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From Svedka to Anthropic, brands make bold plays with AI in Super Bowl ads

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Following last year’s trend of showcasing AI in multimillion-dollar ad spots, the 2026 Super Bowl advertisements took it a step further by leveraging AI both to create the commercials and to promote the latest AI products. Love it or hate it, the technology has become a star in its own right, alongside the latest movie trailers and snack brands. 

Let’s explore the biggest moments from this year’s Big Game ads, which featured everything from robots and AI glasses to a touch of drama involving tech founders.

Svedka

Vodka brand Svedka went with what it touts as the first “primarily” AI-generated national Super Bowl spot. The 30-second ad, titled “Shake Your Bots Off,” features the company’s robot character, Fembot, and her new companion, Brobot, dancing their circuits off at a human party.

According to Svedka’s parent company, Sazerac, it took roughly four months to reconstruct the Fembot and train the AI to mimic facial expressions and body movements, The Wall Street Journal reported. However, the vodka brand noted that certain aspects were still handled by humans, such as developing the storyline.

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​The company partnered with AI company Silverside to create the Super Bowl spot, according to ADWEEK. Silverside AI is the same team behind recent AI-generated Coca-Cola commercials that sparked controversy.

​It’s a bold move to debut AI-generated content during the Super Bowl, an event known for star-studded, high-production ads. The heavy reliance on AI is polarizing, fueling debates over whether AI will replace creative jobs.

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Either way, Svedka definitely got people talking.

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Anthropic

Anthropic’s ad wasn’t just about selling its Claude chatbot; it was about throwing shade. The commercial took a jab at OpenAI’s plan to introduce ads to ChatGPT, with a tagline: “Ads are coming to AI. But not to Claude.” Rather than focus solely on Claude’s features, it poked fun at the idea of your helpful AI assistant suddenly turning into a hype man for “Step Boost Maxx” insoles, for example.

It wasn’t a standard product pitch, and it escalated into an online feud. OpenAI’s Sam Altman fired back on social media, calling the ad “clearly dishonest.” So while we didn’t get any more Kendrick vs. Drake rap beef this time around, maybe we did get our own AI, nerdy version of it.

Meta spotlighted its Oakley-branded AI glasses, designed for sports, workouts, and adventures, including extreme scenarios such as chasing down a departing plane. 

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The ad showcased thrill-seekers, from skydivers to mountain bikers, using the glasses to capture epic moments. Famous faces like IShowSpeed and filmmaker Spike Lee made appearances, demonstrating capabilities like filming a basketball dunk in slow motion, posting hands-free to Instagram, and other advanced features.

The tech giant also featured its wearable AI tech in last year’s Super Bowl ad to spark consumer interest, with stars like Chris Pratt, Chris Hemsworth, and Kris Jenner showing off Ray-Ban Meta glasses.

Amazon

Amazon’s ad took a cheeky (and slightly unsettling) approach, starring Chris Hemsworth in a satirical “AI is out to get me” storyline. The commercial exaggerates common fears about AI, with Hemsworth humorously accusing Alexa+ of plotting against him. Scenes included Alexa+ closing the garage door on his head and shutting the pool cover while he swam, each mishap escalating in absurdity.

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Beyond the dark comedy, the ad introduced the new Alexa+, showcasing its enhanced intelligence and capabilities, ranging from managing smart home devices to planning vacations. Alexa+ had been available in early access for over a year and officially launched to all U.S. users on Wednesday.

Ring

Ring’s commercial spotlighted its “Search Party” feature, which leverages AI and a community network to reunite lost pets with their owners. The ad followed a young girl searching for her dog Milo, illustrating how users can upload a pet’s photo to the app, where AI works to identify matches and taps into nearby cameras and the broader Ring user community to help track down missing furry family members.

Ring recently announced that anyone can now use Search Party, even without owning a Ring security camera. According to the company, the feature has already helped reunite more than one lost dog with its owner every day.

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Google

Google’s ad showcased the Nano Banana Pro, its newest image-generation model. The commercial followed a mother and son as they used AI to envision and design their new home, uploading photos of bare rooms and turning them into personalized spaces with just a few prompts.

Ramp

Ramp scored big by getting Brian Baumgartner — the actor who played Kevin in “The Office” — for its Super Bowl commercial.

