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New Delhi [India], : The central government's capital expenditure is expected to surge by an impressive 25 per cent year-on-year in the second half of the financial year 2025, according to a report by Jefferies The report also noted that the overall expenditure of the government is also expected to surge by 15 per cent. It highlights that despite an increase in populist schemes in the run-up to elections, the central government remains committed to investing in infrastructure development over welfare-driven measures. The report underlined that while populist policies have gained traction, especially in state elections, the central government's spending priorities show a balanced approach. It said "Jefferies' India office expects total central government expenditure to rise by around 15% YoY in 2HFY25 ending 31 March 2025 with capex rising by over 25 per cent YoY.. Still the rise of such populist policies should be seen in the context of a central government which is still spending more on capex than welfare". The report noted that the growing success of handout schemes in state elections, such as Maharashtra's welfare programme costing ₹ 460 billion annually , does raise concerns about a potential wave of populism. The report analysis showed that 14 out of 28 Indian states already have similar schemes, covering approximately 120 million households and costing a combined 0.7-0.8 per cent of India's GDP. However, the central government's focus remains on creating long-term economic assets through infrastructure development, which is vital for sustained growth. In the financial markets, the report suggested a reasonable chance that the Indian stock market is stabilizing after a recent correction, particularly in the mid-cap segment. It said "Meanwhile, there is a reasonable possibility that the Indian stock market is bottoming out after a correction which has been primarily in the more expensive mid-cap stocks" While foreign investors sold more than USD 12.5 billion worth of Indian equities in the last two months, a significant amount by historical standards domestic investors have absorbed the outflows. Notably, October saw record inflows into equity mutual funds, even as the stock market was undergoing a correction. The report emphasized that the strong domestic inflows are a reassuring factor for India's markets. The combined effects of government capex spending and robust local investment suggest a stable outlook, even amid concerns over rising populist measures at the state level. This article was generated from an automated news agency feed without modifications to text.

Nurse practitioner joins Franciscan Network in Munster Internal and Pediatric Medicine Nurse Practitioner Arshia Mohiuddin is now part of the Franciscan Physician Network and is accepting new patients in Munster, according to a release. Mohiuddin earned her Master of Science degree from Purdue University Northwest in Hammond. In addition to internal medicine and pediatrics, the release said, her clinical interests include diabetes management, annual checkups and screenings, general health maintenance with education, balanced diet, nutritional counseling and weight management and chronic disease management with a focus on high blood pressure, diabetes and cardiovascular disease. Mohiuddin is accepting new patients at Franciscan Physician Network Munster Medical Center, 761 45th Ave. Call 219-924-2500. Former GOP candidate named to state post Governor-elect Mike Braun, one of Indiana’s two Republican senators, has announced his intent to appoint Jennifer-Ruth Green as Indiana’s Secretary of Public Safety, according to a release. Green, a graduate of the U.S. Air Force Academy, combat veteran and current Deputy Commander of the 11th Operations Group at Joint Base Anacostia-Bolling, brings military and cyber security experience to the role, the release said. She holds a master’s degree in aeronautics from Liberty University, the release said. In 2022, she was defeated by U.S. Rep. Frank Mrvan, D-Highland, in a bid to become the first GOP member of Congress from the 1st District since the early 1930s. CLH expands accounting team CLH, CPAs & Consultants has announced that Kayla Gentry has joined the firm as a staff accountant, according to a release. Gentry will draw from her prior experience to execute her responsibilities in preparing tax returns, conducting bookkeeping and providing general accounting support for clients, the release said. She earned a Bachelor of Science in Accounting from Purdue Northwest in 2022 and her Master of