Month: December 2025

Big Tech is turning India into the new darling of its AI expansion

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Microsoft just announced an investment of $17.5 billion in India over the next four years, the technology giant’s largest in Asia. amazon has followed in his footsteps with 35,000 million dollars until 2030. Google already had announced 15,000 million for the same period. The big tech companies They are turning to the Asian subcontinent like never before, and it makes all the sense in the world. Why India has become irresistible. The Asian country brings together three characteristics that make it a strategic target for technology companies: a population of more than 1.4 billion inhabitants with growing access to the internet and smartphones, infrastructure costs significantly lower than in other Asian markets such as Japan or Singapore, and a government that actively promotes digital transformation. According to Ericsson dataan active smartphone in India consumes an average of 36 GB per month, 44% more than in North America and 71% more than the global average. Additionally, the country’s data center capacity has increased 2.5-fold since 2021, reaching 1.5 gigawatts. The perfect time for investments. The race for artificial intelligence has accelerated this trend. Microsoft plans to open its largest cloud region in India, located in Hyderabad, by mid-2026. The company will also expand its three existing data center regions in Chennai, Hyderabad and Pune. For its part, Google will build an AI hub in Visakhapatnam which will include data centres, power sources and fiber optic networks. These investments seek to stay ahead of the competition in a market where demand for cloud services and AI tools is growing rapidly among companies, startups, and government agencies. Beyond data centers. Investments are not limited to physical infrastructure. Microsoft has committed to train 20 million workers from this country in AI skills by 2030, doubling its initial goal. The company claims to have already trained 5.6 million people since January 2025. Amazon, for its part, claims to have digitized to more than 12 million small businesses and enabled $20 billion in cumulative e-commerce exports. Both companies are integrating their technologies into the Indian government’s digital public platforms, such as the e-Shram and National Career Service systems, which serve more than 310 million uncontracted workers. The battle for digital sovereignty. A key element of this strategy is the proposal of “sovereign” solutions. Microsoft has launched its Sovereign Public Cloud and Sovereign Private Cloud specifically for customers in India, allowing data and workloads to remain within the country’s borders. As the company announced, Microsoft 365 Copilot will process data within India by the end of 2025, making the country one of the first four global markets to receive this capability. “This investment signals India’s rise as a reliable technology partner for the world,” counted Ashwini Vaishnaw, Minister of Electronics and Information Technology. There are challenges. Despite investment enthusiasm, India presents significant obstacles. Irregular power supply, high energy costs and water shortages in several regions complicate the expansion of resource-intensive data centers. These factors could slow the deployment of AI infrastructure and raise operating expenses for cloud providers. However, New Delhi is deploying incentives for AI and semiconductor projects, it has relaxed some regulatory requirements and fosters alliances with telecommunications operators and local technology companies to continue adding value to the global AI race, from local territory. Capacity or mass consumerism. The interesting thing would be to know if India will obtain real technological capacity of its own in the face of so much investment or if it will simply consolidate itself as another consumer market for Big Tech. The government has approved semiconductor projects worth more than $18 billion under its India Semiconductor Mission, seeking to reduce dependence on imported chips. “India is becoming a hot spot for technology investments,” pointed out Dan Ives, analyst at Wedbush Securities. It remains to be seen what all this materializes into. Cover image | İsmail Enes Ayhan and Naveed Ahmed In Xataka | Steve Jobs hated obedient teams: he paid his managers to contradict him, not to obey him

