In this insight, we look at how OpenAI’s new ChatGPT Search aims to redefine online search by challenging Google’s dominance, with both tech giants racing to enhance user experiences through innovative AI features.

ChatGPT Search Launched 

The search landscape has long been dominated by Google. However, with the October 2024 launch of ChatGPT Search, OpenAI has clearly entered the search market, promising to upend the way we find and interact with information online.

Uses a Blend of Conversational AI with Data Retrieval 

ChatGPT Search, integrated directly into OpenAI’s ChatGPT platform, marks a significant evolution from traditional search engines by blending conversational AI with dynamic, real-time data retrieval. Offering timely answers drawn from various web sources, the new search function introduces what OpenAI describes as a more intuitive, engaging way for users to gather information, perhaps challenging Google’s stronghold with a model that focuses on usability, accuracy, and a distinctly human-like interaction.

What Is ChatGPT Search and How Does It Work? 

ChatGPT Search builds on the SearchGPT prototype OpenAI introduced earlier in 2024, introducing a natural-language-based search interface designed to provide rapid, precise answers accompanied by links to relevant sources. According to OpenAI, this tool harnesses the strengths of its advanced GPT-4o model, fine-tuned with synthetic data and optimised to source information from both third-party search providers and direct partnerships with news and data providers.

For users, this means that rather than combing through countless results, they can simply ask ChatGPT their query in a conversational manner. ChatGPT then retrieves real-time information, such as sports scores, stock prices, or breaking news, and responds with a summary accompanied by links for further reading. By integrating search within the ChatGPT experience, OpenAI seeks to make online information more accessible and engaging for users. As OpenAI states, “Getting useful answers on the web can take a lot of effort… Now, chat can get you to a better answer.” 

Pam Wasserstein, President of Vox Media (a prominent American mass media company), is quoted on the OpenAI website praising ChatGPT Search’s approach, saying, “ChatGPT search promises to better highlight and attribute information from trustworthy news sources, benefiting audiences while expanding the reach of publishers like ourselves who produce premium journalism.” OpenAI is keen to get the message (and perhaps establish a contrast between it and Google search) across that ChatGPT Search goes beyond simply answering questions – it aims to connect users with high-quality, verified content.

Who Can Access ChatGPT Search? 

Initially, ChatGPT Search was made available to ChatGPT Plus and Team subscribers on October 31, 2024, accessible through OpenAI’s website and mobile apps. Enterprise and educational users can expect access within weeks of the launch, with a broader rollout to all free users planned over the coming months. A browser extension also enables users to set ChatGPT Search as their default search tool on Chrome, further embedding it into users’ daily online activities.

It’s Integrated into the Normal ChatGPT Interface – You’re Using It Anyway 

ChatGPT Search is integrated directly into ChatGPT’s regular interface, so users can now interact with it as part of their usual experience with ChatGPT. This means that when you ask questions in ChatGPT, it will now search the web and retrieve up-to-date information if needed, providing responses with relevant, timely data and links to sources.

For users, this integration is seamless. ChatGPT decides to pull in web search results automatically based on the question, but users also have the option to trigger web search manually by selecting the web search icon. This design allows ChatGPT Search to feel like an extension of ChatGPT’s standard capabilities rather than a separate function, meaning users benefit from it naturally while interacting as they usually would.

Removing Traditional Search Barriers 

This integration also essentially changes how web searches are done – by removing the barriers of traditional search engine interfaces, and instead inviting users to have a more interactive, evolving discussion that yields targeted results without overwhelming them with pages of unrelated links.

Features and Benefits for Users

The primary benefit of ChatGPT Search lies in its integration of AI-powered conversation with up-to-the-minute web information. Whether users need the latest election results, the current weather, or trending stock information, ChatGPT can draw from multiple sources to provide concise, accurate summaries. It even includes a ‘Sources’ button beneath each response, allowing users to view detailed references and dig deeper if desired. This transparency fosters a more accountable, user-centric approach to search.

As part of its focus on real-time data, ChatGPT Search partners with a range of reputable news outlets and data providers. This should mean that users can trust that the information they receive is accurate, current, and attributed to reliable sources, thereby also helping to tackle the previous main problems the dogged ChatGPT – its ‘AI hallucinations’ / occasionally giving false information which led users to mistrust it and needing to verify key details. OpenAI has highlighted this news partnership by quoting Louis Dreyfus, CEO of Le Monde, on the OpenAI website, who said about ChatGPT Search: “We are convinced that AI search will be, in a near future and for the next generations, a primary way to access information, and partnering with OpenAI positions Le Monde at the forefront of this shift.” 

Another feature that distinguishes ChatGPT Search is its continuous evolution based on user feedback. Drawing insights from the initial SearchGPT prototype, OpenAI has already identified and prioritised improvements in areas like shopping and travel recommendations. Also, the newest o1 “reasoning” models enable more in-depth research capabilities, allowing ChatGPT Search to go beyond factual retrieval and incorporate analytical insights.

