Google quietly released an app that lets you download and run AI models locally 

(via TechCrunch)

Google released an experimental app called AI Edge Gallery that lets users run open-source AI models locally on Android devices, with iOS support coming soon. The app allows offline use of models for tasks like image generation, Q&A, and code editing, using the phone’s built-in hardware. Available via GitHub under an Apache 2.0 license, the app includes tools like a Prompt Lab and supports community feedback.

Brand Insights → Google’s quiet release of AI Edge Gallery signals a strategic pivot toward privacy, openness, and decentralization, key values in today’s tech culture. By enabling local, offline AI use, Google taps into growing skepticism around cloud-based data processing while empowering developers and enthusiasts with open-source tools. Culturally, it aligns with a broader push for transparency and user control. Narratively, this low-key launch reinforces Google’s dual identity: a tech titan experimenting at the edge of innovation, yet still responsive to grassroots developer culture and user autonomy.

Meta is going all-in on AI advertising 

(via Quartz)

Meta plans to fully automate its ad business, which accounts for 97% of its revenue, using AI by 2026. The system will generate and target ad content, including text, video, and images, tailored to users based on location and time. Meta is investing $65 billion in AI infrastructure this year, and the announcement has already impacted major ad firms, with stocks like Omnicom Group falling after the news.

Brand Insights → Meta’s move to automate its entire ad ecosystem with AI is a high-stakes redefinition of both its brand and the future of advertising. Strategically, it positions Meta not just as a social platform, but as an AI-powered marketing engine, doubling down on efficiency, personalization, and scale. Culturally, the shift speaks to a growing appetite for automation, but risks alienating creatives and raising ethical concerns about data use and personalization. The $65 billion investment underscores Meta’s ambition to lead, not follow, in shaping tomorrow’s media economy.

Elon Musk says XChat is rolling out to all, but questions remain about its alleged security 

(via TechCrunch)

Elon Musk announced the rollout of XChat, a new version of X’s messaging feature, with encryption, vanishing messages, file sharing, and cross-platform audio/video calls. The service is still in limited beta, with a wider release expected this week unless technical issues arise. Musk described XChat as using “Bitcoin-style encryption,” a term drawing criticism and confusion, raising doubts about its security credibility compared to platforms like Signal or iMessage.

Brand Insights → XChat’s rollout reflects Elon Musk’s ongoing effort to reposition X as an all-in-one communication platform, challenging incumbents like Signal and iMessage. Strategically, the feature set, encryption, disappearing messages, and cross-platform calling, aligns with rising user demand for privacy and versatility. However, Musk’s vague reference to “Bitcoin-style encryption” muddies the narrative, raising credibility concerns just as trust should be building. This moment underscores a tension in X’s brand: bold vision paired with inconsistent execution, making its storytelling feel more aspirational than assured.

What brands can learn from subcultures

Subcultures have long been early indicators of where culture is headed, offering brands a glimpse into the future of consumer values, language, and identity. What makes subcultures powerful isn’t just their aesthetic, it’s their sense of belonging, their shared codes, and the authenticity that binds members together. Brands that succeed in tapping into subcultures don’t simply borrow visuals or slang; they listen, participate, and provide value without trying to dominate the conversation.

In an age where consumers crave identity alignment over mass appeal, brands can learn to operate more like community members than broadcasters. Streetwear, gaming, niche wellness, and DIY creators have all shown that the deepest engagement comes not from slick campaigns, but from credibility earned over time. This means understanding the culture’s context, honoring its roots, and contributing something meaningful.

As culture fragments and mainstream loses its center, branding becomes less about reach and more about resonance. Subcultures remind brands that loyalty is built not through volume, but through values, and that the most influential stories often begin at the edge, not the center.

At Projekts Workshop, we help brands find their voice, sharpen their story, and show up with purpose.

We design and run newsletter strategies that align your message, voice, and content—delivering consistent, audience-focused stories across email and social. And we build brand strategies that connect positioning, messaging, and visual identity into one cohesive, lasting story.

Whether you’re building, rebuilding, or growing, we’re here to help you do it with clarity, confidence, and consistency.