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In the spot, Baumgartner uses Ramp’s AI-powered spend management platform to “multiply” himself, effortlessly tackling a mountain of work. The ad highlights how Ramp’s all-in-one solution helps teams focus on the most important tasks through smart automation.

And, as a playful nod to his TV persona, Baumgartner is seen carrying a pot of chili in the ad, referencing Kevin’s legendary scene where he brings his cherished recipe for his co-workers to try, only to disastrously spill the entire pot on the floor.

Rippling

Rippling, the cloud-based workforce management platform, went all in on its first-ever Super Bowl ad. The company tapped comedian Tim Robinson in a spot about onboarding an alien monster, poking fun at HR headaches and the promise of AI automation.

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Hims & Hers

Health company Hims & Hers used its Super Bowl spot to address disparities in healthcare access. The ad cleverly references the lengths the wealthy go to for health and longevity, even appearing to poke fun at Jeff Bezos’ Blue Origin spaceflight in 2021 and Bryan Johnson’s expensive anti-aging routines.

In recent years, the company launched an AI-powered “MedMatch” tool to deliver more personalized treatment recommendations, especially for mental health and wellness.

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Wix

Website builder Wix spotlighted its new AI-powered Wix Harmony platform, promising website creation as easy as chatting with a friend. Unveiled in January, the flagship platform combines AI-driven creation and “vibe coding” with full visual editing and customization.

Wix’s biggest competitor, Squarespace, also has a Super Bowl ad this year. Squarespace’s ad has a more cinematic approach starring Emma Stone and directed by Yorgos Lanthimos.

This post was initially published on February 6, 2026.

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Amazon Kindle Paperwhite drops to Black Friday pricing

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Twelve weeks of battery life from a single charge is the number that separates the Kindle Paperwhite from almost every other device in your bag, and at £134.99 it is now priced where it belongs for anyone serious about reading.

The Kindle Paperwhite drops from £169.99 to £134.99 in its 12th generation form during this Spring Deal Days, the newest version Amazon has released.

Amazon Kindle Paperwhite 2024Amazon Kindle Paperwhite 2024

Amazon Kindle Paperwhite hit Black Friday pricing

Amazon’s Kindle Paperwhite has hit its Black Friday price once again, offering a standout deal.

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It’s flagged in our best Kindle buying guide as the best option for most people, in you’re looking for more backup. We also added the 4.5-star review of the Paperwhite: “The Kindle (2024) is great, but the Paperwhite is just a bit more luxurious. It has a nicer, flush screen and a warm light that’s easier on the eyes.”

The 7-inch Paperwhite display runs at 300ppi with a higher contrast ratio and 25% faster page turns than the previous version, which means text renders crisply and scrolling between pages feels more immediate than older Kindle models managed.

The front light adjusts from white to warm amber, so the Kindle Paperwhite remains comfortable whether you are reading in direct sunlight or a completely dark room without straining your eyes.

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IPX8 waterproofing rated to two metres of fresh water for 60 minutes means the Kindle Paperwhite travels to the pool or bath without any anxiety, and the flush-front design keeps the screen protected in a bag.

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The Kindle Paperwhite carries 16GB of on-device storage, which holds thousands of titles locally, with free cloud storage for your full Amazon library, without taking up space on the device itself.

Charging takes approximately 2.5 hours via USB-C with a 9W power adaptor, which is a fast enough turnaround that plugging in overnight once every few months is all the maintenance the Kindle Paperwhite realistically demands from a regular reader.

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The ad-free version at £134.99 does contain lock-screen promotions, and at a price point that matches Black Friday levels outside of November, the Kindle Paperwhite represents straightforward value for anyone who reads regularly and wants a device built around nothing else.

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MAGA Suddenly Quiet About Overseas Influence Now That Larry Ellison’s Warner Bros Bid Has Saudi, Chinese Backing

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from the 100%-bad-faith dept

You might recall that during the great mass TikTok hyperventilation of 2021-2025, there was no limit of face fanning by Republicans like Brendan Carr about overseas involvement in social media. Carr was so particular on this subject, he scuttled an FCC program aimed at shoring up “smart” home device security standards because one of the testing labs (unsurprisingly) did business in China where this stuff is made.

