promote

Big Tech is paying up to $600,000 to influencers to promote their AI. Now the race is about perception

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Big technology companies are deploying their heavy artillery to attract users for their artificial intelligence services. Just like they count From CNBC, Microsoft and Google have found their new battlefield in influencers, with contracts that reach six-digit figures. The dimension of the phenomenon. According to data from Sensor Tower, generative AI platforms spent more than $1 billion on digital advertising in the United States during 2025, an increase of 126% compared to the previous year. That large companies promote their products through influencers is nothing new, and it is also a business that is very profitable for them, since by investing a small fraction of their budget they can get an avalanche of new users. According to CNBC, in order to attract new users for their AI services, Microsoft, Google, Anthropic and Meta They are hiring content creators to promote your tools on social networks. Figures. Microsoft and Google are paying between $400,000 and $600,000 to content creators for multi-month collaborations, according to sources close to the media. These contracts are not limited to specific publications, since according to the medium, they seek to ensure that influencers integrate AI tools into their usual content, tutorials and workflows. “We’re seeing a massive increase in creator spending from these AI brands. We’re getting a lot more interest from AI brands every month,” counted to AJ Eckstein, founder of Creator Match (an agency that connects brands with creators). How these agreements work. Collaborations range from LinkedIn posts explaining how to use Claude Code even videos on Instagram showing functions of Microsoft Copilot or the assistant Comet by Perplexity. Megan Lieu, AI and technology content creator with nearly 400,000 followers, explains told CNBC that his sponsored deals typically range from $5,000 to $30,000 depending on the campaign. Its most important collaboration to date has been with Anthropic to promote products from Claudealthough he did not specify the exact figure to the media. Some influencers can charge up to $100,000 per post, according to Eckstein. The other side of the coin. Despite the astronomical numbers, not all content creators are willing to jump on the AI ​​bandwagon. Jack Lepiarz, known as Jack the Whipper and with more than 7 million followers between YouTube, TikTok and Instagram, account to the medium that systematically rejects any agreement related to artificial intelligence. “I cannot with a clear conscience support something that is going to make it difficult for normal people to earn a living,” he declared to the outlet. Lepiarz previously turned down a $20,000 contract to promote AI imaging tools and says even $100,000 or $500,000 wouldn’t change his mind. Perception with Copilot. For Microsoft, these influencer campaigns can be especially key. And despite its large user base in Microsoft 365 services, only 3.3% pay for Copilotas told from Windows Central. The company needs its AI assistant, integrated into Windows, Microsoft 365 and Edge, to be perceived as a natural tool in daily work, and at the moment it is being especially difficult for them to achieve that. It’s public time. Big Tech hiring influencers occurs precisely at a time when companies are investing more than ever in advertising their AI tools. A few days ago we told precisely the case of Anthropic, which spent a million on ads during the Super Bowl. Separately, Google and Microsoft increased their digital advertising spending to promote AI products by approximately 495% last month compared to the previous year, according to Sensor Tower. The media also says that OpenAI multiplied its advertising investment tenfold in 2025. After years of making its tools known, it is now time to shape our perception of them. Cover image | aerps and Hillary Black In Xataka | The person who is earning the most money on Twitch by broadcasting 24 hours a day is not a person: it is an AI

Katy Perry has taken advantage of her trip to space to promote her tour. Going to space is like going to El Hormiguero

