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Can you rely on AI chatbots for medical advice?

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Carsten Eickhoff of the University of Tübingen explores the problems observed when using AI chatbots for medical queries.

Imagine you have just been diagnosed with early-stage cancer and, before your next appointment, you type a question into an AI chatbot: “Which alternative clinics can successfully treat cancer?” Within seconds you get a polished, footnoted answer that reads like it was written by a doctor. Except some of the claims are unfounded, the footnotes lead nowhere, and the chatbot never once suggests that the question itself might be the wrong one to ask.

That scenario is not hypothetical. It is, roughly speaking, what a team of seven researchers found when they put five of the world’s most popular chatbots through a systematic health-information stress test. The results are published in BMJ Open.

The chatbots, ChatGPT, Gemini, Grok, Meta AI and DeepSeek, were each asked 50 health and medical questions spanning cancer, vaccines, stem cells, nutrition and athletic performance. Two experts independently rated every answer. They found that nearly 20pc of the answers were highly problematic, half were problematic and 30pc were somewhat problematic. None of the chatbots reliably produced fully accurate reference lists, and only two out of 250 questions were outright refused to be answered.

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Overall, the five chatbots performed roughly the same. Grok was the worst performer, with 58pc of its responses flagged as problematic, ahead of ChatGPT at 52pc and Meta AI at 50pc.

Performance varied by topic, though. Chatbots handled vaccines and cancer best – fields with large, well-structured bodies of research – yet still produced problematic answers roughly a quarter of the time. They stumbled most on nutrition and athletic performance, domains awash with conflicting advice online and where rigorous evidence is thinner on the ground.

Open-ended questions were where things really went sideways: 32pc of those answers were rated highly problematic, compared with just 7pc for closed ones. That distinction matters because most real-world health queries are open ended. People do not ask chatbots neat true-or-false questions. They ask things like: “Which supplements are best for overall health?” This is the kind of prompt that invites a fluent and confident yet potentially harmful answer.

When the researchers asked each chatbot for 10 scientific references, the median (the middle value) completeness score was just 40pc. No chatbot managed a single fully accurate reference list across 25 attempts. Errors ranged from wrong authors and broken links to entirely fabricated papers. This is a particular hazard because references look like proof. A lay reader who sees a neatly formatted citation list has little reason to doubt the content above it.

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Why chatbots get things wrong

There’s a simple reason why chatbots get medical answers wrong. Language models do not know things. They predict the most statistically likely next word based on their training data and context. They do not weigh evidence or make value judgements. Their training material includes peer-reviewed papers, but also Reddit threads, wellness blogs and social media arguments.

The researchers did not ask neutral questions. They deliberately crafted prompts designed to push chatbots toward giving misleading answers – a standard stress-testing technique in AI safety research known as ‘red teaming’. This means the error rates probably overstate what you would encounter with more neutral phrasing. The study also tested the free versions of each model available in February 2025. Paid tiers and newer releases may perform better.

Still, most people use these free versions, and most health questions are not carefully worded. The study’s conditions, if anything, reflect how people actually use these tools.

The article’s findings do not exist in isolation; they land amid a growing body of evidence painting a consistent picture.

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A February 2026 study in Nature Medicine showed something surprising. The chatbots themselves could get the right medical answer almost 95pc of the time. But when real people used those same chatbots, they only got the right answer less than 35pc of the time – no better than people who didn’t use them at all. In simple terms, the issue isn’t just whether the chatbot gives the right answer. It’s whether everyday users can understand and use that answer correctly.

A recent study published in Jama Network Open tested 21 leading AI models. The researchers asked them to work out possible medical diagnoses. When the models were given only basic details – like a patient’s age, sex and symptoms – they struggled, failing to suggest the right set of possible conditions more than 80pc of the time. Once the researchers fed in exam findings and lab results, accuracy soared above 90pc.

Meanwhile, another US study, published in Nature Communications Medicine, found that chatbots readily repeated and even elaborated on made-up medical terms slipped into prompts.

Taken together, these studies suggest the weaknesses found in the BMJ Open study are not quirks of one experimental method but reflect something more fundamental about where the technology stands today.

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These chatbots are not going away, nor should they. They can summarise complex topics, help prepare questions for a doctor and serve as a starting point for research. But the study makes a clear case that they should not be treated as standalone medical authorities.

If you do use one of these chatbots for medical advice, verify any health claim it makes, treat its references as suggestions to check rather than fact, and notice when a response sounds confident but offers no disclaimers.

The Conversation

Carsten Eickhoff

Carsten Eickhoff is a professor of medical data science at the University of Tübingen. His lab specialises in the development of machine learning and natural language processing techniques with the goal of improving patient safety, individual health and quality of medical care. Carsten has authored more than 150 articles in computer science conferences and clinical journals and he has served as an adviser and dissertation committee member to more than 70 students.

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CBS Hosting Dinner Praising Trump And His Love Of The First Amendment

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from the lying-liars-and-the-lies-they-tell dept

Talk about pathetic.

CBS has announced that the now-Larry Ellison owned network will be hosting a lavish dinner this week praising Donald Trump and his (nonexistent) dedication to the First Amendment. The dinner will be hosted at the United States Institute of Peace in Washington, which the State Department claimed in December 2025 was being renamed “The Donald J. Trump Institute of Peace.”

Truly banana republic type shit.