OpenAI also plans to expand ChatGPT Search’s reach across multiple platforms and functionalities, including Advanced Voice and canvas modes, enhancing accessibility for users who prefer voice interactions or visual content.

Google Responds with New AI-Driven Features in Maps 

In what looks like a response to ChatGPT Search’s launch, Google has announced a series of AI-powered updates to its Maps platform. These enhancements focus on improving navigation, making trip planning more intuitive, and providing users with enriched, contextually relevant information on the go.

The standout feature, Immersive View for Routes, transforms how users plan trips, whether by car, bike, or on foot. Using AI to stitch together billions of Street View and aerial images, Immersive View offers a realistic, step-by-step preview of entire journeys. Users can view potential routes in a multidimensional format, complete with real-time traffic and weather simulations. This enables users to anticipate conditions and make better decisions about when to travel, optimising both efficiency and safety.

“Say you want to bike along the water to the Palace of Fine Arts in San Francisco. Just request cycling directions, then tap the Immersive View preview to see your route in a stunning, multidimensional view from start to finish,” Google explained in a recent blog post. This feature, which rolled out in late October 2024, is now available across major cities, including London, Tokyo, and New York, with plans for further expansion.

Another key feature, Lens in Maps, provides augmented reality capabilities to help users navigate unfamiliar environments. Designed to aid orientation, Lens in Maps leverages AI and augmented reality to display nearby points of interest, such as ATMs, restaurants, and transit stations. The Lens icon in Maps’ search bar unlocks this feature, making it simpler for users to acclimate to new areas, which may prove to be an invaluable tool for travellers and city-dwellers alike. In its latest expansion, Lens in Maps is available in over 50 cities globally.

For electric vehicle (EV) drivers, Google has enhanced its EV charging information within Maps, alleviating common “charging anxiety.” Now, EV users can view charger compatibility with their vehicles and find details on charging speeds, providing a seamless, informative experience that minimises wasted time and energy. As EV infrastructure continues to grow, this update positions Google Maps as a vital resource for sustainable travel, further solidifying its place as a go-to app for daily navigation.

The Future of Search – OpenAI vs Google 

With ChatGPT Search’s launch, OpenAI has set a new precedent for search, offering a more conversational, user-centric experience. It’s clear that Google recognises the challenge and has introduced a suite of AI-based enhancements that emphasise visual engagement and real-time data. It should also be noted here that in response to the evolving search landscape, Google has already introduced several AI-driven enhancements to its search capabilities anyway, aiming to provide users with more intuitive and informative experiences. For example, a notable development is the integration of AI Overviews, which offer concise, AI-generated summaries at the top of search results, distilling information from various sources to present key insights efficiently.

What Does This Mean for Your Business? 

The arrival of ChatGPT Search marks a new chapter in the ongoing competition between Google and OpenAI, one that has the potential to reshape the search market and redefine how users interact with digital information. Unlike traditional search engines, ChatGPT Search leverages conversational AI, offering users a more interactive and dynamic approach to information retrieval. For business users, this shift could be profound. ChatGPT’s ability to interpret context, generate relevant summaries, and provide conversational responses presents a tool which goes beyond keyword-based searches, enabling businesses to obtain more nuanced insights and find information faster, which could streamline decision-making and enhance productivity. With ChatGPT Search, business users could experience a substantial boost in efficiency, as they will be able to engage in a dialogue to refine queries, receiving tailored information without needing to sift through pages of search results.

For Google, the rise of ChatGPT Search represents both a challenge and an opportunity. Google has long dominated the search market, but the conversational interface of ChatGPT could entice users looking for a more personalised search experience. In response, Google has already introduced AI-powered features that categorise search results into relevant topics, making information more organised and accessible for users. This move is an attempt to keep users engaged on Google by providing a search experience that feels more intuitive and reduces the time needed to navigate complex information. For advertisers, however, a shift towards conversational search could impact the traditional search engine advertising model. As users spend more time within AI-powered interfaces, there may be fewer opportunities to serve traditional ads, pushing Google and other companies to find innovative ways to monetise AI-driven search experiences.

In addition to reimagining search, Google has made AI advancements in other areas, such as Google Maps. New AI features in Google Maps can offer users predictive insights, more accurate recommendations, and intelligent route optimisation. For users, this means quicker, more personalised travel planning, with recommendations that align better with their preferences and real-time conditions. For businesses, AI-enhanced Maps could provide opportunities to reach potential customers through highly tailored suggestions based on location and interests, which could drive foot traffic and engagement more effectively than generalised advertising.

The broader implications of ChatGPT Search’s emergence are equally transformative. With OpenAI’s entry into the search market, users could enjoy a more competitive environment that offers a diversity of search tools tailored to different needs, from in-depth, conversational responses to structured topic breakdowns. This competitive pressure may drive all players, including Google and other search engines like Bing, to refine their offerings, improving search quality, speed, and user satisfaction. As AI continues to advance, search engines may shift from being passive tools that display links to active digital assistants capable of guiding users through multifaceted tasks, with real-time feedback and deep personalisation.