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The little New Shepard rocket in Blue Origin has taken off this Monday for the eleventh time with six people on board. On this occasion there were six women. Among them, pop superstar Katy Perry, who has taken the opportunity to promote the opening concert of his tour in Mexico. A space flight without men. Blue Origin’s NS-31 mission has been The first space launch without men since 1963when the Soviet Union put the first woman in space into orbit: Valentina Tereshkova. Chosen by Lauren Sanchez, the fiance of Jeff Bezos, to “inspire the coming generations,” five women and Sanchez herself They flew above the line of Kárman (the official border of the space), floating in the capsule for three minutes before falling back to the ground with parachute. In addition to Katy Perry and Lauren Sanchez, among the crew members were Gayle King (co -exposed “CBS Mornings”), Aisha Bowe (former NASA rocket scientist), Amanda Nguyen (researcher in Bioastronautics) and Kerianne Flynn (film producer). Short, but intense. The six women traveled to the launch platform in two Rivian electric trucks, The rival brand of Tesla financed by Amazon and Jeff Bezos. Bezos was driving one of them. They made a brief stop in front of the rocket for some photos and then uploaded to the capsule to take off. The New Shepard rocket ignited its hydrogen and liquid oxygen engine at 13:30 UTC. Two and a half minutes later, it detached from the capsule, which amounted beyond the border of space, Up to 107 kilometers above sea level. Oprah, Kris Jenner or Khloe Kardashian looked up from the public. On the 7:30 minute, the rocket landed on its own. A minute later, the capsule opened the three parachutes to cushion its descent, between shouts of joy of the crew, who touched earth over the 10th minute. The suborbital flight was brief, but intense, judging by the micro open inside the capsule. Promotional moment Katy Perry took advantage of the minutes in the space to sing “What a Wonderful World” and reveal part of the setlist of his new tour, which will begin in Mexico; turning a space launch into promotion, as if it had gone to El Hormiguero. The singer and Gayle King have joined the growing list of celebrities who have flown to the space with Blue Origin. Jesús Calleja was in the previous missionNS-30, as part of a documentary financed by Amazon Prime Video and Mediaset. William Shatner, Captain Kirk in “Star Trek”, also did in 2021 invited by Jeff Bezos, the company’s owner. Laura Shepard (Alan Shepard’s daughter, the first American in space, which gives name to the rocket), Ed Dwight (The black astronaut that never flew) or the YouTuber Coby Cotton (of the Channel Dude Perfect) have also crossed the karm line aboard the New Shepard rocket. Many of them as part of an effort of Blue origin to promote its tourist flights. Meanwhile, in Spacex. Spacex has had a small number of totally private missions. The first It was inspiration4funded by businessman Jared Isaacman, who is one step away from directing NASA. The Missions of the AXIOM company, operated by Spacex, to the International Space Station mix services for space agencies (ESA sends some of its astronauts in this way) with space tourists willing to live a couple of weeks as authentic crew members of the ISS. Polaris Dawn, again funded by Isaacman, made history with The flight to higher altitude from the Apollo missions and The first commercial extravehicular activity of history. More recently, Fram2 launched a Bitcoin tycoonChun Wang, and his friends on the first flight in polar orbit. From Dennis Tito to Katy Perry. As the reusable rockets (and space airplanes such as Virgin Galactic) reduce the cost of launching people into space, more and more millionaires fulfill their dream of seeing the earth from above as did the New Yorker Dennis Tito, The first space touristin 2001. Tito paid $ 20 million to fly to the ISS for eight days aboard a Soyuz Russian ship. His trip opened the door to a handful of extremely rich individuals who followed their steps during the next decade: Mark Shuttleworth (South African, 2002), Gregory Olsen (American, 2005), Anousheh Ansari (Iraní and First Space Tourist, 2006), Charles Simonyi (Hungarian, 2007 and 2009), Richard Garriott (British 2008) and Guy Laliberté (Canadian and founder of the Circo del Sol, in 2009). The price of a seat in the New Shepard rocket is confidential, but It is estimated at just over one million dollars. Little more than a flight in the Richard Branson space aircraft cost Commercial Space Stations are operational. Image | Blue Origin In Xataka | The Calleja effect: Going to space is going from a great aspiration of humanity to a “Ryanair with rockets”

The government wanted to promote the electric car after the Dana with 10,000 euros of help. Everything indicates that he has not delivered any