Oliver Darcy got a hold of the original invite for the dinner, and it’s everything you might expect:

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Trump is, as regular Techdirt readers may recall, arguably the worst president in a century when it comes to trampling press freedom, free speech, and the First Amendment. When the administration isn’t trying to destroy comedians for telling jokes about the president, it’s busy crushing whatever was left of public media in the U.S., or threatening the broadcast licenses of networks that do basic journalism.

CBS management doesn’t care about any of that, of course, because it’s owned by billionaire right wing Trump ally, Larry Ellison. And Larry and David Ellison are desperate to have the government sign off on their job-destroying merger between Paramount and Warner Brothers. The Warner Brothers board is voting to approve the deal on the same day as the dinner.

Despite some pretense that the Trump DOJ is doing its due diligence to review the deal, there’s little real doubt that the feds will rubber stamp the transaction. The real question mark rests with a likely antitrust lawsuit from a coalition of state attorneys general to block the transaction.

It’s worth noting that Larry Ellison’s son David couldn’t attend a hearing last week on the massive problems with the Paramount Warner merger due to a purported death in the family (nobody seems able to determine who died), but he was able to make an appearance at Cinemacon a day earlier to make all sorts of empty promises about how wonderful the merger will be:

David Ellison…made a unexpected appearance at CinemaCon, the annual gathering of theater owners. He took the stage to reassure exhibitors they have nothing to fear, whether it be the new regime at Paramount, or his pending acquisition of Warner Bros.”

They of course have everything to fear. The massive $108 billion in debt from the Warner Brothers deal will inevitably result in mass layoffs, price hikes, and sagging product quality due to the need to cut corners to service the debt. This is before we even talk about the layoffs already happening at CBS.

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It’s simply not up for debate: this happens absolutely every single time folks like the Ellisons delude themselves into thinking mass consolidation does anything useful outside of generate tax breaks, drive short-lived stock boosts, and let guys like David Ellison pretend they’re “savvy dealmakers.”

Pre-merger promises about release windows (or anything else) are absolutely meaningless. But with just a handful of people at the top financially disincentivized from learning anything from history (including the three previous disastrous Warner Brothers mergers), the dysfunction just repeats itself indefinitely. We’ve seen merger dysfunction and chaos before, but this one has the potential to outdo them all.

Filed Under: consolidation, corruption, david ellison, dinner, donald trump, first amendment, free speech, journalism, larry ellision, media, mergers, regulators

Companies: cbs, paramount, warner bros. discovery

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Leaked Motorola Edge 70 Pro+ renders reveal five colors and three finishes

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Motorola has a busy week ahead. The Edge 70 Pro is set to launch in India on April 22, but it looks like that’s not the only device worth watching. Prolific leaker Evan Blass has shared high-resolution render images of the Motorola Edge 70 Pro+, giving you an early look at the more premium sibling, the Edge 70 Pro+ in the lineup.

What colors and finishes is the Motorola Edge 70 Pro+ coming in?

The renders reveal five color options for the Edge 70 Pro+. You’re looking at white, dark blue, light blue (turquoise), brown, and maroon color, along with a curved display and slim bezel. While these aren’t the official names, what makes this more interesting than a standard color drop is the variety of finishes on offer.

The blue and turquoise versions feature a fabric back, the white version gets a marble surface, and the brown variant sports a wood-inspired look. Motorola is clearly focusing more on materials and finishes than on a total redesign in 2026.

The overall design won’t surprise you if you’ve seen other recent Motorola devices, as it closely follows the same aesthetic as the Edge 70 Fusion+ and Moto X70 Air Pro.

What to expect from the Motorola Edge 70 Pro+

The complete specs, price, or launch date for the Motorola Edge 70 Pro+ are still under wraps. Going by the naming, it’s likely positioned as a more powerful version of the Edge 70 Pro. The difference will probably come down to a faster processor and possibly better cameras.

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The Edge 70 Pro gives you a solid baseline in the meantime as the phone packs a 6.8-inch 1.5K AMOLED display with a 144Hz refresh rate, a 6,500mAh silicon-carbon battery with 90W charging, and a MediaTek Dimensity 8500 Extreme chip. It also carries IP68 and IP69 certifications.

Both the Edge 70 Pro and Pro+ have appeared on the HDR10+ certification website, confirming richer contrast and better detail in bright and dark scenes. The Pro+ is expected to step things up with a faster processor and improved cameras.

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After X and Grok, Ofcom opens child safety investigation into Telegram

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The UK’s online safety regulator has opened a formal investigation into Telegram under the Online Safety Act, examining whether the messaging platform has complied with its duties to protect UK users from child sexual abuse material. It is Ofcom’s most significant enforcement action against a major messaging platform to date.


The UK’s online safety regulator Ofcom has opened a formal investigation into Telegram under the Online Safety Act 2023, examining whether the messaging platform has met its legal duties to protect UK users from child sexual abuse material (CSAM).

The investigation, reported by Reuters, marks a significant escalation in Ofcom’s enforcement of the Act against one of the world’s most widely used messaging services, and a platform that has long drawn scrutiny for its approach to illegal content.

The investigation follows Ofcom’s established enforcement template under the Online Safety Act, which requires user-to-user and search services to assess and mitigate risks of UK users encountering illegal content, including CSAM, and to take it down swiftly when identified.

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Ofcom has the power to fine companies the greater of £18 million or 10% of qualifying worldwide revenue for non-compliance, and in cases of serious ongoing non-compliance can apply to a court for business disruption measures, which could include requiring internet service providers to block a platform in the UK.

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The opening of a formal investigation does not in itself constitute a finding of wrongdoing. Under the Act’s process, Ofcom first gathers and analyses evidence to determine whether a breach has occurred. If it concludes a compliance failure has taken place, it issues a provisional decision to the company, which then has the opportunity to respond in full before any final decision is made.

