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Google's New AI Overviews Isn’t Just Another Search Update

Google's recent rollout of AI Overviews (previously called “Search Generative Experience”) at its annual developer conference is being hailed as the biggest transformation in search since the company was founded. This isn’t a side project for Google — it fundamentally alters how content gets discovered, consumed, and valued online. If you're in marketing, PR, content strategy, or run a business that depends on online visibility, this requires a fundamental shift in your thinking. What Is AI Overviews? Instead of showing users a familiar list of blue links and snippets, Google now uses artificial intelligence to generate a summary answer at the very top of many search results pages. This AI-generated box pulls together content from across the web and tries to answer the user’s question instantly—without requiring them to click through to individual websites. Here’s what that looks like: You type in a question like “What are the best strategies for handling a media crisis?” Instead of just links, you see a big AI-generated paragraph with summarized strategies, possibly quoting or linking to 3-5 sources—some of which might not even be visible unless you scroll or expand the summary.  Welcome to the new digital gatekeeper. Elizabeth Reid, VP of Search at Google states "Our new Gemini model customized for Google Search brings together Gemini’s advanced capabilities — including multi-step reasoning, planning and multimodality — with our best-in-class Search systems. Let's breakdown this technobabble. Think of Gemini as the brain behind Google’s search engine that’s now: Even More Focused on User intent For years, SEO strategies were built around guessing and gaming the right keywords: “What exact phrase are people typing into Google?” That approach led to over-optimized content — pages stuffed with phrases like “best expert speaker Boston cleantech” — written more for algorithms than actual humans.  But with Google Gemini and other AI models now interpreting search queries like a smart research assistant, the game has changed entirely.  Google is no longer just matching phrases — it’s interpreting what the user wants to do and why they’re asking. Here’s What That Looks Like: Let’s say someone searches: “How do I find a reputable expert on fusion energy who can speak at our cleantech summit?” In the old system, pages that mentioned “renewable energy,” “expert,” and “speaker” might rank — regardless of whether they actually helped the user solve their problem. Now Google more intuitively understands: • The user wants to evaluate credibility • The user is planning an event • The user needs someone available to speak • The context is likely professional or academic If your page simply has the right keywords but doesn’t send the right signals — you’re invisible. Able to plan ahead Google and AI search platforms now go beyond just grabbing facts. They string together pieces of information to answer more complex, multi-step queries.  In traditional search, users ask one simple question at a time. But with multi-step queries, users are increasingly expecting one search to handle a series of related questions or tasks all at once — and now Google can actually follow along and reason through those steps.  So imagine you’re planning a conference. A traditional search might look like: "Best conference venues in Boston” But a multi-step query might be: “Find a conference venue in Boston with breakout rooms, check availability in October, and suggest nearby hotels with group rates.” This used to require three or four different searches, and you’d piece it together yourself. Now Google can handle that entire chain of related tasks, plan the steps behind the scenes, and return a highly curated answer — often pulling from multiple sources of structured and unstructured data. Even Better at understanding context Google now gets the difference between ‘a speaker at a conference’ and ‘a Bluetooth speaker’ — because it understands what you mean, not just what you type.”  In the past, Google would match keywords literally. If your page had the word “speaker,” it might rank for anything from event keynotes to audio gear. That’s why so many search results felt off or required extra digging. Now Google reads between the lines. It understands that “conference speaker” likely refers to a person who gives talks, possibly with credentials, experience, and a bio.  And that “Bluetooth speaker” is a product someone might want to compare or buy. Why this matters for marketers: If you’re relying on vague or generic content — or just “keyword-stuffing” — your pages will fall flat. Google is no longer fooled by superficial matches. It wants depth, clarity, and specificity. Reads More Than Just Text Google now processes images, videos, charts, infographics, and even audio — and uses that multimedia information to answer search queries more completely.  This now means that your content isn’t just being read like a document — it’s being watched, listened to, and interpreted like a human would. For example: • A chart showing rising enrollment in nursing programs might get picked up as supporting evidence for a story about healthcare education trends. • A YouTube video of your CEO speaking at a conference might be indexed as proof of thought leadership. • An infographic explaining how your service works could surface in an AI-generated summary — even if the keyword isn’t mentioned directly in text. Ignoring multimedia formats?  Then, your competitors’ visual storytelling could be outperforming your plain content.  Because you're not giving Google the kind of layered, helpful content that Gemini is now designed to highlight. Why This Matters There's a big risk here.  Marketers who ignore these developments are in danger of becoming invisible in search. Your old SEO tricks won’t work. Your content won’t appear in AI summaries. Your organization won’t be discovered by journalists, customers, or partners who now rely on smarter search results to make decisions faster. If you’re in communications, PR, media relations, or digital marketing, here’s the key message. You are no longer just fighting for links. You need to fight to be included in the Google AI summary itself at the top of search results - that's the new #1 goal.  Why? Journalists can now find their answers before ever clicking on your beautifully written news page. Prospective students, donors, and customers will often just see the AI’s version of your content. Your brand’s visibility now hinges on being seen as “AI-quotable.” If your organization isn’t optimized for this new AI-driven landscape, you risk becoming invisible at the very moment people are searching for what you offer. How You Can Take Action (and Why Your Role Is More Important Than Ever) This isn’t just an IT or SEO problem. It’s a communications strategy opportunity—and you are central to the solution. What You Can Do Now to Prepare for AI Overviews 1. Get Familiar with How AI “Reads” Your Content AI Overviews pull content from websites that are structured clearly, written credibly, and explain things in simple language. Action Items: Review your existing content: Is it jargon-heavy? Outdated? Lacking expert quotes or explanations? Then, it's time to clean house. 2. Collaborate with your SEO and Web Teams Communicators and content creators now need to work hand-in-hand with technical teams. Action Items: Check your pages to see if you are using proper schema markup.  Are you creating topic pages that explain complex ideas in simple, scannable formats? 3. Showcase Human Expertise AI values content backed by real people—especially experts with credentials. Action Items: Make sure your expert profiles are up to date.  Make sure you continue to enhance them with posts, links to media coverage, short videos, images and infographics that highlight the voices behind your brand and make you stand out in search. 4. Don’t Just Publish—Package AI favors content that it can easily digest and display such as summary paragraphs, FAQs, and bold headers that provide structure for search engines.  This also makes your content more scannable and engaging to humans. Action Items: Repurpose your best content into AI-friendly formats: think structured lists, how-tos, and definitions. 5. Monitor Your Presence in AI Overviews Regularly search key topics related to your organization and see what shows up. Action Items: Is your content featured? If not, whose is—and identify what they doing differently. A New Role for Communications: From Media Pitches to Machine-Readable Influence This isn’t the end of communications as we know it—it’s an evolution. Your role now includes helping your organization communicate clearly to machines as well as to people. Think of it as “PR for the algorithm.”  You’re not just managing narratives for the public—you’re shaping what AI systems say about you and your brand. That means: • Ensuring your best ideas and experts are front and center online. • Making complex information simple and quotable. • Collaborating cross-functionally like never before. Final Thought: AI Search Rewards the Prepared Google’s new AI Overviews are here. They’re not a beta test. This is the future of search, and it’s already rolling out. If your institution, company, or nonprofit wants to be discovered, trusted, and quoted, you can no longer afford to ignore how AI interprets your online presence. Communications and media professionals are now at the front lines of discoverability. And the best way to lead is to act now, work collaboratively, and elevate your role in this new era of search. Want to see how leading organizations are getting ahead in the age of AI search? Discover how ExpertFile is helping corporations, universities, healthcare institutions and industry associations transform their knowledge into AI-optimized assets — boosting visibility, credibility, and media reach. Get your free download of our app at www.expertfile.com

