SPORTS

NFL kicks off season with AI-powered campaign

Football season officially begins this week, and the NFL is leaning into AI and emerging technologies to make it one to remember.

Using live action and AI, the league debuted its “You Better Believe It” 2025 kickoff campaign, celebrating all 32 teams. 

Fans from all teams appear on a giant float synced to a remixed version of Quad City DJ’s “Come On, Ride the Train,” reworked as “Come On, Ride the Float,” with verses tailored to each team.

“You Better Believe It” came to life through a collaboration with creative agency 72andSunny.

The NFL and the agency combined live-action, CGI and generative AI to create team-specific visuals packed with cultural nods. The result marries cutting-edge tools and classic filmmaking to create scenes that seem larger than life.

"Our fans are at the heart of this campaign – their joy, optimism and belief in what's possible – and we embraced AI to bring them even closer to the game they love," said Tim Ellis, NFL chief marketing officer. "By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our 32 fanbases in one unified fantastical celebration and build a world as limitless and imaginative as they are."

The NFL’s AI-infused kickoff campaign isn’t happening in a vacuum. It’s tapping into how younger fans are reshaping the game-day experience. A PwC survey found that two-thirds of Gen Z’ers multitask during live events, scrolling social media channels, gaming or streaming, underscoring the value of immersive, tech-driven content 

Other leagues are already experimenting with AI.

The NBA is also leaning into AI to engage fans. In April, it partnered with WSC Sports to automate multilingual highlights using generative AI, making it easier for fans worldwide to follow games in their own language. 

Major League Baseball has taken a similar approach with its “My Daily Story” feature, which delivers fan-specific highlight reels through its app. 

Against that backdrop, the NFL’s AI campaign is aimed at fans who live online and on screens.

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BIGTECH

Samsung brings AI home

Samsung is bringing AI home as it aims to be something we can all experience today, not just in the future.

The company showcased its vision for “AI Home: Future, Living, Now” at the Innovation for All 2025 home and consumer tech event taking place in Berlin this week. 

“At Samsung, we’re not just imagining the future of AI; we’re building it into everyday life. Samsung’s AI Home moves beyond smart devices to homes that truly understand you, adapt to your needs, and care for what matters most,” said Cheolgi Kim, Samsung’s executive vice president and head of digital appliances business.

Designed to make everyday living more convenient, efficient, healthy and safe, Kim said the technology “supports your life in the background so that you can live it more fully.” 

Samsung’s research found that 66% of consumers like the idea of an AI-enabled home, 44% expect it to streamline daily chores ,and 45% want greater control through phone or voice commands. 

Samsung’s AI Home with SmartThings offers automated routines from lighting and temperature to syncing blinds to the weather for "effortless living.” It also offers wellness check capabilities, along with personalized sleep settings and nutrition planning. 

It includes SmartThings Energy, which uses AI to track costs and save money, monitoring your home’s energy use to gain insight into overall energy consumption and help devices operate more efficiently.

Samsung also introduced Knox Vault, which safeguards sensitive data at the hardware level, and Knox Matrix, which extends protection across connected devices for ecosystem-wide security.

Samsung is the latest in a long line of companies working to make AI a more accessible part of daily life. 

Google recently rolled out Gemini-powered smart home upgrades that replace Assistant on its Home and Nest devices with AI. 

Earlier this year, Amazon launched an AI-enhanced version of its Alexa voice assistant, Alexa+, powered by generative AI. The assistant acts as an autonomous agent, independently handling multi-step requests.

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CONSUMER

Starbucks brews up AI to keep lattes flowing 

Starbucks is turning to AI to transform how it handles inventory. 

The company this week announced it’s rolling out AI-powered automated counting to track stock, so when customers order their favorite latte, their cold foam or oat milk is always available. Plus, it means less time hunting for supplies in the backroom and more time crafting those yummy beverages. 

And it all happens with a quick scan using a handheld tablet. 

Starbucks collaborated with NomadGo to harness computer vision, 3D spatial intelligence and augmented reality to quickly and accurately track inventory. The system means no more manual inventory checks, providing a smarter, seamless way to manage stock from flagging low inventory to automating restock orders. 

The coffee chain has already deployed the technology to thousands of its coffee shops and has seen an eight times more frequent inventory count, giving the company real-time visibility and enabling quicker, more accurate restocking. 

Starbucks said by the end of September, AI-powered automated counting will be live in all company-operated coffeehouses across North America.  

LINKS

• OpenAI plans to launch jobs platform, certification program for AI roles

• French AI firm Mistral reportedly nearing $14B valuation

• Rising use of AI mental health tools sparks safety concerns

• Switzerland releases fully open AI model 

• Anthropic to stop selling AI services to Chinese-owned groups

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GAMES

POLL RESULTS

Which risk concern you more?

• Real videos being dismissed as “AI” (13%)

• Fake, AI videos being believed as real (35%)

• Both equally (50%)

• Neither (2%)