Fast forward to this year, and Carr curiously has zero problems with significant Saudi and Chinese investments in Larry Ellison and Paramount’s efforts to acquire Warner Brothers. Though Carr’s actual regulatory oversight of the deal is limited given the lack of public broadcast licenses involved, he took to CNBC anyway to insist the massive $111 billion deal should likely fly through regulatory approval:

“If there’s any FCC role at all, it’ll be a pretty minimal role. And I think this is a good deal, and I think it should get through pretty quickly,” Carr added.

Carr told CNBC that Netflix “would have a very difficult path” getting regulatory approval, adding that Paramount’s was “a lot cleaner, does not raise at all the same types of concerns.”

“I think there’s some real consumer benefits that can emerge from it,” he added.

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Carr’s (and Republicans’ more generally) gushing excitement comes despite the fact that significant structural overlap between Paramount and Warner Brothers will mean significantly more layoffs than we would have seen during the originally proposed Netflix Warner Brothers tie up. Layoffs that will likely be much worse than past Warner deals due to the absolutely massive debt involved.

This is before you even get to Larry Ellison’s obvious quest to built autocratic-friendly state television, the likes of which coddles authoritarianism and, in countries like Russia and Hungary, ultimately led to the total decimation of serious truth-to-power journalism.

Then there’s the $24 billion in combined funding for the Paramount deal from Middle Eastern sovereign wealth funds, including Saudi Arabia’s Public Investment Fund (PIF). As well as the recent announcement that Chinese company Tencent is weighing a significant investment. Before his deal was scuttled, Netflix CEO Ted Sarandos was pretty pointed about this being a problem:

“Before pulling out of the deal, Netflix co-CEO Ted Sarandos – speaking to the BBC in London on the morning after the recent BAFTA Film Awards – called the Gulf sovereign funds backing Paramount’s bid a “bad idea,” noting that they are from “a part of the world that is not very big on the First Amendment.” 

“It seems very odd to me with the level of investment that we’re talking about that they’d have no influence or editorial control over media in another country,” Sarandos added.

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If you recall the multi-year right wing hysteria campaign about TikTok, it was fixated on the idea that having any overseas involvement in U.S. media was a doomsday scenario (they were not subtle or flexible on this point). Of course Trumpism immediately proceeded (with bumbling Democrat help) to “fix” this problem by offloading the company to Trump’s technofascist friends, while still maintaining a significant investment presence by the Chinese.

When Netflix was planning to buy Warner Brothers, Republicans engaged in no limit of face-fanning, featuring threats of “investigations” by Republican Attorneys General, and a phony Trump DOJ “investigation” into the antitrust concerns raised by the deal. But when a technofascist ally oligarch wants to own a major media property, with Saudi and Chinese help, all of that mysteriously disappears.

It’s almost as if Trump Republicans have no coherent ideology beyond their own power and unchecked wealth accumulation, and all of their posturing on issues like antitrust and national security, routinely propped up by a lazy press, is as hollow as a Dollar Store fake chocolate Easter bunny.

Filed Under: brendan carr, china, consolidation, journalism, larry ellison, media, mergers, national security, saudi, saudi arabia, soft power

Companies: netflix, paramount, warner bros. discovery

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Starlink’s V2 satellites will deliver 5G speeds from space

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Starlink is preparing a major upgrade to its satellite network, with next-generation V2 satellites promising what the company calls “5G speeds from space.”

According to Starlink, the new satellites will deliver up to 100 times the data density of the current V1 generation. This could potentially transform how satellite connectivity performs on everyday phones.

So far, satellite-to-phone services have focused more on coverage than speed. Current Starlink mobile connectivity is largely limited to basic messaging and light data use, particularly in areas without reliable cellular coverage. However, the V2 upgrade aims to push that much further. This will bring significantly higher bandwidth and faster data speeds.

One of the more notable changes is compatibility. Starlink says the upcoming system will work with hundreds of existing LTE smartphones. This will allow devices to connect directly to satellites without needing special antennas or hardware. In practice, the satellites will act like cell towers in low Earth orbit. Therefore, they will enable phones to maintain a connection even when conventional networks aren’t available.