Rural health documentary earns Peabody Award for Georgia Southern professor

Georgia Southern University Professor Matthew Hashiguchi has won a Peabody Award for his documentary, “The Only Doctor,” which focuses on rural health and the services provided by a single doctor in southwest Georgia. The Peabody Awards are prestigious accolades in storytelling across television, radio, streaming and other digital mediums. Categories for winning a Peabody include journalism, social video, interactive documentary, gaming and more. The nearly hour-long feature received the award in the Public Service category, which recognizes projects that address or respond to public health concerns, enhance public engagement or educate the public. For Hashiguchi, the award represents a personal and career accolade. “This award isn’t just a professional achievement, but also represents a moment in my life where I became a father,” said Hashiguchi. “I started filming right before my first daughter was born, and finished right after the second. While this award is an incredible acknowledgment of my work, it means even more to me as a priceless moment from their childhood.” The documentary focuses on Karen Kinsell, M.D., the sole physician serving 3,000 citizens in Clay County, Georgia, near the Georgia-Alabama border. The film spotlights the plight of a community in need of medical assistance and the dedicated doctor fighting to keep her clinic’s doors open. Hashiguchi delves into Kinsell’s sacrifices for her clinic’s operations, revealing her commitment to her patients. “Dr. Kinsell gets calls at home at all hours of the day and night,” Hashiguchi said. “She, at times, has had to pay the bills from her own bank account. But I’d say the biggest sacrifice is that she’s a doctor who does not have breaks.” The final cut of “The Only Doctor” is a bit different from the angle Hashiguchi took when he began work on it several years ago. He initially started the project to better understand the risks associated with maternal health care and childbirth when he and his wife were expecting their first child. Through his work, he learned of a more complex issue of health care access in rural communities. The documentary first premiered on the PBS program Reel South and is now available internationally on Al Jazeera’s documentary series “Witness.” Hashigchi’s work earned him a 2019 Gucci Tribeca Documentary Fund award and a 2021 American Stories Documentary Fund award from Points North Institute. The film’s world premiere took place at the 2023 Hot Docs International Documentary Film Festival in Toronto, Canada, and was awarded Best Documentary Feature at the 2024 South Georgia Film Festival, Best Feature at the 2023 Newburyport Documentary Film Festival and Award of Merit at the 2023 University Film and Video Association Conference. His rise to media prominence wasn’t on his radar early in his academic career. He described himself as a “C student,” and still sees himself as that young boy struggling with math and science courses. With one of the nation’s highest media honors, he can show his students new paths to success as well as the skills it takes to win a Peabody. “I want my students to know how I failed and know that I struggled,” he said. “I tell them that if they want to excel, they really have to put in hard work. That’s very much who I am now as I devote myself to these films.” If you're interested in learning more and want to book time to talk or interview with Matthew Hashiguchi then let us help - simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

