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Sneakers are among the most sought-after collectible items. They’re also a prime target for scalpers.

Grand View Research values the global sneaker industry at $86 billion and predicts it will reach $128 billion by 2030. The resale market is also going strong, with Cowen Research estimating it will grow to $30 billion by the end of the decade.

Such popularity makes sneakers an easy target for bots, or software applications that can replace humans in performing certain tasks. Sneaker bots can accelerate the checkout process, wait in a virtual line or even fill out billing information. 

Sneaker bots took off in 2012, when Nike released its Air Jordan Doernbecher 9 shoes on Twitter. Nike required users to direct message the company for a chance to reserve the shoe. What followed was the creation of bots that messaged Nike when they found keywords like “RSVP now,” and “Doernbecher.” The bots were able to react faster than humans, beating out customers for a chance at the shoes. 

Sneaker bots now represent big business for the people behind them 

“In 2022, I made a gross profit of $131,000,” said “Botter Boy Nova,” a sneaker bot developer and YouTube creator who goes by that alias due to security concerns. 

Jesper Essendrop, CEO of Queue-it, agrees. His company specializes in controlling internet traffic with virtual waiting rooms.

Essendrop said that when looking at “sales of high-profile goods like sneakers,” 40% to 95% “of all traffic coming into web shops is from bots.”

In 2021, cybersecurity software company Imperva found that nearly 23% of retail site traffic came from bots with malicious intent. And CHEQ, another software vendor in the space, found that 1 in 4 Black Friday shoppers in 2022 were fake. 

There are currently no laws against using bots to buy sneakers or other retail goods. But legislation, such as a bill called the Stopping Grinch Bots Act, authored by Rep. Paul Tonko, D-N.Y., has been introduced.

“Bots are like a thorn in my side,” said Richie Roxas, who collects New Balance sneakers. “I’m now competing with them all the time for special releases and collabs.”

Top sneaker brands like Nike, Adidas and New Balance are under constant attack from bots. Nike says its SNKRS App receives an average of 12 billion bot calls, or entries trying to game the system, a month. 

On the SNKRS App, a customer can submit an entry to a drawing by selecting a shoe and a size. Nike then selects participants at random to buy the shoe. A lot of these customers are actually bots. 

According to Nike, bots can make up to 10% to 50% of entries depending on demand. For example, in the 2023 release of the Travis Scott x Air Jordan 1 Low OG “Olive,” nearly half of the entries were bots. But Nike told CNBC it has up to a 98% success rate combating bots in the high-demand launches.

Nova and other bot creators have been less successful in recent years, but they still find loopholes and ways to bypass anti-bot measures like CAPTCHA systems. One workaround is called jigging, which is when a creator slightly changes an address, name or other identifying information. 

“People are successfully able to still bot Nike SNKRS,” said Nova. “However, the way in which you have to go about it, you have to really understand how the Nike filter works.”

Nike did not comment on whether customers are still able to successfully use bots on the SNKRS app.

Watch the video to learn more about sneaker bots and how companies like Nike are handling them. 

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OpenAI to acquire Neptune, a startup that helps with AI model training

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OpenAI to acquire Neptune, a startup that helps with AI model training

OpenAI CEO Sam Altman attends an event to pitch AI for businesses in Tokyo, Japan February 3, 2025.

Kim Kyung-hoon | Reuters

OpenAI has entered into a definitive agreement to acquire Neptune, a startup that builds monitoring and de-bugging tools that artificial intelligence companies use as they train models.

Neptune and OpenAI have collaborated on a metrics dashboard to help teams that are building foundation models. The companies will work “even more closely together” because of the acquisition, Neptune CEO Piotr Niedźwiedź said in a blog.

The startup will wind down its external services in the coming months, Niedźwiedź said. The terms of the acquisition were not disclosed.

“Neptune has built a fast, precise system that allows researchers to analyze complex training workflows,” OpenAI’s Chief Scientist Jakub Pachocki said in a statement. “We plan to iterate with them to integrate their tools deep into our training stack to expand our visibility into how models learn.”

OpenAI has acquired several companies this year.

It purchased a small interface startup called Software Applications Incorporated for an undisclosed sum in October, product development startup Statsig for $1.1 billion in September and Jony Ive’s AI devices startup io for more than $6 billion in May.

Neptune had raised more than $18 million in funding from investors including Almaz Capital and TDJ Pitango Ventures, according to its website. Neptune’s deal with OpenAI is still subject to customary closing conditions.

“I am truly grateful to our customers, investors, co-founders, and colleagues who have made this journey possible,” Niedźwiedź said. “It was the ride of a lifetime already, yet still I believe this is only the beginning.”

