Best for the Cozy Types 

1. Adagio Christmas Teas

  Price: $14 

Adagio Christmas teas are rich black teas, perfect for cold mornings or afternoons. They’re not the typical “Christmas blend” herbal or fruity teas. Instead, this collection features classic black teas with subtle flavors like candy apple, candy cane, chestnut, and gingerbread. As someone who prefers black tea, I really enjoyed this collection.

2. CAMPSNAIL Fleece Lined Thermal Sweatpants 

Price: $24 – $30 

I was pleasantly surprised by these affordable thermal joggers. For the price, they feel warmer and more comfortable than many of the higher-end thermal layers I have tried. The sherpa-lined interior traps heat without adding bulk and genuinely feels like being wrapped in a soft blanket. They are made from a stretchy, non-see-through fabric that moves easily with you and stays comfortable throughout the day. Thoughtful details like a flexible waistband and deep side pockets make them practical for everyday wear, whether you are lounging at home, walking your dog, doing yoga, or heading out in cold weather.

3. iceROSE Fleece Lined Tights

Price range: $14 – $16 

You know that moment when you want to wear sheer tights with a skirt in winter, but you would freeze the second you step outside? These fleece-lined tights solve that problem. They look like classic sheer black tights, but they are actually lined with fleece, making them perfect for cold weather. The high-waisted, stretchy fit stays comfortably in place without slipping, while the smooth, single-seam design creates a sleek silhouette under dresses and skirts. They are warm without being bulky and easy to style with everything from boots and coats to sweaters and dresses.

Best for the Practically-Minded

1. Betabrand Two-Pocket Bootcut Yoga Dress Pants

Price: $88 

I have been looking for comfortable dress pants to wear to work for a long time, and every pair I tried left me disappointed and frustrated. Meanwhile, men seem to have endless options with stretchy, athletic-fabric pants that somehow pass as workwear. If finance bros can wear them, why can’t I? That all changed when I discovered these Betabrand yoga dress pants. I genuinely could not take them off once I got them! 10 out of 10 would recommend.

They look polished and work-appropriate but feel more like yoga pants, thanks to the soft, stretchy fabric that moves easily throughout the day. The clean front, flattering bootcut shape, and simple back pockets make them versatile enough for commuting, long workdays, or even transitioning straight into evening plans without feeling uncomfortable.

2. Everblog Digital Calendar 

Price range: $349 – $699

The Everblog calendar is a great option for busy families or couples who want to stay organized, but it does much more than just manage schedules. It can sync multiple calendars and also includes features like meal planning, fridge management, to-do lists, and an entertainment hub with apps such as Netflix and Spotify. There is even a built-in rewards system that lets you gamify daily tasks by earning stars and fun emojis for completing them. Best of all, there are no subscription fees. When I first set it up, the holiday calendar was off by 1 day, but support was able to fix it on the backend!

3. Aqara Smart Pet Feeder C1

Price: $99 

The Aqara Pet Feeder C1 is a smart, practical solution for keeping pets on a consistent feeding schedule, even when you are not home. Using the Aqara Home app, you can set feeding plans, adjust portions, and control meals remotely, as well as use voice commands through smart home scenes. When paired with a compatible Aqara camera, it becomes even more useful, allowing you to check in on your pet, see when food is dispensed, and confirm they actually ate. It is especially helpful for busy pet owners or anyone who wants a little extra peace of mind while away from home.

4. Aqara Smart Lock U100 Entry Door Lock

Price: $190 

The Aqara Smart Lock U100 is a sleek, secure upgrade for anyone already using Apple Home or looking to simplify everyday access. It supports Apple Home Key on an iPhone or Apple Watch, plus multiple unlock options including fingerprint, remotely managed passcodes (with an Aqara hub), one-time codes for visitors, and a mechanical key for emergencies. Features like auto-lock and Do Not Disturb mode make it easy to live with day to day, while its long battery life, durable build, and locally stored encrypted fingerprint data add peace of mind.

Best for the Hair-Obsessed 

1. Remilia hair

Price range: $24 – $110

I’ve tried many hair products before, but none have compared to Remilia. I noticed a difference immediately after using it. I tried the shampoo, conditioner, mask, and serum, and my hair felt soft without falling flat, with my natural waves looking more defined than ever. The products also smell incredible and feel like a relaxing, spa-like experience.

The Cosmocap hair serum capsules stand out in the market for their travel-friendliness. Instead of packing an entire bottle, I take just a few capsules on short trips. They are lightweight, mess-free, and easy to toss into a carry-on or gym bag, delivering smooth, frizz-taming results without the hassle of spills. As Remilia founder Eliran Ruzone put it, “Haircare needed a delivery upgrade that matched modern routines.” 

2. MUK Curl Stick 

Price: $199

The muk Curl Stick is a versatile styling tool that makes it easy to create everything from loose beach waves to more defined curls, no matter your hair type. It comes with three interchangeable titanium barrels, so you can switch up the size and shape to suit the look you want, and the smooth finish delivers shiny, static-free curls that last. With adjustable temperature settings for fine to thick hair textures, it adapts to your needs, whether you’re after Hollywood waves or slight bends. To keep hair protected while you style, pair it with the hot muk thermal protector, which helps shield strands from heat damage. The brand behind both products, muk Haircare, is an Australian company that has been known for high-performance hair tools and products since launching in 2006, with ranges crafted for both professional stylists and everyday use at home.