J.S. Held Experts Examine Crypto’s Pitfalls and Potential

The global cryptocurrency market has surged to a staggering USD 3.4 trillion. However, alongside this rapid expansion, significant challenges and risks continue to emerge. The J.S. Held 2025 Global Risk Report examines the evolving landscape of crypto and digital assets, highlighting both the potential and the pitfalls of this dynamic sector. The explosion of cryptocurrency adoption across industries—from gaming to decentralized finance (DeFi)—has led to increased regulatory scrutiny and security concerns. With the expected growth in the number of users to exceed 107.3 million in the market by 2025, every sector is looking at what crypto and this blockchain technology can do to transform their business. Even the gaming industry has entered the crypto space with bridging services offering “Play-to-Earn” (P2E) games. While anonymity remains a key feature in both the risk and success of cryptocurrency, the concept of “Know Your Customer” on centralized platforms is still required but continues to evolve because not all anonymity is evil. Despite regulatory, environmental, geopolitical, and other business risks, the J.S. Held 2025 Global Risk Report reveals how the crypto industry continues to evolve, offering new opportunities for businesses and investors around: Enhanced Transparency & Security Regulatory Clarity Education & Compliance Digital Identity Solutions “With regulatory frameworks tightening globally—from the European Union’s Markets in Crypto-Assets (MiCA) law to China’s outright ban—the future of crypto remains at a critical inflection point,” observes J.P. Brennan, Global Head of Fintech, Payments, Crypto Compliance and Investigations at J.S. Held. “As the industry matures, the balance between risk mitigation and innovation will shape the next phase of digital asset adoption,” J.P. Brennan adds. J.P. Brennan examines the crypto risks and opportunities outlined in the 2025 J.S. Held Global Risk Report in this video: Cryptocurrency and digital asset risk is just one of the five key areas analyzed in the J.S. Held 2025 Global Risk Report. Other topics include sustainability, supply chain, Artificial Intelligence (AI) and data regulations, and managing cyber risk. If you have any questions or would like to further discuss the risks and opportunities outlined in the report, please email GlobalRiskReport@jsheld.com. To connect with J.P. Brennan, simply click on his icon now. For any other media inquiries - contact : Kristi L. Stathis, J.S. Held +1 786 833 4864 Kristi.Stathis@JSHeld.com

Are you a Senior, Seasoned Citizen or "Seenager"?

Summary: The article humorously explores the different identities associated with aging: Seniors, Seasoned Citizens, and "Seenagers." Seniors embrace relaxation and nostalgia, Seasoned Citizens exude wisdom with style, and Seenagers live rebelliously youthful lives. Each group showcases the joy of aging uniquely, proving that growing older can be fabulous and fun. The aging mindset and associated vocabulary Aging: the thing we can't avoid, no matter how many anti-wrinkle creams or kale smoothies we try. But hold on! Getting older doesn’t have to be all about orthopedic shoes and early bedtimes. Sometimes, we can be intentional about how we age.  Bring to life the old saying, "You are only as old as you feel," or in this case, "only as old as we think. " Aging comes with its own vocabulary these days—like a senior high school class, except your class ring is arthritis-friendly. Your mindset will determine how you behave, and your behaviour will determine what label you fall under. Let’s dive into three hot buzzwords (labels) making waves in the grey hair community: Senior, Seasoned Citizen, and the fabulous Seenager. Buckle up your seatbelt (or your compression socks) because we’re about to break down what makes each term hilariously unique. Spoiler alert: the ability to laugh at yourself will help keep you young! The Senior: Official Member of the Blue-Haired Special Club Ah, Senior. It's the classic, the OG (Old Gangster) of aging terms. This one paints a picture of someone “past their prime” (which could mean they just don’t remember how Netflix works). Seniors have earned the right to relax, avoid emails, tell stories that start with "Back in my day…." and yell at the character on the TV to "speak up!" s But let’s not sugarcoat it—being called a senior can sometimes feel like being handed a ticket to the Rest-and-Retirement Express with a Has-Been Hangover. And if you’ve ever wondered why seniors are so good at discussing the weather, it's because everyone assumes their Wi-Fi password is “sunshine.” Historically, seniors are seen as a little out of touch, like trying to send a text from a rotary phone. But here’s the twist: while the term “senior” may suggest slowing down, many secretly download TikTok tutorials and know more about memes than they let on. The Seasoned Citizen: Aged Like Fine Wine, Not Expired Milk If Senior sounds too much like a countdown clock, I'd like to introduce you to Seasoned Citizen. Doesn’t that have a nice ring to it? Seasoned citizens aren’t just “old”—they’re marinated in life, baby! They’re wiser than your smartphone autocorrect and have more knowledge than an entire season of Jeopardy. "I'll take Guru for $1,000, Alex!" Seasoned citizens have been there, done that, and have the wrinkles to prove it—but in the coolest way possible. They’re like that hip grandparent who can teach you life lessons and how to win at poker. They’re the Yoda’s of society, doling out advice with just the right amount of sass. But don’t get it twisted. While they might be experts in wisdom, seasoned citizens know they’ve already done their share of life’s heavy lifting. They’re likelier to give great advice from the sidelines than participating in the next CrossFit challenge. And why shouldn’t they? With all that life seasoning, they’ve earned their spot as society’s wise sanseis. The Seenager: 70 Going on 17, and Loving Every Minute of It Then there’s the Seenager—aka the fun aunt of aging. This term combines “senior” and “teenager,” and that’s exactly how it sounds: older folks acting like rebellious teens with more fabulous cars and better credit scores. Seenagers know how to throw a wrinkle cream party, hit a Zumba class in the same evening (and still be home by 9 pm). Forget bingo; Seenagers are out here gaming on their consoles, posting selfies on social media, and flexing their fashion sense like it’s senior prom all over again. The Golden Bachelor, anyone? And don’t be surprised if they’re showing you how to work your smartphone because they’ve already FaceTimed the grandkids from halfway around the world. Seenagers are here to remind us that age is just a number that occasionally needs reading glasses. They defy the stereotype that aging means slowing down; instead, they speed up, engage in spontaneous activities, and sometimes wear questionable amounts of leather. They’re aging rebels, shaking their fists at society’s rules like, “No, I will have dessert for dinner, thank you very much!” What Kind of Fabulous Oldie Are You? So, there you have it: whether you're a Senior, a Seasoned Citizen, or a Seenager, each term brings its flavour of fabulous to the aging process. Seniors take life slow and steady; Seasoned Citizens throw wisdom around like confetti, and Seenagers party like it’s 1959 all over again (but with fewer sideburns and more disposable income). No matter which camp you fall into, one thing’s sure: getting older is a journey full of choices. You can nap through it, sprinkle sage advice everywhere, or rock that Seenager spirit with a fresh pair of Prada sneakers. The choice, dear friend, is yours—don’t forget your reading glasses! Don't Retire---Re-Wire! Sue