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SpaceX plans to launch up to 15,000 V2 satellites as part of the broader Starlink constellation expansion. Early testing of the upgraded network is expected to begin around early 2027. Although the full performance gains will depend on how quickly the larger constellation can be deployed.

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In the meantime, the company has already begun launching V2 Mini satellites. These are designed to bridge the gap between the current generation and the full V2 rollout.

Starlink is also working with mobile operators to make the system more seamless. Partnerships including one with T-Mobile in the US aim to allow phones to switch between satellite and terrestrial networks without noticeable interruptions.

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If the network scales as planned, Starlink suggests peak speeds of around 150Mbps per user could eventually be achievable. That would be a major leap for satellite connectivity. Historically, satellite networks have lagged far behind conventional cellular networks in both speed and capacity.

For now, though, much of that promise depends on the pace of satellite launches and how quickly the full V2 constellation becomes operational. Until then, Starlink’s satellite-to-phone service previously known as Direct to Cell and now branded Starlink Mobile will continue offering more basic connectivity where traditional coverage is limited.

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Today’s NYT Mini Crossword Answers for March 11

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Looking for the most recent Mini Crossword answer? Click here for today’s Mini Crossword hints, as well as our daily answers and hints for The New York Times Wordle, Strands, Connections and Connections: Sports Edition puzzles.


Need some help with today’s Mini Crossword? I thought it was a bit tricky. 1-Down is one of those old-fashioned comic-book sounds that I had to remember how to spell correctly. Read on for all the answers. And if you could use some hints and guidance for daily solving, check out our Mini Crossword tips.

If you’re looking for today’s Wordle, Connections, Connections: Sports Edition and Strands answers, you can visit CNET’s NYT puzzle hints page.

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Read more: Tips and Tricks for Solving The New York Times Mini Crossword

Let’s get to those Mini Crossword clues and answers.

completed-nyt-mini-crossword-puzzle-for-march-11-2026.png

The completed NYT Mini Crossword puzzle for March 11, 2026.

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NYT/Screenshot by CNET

Mini across clues and answers

1A clue: Study of the human mind, informally
Answer: PSYCH

6A clue: Common fixture in a gym bathroom
Answer: SCALE

7A clue: Kinda boring
Answer: HOHUM

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8A clue: Like a commenter without a username, for short
Answer: ANON

9A clue: “All good between us?”
Answer: WEOK

Mini down clues and answers

1D clue: Old-fashioned “Yeah, right!”
Answer: PSHAW

2D clue: Coffeehouse pastry
Answer: SCONE

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3D clue: Google alternative
Answer: YAHOO

4D clue: Sound of a dull thump
Answer: CLUNK

5D clue: Line on the bottom of a pant leg
Answer: HEM

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Daily Deal: The 2026 Complete Firewall Admin Bundle

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from the good-deals-on-cool-stuff dept

Transform your future in cybersecurity with 7 courses on next‑level packet control, secure architecture, and cloud‑ready defenses inside the 2026 Complete Firewall Admin Bundle. Courses cover IT fundamentals, topics to help you prepare for the CompTIA Server+ and CCNA exams, and more. It’s on sale for $25.

Note: The Techdirt Deals Store is powered and curated by StackCommerce. A portion of all sales from Techdirt Deals helps support Techdirt. The products featured do not reflect endorsements by our editorial team.

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'X-Plane 12' flight simulator to take advantage of Nvidia CloudXR 6 in visionOS 26.4

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Apple Vision Pro owners will be able to take to the skies in the “X-Plane 12” flight simulator thanks to visionOS 26.4, which includes support for CloudXR.

Apple Vision Pro with two PSVR2 controllers arranged below it on a dark surface
Apple Vision Pro to get more gaming support via CloudXR

One of the main complaints surrounding Apple Vision Pro is its lack of a broad app ecosystem or VR game library. The latter could be addressed thanks to visionOS 26.4, and developers are already taking notice.
A post in the X-Plane blog shares that X-Plane 12 will launch on Apple Vision Pro “later this spring.” It seems to insinuate that it will launch alongside the release of visionOS 26.4, which includes support for the needed Nvidia CloudXR 6.0.
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Office.eu and the hope for a digitally sovereign Europe

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‘For many years, Europe has relied on American software and therefore created a certain risk of dependency’, said Office.eu’s CEO.