Business Administration from the same university in 2024. She is currently pursuing her certified public accountant (CPA) credential, the release said. Travail With Us expands services Travail With Us has expanded services to include adult day services, which offers seniors and adults structured, supervised activities, according to a release. Located at 5437 Broadway in Merrillville, the Travail With Us team has implemented programming while supporting caregivers and offering a reliable solution for those seeking respite or assistance for a loved one while they are at work or handling other obligations, the release said. New activities have included interactive exercising games, movie screenings, guest presenters and Bible study, the release said. The program runs from 8 a.m. to 5 p.m. Monday-Friday. Call 219-777-0279. PNW College of Technology nationally recognized Purdue University Northwest’s College of Technology earned a 2024 Academia Circle of Excellence Award from the International Council of Electronic Commerce Consults (EC-Council), according to a release. PNW’s College of Technology has partnered with the EC-Council since 2019 by incorporating two of the council’s accredited certifications, Certified Ethical Hacker and Computer Hacking Forensic Investigator, into program curricula, the release said. The certifications qualify students and professionals to understand proactive network protection and digital forensics analysis techniques. The award recognizes an institutional partner that showcases the highest levels of cybersecurity education, training and leadership as evidenced by alumni success and engagement and continuous program development. Spine surgeon joins Franciscan in Chesterton, Michigan City Dr. Wajeeh Bakhsh recently joined the Franciscan Physician Network and is accepting new patients in Chesterton and Michigan City, according to a release. Bakhsh attended medical school at Washington University School of Medicine in St. Louis and completed his residency at the University of Rochester Medical Center in Rochester, New York. He completed his fellowship training in complex orthopedic spine surgery at Northwestern University McGaw Medical Center in Chicago. He is accepting both virtual and in-person patient visits at Franciscan Physician Network’s Coolspring Health Center, 1225 E. Coolspring Ave., Suite 200 in Michigan City and Franciscan Emergency Center Chesterton, 770 Indian Boundary Road in Chesterton. Call 219-861-8161. Lake Community Foundation makes fall cycle awards Lake County Community Foundation awarded more than $239,400 to 23 organizations during the fall grant cycle, according to a release. The awards, which are distributed through the Foundation’s Transform Lake County fall grant cycle, are intended to strengthen and empower nonprofits, neighborhoods, and residents in Lake County, the release said. Organizations receiving awards include: Coates Inc., Community Help Network Inc., Crisis Center, Dunes Dog Training Club Inc., Fair Haven Rape Crisis Center, Food Bank of Northwest Indiana Inc., For the Love of the Arts Inc., HealthVisions, Hearts in Motion, Indiana Legal Services Inc., Indiana State Literacy Association, MAKS Corp., Meals on Wheels of NWI, Miller Beach Arts & Creative District, Opportunity Enterprises Inc., Paladin Inc., Planned Parenthood Great Northwest, Hawaiʻi, Alaska, Indiana, Kentucky, Save the Dunes, The Caring Place Inc., Top 20 Inc., Tradewinds Services Inc., Urban League of Northwest Indiana and White’s Residential and Family Services Inc.FOXBOROUGH, Mass. (AP) — The New England Patriots are focused on the future following their 25-24 loss to the Indianapolis Colts . The Patriots (3-10) were officially eliminated from playoff contention with the loss Sunday, meaning that this week’s bye in many ways will begin the process of the coaching staff and front office evaluating the roster for 2025. The good news is that this group has shown plenty of grit this season, playing seven games that were decided by one score. The bad news is that the Patriots are just 2-5 in those games. Though New England’s bye comes late in the season, coach Jerod Mayo said the timing is perfect for a team that is feeling the effects of its shortcomings . “A much-needed bye week, not only physically for the players but also mentally, just being able to hit the reset button and come back, put some good games together and continue to build for the future,” Mayo said. “That has to be our goal.” Tight end Austin Hooper said the seed that needs to be planted over the final four games is finding a way to limit the mistakes — namely