Black Friday Shoppers Seek Deals on Electronics, Early Sales and Convenience in a Competitive Market

This year’s Black Friday shopping will bring a fresh wave of trends for both consumers and retailers. With electronics, online convenience and competitive pricing at the forefront, the landscape of Black Friday is evolving to match the shifting shopping habits of today’s consumers, said Baylor University consumer behavior expert James A. Roberts, Ph.D. Roberts – who serves as The Ben H. Williams Professor of Marketing at Baylor’s Hankamer School of Business – keeps a close watch on Black Friday, including what he sees as the Top 5 trends for holiday shopping in 2024. Top Trends for Black Friday 2024 The Shift in Shopping Habits: The balance between online and in-store sales remains steady, with consumers enjoying a 50/50 split in shopping preference, Robert said. While COVID-19 accelerated a surge in online shopping, this year, both are expected to perform equally as shoppers appreciate the flexibility of both options. Holiday Deals Start Early: As the competitive landscape has grown, Black Friday sales now launch weeks in advance. This early kickoff benefits consumers who are eager to lock in discounts and spreads out the typical holiday rush, providing retailers a longer window to capture consumer interest, Roberts noted. Electronics Dominate Sales: As in previous years, electronics will be the driving force of Black Friday 2024, accounting for nearly half of all sales. Roberts said that shoppers are especially focused on deals for televisions, laptops, smartwatches and gaming consoles – underscoring the lasting demand for high-quality technology at competitive prices. Gen Z and Millennials Drive Online Growth: Digital natives like Gen Z and Millennials continue to shape holiday shopping habits. Roberts said their comfort with online shopping – coupled with their mobile-first approach – makes them a powerful force in the online retail space. Retailers can expect these younger consumers to leverage social media, mobile apps and seamless e-commerce platforms for their holiday purchases. Rising Categories: Beyond electronics, Roberts predicts that other sectors will see strong sales this season, particularly in clothing, cosmetics and home appliances. As consumer preferences expand, brands in these categories should prepare for increased demand. Factors shaping consumer choices For Black Friday in 2024, competitive pricing and convenience remain top priorities, Roberts said. “Retailers who offer the best deals alongside quick and reliable delivery options stand out among consumers,” he said. Additionally, low-cost brands – such as Shein – have set consumer expectations for affordable pricing, even as “Buy Now, Pay Later” options have increased in popularity – though Roberts said retailers and consumers alike should be cautious when using this financing option at the risk of overspending. Future of Black Friday Looking ahead, Roberts said Black Friday’s trajectory appears geared more towards online channels, with each year seeing a slight shift away from brick-and-mortar shopping. Retailers are encouraged to keep an eye on pricing expectations and financing trends, as they’ll play an increasingly influential role in the holiday season. ABOUT JAMES A. ROBERTS, PH.D. James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others. Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being. His research has investigated the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the impact of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

Expert Insight: Training Innovative AI to Provide Expert Guidance on Prescription Medications

