adam Scott into the elevator doors. As Scott begins running, he’s picked up by a second camera mounted on a more compact, stabilized gimbal that allows the operator to quickly run behind and sometimes in front of the actor as he darts down different hallways. ILM seamlessly combined the first two Mark S. plates in a 2D composite. “Part of that is the magic of the artists at ILM who are doing that blend. But I have to give credit to Adam Scott because he ran the same way in both cameras without really being instructed,” says Leven. “Lucky for us, he led with the same foot. He used the same arm. I remember seeing it on the set, and I did a quick-and-dirty blend right there and thought, ‘Oh my gosh, this is going to work.’ So it was really nice.” The action continues at a frenetic pace, ultimately combining ten different shots to complete the sequence. “We didn’t want the very standard sleight of hand that you’ve seen a lot where you do a wipe across the white hallway,” Leven explains. “We tried to vary that as much as possible because we didn’t want to give away the gag. So, there are times when the camera will wipe across a hallway, and it’s not a computer graphics wipe. We’d hide the wipe somewhere else.” A slightly more complicated illusion comes as the camera sweeps around Mark S. from back to front as he barrels down another long hallway. “There was no way to get the camera to spin around Mark while he is running because there’s physically not enough room for the camera there,” says Leven. To capture the shot, Adam Scott ran on a treadmill placed on a green screen stage as the camera maneuvered around him. At that point, the entire hallway environment is made with computer graphics. Artists even added a few extra frames of the actor to help connect one shot to the next, selling the illusion of a single continuous take. “We painted in a bit of Adam Scott running around the corner. So if you freeze and look through it, you’ll see a bit of his heel. He never completely clears the frame,” Leven points out. Leven says ILM also provided Ben Stiller with options when it came to digitally changing up the look of Lumon’s sterile hallways: sometimes adding extra doors, vents, or even switching door handles. “I think Ben was very excited about having this opportunity,” says Leven. “He had never had a complete, fully computer graphics version of these hallways before. And now he was able to do things that he was never able to do in season one.” (Credit: Apple TV+). 2. Let it Snow (Episode 204: “Woe’s Hollow”) The MDR team – Mark, Helly, Dylan, and Irving – unexpectedly find themselves in the snowy wilderness as part of a two-day Lumon Outdoor Retreat and Team-Building Occurrence, or ORTBO.  Exterior scenes were shot on location at Minnewaska State Park Preserve in New York. Throughout the ORTBO sequence, ILM performed substantial environment enhancements, making trees and landscapes appear far snowier than they were during the shoot. “It’s really nice to get the actors out there in the cold and see their breath,” Leven says. “It just wasn’t snowy during the shoot. Nearly every exterior shot was either replaced or enhanced with snow.” For a shot of Irving standing on a vast frozen lake, for example, virtually every element in the location plate – including an unfrozen lake, mountains, and trees behind actor John Turturro – was swapped out for a CG environment. Wide shots of a steep, rocky wall Irving must scale to reach his co-workers were also completely digital. Eventually, the MDR team discovers a waterfall that marks their arrival at a place called Woe’s Hollow. The location – the state park’s real-life Awosting Falls – also got extensive winter upgrades from ILM, including much more snow covering the ground and trees, an ice-covered pond, and hundreds of icicles clinging to the rocky walls. “To make it fit in the world of Severance, there’s a ton of work that has to happen,” Leven tells ILM.com. (Credit: Apple TV+). 3. Welcome to Lumon (Episode 202: “Goodbye, Mrs. Selvig” & Episode 203: “Who is Alive?”) The historic Bell Labs office complex, now known as Bell Works in Holmdel Township, New Jersey, stands in as the fictional Lumon Industries headquarters building. Exterior shots often underwent a significant digital metamorphosis, with artists transforming areas of green grass into snow-covered terrain, inserting a CG water tower, and rendering hundreds of 1980s-era cars to fill the parking lot. “We’re always adding cars, we’re always adding snow. We’re changing, subtly, the shape and the layout of the design,” says Leven. “We’re seeing new angles that we’ve never seen before. On the roof of Lumon, for example, the air conditioning units are specifically