penalties and trouble finishing drives — that have hampered the offense throughout the season. “We’ve got to execute at a higher level. We can’t beat a team before you stop hurting yourself,” Hooper said. “It’s not for lack of effort, just things that happen out there that get you scars in this league.” This was the most balanced performance by the offense this season, with 222 passing yards and a season-high 200 yards rushing. It shows progress under new coordinator Alex Van Pelt, which is something to build on over the final four games. Red zone efficiency. It continues to be the most glaring deficiency for the Patriots’ offense. They were 2 of 6 on Sunday and rank 30th in the NFL, scoring a touchdown only 44.7% (17 of 38) of the time inside the 20-yard line. TE Hunter Henry. He finished with seven catches for 75 yards, which is his seventh game this season with five or more receptions. He leads the team this season with 58 catches for 610 yards and continues to be a dependable option for quarterback Drake May as he navigates his rookie season. K Joey Slye. He made 3 of his 5 field-goal attempts, including a 54-yarder in the second quarter. Most of the conversation following the game was about his NFL record-long 68-yard attempt that came up short as time expired. But because of the 1-point loss, he was lamenting the 25-yard attempt he missed wide left just before halftime. “I take full responsibility for this,” Slye said. “Every point for this team matters with how we play complementary football with offense, defense and special teams. So, whenever I am out there, I have got to score points.” Henry left the game in the first quarter after a helmet-to-helmet hit. He was able to return in the second quarter and finished the game. 7 — Number of penalties called on the Patriots, costing them 88 yards. Five penalties (four accepted) were called on the offensive line. That included one for holding on Mike Onwenu that nullified a touchdown run by Rhamondre Stevenson in the first quarter and forced New England to settle for a field goal. The Patriots have a bye this week. They visit the Arizona Cardinals on Dec. 15. AP NFL coverage: https://apnews.com/hub/NFL

Algert Global LLC lowered its stake in shares of Omnicell, Inc. ( NASDAQ:OMCL – Free Report ) by 68.3% in the 3rd quarter, HoldingsChannel reports. The institutional investor owned 16,472 shares of the company’s stock after selling 35,470 shares during the quarter. Algert Global LLC’s holdings in Omnicell were worth $718,000 as of its most recent SEC filing. Other institutional investors and hedge funds have also bought and sold shares of the company. Nisa Investment Advisors LLC grew its stake in shares of Omnicell by 248.8% in the 2nd quarter. Nisa Investment Advisors LLC now owns 1,402 shares of the company’s stock worth $38,000 after acquiring an additional 1,000 shares in the last quarter. GAMMA Investing LLC boosted its holdings in Omnicell by 78.4% during the third quarter. GAMMA Investing LLC now owns 1,258 shares of the company’s stock worth $55,000 after purchasing an additional 553 shares during the last quarter. CWM LLC grew its position in Omnicell by 68.2% in the 2nd quarter. CWM LLC now owns 3,048 shares of the company’s stock worth $83,000 after purchasing an additional 1,236 shares in the last quarter. 1620 Investment Advisors Inc. increased its stake in Omnicell by 230.1% in the 3rd quarter. 1620 Investment Advisors Inc. now owns 2,212 shares of the company’s stock valued at $96,000 after buying an additional 1,542 shares during the last quarter. Finally, Headlands Technologies LLC bought a new position in shares of Omnicell during the 2nd quarter worth approximately $104,000. 97.70% of the stock is owned by hedge funds and other institutional investors. Analyst Upgrades and Downgrades A number of analysts recently commented on the company. Bank of America reaffirmed a “neutral” rating and set a $57.00 price target (up from $44.00) on shares of Omnicell in a research report on Thursday, October 31st. Benchmark reaffirmed a “buy” rating and set a $48.00 target price on shares of Omnicell in a research report on Wednesday, October 9th. Craig Hallum boosted their price target on shares of Omnicell from $45.00 to $64.00 and gave the stock a “buy” rating in a report on Thursday, October 31st. Barclays raised their price objective on shares of Omnicell from $39.00 to $58.00 and gave the stock an “equal weight” rating in a report on Thursday, October 31st. Finally, StockNews.com cut shares of Omnicell from a “buy” rating to a “hold” rating in a research note on Wednesday. Five investment