Best For the Fashion-Forward 

1. Mojo Fine Jewelry

Price range: Varies 

Mojo is a young, exceptional fine-jewelry and lab-grown diamond brand. Founder Hilary Fan decided to start her own brand after she had a poor experience buying a piece from a luxury house. After purchasing a gold bracelet that dented and ultimately snapped—and later learning it was hollow, a critical detail that was never disclosed—she recognized how often buyers are expected to navigate luxury through unspoken rules and limited transparency. That moment became the foundation of Mojo. 

The brand reimagines fine jewelry through a lens of clarity and trust, prioritizing gram-weight transparency, new-buyer education, and thoughtful designs that carry meaning and stand the test of time. Based in Florida and shipping worldwide, Mojo’s pieces are made domestically in the U.S. and offered through both ready-to-ship collections and bespoke custom work. My partner worked with Mojo to custom-make an emerald ring for me as a surprise, and it’s one of the most stunning pieces I’ve ever owned!

2. Freyrs Sunglasses

Price Range:  $85 – $90 

FREYRS sunglasses are one of those finds that feel especially satisfying right now, when eyewear prices seem to be out of control. I love how stylish they are without the designer-level price tag, which makes them feel like a smart, wearable splurge rather than something you have to overthink. Founded in Chicago in 2016, FREYRS set out to create affordable sunglasses without cutting corners, and it shows in the quality and comfort of the frames. They are well-made, easy to wear all day, and thoughtfully designed, with frames produced in the same factories as brands that sell for much more. The polished packaging and one-year warranty also make them a great gift option, whether you are shopping for someone else or treating yourself.

3. My Bougie Bottle 

Price Range:$39 – $150

My Bougie Bottle was founded in 2020 by Juliet Pearson, who grew up on O‘ahu surrounded by beaches, ocean, and tropical landscapes. Her deep appreciation for nature and commitment to conservation are reflected in every design. The bottles are absolutely stunning, with prints inspired by the natural world that feel more like pieces of art than everyday drinkware. They are a thoughtful, eye-catching alternative to single-use plastic and make a perfect gift for moms, daughters, or fashion-forward girls who appreciate style with meaning.

4. BeadFreeForever

Price range: $20 – $100

BeadFreeForever is a small jewelry brand based in Connecticut. It was founded by designer Marion Unangst, who brings over a decade of experience in fashion, merchandising, and store management. Originally from the Netherlands, Marion’s passion for jewelry design ignited during a trip to Cape Cod in 2013. BeadFreeForever’s signature pieces include the iconic lariat, a clip-bead design that can be worn as a necklace, bracelet, waist accessory, or even a headpiece, as well as beaded necklaces, leather tassel jewelry, wrap bracelets, etc. Each piece is unique, with slight variations to ensure individuality, just like the people who wear them. I’ve been wearing BeadFreeForever for years and cannot recommend the brand enough! Marion creates the most unique handmade jewelry each season and can customize every piece to your request, making it truly one-of-a-kind.

5. Encircled Tailored Organic Fleece Cardigan

Price: $232

The Encircled Tailored Organic Fleece Cardigan is exactly the kind of piece I have been looking for to wear to work, comfortable but still professional. Made in Canada from 100 percent organic cotton fleece, it feels soft and cozy while holding its shape, with a slightly cropped cut, subtly flared sleeves, and thoughtful details like a button front and pockets. The brand was founded by Kristi Soomer after years of living out of a suitcase as a strategy consultant and realizing how few clothes were truly versatile enough for work, travel, and downtime. That mindset carries through here. It is an easy piece to dress up or down and one that works just as well for long days at the office as it does for travel or weekends.

6. Lasting Brilliance Roses

Price Range: $129 – $189 

These Lasting Brilliance roses are honestly so beautiful. I have gotten compliments from pretty much everyone who has come over since I put them out. I usually buy fresh flowers every week, but now I do not have to, since these are real roses that are preserved to stay vibrant for up to three years. They look just as good as fresh blooms without any upkeep. No water, no wilting, and no sad petals after a few days. They feel like a thoughtful, long-lasting alternative to traditional bouquets and make a really special gift.

Best for the Creative Minds

1. Nanoleaf Smart Multicolor Floor Lamp

Price: $119 

The Nanoleaf smart multicolor floor lamp is especially great for college dorms or anyone just trying to make their home feel cozier. Its slim, minimal design fits easily into corners and smaller spaces, while the lighting itself does all the work, offering everything from soft, ambient tones to more vibrant color scenes. You can choose from preset moods or customize your own with millions of colors, and it even reacts to music for a more immersive feel. Whether you are studying, relaxing, or hosting friends, it is an easy way to add warmth and personality to any space.

2. Ride: The Most Iconic Wheels of the Silver Screen Book 

Price: $65

Ride: The Most Iconic Wheels of the Silver Screen is a must-have for movie lovers and car enthusiasts alike, and it makes an especially great coffee-table book. It celebrates the unforgettable vehicles that became characters in their own right, from Goldfinger’s Aston Martin DB5 to Bullitt’s Mustang and Thelma & Louise’s Thunderbird. Packed with striking photography, immersive illustrations, and behind-the-scenes stories, the book explores how these machines helped define some of cinema’s most iconic moments. With fresh interviews from well-known car aficionados like Jay Leno, Stephen King, and Jeff Gordon, RIDE feels both opinionated and deeply nostalgic, making it as enjoyable to flip through as it is to display.