Much has happened over the past few years for Europe to decide to tighten its reigns on data in the region.

Examples include numerous comments from US president Donald Trump threatening action against the EU for its supposed discriminatory actions against US Big Tech, the possibility of the US government compelling US tech companies to share EU data, and not to mention the very same Big Tech companies dominating the region’s market while also violating its laws.

Microsoft 365 was found to have been tracking EU school students’ data illegally, Apple was found to be preventing EU users from exercising choice, and Meta was forcing users to pay or consent to its data tracking.

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Last November, around 900 policymakers and other stakeholders gathered in Berlin to discuss ways to make Europe more technologically resilient, and less dependent on the US.

France and Germany took centre stage, announcing a joint taskforce on digital sovereignty, aiming for a more competitive and sovereign Europe.

“The Digital Sovereignty Summit sends a clear signal – Europe has what it takes to lead the digital age,” commented French president Emmanuel Macron at the time. “Europe is stepping up to accelerate the development of European innovation, to uphold strong data protection and to call for fair market conditions.”

The idea of digital sovereignty has finally taken centre stage in Europe, after years of the region conducting its business and administration on infrastructure made elsewhere.

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It’s unsurprising then that a wholly European-owned alternative to Microsoft Office and Google Workspace, called Office.eu, made its debut last week, promising to enable organisations to regain control over their data and digital operations.

“We have seen more and more how essential it is to become cloud-independent and to rely on software that is built around European values,” said Maarten Roelfs, the CEO of Office.eu. The Hague-headquartered company was founded in 2024 and started operating early this year.

“For many years, Europe has relied on American software and therefore created a certain risk of dependency, but we have also given away the control over our own data. Office.eu proves that we now have a strong European alternative, with sovereignty, privacy and transparency at its core.”

Office.eu runs entirely on European data centres. Built on an open-source foundation, the platform offers a cloud drive, tools such as emails, spreadsheets, presentations and calendar, and video conference services.

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Early access already has nearly 15,000 applicants, Office.eu told SiliconRepublic.com. A phased European rollout is planned for the second quarter.

Office.eu’s Office Suite is not the first of its kind, however. Infomaniak, which describes itself as an “ethical cloud with no bullshit”, launched ‘kSuite’ back in 2022, with a Microsoft Teams alternative called ‘kChat’, and the option to use Microsoft Office with documents hosted in Switzerland.

OpenDesk, created by the German Centre for Digital Sovereignty, offers similar tools for use by the German administration. There are others as well, such as NextCloud, which offers self-hosted file storage and a chat function.

“The Rubicon has been crossed. American tech firms can no longer offer assurances to European companies that their data sovereignty will be protected,” Roelfs told Stories of Purpose.

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Tony Hoare, Turing Award-Winning Computer Scientist Behind QuickSort, Dies At 92

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Tony Hoare, the Turing Award-winning pioneer who created the Quicksort algorithm, developed Hoare logic, and advanced theories of concurrency and structured programming, has died at age 92.

News of his passing was shared today in a blog post. The site I Programmer also commemorated Hoare in a post highlighting his contributions to computer science and the lasting impact of his work. Personal accounts have been shared on Hacker News and Reddit.

Many Slashdotters may know Hoare for his aphorism regarding software design: “There are two ways of constructing a software design: One way is to make it so simple that there are obviously no deficiencies, and the other way is to make it so complicated that there are no obvious deficiencies. The first method is far more difficult.”

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Nvidia and Thinking Machines Lab draw multi-year chip deal

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Nvidia has also made a ‘significant’ investment in Thinking Machines to support its long-term growth.

In a new multi-year partnership announced today (10 March), Thinking Machines Lab will be using Nvidia’s systems to train its AI frontier models. Deployment on Nvidia’s Vera Rubin platform is set to begin early next year.

Mira Murati launched her AI start-up Thinking Machines in early 2025, less than six months after quitting as OpenAI’s chief technology officer. By July 2025, the start-up had already hit $12bn in value after a $2bn seed round, all before it released its first product.

The start-up’s flagship product ‘Tinker’ is a training API for fine-tuning open-source models, designed for researchers and developers. Tinker can be used for a broad range of models, including Llama-3.2B, Qwen3.5, DeepSeek-V3.1 and Kimi-K2.