analysts have rated the stock with a hold rating and two have given a buy rating to the stock. According to data from MarketBeat.com, the stock currently has a consensus rating of “Hold” and a consensus price target of $52.00. Omnicell Stock Down 3.9 % NASDAQ OMCL opened at $46.59 on Friday. The company has a market cap of $2.16 billion, a PE ratio of -119.46, a price-to-earnings-growth ratio of 36.82 and a beta of 0.81. Omnicell, Inc. has a 52 week low of $25.12 and a 52 week high of $55.74. The firm’s 50-day simple moving average is $44.55 and its two-hundred day simple moving average is $37.94. Omnicell Profile ( Free Report ) Omnicell, Inc, together with its subsidiaries, provides medication management solutions and adherence tools for healthcare systems and pharmacies the United States and internationally. The company offers point of care automation solutions to improve clinician workflows in patient care areas of the healthcare system; XT Series automated dispensing systems for medications and supplies used in nursing units and other clinical areas of the hospital, as well as specialized automated dispensing systems for operating room; and robotic dispensing systems for handling the stocking and retrieval of boxed medications. See Also Want to see what other hedge funds are holding OMCL? Visit HoldingsChannel.com to get the latest 13F filings and insider trades for Omnicell, Inc. ( NASDAQ:OMCL – Free Report ). Receive News & Ratings for Omnicell Daily - Enter your email address below to receive a concise daily summary of the latest news and analysts' ratings for Omnicell and related companies with MarketBeat.com's FREE daily email newsletter .It's not unusual for the words of influencers to gain popularity. But the influential philosopher Henry David Thoreau was born more than 200 years ago -- and now a term he's credited with introducing, "brain rot," is the Oxford University Press's word or phrase of 2024. Brain rot was selected by thousands of online voters. But that doesn't necessarily mean they're well-versed in Thoreau's work, particularly his 1854 book Walden, or Life in the Woods , where he wrote about "brain-rot." It was the first recorded use of the term, according to Oxford University Press. Today, brain rot reflects a worry that consuming the internet's endless waves of memes and video clips, especially on social media, might numb one's noggin. In Walden , Thoreau used the term as he railed against oversimplification. He asked , "Why level downward to our dullest perception always, and praise that as common sense?" Thoreau ended that paragraph with another question: "While England endeavors to cure the potato-rot, will not any endeavor to cure the brain-rot, which prevails so much more widely and fatally?" So, is the new rot the same as the old rot? Oxford's language experts say brain rot gained traction on platforms such as TikTok this year, thanks to Gen Z and Gen Alpha. Frequency of the term's use grew by 230% from 2023 to 2024, according to the publisher's monitoring tools. At first glance, the connection to Thoreau may seem odd, but consider this: when Thoreau relocated to his cabin near Walden Pond to get back to basics in 1845, he was 27 years old -- the same age as the oldest Gen Z members. To better get a sense of how Thoreau saw brain rot in the 1800s, NPR contacted Cristin Ellis, an authority on Thoreau who teaches literature at the University of Mississippi. "For Thoreau, 'brain-rot describes what happens to our minds and spirits when we suppress our innate instincts for curiosity and wonder," Ellis says, "and instead resign ourselves to the unreflective habits we observe all around us -- habits of fitting in, getting by, chasing profits, chatting about the latest news." In today's usage, brain rot is seen as a bad thing, sort of a cautionary term for what might happen to us if we get too distracted. "I think the definitions are related but Thoreau's sense of brain rot is way more extreme," Ellis says. "It's not just TikTok dance crazes but virtually our entire 24/7 media culture -- including the "serious" news of newspapers -- that Thoreau would accuse of trivializing our minds," she adds. "Thoreau really values direct experience over our habits of consuming other peoples' ideas at second hand," Ellis says. "He wants us to go outside to feel and think something for ourselves; he wants us to get to know the places where we actually live." Popularity hints at online anxieties Words of the year often mark shifts in thought and concerns about where society is heading -- see "climate emergency" from 2019 and "vax" from 2021. Compared