3. Humdrum Bookmarks and Cards

Price range: $5- $7

I absolutely love Humdrum bookmarks and cards, and they are just as fun for adults as they are for kids. The designs are playful and a little absurd, drawing on pop culture, food, and everyday objects in a way that makes you smile. What started as a greeting card brand back in 2016 has grown into a cult favorite for its die-cut bookmarks, which are clever, unexpected, and genuinely delightful even for people who usually claim they “don’t use bookmarks.” Everything is printed locally in the U.S. using environmentally friendly inks, and knowing it’s a small, six-person team behind the brand makes them feel even more special. They are the kind of small gift that feels thoughtful, funny, and memorable.

4. Wonderbox 

Price range: varies 

Wonderbox is a great option for anyone who prefers experiences over traditional gifts. Instead of something that ends up sitting on a shelf, it offers moments that can be shared, remembered, and enjoyed long after the day itself. With a thoughtfully curated range of experiences, there is something for different personalities and interests, making it especially appealing to creative people who value trying something new. For example, the Wonderbox Spa Gift Card gives recipients the freedom to choose their ideal spa experience, from relaxing massages and mani-pedis to skincare treatments such as facials, deep-tissue or hot-stone massages, and even sauna sessions. With access to over 20,000 spa locations across the U.S. and flexible booking options, it is an easy, stress-free gift that works for any schedule. The redemption process is simple, making it just as enjoyable to use as it is to give. Perfect gift for couples, moms, and friends.

5. Otter Spirit Crystal Bracelets  

Price range: $24 – $100

Otter Spirit gemstone bracelets make a thoughtful gift for creatives, astrology lovers, and anyone drawn to spiritual or intention-based pieces. Each bracelet is made with natural gemstones and feels personal, whether chosen by zodiac sign, intention, or intuition. What really sets the brand apart is its commitment to giving back. From day one, Otter Spirit has donated one dollar from every bracelet sold to nonprofits focused on ocean conservation, a mission rooted in the sea otters that inspired the brand. That commitment was recognized in 2024 when Otter Spirit joined the Monterey Bay Aquarium’s Business Donors Board, supporting efforts like the Aquarium’s Sea Otter Program.

Best for the Chefs & Entertainers

1. Cutluxe 15-piece Knife Set

Price: $149

“A good, sharp knife is the foundation of any kitchen. Whether you’re a professional chef or a home cook,” reads the first line on Cutluxe’s website, and I couldn’t agree more. I have been using Cutluxe knives for about a year now, and what I like most is that they are just as high-quality as many of the more expensive, fancy knives out there. The difference is that you don’t have to spend half a month’s paycheck on them. Cutluxe focuses on making the best possible knives at the best possible price. As the brand puts it, “You will never see a signature collection of a famous chef from Cutluxe. Why? Because the merit of our knives lies in their performance, not in the endorsement of a celebrity.”

2. Harmony Haven Double-Sided Tea Towel

Price: $17 

I love the Harmony Haven kitchen tea towel because it finally solves my biggest pet peeve — kitchen towels that look nice but are not absorbent. This one actually works, soaking up spills and drying dishes quickly, while still featuring bold, retro-inspired designs that add warmth to the kitchen. Harmony Haven was founded by Kim Allen, a 60-year-old woman who started the brand as her second act after running a commercial cleaning business for three decades. Her focus on quality and function shows in every detail, from the super-absorbent, fast-drying fabric made with recycled materials to the double-sided designs that are built to be used, not just displayed.

3. Tribest Slowstar AI Vertical Hopper Juicer with Automatic Intelligent Optimization

Price: $599

Who doesn’t want fresh-squeezed juice at home? The newly launched Slowstar AI juicer from Tribest uses built-in AI sensors to detect the type of produce and automatically adjust speed and pressure, helping preserve nutrients and maximize juice yield. It is also the only juicer currently on the market with a stainless-steel blade, a touchscreen interface, and an extra-large hopper, which means less prep and more time enjoying your juice. For anyone looking to make fresh juice part of their routine, this is a thoughtful gift. 

4. Ikarao Portable Karaoke Machine

Price: $249

Any good party starts with karaoke, and the Ikarao karaoke machine makes it easy to get everyone involved. The device is all-in-one, with a built-in screen, lyrics ready to go, and wireless microphones that charge themselves when docked. There is no complicated setup, no extra devices to juggle, and the larger touchscreen makes lyrics easy to follow for kids, adults, and even grandparents. The sound quality is strong enough to fill a room, and when you are not singing, it doubles as a solid Bluetooth speaker. It is one of the best gifts for anyone who loves to host and entertain.

Best for the Outdoorsy Types 

1. Campfire Puffy Jacket 2.0

Price: $399

If you are like me and have a partner who is obsessed with anything outdoors, this is the perfect gift. My partner is already loving it! Campfire Puffy jacket is built for hiking, camping, and all kinds of adventures, and it is fire-resistant, windproof, waterproof, and tearproof. It keeps you warm without feeling bulky and holds up in cold, wet, and windy conditions. The design is clean enough to wear beyond the trail, making it a jacket that works just as well outdoors as it does for everyday winter wear.