review with features, price and specifications

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We knew Fairphone well for its smartphones, but little by little we are also getting to know it for its headphones. In 2023 they already launched the first generation of Fairbuds XLand now these supra-aural headphones have been renewed to win whole numbers in the sound section, which perhaps had been one step behind competitors in that price range. The arrive Fairbuds XL (2025). What does not change is that same differentiating element of everything this company does: repairability and modularity are incomparable and are once again the protagonists in headphones that promise to last us and accompany us for a long time. Especially because if something breaks, we can easily change it. Let’s listen to them closely. Fairbuds XL technical sheet (2025) Fairbuds XL (2025) diaphragm unit 40mm 20Hz – 20KHz 32 ohms Sensitivity: 99±2 dB at 1 KHZ Design and weight They can be folded 190 x 180 x 70mm 330 grams Connection Bluetooth 5.1 Use with USB-C cable noise cancellation Active Compatibility Any Bluetooth device CODECS SBC, AAC, aptX HD Microphones 6 (2 on the left, four on the right) Autonomy 26 hours with volume at 80% and ANC 30 hours at 80% volume without ANC Burden USB type C 50% charge in 15 minutes More than 500 charge cycles (they maintain 80% battery capacity after these cycles) replaceable battery extras IP54 certification Easy to repair Price 249 euros Fairphone Fairbuds XL (2025) The price could vary. We earn commission from these links The design changes… The new Fairphone Fairbuds XL are misleading with their name, and the same thing happened with their predecessors because these are not ‘buds’, which aim for an in-ear (intra-aural) format, but we are talking about some supraaural headphones which, yes, are not especially large when it comes to enveloping the ear. The headphones are available in green and black. You could almost say that they are compact supra-aural headphones, and their ability to fold is notable, which means that they can take up less space when moving them from one place to another if we do not want to wear them or wear them around our neck. What they are is dense, perhaps due to that somewhat more compact design: the 330 grams are noticeableespecially when my personal wireless headphones, the Sony WH-1000XM4they weigh 254 grams. The Fairbuds XL adapt perfectly to the user, although it is true that they seem to want to be a little closer to the ear, perhaps due to their weight or the elasticity of the materials that makes them press slightly compared to the Sony, although it is an almost imperceptible sensation: once you put them on, the grip is comfortable and we have not had any problems when we have worn them for several hours. This design is very similar to the original model, but here the headband is covered with a fabric with a unique mesh texturethe same as the pads. In both cases the new material replaces the vegan leather of the 2023 Fairbuds XL. The headphones do not have any indicator of which is the right or the left. The right earpiece is the one that has the three major elements necessary to interact with them. The first, the USB-C charging port, which also allows us to use them connected with a cable even if the headphones do not have enough battery, a welcome idea from Fairphone. The second, the button with which we activate the pairing, but which also serves to select the active noise cancellation mode (active, ambient sound, inactive). The third is the small directional joystick which allows us to turn the headphones on or off with a press of about three seconds. From there we can make short and somewhat longer presses to pause/play or take calls or hang up, and we can move up and down to increase or decrease the volume and right or left to go to the beginning of the song or move to the previous one (two touches to the left) or the next one (two touches to the right). The interaction is comfortable and fast, and it is certainly a valid alternative to the touch controls that many headphones in this price range typically offer. In certain cases the tactile interaction is faster and more accessible (a quick touch to pause is, for example, faster by touch than with the joystick), but in general the interaction is very correct. …the sound too At Fairphone they have improved the design and features of the 40mm drivers which are the heart of these Fairbuds XL, and which are largely responsible for the sound quality offered by these headphones. These new drivers have been retuned to offer a more balanced sound that is especially appreciated with warmer and more tempered music and sounds. In my tests with some of the songs that I listen to the most, I was able to verify that the quality is notable, although the user profile is clearly different from that offered, for example, by the Sony model. Thus, with ‘So Far Away’ by Dire Straits the sound is somewhat less dense and flatter than with the WH-1000XM4, and the same thing happened when listening to ‘Hasta el final’ by Coque Malla, ‘Carolina’ by M-Clan or ‘I Don’t Want a Lover’ by Texas: that initial guitar solo sounds more electric with the Sony headphones. The bass is really enveloping with the Fairbuds XL, and the volume margin is enormous: turning them up to the maximum in some songs shows the power of those drivers. These headphones make use of the Bluetooth 5.1 standard and although this means that they do not have support for some modern codecs, they do offer support for aptX HD if we use audio platforms capable of offering 24-bit wireless streaming. Although the standard is not the newest, we do have an important option: that of being able connect them to two different devices via Bluetooth simultaneously. Thus, I have used them connected to … Read more

That Chinese and Russian bombers patrol together is not surprising. That they do it against Japan and South Korea has had an immediate response