to Oxford's recent words of the year, brain rot suggests a reflective mood, after the more indulgent vibes of " goblin mode " in 2022 and " rizz " in 2023. Casper Grathwohl, president of Oxford Languages, said in a news release sent to NPR that he finds it fascinating that "brain rot" is being embraced by younger people. "It feels like a rightful next chapter in the cultural conversation about humanity and technology," he said. "There's an anxiety coming through about striking the right balance between the online world and losing touch with the real world," Oxford Languages product director Katherine Martin said. "I think it's great that young people also use this term to refer to the type of language used by people who overindulge in online content, which is wonderfully recursive and self-referential." "Brain rot" beat out five other contenders: demure; dynamic pricing; romantasy; slop; and lore. Demure became a sensation -- and is Dictionary.com's word of 2024 -- largely thanks to online content creator Jools Lebron's catchphrase, "very demure, very mindful." Back to Thoreau -- how might he have seen our culture? "I think he might actually see us as in a more or less similar predicament as the society he lived in," Ellis says. "He had no time for the complaint that societies in the past were somehow better, nobler, smarter than the present day." Shortly after Thoreau raises the specter of "brain rot" in Walden , he warns readers against being distracted by questions about the deterioration of society's collective intellect. He also returns to a central theme: people should aim for their own personal achievements. "His point here is that whether or not things are worse now than they were (and in general he's skeptical of that kind of nostalgia), our task at all times is the same: to try our hardest to commit ourselves to the things that matter most in our brief and miraculous lives," Ellis says. "Devote your attention to what you know, in your heart of heart, really matters: meaning, beauty, love, wonder, and gratitude for this earth." Copyright 2024 NPR

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'We are on it': US official seeks to allay drone sighting concerns

ANKARA Turkish Parliament Speaker Numan Kurtulmus addressed ongoing developments in Syria on Monday, highlighting the struggles of the Syrian people under the Baath regime and their fight for freedom. "Türkiye, as a neighbor, will evaluate the developments in Syria carefully, without being swayed by any sentiments, and from the perspective of our national interests," said Kurtulmus during discussions held at Türkiye’s Grand National Assembly in the capital Ankara. "We will strive to fulfill our responsibilities to help build a free and democratic Syria, leaving behind all past suffering," he added. Kurtulmus also emphasized the importance of Syria's territorial integrity, calling it one of Türkiye’s key priorities. He outlined the need for cooperation, unity and integration in the region rather than fragmentation or division. "Syria’s sovereignty and territorial integrity are of critical importance for both the Syrian people and Türkiye’s national interests," he stated. He also reaffirmed Türkiye’s commitment to supporting a Syria free from terrorism. "Türkiye, as a mature and truly democratic country in the region, will fulfill its responsibility to guide the Syrian people toward democracy. "Another priority is to establish a Syria entirely free from terrorist organizations which have destabilized the region through external support for many years," he added. Kurtulmus also stressed that future peace in Syria depended on maintaining unity and stability. He also noted that an essential priority for Türkiye was the "honorable and safe return of the refugees who have been hosted in our country for many years." "Türkiye will cooperate with the new Syrian government to ensure the safe and dignified return of refugees in Türkiye, Lebanon and Jordan," he emphasized. Türkiye’s expectation, according to Kurtulmus, is to see a Syria that no longer suffers and is united under a democratic system. "We wish the new era in Syria brings peace and prosperity to the Syrian people," he said. Vice President Cevdet Yilmaz also spoke during the discussions. "The establishment of trust, along with the improvement of the economic and political environment, will enable our Syrian brothers and sisters to return safely, honorably and voluntarily to their homeland,” he said. *Writing by Gizem Nisa Cebi in IstanbulWhich Decentralized E-Commerce Platform Should You Choose: Web3Bay (3BAY) or Cortux (CRX)?