As the battle for search supremacy unfolds, the changes to come could impact not only users but also advertisers, forcing a rethink of engagement strategies and potentially creating more sophisticated, AI-driven advertising models. In this evolving landscape, users stand to gain the most, as the competition fuels innovation and leads to richer, more intuitive tools that redefine the way we connect with and navigate the digital world.

A Russian court has fined Google over two undecillion rubles (a 36-digit figure, i.e. a sum that’s greater than the world’s total GDP) for removing Russia’s state media channels from YouTube.

Two Undecillion Rubles… And Growing! 

As if being initially fined more money than there is in the world isn’t enough, Russian state-owned news agency TASS reports the state’s lawyer in this case, Ivan Morozov, as saying, “This number is growing daily because of penalties incurred due to non-payment.” 

Actually, It Could Be a Limitless Fine 

It’s also been reported that Morozov has said that if the fine is not paid within nine months, it doubles every day after that, and there is no limit on this number!

How and Why? 

The fine originated from Google’s decision to restrict access to several Russian state-affiliated media channels on YouTube, a move the Russian government has interpreted as politically motivated censorship. Google initially began blocking Russian media, including Tsargrad TV and RIA FAN, in 2020. Following the sanctions imposed on Russia in 2014 after its annexation of Crimea, Google faced mounting pressure to comply with Western sanction policies, which restricted content from entities associated with individuals or organisations under these sanctions.

Escalation 

The situation escalated dramatically after February 2022, when Google expanded its restrictions, this time blocking prominent Russian state channels like RT, Sputnik, NTV, and Russia 24. This expanded set of bans came in the wake of Russia’s invasion of Ukraine and was largely in line with sanctions imposed by Western governments on Russian state-controlled media. Google argued that these removals were consistent with both sanctions and YouTube’s own content policies.

The Legal Battle That Followed 

In response to these actions, Russian media channels filed lawsuits against Google in Russian courts, demanding reinstatement on YouTube and hefty fines for Google’s continued defiance. Perhaps not surprisingly, the Moscow Arbitration Court ruled in favour of the plaintiffs (the Russian state) and ordered Google to restore the channels. This led to a ruling where Google would face progressively severe fines until it complied with the court order.

These fines were set to increase exponentially, with an initial penalty of 100,000 rubles (£794) per day. When Google failed to reinstate the channels, the daily fines began to double at a rapid pace. By September 2023, reports indicated the total fine had surged to 13 decillion rubles (33 zeros) – the equivalent of £103.2 nonillion – and by October, it had reached the unprecedented two undecillion mark.

Google’s Response – Bankruptcy in Russia and International Legal Measures 

Facing these overwhelming financial demands, Google’s Russian subsidiary, Google LLC, declared bankruptcy in June 2022. According to company representatives, the subsidiary’s debts had exceeded 19 billion rubles, while its assets were estimated to be only 3.5 billion rubles. Google’s bankruptcy declaration marked the company’s official exit from Russia, yet the fine continued to grow, as Google’s decision to pull out did not halt the penalties.

To limit further exposure, Google has launched defensive legal actions in other jurisdictions, filing cases in US and UK courts against Russian state channels RT, Tsargrad, and Spas. Through these cases, Google is seeking rulings to prevent these media channels from initiating similar lawsuits outside Russia. Google’s reasoning is that Russian court decisions should not carry legal weight internationally, especially when they pertain to companies acting in compliance with sanctions on state-owned media.

Trying to Seize Google’s Assets 

However, it seems that Russia has attempted to pursue Google’s assets outside its borders in a bid to actually enforce its court rulings. In June 2023, the High Court of South Africa granted Russian authorities permission to seize Google’s assets within South Africa after the company did not comply with a Moscow court order to restore Spas’s YouTube account. This ruling marked one of the few instances where a Russian court decision was enforced internationally, though the scale of assets seized was minuscule compared to the multi-undecillion fine imposed in Moscow.

While seizing assets within Russian territory might once have been feasible, Google’s withdrawal from the country has made enforcement nearly impossible. However, Russian authorities have continued trying to explore asset seizure in other regions, including Turkey, Hungary, and Spain, though these international pursuits have yet to yield substantial recoveries.

The Consequences for Google 

While the fine’s actual collection is, as you may expect from the ludicrously large figure, almost impossible, the political pressure from Russia could create a long-lasting effect on Google’s operations and reputation. The enormous fine highlights Russia’s determination to exercise control over foreign tech companies operating within its jurisdiction and represents a broader, international standoff over information control.

Could It Set a Precedent for Other States? 

In fact, although the level of the fine may sound ridiculous, Russia’s approach could set a precedent for other states with similar grievances to pursue legal action against tech giants, especially where national sovereignty and content censorship intersect. Tech companies like Google, with operations in politically diverse regions, therefore face the complex challenge of balancing platform neutrality with compliance with local legal and political pressures.

What Has Google Said About It All? 

