A growing number of North Korean IT workers are posing as remote freelancers from other countries in an effort to gain access to companies in Europe, raising concerns about potential espionage, data theft, and operational disruption.

According to Google’s Threat Intelligence Group (GTIG), these workers—who refer to themselves as “warriors”—are securing remote roles with foreign organisations to generate revenue for the Democratic People’s Republic of Korea (DPRK). The activity, previously concentrated in the United States, is now increasingly being observed in European countries such as Germany, the United Kingdom, and Portugal.

Since GTIG’s last report on DPRK IT worker activity, recent crackdowns in the US have made it more difficult for these individuals to secure and maintain employment there. According to a blog post by Jamie Collier, lead adviser for Europe at Google’s Threat Intelligence Group, GTIG has observed a rise in operations globally, with particular growth in Europe over the past few months. Countries targeted include Germany, the UK, and Portugal.

The workers often misrepresent their nationalities, claiming to be from countries such as Italy, Japan, Malaysia, Singapore, Ukraine, the United States, and Vietnam. They find jobs through freelance platforms like Upwork and Freelancer, as well as communication channels such as Telegram. Payments are typically made in cryptocurrency or through digital payment platforms including Wise and Payoneer.

Upwork provided a statement following publication, clarifying it did not receive the initial request for comment. The company said:

“Fraud prevention and compliance with US and international sanctions are critical priorities for Upwork. The tactics outlined in this report represent a challenge that affects the entire online work industry, and Upwork is at the forefront of combating these threats. Any attempt to use a false identity, misrepresent location, or take advantage of Upwork customers is a strict violation of our terms of use, and we take aggressive action to detect, block, and remove bad actors from our platform.

Upwork has long invested in industry-leading security and identity verification measures, deploying advanced technology alongside a dedicated team of global professionals across legal, investigations, intelligence, identity risk management, compliance, anti-money laundering, and machine learning detection. These experts work relentlessly to prevent fraudulent activity before it reaches our customers, and quickly respond to new methodologies and trends.

As fraud tactics evolve, Upwork continuously enhances its proactive screening for attempts to bypass geographic restrictions, monitoring for signs of misrepresentation both before and after contracts begin. Our sophisticated detection tools, paired with strong partnerships with law enforcement and regulatory bodies, enable us to take swift and decisive action when fraudulent behaviour is identified.

While no online platform is immune to fraud, Upwork is setting the standard for trust and safety in the industry. We will continue to invest in cutting-edge fraud prevention measures and vendor solutions, collaborate with industry stakeholders, and innovate to protect our customers and uphold the integrity of our marketplace.”

Freelancer, Telegram, Wise, and Payoneer did not respond to requests for comment.

GTIG reports that since October, there has been an uptick in cases where previously terminated workers attempt to extort their former employers by threatening to leak sensitive company information to competitors. Collier suggested that mounting pressure on these workers may be pushing them toward more aggressive tactics to maintain income.

One case in late 2024 involved a North Korean individual operating under at least 12 separate identities while applying to organisations in the defence and public sectors, reportedly using false references. In the UK, North Korean IT workers have been linked to work ranging from standard web development to more advanced projects in blockchain and artificial intelligence.

Google’s research points to risks associated with bring-your-own-device (BYOD) policies, where employees use personal devices to access internal systems. These setups often lack proper security oversight, making it more difficult to detect unauthorised access.

Authorities in the US and UK have issued multiple warnings about these activities. The FBI has advised firms to improve identity verification practices, while the US Treasury in January sanctioned two individuals and four entities accused of generating revenue for the North Korean government. Officials allege the regime withholds up to 90% of wages earned by these workers.

In a separate legal action, a US federal court in Missouri indicted 14 North Korean nationals in December for allegedly participating in an employment scheme that generated US$88 million over six years. Some of these individuals were reportedly employed by US firms for extended periods, earning hundreds of thousands of dollars without detection.

The UK’s Office of Financial Sanctions Implementation has also responded. In September, it recommended employers implement stricter identity checks, including video interviews, and advised against using cryptocurrency for payments.

Collier noted that North Korea has a long history of engaging in cyber operations to fund its regime. “A decade of diverse cyberattacks (encompassing SWIFT targeting, ransomware, cryptocurrency theft, and supply chain compromise), precedes North Korea’s latest surge,” he wrote.

“This relentless innovation demonstrates a longstanding commitment to fund the regime through cyber operations. Given DPRK IT workers’ operational success, North Korea will likely broaden its global reach. With APAC already impacted by these operations, this problem is set to escalate. These campaigns thrive on ignorance and will likely enjoy particular success in areas of APAC with less awareness of the threat.”

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• Strava closes the account of a runner who posted their activity in North Korea.
• Running in virtualised North Korea enough to earn enforced account closure.
• Strict T&Cs enforced beyond the letter of the law.

Users of the popular fitness-tracking app, Strava, need to be careful of where they exercise, and even where they pretend to exercise.