The process typically takes several months. The same framework is currently being applied in Ofcom’s ongoing investigation into X, opened in January 2026 following reports that its Grok AI chatbot was being used to generate and distribute sexually explicit images of children.

Telegram’s relationship with UK regulators has been evolving. As recently as December 2024, the platform joined the Internet Watch Foundation (IWF), a UK-based organisation that identifies and removes CSAM, and committed to deploying IWF’s detection tools across public parts of the platform, including hash-matching technology to identify known CSAM and tools to block AI-generated abuse content.

Ofcom’s March 2026 annual review acknowledged that Telegram, alongside X, Discord, and Reddit, had introduced age controls in response to the Online Safety Act.

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The new investigation therefore represents a shift: Ofcom, despite that prior progress, has concluded there are sufficient grounds to open a formal probe into whether Telegram’s compliance with the specific CSAM-related duties under the Act has been adequate.

The tension at the heart of the Telegram case is one that has defined debates about the platform for years. Telegram’s architecture is divided: public channels and groups are more accessible to outside detection tools, but the platform’s encrypted private messaging, the feature that has made it popular with activists, journalists, and dissidents in authoritarian states, creates a structural limit on what content moderation is possible.

The NSPCC, in responding to Telegram’s IWF partnership in December 2024, noted the distinction directly: welcoming the step on public content while arguing that “there should be no part of the service where perpetrators can act without detection.”

The Online Safety Act’s provisions on end-to-end encrypted messaging remain the most contested part of the regime, with Signal having previously warned it would withdraw from the UK if forced to scan private messages.

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Ofcom has signalled it is not currently minded to mandate client-side scanning.

The investigation comes in a period of sustained regulatory pressure on messaging and social media platforms across the UK.

Ofcom has now opened investigations into nearly 100 services since the Online Safety Act came into force in 2025, issued nearly a dozen fines, and in March 2026 wrote directly to six of the largest platforms, Facebook, Instagram, Roblox, Snapchat, TikTok, and YouTube, demanding evidence of further child safety improvements by 30 April.

The Telegram probe adds a major messaging platform to an enforcement list that, to date, has concentrated more heavily on pornography sites and niche image boards.

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Telegram did not immediately respond to a request for comment at the time of the Reuters report. Ofcom has said it will provide updates on the investigation as soon as possible.

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GitHub freezes new Copilot sign-ups as agentic AI breaks the economics

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Agentic coding workflows are now routinely generating costs that exceed what users pay per month. GitHub’s response, pausing new sign-ups for Pro, Pro+, and Student plans and tightening usage caps, signals that the era of unlimited AI assistance at fixed prices is ending.


GitHub has paused new sign-ups for its Copilot Pro, Pro+, and Student plans and tightened usage limits across all individual tiers, citing a fundamental mismatch between how developers now use the product and the infrastructure it was built to support.

The company’s VP of product, Joe Binder, said in a blog post that agentic coding workflows, long-running, parallelised sessions in which AI agents and subagents tackle complex problems autonomously over extended periods, are now routinely consuming more compute than users pay for in a month.

“It’s now common for a handful of requests to incur costs that exceed the plan price,” Binder wrote.

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The change, effective 20 April, leaves Copilot Free as the only plan still accepting new individual sign-ups. Existing users retain access to their current plans and can upgrade between tiers, but GitHub has given no timeline for resuming new subscriptions.

Pro and Pro+ subscribers who contact GitHub support between 20 April and 20 May can cancel and receive a refund, with no charge for April.

The usage changes that accompany the pause are structured to push heavier users towards the pricier Pro+ tier. GitHub is tightening both session and weekly token limits on individual plans, caps that govern how many tokens a user can consume in a given time window, separate from the premium request entitlements that determine model access.

A user can have premium requests remaining and still hit a usage limit because the two systems operate independently. Pro+, at $39 per month, now offers more than five times the limits of the $10-per-month Pro plan.

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Usage warnings are being added to VS Code and the Copilot CLI so developers can see approaching limits before hitting them mid-workflow.

Model access is also being restructured. Opus models, Anthropic’s heaviest and most capable models, are being removed from the Pro plan entirely.

Opus 4.7 remains available on Pro+. Opus 4.5 and 4.6, previously announced for removal from Pro+, are being removed from that tier as well. The pattern is straightforward: the most compute-intensive models are migrating exclusively to the most expensive individual tier.

The economics behind the move are unusually candid for a Microsoft product announcement. Copilot was originally designed for code completion, short, stateless suggestions that consume modest compute per interaction.

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Agentic coding, by contrast, involves sessions that can run for hours, spawn multiple parallel threads, and generate token volumes that bear no resemblance to the autocomplete interactions that shaped the original pricing structure.

GitHub’s own Copilot features, including the /fleet command for parallel workflows, are now listed among the behaviours GitHub is asking its own users to limit.

This is not the first sign of strain. The week before the sign-up pause, GitHub had already suspended Copilot Pro free trials due to abuse, a narrower measure that hinted at the broader capacity pressure to come.

And the sign-up pause itself arrives at a politically awkward moment for GitHub with its developer user base.

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In late March, the platform came under significant backlash after developers discovered that Copilot had been inserting promotional “tips”, including an advertisement for productivity app Raycast, into pull requests, in some cases appearing as if written by the developer rather than the AI.

The feature was disabled the same day, with GitHub’s VP of developer relations, Martin Woodward, saying the behaviour had become “icky” after Copilot’s reach was extended to pull requests it hadn’t created.

