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It’s rare for a company to give up more than a decade of brand recognizability for a new name. It’s even rarer for said company to trade their name for the name of a younger, less well-known company. But that’s exactly what Grammarly, the writing and grammar assistant tool with 40 million daily active users, is doing. Starting today, Grammarly is rolling out a massive, all-encompassing rebrand to become “Superhuman.” “Naming a company is like naming a kid,” says Grammarly CEO Shishir Mehrotra. “Renaming your 16-year-old is, like, 10 times harder. Swapping the name of your 16-year-old and your 11-year-old is 100 times harder. That’s probably what we’re doing.” …

Whether talking about underwear brands hand-selecting the perfect models to break the internet or the endless wooing of Gen Z and its style sensibilities, there was no shortage of creativity among the fashion brands that set the trends over the past year. Here are the 2025 Brands That Matter honorees in the fashion space that innovated on how style showed up for consumers in the past year. Bogg Bag When the function of a tote bag meets the versatility and kitschy-cute style of Crocs, the possibilities are endless. So proves Bogg Bag, a brand that’s constantly riffing to create collector’s items and limited-time variants of its signature design by switching up …

Six years ago, the commercial production process for Fortune 500 companies, tech innovators, and global giants meant six-figure budgets, and months of research, scripting, and voice actor castings. Every campaign was a marathon of design thinking and strategic storytelling. Today, however, with the help of AI tools, those very steps can unfold in a fraction of the time, and a quarter of the cost. For marketing and communications leaders, the landscape has drastically shifted overnight. The most innovative brand leaders have always thrived on speed. What allowed them to exist beyond the curve was their ability to stay ahead of the story, and see around corners before a…

Robotaxi pioneer Waymo plans to expand to London next year, marking the company’s latest step in rolling out its driverless ride service internationally. Waymo said Wednesday that it will start testing its self-driving cars on London streets in the coming weeks—with a human “safety driver” behind the wheel—as it seeks to win government approval for its services. In a blog post, Waymo said it will “lay the groundwork” for its London service in the coming months. The company said it will “continue to engage with local and national leaders to secure the necessary permissions for our commercial ride-hailing service.” Waymo’s self-driving taxis have been operating …

Several years ago, a conversation about credit ratings prompted a friendly argument with an acquaintance. My friend, an idealist who hated seeing how the rich and powerful took advantage of those with lower incomes, argued that credit was a force for exploitation. While I’ve certainly seen exploitative lending practices–I’ve been a financial writer for 15 years, after all–it’s equally clear that credit is necessary for ordinary people to get ahead. Without access to credit, things like home ownership would never be possible for anyone who wasn’t already rich. Of course, my friend’s point also stands. Lending can often be exploitative, leading to cycles of debt and…

Like clockwork, every few years viral relationship “tests” or “theories” will resurface online, prompting renewed discourse about the state of romantic unions. The latest test doing the rounds: the “bird theory.” The idea first went viral two years ago but has recently resurfaced on platforms like TikTok and Instagram. The concept is simple: Point out something mundane to your partner, like spotting a bird, then watch how they react. If your partner matches your enthusiasm or reacts with curiosity, then congratulations—they’re a keeper. The thinking goes that if they respond with interest to your attempts at connection, they’re emotionally invested in the relati…

Rumor has it that soda fountains at a handful of gas stations and convenience stores across the Midwest are serving a thicker, more syrupy variant — with extra sweetness. Aptly dubbed “heavy soda”, the drink option can be traced back to a singular post on the subreddit r/Soda, and a few TikTok videos. “You know when the gas station fountains have this option you’re in gods country,” creator Kate Boyer wrote in the caption of a post earlier this year. The video has since gained almost seven million view. The drink has recently been picked up by a number of news organizations. Not to be confused with the recent dirty soda or protein soda trends, heavy soda is all …

On May 19, 2023, a photograph appeared on what was then still called Twitter showing smoke billowing from the Pentagon after an apparent explosion. The image quickly went viral. Within minutes, the S&P 500 dropped sharply, wiping out billions of dollars in market value. Then the truth emerged: the image was a fake, generated by AI. The markets recovered as quickly as they had tumbled, but the event marked an important turning point: this was the first time that the stock market had been directly affected by a deepfake. It is highly unlikely to be the last. Once a fringe curiosity, the deepfake economy has grown to become a $7.5 billion market, with some prediction…

What shape could buildings take in 2026? Fast Company asked architects from some of the top firms working around the world what they thought about the look of architecture in 2026. Of course, a building designed in 2026 almost certainly will not be completed in 2026, and construction timelines are notoriously fluid. But according to experts, there are some overarching trends in architectural design that could put a clear 2026 stamp on buildings designed this year, whenever they officially open. Here’s the question we put to a panel of designers and leaders in architecture: When they finally get built, what will buildings designed in 2026 look like, and what w…

If you listen to the CEOs of elite AI companies or take even a passing glance at the U.S. economy, it’s abundantly obvious that AI excitement is everywhere. America’s biggest tech companies have spent over $100 billion on AI so far this year, and Deutsche Bank reports that AI spending is the only thing keeping the United States out of a recession. Yet if you look at the average non-tech company, AI is nowhere to be found. Goldman Sachs reports that only 14% of large companies have deployed AI in a meaningful way. What gives? If AI is really such a big deal, why is there a multi-billion-dollar mismatch between excitement over AI and the tech’s actual boots…

OpenAI, Meta, and Elon Musk’s xAI are not accidentally drifting into romance and sex. They are deliberately inviting it. In recent months, major AI companies have opened the door to romantic and sexual relationships between humans and machines: flirtatious chatbots, erotic roleplay, AI “girlfriends,” and emotionally dependent companions. These systems are designed not merely to assist or inform, but to bond—to simulate intimacy, desire, and belonging. This is not a novelty feature. It’s a strategic choice. And at scale, it represents something far more dangerous than a questionable product decision. WHY AI COMPANIES ARE ENCOURAGING INTIMACY Romance is the m…

