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Former MrBeast content strategist is building an AI tool for creator ideation and analytics

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Short videos are in high demand. Across large platforms like Instagram, Facebook, YouTube, and TikTok, users are watching billions of videos every day, with companies benefitting massively from this content explosion. For creators, this often means there is pressure to create more content than ever before to be relevant and make a living out of it, especially as more AI-generated slop is infiltrating these platforms.

Jay Neo, a creator and former content lead for short videos at MrBeast, thinks AI can help creators understand what is working for them and also help them create new content ideas in that direction. That’s why, along with former Palantir engineer Shivam Kumar and creator Harry Jones, they are building a platform called Palo to aid creators.

Shivam Kumar and Jay Neo. Image Credits: Jack Willingham

Neo joined MrBeast at 18 to work on viewer retention. In a conversation with TechCrunch, he said that he became fixated with studying different metrics to understand where video viewership dipped.

“I was so obsessed with retention graphs and figuring out why viewers stayed or why they left. I had a document where I noted all this down. Gradually, my role shifted to getting more responsibility around editing and ideation,” Neo said.

Neo’s crowning jewel was a video where the creator asks people on the street if they’d fly to Paris to get a baguette, which garnered more than 1.8 billion views across channels. MrBeast ended up making multiple videos with this format.

In 2023, Neo left MrBeast and started several channels under the “Creaky” branding with another MrBeast co-writer and scaled these to over a billion views per month.

With these experiences, Neo understood there’s power in content formulation and analytics. During his time building Creaky, the team had multiple spreadsheets tracking different metrics around videos. At that time, one of Neo’s advisors suggested that he turn these insights into a product for creators, and he started working with Palo’s other co-founders in early 2024.

Image Credits: Palo

Palo has three core parts to its app: an AI-powered ideation and planning tool, analytics, and community. The company onboards a creator and asks them to integrate all their accounts. The tool then analyzes all their short videos and provides insights into what is working and what is not.

Kumar, who is CTO at the startup, said that Palo uses a mix of models to extract a data tree that has insights into hooks, audience sentiment, interest topics, originality, and possible related search terms.

“The inference engine, which takes these primary data-points and then uses a cocktail of top LLMs to hierarchically aggregate these data-points into cache for hot memory, embeddings which can later be semantically retrieved, and various other structured data formats,” Kumar said. “All of these together help us build a persona for the creator, which is true to them and fully aware of their taste and style.”

The AI planner has a conversational interface, like any other chatbot, and creators can ask general questions about their content. Plus, they can ask the tool to create a script based on a formula. If someone is a more visual creator with less speech in their clips, the tool can also create a storyboard with different hooks.

Right now, the community part is nascent and allows creators to message each other.

Image Credits: PaloImage Credits:Palo

In its test phase, the company worked with around 40 creators with more than 1 million users across channels. Today, the company is opening up its tool to creators with 100,000 followers with a starting price of $250 a month to use the tool, with costlier tiers available for higher usage rates.

The company has raised $3.8 million in funding from Peak XV’s (formerly Sequoia India) Surge, with participation from NFX and individual investors.

Peak XV’s managing director, Rajan Anandan, said the firm was introduced to Palo’s team by one of Neo’s mentors. He said the team’s experience in being part of successful creative teams and technical understanding edged the firm towards investing in the startup.

“Creators everywhere are looking for tools that make their process smoother without taking away their voice. Jay and the team had unusual clarity about where the real value lies and where it does not, which gave us strong conviction. AI is enabling a new category of identity-aware systems that learn deeply from the world’s best creators,” he told TechCrunch.

Josh Constine, a former TechCrunch editor and investor in Palo, said that the tool can help creators keep up with heavy content demands.

“I’ve experienced burnout as a creator myself, which is why I invested in Palo. The challenge today is that to keep up with the latest viral hooks and strategies to beat the algorithm, you have to spend hours per day getting brain-rotted, consuming content, which I think rewires your brain to default to consumption instead of making something new. That can lead to procrastination, writer’s block, and burnout,” Constine said.

Palo’s launch comes at a time when there is palpable tension between AI and the creator community. Platforms like TikTok, Meta, and Google have added more AI-powered tools for creators. While creators have started using AI tools, folks like MrBeast have spoken about the negative impact it could have on the industry.