A new wave of medications meant to treat Type II diabetes is grabbing headlines around the world for their ability to help people lose a significant amount of weight. They are called GLP-1 receptor agonists. By mimicking a glucagon-like peptide (GLP) naturally released by the body during digestion, they not only lower blood sugar but also slow digestion and increase the sense of fullness after eating. The two big names in GLP-1 agonists are Ozempic and Wegovy, and both are a form of semaglutide. Another medication, tirzepatide, is sold as Mounjaro and Zepbound. It is also a glucose-dependent insulinotropic polypeptide (GIP) agonist as well as GLP-1. Physicians have been prescribing semaglutide and tirzepatide with increasing frequency. However, both medications come with a host of side effects, including nausea and stomach pain, and are not suitable for every patient. Many clinics and physicians do not have immediate access to expert second opinions, as do the physicians at Emory Healthcare. Creating a Digital Twin That lack of an expert is one of the reasons Karl Kuhnert, professor in the practice of organization and management at Emory University’s Goizueta Business School, is using artificial intelligence to capture the expertise of physicians like Caroline Collins MD through the Tacit Object Modeler™, or TOM. By using TOM, developed by Merlynn Intelligence Technologies, Kuhnert and Collins can create her “decision-making digital twin.” This allows Collins to reveal her expertise as a primary care physician with Emory Healthcare and an Assistant Professor at Emory School of Medicine, where she has been leading the field in integrating lifestyle medicine into clinical practices and education. Traditional AI, like ChatGPT, uses massive amount of data points to predict outcomes using what’s known as explicit knowledge. But it isn’t necessarily learning as it goes. According to Kuhnert, TOM has been designed to learn how an expert, like Collins, decides whether or not to prescribe a drug like semaglutide to a patient. Wisdom or tacit knowledge is intuitive and rooted in experience and context. It is hard to communicate, and usually resides only in the expert’s mind. TOM’s ability to “peek into the expert’s mind makes it a compelling technology for accessing wisdom.” “Objective or explicit knowledge is known and can be shared with others,” says Kuhnert. "For example, ChatGPT uses explicit knowledge in its answers. It’s not creating something new. It may be new to you as you read it, but somebody, somewhere, before you, has created it. It’s understood as coming from some source." Karl Kuhnert “Tacit knowledge is subjective wisdom. Experts offer this, and we use their tacit know-how, their implicit knowledge, to make their decisions. If it were objective, everyone could do it. This is why we hire experts: They see things and know things others don’t; they see around corners.” Mimicking the Mind of a Medical Expert Teaching TOM to see around the corners requires Collins to work with the AI over the course of a few days. “Essentially what I do is I sit down with, in this case, a physician, and ask them, ‘What are thinking about when you make this decision?'” says Kuhnert. “The layperson might think that there are hundreds of variables in making a medical decision like this. With the expert’s tacit knowledge and experience, it is usually between seven and twelve variables. They decide based on these critical variables,” he says. "These experts have so much experience, they can cut away a lot of the noise around a decision and get right to the point and ask, ‘What am I looking at?’" Karl Kuhnert As TOM learns, it presents Collins with more and different scenarios for prescribing semaglutide. As she makes decisions, it remembers the variables present during her decision-making process. “Obviously, some variables are going to be more important than other variables. Certain combinations are going to be challenging,” says Collins. “Sometimes there are going to be some variables where I think, yes, this patient needs a GLP-1. Then there may be some variables where I think, no, this person really doesn’t need that. And which ones are going to win out? That’s really where TOM is valuable. It can say, okay, when in these difficult circumstances where there are conflicting variables, which one will ultimately be most important in making that decision?” The Process: Trusting AI After working with TOM for several hours, Collins will have reacted to enough scenarios for TOM to learn to make her decision. The Twin will need to demonstrate that it can replicate her decision-making with acceptable accuracy—high 90s to 100 percent. Once there, Collins’ Twin is ready to use. “I think it’s important to have concordance between what I would say in a situation and then what my digital twin would say in a situation because that’s our ultimate goal is to have an AI algorithm that can duplicate what my recommendation would be given these circumstances for a patient,” Collins says. “So, someone, whether that be an insurance company, or a patient themselves or another provider, would be able to consult TOM, and in essence, me, and say, in this scenario, would you prescribe a GLP-1 or not given this specific patient’s situation?” The patient’s current health and family history are critical when deciding whether or not to prescribe semaglutide. For example, according to Novo Nordisk, the makers of Ozempic, the drug should not be prescribed to patients with a history of problems with the pancreas or kidneys or with a family history of thyroid cancer. Those are just the start of a list of reasons why a patient may or may not be a good candidate for the medication. Kuhnert says, “What we’re learning is that there are so many primary care physicians right now that if you come in with a BMI over 25 and are prediabetic, you’re going to get (a prescription). But there’s much more data around this to suggest that there are people who are health marginalized, and they can’t do this. They should not have this (medication). It’s got to be distributed to people who can tolerate it and are safe.” Accessing the Digital Twin on TOM Collins’s digital twin could be available via something as easy to access as an iPhone app. “Part of my job is to provide the latest information to primary care physicians. Now, I can do this in a way that is very powerful for primary care physicians to go on their phones and put it in. It’s pretty remarkable, according to Colllins.” It is also transparent and importantly sourced information. Any physician using a digital twin created with TOM will know exactly whose expertise they are accessing, so anyone asking for a second opinion from Colllins will know they are using an expert physician from Emory University. In addition to patient safety, there are a number of ways TOM can be useful to the healthcare industry when prescribing medications like semaglutide. This includes interfacing with insurance companies and the prior approval process, often lengthy and handled by non-physician staff. “Why is a non-expert at an insurance company determining whether a patient needs a medication or not? Would it be better to have an expert?” says Collins. “I’m an expert in internal medicine and lifestyle medicine. So, I help people not only lose weight, but