Universities have long launched startups in fields like software and biomedicine, but many are now taking increasingly prominent roles backing entrepreneurship around farming, food, and agricultural technology. Part of Purdue’s Applied Research Institute, DIAL Ventures hosts a fellowship aimed at digitizing the agriculture and food industry. The “venture studio” connects fellows with startup experience to corporate partners and university experts who help them hone businesses addressing real market needs, says Professor Allan Gray, the program’s executive director. “The problem is our incumbent companies who feed the world—they’re not digital-native, and so for th…

It had begun nearly two years prior, with a miscarriage, and then another. I was compiling a list of fertility clinics when he made an appearance on the ultrasound monitor, a flickering response to my quietly brewing despair. I spent the long months of pregnancy that followed feeling like a cartoon character with a me-size thunderstorm threatening at every turn. Though my pregnancy was healthy, I was convinced I had to remain vigilant until my son was in my arms. When my husband and I visited my obstetrician nine days past my son’s due date, I wasn’t surprised to see an irregularity in his heartbeat. Less than an hour later, we were checking into the hospital to start…

Welcome to AI Decoded, Fast Company’s weekly newsletter that breaks down the most important news in the world of AI. I’m Mark Sullivan, a senior writer at Fast Company, covering emerging tech, AI, and tech policy. This week, I’m focusing on the terms of Nvidia’s investment in OpenAI, in which the GPU maker gets guaranteed chip sales, an equity stake, and likely a product road map for years to come. I also look at the industry’s fixation on huge models and the quiet appeal of small ones. Sign up to receive this newsletter every week via email here. And if you have comments on this issue and/or ideas for future ones, drop me a line at sullivan@fastcompany.com, and f…

Maxwell House is doing some downsizing. For a limited time, it’s changing its name to Maxwell Apartment. Just in time for National Coffee Day, the coffee brand owned by the Kraft Heinz Company announced that while supplies last, it’s selling a year’s supply of its specially packaged coffee for just $40 on Amazon, or what it’s calling a 12-month “lease.” It’s the same exact coffee, just cheaper at about 10 cents less per ounce. (It also has a new name for the first time in 133 years.) The brand cites statistics that coffee drinkers could save more than $1,000 a year with the offer compared to daily cafe runs. That’s not enough for a down payment on a home, but it’…

Today’s workforce often spans four—sometimes five—generations. Gen Z, millennials, and baby boomers bring distinct experiences and expectations that enrich organizations yet complicate workplace design. The core challenge is building physical and cultural environments that serve these different—and sometimes conflicting—needs. The stakes are high. Gallup’s 2024 State of the Global Workplace shows global engagement falling to 21%, the second decline in 12 years. Engagement drops fastest when generational needs go unmet. Nearly 60% of employers say their workforce spans four or five generations, and in a recent AARP study, 83% said “creating a more multigenerational wor…

As press releases go, it was a mic drop moment. On September 4, OpenAI announced that it was coming after LinkedIn. And it was coming after job search specifically. For those unfamiliar with the story, it was reported across multiple sources that not content with torpedoing Google, education, interpersonal relationships, and entire industries such as psychiatry or management consultancy (both smugly considered untouchable until about 15 minutes ago), OpenAI is now coming after the age-old industry of human resources. Specifically, the $300 billion company wants to streamline the process of hiring by automatically matching candidates to roles via context alone,…

Your company rolls out an AI agent to assign tasks, draft updates, and nudge overdue approvals. But within days, it’s flagging completed work, tagging the wrong people, and creating confusion instead of clarity. It’s a familiar outcome for companies that adopt agentic AI without the workflows, data, or systems to support it. New research from Wrike reinforces that disconnect: 74% of employees say their company treats data like gold, yet most don’t manage it well enough for AI to use it effectively. Even the smartest, most context-aware tools stall without strong foundations. And automation doesn’t fix broken operations—it magnifies them. To get agentic AI ri…

The ChompSaw is a power tool made for kids to cut, craft, and create with cardboard. Its unique design makes it perfectly safe for little hands to use and easily carve precise corners or elegant edges through old boxes. Developed by college friends Kausi Raman and Max Liechty, ChompSaw raised $1.2 million in less than a month on Kickstarter and has already sold more than 30,000 units online. The ChompSaw is a winner of Fast Company’s 2025 Innovation by Design Awards. View the full article

Whiskey has always carried weight. Think crystal tumblers, low-lit bars, Don Draper pouring a glass after a big win, or Sinatra crooning with a dram in hand. These rituals and symbols have long defined the category, but in 2025 they may also have held it back. While other “dusty” drinks made surprising comebacks this summer (see Bacardi’s Breezer relaunch, Smirnoff Ice chasing Gen Z, even cask ale enjoying a 50% surge among 18–24-year-old pub-goers), whiskey didn’t seize the moment. The idea of making whiskey more appealing to younger drinkers isn’t exactly breaking news. But it matters now more than ever, thanks to a new opportunity with this demographic. According t…

In recent years, leading artificial intelligence labs and startups have released AI software designed for tasks of ever-growing complexity, including solving PhD-level math problems, reasoning through complex questions step-by-step, and using tools like web browsers to carry out intricate tasks. The role of AI engineers in making that happen is well-documented—and often well-compensated. But less publicized is the role of a growing army of freelance experts, from physicists and mathematicians to photographers and art critics, enlisted by companies specialized in AI training, itself a multibillion-dollar industry. Those companies say human wisdom is essential to creat…