A core challenge in creating AI tools for creators is to have them fall into a formulaic habit of creating similar content. Neo said that Palo, the tool, tries to nudge creators in a direction where they might be successful and admitted that good videos will still come out of creators’ gut feelings.

“Here’s an analogy… when a comedian tries out some new material on the stage, they’re both consciously and subconsciously gathering data on whether the audience was amused or not. Each performance becomes an iteration, and each new audience benefits from what the comedian learned from the show before. We believe AI can give creators a similar advantage,” Neo said.

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Waymo starts autonomous testing in Philadelphia

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Waymo is adding another four cities to its growing list of robotaxi rollouts. The company announced Wednesday it has begun testing its autonomous vehicles (with a safety monitor) in Philadelphia, and that it will start manual driving to collect data in Baltimore, St. Louis, and Pittsburgh.

Waymo did not offer a timeline for when it plans to launch commercial services in those locations, nor do we know whether the Alphabet-owned company will partner with other companies to operate robotaxis in each one. That has been the move in cities like Atlanta and Austin, for example, where Waymo has partnered with Uber to advance its robotaxi rollout.

But the new locations join a list of over 20 cities where the company is either offering rides, prepping a commercial launch, or testing. Waymo is also now offering rides on freeways in Los Angeles, Phoenix, and the San Francisco Bay Area. The company plans to be doing one million rides per week by the end of 2026.

Waymo has done all this while claiming to be operating at a level five times safer than humans, according to data the company recently released.

But the expansion has not come without its issues. The National Highway Traffic Safety Administration is investigating how the company’s vehicles operate near school buses, after a Waymo was filmed driving around a stopped bus in Atlanta in September.

This week, Austin news outlet KXAN published a report showing Waymo’s vehicles have driven past school buses that were in the process of unloading or loading children multiple times — including after Waymo claims to have shipped software updates to address the problem.

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Spotify Wrapped 2025 adds its first multiplayer feature with ‘Wrapped Party’

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Spotify Wrapped is back. After last year’s widely criticized flop that included an AI podcast as its highlight, the streamer’s highly anticipated annual review feature has returned to its roots. This year, Spotify is doubling down on what it knows works best: deep dives into your streaming data, creative experiences, messages from favorite artists, and other social features.

The company claims that Wrapped 2025 is its biggest, as it’s introducing nearly a dozen new features in addition to its old standbys, like top songs and artists. Plus, it’s offering more visibility into users’ data than in years past. For the first time, Spotify Wrapped is adding a live multiplayer feature to compare your listening data with friends.

Wrapped Party, Wrapped’s first live interactive experience, allows you to invite up to nine friends to compare listening stats.

Image Credits:Spotify

Also new this year, your Top Songs Playlist will include the play counts for each of the top songs, so you can actually see how much time you spent with your favorite tracks.

Other standout features this year include an interactive Top Song Quiz, a Listening Age feature, and Wrapped Clubs, which match you to one of six unique listening styles.

The company believes these additions will not only bring back the personalized, engaging experience that users have long expected from Wrapped, but will take it a step further by making it more interactive than before.

In the Top Song Quiz, for instance, you can try to guess which top song soundtracked your year before seeing the results.

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Image Credits:Spotify

The new interactive Wrapped Party feature isn’t just about comparing the personal streaming data you’ve already received to your friends’ data, as that’s something people already do on social media. Instead, the feature presents unique data stories for your group, like who’s the “most obsessed fan,” the “early bird,” the most “picky listener,” or even something as nice as the “dinner table explainer,” meaning the person who listens to the most news podcasts.

Image Credits:Spotify

Spotify says these awards update dynamically every time you join a Wrapped Party, so no two sessions are ever the same — even if you run through them again with the same group of friends.

The new Wrapped Clubs, meanwhile, will group you into one of half a dozen listening styles, like the “Soft Hearts Club,” the “Club Serotonin,” the “Full Charge Crew,” the “Cosmic Stereo Club,” and others. You’ll also receive a role in the club based on your listening data. You might be a club leader if your listening choices strongly matches the club’s values, a scout if you’re always seeking out new releases, or an archivist if you listen to music from past eras.