also help people change their behaviors to optimize their health. My take on GLP-1 medications is not that everyone needs them, it’s that they need to be utilized in a meaningful way, so patients will get benefit, given risks and benefits for these medications.” The Power of a Second Opinion Getting second, and sometimes third, opinions is a common practice among physicians and patients both. When a patient presents symptoms to their primary care physician, that physician may have studied the possible disease in school but isn’t necessarily an expert. In a community like Emory Healthcare, the experts are readily available, like Collins. She often serves as a second opinion for her colleagues and others around the country. “What we’re providing folks is more of a second opinion. Because we want this actually to work alongside someone, you can look at this opinion that this expert gave, and now, based on sourced information, you can choose. This person may be one of the best in the country, if not the world, in making this decision. But we’re not replacing people here. We’re not dislocating people with this technology. We need people. We need today’s and tomorrow’s experts as well,” according to Kuhnert. But also, you now have the ability to take an Emory physician’s diagnosing capabilities to physicians in rural areas and make use of this information, this knowledge, this decision, and how they make this decision. We have people here that could really help these small hospitals across the country. Caroline Collin MD Rural Americans have significant health disparities when compared to those living in urban centers. They are more likely to die from heart disease, cancer, injury, chronic respiratory disease, and stroke. Rural areas are finding primary care physicians in short supply, and patients in rural areas are 64 percent less likely to have access to medical specialists for needed referrals. Smaller communities might not have immediate access to experts like a rheumatologist, for example. In addition, patients in more rural areas might not have the means of transportation to get to a specialist, nor have the financial means to pay for specialized visits for a diagnosis. Collins posits that internal medicine generalists might suspect a diagnosis but want to confirm before prescribing a course of treatment. “If I have a patient for whom I am trying to answer a specific question, ‘Does this patient have lupus?’, for instance. I’m not going to be able to diagnose this person with lupus. I can suspect it, but I’m going to ask a rheumatologist. Let’s say I’m in a community where unfortunately, we don’t have a rheumatologist. The patient can’t see a rheumatologist. That’s a real scenario that’s happening in the United States right now. But now I can ask the digital twin acting as a rheumatologist, given these variables, ‘Does this patient have lupus?’ And the digital twin could give me a second opinion.” Sometimes, those experts are incredibly busy and might not have the physical availability for a full consult. In this case, someone could use TOM to create the digital twin of that expert. This allows them to give advice and second opinions to a wider range of fellow physicians. As Kuhnert says, TOM is not designed or intended to be a substitute for a physician. It should only work alongside one. Collins agreed, saying, “This doesn’t take the place of a provider in actual clinical decision-making. That’s where I think someone could use it inappropriately and could get patients into trouble. You still have to have a person there with clinical decision-making capacity to take on additional variables that TOM can’t yet do. And so that’s why it’s a second opinion.” “We’re not there yet in AI says Collins. We have to be really careful about having AI make actual medical decisions for people without someone there to say, ‘Wait a minute, does this make sense?’” AI Implications in the Classroom and Beyond Because organizations use TOM to create digital twins of their experts, the public cannot use the twins to shop for willing doctors. “We don’t want gaming the system,” says Collins. “We don’t want doctor shopping. What we want is a person there who can utilize AI in a meaningful way – not in a dangerous way. I think we’ll eventually get there where we can have AI making clinical decisions. But I don’t think I’d feel comfortable with that yet.” The implications of using decision-making digital twins in healthcare reach far beyond a second opinion for prescription drugs. Kuhnert sees it as an integral part of the future of medical school classrooms at Emory. In the past, teaching case studies have come from books, journals, and papers. Now, they could come alive in the classroom with AI simulation programs like TOM. "I think this would be great for teaching residents. Imagine that we could create a simulation and put this in a classroom, have (the students) do the simulation, and then have the physician come in and talk about how she makes her decisions." Karl Kuhnert “And then these residents could take this decision, and now it’s theirs. They can keep it with them. It would be awesome to have a library of critical health decisions made in Emory hospitals,” Kuhnert says. Collins agreed. “We do a lot of case teaching in the medical school. I teach both residents and medical students at Emory School of Medicine. This would be a really great tool to say, okay, given these set of circumstances, what decision would you make for this patient? Then, you could see what the expert’s decision would have been. That could be a great way to see if you are actually in lockstep with the decision-making process that you’re supposed to be learning.” Kuhnert sees decision-making twins moving beyond the healthcare system and into other arenas like the courtroom, public safety, and financial industries and has been working with other experts to digitize their knowledge in those fields. "The way to think about this is: say there is a subjective decision that gets made that has significant ramifications for that company and maybe for the community. What would it mean if I could digitize experts and make it available to other people who need an expert or an expert’s decision-making?" Karl Kuhnert “You think about how many people aren’t available. Maybe you have a physician who’s not available. You have executives who are not available. Often expertise resides in the minds of just a few people in an organization,” says Kuhnert. “Pursuing the use of technologies like TOM takes the concept of the digital human expert from simple task automation to subjective human decision-making support and will expand the idea of a digital expert into something beyond our current capabilities,” Kuhnert says. “I wanted to show that we could digitize very subjective decisions in such areas as ethical and clinical decision-making. In the near future, we will all learn from the wisdom codified in decision-making digital twins. Why not learn from the best? There is a lot of good work to do.” Karl Kuhnert is a Professor in the Practice of Organization & Management and Associate Professor of Psychiatry, School of Medicine and Senior Faculty Fellow of the Emory Ethics Center. If you're looking to connect with Karl to know more - simply click on his icon now to arrange a time to talk today.

