'AI washing': firms are scrambling to rebrand themselves as tech-focused UK companies are performing "yoga-level" stretches to describe themselves as AI specialists in an attempt to capitalise on the buzz around the technology, public relations firms have said. Weary communications executives tasked with securing media coverage for brands have complained that bosses in low-tech industries or running businesses that use automation but not generative AI, are increasingly demanding they are pitched to journalists as artificial intelligence companies. "You can almost hear the eyes roll when you mention the word AI to a reporter," said a publicist in south London who represents a portfolio of tech and design firms. "I've watched a steady stream of companies try to bolt the label AI on to whatever they do, no matter how tenuous the link." Imran Ariff, a media strategist for Fight or Flight, a London-based communications agency, said: "It can be easy for brands to'drink their own Kool-Aid' when they're so proud of what they're doing and consequently, go too far in their efforts to promote their AI capabilities."

From beachside summits to yacht parties, leading figures at Cannes debated whether AI was cinema's next creative revolution or an existential threat. From beachside summits to yacht parties, leading figures at Cannes debated whether AI was cinema's next creative revolution or an existential threat. Darren Aronofsky among proponents of using technology, while Guillermo del Toro says he would'rather die' U nder a white marquee on Cannes' Croisette beach, with the Mediterranean glistening behind him and superyachts drifting across the horizon, the director Darren Aronofsky addressed an audience of executives and tech evangelists gathered for an "AI for Talent" summit. "There's so much pushback against AI," said Aronofsky, who has faced criticism over his embrace of generative AI projects though his new studio, Primordial Soup, at a time when artificial intelligence has become one of the film industry's most divisive fault lines. Darren Aronofsky: 'AI is not impersonating a person, it's actually a tool.' "AI is a terrible word, because it's a catchphrase for so many different things," continued the director of Requiem for a Dream, The Wrestler, and Black Swan.

A new James Bond is about to make his debut - not on the big screen, but in a video game. It presents Bond before he's earned his 00 status, offering a fresh take on a character that's seen continual reinvention for more than six decades. The new game arrives at a moment of transition for the franchise, with no actor yet confirmed as the next cinematic Bond following Daniel Craig's final appearance in No Time to Die in 2021. The casting process for the live action film has only just officially started, about 15 months since Amazon MGM Studios took control of the Bond franchise. Gibson's portrayal focuses on a more vulnerable, less experienced version of the character.

On Russian state TV a news bulletin shows images of a five-storey building reduced to rubble. Teams of rescuers are sifting through debris. On a severely damaged façade there's a sign: What happened here early on Friday has sparked Russian accusations, Ukrainian denials, an emergency session of the United Nations Security Council and vows of retribution by the Kremlin. The town of Starobilsk is in Russian-occupied eastern Ukraine: in the Luhansk region which Moscow claims to have annexed. Russian officials accuse Ukraine of a carrying out a drone attack on the college dormitory.

Sydney Thomas dominates the red carpet in Cannes as her star continues to rise, new MLB power couple & MEAT! Viral staff photo reveals just how bloated Stephen Colbert's'Late Show' operation really was Four of the most controversial television finales in honor of'The Boys' despised ending Sophie Cuningham has heads spinning with her pregame outfit, Colbert's final jab & lessons from Kyle Busch Adrenaline-packed preview released for upcoming D-Day film'Pressure,' features loaded cast Kacey Musgraves responds to'fat activist' furious because she can't fit into her new Walmart clothing line Selena Gomez is reportedly bringing her talents to award-winning director's new four-hour X-rated movie Minka Kelly uncorks a heater at 45, ABS backfires spectacularly and LSU parents vs a security guard! Robot's lifeless corpse hauled off stage after fall during disastrous Michael Jackson impression Bear cubs spar on woman's front porch in adorable viral nature video, reactions pour in President Trump says deal with Iran is'largely negotiated' Democrats' 2024 election autopsy avoids key issues, panelists say Kiron Skinner warns NATO alliance undergoing'major restructuring' amid global conflicts OutKick-Culture Man finds poop on his roof, and if that wasn't bad enough, it led to a mountain lion encounter The man said he'took off running' after the big cat appeared ready to pounce near his guest house pool area Jorts are the newest fashion trend... It's never a good day when you find poop on your roof . No one is going to go, Hey, there's some dookie on my roof, I think I'll go buy some lottery tickets because clearly, everything is going my way. Bill Dabney of Pasadena was one of the unlucky few who had roof turds on his guest house that led directly to a big cat encounter.

Pete Hegseth delivered a West Point commencement speech centered on God, duty, and sacrifice, while criticizing DEI programs that displaced military readiness and standards.

Yarbo robot mowers reportedly contain serious security flaws that could expose owners to remote access, live camera viewing and Wi-Fi credential theft, a new report says.

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Environment Animals Wildlife New box jellyfish name warns of'death from behind' More information Adding us as a Preferred Source in Google by using this link indicates that you would like to see more of our content in Google News results. The jellyfish looks nearly identical to a relative species. Breakthroughs, discoveries, and DIY tips sent six days a week. A recently discovered box jellyfish species living in near Singapore looks nearly identical to jellyfish previously discovered by the same scientist. But regardless of whether or not you can tell and apart, you'll want to steer clear of both of them.

Sydney Thomas dominates the red carpet in Cannes as her star continues to rise, new MLB power couple & MEAT! Viral staff photo reveals just how bloated Stephen Colbert's'Late Show' operation really was Four of the most controversial television finales in honor of'The Boys' despised ending Sophie Cuningham has heads spinning with her pregame outfit, Colbert's final jab & lessons from Kyle Busch Adrenaline-packed preview released for upcoming D-Day film'Pressure,' features loaded cast Kacey Musgraves responds to'fat activist' furious because she can't fit into her new Walmart clothing line Selena Gomez is reportedly bringing her talents to award-winning director's new four-hour X-rated movie Minka Kelly uncorks a heater at 45, ABS backfires spectacularly and LSU parents vs a security guard! Robot's lifeless corpse hauled off stage after fall during disastrous Michael Jackson impression Bear cubs spar on woman's front porch in adorable viral nature video, reactions pour in Trump weighs new Iran strikes as officials call US demands'unreasonable' Texas Democratic candidate says Zionists are a'danger to humanity' 'Gutfeld!': DNC finally releases 2024 election autopsy We must make sure Russia and China can't prop Iran up, Sen Marsha Blackburn says We're focused on getting UFO whistleblower protections, Rep Anna Paulina Luna says In this episode, human biologist Gary Brecka and best-selling author Michael Easter (The Comfort Crisis) join Sean Hannity to reveal the science-backed secrets to adding 20+ years to your life. From the mortality data used by insurance companies to the simple habits of the world's longest-living people, this conversation is your blueprint for total health transformation.