In the nearly two years since Elon Musk bought the social media platform X, many major brands have opted to avoid showing their ads on the site altogether. Other advertisers are ending up on the platform without realizing it.

Two advertisers said they were surprised to learn that ads for their businesses were running on X after Marketing Brew saw the ads and reached out to them. The ads ended up on the platform thanks to a partnership between X and Google, announced last fall, that places some Google ads on X’s main feed.

They’re easy to spot—the ads don’t contain the typical Like and Repost options that appear below other posts and advertisements on the platform.

In the span of about 10 days, Marketing Brew saw these types of ads for several companies running within X’s For You feed. Users have said the ads on the platform formerly known as Twitter stick out like a sore thumb—and their placement has caused some confusion from advertisers who aren’t big on the platform.

“We haven’t logged into Twitter in years,” said Derek-Jon Flagge, the son of the owners of Old World Pizza Truck, a catering company based in Connecticut, which had ads show up on X in July. “I totally forgot we even had a Twitter.”

Keep reading here.—RB

Join the automation experts. Process orchestration pros are gathering in-person and online this fall for CamundaCon 2024 NYC. The conference is back for another year of exclusive keynotes and breakout sessions (including speakers from Forrester, Capital One, and Walmart). Expand your vision for automation and come away with new ideas for driving process orchestration in your organization. Register today.

While generative AI will drive up spending on enterprise software worldwide, most of that revenue will be captured as a de facto “tax” on developers, according to Gartner distinguished VP analyst John-David Lovelock.

Gartner recently forecast that IT spending will rise 7.5% globally in 2024 year over year, reaching around $5.26 trillion. While it projected the data center systems segment will grow by over 24% this year alone in large part due to demand for generative AI processing power, software wasn’t far behind. That category, which includes AI inferencing, is projected to grow 12.6% to over $1 trillion.

In an interview with IT Brew, Lovelock explained why software developers don’t necessarily stand to reap benefits from that surge in software spending.

This interview has been lightly edited for length and clarity.

What do you mean by generative AI being a “tax”?

So if we take a fictional company as an example—say, TomSoft. And you play in the enterprise resource planning, supply chain management, customer relationship management space. You have until the end of 2025 to embed GenAI into your product… Unless TomSoft was smart enough to already have been developing a GenAI model, you have no opportunity to develop one by that deadline.

Most companies missed that window.

Keep reading here.—TM

Amazon and General Electric’s (GE) healthcare spinoff are teaming up to create AI models they hope could make healthcare into a system that’s predictive and preventive instead of reactive.

The healthcare industry generates a massive amount of data from things like doctor’s notes, x-rays, and diagnostic tests. But a vast majority (97%) of that data isn’t accessible for clinicians because it’s unstructured and siloed, according to a press release from Amazon and GE HealthCare. The two companies plan to develop AI models that make it possible for clinicians to consolidate, access, and sort through that trove of patient data.

GE HealthCare plans to use Amazon Bedrock, the company’s service for building generative AI applications, to “tap the world’s leading foundation models and train new models to develop AI-powered application[s] to help hospitals and clinics access and gain insights for improving patient care based on a comprehensive view of their data, rather than just pieces of it,” according to a press release.

For example, clinicians could use AI tools to review a patient’s entire medical history quickly, which could help lead to a more timely diagnosis. The tools could also help clinicians detect health issues quicker and figure out precise treatments.

Keep reading on Healthcare Brew.—MA

If you’re a gamer, you know glasses and headsets don’t mix. Fortunately, Zenni Optical created OptiFlex, a brand-new, innovative eyewear line designed to fit beneath headgear comfortably. Each pair is crafted from hypoallergenic, cutting-edge material and designed to eliminate temple discomfort—no matter how long you’re wearing them. Check out 120 styles.