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The ChatGPT parent is reportedly weighing the possibility of introducing ads into its suite of AI products. Would such a change buoy the business as it transforms into a for-profit organization? OpenAI is reportedly considering debuting ads into its AI products, like ChatGPT / Matheus Bertelli OpenAI is weighing the possibility of integrating ads into ChatGPT and its other large language models, the Financial Times reports. It’s a possibility that experts say could help drive revenue and aid the company’s shift to a for-profit model – but, if deployed poorly, could damage user trust. The company’s chief financial officer Sarah Friar on Monday told the Financial Times that OpenAI is assessing the potential for an ads-based model and said that the company would be “thoughtful about when and where we implement [ads]”. Friar, who previously held posts at Salesforce and Square, noted that both she and the company’s chief product officer Kevin Weil, an ex-Instagram exec, bring significant advertising expertise to the table. The news comes at a critical juncture for the Microsoft-backed company, which in October secured $6.6bn in funding from Microsoft, Nvidia, Thrive Capital, Fidelity, Softbank and others. Now valued around $157bn, OpenAI is in the midst of a drastic transformation, considering becoming a public benefit corporation that would no longer be under the leadership of a nonprofit board. And as OpenAI pursues a profit-focused model, it’s facing the challenge of revenue generation. While the company’s monthly revenue reached $300m in August – a lift of 1700% since the start of 2023, according to the New York Times – it’s still burning through cash, projecting a loss of $5bn this year to operating costs and other expenses. More advanced models, like the premier version of ChatGPT – GPT-4o, released in May – require increased compute power, incurring ever higher costs for the company. Selling ads within ChatGPT and other OpenAI programs like DALL-E and the OpenAI o1 models could help advance the company’s goal of becoming profitable. “It’s long been known that OpenAI is burning cash at a crazy rate in order to keep up their operations,” says Christopher Penn, co-founder and chief data scientist at TrustInsights.ai, an analytics and AI firm for marketers. “When you think about it, ChatGPT as a tool is absurdly [low] priced for what it delivers. As they’ve debuted new models, like the [flagship] o1 model, it’s clear from the cost of tokens in that model that it is a crazy expensive model for them to run. The hardware requirements and the processing power point towards that model being the future of the company, but at a substantially increased price. Advertising allows someone else to pay the bill other than the users.” OpenAI wouldn’t be the first generative AI leader to pursue an ads-based model. Microsoft’s AI chatbot Copilot (previously called Bing Chat) and AI search engine Perplexity , for instance, have both introduced ads that appear in generated responses to user queries. Meanwhile, Google announced in October that it is debuting ads in its AI Overviews, which provide AI-generated summaries at the top of search results. While OpenAI is exploring the possibility, Friar caveated in a statement shared with The Drum that the company has no “active plans to pursue advertising.” A boon to business? Experts believe that the addition of ad products could be advantageous to OpenAI as it battles rising operational costs. “It’s hardly surprising that OpenAI would go down the advertising route. Since they announced their for-profit overturn, there’s no question that introducing ads into their products is one of the most straightforward ways to monetize any free software-as-a-service product,” says Eli Goodman, CEO and co-founder at Datos, a Semrush-owned clickstream data provider. He points to Meta-owned Facebook and Instagram as prime examples of the success of ad-based models. Both platforms introduced ads a few years after their respective launches, when they had already developed dedicated user bases. Since OpenAI, too, has a highly engaged user base – now tallying around 200 million active weekly users and more than a million paid business users – the company isn’t likely to repel users with the addition of ads, Goodman suggests. Others agree with the assessment that ads will prove a promising route for the developer. Dustin Engel, the CEO and founder of marketing consultancy Elegant Disruption, for example, says it would be “hard to imagine a scenario where ads aren’t a critical part of OpenAI’s business model,” especially considering that it needs to compete with