According to DC Rainmaker, a site that catalogues the owner’s runs, bike rides, and swims, one fitness fanatic has fallen foul of Strava’s Terms & Conditions. A keen ultra-marathon runner and YouTube channel owner had their Strava account locked by the company after posting details of a run she went on while visiting North Korea.

The individual affected lives outside North Korea, but is studying the country as part of her PhD thesis. During a recent visit to the country, she went for a run, and uploaded the activity once back in a country where there is access to the public internet, something that’s off-limits to the native North Korean populace.

After uploading the workout, she received a message from Strava stating her account had been terminated for violating the app’s T&Cs. According to a statement sent to DC Rainmaker from Strava, “In accordance with mandatory US sanctions and export controls, which prohibit the offering of online services to North Korea, Strava does not allow users to post activities occurring [in North Korea].”

In a later statement, the company added, “Strava’s controls are based on feedback from the US Department of the Treasury’s Office of Foreign Assets Control, and we take a broad, zero-tolerance approach.”

The steps taken by Strava are a stricter interpretation of the US Department of the Treasury’s rules than those of other technology companies: Google’s YouTube and various social media feeds show thousands of clips, images, and comments made in and concerned with North Korea.

The rigidity of Strava’s policies (and the automated nature of its algorithmic source-checking) is exemplified by another incident, in which a Strava user went running on a treadmill but merely used North Korea as a virtual environment. They too received a ban from the platform – one that was overturned quickly after the individual’s objection.

The code of conduct that users seem to be in violation of are the parts of US rules around the prevention of exports to North Korea. In the ultra-marathoner’s case, that’s a draconian interpretation of the use of a service not remotely associated with trade with the pariah state.

It’s worth noting that the run was recorded via a Garmin (not Strava) smartwatch. Although smartwatches are officially not allowed inside North Korea, the authorities there are known to turn a blind eye to their use – it is allegedly the presence of geo-location data gathering that is frowned on – and similarly-equipped smartphones are permitted in the country when in the possession of visitors.

Tourism in North Korea is strictly controlled and visitors are carefully shepherded during their state-sanctioned stays. Presumably, going out on a run while enjoying the local scenery is something that’s approved of by the country’s authorities, but termed unacceptable behaviour by the US-based Strava.

Strava has had its fair share of controversy in the past, having given away the location of secret US Army bases and let users see the routes taken by Israeli military personnel when out running. Its erring on the side of caution in the form of rigorous implementation of self-penned Terms & Conditions is, therefore, perhaps understandable, especially in the current political climate in the US, where big tech companies have been quick to side with the ruling executive‘s ideology.

(Image source: “running” by renoleon is licensed under CC BY-NC-ND 2.0.)

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As AI reshapes the marketing landscape, this year’s forum places a special emphasis on AI integration and automation, featuring an impressive lineup of speakers from global brands including The Coca-Cola Company, Unilever, PepsiCo and TikTok.

The two-day conference will run parallel tracks exploring more than 10 crucial themes, from AI-driven marketing strategies to customer experience optimisation. Dr. Luke Soon from PwC Singapore will present insights on ‘Humanising the future of marketing through AI and Automation’ as part of the conference’s focus on emerging technologies.

Several high-impact panel discussions will address the industry’s most pressing challenges. A notable session, ‘From Productivity to Creativity – How to utilise AI in your Marketing Strategy’, brings together experts from Google, PwC Singapore and First Page Digital to explore practical applications of AI in marketing operations.

Key highlights

• Data & AI innovation: Multiple sessions will explore how brands can harness AI for agile marketing insights, with Intel’s Sahaj Khunteta sharing strategies for driving marketing agility through AI-powered analytics.
• Customer experience focus: The conference features dedicated tracks on personalisation and customer-centric strategies, including a panel on ‘Shaping your digital strategy with Personalised Experiences’ featuring representatives from RBL Bank, Pearson and AEON.
• Social media evolution: Alexander Lim from TikTok will present on ‘Leveraging Gen AI to Create for Commerce’, while other sessions explore emerging social media trends and creator economy strategies.
• E-commerce & omnichannel: Industry leaders from ZALORA Group and MoneyHero will share insights on adapting to changing consumer behaviours in the digital commerce landscape.

The event has attracted top-tier sponsors, with HubSpot serving as the Track Sponsor, while Semrush Enterprise and Brandwatch join as Gold Sponsors. This strong industry backing underscores DMWF’s position as a premier gathering for marketing professionals in the Asia-Pacific region.

HubSpot’s Kat Warboys will be presenting a session on ‘From Hype to Reality: AI’s Evolution from Buzzword to Growth Essential’, highlighting how marketing technology continues to reshape industry practices.

For marketing professionals looking to stay ahead of industry trends and connect with leading innovators, DMWF Asia 2025 promises to be an unmissable event. The conference will feature networking opportunities with in excess of 300 senior-level marketers and more than 50 expert speakers across various sectors.