2. First Responder Trauma Kit 

Price: $39

I think everyone should have this first responder trauma kit, whether it lives in your home or your car. You do not have to be outdoorsy to need one. Even something as simple as cutting your finger while cooking can turn stressful fast when you open your medicine cabinet and cannot find what you need. This kit keeps everything organized and easy to grab, with clearly divided compartments and pockets so you are not scrambling in the moment. It is well stocked with supplies that go far beyond basic bandages, making it a smart choice for accidents, emergencies, or just peace of mind. It is one of those things you hope you never need, but are very glad to have when you do. The trauma kit is a great gift not only for outdoorsy types but also for anyone who values preparedness and peace of mind. 

3. OBFUN Thermal Layers for Men 

$22

These men’s thermal layers are a winter essential for anyone who lives in cold climates, especially if they ski or spend a lot of time outdoors. The fleece-lined interior traps heat without feeling bulky, making them just as useful for active days outside as for staying warm indoors. The fabric is soft, stretchy, and breathable, so the set moves comfortably with your body and never feels restrictive or itchy. They layer easily under everyday clothes or can be worn on their own for lounging, making them a practical and thoughtful cold-weather gift.

Best for the Fragrance Lovers 

1. SPRVILLN Clientele by Jeffrey Perfume

Price: $37

“It’s not just a fragrance, it’s a provocation. Available only until the DOJ reveals the full unredacted client list,” reads the first line on CLIENTÈLE by Jefferey. You might read that and think, wait, what? That was my first reaction too. When the package first arrived, I got a little nervous about opening it because it was labeled “sealed evidence” and genuinely looked like something sent by the government.

This is definitely not your typical perfume. Released as a limited-edition collectible, CLIENTÈLE is packaged to resemble a blacked-out government file and uses scent as social commentary. Inspired by the ongoing lack of transparency around the Jeffrey Epstein client list, the bottle contains 49 mL of cologne, with 1 mL deliberately missing as a pointed nod to what has been withheld. Created by the anonymous art collective SPRVILLN, it blends art, politics, and provocation, complete with mock government memos and proceeds that support anti-trafficking and transparency organizations.

It is the kind of gift best suited for political junkies or anyone with a sharp sense of humor. And while it is clearly meant to spark conversation more than anything else, I will say it actually smells good.

2. Silver Orange Boutique Crystal Essential Oil Rollers 

Price: $22

These crystal essential oil rollers from Silver Orange Boutique make a thoughtful, under-$25 gift for anyone who appreciates simple, meaningful self-care. Each roller is designed as a quick “micro-ritual,” something you can reach for during a busy day when you need to pause, reset, or ground yourself. They are made with therapeutic-quality essential oils and real crystal chips inside a glass bottle. The blends are intuitive and versatile, from calming or courage-boosting options for stressed students and overworked professionals to softer, affirming blends that feel right for teens, beauty lovers, or anyone needing a little encouragement.

3. Syren Fragrances

Price range: $12- $90

Syren Fragrances is an affordable luxury perfume brand created by three siblings who spent nearly two decades working in the fragrance industry before launching their own line. Syren offers three fragrances for men and three for women, along with a $30 discovery set that lets you test the scents without committing to a full bottle. My personal favorite is Pink Caviar Luxe, which feels warm, rich, and intoxicating, with notes like golden vanilla and cognac. The brand’s motto, “Fragrances for the Good Life,” shows up in the details as well, including the glass beads inside each bottle that move like sand along the ocean floor.r. 

4. Tab & Chance Fragrance Duo

Price range: $200 set / $110 each

Tabitha Brown, a beloved American actress, author, and social media personality known for her motivational voice and vegan lifestyle, launched Fridays with Tab & Chance with her husband of more than 22 years, Chance Brown. The fragrance duo feels deeply personal, reflecting their long-standing partnership rather than a typical celebrity perfume release. His Business is warm and grounded, with notes of bergamot, tea, cocoa, suede, amber, and musk, while Her Business is soft yet radiant, blending bergamot, orange flower, ginger, caramel, vanilla, and cocoa. Worn together, the two scents become Their Business, a layered fragrance that feels intimate and intentional. Vegan and thoughtfully crafted, it makes a meaningful gift for couples or anyone drawn to fragrance with a story behind it.

Best for the Skincare Enthusiasts

1. Eminence Organic Skin Care

Price range: $30 – $100+

For years, I’ve sworn by Eminence Organic Skin Care. Struggling with acne in the past, I found a transformative solution in Eminence’s Clear Skin Line, which left my skin radiant and blemish-free. This luxury brand is renowned for its sustainable, eco-friendly approach, using natural, organic, and Biodynamic ingredients since its inception in 1958. Loved by celebrities like Nicole Kidman, Jennifer Lawrence, and Chris Hemsworth, Eminence combines visible results with environmental responsibility, even planting a tree for every product sold.

Eminence is exclusively available through licensed spas, making it a professional-grade skincare choice for facials and other treatments. I recommend selecting All About You Spa, founded by exceptional European aesthetician Ingrid Vit.

