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Shortly after ChatGPT hit the market last year and instantly captured headlines for its ability to appear human in answering user queries, digital marketing veteran Shane Rasnak began experimenting.

As someone who had built a career in creating online ad campaigns for clients, Rasnak saw how generative artificial intelligence could transform his industry. Whether it was coming up with headlines for Facebook ads or short blurbs of ad copy, Rasnak said, jobs that would have taken him 30 minutes to an hour are now 15-minute projects.

And that’s just the beginning.

Rasnak is also playing with generative AI tools such as Midjourney, which turns text-based prompts into images, as he tries to dream up compelling visuals to accompany Facebook ads. The software is particularly handy for someone without a graphic design background, Rasnak said, and can help alongside popular graphic-editing tools from Canva and Adobe’s Photoshop.

While it’s all still brand new, Rasnak said generative AI is “like the advent of social media” in terms of its impact on the digital ad industry. Facebook and Twitter made it possible for advertisers to target consumers based on their likes, friends and interests, and generative AI now gives them the ability to create tailored messaging and visuals in building and polishing campaigns.

“In terms of how we market our work, the output, the quality and the volume that they’re able to put out, and how personalized you can get as a result of that, that just completely changes everything,” Rasnak said.

Rasnak is far from alone on the hype train.

Meta, Alphabet and Amazon, the leaders in online advertising, are all betting generative AI will eventually be core to their businesses. They’ve each recently debuted products or announced plans to develop various tools to help companies more easily create messages, images and even videos for their respective platforms.

Generative A.I. startups are driving VC deals

Their products are mostly still in trial phases and, in some cases, have been criticized for being rushed to market, but ad experts told CNBC that, taken as a whole, generative AI represents the next logical step in targeted online advertising.

“This is going to have a seismic impact on digital advertising,” said Cristina Lawrence, executive vice president of consumer and content experience at Razorfish, a digital marketing agency that’s part of the ad giant Publicis Groupe.

In May, Meta announced its AI Sandbox testing suite for companies to more easily use generative AI software to create background images and experiment with different advertising copy. The company also introduced updates to its Meta Advantage service, which uses machine learning to improve the efficiency of ads running on its various social apps.

Meta has been pitching the Advantage suite as a way for companies to get better performance from their campaigns after Apple’s 2021 iOS privacy update limited their ability to track users across the internet.

‘Personalization at scale’

Meta Platforms CEO Mark Zuckerberg speaks at Georgetown University in Washington, Oct. 17, 2019.

Andrew Caballero-Reynolds | AFP | Getty Images

Varos CEO Yarden Shaked said the increase shows Facebook is having some success in persuading advertisers to rely on its automated ad technology. However, Shaked said he’s “not sold on the creative piece yet,” regarding Meta’s nascent foray into providing generative AI tools for advertisers.

Similarly, Rasnak said Midjourney’s tool isn’t “quite there yet” when it comes to producing realistic imagery that could be incorporated into an online ad, but is effective at generating “cartoony designs” that resonate with some smaller clients.

Jay Pattisall, an analyst at Forrester, said several major hurdles prevent generative AI from having a major immediate impact on the online ad industry.

One is brand safety. Companies are uncomfortable outsourcing campaigns to generative AI, which can generate visuals and phrases that reflect certain biases or are otherwise offensive and can be inaccurate.

Earlier this year, Bloomberg News found that AI-created imagery from the popular Stable Diffusion tool produced visuals that reflected a number of stereotypes, generating images of people with darker skin tones when fed prompts such as “fast-food worker” or “social worker” and associating lighter skin tones with high-paying jobs.

There are also potential legal issues when it comes to using generative AI powered by models trained on data that’s “scraped from the internet,” Pattisall said. Reddit, Twitter and Stack Overflow have said they will charge AI companies for use of the mounds of data on their platforms.

Scott McKelvey, a longtime marketing writer and consultant, cited other limitations surrounding the quality of the output. Based on his limited experience with ChatGPT, the AI chatbot created by OpenAI, McKelvey said the technology fails to produce the kind of long-form content that companies could find useful as promotional copy.

“It can provide fairly generic content, pulling from information that’s already out there,” McKelvey said. “But there’s no distinctive voice or point of view, and while some tools claim to be able to learn your brand voice based on your prompts and your inputs, I haven’t seen that yet.”

An OpenAI spokesperson declined to comment.