GitHub described it as a programming logic issue, not an advertising strategy. More than 11,000 pull requests were affected before the rollback.

The broader pattern, analysts say, is structural. Charlie Dai, vice president and principal analyst at Forrester, said the move shows how agent-driven coding is shifting workloads towards longer-running and parallel sessions that create higher and less predictable compute demand.

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“Cost structures built for lightweight assistance no longer hold,” Dai said, “and this puts pressure on GPU capacity, reliability, and unit economics.” He added that similar usage restrictions from major model providers suggest capacity rationing is likely to become a feature of the industry as agentic development becomes routine.

For enterprise engineering leaders, Dai said the episode is a reminder to evaluate AI coding tools as metered infrastructure rather than unlimited productivity layers.

Faisal Kawoosa, founder and chief analyst at Techarc, said the dynamic is a familiar one. “First you give users access to a tool with relatively open usage, and then gradually start defining limits as adoption grows,” he said.

Kawoosa added that the next step is likely to be more differentiated plans that create clearer monetisation opportunities, noting that GitHub’s depth of integration into developer workflows gives it unusual leverage: “a developer can live without an email ID, but not a GitHub account.”

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Whether competitors, including Claude Code, Cursor, and Codeium, can move quickly enough to absorb frustrated Copilot users before GitHub recalibrates its pricing structure is the open question the market is now watching.

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The 10 Best Electrolyte Powders (We Tested Nearly 20)

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TL;DR Don’t choose something with ultra-high amounts of sodium, carbohydrates, or sugar unless you need to based on your exercise levels or a sweat test.

Amy Brownstein, a registered dietitian nutritionist at MyNetDiary, says electrolytes are minerals that exist naturally in your body. These include magnesium, calcium, chloride, sodium, potassium, and phosphorous. The role of electrolytes is to help your body rehydrate or stay hydrated by helping your system actually absorb the water you drink.

Heather Gosnell, a pediatrician, sodium is the key ingredient for effective rehydration. She also says a little sugar and carbohydrates help your body absorb water but to avoid high-sugar drinks.

Electrolyte powders usually contain these, as well as the aforementioned minerals, all of which can help with absorption. But how can you know which powder is best for you?

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Shelley Balls, RDN, says humans usually lose sodium when working out or spending time in hot temperatures and also that carbohydrates are important to help replenish and preserve muscle glycogen stores to prevent fatigue, especially if active for more than 30 minutes. Basically, if you’re working out a lot and not replenishing lost carbs, you’ll feel fatigued much faster. That’s especially true for intense workouts or long sporting events, in which case she recommends re-upping carbohydrates every 30 to 45 minutes. Sugars like glucose serve similar purposes, helping to replenish muscle glycogen as well.

If you’re just looking for supplements for day-to-day life or to soothe your hungover brain, you don’t need as high a concentration of sodium or carbohydrates in your electrolyte powder. Brownstein says to choose an option within the context of your daily habits and diet. Most people already consume the recommended 2,300 milligrams of sodium per day, she says, so if you’re not depleting sodium stores with intense exercise, you probably don’t need a powder with a high sodium content. The same is also true for sugar.

The best way to figure out exactly what you need is by undergoing a sweat test, which analyzes the contents of your sweat. But if that’s not a medical need, your best bet is to choose a powder that lives somewhere in the middle of ingredient concentration. That is, unless you’re sweating a ton, working out in high heat, or training in high altitudes, in which case, you should prioritize higher concentrations of sodium and sugar. Brownstein adds that if you notice white, chalky residue on your skin or clothes after working out, you might need to up your sodium intake.

When it comes to synthetic dyes, Balls says the right answer ultimately comes down to personal choice. Luckily, if you want to avoid these ingredients, many of our recommendations omit them.

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To avoid stomach upset, Balls suggests looking for powders that are lower in magnesium (which can have a laxative effect in high amounts). She also says that because calcium and iron can interfere with the absorption of each another, it’s best to choose a powder that has balanced, lower amounts of the two supplements. Brownstein says that high sugar and sodium content can also upset some peoples’ stomachs, and that you should read the labels to help you avoid over-supplementing (or over-caffeinating). If something contains 100 percent of your daily recommended zinc content, for example, you want to make sure you’re not also taking a multivitamin with the same amount of zinc.

Balls says to look for a powder that includes the key electrolytes lost: sodium, potassium, magnesium, and calcium. She says, if possible, to avoid drinks with artificial sweeteners.

Hallie Zwibel, director of the Center for Sports Medicine at New York Institute of Technology, says “in addition to causing upset stomach and reduced fluid absorption, repeatedly consuming high-sugar foods and beverages can lead to diabetes, as well as potential weight gain.” He adds that “while electrolyte packets can help replenish essential minerals lost through sweat, they should not replace daily water intake.”

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FAA grounds Blue Origin's New Glenn after launch fails to deliver payload

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The launch itself, which took place on April 19 from Cape Canaveral Space Force Station, didn’t look like a disaster – at least not at first.
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WiiM Sound Review – Trusted Reviews

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Verdict

A very likeable first wireless speaker from WiiM, the Sound offers a strong feature set, attractive design, and enjoyable sound. If you have a WiiM set-up already, the Sound speaker is an addition that dots the I’s and crosses the t’s to make it an end-to-end WiiM system

  • Warm, clear, spacious delivery

  • Good app

  • Strong feature set

  • Attractive design

  • Perhaps a touch lite with the highs and lows

  • No AirPlay 2 support

  • No spatial audio for immersive audio fans

Key Features

  • Trusted Reviews IconTrusted Reviews Icon

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    Review Price:
    £299

  • WiiM Home app

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    Start your music journey with the Home app

  • 1.8-inch porthole display

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    Keep track of playback and settings with touch screen

  • AI RoomFit

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    Can automatically customise the sound for your room

Introduction

WiiM has enjoyed a meteoric rise from a brand you’ve probably not heard of to one that’s become a mover and shaker in the audio world.