Those interested in attending or learning more about speaking opportunities can contact the organisers at hello@digitalmarketingwf.com. The full agenda and registration details are available on the DMWF Asia website.

Readers can get 25% off their tickets by using the code TECHWIRE at checkout.

As the marketing landscape continues to transform, DMWF Asia 2025 stands as a beacon for professionals seeking to navigate the intersection of technology, creativity and customer engagement in the digital age.

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AirTrunk, a leading name in hyperscale data centres across Asia Pacific & Japan (APJ), is strengthening its foothold in Malaysia with plans for JHB2—its second cloud and AI-ready data centre in Johor’s Iskandar Puteri region. Once fully operational, JHB2 will offer over 270 megawatts (MW) of capacity, meeting the growing needs of global cloud and tech giants setting up shop in the area.

The announcement comes only months after AirTrunk launched JHB1, its first data centre in Johor, which went live in July 2024 with over 150MW. The two projects represent a massive RM9.7 billion (A$3.5 billion) investment, pushing AirTrunk’s total capacity in Malaysia to more than 420MW.

Powering Malaysia’s digital future

JHB2 is set to sit within a key availability zone and will offer seamless cross-border connectivity for customers operating across Malaysia and Singapore. The project supports Malaysia’s digital transformation goals while aligning with the Johor-Singapore Special Economic Zone (JS-SEZ)—a joint initiative aimed at driving regional growth.

Malaysia is positioning itself as the next big data centre hub in Asia, drawing global companies with land incentives and resources, especially as firms look beyond land-scarce Singapore. The approach is working—Johor was recently named Southeast Asia’s fastest-growing data centre market in 2024, driven partly by Singapore’s temporary pause on new data centres.

However, this rapid growth has brought challenges. Johor rejected nearly 30% of data centre applications in 2024, as authorities moved to protect local resources like water and electricity.

AirTrunk’s success in securing JHB2 despite this increasingly selective approval process highlights the company’s reputation and commitment to responsible, sustainable development.

Built for AI, built for the future

Like JHB1, JHB2 is built with AI in mind. It will feature advanced liquid cooling technology, allowing it to handle high-density AI workloads efficiently, all while keeping energy consumption in check.

JHB2’s design emphasises efficiency and sustainability. The facility will operate with a low Power Usage Effectiveness (PUE) of 1.25 and will provide customers with renewable energy options. However, since the proliferation of data centres in Malaysia raises concerns about water scarcity, JHB2 is addressing the resource challenge directly.

Addressing water scarcity with alternative solutions

Malaysia’s data centre expansion is putting pressure on public water supplies, particularly in Johor. The National Water Services Commission (SPAN) has warned that demand from data centres in key states far exceeds availability, forcing the regulator to write new guidelines requiring operators to use alternative water sources such as reclaimed, rainwater, or treated wastewater.

These rules are expected to be enforced by mid-2025, with a target to eliminate data centres’ reliance on potable water within three years.

AirTrunk is already ahead of the curve. The company is exploring the use of treated greywater for cooling at both JHB1 and JHB2, aligning with the government’s push for alternative water sources.

Insiders confirm that AirTrunk’s sustainability plans will ensure both facilities are well-prepared to meet SPAN’s upcoming requirements.

Driving the clean energy transition

AirTrunk’s Net Zero 2030 target is more than just talk—the company is taking real steps to reduce its carbon footprint:

• One of Southeast Asia’s largest onsite solar installations is already up and running at JHB1.
• Malaysia’s first Virtual Power Purchase Agreement (VPPA) has secured 30MW of renewable energy through the Corporate Green Power Programme.

At JHB2, AirTrunk is working with Malaysia’s utility provider, Tenaga Nasional Berhad (TNB), to fast-track high-voltage power supply within 12 months under TNB’s Green Lane Pathway for Data Centres.

The company is also providing land for a new substation, which will assist to improve the region’s power infrastructure.

Investing in local talent

AirTrunk’s involvement is more than just infrastructure; it’s also about people. Malaysia’s workforce is 90% local, with employees earning above-market salaries and having access to career development programs.

The company is supporting digital literacy initiatives and funding STEM scholarships at Universiti Teknologi Malaysia (UTM) to build up Malaysia’s future tech talent pipeline.

Pei Jet Lim, AirTrunk’s Country Head for Malaysia, summed it up this way:

“Combining long-term investment with high value local employment, training and social impact initiatives is central to our approach. As with JHB1, we have also continued to pioneer sustainable practices with JHB2, in line with our commitment to achieving Net Zero by 2030.”

Support from local leaders

The Menteri Besar of Johor, Dato’ Onn Hafiz Ghazi, praised AirTrunk’s continued commitment, emphasising its positive impact on jobs, skill development, and digital infrastructure:

“Ensuring high value employment and training opportunities, like those offered by AirTrunk, alongside the economic contribution of digital infrastructure also ensures a positive legacy for Johor. This will surely help in achieving the vision of Maju Johor by 2030.”