A spokesperson for Meta said in an email that the company has done extensive research to try to mitigate bias in its AI systems. Additionally, the company said it has brand-safety tools intended to give advertisers more control over where their ads appear online and it will remove any AI-generated content that’s in violation of its rules.

“We are actively monitoring any new trends in AI-generated content,” the email said. “If the substance of the content, regardless of its creation mechanism, violates our Community Standards or Ads Standards, we remove the content. We are in the process of reviewing our public-facing policies to ensure that this standard is clear.”

The Meta spokesperson added that as new chatbots and other automated tools come to market, “the industry will need to find ways to meet novel challenges for responsible deployment of AI in production” and “Meta intends to remain at the forefront of that work.”

Stacy Reed, an online advertising and Facebook ads consultant, is currently incorporating generative AI into her daily work. She’s using the software to come up with variations of Facebook advertising headlines and short copy, and said it’s been helpful in a world where it’s more difficult to track users online.

Reed described generative AI as a good “starting point,” but said companies and marketers still need to hone their own brand messaging strategy and not rely on generic content. Generative AI doesn’t “think” like a human strategist when producing content and often relies on a series of prompts to refine the text, she explained.  

Thus, companies shouldn’t simply rely on the technology to do the big picture thinking of knowing what themes resonate with different audiences or how to execute major campaigns across multiple platforms.

“I’m dealing with large brands that are struggling, because they’ve been so disconnected from the average customer that they’re no longer speaking their language,” Reed said.

For now, major ad agencies and big companies are using generative AI mostly for pilot projects while waiting for the technology to develop, industry experts said.

Earlier this year, Mint Mobile aired an ad featuring actor and co-owner Ryan Reynolds reading a script that he said was generated from ChatGPT. He asked the program to write the ad in his voice and use a joke, a curse word and to let the audience know that the promotion is still going.

After reading the AI-created text, Reynolds said, “That is mildly terrifying, but compelling.”

Watch: Social media showdown: Instagram to launch direct competitor to Twitter

Social media showdown: Instagram to launch direct competitor to Twitter

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Bigger bitcoin HODL: Time for 10% to 40% of portfolio in crypto, says financial advisor Ric Edelman

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Bigger bitcoin HODL: Time for 10% to 40% of portfolio in crypto, says financial advisor Ric Edelman

Four years ago, financial advisor Ric Edelman went out on a limb in saying everyone should hold cryptocurrencies. But how much? Low single digits was his recommendation.

In his “The Truth about Crypto” book in 2021, Edelman said as low as a 1% allocation was reasonable.

A lot has changed.

This week, Edelman said financial advisors should be recommending anywhere from 10% to 40% allocations to cryptocurrencies, and he is aware it’s quite a shift in his own thinking.

“Today I am saying 40%, that’s astonishing,” he told CNBC’s Crypto World in an interview. “No one has ever said such a thing.”

But the “why” is the more important thing.

For one, it’s because of the massive change seen in the industry, what he called “the evolution of crypto in the past four years,” he said.

Four years ago, Edelman said, we didn’t know if governments would ban bitcoin, or if the technology would be obsolete, and if consumers and institutions would adopt it.

“Today, all those questions have been resolved,” said Edelman, who heads the Digital Assets Council of Financial Advisors. “It’s radically changed and is now a mainstream asset.”

For sure, the more mainstream crypto becomes, the more it will feature across investment portfolios. Bitcoin ETFs have been taking in billions this year, among the top asset classes in ETF inflows this year, one sign of crypto’s arrival on the radar of more financial advisors and long-term investors.

The other big shift Edelman sees longer-term, and just as important to his view of crypto allocation, is the end of the traditional 60/40 model of long-term investing, with 60% in stocks and 40% in bonds, which Edelman says is obsolete due to increased longevity, and life expectancy in the U.S., that has risen from 47 in the 1900s to 85 today, and is projected to potentially reach as high as 100 over the next 30 years if technological advances related to medicine proceed. 

“If you’re a financial advisor and you had a 30-year-old client who was saving for their long-term future, you would tell them to put 100% of their money in stocks, because they have 50 years to go,” said Edelman. “Today’s 60-year-old is kind of like yesterday’s 30-year-old,” he added.

“You need to get better returns than you can get from bonds and you need to hold equities longer than ever before,” Edelman said. And as that allocation model shifts away from the classic 40% bond allocation, he said crypto needs to play a much bigger role in investing.