2. HPPY Ultrahydrating Starter Set

Price: $175

The HPPY Skin Ultra Hydrating Starter Set makes a great gift for skincare enthusiasts. The three-piece set includes a gentle gel cleanser, a hyaluronic acid serum, and a rich barrier cream designed to hydrate and support the skin. What sets the brand apart is its use of High Pressure Processing technology (HPP) to preserve a full-spectrum blend of whole-berry nutrients, keeping the bioactive benefits of ingredients like strawberry, blueberry, and raspberry intact. Founder Hannah Penn brought this technology to skincare after growing up around it in her family’s clean-food business. 

3. Demulcere Wash & Glow Starter Set

Price: 139 CAD

Demulcere Wash & Glow Starter Set includes a gentle powdered cleanser that activates with water and a lightweight facial oil serum, creating an easy routine that cleanses without stripping and leaves skin soft and nourished. The brand was founded by a new mom with a background in science who wanted skincare that felt grounding rather than overwhelming, especially during a time when life felt anything but slow. Her focus on plastic-free packaging, minimal ingredients, and formulas gentle enough for sensitive skin shows in every detail. It is a great gift for moms and skincare minimalists. 

Best for Kids

1. Hugimals 

Price range: $12 – $128 

Hugimals are weighted plush stuffed animals designed to provide comfort and help reduce anxiety by mimicking the feeling of a real hug through evenly distributed weight. They are a comforting choice for both kids and adults. I have Frankie the Cat, and it is incredibly calming. When you place it on your chest while lying down, it genuinely feels like a cat.

Hugimals was founded by Marina Khidekel, a health and wellness journalist and former deputy editor at Women’s Health and Cosmopolitan. She launched the brand in 2022 after struggling to find a high-quality, beautifully designed, substantially weighted plush that could ease anxiety for both children and adults. After several years of research, collaboration with therapists, and extensive prototyping, Hugimals was created.

2. Turtleback Performance Hoodie for Kids 

Price: $85

Turtlebacks is a mom-founded brand that makes golf-inspired performance apparel for boys, with comfort, style, and everyday wearability in mind. Designed to move easily from school to playtime to family outings, pieces like the Performance Hoodie, the Play All Day Pants, and Performance Polos combine the softness of athleisure with a more polished look parents appreciate. The focus is on clothes that feel good to wear and actually hold up to real life, helping kids feel comfortable and confident throughout the day.

3. Doctor Bedtime’s Sleep Magic Superpowers for Super-Sleepers Book

Price: $15

Doctor Bedtime’s Sleep Magic is a children’s book created by the Sleep to Live Well Foundation to help kids build healthy sleep habits, especially those who have experienced early stress or trauma. The book is co-authored by Dr. Roger Washington, a Stanford-trained family physician whose own childhood shaped the project. Written in playful rhymes and filled with colorful illustrations, the story follows the friendly Doctor Bedtime (aka Dr. Washington) as he shows children how sleep helps them grow, heal, and feel ready for the day ahead. When Dr. Washington was just two years old, he was placed in an orphanage, where he spent three years coping with trauma and many sleepless nights. That lived experience is woven into the book’s message, which treats sleep not just as a routine but as a source of comfort, strength, and hope for children and the people who care for them.

The post The Best Winter Gifts for Everyone This Season: Curated and Tested appeared first on The Urban Watch Magazine.

In an era where technology is reshaping every aspect of life, artificial intelligence (AI) is emerging as a transformative force in education. With the potential to expand access to higher education through individualized learning platforms, intelligent tutoring systems, and AI-driven administrative tools, it also carries risks. It could help underprivileged students close longstanding educational gaps, but it might also deepen existing disparities. In this article, I explore how current AI advancements serve as both a solution and a challenge in the pursuit of equitable access to higher education.

Bridging the Education Gap—Where Does AI Come in?

While one-on-one tutoring helps students learn concepts, complete projects, or develop new skills, providing on-demand aid to all students is challenging due to a low human instructor-to-student ratio, time constraints, and limited resources to address the diverse needs of students. This is where AI-ed comes into play. 

Educational applications powered by artificial intelligence can tailor content to meet each student’s individual needs and learning pace (Luckin et al., 2016). AI-powered tutoring tools, such as Carnegie Learning and Squirrel AI, provide 24/7 assistance to students, reducing the workload for human instructors. 

Intelligent Tutoring Systems (ITS) utilize AI techniques to learn about a student’s cognitive needs and provide the most suitable learning activities, often without the need for a human instructor to be present (Luckin et al., 2016). These tools can aid students with various learning styles, disabilities, and language barriers, making higher education more inclusive and accessible (Holmes et al., 2019). 

According to Jyoti D. Rozario, a graduate and incoming master’s student at the University of Maryland, these tools can be incredibly empowering, sharing, “Tools like ChatGPT or AI-powered study apps have helped me quickly grasp difficult concepts, draft outlines, and manage time more effectively. For someone juggling multiple classes, a full-time job, and other responsibilities, that kind of support feels like a lifeline.” By offering personalized, on-demand support, AI-driven tutoring systems not only supplement traditional teaching but also empower students to take greater ownership of their learning journeys.

In a survey we conducted of 40-50 anonymous participants, including students, working professionals, and professors, 87.5% of participants identified personalized learning and tutoring as the area most transformed by AI in education, 55% cited student engagement tools, and 57.5% pointed to administrative efficiency, like grading and admissions.