Google has responded to Russia’s escalating fines with a mix of official statements and legal actions, designed to illustrate its stance on the matter without directly engaging with the colossal monetary demands. For example, in its Q2 2024 report, Google’s parent company, Alphabet, briefly acknowledged the ongoing disputes with Russian authorities, noting:

“Google has ongoing legal matters related to Russia. For example, some of the disputes involve account closures, including for sanctioned individuals. The company has also been assessed progressive fines in connection with account suspension disputes, including for sanctioned individuals. We do not believe these legal matters will have a material adverse effect on Google’s business.” 

This statement suggests that Google views the legal claims and fines as largely unenforceable outside Russia and unlikely to impact its core financial operations globally. Google has consistently argued that its actions (e.g. blocking channels tied to Russian state media) are in line with Western sanctions and YouTube’s policies against disinformation, which it aims to uphold across all regions.

Russia Not the Only One Restricted 

It’s worth noting here that Russia is not the only state that appears to have had its official YouTube channels blocked by Google. Other states that have faced similar restrictions include:

– Iran, where various channels have been blocked due to US sanctions policies affecting Iranian state entities.

– Syria and Sudan, whose channels were blocked due to content critical of the government or politically sensitive material during conflicts.

– South Korea. Google has restricted thousands of pieces of content at the South Korean government’s request, i.e. restricting material that has criticised the government there.

What Does This Mean for Your Business? 

The dispute between Google and Russia highlights the increasingly complex terrain that global tech giants face in balancing platform policies with the demands of local authorities. For Google, the sheer scale of the fine (two undecillion rubles and rising!) represents more than just a financial threat. In fact, it appears to highlight the lengths to which some governments are willing to go to enforce compliance from international companies, particularly in the realm of media and information control. Although Google’s exit from Russia has effectively rendered asset seizure within the country impossible, Russia’s ongoing attempts to pursue Google’s assets globally may serve as a warning to other companies operating in volatile geopolitical environments.

This case may set a new precedent, not only for Russia but for other governments seeking to impose their own rules on tech companies that manage information flows across borders. With YouTube’s global reach and influence, the stakes are high, as Russia’s actions signal a challenge to the control tech companies wield over content in international spaces. For other states observing this case, Russia’s persistence could inspire similar approaches, especially where media content is tightly regulated or where governments view certain narratives as critical to their sovereignty. Google’s stance that compliance with Western sanctions justifies its content decisions will, therefore, likely be tested further, particularly as other governments seek ways to enforce their authority over powerful global platforms.

Ultimately, this saga reflects the tension between state sovereignty and the global nature of digital information. As Google continues its legal battles to contain Russia’s claims within Russian borders, the case raises questions about the future of global digital governance. For now, Google’s strategy of defending its policies within Western legal frameworks suggests a focus on protecting its broader operations rather than bending to state-specific demands. However, as technology giants grapple with a patchwork of international laws and political expectations, the question remains – how sustainable is it for global platforms to uphold uniform policies in a world increasingly divided by political and cultural boundaries?

Openvibe, the cross-posting app that unites various social networks in one feed, has announced support for Threads, Meta’s decentralised Twitter alternative, allowing users to post and interact seamlessly across multiple platforms, including Mastodon, Bluesky, and Nostr, all from a single app.

What is Openvibe? 

Openvibe is an app based in Prague, Czech Republic, launched in mid-2024 with the mission of connecting the “open social web.” The app brings posts, interactions, and profiles from various decentralised social media platforms together in a single feed, allowing users to engage with these networks without having to switch between apps.

Openvibe supports several popular social networks, including Mastodon, Bluesky, and Nostr, platforms that are decentralised and operate independently of major corporations. Each network uses different protocols (e.g. ActivityPub for Mastodon and AT Protocol for Bluesky), which can make it difficult for users to keep up across platforms. Openvibe addresses this by offering a unified space for cross-platform interaction, simplifying engagement in a fragmented social media landscape.

Described by CEO Matej Svancer as “an easy-to-use gateway to the open social web,” Openvibe also aims to attract users who are exploring decentralised alternatives to mainstream networks. As Svancer says, “Our goal is to lower the barrier for users interested in decentralised platforms, offering a single, reliable app to manage them all.” 

What is Threads? 

Threads, introduced by Meta in 2023, is a social platform developed to offer a decentralised alternative to X (formerly Twitter). Built on the ActivityPub protocol (the same protocol that powers Mastodon), Threads aims to create an experience similar to X’s but with a greater focus on decentralisation and potential cross-platform compatibility. Although Threads is a Meta product, it aims to support federation with other networks in the ‘fediverse’, i.e., a group of decentralised social media platforms interconnected through open protocols. This allows users to follow and interact with profiles across various decentralised platforms.

Since its launch, Threads has quickly gained popularity, particularly among users seeking alternatives to traditional social media platforms. However, the app is still in development, with many features not fully realised or accessible across other networks. Meta has stated that it is “committed to building out the Threads API to enhance user experience and support further integration with the fediverse.” 