“Bitcoin prices don’t move in sync with stocks or bonds or gold or oil or commodities,” Edelman said. 

He added that investors are starting to recognize it as a “wonderful way to improve modern portfolio theory statistics. “The crypto asset class offers the opportunity for higher returns that you’re likely to get in virtually any other asset class,” Edelman said.

Some analysts predict bitcoin will hit $150,000-$250,000 by the end of this year and $500,000 by the end of this decade. Edelman said, “That’s a conservative estimate compared to what others are saying.” 

In other crypto news of note on Friday:

Crypto hacks hit a new record in the first half of the year.  According to TRM Labs, bad actors raked in over $2.1 billion in at least 75 different hacks and exploits, setting a new record. Attacks on crypto infrastructure, like stealing private keys and seed phrases or compromises of front-end software, accounted for over 80% of the funds stolen in 2025’s first half. 

Trump housing advisor tells CNBC about crypto mortgage plan. Bill Pulte, the director of the Federal Housing Finance Agency, joined CNBC’s “Money Movers” on Friday to discuss the plan he released this week to have Fannie Mae and Freddie Mac count crypto as a federal mortgage asset.

Senate targets end of September for crypto bill. Senator Tim Scott, chairman of the Senate Banking Committee, said at an event on Thursday that legislation to establish rules for U.S. crypto markets will be finished by the end of September.

You can can catch more on those headlines in today’s Crypto World episode above.

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Coinbase is the best-performing stock in the S&P 500 in June, and may have even more room to run

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Coinbase is the best-performing stock in the S&P 500 in June, and may have even more room to run

People watch as the logo for Coinbase, the biggest U.S. cryptocurrency exchange, is displayed on the Nasdaq MarketSite jumbotron at Times Square in New York on April 14, 2021.

Shannon Stapleton | Reuters

Coinbase is the top performer in the S&P 500 in June, boosted by positive regulatory updates, product launches and, of course, its very inclusion in the benchmark stock index at the end of May.

The crypto exchange’s outperformance in the S&P 500 extends back to the April 8 market low, just after President Donald Trump’s initial sweeping tariffs announcement sent stocks sinking.

Coinbase is now on pace for its best month since November, third straight monthly gain — 43% in June alone — and its first three-month rally since the end of 2023. On Thursday, the stock hit its highest level since the day of its initial public offering in 2021.

“The S&P 500 inclusion, the Senate’s passage of the GENIUS Act and very strong performance of Circle negated the false narratives for Coinbase and people are waking up,” Oppenheimer analyst Owen Lau told CNBC.

Restraints lifted

“The two things holding Coinbase back were the issues of fee compression — it hasn’t happened and in fact, Coinbase has been generating positive earnings consistently, which is why they were included in the S&P 500 — and regulatory uncertainty,” he said. “Many people don’t believe there will be any consensus coming out of Congress … the fact is we’re seeing the passage of the GENIUS Act.”

The GENIUS Act establishes the first federal framework for dollar-pegged stablecoins, granting sweeping authority to the Department of Treasury and opening the door to banks, fintechs, and retailers.

Even with Coinbase’s 44% run this month, the stock has room to appreciate further, according to Devin Ryan, head of financial technology research at Citizens. He said the market isn’t fully connecting the dots around Coinbase’s close relationship with Circle Internet Group. Circle debuted on the New York Stock Exchange June 5 and has soared more than 500% since.

According to a revenue share agreement, Coinbase keeps 100% of the revenue generated on all USDC held on Coinbase, plus nearly 50% of all other USDC revenues, “which is 99% of Circle’s current revenue,” Ryan said.

USDC is the stablecoin issued by Circle. Stablecoins are a subset of cryptocurrencies pegged to the value of real-world assets. About 99% of all stablecoins are tethered to the price of the U.S. dollar.

Another way to play

“Yet, Coinbase doesn’t incur any of the operating costs borne by Circle,” Ryan said. “If the market is right on the current bullish view for Circle, Coinbase is another way to play that — and with the financial connection described, it would seem there’s a lot more value left in Coinbase.”

Coinbase, whose core business is crypto trading, has been expanding its suite of crypto services over the past several quarters to include areas like custody, staking, wallet services and stablecoins.

This month, the company beefed up its subscription plan by offering it with its first crypto-backed credit card in partnership with American Express. It also introduced a partnership with Shopify and debuted a stablecoin payments service for e-commerce. JPMorgan also partnered with the crypto company to launch its own version of a stablecoin, which it’s calling a “deposit token” on Coinbase’s in-house built blockchain, Base.