Artificial intelligence has advanced a lot in the past few years. Nowadays, almost all technological solutions are built around sophisticated machine learning models, thus improving the convenience factor for users. AI streamlines a vast number of administrative processes for higher education, such as application screening, grading, and student support services, additionally ensuring a fair evaluation process by reducing human bias (Heffernan & Heffernan, 2014).

Professor Faisal Quader of the Department of Information Systems at the University of Maryland remarked, “AI is a powerful tool that can accelerate learning. But if you jump into using it without understanding the basics, you risk misusing that power.” His comment highlights the importance of pairing AI-driven support with a strong grasp of foundational concepts, ensuring that technological assistance enhances rather than replaces deep learning.

Building on that perspective, others in the field emphasize that the responsibility doesn’t lie with the technology alone but also with the learners who use it. 

“As an AI security researcher, our job is to build safe and responsible models to be useful in different areas, in this case, learning. However, the learners themselves must first learn how to be responsible in using the models for them to be truly helpful, instead of harmful,” said Nicole Meng, a PhD candidate specializing in AI. “Using an LLM to enhance learning is like exploring an ancient library filled with old, sometimes unreliable books. In both cases, the information comes from previous records: for LLMs, that’s internet data; for libraries, it’s written works. You still need to verify whether the information holds today, and neither can replace independent, critical thinking in the learning process.”

Will AI Widen the Educational Divide? What Are the Risks?

By enhancing results, providing real-time feedback, and personalizing learning, AI has the potential to revolutionize education (Holmes, Bialik, & Fadel, 2019). However, if we’re not careful, AI could end up widening the gap between students who have access to resources and those who don’t. For example, AI tools rely on resources such as high-speed internet, modern devices, and well-trained teachers to function effectively (Luckin et al., 2016). Students in underfunded schools or low-income communities often lack these basics, meaning they could miss out on the benefits of AI entirely. 

This digital divide is noticeable even among peers. “Not every student has the same access to devices or stable internet,” Rozario explained, “And sometimes it feels like there’s a growing gap between those who can leverage AI tools and those who can’t.” 

Additionally, the quality of AI systems depends on the quality of the data on which they are trained. While recent advances have improved inclusivity, studies continue to show that AI tools can underperform for certain groups, such as non-native English speakers or students with learning differences. Without intentional design and equitable access, AI risks reinforcing the very inequalities it aims to solve, leaving the most vulnerable students further behind.

AI is often framed as either a solution or a threat to educational equity. When asked how AI is affecting educational inequality, 72.5% of participants in our survey believed that the impact varies depending on how AI is implemented. In comparison, 32.5% felt that AI is increasing inequality due to unequal access to technology. These results underline a critical point: without targeted interventions, AI could become another amplifier of privilege.

The key to avoiding this divide is making sure AI is implemented equitably. This involves investing in technology and infrastructure for underserved schools, ensuring that AI systems are trained on diverse, inclusive datasets, maintaining transparency and privacy standards to protect students, and providing teachers with the necessary training to utilize these tools responsibly and effectively. (Holmes et al., 2019). 

The role of teachers is likely to undergo substantial change, too. 82.5% of survey respondents agreed that teachers will increasingly rely on AI to manage administrative tasks, while nearly 50% said teachers will become more like facilitators or coaches. This shift could depersonalize the student-teacher relationship and reduce opportunities for critical thinking and creativity.

As artificial intelligence becomes increasingly integrated into educational settings, educators, students, and policymakers grapple with harnessing its benefits without undermining core learning outcomes. 

For example, students may face new forms of academic dishonesty. AI-generated content and automated tutoring platforms make it easier to cheat or plagiarize, posing a challenge to educators in finding effective assessment methods that preserve academic integrity. 

Reflecting on these ethical challenges, Professor Quader cautioned, “Yes, cheating or copying is a concern. Students must ensure they understand the concept without relying on AI to do everything for them.” His warning aligns with broader academic fears about overreliance on AI and the erosion of academic integrity, reinforcing the core message that AI must be used intentionally and ethically to truly benefit education. 

In our survey, 87.5% of respondents marked overdependence on technology as a major ethical concern in AI education tools. 82.5% were worried about data privacy and student surveillance, while 42.5% highlighted a lack of transparency in AI decision-making. These concerns underscore how unchecked technological advancements can introduce new vulnerabilities into education systems. 

AI in Education: Take it from Students

While data and expert opinions are critical, student experiences provide unique insight into how AI is shaping the learning journey. For some, AI tools serve as essential aids, supporting time management and comprehension. 

Others also caution against overdependence. As Rozario shared, “Without proper guidance, it’s easy to let AI do the thinking for you, and that defeats the purpose of learning. Over-relying on AI for every aspect of our learning may diminish the ability of critical thinking. AI tools should be used to augment our thinking and help automate daily tasks.”

This captures the tension between AI’s educational potential and the risk of disengagement. Striking the right balance between using AI as a tool and maintaining academic integrity is essential to ensuring that learning remains meaningful and student-driven. 

When asked about the impact of AI tools on student motivation and critical thinking, 52.5% of survey respondents felt that AI weakens both. An additional 30% believed that while AI improves motivation, it weakens critical thinking, and 7.5% felt the reverse, highlighting a fragmented perception of AI’s educational value. Only 15% believed that AI strongly improves both motivation and critical thinking, and 5% thought it slightly improved both.