designed and created with computer graphics.” In real life, the complex is surrounded by dozens of houses, requiring the digital erasure of entire neighborhoods. “All of that is taken out,” Leven explains. “CG trees are put in, and new mountains are put in the background.” Episodes 202 and 203 feature several night scenes shot from outside the building looking in. In one sequence, a camera drone flying outside captured a long tracking shot of Helena Eagan (Helly R.’s Outie) making her way down a glass-enclosed walkway. The building’s atrium can be seen behind her, complete with a massive wall sculpture depicting company founder Kier Eagan. “We had to put the Kier sculpture in with the special lighting,” Leven reveals. “The entire atrium was computer graphics.” Artists completed the shot by adding CG reflections of the snowy parking lot to the side of the highly reflective building. “We have to replace what’s in the reflections because the real reflection is a parking lot with no snow or a parking lot with no cars,” explains Leven. “We’re often replacing all kinds of stuff that you wouldn’t think would need to be replaced.” Another nighttime scene shot from outside the building features Helena in a conference room overlooking the Lumon parking lot, which sits empty except for Mr. Milchick (Tramell Tillman) riding in on his motorcycle. “The top story, where she is standing, was practical,” says Leven, noting the shot was also captured using a drone hovering outside the window. “The second story below her was all computer graphics. Everything other than the building is computer graphics. They did shoot a motorcycle on location, getting as much practical reference as possible, but then it had to be digitally replaced after the fact to make it work with the rest of the shot.” (Credit: Apple TV+). 4. Time in Motion (Episode 207: “Chikhai Bardo”) Episode seven reveals that MDR’s progress is being monitored by four dopplegang-ish observers in a control room one floor below, revealed via a complex move that has the camera traveling downward through a mass of data cables. “They built an oversize cable run, and they shot with small probe lenses. Visual effects helped by blending several plates together,” explains Leven. “It was a collaboration between many different departments, which was really nice. Visual effects helped with stuff that just couldn’t be shot for real. For example, when the camera exits the thin holes of the metal grate at the bottom of the floor, that grate is computer graphics.” The sequence continues with a sweeping motion-control time-lapse shot that travels around the control-room observers in a spiral pattern, a feat pulled off with an ingenious mix of technical innovation and old-school sleight of hand. A previs sequence from The Third Floor laid out the camera move, but because the Bolt arm motion-control rig could only travel on a straight track and cover roughly one-quarter of the required distance, The Garage came up with a way to break the shot into multiple passes. The passes would later be stitched together into one seemingly uninterrupted movement. The symmetrical set design – including the four identical workstations – helped complete the illusion, along with a clever solution that kept the four actors in the correct position relative to the camera. “The camera would basically get to the end of the track,” Leven explains. “Then everybody would switch positions 90 degrees. Everyone would get out of their chairs and move. The camera would go back to one, and it would look like one continuous move around in a circle because the room is perfectly symmetrical, and everything in it is perfectly symmetrical. We were able to move the actors, and it looks like the camera was going all the way around the room.” The final motion-control move switches from time-lapse back to real time as the camera passes by a workstation and reveals Mr. Drummond (Ólafur Darri Ólafsson) and Dr. Mauer (Robby Benson) standing behind it. Leven notes that each pass was completed with just one take. 5. Mark vs. Mark (Episode 210: “Cold Harbor”) The Severance season two finale begins with an increasingly tense conversation between Innie Mark and Outie Mark, as the two personas use a handheld video camera to send recorded messages back and forth. Their encounter takes place at night in a Lumon birthing cabin equipped with a severance threshold that allows Mark S. to become Mark Scout each time he steps outside and onto the balcony. The cabin set was built on a soundstage at York Studios in the Bronx, New York. The balcony section consisted of the snowy floor, two chairs, and a railing, all surrounded by a blue screen background. Everything else was up to ILM to create. “It was nice to have Ben’s trust that we could just do it,” Leven remembers. “He said, ‘Hey, you’re just going to make this look great, right?’ We said, ‘Yeah, no problem.’” Artists filled in the scene with CG water, mountains, and moonlight to match the on-set lighting and of course, more snow. As Mark Scout steps onto the balcony, the camera pulls back to a wide shot, revealing the cabin’s full exterior. “They built a part of the exterior of the set. But everything other than the windows, even the railing, was digitally replaced,” Leven says. “It was nice to have Ben [Stiller’s] trust that we could just do it. He said, ‘Hey, you’re just going to make this look great, right?’ We said, ‘Yeah, no problem.’”Eric Leven Bonus: Marching Band Magic (Episode 210: “Cold Harbor”) Finally, our bonus visual effects shot appears roughly halfway through the season finale. To celebrate Mark S. completing the Cold Harbor file, Mr. Milchick orders up a marching band from Lumon’s Choreography and Merriment department. Band members pour into MDR, but Leven says roughly 15 to 20 shots required adding a few more digital duplicates. “They wanted it to look like MDR was filled with band members. And for several of the shots there were holes in there. It just didn’t feel full enough,” he says. In a shot featuring a God’s-eye view of MDR, band members hold dozens of white cards above their heads, forming a giant illustration of a smiling Mark S. with text that reads “100%.” “For the top shot, we had to find a different stage because the MDR ceiling is only about eight feet tall,” recalls Leven. “And Ben really pushed to have it done practically, which I think was the right call because you’ve already got the band members, you’ve made the costumes, you’ve got the instruments. Let’s find a place to shoot it.” To get the high shot, the production team set up on an empty soundstage, placing signature MDR-green carpet on the floor. A simple foam core mock-up of the team’s desks occupied the center of the frame, with the finished CG versions added later. Even without the restraints of the practical MDR walls and ceiling, the camera could only get enough height to capture about 30 band members in the shot. So the scene was digitally expanded, with artists adding more green carpet, CG walls, and about 50 more band members. “We painted in new band members, extracting what we could from the practical plate,” Leven says. “We moved them around; we added more, just to make it look as full as Ben wanted.” Every single white card in the shot, Leven points out, is completely digital. (Credit: Apple TV+). A Mysterious and Important Collaboration With fans now fiercely debating the many twists and turns of Severance season two, Leven is quick to credit ILM’s two main visual effects collaborators: east side effects and Mango FX INC, as well as ILM studios and artists around the globe, including San Francisco, Vancouver, Singapore, Sydney, and Mumbai. Leven also believes Severance ultimately benefited from a successful creative partnership between ILM and Ben Stiller. “This one clicked so well, and it really made a difference on the show,” Leven says. “I think we both had the same sort of visual shorthand in terms of what we wanted things to look like. One of the things I love about working with Ben is that he’s obviously grounded in reality. He wants to shoot as much stuff real as possible, but then sometimes there’s a shot that will either come to him late or he just knows is impractical to shoot. And he knows that ILM can deliver it.” — Clayton Sandell is a Star Wars author and enthusiast, TV storyteller, and a longtime fan of the creative people who keep Industrial Light & Magic and Skywalker Sound on the leading edge of visual effects and sound design. Follow him on Instagram (@claytonsandell) Bluesky (@claytonsandell.com) or X (@Clayton_Sandell).

Few roles evolve as quickly as that of the modern CIO. A great way to prepare for a future that is largely unknown is to build your adaptability skills through diverse work experiences, says Bhavik Rao, CIO for the Americas at Vertiv. Learn from your wins and your losses and carry on. Stay free of comfort zones and run towards the chaos. Leaders are born of challenges and not from comfort.Bhavik shares what he’s facing now, how he’s navigating it, and the hard-won lessons that helped shape his approach to IT leadership.Here’s what he had to say:What has your career path looked like so far? I actually started my career as a techno-functional consultant working with the public sector. That early experience gave me a solid grounding in both the technical and process side of enterprise systems. From there, I moved into consulting, which really opened up my world. I had the opportunity to work across multiple industries, leading everything from mobile app development and eCommerce deployments to omnichannel initiatives, data platforms, ERP rollouts, and ultimately large-scale digital transformation and IT strategy programs. It was fast paced, challenging, and incredibly rewarding.  