“There’s clearly a sentiment trade occurring in crypto as institutional investors are looking at the space, many for the first time, and want to express a positive view on crypto evolving from a speculative asset class to one of utility — with legislative clarity as the key catalyst — and Coinbase is the most direct way to invest in that thesis,” Ryan said.

Volume concern

If there’s one concern, it’s in trading volume, said Oppenheimer’s Lau. The average daily volume of crypto transactions on the Coinbase platform has been trending lower since April, which could be a risk for the company and other crypto trading providers heading into the second half of the year.

The analyst is optimistic the regulatory outlook can turn that around though, specifically if the industry gets market structure legislation on top of stablecoin legislation.

“If the GENIUS Act brought us to ‘stablecoin summer’ then I believe that the eventual passage of the CLARITY Act can bring us into altcoin summer,” Lau said. “So at the end of this year, I do see another catalyst that can reverse this trend because there will be animal spirits, people will be buying altcoins like crazy if we get past the market structure bill.”

Don’t miss these cryptocurrency insights from CNBC Pro:

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Quantum computing is having a moment. But the technology remains futuristic

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Quantum computing is having a moment. But the technology remains futuristic

Microsoft’s Majorana 1 quantum computing chip

Microsoft

It doesn’t quite have the buzz of artificial intelligence, but quantum computing is having a moment of its own.

Some of the most powerful institutions in the world, including Google, Microsoft, Amazon, IBM and the U.S. government, are spending many millions of dollars in a race to develop and build the first practical quantum computer.

Startups focused on quantum technology attracted about $2 billion last year, according to a McKinsey & Co. report, as investors pile into an industry that could have nearly $100 billion in revenue within a decade.

There isn’t much business today, though. In total, quantum computing companies generated under $750 million in revenue in 2024, according to the same report.

But more and more, we’re hearing about a big breakthrough.

In the past year, Microsoft unveiled its first quantum chip, Google executives said the technology may only be five years away, Amazon showcased its error-correcting quantum processor and IBM outlined its plan to build a meaningful quantum computer by 2029.

Joining them are scores of smaller companies and universities working on the underlying mathematics, software or potential business model. Some of the companies are even publicly traded, and can see their stocks soar or collapse based on a kernel of news.

In January, Nvidia CEO Jensen Huang sent quantum computing stocks reeling when he said 15 years was “on the early side” in considering how long it would be before quantum computing would be useful. He said at the time that 20 years was a time frame that “a whole bunch of us would believe.”

Two months later, he walked back the comments, but also expressed surprise that they moved markets, or that there were even markets to be moved.

“How could a quantum computer company be public?” Huang said in March.

New defense companies shaping the future of modern warfare: Quantum Systems Co-CEO

Right now, there isn’t anything useful that quantum computers can do. They’re purely for research.

But the promise is clear. If the technology works, it can crunch certain kinds of numbers and do some tasks that are currently impossible on a traditional computer, or that would require so much time that the universe would end before they were completed.

To imagine a quantum computer, you have to fundamentally change how you consider what it means to compute.

A traditional computer works because there are billions of transistors on every chip. Those transistors can be ones or zeros — on or off. In large numbers, transistors can represent nearly every number, refer to parts of the system’s memory, and do arithmetic. That’s how every computer in the world works today.

In a quantum computer, the system uses qubits instead of transistors. It’s far more complicated than ones and zeros. Whether qubits are on or off is determined by quantum mechanics, and all of the qubits are “entangled,” which means a change in one will affect the probability of the others.

Making qubits work can require significant infrastructure. For example, some quantum computers have to be operated at very cold temperatures, near absolute zero.

So far, a lot of the applications for quantum have to do with simulating chemistry and physics.

“Quantum computers will not be the compute of choice for every application, and that’s OK,” said Krysta Svore, Microsoft’s vice president of advanced quantum development. “Even if we just use quantum computers for material science and chemistry, 96% of the world’s manufactured goods rely on chemistry and material science.”

Encryption

There’s one well-understood use for quantum computing today: encryption. That’s why the U.S. government and others around the world are closely tracking the technology’s development. It matters for national defense.

“The fear is that quantum computers will be able to crack our digital secrets,” said John Young, operating chief at the Americas division of Quantum eMotion, a quantum security company.