What Does This Mean for the Future?

Artificial intelligence is expected to play a central role in shaping personalized, efficient, and inclusive learning experiences. As schools and institutions increasingly adopt AI-driven tools, it is essential to ensure that this integration supports equity, fosters creativity, and upholds ethical standards. 

In terms of future risks, the most commonly cited concern was the loss of teacher-student connection, selected by 65% of respondents. This was followed closely by the dehumanization of learning with 55% and the widening of the digital divide with 37.5%. Dependence on commercial AI platforms and the potential for cheating were also concerns, at 37.5% and 20%, respectively, as was algorithmic bias in student evaluations at 22.5%. 

Notably, none of the respondents felt that there were more benefits than risks, underscoring the importance of carefully structured and ethically-guided integration. These insights suggest that while AI holds promise, it must be implemented with a strong emphasis on equity, transparency, and the preservation of human-centered learning practices.

When asked about priorities for AI tool development in education, the top response was personalized learning pathways with 70%, followed closely by enhancing student engagement and supporting students with disabilities, both with 62.5%. These findings reflect a strong demand for AI systems that cater to diverse learning needs and make education more accessible. Additionally, 50% of respondents emphasized the importance of reducing teacher workload, while 42.5% prioritized improving access in underserved regions, reinforcing the dual focus on efficiency and equity.

In terms of curriculum design, 90% of respondents believe schools should focus more on critical thinking and creativity to prepare students for an AI-driven future. 65% support teaching AI literacy and ethics, while 45% advocate for integrating AI tools into everyday learning. These insights suggest that, alongside technical skills, ethical and creative capacities must be central to the evolving curriculum. 

Responsible Implementation of AI: It’s All About Balance

AI holds significant potential to transform higher education by improving accessibility, personalizing learning, and streamlining traditional administrative processes. However, its implementation must be equitable to prevent deepening existing educational disparities. 

Investing in machine learning infrastructure, diverse data collection, and instructor training is crucial for creating inclusive AI systems. When used thoughtfully and responsibly, AI can help bridge the education gap and provide opportunities for students from diverse backgrounds to succeed in the modern academic landscape. While AI is not a silver bullet, ethical and equitable use can make it a powerful tool.

The post Is AI Bridging the Gap or Widening the Divide in Education? appeared first on The Urban Watch Magazine.

Lorenzo Lasagna’s journey from the rolling hills of Perugia, Italy to leading social media strategies for global brands in New York offers a unique perspective on the art of marketing. With a deep-rooted appreciation for culture, heritage, and storytelling, Lorenzo has shaped a career focused on authentic marketing. From navigating the fast-paced, ever-evolving digital world to spearheading global campaigns for renowned companies, his work highlights the importance of genuine connection in a market saturated with noise.

Lorenzo has collaborated with internationally renowned events such as the International Journalism Festival, TEDx, and Primavera Sound, one of Europe’s largest music festivals. He has also worked with New York Design Week and SXSW. In 2019, Lorenzo was honored with a prestigious Silver Pencil award at the One Club for Creativity’s ‘Young Ones’ competition, which celebrates emerging marketing talent. Since 2023, he served as the Global Social Media Lead at frog and Capgemini Invent, working with Fortune 500 companies, governments, and startups.

In this exclusive interview with The Urban Watch, Lorenzo shares insights into his upbringing, his rise in digital marketing, and the lessons he’s learned in the ever-changing landscape of social media. He discusses how authenticity drives success in today’s marketing world and offers a glimpse into his most memorable projects—from overcoming the challenges of the pandemic to creating breakthrough campaigns at prestigious events like the Cannes Lions Festival. As AI and influencer marketing continue to transform the industry, Lorenzo emphasizes that brands must remain true to their values and engage with audiences on a deeper, more personal level.

Tell me a little bit about your background. Where did you grow up, and how has that shaped who you are today?

I grew up in Italy, surrounded by a rich cultural heritage and a deep appreciation for art and design. My hometown, Perugia, in the hillside of central Italy, is known for its buildings dating back to the Etruscan period. When it was time to choose a university major, I was initially drawn to architecture. However, after exploring the curriculum, I found it too “static”—it felt like architecture symbolized a world that had stayed the same for centuries. That’s when my interest in creative marketing took shape. I saw it as an exciting, emerging discipline that felt fresh and dynamic. I was captivated by the intersection of culture and commerce—how advertising could go beyond simple sales tactics to become a form of storytelling that resonates with audiences. At the time, there weren’t many schools in Italy offering courses in this field. Fortunately, one of them was in my hometown, so I pursued my undergraduate degree in Advertising and International Communication there.

Moving to the U.S. for my graduate studies broadened my perspective, exposing me to a new culture and diverse communication and marketing strategies. This experience has been invaluable in shaping the way I approach my work today.

How did you become interested in digital marketing? 

Growing up, smartphones were just becoming a thing. Looking back, I think I was born at the right time—in the 90s—so I still had a pre-internet childhood, but growing up in the 2000s allowed me to experience the new world of the internet during my formative years. When I was a teenager, social media was just beginning to emerge, and it felt like this new, dynamic world––something that I could shape and that belonged to young people rather than a well-established industry. That’s when I realized that creative marketing, especially social media, would become a cornerstone for brands to engage with diverse audiences. I became really interested in this world and started following online blogs and communities on creativity, tech, and digital media. 