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The growing synchronicity between China and Russia in the airspace of Northeast Asia has ceased to be an anomaly and has become an increasingly calculated strategic pattern. The problem is that the last joint patrol between both nations once again demonstrated how the airspace has been transformed into an area of ​​maximum tension. Strategic pressure. The last patrol joint Sino-Russian has certified that the airspace around Japan and South Korea has been transformed into a zone of permanent friction. Russian Tu-95 and Chinese H-6 bombers, escorted by J-16, made a circuit that forced Tokyo and Seoul to deploy fighters as the formation traversed corridors where any mistake can escalate quickly. The flight, although it fits in annual exercises between both countries, occurred just after Chinese J-15 fighters launched from the Liaoning aircraft carrier They will activate their radars of fire against Japanese F-15s, an act considered equivalent to announcing an imminent attack. For Japanthese maneuvers are no longer simple demonstrations of force: they symbolize coordinated pressure in response to its increasingly declared involvement in the defense of Taiwan, a stance that China considers a direct provocation. “It is a serious concern for national security,” has settled the Japanese minister. South Korea and a pattern. In parallel, South Korea had to mobilize your aviation when seven Russian and two Chinese aircraft entered the KADIZ without warning, a practice recurring since 2019. Although the zone does not constitute sovereign space, its systematic violation allows Beijing and Moscow to measure reaction times, saturate surveillance and normalize incursions that, in other circumstances, would have been interpreted as signs of crisis. The aircraft remained about an hour before withdrawing, on a route that overlaps both the Chinese defense zone and disputed areas between Tokyo and Seoul. This routine erodes stability: forces South Korea to invest resources, exposes regulatory divergences (Russia does not even legally recognize the existence of KADIZ) and builds an environment where the exception becomes an operating habit. japanese fighter The Japanese doubt. The background of this escalation we have been counting and started with the comments from the Japanese prime minister, who stated that a Chinese attack on Taiwan would be an existential threat to Japan. The message, aligned with the doctrine of collective self-defense, meant for Beijing a crossing of red lines that unleashed diplomatic and economic reprisalsaccompanied by a notable increase of his military activity near Okinawa and especially Yonaguni, the closest Japanese point to Taiwan. So, Tokyo plans to deploy electronic warfare units and air defense systems, reinforcing an island whose location makes it both a shield and a priority objective. For Japan, this militarization is a necessary response. For China, it is an indicator that Tokyo is willing to integrate more actively in an eventual scenario of support for Taiwan. Wear tool. China-Russia joint patrols are no longer isolated exercises, but expressions of increasing coordination spanning from Alaska to the Sea of ​​Japan. They integrate bombers, fighters, early warning aircraft and synchronized maneuvers that show a willingness to project power and generate a constant cost to the region’s defensive systems. In addition to their military value, these missions have a clear political objective: underline that the airspace over Japan and South Korea is not a monopoly of their Western allies, but rather an environment in which Moscow and Beijing can operate freely and predictability. At a time when China responds With every Japanese gesture on Taiwan, this cooperation acts as a pressure amplifier and a reminder that Tokyo could be confronted with two powers at the same time. Fragile balance. The combination radar-locksflights in identification zones, maneuvers without warning and diplomatic tensions accumulated has created a climate where an unforeseen incident could escalate quickly. Japan reinforces its military presence, South Korea adjusts its protocols and China and Russia intensify their joint missions, raising the level of structural friction. As Taiwan establishes itself as a strategic epicenter, nearby air routes become permanent contact lines and every approach, every response, every silence on a radio frequency can be interpreted as a signal. In other words, a wrong calculation can transform an annual patrol in the trigger of a broader regional crisis. Image | CHINESE GOVERNMENT, US Air Force In Xataka | If the question is how far the tension between China and Japan has escalated, the answer is disturbing: they are targeting each other. In Xataka | China has just shown Japan a diplomatic dart that it had been keeping for decades: World War II

We have been fascinated, confused and intrigued by Roman “concrete” for three decades. Pompeii is going to solve it for us