Addressing the Issue of Social Media Fragmentation

X’s (formerly Twitter’s) decline under Elon Musk has led many users to engage with alternative, decentralised social networks like Bluesky, Threads, and Mastodon. This has split their attention across multiple social networks, each with its own unique features, protocols, and audiences. This social media fragmentation has made it challenging for these new users to maintain engagement and follow conversations across different platforms, particularly as each requires separate logins, notifications, and apps.

This fragmentation is what Openvibe seeks to address. By integrating multiple decentralised networks into one app, Openvibe allows users to view and interact with content from various platforms in a single feed. “We saw the need for a tool that could unify the open social web,” says Svancer, “where users could connect across networks without feeling overwhelmed.” 

What Threads Integration Brings to Openvibe 

Openvibe’s support for Threads brings significant new capabilities for users. Through this integration, users can log in with their Threads account, post and cross-post content to Threads, reply to comments on Threads posts, and interact with other users, all within the Openvibe app. Those with federated Threads accounts can also view and interact with Threads content through Mastodon, enhancing the cross-platform experience.

For Openvibe, therefore, adding Threads to its platform strengthens its unified feed, where users can stay updated on posts and interactions from all supported networks, including Mastodon, Bluesky, and Nostr. For users, this integrated experience allows them to seamlessly share content, follow profiles, and engage across platforms, all of which aligns with Openvibe’s mission to make the open social web more accessible.

As Openvibe’s team puts it, “Threads was one of the most requested features, and we’re excited to bring it to our users in a way that enhances their social media experience.” 

User Benefits of the Threads Integration 

The integration of Threads should bring convenience and efficiency to Openvibe users. This is because, for those with accounts on multiple networks, Openvibe reduces the need for separate apps, allowing users to cross-post content and interact with a wide audience from a single interface. This streamlined approach helps users maintain a consistent presence across networks without the hassle of managing separate accounts.

From a broader perspective, Openvibe’s support for Threads also reflects a shift towards interoperability in social media, where platforms are becoming more interconnected. As users increasingly explore decentralised networks, Openvibe’s centralised solution simplifies access, enabling them to interact with various communities from one place.

Technical Issues and Challenges 

Although the Threads integration in Openvibe offers several benefits, it should be noted that there have been some technical challenges. For example, some users have reported issues logging in with their Threads accounts due to complications with OAuth, an authentication protocol that is not fully stable on Threads yet. Openvibe’s support team has said that it is actively working to address these issues, providing troubleshooting steps that include clearing browser caches, adjusting settings, and even reinstalling the Threads app when necessary. For example, Openvibe’s support team says, “We’re aware of the challenges with Threads login and are committed to resolving them,” and that, “Users should expect improvements as we work with Meta to stabilise the process.” 

Also, it should be noted that the Threads API remains limited in its current form, which restricts some features within Openvibe. For example, users can perform basic actions, such as posting and commenting, but certain advanced features available on the native Threads app are not yet accessible through Openvibe. However, Openvibe has committed to expanding its Threads functionality as the API evolves, assuring users that new features will be added as they become available.

Criticisms and Concerns 

While Openvibe’s integration of Threads has generally been well-received, it has not been without criticism. One concern among users is that integrating a Meta-owned platform like Threads might compromise Openvibe’s commitment to decentralisation. Although Threads operates on an open protocol, Meta’s involvement has raised questions about privacy and corporate control, particularly among users who prefer truly independent networks like Mastodon and Nostr.

Another concern is that adding support for mainstream platforms like Threads could dilute Openvibe’s focus on the open social web. Some users worry that by expanding its platform to include a Meta product, Openvibe could lose its appeal as a decentralised alternative and shift towards catering to a more mainstream audience. However, Openvibe has reassured users that its primary mission remains focused on providing a unified tool for decentralised networks, regardless of the platforms it supports.

What Does This Mean for Your Business? 

The integration of Threads into Openvibe marks a significant moment in the social media landscape, with implications not just for Openvibe itself but for other platforms like Meta, Threads, and X (formerly Twitter). For Openvibe, supporting Threads aligns with its mission to connect the decentralised social web, which it hopes will position it as a leading cross-platform app that caters to users looking for interoperability across networks. By offering a seamless, unified interface, Openvibe hopes to strengthen its reputation as a powerful tool for decentralised communication and an attractive option for those wary of relying solely on major platforms.

For Meta and its Threads, this integration serves as a strategic advantage. It opens the door for Threads to tap into a broader, decentralised audience beyond Meta’s ecosystem, allowing the platform to expand its reach within the so-called “fediverse.” As Threads evolves, Meta stands to benefit from the added legitimacy of interoperability with decentralised platforms, which could attract users disillusioned by X and seeking alternatives to corporate-run networks. The move highlights Meta’s intent to build Threads as a decentralised alternative in the spirit of the open social web, albeit under its corporate umbrella.

For X, however, the Threads-Openvibe integration signals increased competition. Since Elon Musk’s acquisition, X has faced criticism for policy changes and a more closed approach, driving some users towards alternative platforms. The availability of cross-posting on Openvibe from Threads and other decentralised networks may contribute to an exodus of users who desire greater connectivity and fewer restrictions, challenging X’s once-dominant position as the go-to platform for real-time communication.