Expanding across Asia Pacific

With JHB2, AirTrunk’s regional footprint grows to 12 data centres across Australia, Hong Kong, Japan, Malaysia, and Singapore—bringing total capacity to nearly 1.8 gigawatts (GW).

For Malaysia, this expansion is about more than building data hubs. It’s fueling cloud and AI innovation while delivering long-term value to the economy, workforce, and environment.

Want to learn more about cybersecurity and the cloud from industry leaders? Check out Cyber Security & Cloud Expo taking place in Amsterdam, California, and London.

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Alibaba Cloud is expanding its footprint in Thailand, launching its second data centre to meet the country’s growing demand for cloud services and support the region’s push toward digital transformation.

The new facility will strengthen Alibaba Cloud’s local capacity, enhancing disaster recovery capabilities and improving performance for businesses adopting cloud and AI technologies – especially those exploring generative AI applications.

“Our latest data centre strengthens our commitment to providing reliable, secure, and high-performance cloud services tailored to the needs of local businesses,” said Sean Yuan, Vice President of International Business at Alibaba Cloud Intelligence.

“With enhanced local infrastructure, we aim to empower enterprises to use the full potential of cloud technology, especially in generative AI applications.”

Expanding presence in Southeast Asia

The opening of the second Thai data centre brings Alibaba Cloud’s global infrastructure to 86 availability zones across 28 regions, further cementing its position as one of the leading cloud provider in Southeast Asia.

The first Thai data centre opened in 2022, and this latest expansion reflects growing demand from businesses in sectors like fintech, retail, and public services.

Alibaba Cloud isn’t alone in ramping up its investment in Thailand. Tencent operates two availability zones in Bangkok, while Amazon Web Services (AWS) launched its first Thailand region in January 2024. Meanwhile, Microsoft and Google are also building data centres, with Microsoft unveiling plans in May 2024 and Google following in September.

Tailored solutions for Thai businesses

With two local data centres, Alibaba Cloud is expanding its range of services to support businesses navigating digital transformation.

The company offers elastic computing, storage, databases, security, networks, AI-powered tools, and data analytics platforms, designed to help businesses tackle industry-specific challenges.

One such option is AnalyticDB’s cloud-native vector engine, which enables Thai fintech and retail businesses to build retrieval-augmented generation (RAG) applications.

The AI solutions assist businesses creating dedicated knowledge bases, managing structured and unstructured data, and developing chatbots and personalised customer experiences.

Alibaba Cloud has also introduced the Container Compute Service (ACS), which uses Kubernetes for workload management.

Building local partnerships and nurturing talent

Alibaba Cloud is actively collaborating with Thai companies and partners to advance digital transformation. The company has partnered with 70 local firms, including Cloud HM, Kaopanwa, Softdebut, Thai Data Cloud, and True IDC, to deliver cloud services and drive cloud adoption across industries.

Thai businesses like True Digital Group – part of True Corporation – are already using Alibaba Cloud’s database and container technologies to enhance the scalability of its energy platform.

Meanwhile, software company Codium has teamed with Alibaba Cloud to offer digital workplace solutions, strengthening the country’s cloud ecosystem. Alibaba Cloud collaborates with universities, including Chulalongkorn University, King Mongkut’s University of Technology Thonburi, Prince of Songkla University, and Bangkok University, offering cloud computing and AI training.

In late 2023, Alibaba Cloud launched its first global skills centre at Chulalongkorn University, providing free courses, boot camps, and AI competitions to help students and professionals build their careers.

A secure and resilient cloud platform

The company holds over 140 security and compliance certifications globally to enhance cyber protection and resilience. With two data centres now in place, businesses in Thailand can use Alibaba Cloud’s scalable platform for workloads that comply with local regulations.

Alibaba Cloud’s expansion in Thailand is part of a broader growth strategy. The company has announced plans to expand in Mexico, the Philippines, and South Korea.

Thailand is emerging as a hub for cloud infrastructure in Southeast Asia. Alibaba’s investment reflects its confidence in the region, and by expanding its presence, the company is offering businesses some of the tools they need to innovate and scale.

Want to learn more about cybersecurity and the cloud from industry leaders? Check out Cyber Security & Cloud Expo taking place in Amsterdam, California, and London.

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OpenAI is shaking things up with a big update to its Model Spec—the rulebook that guides how its AI models should behave. And this time, they’re not keeping it to themselves. The 63-page document is now free for anyone to use, adapt, or build on, giving the broader AI community a peek into how OpenAI thinks about AI behaviour.

This new version is a major expansion from the previous 10-page spec, covering everything from handling controversial topics to giving users more control over how AI interacts with them. The goal? To make AI models more flexible, transparent, and better equipped to let users explore ideas freely—without hitting arbitrary walls.