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Almost 2,000 years have passed since Mount Vesuvius unleashed a pyroclastic hell that devastated everything that was around it. That was what ended Pompeii, but it was also what gave it eternity. The Roman city began to be excavated in 1739 and, we believe, a third of the city is still underground. That’s why it still continues to surprise us. A work half done. That week in the summer of the year 79 AD, the first domes of the X insula of the IX regio was under construction. This is not surprising, of course. All of Pompeii had been under construction for almost two decades (since the earthquake of 62). However, the curious thing is that on the night of August 24, the workers were caught with everything bogged down. Plumb lines, chisels and weights; stacked tiles, tufa bricks; amphorae filled with lime, reused demolition materials and piles of pozzolans scattered on the ground. Everything has remained there, untouched, until a team from the MIT Department of Civil Engineering found and cataloged them. “The weapon of crime.” By reconstructing the scene and studying the processes, researchers concluded that these masons left incontrovertible evidence of how they mixed “hot” quicklime with volcanic ash to create concrete capable of repairing itself. In fact, as Miguel Ángel Criado collectsthings go further: the chemical and crystallographic analysis of the materials reveals quicklime (calcium oxide) in the structural concrete and slaked lime (calcium hydroxide) in the finishing mortars, thus confirming a double differentiated use. Have we finally found the key to Roman concrete? A recurring question. In 2023, I already said that “Every so often, the world rediscovers Roman concrete and is amazed by the durability of a material that allows Agrippa’s Pantheon to stand for 2,000 years.” “While modern concrete cracks after a few decades,” they usually add. By the way, “almost with the same regularity, there is some scientist or engineer who claims to have found the key secret to making this so.” But the truth, the true truth, is that despite its undoubted historiographical interest (and its potential for illuminate our knowledge of the masonry practices of 1st century Rome), the hype is always unjustified. The two mistakes of Roman concrete. When talking about Roman concrete, a lot of mistakes are usually made, but there are two recurring ones: the first is “the survivor’s bias.” As Manuel F. Herrador reminded usprofessor of Structural Concrete at the School of Civil Engineering of the Universidade da Coruña, the idea of ​​the extraordinary quality of Roman concrete comes from studying, precisely, the best structures they made, the ones that have been best preserved. Instead, most of what the Romans built has already completely disappeared and cannot be studied. The second error is even more basic and is based on ignoring that with Roman concrete we couldn’t do even a tenth of the things we do today with modern concrete. For example, today we can make long and relatively narrow “pieces” thanks to reinforced concrete. That was impossible with Roman construction techniques and is what makes our structures corrode faster. Who wouldn’t like a Roman concrete…? We already knew that Roman concrete is not a single miraculous material, but a family of recipes adapted to local environments and resources (ports, temples, roads, thermal baths). This finding only confirms it; but, in a calculated way, it is used to take advantage of the expectation that this material generates in the public imagination. And if it weren’t for making invisible the excellent work of contemporary researchers, it wouldn’t be a problem either. Because what is evident is that we do not make “Roman-style concrete” not because of ignorance; we don’t do it because we don’t want tobecause it does not serve the world we want to build. Image | Andy Holmes In Xataka | We have a problem with concrete: the same technology that allowed us to build the modern world threatens its future

Jensen Huang managed to convince Trump to sell his H200 chips in China. Now China doesn’t want to buy them

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When something gets into Jensen Huang’s head, he goes after it and often succeeds. This is what happened in July of this year when managed to convince Trump to let him sell his H20 chip in China. History has just repeated itself and has managed to the president lifts the veto on H200 chips (although keeping a part). The problem is China, which does not see it very clearly. what has happened. China is preparing restrictions aimed at limiting access to NVIDIA’s H200 chips, according to Financial Times. If these restrictions end up being implemented, it will mean that the chips will not be available to any company that wants to buy them; They will first go through a pre-approval process, which includes explaining why chips from domestic companies do not meet their needs. In addition, there is another fact that adds up: for the first time, China has put national chips from companies like Huawei and Cambricon in its official procurement list. This list is a kind of purchasing guide for public institutions and large state groups that move billions a year in contracts. Why is it important. It is further proof that the Chinese government’s priority is not to depend on American technology for the development of its AI. Their bet is to favor the use of national chips even though they are not technologically at the level of NVIDIA chips. It’s not the same. China has already responded with distrust when NVIDIA obtained permission to sell H20 chips months ago and it seems that now they want to follow the same path, but there is a big difference: the H20 chips were the most basic, the H200 GPUs are much more advanced and represent a greater technological advantage, especially in more demanding tasks such as training large language models. What Chinese companies say. According to South China Morning PostAI companies in China such as ByteDance, Alibaba or Tencent continue to prefer to use H200s because they are much more powerful than the national alternatives offered by Huawei or Cambricon. Additionally, much of these companies’ code is based on NVIDIA’s Hopper microarchitecture, allowing them to use the chips without having to rewrite the code. On the other hand, developers who do not need maximum performance are wary of using American chips given the instability of the situation. The energy. NVIDIA’s CEO has been around for a while pressing for the US to lift these restrictions. Their pitch is that if China does not have access to NVIDIA chips, then they will improve their domestic chips and win the AI ​​race, but there is more. He has also warned that China has a huge energy advantagelargely thanks to government subsidies. He has already managed to convince Trump to sell chips and now the most difficult thing remains. Image | Wikipedia In Xataka | China is very clear about what it must do to win the chip war against the US: resort to its technological geniuses