WATCH: Sam Altman hits reset at OpenAI, pausing side bets to defend ChatGPT’s AI lead

Sam Altman hits reset at OpenAI, pausing side bets to defend ChatGPT’s AI lead

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Micron stops selling memory to consumers as demand spikes from AI chips

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Micron stops selling memory to consumers as demand spikes from AI chips

A person walks by a sign for Micron Technology headquarters in San Jose, California, on June 25, 2025.

Justin Sullivan | Getty Images

Micron said on Wednesday that it plans to stop selling memory to consumers to focus on meeting demand for high-powered artificial intelligence chips.

“The AI-driven growth in the data center has led to a surge in demand for memory and storage,” Sumit Sadana, Micron business chief, said in a statement. “Micron has made the difficult decision to exit the Crucial consumer business in order to improve supply and support for our larger, strategic customers in faster-growing segments.”

Micron’s announcement is the latest sign that the AI infrastructure boom is creating shortages for inputs like memory as a handful of companies commit to spend hundreds of billions in the next few years to build massive data centers. Memory, which is used by computers to store data for short periods of time, is facing a global shortage.

Micron shares are up about 175% this year, though they slipped 3% on Wednesday to $232.25.

AI chips, like the GPUs made by Nvidia and Advanced Micro Devices, use large amounts of the most advanced memory. For example, the current-generation Nvidia GB200 chip has 192GB of memory per graphics processor. Google’s latest AI chip, the Ironwood TPU, needs 192GB of high-bandwidth memory.

Memory is also used in phones and computers, but with lower specs, and much lower quantities — many laptops only come with 16GB of memory. Micron’s Crucial brand sold memory on sticks that tinkerers could use to build their own PCs or upgrade their laptops. Crucial also sold solid-state hard drives.

Micron competes against SK Hynix and Samsung in the market for high-bandwidth memory, but it’s the only U.S.-based memory supplier. Analysts have said that SK Hynix is Nvidia’s primary memory supplier.

Micron supplies AMD, which says its AI chips use more memory than others, providing them a performance advantage for running AI. AMD’s current AI chip, the MI350, comes with 288GB of high-bandwidth memory.

Micron’s Crucial business was not broken out in company earnings. However, its cloud memory business unit showed 213% year-over-year growth in the most recent quarter.

Analysts at Goldman on Tuesday raised their price target on Micron’s stock to $205 from $180, though they maintained their hold recommendation. The analysts wrote in a note to clients that due to “continued pricing momentum” in memory, they “expect healthy upside to Street estimates” when Micron reports quarterly results in two weeks.

A Micron spokesperson declined to comment on whether the move would result in layoffs.

“Micron intends to reduce impact on team members due to this business decision through redeployment opportunities into existing open positions within the company,” the company said in its release.

WATCH: Winners and losers from surge in prices for memory chips

The winners and losers from the surge in memory chip prices

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Microsoft stock sinks on report AI product sales are missing growth goals

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Microsoft stock sinks on report AI product sales are missing growth goals

Microsoft: Have not lowered sales quotas or targets for salespeople

Microsoft pushed back on a report Wednesday that the company lowered growth targets for artificial intelligence software sales after many of its salespeople missed those goals in the last fiscal year.

The company’s stock sank more than 2% on The Information report.

A Microsoft spokesperson said the company has not lowered sales quotas or targets for its salespeople.

The sales lag occurred for Microsoft’s Foundry product, an Azure enterprise platform where companies can build and manage AI agents, according to The Information, which cited two salespeople in Azure’s cloud unit.

AI agents can carry out a series of actions for a user or organization autonomously.

Less than a fifth of salespeople in one U.S. Azure unit met the Foundry sales growth target of 50%, according to The Information.

In another unit, the quota was set to double Foundry sales, The Information reported. The quota was dropped to 50% after most salespeople didn’t meet it.

In a statement, the company said the news outlet inaccurately combined the concepts of growth and quotas.

Read more CNBC tech news

“Aggregate sales quotas for AI products have not been lowered, as we informed them prior to publication,” a Microsoft Spokesperson said.

The AI boom has presented opportunities for businesses to add efficiencies and streamline tasks, with the companies that build these agents touting the power of the tools to take on work and allow workers to do more.

OpenAI, Google, Anthropic, Salesforce, Amazon and others all have their own tools to create and manage these AI assistants.

But the adoption of these tools by traditional businesses hasn’t seen the same surge as other parts of the AI ecosystem.

The Information noted AI adoption struggles at private equity firm Carlyle last year, in which the tools wouldn’t reliably connect data from other places. The company later reduced how much it spent on the tools.

Read the full story from The Information here.

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