The social media market as a whole may see more fragmentation as decentralised, user-controlled networks continue to grow in popularity. Openvibe’s approach of uniting these platforms could alleviate some of the strain caused by users splitting time and content across multiple networks. By providing a single entry point, Openvibe is looking to enable a more integrated experience, which could encourage growth in decentralised networks and help them compete with the more established, corporate-run social media giants.

For businesses that rely on social media platforms for marketing, Openvibe’s integration of Threads presents new opportunities. It could allow brands to maintain a consistent presence across multiple networks without the time and resource investment required to individually manage each one. This may not only save time but also broaden a brand’s reach to audiences who may be concentrated on specific networks. As cross-platform engagement becomes easier, businesses may be able to focus on delivering cohesive messaging that reaches diverse user bases, giving them flexibility in an increasingly fragmented social media environment.

In the end, Openvibe’s support for Threads highlights a growing trend towards interoperability, reflecting the desires of users and businesses alike to interact across platforms freely and easily. As social media continues to evolve, the demand for connectivity without corporate boundaries will likely grow, creating a dynamic ecosystem where platforms that embrace openness and decentralisation may gain an edge in the increasingly competitive market.

Apple has unveiled its latest Mac mini as its first carbon-neutral computer, a compact desktop powered by M4 and M4 Pro chips, and a significant step towards sustainability.

The new Mac mini, with a 5×5-inch footprint, combines high performance with a small design. Powered by M4 and M4 Pro chips, it offers up to 1.8x faster CPU and 2.2x faster GPU performance than the M1 model. The M4 Pro version, suited to creative and technical users, includes hardware-accelerated ray tracing and Thunderbolt 5 for faster data transfers, enhancing productivity in graphics-intensive tasks.

This release marks a milestone in Apple’s sustainability strategy, reducing the Mac mini’s carbon emissions by 80 per cent through over 50 per cent recycled materials and renewable energy. Apple has also invested in clean energy projects to offset customer energy use, providing businesses with a high-performance, eco-friendly option.

Starting at £599, the Mac mini is one of Apple’s more affordable business options. The base model includes 16GB of memory and a 256GB SSD, while the M4 Pro version, priced at £1,399, features 24GB of RAM and higher CPU and GPU power, appealing to small businesses and media companies alike.

The Mac mini also introduces Apple Intelligence, a personal AI system for enhanced productivity through advanced text and image processing. With privacy-focused on-device processing and Apple’s Private Cloud, Apple Intelligence will expand its capabilities in the coming months.

This launch reinforces Apple’s position in the growing mini-PC market and highlights its commitment to sustainability, setting a potential benchmark for the tech industry as demand for eco-conscious devices rises.

The BBC has reported that its own investigation has uncovered a number of X users profiting substantially by sharing US election misinformation, AI-generated images, and conspiracy theories. The investigation reportedly revealed networks of accounts amplifying each other’s content, boosting both reach and earnings potential.

The BBC reports finding that dozens of accounts that regularly re-share each other’s posts, are creating an engagement cycle that drives revenue. It alleges that some claim earnings from hundreds to thousands of dollars, with payouts based on premium user engagement (likes, shares, and comments) following changes to X’s payment model in October. In one example (from the BBC), an X content creator with the user account “Freedom Uncut,” reportedly garners millions of views for its account holder (known as ‘Free’) and earns thousands monthly by sharing provocative AI images and satirical depictions of political figures.

X has faced criticism for what some say is a lenient stance on misinformation. For example, unlike other platforms that restrict earnings from misleading content, X appears to lack strong guidelines on misinformation, raising concerns about whether it incentivises provocative, often false, content. False claims about election fraud and defamatory allegations against candidates are spreading, with some content reaching wider audiences on Facebook and TikTok.

Politicians are increasingly turning to influencers on X for visibility. “Freedom Uncut” reportedly (by the BBC) claimed that local politicians have approached him, while another account, “Brown Eyed Susan,” a Kamala Harris supporter, noted that her account, too, has attracted political campaign requests. Many of her most viral posts appear to involve conspiracy theories, illustrating how rapidly misinformation can spread.

To counteract misinformation networks, businesses and users should practise critical fact-checking before engaging with or sharing content. Social media platforms could implement stricter monetisation rules and transparent misinformation policies to limit the profitability of sensationalist content. For organisations, promoting media literacy and responsible digital interaction can help shield against the destabilising impact of online disinformation.

In this article, we look at how ‘green software’ can be used to enable devices, such as phones, to run longer and can make them more carbon-efficient when in operation.

The Carbon Cost of the Upgrading Cycle

A significant environmental impact of mobile phones comes not from their daily usage but from their production. For example, around 80 per cent of a phone’s total carbon emissions are generated during its manufacturing process, with only 20 per cent linked to its operational use. This means that the frequent cycle of upgrading devices has a substantial carbon cost. Each time a new phone is produced, considerable energy and resources are expended, increasing overall carbon emissions. This highlights an urgent need for more sustainable technology practices.