Currently, most passwords, WhatsApp texts, financial transactions and other important messages are encrypted, which means they’re scrambled and can’t be read if the data is stolen or observed. But quantum computers will be able to factor numbers quickly, which could allow hackers or other attackers to efficiently find the codes needed to decrypt important secrets.

Security researchers worry about what they call Q-Day, or the day when an effective quantum computer is created. They predict chaos when passwords and encryption start to mysteriously fail.

“Alongside its potential benefits, quantum computing also poses significant risks to the economic and national security of the United States,” the Biden White House said in 2022, in a national security memo. A cryptographically relevant quantum computer “could jeopardize civilian and military communications, undermine supervisory and control systems for critical infrastructure, and defeat security protocols for most Internet-based financial transactions,” the memo said.

An exclusive first look inside Amazon’s quantum computer lab

There’s no practical application or algorithm that can be run on a quantum computer that can’t today be accomplished on a normal silicon-based, digital computer.

However, several groups say they’ve proven “quantum supremacy,” indicating that they’ve run a problem on a quantum computer that would’ve taken far longer with a traditional computer. The actions were all abstract.

Google was the first to declare quantum supremacy in 2019, describing its quantum computer’s accomplishment as a “benchmark.” The task it performed is called random circuit sampling, which is basically only used to test quantum computers.

Google says that researchers gave a computer random instructions to make a problem as complex under quantum mechanics as possible. Its researchers were then able to show that a quantum computer is faster at deciphering the quantum problem. Last year, Google said that its new, faster quantum computer Sycamore had expanded the performance gap.

In terms of future real-world applications, most of the potential for quantum computers is in the realms of medicine, chemistry and materials research.

Google points to drug discovery, or finding molecules that could be useful medicines. It also says that quantum computers will be able to do the science needed to commercialize fusion energy.

When Microsoft announced its first quantum chip in February, the company highlighted chemistry and materials science problems, like why some materials corrode, or how to compost plastic.

There is also some optimism that quantum computers will be well suited for generating training data for AI applications, especially for situations or problems with a huge number of potential solutions.

A general view of the Pentagon in Washington, D.C., U.S., March 21, 2025.

Kent Nishimura | Reuters

A Google researcher maintains a webpage that catalogs many of the most prominent quantum algorithms.

The most famous is Shor’s algorithm, which showed that a quantum computer would be able to find prime factors of a large number far faster than is currently possible on a digital computer.

When the algorithm was discovered in 1994, it ignited some concern from militaries around the world. Many of them use an encryption method called RSA, which needs the process of factoring large numbers to be difficult in order to keep data secret.

Worry about China

The fear is that a quantum computer would allow an adversary like China to quickly decode U.S. military messages or consumer banking transactions.

“Without effective mitigation, the impact of adversarial use of a quantum computer could be devastating to [national security systems] and our nation,” the Pentagon said in 2021.

Microsoft has acknowledged the national security factor, and has even framed quantum security as a race against China.

“While most believe that the United States still holds the lead position, we cannot afford to rule out the possibility of a strategic surprise or that China may already be at parity with the United States,” Microsoft President Brad Smith wrote in a blog post in April.

The government has led an effort to move encryption to so-called post-quantum methods, which can’t be broken by a quantum computer. Companies such as Apple have already started to integrate post-quantum encryption into its services like iMessage.

But past communications can still contain secrets. Intelligence agencies and other hackers often collect encrypted data in the expectation that one day it can be decrypted.

For now, much of the work in quantum is still fairly academic.

Most of the advanced hardware companies today are working on “error correction,” or a variety of methods meant to reduce the number of errors, and make them less harmful when they happen.

In present-day quantum computers, the qubits fail as often as 1 out of 1,000 times they are used, according to Microsoft researchers. Microsoft said last week that it was able to reduce the error rate by 1,000-fold thanks to a new approach.

Several improvements in error correction have been announced over the past year, which is one reason why researchers and engineers are increasingly confident that they’ll be able to build a quantum computer.

The next issue to address is scaling up the computers.

Google’s new Willow chip has 105 qubits. Microsoft’s Majorana chip has eight. IBM’s Starling plans to have 200 qubits. Amazon’s Ocelot chip has 14 qubits. In the coming years, these numbers have to go way up. Google and Microsoft say a truly useful quantum computer will need 1 million qubits.

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Nvidia CEO: Quantum computing is reaching an inflection point

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