That diversity shaped the way I think today. I learned how to adapt quickly, connect dots across domains, and communicate with everyone from developers to CXOs. Eventually, that path led me to Vertiv, where I now serve as the CIO for the Americas, in addition to leading a couple of global towers, such as data/AI and engineering systems, for example. I’ve been fortunate to lead initiatives that drive operational efficiency, scale GenAI adoption, and turn technology into a true business enabler.   Related:What are the highlights along your career path? There have been several defining moments, both wins and challenges, that have shaped how I lead today. One of the most pivotal chapters has been my time at Vertiv. I joined when the company was still owned by private equity. It was an intense, roll-up-your-sleeves kind of environment. Then, in 2020, we went public -- a huge milestone. But just as we were ramping up our digital transformation, COVID hit, and with it came massive supply chain disruptions. In the middle of all that chaos, I was asked to take over a large-scale transformation program that was struggling. bhBhavik RaoIt wasn’t easy. There were legacy challenges, resistance to change, and real execution pressure. But we rallied, restructured the program, and launched it. That experience taught me a lot about leading under pressure, aligning teams around outcomes, and staying focused even when everything feels like it’s shifting. Related:Another major learning moment was earlier in my career when I lost a large national account I’d spent over seven years building. That was a tough one, but it taught me resilience. I learned not to attach my identity to any one outcome and to keep moving forward with purpose. Then, there are the moments of creation, like launching VeGA, our internal GenAI platform at Vertiv. Seeing it go from idea to impact, with thousands of users and 100+ applications, has been incredibly energizing. It reminded me how powerful it is when innovation meets execution. I’ve also learned the power of being a “player-coach.” I don’t believe in leading from a distance. I get involved, understand the challenges on the ground, and then help teams move forward together.  What’s your vision for the future of sovereign AI? For me, sovereign AI isn’t just a regulatory checkbox; it’s about strategic autonomy. At our company, we are trying to be very intentional about how we scale AI responsibly across our global footprint. So, when I think about sovereign AI, I define it as the ability to control how, where, and why AI is built and deployed with full alignment to your business needs, risk posture, and data boundaries. Related:I’ve seen firsthand how AI becomes a competitive advantage only when you have governance, infrastructure flexibility, and contextual intelligence built in. Our work with VeGA, for example, has shown that employees adopt AI much faster when it’s embedded into secure, business-aligned workflows and not just bolted on from the outside. For CIOs, the shift to sovereign AI means: Designing AI infrastructure that can flex whether it’s hosted internally, cloud-based, or hybrid Building internal AI fluency so your teams aren't fully reliant on black-box solutions Creating a framework for trust and explainability, especially as AI touches regulated and legal processes It’s not about doing everything in-house, but it is about knowing what’s mission-critical to control. In my view, sovereign AI is less about isolation and more about intentional ownership. What do you do for fun or to relax? Golf is my go-to. It keeps me grounded and humble! It’s one of those games that’s as much about mindset as it is about mechanics. I try to work out regularly when I am not traveling for work.  I also enjoy traveling with my family and listening to podcasts.   What advice would you give to young people considering a leadership path in IT? Be curious, stay hands-on, don’t rush the title, and focus on impact. Learn the business, not just the tech. Some of the best technologists I’ve worked with are the ones who understand how a supply chain works or how a sale actually closes. Also, don’t be afraid to take on messy, undefined problems. Run toward the chaos. That’s where leadership is born. And finally, surround yourself with people smarter than you. Build teams that challenge you. That’s where real growth happens.