Why now?

The timing is no coincidence. OpenAI’s CEO, Sam Altman, recently hinted that GPT-4.5 (internally codenamed Orion) is on the way, with GPT-5 not far behind. As AI capabilities grow, so does the pressure to get the rules right. OpenAI’s behaviour team, led by Joanne Jang, says they wanted to get ahead of the curve and address tricky ethical questions that have sparked debates over the past year.

One example? That infamous question about misgendering Caitlyn Jenner to stop a nuclear disaster—a bizarre but revealing prompt that highlighted how hard it can be to program AI to navigate ethics. OpenAI says it’s been rethinking how models should approach these kinds of moral dilemmas.

“We can’t create one model with the exact same set of behaviour standards that everyone in the world will love,” according to Jang in an interview with The Verge. She highlighted that while OpenAI keeps key safety measures in place, users and developers still have flexibility to adjust many aspects of the model’s behaviour.

More flexibility, not fewer safeguards

The updated Model Spec reflects that balance. Users and developers will have more options to tweak AI behaviour—whether that means making the model more formal, casual, or tailored to their specific needs. But OpenAI is clear that some limits will stay. The model won’t encourage self-harm, create deepfakes, or churn out copyrighted content (especially with The New York Times suing OpenAI over content scraping).

Another notable shift is how the company handles controversial topics. Instead of dodging tough questions, the spec encourages models to “seek the truth together” with users—offering thoughtful, reasoned answers while standing firm against misinformation or harmful content.

Mature content and “grown-up mode”

There’s also a more nuanced approach to adult content. After feedback from users asking for a “grown-up mode” (something Altman publicly supported last year), OpenAI is exploring ways to allow certain mature content—like erotica—in appropriate contexts, while keeping strict bans on things like revenge porn or exploitative material.

This is a departure from OpenAI’s previous blanket ban on anything explicit, and it signals that the company is trying to balance creativity and safety.

Fixing “AI sycophancy”

Another area getting attention is AI sycophancy—a fancy way of saying that AI models sometimes agree too easily, even when they shouldn’t. OpenAI wants ChatGPT to feel more like a thoughtful colleague, not a people-pleaser.

That means it should correct users when they’re wrong, offer honest feedback instead of empty praise, and give consistent answers no matter how a question is phrased. The goal is to make interactions more reliable, so users don’t have to game the system to get accurate information. “We don’t ever want users to feel like they have to somehow carefully engineer their prompt to not get the model to just agree with you,” Jang explained.

Who’s in charge?

OpenAI also clarified the chain of command for AI instructions. Platform-level rules come first, followed by developer guidelines, and then individual user preferences. This hierarchy is meant to clear up confusion over what can and can’t be customised when using OpenAI’s models.

Open to the public

Crucially, OpenAI is releasing the entire Model Spec under a Creative Commons Zero (CC0) license, meaning other companies can adopt or adapt it however they like. The company hopes this transparency will spark more industry-wide conversations about AI behaviour—and get feedback from the public.

“We knew that it would be spicy,” Jang admitted. “But I think we respect the public’s ability to actually digest these spicy things and process it with us.”

The company is also open-sourcing the prompts it uses to test whether models are following the guidelines.

What’s next?

While the updated spec doesn’t immediately change how ChatGPT works, it signals where OpenAI is headed—especially with GPT-4.5 and GPT-5 in the pipeline. Altman recently shared on X that GPT-4.5 will be the “last non-chain-of-thought model,” hinting that GPT-5 will be more capable of reasoning through complex problems.

He also promised a simpler product experience, acknowledging that users are frustrated with having to pick between different models. “We hate the model picker as much as you do,” Altman wrote, suggesting OpenAI is moving toward a more unified system.

As all this unfolds, the broader AI industry will be watching closely. With Elon Musk trying (and failing) to buy OpenAI’s nonprofit arm for nearly $100 billion, and legal battles mounting, the pressure is on. But for now, OpenAI is betting that openness and user input will help shape the future of AI behaviour—for the better.

Want to learn more about AI and big data from industry leaders? Check out AI & Big Data Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Intelligent Automation Conference, BlockX, Digital Transformation Week, and Cyber Security & Cloud Expo.

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A dramatic shift in open-source AI development is emerging from China, where startup DeepSeek fundamentally challenges how artificial intelligence evolves. By making its technology freely available for anyone to download, modify, and build on, DeepSeek has ignited a debate about the future of AI and global technological leadership.

The cost revolution in open-source AI development

When DeepSeek’s R1 model overtook ChatGPT as the most downloaded free app on the US Apple App Store in January 2025, it represented more than just market success – it signalled a potential shift in AI economics.

At just $5.6 million in development costs – roughly one-tenth the price of Meta’s similarly open-source Llama model – DeepSeek has demonstrated that cutting-edge AI doesn’t require massive investments. Unlike established players like OpenAI and Anthropic, whose models remain closely guarded secrets, DeepSeek opted for transparency, offering its code and technical documentation to the global developer community.