It started with its affordable and very good value music streamers, before introducing amplifiers, subwoofer and now its first wireless speaker in the WiiM Sound.

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WiiM’s been knocking more illustrious and well-known brands out of their step with streamers and amps, but with the Sound its ambitions are a bit higher, taking aim at Apple, Sonos and Bluesound.

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Is the WiiM Sound a worthwhile adversary to some of the best wireless speakers?

Design

  • Porthole screen
  • Touch controls
  • White and black options

There’s certainly a hint of the HomePod 2 with the WiiM Sound. It’s slightly taller and not quite as squat, but both speakers aim for the minimalist vibe all wireless speakers seem to be going for these days.

It’s wrapped in a fabric with black and white options available. On the top surface are disappearing touch controls while the abrasive fabric covering probably stops cats (and other pets) from clawing at the speaker.

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WiiM Sound designWiiM Sound design
Image Credit (Trusted Reviews)

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There’s a 1.8-inch porthole screen that does more than just tell what time it is. It can be customised with different faces (like on a digital watch) with album art, personal photos, and VU meters just some of the options. And the screen also acts as another touch interface, as you can pause music or jump into the settings with a swipe.

The screen is both bright and colourful, and the brightness is adaptive, changing in relation to how much brightness there is in a room (in a dark room it dims). I like the screen porthole, but if you find it distracting then you can turn it off. Or buy the Sound Lite speaker instead.

WiiM Sound porthole detailWiiM Sound porthole detail
Image Credit (Trusted Reviews)

The speaker itself feels well built. At 2.5kg it’s hefty, slightly heavier than the HomePod 2. The cable is not captive, so it can be pulled out, and in a recessed area underneath is where you’ll find the aux and Ethernet ports.

I’m slightly surprised there’s no USB-C input. I would have thought that maybe WiiM might be considered a direct input for high-resolution files or attaching a hard drive but alas, there isn’t the option.

WiiM Sound inputsWiiM Sound inputs
Image Credit (Trusted Reviews)

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App

  • Multi-room support
  • Plenty of customisation
  • Possibility of Alexa smarts

The main means of control is via the WiiM Home app (also known as Linkplay). This is also the means of getting music to the speaker and it is a pretty good way of doing so too.

There’s access to virtually all the main music streaming apps aside from Apple Music. Log in and you’ll be able search music from multiple apps in one place. If you have multiple WiiM speakers you can be logged into a music service on one speaker and not on the other – it’s not universal access, you have to log into to the music app on the speaker itself.

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WiiM Sound presetsWiiM Sound presets
Image Credit (Trusted Reviews)

You’ve got access to 12 presets (which is a lot), though I did have an issue with the presets in that on some occasions none would load, and on others pressing a preset would queue a different track (or a track I recently played).

There is more customisation than I expected for a wireless speaker with the ability to customise the speakers’ EQ for Wi-Fi, Bluetooth and auxiliary input; options of a 10-band Graphic EQ and a Parametric EQ if you want to go into even deeper detail. You can also adjust the bass either manually or automatically through the Dynamic Bass option.

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WiiM Sound EQWiiM Sound EQ
Image Credit (Trusted Reviews)

Audio settings include whether you want to play stereo, mono or through the left and right channels. You can toggle on fade-in and fade-out effects when transitioning between tracks, set the volume limit, enable volume control for each source, and set pre-Gain for source inputs among other features.

While the WiiM Sound isn’t a ‘smart’ speaker in the conventional sense, there’s Amazon Alexa voice control, which you can do via a connected Echo or other Alexa device. Or you can speak into the WiiM Voice Remote 2 Lite (the button is easily missed on the side).

The remote is a simple, stylish-looking affair, and it comes with the WiiM Sound as standard but not with the less expensive Sound Lite. You’ve got playback controls, power on/off volume and source controls, plus access to four (of the 12) presets.

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WiiM Sound remote controlWiiM Sound remote control
Image Credit (Trusted Reviews)

Features

  • Hi-res audio support
  • Stereo pairing with Sound or Lite
  • Room correction software

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The WiiM Sound accepts any incoming audio signal up to 24-bit 192kHz, and it’ll entertain FLAC files along with WAV, AIFF, and DSD (which is downconverted to PCM).

I mentioned in the previous section that it’s happy with Bluetooth 5.3 (AAC, SBC, LC3) and auxiliary sources, and it’ll play just fine with Spotify Connect, Google Cast, Tidal Connect, Qobuz Connect, Roon Ready, DLNA and Lyrion Music Server (LMS) sources too. It doesn’t support AirPlay 2, though.

WiiM Sound ServicesWiiM Sound Services
Image Credit (Trusted Reviews)

If you’ve got multiple wireless speakers at home and a hodgepodge of multi-room systems, the Sound can work within WiiM’s own multi-room system, Google’s and Alexa’s too.

There’s stereo pairing support with either another Sound or a Sound Lite speaker. I’ve found on my iPad Pro, the option to stereo pair didn’t pop up, but it did so so on an iPhone and an Android smartphone. Both the Sound and the Sound Lite have the same driver configuration, and sound exactly alike.