Your VPN costs less than a coffee right now

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Taking into account that each time there are more cyber attacks and data leaksThe truth is that the more security measures we take on the Internet, the better. There are many ways to protect ourselves when browsing or accessing any page, although few are as comfortable, easy to use and secure as a VPN. If you are looking for a quality one, You have the Surfshark one right now at a great price: costs 1.99 euros per month. Surfshark Starter Subscription – monthly The price could vary. We earn commission from these links A VPN that you can use at the same time on all the devices you want As we say, a VPN is one of those tools that never hurts to have installed on our computer. If we take a quick look on the Internet, it is not difficult to find options that are free. These work and can be a resource to use in a time of need, but betting on them in the long run is not ideal. The reason is twofold: They are not as safe as they say they are. And, furthermore, their service is usually slow and full of advertising. This is something we don’t have to worry about if we opt for a paid one, as is the case with Surfshark. With it, we will have a tool that will create a kind of tunnel for our Internet traffic, in such a way that No third party can access it or see what we are doing. This is also ideal if, for example, we are going to make a banking transaction. In addition to this, with a VPN we can also hide our IP address. This is also very useful to prevent it from being registered on any portal or so that someone can use it to impersonate our identity. Of course, If we are going to use a public WiFi networkthe ideal is to do it with a VPN, since we know nothing about its security. Let’s now talk about Surfshark’s offer. As we said above, your VPN is available right now from 1.99 euros per month if we opt for its Starter plan, the cheapest of those this company has. This includes, in addition to the VPN itself, another tool called Alternative ID which allows us to create a fictitious email to register on unsafe web pages. This price, available if we choose its two-year modality, allows us to get 24 months of the service for a total of 53.73 euros. Its price without discount is 417.15 euros, so it is a very good opportunity. Besides, It comes with three extra months if we hire right nowso in reality we will enjoy 27 months of the service. What if we look for extra security? So maybe we are interested in betting on your plan Surfshark Oneavailable for a little more: 2.29 euros per month. This, in addition to including everything that the Starter plan brings, has antivirus and even a system that notifies you in the event that there is a leak of your data on the Internet (in addition to more things). Surfshark One Subscription – monthly The price could vary. We earn commission from these links To finish, a little step above the previous one, we have Surfshark One+which brings everything from the previous plan added to a tool called Incogni, which allows you to eliminate personal information in databases. This plan is available for 4.19 euros per month if we choose its two-year modality. As with the other two plans, it also comes with three extra months right now. Some of the links in this article are affiliated and may provide a benefit to Xataka. In case of non-availability, offers may vary. Image | surfshark In Xataka | Why it is dangerous to connect to public Wi-Fi and what you should do to protect yourself In Xataka | Free VPN and security: what’s the problem, why you should be careful

he exchanged ballet for a fortune of 1.3 billion

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At just 29 years old, Brazilian Luana Lopes Lara has become the youngest self-made billionaire on the planet, with an estimated net worth of $1.3 billion. She is not the youngest millionaire, but she is the one who has achieved it on her own merits, and not as fruit of an inheritance. The rapid rise of her Kalshi betting platform has seen her co-founder surpass figures like Taylor Swift and the entrepreneur Lucy Guo in the ranking of the youngest millionaires in the world. Younger and younger millionaires. According to ForbesLuana Lopes Lara is the youngest self-made billionaire in the world with an estimated net worth of $1.3 billion. This fortune comes from his direct participation in the company he co-founded with Tarek Mansour, at a time when the valuation of the betting platform that rivals Polymarket has reached $11 billion. In this new map of great female fortunes, Luana has displaced Lucy Guo30-year-old co-founder of Scale AI, who had previously taken the title from Taylor Swift who surpassed the billion barrier at the age of 34 thanks to her tour The Eras Tour. Extreme discipline and turn towards technology. Luana Lopes Lara was born in the state of Santa Catarina, Brazil, into a family closely linked to science: her mother is a mathematics teacher and her father, an electrical engineer. Since she was little, she combined intensive study with classical dance, until she reached the prestigious Bolshoi Theater School in Brazil, where she combined academic studies with a strong discipline in dance. according to what he said People. After finishing high school, she worked for nine months as a professional dancer in Austria before “hanging up her shoes” and betting on her other great passion: computing. She moved to the United States to enroll at the Massachusetts Institute of Technology (MIT), where she was able to do internships at financial firms such as Bridgewater Associates and Citadel, experiences that brought her closer to the world of markets and quantitative risk management. At MIT he met his current partner Tarek Mansour, also a computer science student. Kalshi’s big bet. The idea for Kalshi began to take shape in 2018, when Luana and Tarek did a summer internship at the investor Five Rings Capital. There they began to give shape to their idea of ​​creating a platform that allows operating directly on the probability of certain real-world events occurring, from elections and macroeconomic phenomena to sports results or pop culture topics. Convinced that there was room for a regulated prediction market, they submitted their project to Y Combinator, Sam Altman’s accelerator, and were accepted in 2019. As and how do they count On its website, in November 2020, Kalshi obtained the license from the Futures Trading Commission of US Commodities (CFTC) to operate as a Designated Contract Market (DCM), which allowed its products to be classified as event contracts and separated from unregulated betting, unlike competitors like Polymarketsanctioned with 1.4 million dollars for operating without federal registration. That regulatory difference gave Kalshi a strategic advantage over its main rival. The figure of Luana: leadership, resilience and vision. Beyond the figures obtained by his startup, Lopes Lara’s story has become a story of personal resilience and young leadership in the technology and financial sector. His time in professional ballet, marked by extreme discipline and training that left no room for error. “We saw that most stock trading occurs when people have a vision of the future and then try to find a way to translate it into the markets,” the millionaire businesswoman told Forbes. transform that bet on future events in a million-dollar business has been what has turned Lopes Lara into one of the new stars of Silicon Valley. In Xataka | “I’ve worked every day for the last three years”: the price of becoming the youngest AI millionaire Image | Flickr (Ronald Woan), Kalshi

