Finding a path

It isn't easy to set the right tone for a new format, and while I'm not a friend of wondering about things, I take my experience while doing stuff. At the moment, I am trying to figure out the amount of items I want to collect and what fits in and what does not. I think I've got a good mix of things from different corners of the internet.

Ikea's first global ad since the 80s

Ikea did a PR "ad," which got a very interesting twist in the details. Sure in the PR-Blablabla the PR-Lady (Global Marketing Manager) they come up with a make up story about the 80 years heristage of Ikea and the founding. If you look closely into the video, you'll see they try to cover "the rebels" and what they reveal at the end. So they got an old man who's not only a gamer but also a streamer! You have some kids, a lady and her grandchild, which turns into anime to switch to another cultural area (you see Asian people). After that, you'll see a group cooking or some people from South America. Did you get the pattern? For a global ad. Smart. To introduce this with "Don't try this at home" to clarify the rebel layer in this ad. It's not fancy in an entertainment way, but the execution levels are. That's nice. Well Done, McCann Spain. It's a piece of art in some way. ??

Making (famous) Design better

I'm not sure how I landed on this YouTube Video, but it's quite a nice exercise to watch. In the video, Thomas Gargill will take you with him while he's redesigning 5 Adidas Ads/Graphic Designs / Posters. It's challenging to achieve leverage on this level, but he did it.

Just a nice clean website

While I dig deep into some stuff, I ended up on the other side of design madness: typos ??

There's nothing special about this site that makes it special to me. It's so down to earth. Get rid of every bullshit you can think of. Just sell Typos and show them to you. No fckring welcome to the website or other things. Well... to be fair, you don't have to introduce yourself for selling fonts. But most ppl would do it anyway because of ego.

However - there's a button for dark/white mode too.

Gorgeous.

https://typeverything.com/

Avoiding fusion plasma tearing instability with deep reinforcement learning

To be honest, I've got no clue what this is about, but I'm fascinated by the fact that AI can do something like this. I found it somewhere and dug a little bit into it. So, there's a study on how AI can stabilise a thermonuclear fusion power reactor. ??

Maintaining a stable high-pressure plasma is essential for efficient fusion energy production in tokamak reactors (The word "tokamak" is derived from a Russian acronym meaning "toroidal chamber with magnetic coils"., Wikipedia) . However, instabilities such as tearing modes can disrupt the plasma and hinder the fusion process. This study demonstrates how Deep Reinforcement Learning (DRL) can effectively control the plasma current profile and suppress tearing instabilities in real time. Like... what the ai?

https://www.nature.com/articles/s41586-024-07024-9#Abs1

Klarna's Chat Assistant kills it

You'll probably heard it it's all over (my) news outlets. Klarnas' AI assistant handled 70% of its customer service chats in its first month. 2,3 million chats globally. This and other interesting numbers are in the press news on the klarna page: https://www.klarna.com/international/press/klarna-ai-assistant-handles-two-thirds-of-customer-service-chats-in-its-first-month/

That's it.

Until next time.

Kai.