other platforms that have already embraced ad-based models. Advertisement Engel and others argue that OpenAI’s access to vast swaths of user intent data could potentially offer more precise targeting for advertisers, and more relevant recommendations for users. If a language model like ChatGPT can effectively identify where a user is at in their customer journey – and their level of intent – it will likely be able to surface ads at an opportune moment. But the success of this approach, some experts warn, hinges on the platform’s willingness to establish responsible, privacy-conscious policies for data sharing. OpenAI could follow the lead of Perplexity, for instance, which includes ads in responses to user searches, but promises to never share users’ personal information with advertisers. Will transparency butt heads with user experience? Despite the promise of an ad-supported model, a number of hurdles remain. For one, OpenAI will need to be mindful to disclose advertisements explicitly – and not disguise them as organic responses to prompts. “Consumers generally don’t have a problem with ads as long as the ads are not deceptive and they’re clearly marked,” says TrustInsights.ai’s Penn. “If OpenAI, in the ChatGPT interface, has a response and then there’s a big, bright yellow ‘here’s an ad’ block that clearly denotes where the generated answer and the advertising-placed answer are, that would be [good]. If, on the other hand, the user can’t tell the difference between a purely generated answer and an advertising-placed answer, that would substantially impact trust because you don’t know whether the answer is actually correct or was paid to be correct. In today’s media environment, where trust is at all-time lows for everything, that could be substantially harmful to their business.” Advertisement But other experts argue that ads shouldn’t be highly disruptive – a position that might come into conflict with calls for clear disclosure. Users don’t want to be thrown off by blaring ads that detract from their experience – on the contrary, ads embedded in generated responses should be additive, argues Craig Elimeliah, chief creative officer at Code and Theory, a digital-focused creative agency. “If OpenAI does include ads, it is important that they don’t feel like ads,” he says. “They have to improve the experience, not [just] ‘dis-interrupt’ it.” Elimeliah goes so far as to argue that OpenAI should “consider rethinking ads altogether, blending them into what utility users have come to expect.” He urges OpenAI to ditch traditional ad banners, and instead embrace “tools or experiences that serve the user.” An example he offers are “curated recommendations that feel anticipatory, personal, helpful and aligned with the prompt.” In his view, “the magic is in making ads feel like they belong, and are useful and smart.” It’s a view shared by Greg Swan, senior partner at marketing agency Finn Partners, who says: “The challenge – and the opportunity – is to ensure that these ads enhance the experience rather than detract from it. If AI ads can be contextually relevant, helpful or even entertaining, they could feel like a natural extension of the platform’s capabilities, much like search ads did for Google, Yahoo and others.” Like Penn, Swan emphasizes the importance of maintaining user trust through transparency – ensuring that users are never in the dark about whether they’re being served an ad. Of course, ensuring ads are clearly disclosed while maintaining a seamless user experience is a fine line to toe. And even if OpenAI is able to develop compelling ad products, winning over ad dollars may prove challenging. OpenAI won’t just have to supply audiences – it will also have to prove out its performance potential. “Most advertisers are used to paying for eyeballs, or tonnage,” says Penn. “OpenAI would have to convince advertisers that their product performs better not on a traffic perspective, but on a performance perspective – that their language model successfully identifies commercial intent and directs the user when the user is ready to make a purchase. If [OpenAI] can do that, they will [prove to be better for brands than] spending a huge amount on impression-based advertising, say, on Instagram.” The brand safety conundrum Another hurdle for OpenAI is ensuring brand safety. Platforms like ChatGPT can produce unpredictable and controversial content. Further, misinformation and ‘hallucination’ remain unsolved problems in generative AI. In October, Dow Jones and the New York Post filed a lawsuit against Perplexity, alleging that the platform generated fake bits of news reporting and incorrectly attributed the text to the