Green Software 

One solution lies in green software, which aims to prolong the lifespan of devices by keeping them efficient for longer. By improving software to use fewer resources and run smoothly on older hardware, green software can reduce the pressure to upgrade, ultimately decreasing the environmental footprint associated with constant hardware production. It’s hoped that this approach not only helps conserve resources but also represents a meaningful way to minimise the carbon impact of our increasingly technology-driven lives.

The Environmental Cost of Technology and the Role of Software 

With the growth of the information technology and communications (ICT) sector, the carbon footprint of technology is expected to escalate. In 2020, ICT accounted for around 1.4 per cent of global greenhouse gas emissions, and by 2040, that share is projected to rise to 14 per cent. This trend highlights an urgent need for sustainable practices in tech. Software efficiency can play a significant role in this, not only enabling devices to consume less energy but also extending their life through optimised performance. This approach may reduce carbon emissions, both by lowering the demand for new hardware and by making existing technology operate more efficiently.

The Difference With Green Software 

While traditional software is often designed with user experience and functionality in mind, green software prioritises energy efficiency and carbon-conscious practices. Developed by companies such as the Green Software Foundation, tools like the Software Carbon Intensity (SCI) metric offer a way to measure software’s carbon footprint, covering both the direct emissions of the software and the embedded carbon of the hardware on which it runs. This approach is a step towards creating transparent, trackable measures of software’s environmental impact.

Extending Device Life with Green Software 

Extending the lifespan of electronic devices can significantly reduce the need for new hardware production and its associated emissions. /e/OS is an example of a notable player in the green software sphere, designed to provide extended support to older Android devices, long after manufacturers have ended their support. Unlike traditional operating systems that may introduce unnecessary features or “bloatware” that can slow down a device, /e/OS minimises resource use and runs efficiently on older hardware, even on devices over ten years old. By offering regular security updates and optimised performance, /e/OS helps users maximise the lifespan of their phones, reducing the need to upgrade prematurely.

It should also be noted here that, beyond its environmental benefits, /e/OS is marketed very much as privacy-centric and emphasises the fact that it offers a “deGoogled” experience, where users can avoid data tracking while using essential smartphone features. This appeals to users who value both sustainability and data privacy, possibly making it a well-rounded solution in the green software landscape (other green software is also available). That said, the /e/OS system’s impact on reducing electronic waste is noteworthy. For example, each phone kept in use for an extra year prevents an estimated 55kg of CO₂ from being emitted due to avoided production.

Carbon-Efficient Operations Through Green Coding Practices 

Efficient coding practices are another core aspect of green software. Many modern applications run on cloud servers, where energy consumption is often unmonitored or underestimated. As highlighted by Asim Hussain, Executive Director of the Green Software Foundation, developers rarely seem to consider energy use in server applications due to a lack of monitoring tools. To tackle this, the Green Software Foundation (US-based, founded in 2021 as a global initiative launched by Microsoft, Accenture, GitHub, and ThoughtWorks) developed the SCI metric to measure the carbon intensity of software, allowing developers to track and optimise their applications. The Foundation’s Impact Framework enables developers to estimate emissions based on observable server resource usage, providing actionable insights to improve energy efficiency.

Code Smells 

A further initiative, ecoCode (a France-based collaborative project that helps developers create energy-efficient code), identifies “code smells,” or signs that software could run more efficiently. By identifying inefficient code, such as unnecessary database queries or overly complex algorithms, ecoCode encourages developers to create lighter, more efficient applications. For example, as highlighted in a recent article on Yahoo by Tariq Shaukat, CEO of Sonar, “A lot [of code smells] would fall under the umbrella of overly complex code. The second [type] is things that run in an inefficient way: You’re updating or pulling data more frequently than you need to. Another one is bloat. How do you make your app as lean and streamlined as possible?”. Simplifying such code not only improves performance but also reduces the carbon footprint associated with the software’s operation. Companies that adopt ecoCode principles can potentially cut their operational emissions, creating software that uses fewer server resources without compromising functionality.

Examples of Green Software Companies and Their Impact 

The green software landscape has seen a growing number of organisations committed to sustainability, each bringing unique solutions. Besides /e/OS (previously mentioned), other companies leading the charge in sustainable software and hardware solutions include:

– Fairphone. This company stands out for its ethical approach to mobile phone production. Though primarily focused on hardware, Fairphone’s software practices contribute to a longer device lifespan. Fairphone’s modular design allows users to easily replace or upgrade components, while its operating system is built to avoid bloatware, resulting in extended device functionality. The Fairphone 3, for example, received software updates for five years post-launch, significantly longer than many mainstream smartphones. This approach aligns with the company’s mission to reduce electronic waste, a priority for its environmentally conscious customer base.