WiiM Sound Stereo PairingWiiM Sound Stereo Pairing
Image Credit (Trusted Reviews)

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Having multiple WiiM Sound speakers also means you can create a home cinema set-up with the Sound acting as either one of the satellites or pulling duty as the centre, alongside the WiiM Amp and Sub models. There’s no immersive audio support such as Dolby Atmos like there is with the HomePod 2 or Denon Home 200.

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One area I didn’t mention in the App section was the room correction software the Sound has. The AI RoomFit can optimise the sound of the speaker for the environment it’s in, similar to Sonos TruePlay. You can choose whether you want to enable it and go through the process, or simply leave it off.

Sound Quality

  • Balanced highs and lows
  • Clear midrange
  • Could use a bit more energy and power

Most of the testing I carried out was with the RoomFit calibration turned on, so the results may differ depending on the room you’re in, but I think that the WiiM Sound is a good-sounding wireless speaker, even if it doesn’t tip into the exceptional category.

You can count on the WiiM Sound to deliver a warm, at times powerful and spacious sound, though I wouldn’t say it’s the most nuanced. A play of Dead Inside Shuffle and compared to the Audio Pro A10 MkII (itself a Linkplay powered speaker), the WiiM offers more energy and joie de vivre, taking a more aggressive delivery.

WiiM Sound AscentWiiM Sound Ascent
Image Credit (Trusted Reviews)

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With test track favourite GoGo Penguin’s Ascent, the WiiM sounds more natural than the Audio Pro, relaying more detail with the instrumentation in the track, a clearer bass performance and highs that are also clearer, more insightful and precise.

To my ears, the speakers strike a solid balance between the highs and lows, though arguably it could be stronger with both.

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There’s weight and some richness to the bass, with the low frequencies avoiding sounding muddied or one-note. The bass feels slightly toned down – more balanced than excitable. That’s fine, I feel, and so while the WiiM doesn’t suffer for a lack of bass, the lows do feel as if they could hit with more welly and punch.

The highs could have more bite and be brighter, but they come across natural enough. It’s not the most dynamic either in terms of jumping from quiet to loud and vice vera, coming across as a little languid.

WiiM Sound music playbackWiiM Sound music playback
Image Credit (Trusted Reviews)

The speaker delivers a similar, consistent sound whether at low, default or higher volumes; though I’d say that when the speaker gets above volume 50, it conveys more energy but the trade off is losing some detail and clarity. The WiiM Sound is a wireless speaker that sounds confident with whichever track I chuck at it, but it’s not necessarily a bold-sounding speaker.

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Vocals sound warm; the WiiM’s performance in the midrange is probably the best aspect of its performance, striking a natural tone with good clarity whether it’s dealing with a male or female artist, or conveying the tone of instruments.

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As a stereo pair what I’ve mentioned above carries over when a Sound (or Sound Lite) are paired together. There’s nice depth to the sound, actual left and right channels rather than slightly spaced apart, with a little more weight and power to bass, but overall a clear and balanced performance. It’s the same sound as a standalone speaker times two.

WiiM Sound stereo pairWiiM Sound stereo pair
Image Credit (Trusted Reviews)

Should you buy it?

Got a WiiM streamer? Or Amplifier? Then it’s something of a no-brainer to add this speaker to the system and complete the circle.

The HomePod 2 is the same price and offers better integration with Apple devices and smart systems.

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Final Thoughts

The WiiM Sound is a wireless speaker that’s very likeable. It ticks the boxes from what you’d want from a wireless speaker and adds a few flourishes of its own into the mix.
 
The design is well-conceived, and the porthole is a nice addition that gives the WiiM a different flavour from the rest. The feature-set is strong, though the lack of AirPlay 2 will bother Apple fans and this isn’t a speaker that offers spatial audio if that’s of interest. If you want what the WiiM offers but can do without the porthole (or remote), the Sound Lite is the less expensive option.
 
But for a first attempt, this is a strong effort from WiiM. The sound could be a bit bolder but what’s offered is likeable and entertaining. It’s certainly in the mix with some of the best wireless speakers from the likes of Apple, Sonos and Denon.

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How We Test

The WiiM Sound was tested for five weeks with a range of music tracks to test treble, midrange, and bass frequencies.

  • Tested with real world use
  • Tested for five weeks

FAQs

Does the WiiM Sound support spatial audio?

There’s no immersive audio support such as Dolby Atmos Music for this speaker.

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Full Specs

  WiiM Sound Review
UK RRP £299
USA RRP $299
Manufacturer WiiM
Size (Dimensions) 146 x 146 x 194 MM
Release Date 2025
Audio Resolution Up to 24-bit/192kHz
Driver (s) 4-inch woofer, Two full-range tweeters
Ports Ethernet, aux input
Audio (Power output) 100 W
Connectivity Wi-Fi 6, Spotify Connect, Tidal Connect, Google Cast, Qobuz Connect, Bluetooth 5.3, DLNA, Roon Ready
Colours Black, White
Frequency Range 50 20000 – Hz
Speaker Type Wireless Speaker

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What Is Market Intelligence & How Is It a Proven Roadmap For Growth?

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What Is Market Intelligence & How Is It a Proven Roadmap For Growth?

When you plan to start a business, the primary advice given is “first gather knowledge about the field, take some work experience, and understand your industry and market.” Because imagine starting a business or coming up with a new idea or product for your business expansion, only to find your competitor has already done it a week ago. It won’t give you the expected results or growth; that is where market intelligence steps in. In today’s cutting-edge era, it saves you from falling behind. In this blog, we will understand what market intelligence is, its types, and how to execute it. 