publishers. This phenomenon presents serious concerns for many brands. “If an ad appears in an inappropriate or poorly contextualized AI output, it could backfire,” says Swan. “OpenAI will need robust brand safety mechanisms and clear content guidelines to mitigate this.” Catch up on the most important stories of the day, curated by our editorial team. Stay up to date with a curated digest of the most important marketing stories and expert insights from our global team. Learn how to pitch to our editors and get published on The Drum. The sophistication of OpenAI’s brand safety guardrails may depend on the level of integration between the model in question and the ad products. “If the language model can understand intent and make recommendations at the right time based on the conversation, [OpenAI] will do well. If it just is flinging ads on a primitive keyword basis, it’s going to do poorly, because that’s no better than what you can get in traditional search,” says Penn. Ultimately, however, the onus for managing brand safety will remain on the advertisers themselves. Max Kalehoff, chief growth officer at Realeyes, an ad testing firm that uses AI and computer vision to measure attention and engagement, advises that advertisers “closely monitor their presence and reputations, and develop strategies and tools to proactively manage them.” Of course, once advertisers are enticed, they’ll demand granular performance reporting to justify their spend. OpenAI will also need to grapple with the task of providing focused metrics and proof of return on ad spend to maintain brand investments. A new era of AI’s interplay with adland Should OpenAI choose to invest in a hybrid ad- and subscription-based model, it may establish a precedent in the industry. “The key will be execution,” says Elegant Disruption’s Engel. “If OpenAI missteps and alienates users, others may hesitate to follow suit. Conversely, a well-implemented ad strategy could set the standard and drive broader adoption. Competitors like Anthropic or MidJourney may feel pressure to adopt similar strategies to remain competitive.” Realeyes’ Kalehoff is more bullish. “I expect the trend to gain steam. Advertising has long been a large, resilient component of our world economy. The players who dominate control and benefit from advertising come and go, though the advertising economy itself has proven its sustainability over and over again for well over 100 years. AI companies need to make money somehow.” And as AI capabilities expand, so too do the possibilities – and the risks – for brands. For example, the novel proliferation of AI agents – who can make decisions and take actions on behalf of users, like, say, making salon appointments or booking dinner reservations – is unleashing new opportunities. For instance, says Penn, “If you’re on a recipe website and you want to have AI generate a recipe, there are opportunities within that workflow to use [both] AI agents and traditional code to introduce products. If you’re asking for a recipe for a Christmas ham and your language model understands that named entity and you have an advertiser – Honey Baked Ham or whoever – that could be injected in.” But the possibilities are greater still. As AI agents become increasingly common, brands may be able to market or advertise directly to agents rather than to real users. In response, the agent could organically recommend a product or service to its user. In Engel’s view, “that’s the holy grail – getting your product recommended by an AI that knows its user inside out.” Meanwhile, the generative AI boom is reshaping the media landscape at large by empowering users to create their own personalized content on demand, from stories to films, in mere seconds. It’s a shift that’s increasingly threatening traditional media’s relevance and challenging advertisers to adapt to a world where broad-reach strategies no longer apply. With users engaging privately with AI platforms to create their own content, ad opportunities tied to public media consumption are shrinking. In this paradigm, Penn predicts, the brands that come out on top will be those that build loyal, direct audiences and work to get their messages seamlessly embedded in personalized AI experiences. If one thing is clear, it’s that the tides are changing dramatically. “This shift will push the industry to rethink how advertising and AI coexist, balancing monetization with user trust and creative integrity,” says Engel. “For OpenAI and others, the opportunity is immense – but so are the stakes.” For more, sign up for The Drum’s daily newsletter here .

NoneMore than 75 Nobel Laureates urge Senate to turn down Robert Kennedy's Nomination