The approach to open-source AI development hasn’t compromised capability; the model demonstrates reasoning and mathematical skills comparable to more expensive rivals. The implications extend beyond finances. Traditional AI development requires massive computing resources, contributing to high electricity consumption and carbon emissions.

DeepSeek’s efficient training method could pioneer more sustainable AI scaling, which is particularly important as these technologies become ubiquitous. However, the “open-source” designation demands scrutiny. According to the Open Source Initiative (OSI), true open-source AI must provide detailed information about training data and allow unrestricted study, use, and modification of the system.

While DeepSeek has released its model weights and some technical documentation, it hasn’t fully disclosed its training data, raising questions about complete transparency.

Global impact and security concerns

The democratisation of AI through cost-effective open-source development could accelerate innovation worldwide. Smaller companies and developers in regions with limited access to cutting-edge technology can now build on established models rather than starting from scratch. The collaborative approach could catalyse more diverse applications and solutions to real-world problems.

Yet this accessibility comes with risks. Critics, particularly in the US, worry about potential misuse of open-source AI models, from developing bioweapons to spreading misinformation. The controversy intensified when OpenAI announced an investigation into whether DeepSeek may have “inappropriately distilled” its models – essentially using OpenAI’s outputs to train its competing system.

The geopolitical implications are significant. As Meta CEO Mark Zuckerberg noted, “The is a huge geopolitical competition, and China’s running at it super hard.” DeepSeek’s success has prompted reflection on the traditional American model of proprietary AI development, with some arguing that the US should embrace more open methodologies to maintain technological leadership.

Looking ahead, DeepSeek’s breakthrough, with its $5.6 million price tag, could reshape the entire AI landscape. The company has proven that efficient, cost-effective open-source AI development is possible without the massive resources typically associated with cutting-edge models.

This could lead to a more diverse and competitive AI ecosystem, with innovation emerging from unexpected quarters. However, the path forward remains complex. Regulatory frameworks are evolving as governments struggle to balance innovation with security concerns worldwide.

The Trump administration has yet to fully articulate its AI policy, though some officials have supported open-source development. What’s clear is that DeepSeek’s efficient approach to open-source AI development has challenged fundamental assumptions about the field, forcing the industry to reconsider what’s possible with limited resources and an open approach.\

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TikTok is gradually making its way back online in the US after briefly going dark to comply with the divest-or-ban law that went into effect on January 19th. However, users hoping for a smooth return to their favourite ByteDance apps might have to wait a little longer.

While TikTok’s restoration is underway, Google and Apple have yet to reintroduce it – or any other ByteDance-owned apps – on their app stores. Currently, a search for TikTok on the App Store greets US users with a disappointing message: “TikTok and other ByteDance apps are not available in the country or region you’re in.” Over on Google Play, the notice is just as definitive: “Downloads for this app are paused due to current US legal requirements.”

TikTok acknowledged the disruption in a recent statement, saying it is “in the process of restoring service” and thanking President-elect Donald Trump for providing clarity to its service providers. The company expressed gratitude for assurances that supporting the app – like hosting it through Oracle or distributing content via CDN partner Akamai – wouldn’t result in penalties.

The restoration of TikTok highlights how complicated the situation remains. Trump, who has repeatedly promised to “save” the app, has yet to provide a fully detailed plan. Meanwhile, the Biden administration has indicated that enforcing the ban will fall to the incoming leadership. So far, none of the involved parties – Google, Apple, Oracle, Akamai, or TikTok – have commented further, leaving users and developers in a state of uncertainty.

What about other ByteDance apps?

While TikTok’s return offers some hope, ByteDance’s other apps remain inaccessible to US users. Popular tools like CapCut, Lemon8, and the digital card game Marvel Snap are still unavailable, with no clear timeline for their return. The widespread ban surprised many, particularly fans of Marvel Snap, a game with little connection to TikTok-style social media. Even its own developer, Second Dinner, seemed blindsided, posting on X: “The outage is a surprise to us and wasn’t planned. MARVEL SNAP isn’t going anywhere.”

American users trying to access these apps encounter messages similar to the one displayed by TikTok during its outage. For instance, CapCut shows a pop-up reading: “A law banning CapCut has been enacted in the US. Unfortunately, that means you can’t use CapCut for now. Rest assured, we’re working to restore our service in the US. Please stay tuned!” The bans extend beyond these high-profile apps. ByteDance’s less prominent tools, like TikTok Shop Seller Center, Hypic, and Lark, have also been affected. Both Google and Apple continue to display warnings for users attempting to download ByteDance apps, emphasising that current legal requirements prevent access.