– Mycroft AI. Headquartered in Kansas City in the US, this green software company takes a sustainability-focused approach to AI. The open-source voice assistant, for example, focuses on resource-efficient operation and privacy. Unlike typical AI systems that constantly transmit data to central servers, Mycroft AI allows users to run the software locally, thereby reducing energy consumption and eliminating the need for large data centres. This minimises Mycroft AI’s overall carbon footprint and provides users with a privacy-friendly alternative to more data-intensive virtual assistants.

– Murena, the company behind /e/OS, also complements its mobile OS with a suite of privacy-focused applications, from email to cloud storage. The company’s commitment to open-source practices ensures transparency, allowing users to inspect and verify that the software prioritises minimal resource use and respects data privacy. Murena’s ecosystem, powered by low-impact services, is designed for users who want a comprehensive, privacy-respecting experience without the environmental impact of conventional, high-energy digital services.

– Sailfish OS, developed by the Finnish company Jolla, is a Linux-based mobile operating system designed to be energy-efficient and adaptable. Its lightweight architecture ensures that devices operate smoothly without excessive resource consumption, thereby extending battery life and reducing the need for frequent hardware upgrades. Sailfish OS supports a range of devices, including older models, promoting device longevity and reducing electronic waste. Additionally, its open-source nature allows for community-driven development, fostering transparency and continuous optimisation for energy efficiency.

– PostmarketOS, an open-source project based in Switzerland, aims to provide a sustainable alternative to traditional mobile operating systems. It is designed to run on a wide array of devices, including those no longer supported by their manufacturers, effectively extending their usable life. By offering a streamlined and bloatware-free experience, PostmarketOS reduces the energy consumption of devices, contributing to a lower carbon footprint. The project emphasises privacy and user control, aligning with the principles of green software by minimising resource use and maximising device longevity.

The Growing Importance of Software Sustainability 

While the demand for sustainable tech solutions is increasing, the adoption of green software practices remains limited. For example, Gartner estimates that only 10 per cent of large companies currently include sustainability as a criterion in their software procurement, although this is expected to reach 30 per cent by 2027. This shift in priorities reflects a growing recognition among businesses of the importance of reducing their digital carbon footprint.

What About Big Tech Companies? 

Microsoft, Google, and Intel could be considered green software companies in so much as they are members of the Green Software Foundation, actively working on reducing the environmental impact of their digital services. Microsoft, for example, has committed to becoming carbon negative by 2030 and is working on tools to help developers reduce energy consumption. By making their software more carbon-efficient, these big companies hope to lead the charge in digital sustainability.

Encouraging a Culture of Sustainability in Software Development 

The transition to sustainable tech solutions is not without its challenges. Encouraging developers to prioritise energy efficiency requires a cultural shift within organisations. In an article recently published by Yahoo, for example, Peter Campbell, Director of Green Software at Kainos, discussed the challenges of integrating sustainability into software development. He noted, “We thought that if we educated internally and externally, it would get magical adoption from all our teams. Turns out it doesn’t work as simply as that. The culture piece is really hard, not just to get people to act, but to keep prioritising it. There are so many priorities from our customers that sustainability sometimes isn’t the loudest one.” 

The Green Software Foundation’s free courses on sustainability in software aim to address this cultural challenge, equipping developers and engineers with the knowledge to build more efficient applications. These initiatives are important in making green software development a mainstream practice, ensuring that sustainability becomes an integral part of the digital landscape.

What Does This Mean For Your Organisation? 

Looking ahead, green software holds promise not only for environmentally conscious consumers but also for businesses aiming to reduce their carbon footprint. For business users, incorporating green software could offer a practical path to extend device lifespans, reduce operational costs, and align with growing environmental expectations from customers and investors alike. As tools like /e/OS and PostmarketOS demonstrate, using lighter, bloat-free software can mean fewer disruptions, improved device performance, and greater privacy control, all of which are key benefits for organisations seeking sustainable, reliable, and secure digital tools.

For green software companies, the path forward is both challenging and ripe with opportunity. As seen with Mycroft AI and ecoCode, sustainable solutions in tech are gaining traction, with businesses increasingly recognising that energy-efficient software can directly translate to lower emissions. However, these companies also face the dual challenge of innovating in ways that are both carbon-efficient and market-competitive.

Big tech players, meanwhile, are under mounting pressure to demonstrate leadership in digital sustainability. With members like Microsoft and Google spearheading initiatives within the Green Software Foundation, there is hope that their influence could accelerate wider industry adoption of green software practices. Their commitments to carbon reduction, as in Microsoft’s ambition to be carbon negative by 2030, appear to reflect a shift in priorities, yet achieving these goals demands that green principles are integrated deeply within all levels of software development and hardware lifecycle management.

As for phone manufacturers, some, like Fairphone, are already paving the way with modular, long-lasting devices, mainstream manufacturers are beginning to extend software support for their devices, a positive step but one that should really expand further. As consumer expectations for durability and sustainability grow, the pressure is mounting for manufacturers to adopt green software practices that can support hardware for longer periods. If big brands make this shift, they have the power to reshape the device industry, potentially reducing electronic waste at a global scale.