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Instagram announced on Monday the launch of a new “Rings” award that will give 25 creators a literal gold ring and a matching badge on their profile, but no cash.

Winners will be chosen by a panel including Instagram chief Adam Mosseri, filmmaker Spike Lee, designer Marc Jacobs and YouTuber Marques Brownlee.

The move comes as Meta-owned Instagram has wound down its creator bonus program and brand deals are slowing across the industry, raising the question of why one of the world’s richest companies is offering jewelry and profile features instead of direct payouts.

“It’s more about a special visibility and sort of incentive for people to work towards a really cool elevated recognition,” Brownlee told CNBC.

He said he nominated creators whose work showed the most effort and risk-taking, not simply those with the biggest followings.

Winners can also change their profile backdrop color and customize the “like” button.

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Meta ended its Reels Play bonus program, which was a key source of income for many creators, on Instagram and Facebook in 2023. At the time, some vented online that losing the payments left them struggling.

“As stupid as it sounds, in this economy it was a blessing for my household to have the extra money coming in,” wrote a user on Reddit.

Mosseri said in June 2024 that the company is considering changes to creator compensation, but no new plan has been announced.

Rivals YouTube and TikTok have their own creator revenue share programs.

YouTube paid out over $100 billion to creators over the last four years, the company reported in September.

Creators saw a dramatic drop in brand deals in 2024, falling 52%, according to a survey from Kajabi.

In January, Meta was offering deals to creators to promote Instagram on TikTok, Snapchat and YouTube, CNBC reported. However, an Instagram spokesperson said these deals had ended.

Against that backdrop, Instagram’s new gold rings stand out as a symbolic gesture rather than direct financial support in an increasingly challenging creator economy.

“This could be looked at as an incentive to make more Instagram stuff, or really just an incentive to make the best possible thing you can and hopefully get recognized for it,” Brownlee said. “No matter where you’re doing it, it feels good to know that it resonates with people, this is inspiring people, or this is impressing people.”

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Sam Altman says OpenAI will top $20 billion in annualized revenue this year, hundreds of billions by 2030

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Sam Altman says OpenAI will top  billion in annualized revenue this year, hundreds of billions by 2030

OpenAI CEO Sam Altman speaks to media following a Q&A at the OpenAI data center in Abilene, Texas, U.S., Sept. 23, 2025.

Shelby Tauber | Reuters

OpenAI CEO Sam Altman said Thursday that the artificial intelligence startup is on track to generate more than $20 billion in annualized revenue run rate this year, with plans to grow to hundreds of billions in sales by 2030.

The company has inked more than $1.4 trillion of infrastructure deals in recent months to try and build out the data centers it says are needed to meet growing demand. The staggering sum has raised questions from investors and others in the industry about where OpenAI will come up with the money.

“We are trying to build the infrastructure for a future economy powered by AI, and given everything we see on the horizon in our research program, this is the time to invest to be really scaling up our technology,” Altman wrote in a post on X. “Massive infrastructure projects take quite awhile to build, so we have to start now.”

OpenAI was founded as a nonprofit research lab in 2015, but has become one of the fastest-growing commercial entities on the planet following the launch of its chatbot ChatGPT in 2022. The startup is currently valued at $500 billion, though it’s still not profitable.

In September, OpenAI CFO Sarah Friar told CNBC that OpenAI was on track to generate $13 billion in revenue this year.

Friar caught the attention of the Trump administration this week after she saying at at event that OpenAI is looking to create an ecosystem of banks, private equity and a federal “backstop” or “guarantee” that could help the company finance its investments in cutting-edge chips. 

She clarified those comments late Wednesday, writing in a post on LinkedIn that OpenAI is not seeking a government backstop for its infrastructure commitments.

“I used the word ‘backstop’ and it muddied the point,” Friar wrote. “As the full clip of my answer shows, I was making the point that American strength in technology will come from building real industrial capacity which requires the private sector and government playing their part.”

Venture capitalist David Sacks, who is serving as President Donald Trump’s AI and crypto czar, said Thursday that there will be “no federal bailout for AI.” He wrote in a post on X that if one frontier model company in the U.S. fails, another will take its place.

Altman said Thursday that OpenAI does “not have or want government guarantees for OpenAI datacenters.” He said taxpayers should not bail out companies that make poor decisions, and that “if we get it wrong, that’s on us.”

“This is the bet we are making, and given our vantage point, we feel good about it,” Altman wrote. “But we of course could be wrong, and the market—not the government—will deal with it if we are.”

WATCH: Trump AI czar David Sacks says ‘no federal bailout for AI’ after OpenAI CFO’s comments

Trump AI czar David Sacks says ‘no federal bailout for AI’ after OpenAI CFO’s comments

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Apple’s AI roadmap looks brighter — plus, Costco delivers upbeat sales numbers

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Apple's AI roadmap looks brighter — plus, Costco delivers upbeat sales numbers

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Meta reportedly projected 10% of 2024 sales came from scam, fraud ads

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Meta reportedly projected 10% of 2024 sales came from scam, fraud ads

Mark Zuckerberg, chief executive officer of Meta Platforms Inc., during a dinner with tech leaders in the State Dining Room of the White House in Washington, DC, US, on Thursday, Sept. 4, 2025. US President Donald Trump said he would be imposing tariffs on semiconductor imports “very shortly” but spare goods from companies like Apple Inc. that have pledged to boost their US investments. Photographer: Will Oliver/EPA/Bloomberg via Getty Images

Will Oliver | Bloomberg | Getty Images

Meta projected that 10% of its overall sales in 2024, or about $16 billion, came from running online ads for scams and banned goods, according to a Thursday report from Reuters

Those kinds of ads included promotions for “fraudulent e-commerce and investment schemes, illegal online casinos and the sale of banned medical products,” according to the Reuters report, which was based on internal company documents. Those documents showed the company’s attempts to measure the prevalence of fraudulent advertising on its apps like Facebook and Instagram.

Meta brought in more than $164.5 billion in overall sales for 2024. Last week, the company said that third-quarter sales rose 26% year-over-year to $51.24 billion and that it lifted the low end of its total expenses for the year by $2 billion as part of its massive investments into artificial intelligence.

The Reuters report cited a December 2024 document that showed how Meta each year generates roughly $7 billion in annualized sales from so-called “higher risk” scam ads, which are promotions that are clearly deceptive. Each day, Meta shows users an estimated 15 billion of these higher risk scam ads, the Reuters report said, citing a separate document.

Although some of the documents show that Meta aims to reduce the amount of bogus ads on its platform, the Reuters report also said that other documents suggest the company is concerned that its business projections could be impacted by any abrupt removal of the fraudulent promotions.

A Meta spokesperson said that the company “aggressively” addresses scam and fraud ads on its apps. The projections that 10% of the company’s 2024 ad sales came from bunk ads “was a rough and overly-inclusive estimate rather than a definitive or final figure; in fact, subsequent review revealed that many of these ads weren’t violating at all,” the spokesperson said in a statement.

“Unfortunately, the leaked documents present a selective view that distorts Meta’s approach to fraud and scams by focusing on our efforts to assess the scale of the challenge, not the full range of actions we have taken to address the problem,” the spokesperson said.

WATCH: Wall Street backs AI winners, and Meta’s not one of them this quarter.

Wall Street backs AI winners, and Meta’s not one of them this quarter

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