McDonald’s has not learned from Coca-Cola and has presented a Christmas advertisement made with AI. The reactions have been even worse

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Everything indicates that the negative reaction to use of AI in Coca-Cola Christmas ad It has set a precedent… but it has not discouraged large corporations. MacDonald’s has made its own greeting with synthetic images and the reaction has been so overwhelmingly negative that the company has decided to remove the spot from social networks. Once again, issues such as creativity, aesthetics, profitability over ethics and, above all, what majority reactions they are generating are put on the table. What has happened? McDonald’s Netherlands has withdrawn its Christmas campaign generated entirely with artificial intelligence after facing a avalanche of criticism on social networks (and after being forced to disconnect comments on their profiles). The advertisement, ironically titled “It’s the most terrible time of the year”, is a perversion of the classic Christmas carols, and showed disasters with a festive atmosphere: traffic jams in which Santa Claus is involved, rebellious fir trees, unpalatable family members… the whole pack of suffering of these dates, to remind us that at least we have McDonald’s left. The problem. As happened with Coca-Cola, the problem is twofold. Aesthetically, the result is spooky.: Disturbing physics, expressionless faces, slapstick humor taken to the extreme because of that strange elastic and surreal violence of the AI. But above all, it makes viewers and critics wonder about the ethical legitimacy of this type of operationswhich completely dispense with human capital to produce more and faster. We are facing the first steps of an experimentone that corporations will put into full gear as soon as public rejection eases. Who has done it. The burger brand had entrusted production to the Californian duo MAMA (Mark Potoka and Matt Starr Spice), together with the AI ​​division The Gardening.club of the studio The Sweetshop. In a post that has since been deleted, the directors defended their work: The announcement required “seven intense weeks” of work, investing in it “more hours than in traditional production. Their central argument: “AI didn’t do it. We did it.” The controversy with Coca-Cola. The McDonald’s disaster represents the year’s second major Christmas controversy involving AI-generated advertising. A month ago Coca-Cola ignited a similar debate by launching its remake of the iconic 1995 ‘Holidays Are Coming’ spot, this time produced using generative artificial intelligence and starring animals… after the poor reception that a spot with the same concept but starring people had in 2024. The Atlanta multinational hired three specialized studios (Secret Level, Silverside AI and Wild Card), but the reaction from the public and critics was devastating. A reflection on that rejection, in reference to the 2024 ad with non-existent humans: Tim Halloran, who worked for a decade in Coca-Cola’s brand management division, stated that the campaign constituted “a violation of the brand promise” of Coca-Cola since, “for years, the core of that brand has been the idea of ​​authenticity.” Toys R Us too. Ahead of Coca-Cola’s first spot, in June 2024, Toys R Us debuted “the first commercial ad created with Sora,” OpenAI’s text-to-video tool. The one-minute spot narrated the origins of the company through its founder Charles Lazarus, combining images of the boy who would end up creating the store with the mascot Geoffrey the Giraffe in completely synthetic sequences. The industry reaction was almost unanimouswith people like Joe Russo stating in X that the ad It was “shit”. The impact on brand perception was measured Marketing-Interactivedocumenting negative reactions from 53.4% ​​of the spot’s viewers. The problem of authenticity. Behind the rejection of these ads there is a deeper problem than mere poor technical execution. In December 2024, NielsenIQ published research that revealed how viewers cognitively processed AI-generated advertising, and the result was not very promising: consumers consistently rated these contents as “annoying,” “boring,” and “confusing,” even when the technical quality was high. Neeraj Arora, professor at the University of Wisconsin-Madison, explained why the rejection is particularly acute in the Christmas context, with special attention to the Coca-Cola spot: “The holidays are a time of connection, of community, of coming together with family, and that’s a big part of what the holidays are about. But when you introduce AI into the mix, it doesn’t fit: it doesn’t fit with the festive moment, but also, to a certain degree, it doesn’t fit with Coca-Cola and what the brand stands for.” Christmas, traditionally a space of emotional authenticity, collides head-on with the synthetic nature of AI. Controversial results. The cases of McDonald’s and Coca-Cola illustrate a contradictory reality: the speed of production and cost savings that AI promises do not necessarily compensate for the loss of emotional connection with audiences. The consumers are developing rapidly the ability to identify synthetic content, and their immediate reaction is rejection. In Xataka | The secret formula of Coca-Cola is in a safe in a town in Valencia. The same one who claims his authorship