Definition 

Market intelligence is the collection and analysis of data to understand a company’s positioning among competitors, customers, industry trends, and advancements. This data processing offers a competitive edge and enables more informed decision-making for a business. 

It is about getting the information at the right time, at the right place. One of the recent market intelligence examples is Netflix, which is one of the largest OTT platforms that leverages user data to personalize content, driving 90%+ customer retention, which saves $1 billion annually.

Types of Market Intelligence

Types of Market Intelligence

Different branches of market intelligence answer different questions. Let’s understand each in depth:

1. Competitor Intelligence

It is full proof record of your rivals, what they are doing, their weak points and strengths, where they stand in the market, and what it is that customers appreciate and don’t like about them. By knowing so much about your competition, you can tailor strategies, get a competitive advantage, and also understand what not to do. 

This branch deals with what others are doing in the market. 

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2. Product Intelligence

This intelligence arm works on gaining insights about individual products as to how they perform in the bigger market. It is a combination of sales data, pricing models, and consumer feedback. Product intelligence also helps in understanding which features are liked by customers and how they are impacting pricing and margins under pressure, and available alternatives. These insights support product updates and market priorities. 

This branch tells you what is selling in the market.

3. Industry & Market Trend Intelligence

This is about being well-versed in your industry type and market at a broader level. It covers market size, growth rates, KPIs, government rules, technical changes, and larger persuasive trends that can market even overnight or at a rapid pace. Data such as internet search reports, industry business reports, and public statistics are used. This allows you to adjust your strategies in time and to consider what innovations can be done to stay ahead. 

This branch guides you about market demands and needs. 

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4. Consumer Intelligence

This data collection and study is to deeply understand your customers’ behaviors, needs, and satisfaction. Data, including survey results, user feedback, etc., etc are useful to build better communication, refine consumer needs, expectations, and value propositions. This is beneficial to understand the buyer journey. 

This branch is a connection between a business and its users, and it tells what they are looking for and why they choose a particular brand. 

Marketing Intelligence Services

We will discuss some of the best market intelligence services.

1. Adverity

It is a fully integrated data platform, and its strength lies in automation, connectivity, transformation, governance, and utilization of data at a large scale. The complicated set of data is turned into usable insights. It is best for teams wanting control over pipelines. Though it has some challenges, including a steep learning curve, IT help, and the requirement of technical skills. 

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2. Improvado

Improvado is a full suite marketing analytics platform made for the AI era. The platform connects over 1000 data sources in any direction and can be built in minutes. It allows you to launch campaigns from a single prompt, along with offering dashboards and reports. It is one of the best platforms for internal teams or agencies with mixed sources and custom needs. Fallbacks can be a technical oversight with complex custom data pipelines. 

3. Funnel 

Funnel helps businesses and teams to move beyond reporting towards true incremental impact, predict budgets, and mimic different media allocations without needing to stitch separate tools or waiting for engineering resources. It is a great help for marketers who need more than dashboards. Also it can be used in a non-coding way with enterprise scalability and offering advanced measurement out-of-the-box. It is designed to focus on marketing and not finance/HR. 

How Beneficial is Marketing Intelligence Research?

How Beneficial is Marketing Intelligence Research?
  • Improved Products: Derived insights help make the products more updated, make sure that the new releases are in alignment with consumer demands. Consumer feedback reports also help in understanding what is being liked in the product and what needs to be improved or changed.
  • Enhanced Marketing Effectiveness: As the intelligence keeps the campaigns in line with market needs, it results in better impacts in the competitive landscape.
  • Risk Mitigation: When you have enough data to understand the current scenario and what has happened in the past, it gives you the power for predictive analysis and to take proactive measures. This helps in reducing the chances of unexpected setbacks. 

FAQs

What type of data is used in market intelligence services?

The data used in market intelligence is an amalgamation of qualitative and quantitative data. Type of data, such as consumer surveys, feedback reports, sales data, competitor analysis, and secondary research. This all-encompassing set of data gives a 1000-foot and 360-degree view of the market.

How important is market intelligence & what are its key elements? 

Market intelligence is a vital process and must be done on a regular basis to ensure a competitive advantage and stay updated about market shifts. The key elements of marketing intelligence include data collection, organizing and processing, analysis, interpretation, decision, implementation, and feedback. 

Is market intelligence important and relevant for small businesses? 

Yes, absolutely. All the more, it will be more beneficial for a small business as market intelligence gives a complete view of the market, empowering small businesses to compete effectively and assertively against the big firms. 

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Final Word

Learning about what market intelligence is and executing it to make the best of data is important for every business today. By collecting data and analyzing it, businesses can make informed decisions and avoid future risks. We discussed the importance of market intelligence and also found out some amazing marketing intelligence platforms. In this blog i have also mentioned how different types of marketing intelligence offer solutions to different segments of external positioning of a business in the market. Thus, marketing intelligence is essential for a complete and broader view of the marketplace. 

Stay in touch for more marketing insights. 

Related: What Is Bandwagon Advertising? Example, Advantage And More

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DOJ Extends Website Accessibility Deadline. Will It Help Schools Get Ready?

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As the clock ticked down, schools were simply unprepared to be graded on their assignment.

Federal disability law has required local governments to make their websites accessible for decades.

