Friday Fives, Vol. 305
The Working Assembly
Design-led creative agency based in New York City and working globally.
Every Friday, we highlight five things we have on our radar that we think should be on yours, too.
This week, we’re biting into the Apple of AI, getting heated over PR gifting pollution, generating opinions on misinformation, playing Roblox at work, and getting therapy from Spotify.
1. Apple Says ‘Aye, Aye’ to AI
They finally caved. Apple just unveiled their new “Apple Intelligence” for iPhones, a system to offer tools for writing, proofreading, coding, and upgrading Siri’s sentience, all through the power of generative AI. While Apple was previously wary of utilizing this tool, they are claiming this is different from their counterparts’ forays into AI, like Microsoft. Apple is aiming for “privacy,” a hot-button topic in light of the new X feature of hidden likes. Rather than sending your info to data centers, it happens all within the lil’ AI guy in your phone. Though, it begs the question: Is any artificial intelligence tool really private? We’re postponing our worries for now so we can get excited to finally create our own “dinosaur riding a surfboard” emoji.
2. Unbox This Climate Disaster
The recent trend in influencer gifting subscribes to the notion: More is more. With a crowded market, brands are keen to make their unboxings stand out. And what better way than to send out mini fridges packed with beauty and cosmetic samples, which is exactly what Negin Mirsalehi’s hair and skincare brand Gisou did. The #GisouMiniFridge amassed over 53 million views on TikTok. However, in the face of a climate crisis, overconsumption and wasteful PR boxes can seem—dare we say—excessive? Likewise, LANEIGE sent its "bouncy and firm" sleeping mask with an exercise ball in a Tiffany-style box, where the actual mask occupied less than 5% of the PR present. Ultimately, this trend of excess is harming our environment. Perhaps the next best strategy to garner millions of views could include a little more respect for our planet.
3. The Misinformation Superhighway
The journalistic digital landscape is going from your general TMI to TMM (too much misinformation). As AI bots pose as official news sites and reference articles that aren’t real, it’s hard to distinguish who is offering “true” news. A Pew-Knight study just revealed that many Americans are getting their news from TikTok and X. What’s more alarming is that the information is coming from users who Americans have never even heard of (many times because the users don’t actually exist). Generative AI does have a keen ability to mimic the sound of a reputable news journal, though it still has some trouble understanding jokes and sarcasm. So while generative AI is not a threat to a Friday Fives writer, it certainly poses a threat to any social media news reader.
4. Employers: Level Up and Play Roblox
Gen Z wants companies to be more like Roblox. In 2024, the workplace is experiencing a shift in power and trust between employees and employers. Unlike previous generations who adapted to a Tetris-like organizational structure—hierarchical with clear rules and boundaries—Gen Z is game for something different. Akin to their enthusiasm for Roblox, a game that offers complete self-authorship and endless possibilities, Gen Z favors workplace flexibility and autonomy. However, heavily focusing on flexible work location is missing the bigger point. According to a recent Gartner report, Gen-Z engagement impacts employee stress nearly four times more than the work location. In other words: Their level of involvement and enthusiasm for the work matters much more than say being able to work remotely from an Airbnb in Tulum—but we wouldn’t say no to that, either.?
5. Spotify the Spy
Spotify just released its biggest campaign since “Wrapped.” The newest campaign “My Spotify” features real people and their unique listening habits in out-of-home ads. The headlines are relatable, showcasing how Spotify listening can feel as intimate as a real-life relationship. One ad reads: “My Spotify knows me better than my therapist.” Though we have to say, that’s quite a tall order. Additionally, each Spotify user will experience a personalized version of the campaign in the application. For instance, Spotify may serve you your most played song at night with a card that reads: “Me in the evening.” In a similar vein to “Wrapped,” personalization is at the heart of the campaign as well as insights from the platform’s data. We will likely be seeing lots of Chappell Roan cards in the near future.