the flu marks 15-year highs in Catalonia and the worst is still ahead

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Spain is experiencing a great flu epidemic right now, with a large number of infections expected to arrive to its maximum peak at Christmas itself. The problem is that at the moment the ascending phase does not stop increasing, causing the flu curve to have an insane growth, being able to affirm that we are facing a historic epidemic and that the truth reminds us a lot of the wave we experienced during covid. Although above all it has targeted some communities. A localized anomaly. As the Ministry of Health points out, this epidemic does not stop increasing in our country on a national scale, but above all it has hit the most populated communities in our entire geography. Today, flu cases are estimated in an incident of 170 cases per 100,000 inhabitants nationwide. But some autonomous communities are seeing a greater impact with historic rates, as is the case, for example, in Catalonia or Madrid. Something that strains health services and forces measures to be taken, such as need to wear a mask in certain locations. An unprecedented epidemic. This is the case of Catalonia, where the graphs already point to a flu epidemic that is the worst in the last 15 years, with a graph that can undoubtedly be scary due to how sharp its escalation is. In this way, this clashes between the local situation in the autonomous community and the national paradigm where the ceiling has not yet been reached. The data published by the Catalan epidemiological service confirms a statistical anomaly in the week of December 1 to 7, since they suggest that The barrier of 300 diagnoses has been broken for every 100,000 inhabitants in primary care, with a weekly increase of more than 100%. It is something so intense that some experts they point because until the end of the year very intense days are expected in Primary Care and ‘wild’ guards in the Emergency Room. But some of them already point out that “and“This flu curve is insane.” The same in Madrid. Another quite worrying situation where cases reach 275 per 100,000 inhabitants, making it much higher than what has been seen in previous seasons, which also marks an unprecedented fact and which already forces vaccination campaigns to be intensified. ‘Zoom out’ from Spain. If one looks up from the Catalan and Madrid map and looks at the consolidated data from the Ministry of Health and the ISCIII for all of Spainthe film changes genre. It is not a disaster movie, but a thriller that is picking up pace. At the national level, this epidemic has been characterized by a significant advance in the epidemic wave, since at the beginning of December there was already an infection rate of 70-80 cases per 100,000 inhabitants. But despite this fact, national surveillance reports continue to increase to an overall ‘low’ or ‘moderate’ intensity. The measures that have been taken. At the national level, the autonomous communities managed to reach an almost historic agreement: recommending the use of masks in health centers. But Catalonia, with a historic epidemic, has had to take other measures such as is wearing the mask mandatory (something that also Murcia has approved) in health centers. Although, it is ruled out in other areas such as public transport. Primary care. One of the most affected by this epidemic, which has numbers of such magnitude from counting the cases at the primary care level. This contrasts with the data used by national surveillance organizations, which weight hospitalizations, ICU admissions and deaths much more. Something that is not happening critically, waiting for the peak of the epidemic to arrive. Images | Towfiqu barbhuiya In Xataka | Spain has spent years vaccinating only the elderly during flu seasons. Now he has decided to change it

An “invisible” Russian submarine has set off alarms in the Arctic. Europe’s response: Atlantic Bastion