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“Thinking Machines has brought together a world-class team to advance the frontier of AI,” said Nvidia CEO and founder Jensen Huang.

Huang has previously said that 1GW of AI data centre capacity costs up to $50bn, which would place the latest deal’s value to several billion dollars. In addition, the company has also made a “significant” investment in Thinking Machines to support its long-term growth.

“Nvidia’s technology is the foundation on which the entire field is built,” said Murati, Thinking Machines’ CEO. “This partnership accelerates our capacity to build AI that people can shape and make their own, as it shapes human potential in turn.”

This is the latest in a long range of supports Nvidia has been providing to fuel the AI race. The $4.4trn chipmaking giant participated in a freshly announced $1.03bn seed round into Advanced Machine Intelligence, supported Nscale in its $2bn Series C raise, and pumped $30bn into OpenAI (possibly its last time before OpenAI goes public).

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Last month, Meta promised Nvidia billions of dollars on a multi-year partnership to support its data centre build-out. Meanwhile, Nvidia has been looking ahead to ensure AI-ready 6G infrastructure with a new partnership with telecommunication giants from around the globe.

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Trump Administration Won’t Rule Out Further Action Against Anthropic

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At Anthropic’s first court hearing challenging sanctions imposed by the Trump administration, the AI tech startup asked the government to commit that it wouldn’t levy additional penalties on the company. That didn’t happen.

“I am not prepared to offer any commitments on that issue,” James Harlow, a Justice Department attorney, told US district judge Rita Lin over video conference on Tuesday.

In fact, the government is gearing up to take another step designed to sideline the company from doing business with federal agencies. President Trump is currently finalizing an executive order that would formally ban usage of Anthropic tools across the government, according to a person at the White House familiar with the matter but not authorized to discuss it. Axios first reported on the plan.

Tuesday’s hearing stemmed from one of the two federal lawsuits Anthropic filed against the Trump administration on Monday, alleging that the government unconstitutionally designated it a supply-chain risk and turned it into a tech industry pariah. Billions of dollars in revenue for Anthropic is now at risk, with current customers and prospective ones dropping out of deals and demanding new terms, according to the company.

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Anthropic seeking a preliminary court order suspending the risk designation and barring the administration from taking further punitive measures against the company.

The court appearance on Tuesday was to decide on the schedule for a preliminary hearing, and Anthropic is eager for it to happen soon to prevent further harm to its business. Michael Mongan, an attorney for Anthropic at WilmerHale, told Lin he was less concerned about delaying it until April if the Trump administration could commit to not taking additional action. “The actions of defendants are causing irreparable injuries, and those injuries are mounting day by day,” Mongan said.

After Harlow declined, Lin moved up the date of the hearing to March 24 in San Francisco, though that timeline was still later than Anthropic wanted. “The case is quite consequential from both sides, and I want to make sure I’m deciding on an expedited record but also a full record,” the judge said.

Scheduling in the other case, which is in Washington, DC, is on hold while Anthropic pursues an administrative appeal to the Department of Defense, which is expected to fail on Wednesday.

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The months-long dispute between the Pentagon and Anthropic began when the AI startup refused to sign off on its current technologies being used by the military for any lawful purpose, which it fears could include broad surveillance of Americans and the launch of missiles without human supervision. The Defense Department contends usage decisions are its prerogative.

Several attorneys with expertise in government contracts and the US Constitution believe the administration’s action against Anthropic continues a pattern of abusing the law to punish perceived political enemies, including universities, media companies, and law firms (such as WilmerHale, the firm representing Anthropic). The experts believe Anthropic should prevail, but the challenge will be overcoming the deference that courts often give to national security arguments from the government, especially during times of war.

“If this is a one-off, you might give the president some deference,” says Harold Hongju Koh, a Yale Law School professor who worked in the Barack Obama presidential administration and has written about the Anthropic case. “But now, it’s just unmistakable that this is just the latest in a chain of events related to a punitive presidency.”

David Super, a Georgetown University Law Center professor who studies the constitution, says the provisions the Defense Department used to sanction Anthropic were designed to protect the country from potential sabotage by its enemies.

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