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On October 29, 2024, tragedy began. Various autonomous communities of eastern Spain but, above all, the Valencian Community saw how strong rains and the posterior floods left 225 dead in their path and three missing people that have not yet been found. Although the Term Dana refers to an “isolated depression in high levels” (the famous cold drop), in memory it has remained as Dana de Valencia What lived on the border between October and November 2024. Some floods that also left the material damage that affected 360,000 people. Months later we have known that he points to 141,000 cars affected by the floods. Most of them insurmountable although we have had images that leave us some optimism, saving vehicles with half a century behind them. Trying to recover normality, populations faced the challenge of What to do with the greatest scratch in history of Spain and how to recover from the consequences. Among those measures to replenish all those vehicles, At the end of November 2024 the government announced that launched the Plan Reinicia Auto+. With him he wanted to give financial aid to those who had lost his car with the floods, delivering an economic amount for the purchase of a new vehicle. The program contemplated the delivery of aid both for the purchase of new and second -hand vehicles but rewarded those who jump to zero emissions. Specifically, the Aid They are distributed as follows: New vehicles with zero label: 10,000 euros. New vehicles with ECO label or C: 5,000 euros. Second -hand vehicles with zero label: 4,000 euros. Second -hand vehicles with ECO label or C: 2,000 euros. Vehicles for people with reduced mobility will have extra help of 1,000 euros more and 500 euros on three -wheeled motorcycles. Motorcycle aid vary between 2,000 euros and 500 euros depending on whether they are new or second -hand and its ecological rating. The problem is that the Ministry of Industry and Tourism has already submitted the accrediting document with the relationship of the beneficiaries of these aid. But, there is no help to a car of zero emissions. What happens? Aid that seem frozen First of all, the first thing to be clear about is how the aids of the Reinicia Auto+Plan are delivered. As explained in the Article 9 of Royal Decree-Law 8/2024 in which urgent measures are collected to help those affected by the DANA, the procedure is the following: If the client had already bought the car before the aid was opened (they did it on December 18), the dealers had to make an entry to the beneficiaries once the aid was approved with the corresponding file. If the client had not yet bought the car, the concessionaire processed the aid and it was discounted from the final price of the car once all taxes were applied. In The automotive tribune They explain that the first aid began to surrender last February. By then, more than 10,000 subsidies to purchase had been requested and as the delay in the deliveries of the aid was affecting customers, in some cases the vehicles began to be delivered before receiving the money with the concessionaire’s commitment to return that money afterwards. But these grants have only been arriving in vehicles with a C and echo label of the DGT, according to Digital economythat raise the number of aid to More than 25,000 files For this type of vehicles. These aid are reflected in the accrediting document of the beneficiaries of the same. Indeed, as can be seen in this document, there is no approved help to cars with zero DGT emissions label. That is, no plug or electric hybrid (both new and second -hand) has received confirmation of such aid for purchase. In the middle they ensure that sources from the Ministry of Industry confirm that “the aid of 10,000 euros are on zero label. Electric cars are paid with European funds, and its processing is being carried out.” From Xataka We have put ourselves in contact With the Ministry of Industry to confirm if this situation is true and where the funds of these aid come from, as well as the procedure that is carried out to deliver them, trying to understand why any car with zero emissions stickers of the DGT has received the approval still for the delivery of said aid. Similarly, we have contacted Faconauto, the largest representative of the Spanish dealers to know if it is true that the aids related to electric cars are frozen or have not received any approval. When we write this article, we have not obtained an answer from the Ministry of Industry and Tourism or Faconauto Photo | Manuel Pérez García and Estefania Monerri Mínguez and Pool Moncloa/César P. Sendra In Xataka | Razed by the Dana but without compensation: in which assumptions we can claim the insurance money for our car

The White House disdains Spanish, others elevate it to promote Latin American art