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The launching of the Khabarovskthe new and ultra-quiet Russian submarine capable of deploying nuclear torpedoes Poseidonhas reactivated a fear that had been latent for decades in cities like London: the possibility that the naval balance of the Atlantic is once again tilting in favor of Moscow. The response from the United Kingdom has been forceful, and it is called Atlantic Bastion. Submarine warfare. Although the public image of the Russian threat usually revolves around research vessels like Yantarsuspected of mapping and potentially manipulating underwater cables and pipes, European specialists know that what is truly disturbing lies much further down. Russia has spent decades reducing the acoustic signature of its submarines to levels that they border on invisibilitycombining new propulsion systems, composite coatings and virtually undetectable cooling pumps. In this environment, where silence is power, a ghost submarine with nuclear capacity alters not only the sea routes, but the very heart of the strategic infrastructures that connect Europe with the world. UK reinvents itself. Faced with the resurgent threat from Khabarovskthe Royal Navy has launched what they have called as Atlantic Bastiona plan designed to restore British strategic advantage in its own and allied waters. Its origin is not new and it we have counted before: the United Kingdom has been monitoring the Greenland-Iceland-United Kingdom gap (GIUK gap) since before the creation of NATO, and the Second World War already demonstrated that controlling that maritime corridor was essential to prevent enemy forces from slipping into the North Atlantic. But what used to be destroyers and acoustic sweeps is becoming a hybrid framework that combines Type 26 frigates equipped with new generation sonar, aircraft P-8 Poseidon capable of patrolling thousands of kilometers and, above all, swarms of underwater drones equipped with artificial intelligence. According to the Ministry of Defensethis architecture aims to detect, classify and follow any enemy submarine that tries to penetrate British or Irish waters, and to do so constantly, autonomously and with an unprecedented range. The algorithms arrive. The core of the project will be Atlantic Neta distributed network of autonomous underwater gliders equipped with acoustic sensors and guided by artificial intelligence systems capable of recognize sound signatures with a level of precision that until a few years ago was little less than the preserve of science fiction. Unlike the SOSUS of the Cold War, based on gigantic fixed hydrophones placed on the seabed, the new generation will be mobile, expandable and adaptable to the routes and behaviors of increasingly soundproof submarines. The ultimate ambition is to deploy hundreds of cheap, persistent units that together create aa surveillance mesh much harder to evade. The metaphor is revealing: if finding a silent submarine is like searching for a needle in an oceanic haystack, modern technology makes it possible to exponentially multiply the number of searching hands. Khabarovk The technological challenge of hunting shadows. However, even with this technological revolution, experts warn that detecting new Russian submarines will continue to be an extremely complex undertaking. Since the 1980s, Moscow has drastically reduced lacoustic emissions of its fleet, which requires combining passive and active sensors and complex configurations such as bistatic sonar, where one vessel emits a pulse and another collects the echo. These techniques require coordination, multiple platforms, and significant sensor density, something that Atlantic Bastionaims to provide but it is still far from being deployed on a full scale. The arrival of the Type 26 frigates, designed to be the flagship of British anti-submarine warfare, is fundamental to this purpose, as is the cooperation with Norway and other allies that are also strengthening their capabilities in the North Atlantic. The Russian Bastion Puzzle. Even if Atlantic Bastion managed to limit the presence of Russian attack submarines in the Atlantic, there is one dimension that no Western system can solve: Russian strategic submarines already they don’t need to abandon its own bastion in the Arctic to threaten Europe or the United States. Its intercontinental ballistic missiles can hit targets thousands of kilometers without moving from the Barents Sea or the White Sea, protected by layers of defenses and favorable geographical conditions. There they play a hiding place lethal where the West cannot penetrate without significantly escalating the conflict. The paradox is clear: the United Kingdom can reinforce its waters and monitor every meter of the GIUK gapbut it cannot deny the Russian nuclear capacity deployed in its natural refuge, a reality that frames the entire British effort within a logic of containment rather than domination. An underwater chess. If you want, Atlantic Bastion ultimately represents the recognition that underwater competition has returned with a vengeance, now fueled for digital capabilitiesdistributed sensors and autonomous platforms that transform the nature of ocean surveillance. The North Atlantic once again becomes a stage silent maneuvers where Russia and the United Kingdom measure their technological resistance in an environment reminiscent of the Cold War, but with algorithms and autonomy as new weapons. A career that is not decided by great battles, but by the ability to listen better, process faster and anticipate invisible movements. In this theater of shadows, the advantage is not whoever shoots the most, but rather whoever is able to detect first (already happens in Ukraine). Thus, Atlantic Bastion aspires to return that capacity to the British, although the contest that is opening now does not look like it will be brief nor simple: In the depths of the Atlantic, the prelude to the next era of strategic rivalry between Russia and the West is underway. Image | SEVMASH/VKONTAKTE In Xataka | A Russian submarine has appeared off the coast of France. And Europe’s reaction has been surprising: have a laugh In Xataka | Russia’s most advanced nuclear submarine was a secret. Until Ukraine has revealed everything, including its failures

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