#Expert Q&A: NJIT’s Donghee Yvette Wohn Weighs the Pros and Cons of Kids Playing Esports

Donghee Yvette Wohn, an associate professor at New Jersey Institute of Technology and director of its Social Interaction Lab, focuses on human computer interaction, where she studies the characteristics and consequences of social interactions in online environments such as social media, live streaming, virtual worlds (metaverse) and esports. Here she explains the appeal of esports among children in particular and how their parents can assess what’s appropriate for them. How would you describe the current landscape of esports? Esports is an umbrella term that is used for competitive computer gaming that usually, but not always, happens in teams. However, similar to books or movies, the content of the games vastly differs. Some games are very violent, some are not. Some have very realistic graphics, some are very fantasy-like and playful. It is thus hard, especially as a parent, to make blanket decisions when it comes to esports, you may have to take things case by case. So, then how can parents assess what’s appropriate for their children? A quick online search into the nature of the game to see its description or even watching ten minutes of what the gameplay looks like on YouTube or Twitch — where many people upload videos of gameplay — will give parents a better idea of what the game is like without having to play it themselves. What about in terms of the other players? It may be useful to use physical sports or any other extracurricular activity as a mental reference when thinking of how to deal with certain issues. For example, soccer is a sport that is great for socializing and team building, but if one is placing a 10-year-old in a game with other adults, there would be a lot of extra things one would want to consider. Like any social activity, one would want to be mindful of who the child is playing with, how much they are playing and how they are playing. For example, are they being respectful? And what kind of language is being used during the game? What skills could esports and similar gaming help children develop? Based on research, the collaboration and communication skills required to play successfully are extremely high. Even though people do not associate computer games as being a physical skill, the dexterity and hand-eye coordination required to play well require a very high level of intellect and physical ability. Of course, not everyone plays that well, but it does indicate that esports is a little different than some games that are more “mindless” or “relaxing” in nature. What about social skills? It strengthens existing friendships and can also open up one’s world by conversing with strangers. My colleagues and I did a research study where we found a student living in a rural area where most people did not go to college who wanted to go college because he was inspired by the older college students he was playing with. Playing the game in supportive environments can be mentally and socially beneficial. What are the downsides? Like any social situation, there is always the possibility of people misbehaving. The types of harassment documented in gaming environments is so horrible, but the reality is that children are exposed to all types of horrible situations — both online and offline — and helping them navigate difficult situations can help build resilience for the future. What’s a common misconception among parents? The most important thing is to understand that whatever happens in esports is not to be dismissed as something that is “only online” or “not real.” The emotions that children experience in the virtual world are very much real. How much parental supervision is needed? Younger children’s brains have not yet developed self-constraint, so the parent should decide how much time should be spent playing games, what games are played and who they are played with. Older children — once they start understanding logic — should be encouraged to plan these things for themselves. Looking to know more? We can help. Yvette Wohn is available to discuss esports and kids with media. Simply click on her icon  to arrange an interview.

Expert Insight: When it comes to Taylor Swift's impact on the NFL - media are contacting Emory's experts to know more

It's as if it has been the biggest love story since Grace Kelley married Prince Rainer or when Harry met Meghan for that matter. But as much as fans, media and even the play-by-play callers are giving an enormous amount of attention to Taylor Swift every time she shows up and cheers on her new beau Travis Kelce, experts wonder...will it have a lasting impact on attracting new fans to the NFL? Recently, Bloomberg News explored if an entertainment powerhouse like Taylor Swift can move the yard-stick of a generation that is seeing a shrinking fanbase and serious decline in viewership.   For expert insight, Bloomberg contacted Goizueta Business School's Mike Lewis to offer his opinion and perspective on the situation. Historically, leagues didn’t worry much about the transmission of passion for a sport and team. Homes typically had one screen — the family television — and if a parent was watching the Chiefs game, so were the kids. Fandom at home drove fandom outside of it. Kids wore NFL merchandise to school and bonded with their classmates. Youth sports participation, partly inspired by what was on TV, amplified the community solidarity and enthusiasm for all levels of a given sport. Those traditional forms of fan development are breaking down. "We've evolved to this situation where kids are getting their content via the smartphone and everyone going off to their corner," explains Michael Lewis, director of the marketing analytics center at Emory University. The consequences are striking. In 2021, Lewis published data on sports fandom among different generations. Millennials overwhelmingly identified themselves as the most avid fans (42%), followed by Gen X and Baby Boomers. Gen Z was a striking outlier. Though 23% identified themselves as passionate spectators, 27% identified themselves as "anti-sports." No other generation came close to that level of sports antipathy. However, Gen Z isn’t uninterested in competition. Rather, its media consumption habits are pushing it to different outlets. Survey data that Lewis published in August reveals that esports (competitive video gaming) is now more popular than traditional sports. Professional sports is a multi-billion dollar business and appealing to multi-generational audiences is no easy task. If you're covering or interested in learning more - we can help. Mike Lewis’s work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. Michael is available to speak with media - simply click on his icon now to arrange an interview today.

Looking for a 'real' expert to explain the latest advances in virtual reality? We're here to help!

