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These times are very trying and its understandable if someone goes a little off the deep end once in a while. Just like Norman Bates said in Psycho, We all go a little mad sometimes. However, a new Xbox ad campaign has us a little concerned. Microsoft launched a new marketing campaign for its Xbox consoles and cloud gaming service called This is an Xbox. It features posters and commercials with a bunch of different objects like a laptop, a smartphone and a Meta Quest 3 that are all an Xbox. We confirmed with a thorough fact check that all of those objects are not an Xbox. That may sound like overkill but when you live in a world where theres a real chance that the goopy mass voiced by Tim Curry in FernGully might become Secretary of the Interior, were not taking any chances. The commercial is even trippier. It zips between objects like a flat screen TV, an ROG Ally and a laptop while Black Sheeps The Choice is Yours blasts in the background. This time though, it displays the simple sentence This is an Xbox with a secondary clause or imperative statement behind it. Is there some kind of malware virus in the AI software that runs our universe or something? Microsoft, we know this is an ad campaign and that you dont really believe these non-Xbox items are an Xbox. Of course, you want to talk up your cloud gaming service, which is available across all of the devices in the ads. But last I checked, I didn't need an expensive subscription to play games on a regular Xbox. Also this is the internet, a gathering place for conspiracy weavers, liars and neer-do-wells. Reality is hard enough right now without having to debate the merit of what things are. This feels like the kind of stuff that Jobu would pull when she finished decorating the bagel in Everything Everywhere All at Once. Microsoft This article originally appeared on Engadget at https://www.engadget.com/gaming/xbox/the-new-xbox-ad-campaign-is-confused-about-what-an-xbox-is-231013374.html?src=rss
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Marketing and Advertising
On Thursday, the European Union published its first draft of a Code of Practice for general purpose AI (GPAI) models. The document, which wont be finalized until May, lays out guidelines for managing risks and giving companies a blueprint to comply and avoid hefty penalties. The EUs AI Act came into force on August 1, but it left room to nail down the specifics of GPAI regulations down the road. This draft (via TechCrunch) is the first attempt to clarify whats expected of those more advanced models, giving stakeholders time to submit feedback and refine them before they kick in. GPAIs are those trained with a total computing power of over 10 FLOPs. Companies expected to fall under the EUs guidelines include OpenAI, Google, Meta, Anthropic and Mistral. But that list could grow. The document addresses several core areas for GPAI makers: transparency, copyright compliance, risk assessment and technical / governance risk mitigation. This 36-page draft covers a lot of ground (and will likely balloon much more before its finalized), but several highlights stand out. The code emphasizes transparency in AI development and requires AI companies to provide information about the web crawlers they used to train their models a key concern for copyright holders and creators. The risk assessment section aims to prevent cyber offenses, widespread discrimination and loss of control over AI (the its gone rogue sentient moment in a million bad sci-fi movies). AI makers are expected to adopt a Safety and Security Framework (SSF) to break down their risk management policies and mitigate them proportionately to their systemic risks. The rules also cover technical areas like protecting model data, providing failsafe access controls and continually reassessing their effectiveness. Finally, the governance section strives for accountability within the companies themselves, requiring ongoing risk assessment and bringing in outside experts where needed. Like the EUs other tech-related regulations, companies that run afoul of the AI Act can expect steep penalties. They can be fined up to 35 million (currently $36.8 million) or up to seven percent of their global annual profits, whichever is higher. Stakeholders are invited to submit feedback through the dedicated Futurium platform by November 28 to help refine the next draft. The rules are expected to be finalized by May 1, 2025.This article originally appeared on Engadget at https://www.engadget.com/ai/the-eu-publishes-the-first-draft-of-regulatory-guidance-for-general-purpose-ai-models-223447394.html?src=rss
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Marketing and Advertising
We initially heard about a team modding an RTX remaster of Half-Life 2 last August. Today, NVIDIA released a trailer giving fans a behind-the-scenes look at Orbifold Studios' efforts to apply more modern graphics tools to the iconic title. The video highlights the RTX Remix engine and how the team is using it to make visual upgrades to a game with an engine two decades old. They have examples of how they're creating more dynamic light sources, volumetric fog in moody areas, and full 3D detail on the objects in the environment. The crew at Orbifold still doesn't have a release date for their work, but as the 20th anniversary for Half-Life 2 approaches on November 16, it's possible that there may be something official in the works from Valve. No, not Half-Life 3. But YouTuber and veteran Valve reporter Tyler McVicker noticed that there is a new, password-protected branch of the game in Steam. Just based on the number of new test builds that have been pushed out on that branch, the new update seems more involved than the one the company released to mark the 25th anniversary of Half-Life 1 last year. So if you're itching to pick up the gravity gun again, this weekend might be the time to do it. This article originally appeared on Engadget at https://www.engadget.com/gaming/pc/heres-a-fresh-look-at-the-half-life-2-rtx-remaster-221321847.html?src=rss
Category:
Marketing and Advertising
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