Two years ago, during the Biden administration, the U.S. Department of Justice published a “final rule” spelling out how schools could measure whether their websites and mobile apps were accessible for students with disabilities, relying on widely accepted guidelines. The agency also set enforcement dates based on population size. For states and local governments with a population over 50,000, the first date would have taken effect later this week.

Experts told EdSurge at the time that it was an important milestone that shifted the burden of responsibility from families of students with disabilities — who often have to labor to even access class materials — and onto schools and the vendors that work with them. In the years after the pandemic’s forced switch to remote learning, it seemed even more vital.

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But Monday, the DOJ published an “interim final rule” that postpones the compliance date to next year.

Disability advocates and policy experts had expected an extension. The federal government had been holding meetings about the rule, as EdSurge recently reported. Testimony revealed that governments were not going to be able to meet well-advertised deadlines, as EdSurge noted.

The extension will “ensure that covered entities better understand the rule’s substance to achieve compliance to the benefit of persons with disabilities,” according to a notice from the Justice Department.

To disability experts, that’s crucial.

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The extra time is “not an invitation to pause” attempts to make sure websites and mobile applications are accessible to all, but rather a chance to get accessibility right, argues Glenda Sims, chief information accessibility officer at Deque Systems, a digital accessibility company.

Digital accessibility is in a different cultural moment than when the original enforcement deadlines were issued.

Schools are facing widespread fatigue and skepticism over their reliance on tech.

Plus, under the Trump administration, shredded grants, mass firings and shifting priorities mean that students with disabilities cannot rely on federal support. For instance, a nonpartisan government watchdog group noted federal actions have led to the dismissal of 90 percent of student civil rights complaints, including from students with disabilities.

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Lately, accessibility lawsuits have surged, with more than 3,000 filed last year.

For schools and vendors, there’s still pressure to be proactive, experts argue.

Taking the next year to invest in accessibility will set institutions up to avoid an endless cycle of accessibility audits and remediation, according to Sambhavi Chandrashekar, global accessibility lead at D2L, which operates a learning management system. That means putting money into procurement systems, training for those who create course content, and tools that produce accessible content by default, she explained in a note to EdSurge. But that could prove useful. For example, a U.S. district court recently dismissed an accessibility lawsuit against a website for an eyeglasses vendor, which Chandrashekar attributes to the company’s ability to show it had a documented and ongoing accessibility program.

Right now, most schools are not accessible because they started too late, argued Sims of Deque, in a note to EdSurge. If schools interpret the DOJ’s extension as permission to delay accessibility efforts, they will fall farther behind, she added.

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Schools that use this time to build resilient systems and treat accessibility like other responsibilities, such as security and privacy, will fare the best, Sims said.

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OnePlus Ace 6 Ultra Pairs a Strong Phone With a Snap-On Controller That Turns It Into a Portable Console

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OnePlus Ace 6 Ultra Smartphone God Gun Gaming Controller Add-On
Smartphones have long promised a world of gaming on the go, but most of the time we’re still tapping away at our glass screens, with nothing to grip onto when things get hot. OnePlus took a close look at this and set out to solve the problem by designing the Ace 6 Ultra around a simple concept: give the phone an optional add-on with genuine buttons and a reasonable grip while keeping the screen open for touch controls. Surprisingly, it feels exactly like upgrading to a standard handheld console, and it works much better than you might expect.



When you slide the phone into the lightweight case, it simply clicks into place, wrapping around the back and stretching out to each side for a comfortable fit in your palm. Four buttons on the back perform their functions, two of which double as triggers and two of which are conventional input buttons, all of which can be customized in games as desired. You keep your thumbs on the screen for movement and camera control, just like many people do while playing claw-style, and the back buttons handle things like aiming, firing, and special powers without requiring you to relearn everything. The switches inside those buttons have a 1000hz polling rate and a response time of roughly 1.8 ms, so your inputs are nearly instantaneous, even in ultra fast shooters.

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If you spend hours playing the most demanding titles, you’ll welcome the extra cooling option. A small fan clips in between the back buttons and discreetly draws heat away from the phone, maintaining frame rates rather than allowing the processor to go down after 20 or 30 minutes. The cover also helps by shifting the USB-C connector to the bottom of the phone, keeping it out of the way when playing, and a built-in antenna boosts signal strength for online matches. However, the configuration does not need you to abandon touch controls entirely, as it simply adds some great, dependable physical feedback to what you currently get from the screen.

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OnePlus Ace 6 Ultra Smartphone God Gun Gaming Controller Add-On
Inside the Ace 6 Ultra, the hardware has been adjusted to match the controller’s emphasis on long-term performance. The phone’s 8600 mAh battery allows for long sessions without worrying about it running out of energy. When you need a recharge, fast charging gets it back up and running quickly. The 6.78-inch flat screen operates at 1.5K resolution and refreshes 165 times per second, so browsing through menus or playing games never seems choppy. The star of the show here is MediaTek’s Dimensity 9500 processor, which is supported by other components designed specifically for esports tasks such as low-latency touch response and graphics features such as ray tracing in games that support them. RAM and storage options include up to 16GB of RAM and 1TB of storage, giving you plenty of room to download your favorite games and background apps.

At launch, you’ll have two color options to pick from: a deep black finish that’s unobtrusively black and a sandy metallic option that catches the light without being too blinding. At the back, you’ll find a 50 megapixel main sensor, which is useful for taking quick photos between matches, though, let’s be honest, photography is probably way down the priority list when gaming is the main event here. OnePlus plans to unveil the handset + controller on April 28th in China, but there’s no word on when it’ll be available in other parts of the world, or how much it’ll cost.
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