Virtual reality is quickly becoming an actual necessity in all facets of technology, education, entertainment and the workplace. It's a popular topic, and Augusta University's Lynsey Steinberg sat down to answer a few questions about how far VR has come and where it's going. VR is changing everyday life for many. What are the biggest advances you've seen in VR use? Virtual reality is rapidly evolving and expanding. It wasn’t too long ago we were excited for the idea of a wireless head set. Now there are companies such as Virtuix creating 360-degree treadmills to interact with your experience in VR and Hypnos VR (a product which releases scents in the air based on the experience in VR). There have been advances of adaptive and stress response simulations based on pupillometry measurements or even integration of physiological sensors for behavioral research. The biggest advancements are solutions that have been unimaginable before that are now entirely possible. It seems the medical field has been a big benefactor of VR. Is this giving students a better way to "learn" about anatomy and other aspects of the field? I believe all experience is valuable to learning. VR is unique in allowing an individual to view as if from their own perspective for virtual experiential learning. We often hear the phrase, “If you could imagine walking a mile in someone else’s shoes,” and now we can provide perspective, allowing another person to view the world as someone with a particular disease or simulate training in a low-risk environment. One example, Fire in the OR, is a VR simulation allowing medical professionals to train safely on how to remove fire danger in the operating room. I believe simulations like these are remarkable examples of how valuable VR can be in education, to remove elements of danger in everyday life. Their research showed 250% improvement rate on fire safety in the OR. A huge industry leader in surgical simulations is Osso VR, creating surgical training procedures for surgeons and hiring some of our Augusta University medical illustration graduates. How is this being applied at Augusta University? The Center for Instructional Innovation created modules with the Medical College of Georgia on handwashing hygiene health and end-of-life care scenarios with the College of Nursing. We encourage faculty to develop multiple methods of interactive modules for the benefit of all learning styles. VR certainly provides engaging and enriching materials for a low-risk environment in instruction. The Center for Instructional Innovation is currently working with the Academic Student Success Center to implement Oculus Quest head sets for anatomy and physiology students to benefit from application use in VR. Augusta University student Henry Oh and his 3D printed pottery from VR sculpture. How else has VR and its use changed the way we go about our daily lives? VR head sets are known in robotics, manufacturing, therapeutic modalities, gaming capabilities, technology in research and education. Any scene you can film in 360 degrees you can now watch in a headset and be fully immersed in the scene (ie: a theater production, a museum tour, an art exhibit, a temple historically preserved, etc). We have gone from telling a story to being immersed in a story. We have been able to utilize VR technology integration and innovation on campus to create enriching learning experiences. We collaborated with our Ceramics department (with Brian McGrath and Raoul Pachecho) to support students in virtual clay sculpting with Adobe Medium. Students 3D printed their works of art after exporting the files from the VR simulation. Where do you see the future of VR? The future developments for integrating systems for haptic feedback will be remarkable integrations. The continued development of behavioral research and integration of gamification is an exciting opportunity in VR as well as the continued development for protocols and appropriate safety procedures. The cross-platform and cross-disciplinary possibilities will allow for creativity to blossom in new world solutions. It is clear, the ongoing need for technical workforce required to create and support more VR and other high-impact technology is rapidly growing. VR is a fascinating topic and if you're a journalist looking to know more by speaking with Steinberg, then let us help. Steinberg is one of the 300 board-certified medical illustrators with experience in hands-on surgery in the operating room, utilizing development in virtual reality, 3D printing, animation, gamification and graphic design while working directly with students, faculty and physicians. Steinberg is available to speak with media -- simply click on her icon now to arrange an interview today.

Metaverse...have you met AcceleRoute?

The Internet is a testament to the power of evolution. But there's a bigger picture looming. A discontinuity. Driven by a new breed of application environments including the Metaverse, multi-player gaming, VR and more. Will this drive the need for a "new Internet"? Many believe, as a minimum, networking will need a serious upgrade. Moore's Law can cover us for throughput for awhile, but latency is a different story. The speed of light creates the limit. No getting around that. There is only one solution. Park the services closer to the users. And that ushers in a new architectural paradigm in the form of Edge Data Centers. Those facilities will operate in global federations, serving tight geographies while hot-syncing with each other. A tidy solution. Job done, right? Not so fast. If people only cared about what and who is geographically close to them, we might be ok. Remember we need to park the services AND THE DATA close to the users. We're not talking about old slow data like websites, but the fast stuff like fast-twitch gaming, or VR, or avatar movements in the Metaverse. How can a byte in Tokyo stay in "white-hot" sync with a byte in London? Predictive caching, that's how. The new frontier. The geography-buster. Let's say you’re VR-interacting with someone across the planet, there will be a lag. It won't feel real. But what if the application servers use laws of physics to predict far-end movement for local render, with algorithms to reconcile laggy incoming real-position data. Done right, that might feel real. Take that example and scale it in all directions. That's the future. Can incrementally-evolved networks handle that? Its anybody's guess what the future of networking will look like but let's try anyway. Some believe this brave new application world will be the catalyst for significant infrastructure change. Not the " N+1" kind, but the "all-new" kind. The kind we thought we'd never need because incremental upgrades were getting it done. But that was before the Metaverse discontinuity. AcceleRoute is a forward-thinking next-generation network architecture designed for this category of challenge. All-new thinking. Designed from the ground up around a bufferless core architecture, AcceleRoute achieves network throughput and latency on a scale not seen before. Bufferless means no hops. Essentially an endless supply of instantly provisioned virtual direct links, each with as much dynamic bandwidth as needed at any point in time. Incorporating novel paradigms like network fusion and expansion by constellations, AcceleRoute can scale to new orders of magnitude, all while embracing absolute simplicity for network control and management. An infinitely-expandable network, based on new principles, that can glue CPUs/DPUs/GPUs to globalized data with one seamless fabric. Perhaps a full AcceleRoute solution won't be required, but it’s likely the pursuit of network optimizations will be relentless. AcceleRoute represents 2 decades of invention embodied by 36 patents with over 700 claims and more on the way. That's a massive starting position for anyone playing the long game.