Is Buzzfeed’s Jonah Perretti zigging while the rest of the world zags?

Welcome back to [re]frame what's trending — expert weekly perspectives on what’s happening in business, design, and technology.

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?? BuzzFeed’s new plan: An AI-powered social media platform to help “spread joy”

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Rather than adopting the all-too-common tactics of exploiting user data or hijacking attention, the BuzzFeed CEO wants to tap into AI in a way that gives users genuine agency - enabling them to shape and personalise content experiences.

In an increasingly dystopian tech landscape, it reflects a forward-thinking route that recognises people don’t just want endless feed-scrolling; they want to get back to the 'beer and wine' era of the internet, focusing on user input and creativity.

It may be naive to think there's a Command+Z on the wasteland of present-day social media, but maybe, just maybe, Buzzfeed can lead the way towards a more joyful internet.

Niklas Skovholt Mortensen ,Chief Design Officer Europe, Designit

?? Tesco's Clubcard at 30 – The evolution of retail loyalty

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Congratulations to Tesco on 30 years of pioneering loyalty programs, from simple point-collecting to truly personalised customer experiences.

As retail continues to evolve, loyalty initiatives must keep innovating - particularly around data transparency and user empowerment. By designing programs that offer real value back to customers, we build trust that lasts.

After all, loyalty is more than data points: it’s a continuous conversation rooted in relevance, respect, and genuine brand connection.

Miguel Sabel Pereira , Global Director of Strategy and Sustainability, Designit

?? Most-Watched Super Bowl ads 2025

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A bit like the Chiefs, this year's crop of Super Bowl ads fell short. Why? Probably because they failed to escape the usual clichés, showing little real creativity or memorable moments that would spark a reaction - positive, negative, or otherwise. Brands would rather be seen as wallpaper to the biggest media event of the year than take a risk to stand out.

This risk-averse approach stems from an over-reliance on safe bets and tried-and-tested formulas, where playing it safe feels more comfortable than pushing creative boundaries.

There was a real opportunity here for brands to break free from convention - to tap into the cultural conversations shaping society in ways that feel relevant and meaningful. Instead, we got Seal...as a seal.

Surface-level laughs and nostalgia can be effective, but if brands want to create something truly resonant, they need to engage with the emotions and challenges that define the moment, rather than just offering an easy escape.

Nicholas LaManna , Brand Strategy Lead, Designit

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In the meantime, check out some of our top stories:

2025 Customer Experience Predictions: Adaptive Personalisation, Proactive Solutions & Trust-Driven Design || The power of lifestyle choices in shaping a sustainable future || Breaking free from the algorithm: How brands can win back consumers through creativity || How to reimagine mobility in a world obsessed with cars || Design the future: An interview with Anita Gorgin, Global Marketing Strategy Manager at Lufthansa Group || A future shaped by accessibility-first design || Design the future: An interview with Anna Bracht, Brand Strategist at Lufthansa Group