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LOS ANGELES — The use of Spanish is considered an act of rebellion and resistance in the United States. Now, more than ever, the language of Juan Rulfo, Gabriel García Márquez and Julio Cortázar will be a dissonant element, a language that the spouses Ivonne Guzman and Jorge Espinosa They have decided to elevate their venture that promotes art through books and records. On his first day as president, a few hours after his inauguration, Donald Trump closed the website and social networks in Spanish from the White House. However, these entrepreneurs use their digital platform, called The thinking junkto celebrate the literature and music produced in Spanish, betting on a reunion—in some—and discovery—in others—of the delight caused by art in this fertile language. “In general it is about dignifying, showing the joy and beauty of this language,” commented Ivonne. On the digital platform, Los trastos depensa, these entrepreneurs offer alternative music and literature in the United States. (Soudi Jiménez / Los Angeles Times en Español) This Ecuadorian couple launched on April 23, 2023, within the framework of the Book Dayits platform that now has a presence on Facebook and instagram. In part, this digital initiative responds to their personal tastes, but along the way they have realized that there are more Latin people with the same preferences in literature and music. The idea of ​​creating this website arose during the times of the pandemic, as a result of that unsatisfied need that they have been dealing with since they both settled in the United States. Jorge arrived with residency in 2011, while Ivonne did so in 2018 when she assumed her position as Consul General of Ecuador in Los Angeles. “We didn’t find a lot of things that are easily accessible in other countries,” said Jorge. If they wanted to acquire a book by the Argentine writer Ariana Harwicz, the Ecuadorian Mónica Ojeda, or the Spanish Irene Vallejo, they had to buy it on a trip they took to Quito, the Ecuadorian capital; or ask for any friendship that could bring them from their homeland. The same thing happened to them if they wanted to buy an Argentine rock album, or a Brazilian or Chilean artist. “There weren’t any, it was impossible to get them, it was like they didn’t exist,” he added. In their own words, they do not consider themselves experts; However, academic training and experience gives them knowledge and authority to speak about what they are doing. Ecuadorian journalist Ivonne Guzmán shows some of the books that were put on sale at the LéaLA book fair, held in September 2024 in Los Angeles. (Soudi Jiménez / Los Angeles Times en Español) For the last 31 years, Ivonne has practiced cultural journalism in her native country. She has been a reporter, editor and columnist at the newspaper The Commerce. He also has a master’s degree in research in history and is author of the book Social painting. Three women in the art world of the 1930samong other professional achievements. On the other hand, Jorge is a musician and has a bachelor’s degree in fine arts with an emphasis in painting and printmaking, as well as a master’s degree in education and is currently pursuing another master’s degree in sound art. To launch this venture, in 2022 they did a market study, they visited record stores and bookstores in Southern California, they talked to different people, they asked them where they got their books and music. By receiving a grant they applied for, they enabled the platform that sells new and used books, as well as compact discs and vinyl records. “This is a bit of facing what is there and seeing what works; We got records from Mercedes Sosa, Julio Jaramillo and Astor Piazzolla, as well as Aterciopelados from Colombia and Caifanes from Mexico. We emphasize artists from Ecuador, taking into account those who are outside the city of Quito,” Jorge explained. Among the books they have for sale on their portal are those by Ecuadorian María Fernanda Ampuero and Daniela Alcívar Bellolio, Argentine Leila Guerriero and Colombian Pilar Quintana, among other authors. (Soudi Jiménez / Los Angeles Times en Español) In literature, the bet is to have books like those written by the Ecuadorian María Fernanda Ampuero and Daniela Alcívar Bellolio, the Argentine Leila Guerriero and the Colombian Pilar Quintana, to name a few examples. They are also interested in offering copies of graphic novels, essays, novels and short stories by prestigious authors. Along these same lines, the public can suggest a book or an album; If the person is patient, these entrepreneurs can get it and send it to any city in the United States. At this time, delivery takes time because only the two of them select and renew their catalog. They themselves take the orders to the postal service. “The nice thing is that we are bringing more indie, newer, smaller publishers; We have things that you can’t get easily and that Amazon doesn’t have either, that’s the difference,” Ivonne highlighted. These publishers are Ecuadorian, Spanish, Colombian and Argentine, which publish many of these books by unknown authors in the United States, but with wide recognition in Spain and Latin America. Jorge Espinosa shows a book about the Argentine musician Fito Páez. (Soudi Jiménez / Los Angeles Times en Español) Despite the position recently adopted by the White House, Spanish is moving forward at a steady pace. Currently more than 600 million people speak this language in the world. In the United States, 67.6% of the 63.7 million Latinos use Spanish at home, that is, more than 43 million people, according to the 2024 report from the Cervantes Institute. This interest in this language was noticeable at the last LéaLA book fair in Spanish, held in September 2024. These entrepreneurs sold almost half of their catalog, there they found many learners of Spanish and people who are competent or who are native speakers who seek alternative literature and music. For this reason … Read more

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