Mixed reactions and uncertain outcomes

The legal situation has drawn mixed reactions from US lawmakers and companies. While TikTok’s hosting partners are reportedly relying on Trump’s promises of immunity, not everyone is convinced. Republican Senator Tom Cotton praised app stores for removing ByteDance apps and issued a stark warning. He suggested that any company facilitating TikTok’s operations could face severe legal and financial repercussions, including shareholder lawsuits and action from the Department of Justice.

The debate over TikTok and ByteDance apps is far from over. The divest-or-ban law has created a new level of uncertainty, not only for ByteDance but also for the developers, hosting providers, and millions of users caught in the crossfire.

Instagram steps into the spotlight

Instagram appears ready to take advantage of the chaos. Instagram CEO Adam Mosseri just introduced Edits, a new video editing app developed to compete with ByteDance’s CapCut. In an Instagram video, Mosseri classified Edits as more than just another editing tool. “Edits is more than a video editing app; it’s a full suite of creative tools,” Mosseri explained, emphasising features like a tab for inspiration, tools for organising creative ideas, and a camera. He also teased editing options that include green screens and video overlays – common features on TikTok and CapCut.

For creators who post directly to Instagram, Edits offers engagement metrics, including a live insights dashboard and breakdowns of follower versus non-follower activity.

Although Mosseri did not specifically mention ByteDance, the timing of his announcement seems strategic. As ByteDance apps struggle to overcome legal difficulties, Instagram is presenting itself as the go-to platform for creators seeking alternatives. Edits is set to launch on March 13th, 2025, and is already available for preorder on the iOS App Store.

What’s next for ByteDance?

The future of ByteDance apps in the US remains uncertain. TikTok’s slow return marks a step forward, but there is no word on when other apps like Marvel Snap, Lemon8, or CapCut might come back online. For US users, the uncertainty is frustrating, but for competitors like Instagram, it represents an opportunity to win over disheartened fans.

The situation raises questions about the role of government intervention in technology. ByteDance’s struggles are a reminder of how politics can disrupt innovation and reshape the digital landscape. Whether TikTok and its sibling apps can navigate this storm will depend on ByteDance’s ability to adapt to the challenges of the months ahead. In the meantime, creators and users are left wondering: Will ByteDance regain its footing, or is this the beginning of a new era where only US-based platforms like Instagram are allowed to dominate the creative space on American soil?

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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In just a couple of days, the United States will decide whether to officially ban TikTok. As the clock counts down, TikTok users are finding creative ways to resist the impending ban, and one popular alternative gaining traction is a Chinese app called RedNote, known as “China’s TikTok” by some users.

RedNote, known as Xiaohongshu in China, has climbed to the top of the Apple App Store in the US as TikTok’s fate hangs in the balance. Unlike TikTok, RedNote combines photos, short-form videos, and text posts into a single platform, with content organised into “follow,” “explore,” and “nearby” feeds.

The proposed TikTok ban stems from national security concerns about its ties to its Chinese parent company, ByteDance. In response, many users have turned to RedNote, seeing it as both an alternative platform and a form of protest.

While RedNote shares some similarities with TikTok, it’s not a direct clone. It’s a versatile social media app owned by Shanghai-based Xingyin Information Technology. RedNote offers community-building tools, shopping features, and multimedia sharing. It has quickly become a refuge for American TikTokers, with many encouraging their followers to join the platform as a symbolic stand against the ban. Some have framed this move as a way to challenge both the US government and Meta, which could benefit from TikTok’s absence by attracting users to its TikTok-inspired Reels. It’s worth noting that Meta has faced accusations of lobbying against TikTok in the past.

A quick glance at RedNote’s “Explore” page reveals a mix of English and Chinese content. Many American users are calling themselves “TikTok refugees” and sharing posts about starting fresh on the platform. Some are even asking Chinese users about popular memes or trends in China, fostering an interesting cultural exchange.

RedNote is not a new app; it launched in 2013 as a shopping-focused platform. It now has over 300 million monthly active users and reportedly made more than $1 billion in profit last year, according to Bloomberg.

Meanwhile, TikTok’s fate is being argued in the Supreme Court. Discussions have centred on whether the app should be banned outright or if ByteDance should sell its US operations to an American company. A decision, expected by January 19, will determine TikTok’s fate in the US.

In anticipation of a potential ban, some users have pledged to boycott Meta’s platforms, including Instagram and Facebook, for a week. Others are simply preparing to move their online presence to RedNote. Then, there’s Lemon8, a mix of Instagram and Pinterest, launched in the United States in 2023, and has gained traction, now seen as another potential TikTok replacement. However, because it is also a ByteDance product, it’s unknown how long it can escape the same scrutiny.

What sets RedNote apart? For one, its user interface differs from TikTok’s. Videos don’t autoplay on opening the app, and users must log in to access its features. The app offers a personalised experience with content tailored to individual preferences.

The app’s growing popularity has sparked humour and camaraderie among users. Posts welcoming “TikTok refugees” are plentiful, with others joking about meeting their “Chinese spy” counterparts. These lighthearted memes and cultural exchanges reflect shared frustrations with the political undertones of the TikTok ban.