Image Credits:Spotify

Another feature, Listening Age, compares your 2025 music listening to others in your age group. To calculate your age, the feature considers the release years of the tracks you listen to most. From there, it identifies the five-year span of music that you engaged with more than other listeners your age.

Image Credits:Spotify

As in prior years, you’ll see your top songs, top artists, top genres, and, for the first time, top albums. If you engaged with audiobooks and podcasts, you’ll see metrics for those as well. Artists, writers, and podcasters will have their own version of Wrapped as before. And top fans will again receive video messages from their favorite artists, podcasters, and, now, authors.

You’ll also receive a playlist of your top songs of the year, as before.

Image Credits:Spotify

What you won’t find in this year’s Wrapped is any feature that advertises it was made with AI.

In a press briefing on Tuesday, Spotify’s Senior Director of Global Marketing, Matt Luhks, admitted the company received a “lot of feedback” about its 2024 AI-focused Wrapped experience, saying it was a “mix of positive and ‘more constructive feedback,’” despite the feature driving more engagement than prior years.

“We take all of that in. We use that as information, insights, [and] inspiration for how we approached Wrapped this year,” he said in a press event ahead of today’s launch.

“What our users tell us about Wrapped means a lot to us, so it was really informative in how we approached Wrapped this year. And what we tried to build was the most creative, most innovative, most engaging Wrapped ever,” he added, setting a high bar for the 2025 edition of the now 11-year-old annual year-in-review feature.

“We’re the original and, we believe, still the best,” Luhks said.

Image Credits:Spotify

Still, AI was a part of the Wrapped experience. Though the company claims the overall experience was not made with AI, it does leverage a LLM (large language model) to add a storytelling layer to Wrapped’s facts and figures, and natural language summaries in other parts of its experience, looking back on your data.

Spotify’s attempt to fix Wrapped after a notable stumble comes as the streamer faces increased competition from Apple, Amazon, YouTube, and others, which have all launched their own annual review features, inspired by Wrapped.

“Everyone seems to have their own version of Wrapped. Now, there’s a lot of reviews and replays and rewinds out there, but we believe that Wrapped still sets the bar for these year-end recaps,” Luhks said.

Along with the consumer experience, Spotify shared its top artists, songs, albums, podcasts, and audiobooks for the year, with top winners that included, respectively, Bad Bunny (top song and album), Joe Rogan (“The Joe Rogan Experience” podcast), and Rebeca Yarros (author of “Fourth Wing”).

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Nothing looks to its community to raise $5M, wants to be ‘IPO-ready’ in 3 years

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Hardware maker Nothing is letting its user base buy its stock as part of a new community investment round of $5 million. The new round, which opens on December 10, will enable consumers to buy the company’s shares at its Series C valuation of $1.3 billion.

The company said it has so far raised $8 million in total from over 8,000 people across two previous community investment rounds. It held its first community funding event in 2021, aiming to raise $1.5 million.

“This isn’t about raising capital, it’s about giving our community/fans a chance to invest while we’re private and join us on the journey,” a spokesperson for Nothing told TechCrunch.

Community investors have a rotating seat on the company’s board, but it is unclear what else they get for investing in the company through such rounds.

Nothing raised $200 million in its Series C back in September from investors including Tiger Global, GV, Highland Europe, EQT, Latitude, I2BF and Tapestry. The company has raised $450 million to date.

The community round comes as Nothing makes changes to its corporate structure as it tries to increase its share of a smartphone market dominated by giants like Samsung and Apple. The company is spinning off its budget CMF brand, and plans to explore AI-centric devices while it keeps building smartphones and audio products. And Nothing claims it crossed $1 billion in cumulative revenue this year, up 150% from 2024.

The startup is working to be “IPO-ready” in three years, CEO Carl Pei told TechCrunch in an email. “The timing will depend on market conditions and what makes sense for the business at that point in time,” he said.

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“What’s important is that we’re already operating with that discipline now. We’re building the systems, the governance, the financial discipline that a public company needs. It forces us to think longer-term and make smarter decisions that prioritise sustainable growth,” Pei added.

It’s not clear if Nothing aims to raise another round before an IPO. When asked about its fundraising plans, a Nothing spokesperson said the company is not thinking about raising capital immediately, but it wouldn’t be averse to those conversations.

Those interested in investing in the community round can use platforms like Wefunder and Crowdcube to participate.

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