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AI in practice
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Google is introducing a cloud-based system called Private AI Compute designed to protect user data during AI processing. Jay Yagnik, Google's Vice President of AI Innovation, said the technology runs tasks inside an isolated environment that no one - not even Google - can access.

The system uses Google's own TPUs along with Titanium Intelligence Enclaves for encrypted data handling, building on the company’s existing privacy and security framework.

Early applications appear on Pixel devices, including Magic Cue and the Recorder app, which now supports more languages. The goal is to let Gemini models deliver their full performance without exposing personal data. Google has also published a technical brief outlining the system's architecture and privacy safeguards.

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AI and society
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Barclays estimates that data centers for AI giants like OpenAI, Meta, and Amazon could need as much as 46 gigawatts of electricity. That's about the same amount of power used by 44 million US households, or roughly a third of all homes in the country. Building out these projects could cost $2.5 trillion.

This massive expansion is already putting pressure on the power grid. Nvidia, Microsoft, and OpenAI are warning about possible grid instability caused by rapid swings in electricity demand. Some plans call for energy sources like solar plants and gas storage to be integrated directly into the data centers. OpenAI has even asked the US government to add 100 gigawatts of new power generation each year. It's still unclear how many of these projects will actually get built. According to Barclays, it's hard to draw the line between projects that are real and those that are still just speculation.

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Coca-Cola is using generative AI for its “Holidays Are Coming” Christmas ads again this year. After facing backlash for last year's AI-driven campaign, Coca-Cola once again partnered with Silverside AI and Secret Level studios to create videos with fewer noticeable AI-related errors.

According to Chief Marketing Officer Manolo Arroyo, production and editing ran significantly faster and cheaper than with traditional shoots - about a month instead of a full year. The AI generated over 70,000 video clips, which artists then refined and polished. Coca-Cola says it plans to expand its use of AI in future projects.

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Google introduces Pomelli, an AI tool that builds full social media campaigns for small and midsize businesses. It scans a company’s website to create a brand profile that includes tone, colors, images, and fonts, then suggests campaign ideas based on that profile. The generated content can be edited directly in the interface and downloaded for use. According to Google, the goal is to reduce the time and cost of producing marketing materials.

Pomelli is launching as a public beta in the United States, Canada, Australia, and New Zealand. Users in these regions can try it through Google Labs.

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AI and society

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AI and society
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