Jokes about the situation have further fueled the discussion. TikTok users are creating videos bidding farewell to their “Chinese spy friends,” with some even speaking in Mandarin. The humorous posts, often critical of the US government’s stance, have gone viral, highlighting a mix of humour and discontent.

As Sunday approaches, TikTok users anxiously await the Supreme Court’s decision. Many are already exploring life beyond TikTok

.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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AI is significantly reshaping how we approach energy management. Businesses traditionally depend on static models and manual processes to monitor energy use, which are not only inefficient but also leave a lot of potential savings on the sideline. AI turns this on its head by enabling us to use real-time data and predictive analytics to dynamically optimise energy consumption.

Tech Wire Asia spoke with Dr. Zohar Bronfman, CEO of Pecan AI, who discussed how the shift from reactive to proactive energy management is game-changing. “With AI, businesses can forecast energy demand based on a wide range of variables—weather patterns, occupancy levels, and even market trends,” Bronfman said. “This means minimising waste, improving efficiency, and slashing costs, all while enhancing sustainability.”

Integrating AI with IoT devices elevates energy management. Real-time monitoring and automatic adjustments can ensure businesses only use what they need, when they need it, without manual intervention.

Real-world success: How AI optimises energy consumption

One standout example of predictive AI’s impact comes from Google’s DeepMind. Google’s DeepMind applied machine learning to optimise cooling systems in its data centres. This resulted in a 40% reduction in cooling energy consumption. The outcome translated into cost savings and operational efficiencies.

Similarly, Verdigris Technologies uses predictive AI to analyse commercial building systems, optimising energy use and delivering savings of up to 30%.

For mid-sized businesses, Pecan AI envisions similar transformative results. Bronfman added that AI solutions can forecast energy consumption based on seasonal demand or adjust operations in real time to maximise energy efficiency, helping companies balance cost efficiency and sustainability.

Overcoming challenges: Data, costs, and adoption

Despite its benefits, integrating AI-driven energy management systems comes with challenges. According to Bronfman, one of the biggest barriers is data quality. “AI thrives on accurate, clean data, yet many businesses struggle with fragmented systems and legacy infrastructure that hinder effective integration,” he explained. Overcoming this entails upfront investment in robust data infrastructure, ensuring that systems—whether HVAC, lighting, or others—are networked and produce reliable data.

Businesses are also put off by the perceived high cost and complexity of adopting AI. While initial investments may appear daunting, many companies recognise that long-term savings and operational benefits far outweigh the upfront costs. For smaller organisations, a phased implementation can minimise risk while delivering incremental value.

Employee readiness is another critical factor. “AI isn’t just a plug-and-play solution; it requires teams to work alongside the technology effectively,” Bronfman added. Training, education, and change management are important for businesses to fully capitalise on AI’s capabilities.

The next decade: AI innovations for a sustainable future

Looking ahead, AI can drive substantial breakthroughs in energy management over the next decade. Bronfman expects that AI will be critical in optimising renewable energy integration. As solar and wind power gain popularity, AI can estimate energy generation based on weather patterns, allowing businesses to store excess energy during peak production and use it efficiently during low-producing periods.

Smart grids will also emerge, capable of balancing energy supply and demand in real time to improve grid resilience and efficiency. More sophisticated demand-response systems will enable businesses to dynamically change their energy use in response to market signals or grid stress.

These innovations will not only improve operational efficiency, but will also affect sustainability. Bronfman claimed that AI will help firms reduce waste, maximise renewable energy adoption, and meet increasingly stringent environmental targets.

Navigating regulations: Turning compliance into opportunity

Another benefit of AI is its ability to assist businesses in navigating stringent environmental and regulatory standards. By automating the tracking and reporting of energy usage, emissions, and other vital metrics, AI can help assur compliance with changing regulations. “AI can pinpoint inefficiencies and recommend actionable steps to reduce emissions without sacrificing operational efficiency,” Bronfman said.

Bronfman said that the outdated perception of sustainability and efficiency as mutually exclusive is no longer valid. “AI demonstrates that businesses can meet and exceed environmental standards while driving profitability and innovation,” he said.

The human factor: Bridging technology and behaviour

With a background in computational psychology and data science, Bronfman brings a different perspective to the conversation. Energy management, he explained, isn’t just about algorithms—it’s also about people. “Behavioural psychology is crucial in designing AI systems that encourage sustainable practices among employees,” he said.

AI solutions that account for human behaviour can motivate individuals to adopt better energy-use habits. For example, personalised notifications or gamified feedback systems can nudge teams toward energy-efficient behaviours.

By combining computational insights with an understanding of human motivation, businesses can develop AI solutions that are not only technically effective but also better accepted and more easy to implement. “It’s this synergy between technology and human behaviour that will drive the future of energy management,” Bronfman concludes.

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