My first major breakthrough came during my Master’s program at the City University of New York, where I had the opportunity to work with leading brands, helping them integrate their marketing efforts across various channels. As I advanced in my studies, I recognized the power of strategic, integrated communication in shaping a brand’s identity. That’s when my passion for digital and creative marketing truly took off.

What cultural and professional lessons have you learned from living and working in both Italy and the U.S.?

Living and working in both Italy and the U.S. has given me a dual perspective on creativity and strategy. In Italy, there’s a deep appreciation for craftsmanship, aesthetics, and tradition, which shapes how brands communicate their heritage and values. However, the work culture there tends to be more rigid and slower, often influenced by hierarchical structures and tight regulations. Projects can take years to launch, driven by excessive compliance checks, numerous approval stages, and a cautious approach to change that can feel sluggish.

In contrast, the U.S. work culture prioritizes innovation, speed, and scalability. It’s all about how quickly you can launch, grow, and pivot. For example, while working on a U.S. marketing campaign, we were able to produce a video within a couple of weeks. We set up production, hired multiple vendors, organized the shoot, and even got management approval to shut down the office floor—all in record time.

By comparison, in Europe, the same brand required six months to prepare for a major industry event. The level of detail and the numerous approval steps reflected Europe’s tendency toward bureaucratic hurdles. 

Does quality get lost in the U.S. because of the fast pace?

It depends on the nature of the project. I wouldn’t say the quality is necessarily lower, but maintaining high standards requires constant attention and adaptability in the U.S. In Europe, there’s often more time to refine and perfect, which allows for a more deliberate approach.

Additionally, European brands often feel more deeply connected to their audience due to their strong heritage and traditions. In the U.S., cutting through the noise can be more challenging, given the fast-moving and highly competitive market. This difference in business dynamics shapes how marketing strategies are developed and executed in each region.

What do you consider your biggest professional accomplishment so far?

My biggest professional accomplishment was leading several social media campaigns for frog, part of Capgemini Invent, a global brand aiming to increase its visibility across Europe and the Middle East while maintaining consistency with its U.S. presence. These international campaigns not only boosted engagement but also resulted in a significant increase in market share. Leading such a complex, cross-market initiative and seeing measurable success was a pivotal moment for me.

Winning the Silver Pencil at the One Club for Creativity’s ‘Young Ones’ competition is a significant achievement. What does this recognition mean within the industry, and what personal significance does it hold for you?

Winning a Silver Pencil in 2019 during my graduate studies kickstarted my professional career. The award recognized our provocative campaign for the makeup brand Il Makiage.

The Silver Pencil at the One Club for Creativity is one of the most prestigious awards for young creatives. Within the industry, it symbolizes excellence, innovation, and recognition from some of the most respected figures in advertising and design. For me, winning the award was a pivotal moment. It validated taking creative risks and boosted my confidence in my ability to think outside the box.

On a personal level, this project is especially meaningful to me because it brought my team and me closer together. We bonded through late nights and creative challenges and are now great friends. Every time I see that award on my desk, it’s not just a reminder of our work but also of the importance of striving for excellence and pushing boundaries—even when the approach feels unconventional. It symbolizes what’s possible when you don’t play it safe.

Which projects are you the most proud of?

I’m particularly proud of several projects I worked on during my almost five-year tenure at frog.

In 2020, when I was still an associate at the firm, the world was hit by the Covid-19 pandemic and offices had to close. Working on a global marketing team during such a critical time taught me a lot about dynamically shifting strategy and adapting quickly to unpredictable market conditions. We pivoted all our in-person events to remote, and I had the opportunity to produce webinars in partnership with major industry events like SXSW and New York Design Week. Looking back, it was ironically one of the most formative experiences of my career.

The following year, I produced a marketing video for Campfire, a startup pioneering remote collaboration through a mixed reality (AR/VR) headset designed by frog. It was one of my favorite experiences, as I got to work with a large production team. We shut down a whole floor of the DUMBO (neighborhood in Brooklyn) office building and transformed it into a film set for a day. It was amazing to see what could be accomplished without creative constraints and with a large budget.

In 2023, I contributed to my biggest project yet when frog attended the Cannes Lions International Festival, one of the largest and most prestigious marketing events in the world. Held annually in Cannes, France, the week-long festival offers brands the opportunity to showcase their capabilities, meet new clients, and create business opportunities. It’s a prime platform for creative innovation and attending requires a strong team to make it worthwhile due to the event’s expensive costs.

As a global social media lead, I flew to Cannes to create content and helped craft a content strategy that engaged diverse audiences through multiple digital channels while maintaining the brand’s cohesive global voice. The results were outstanding in terms of audience engagement and brand perception. It was one of our most successful campaigns to date.

Can you tell me more about the content strategy and your experience at Cannes?

Our goal was to develop a content strategy that would showcase our presence at the festival to the world in real time. We partnered with a production company to create a space at the event for talks, panel discussions, and other activities. My role was to ensure we shared everything on social media, allowing our audience of nearly one million people in the creative business community to see what we were doing and creating a positive perception of our brand.

Over several months, I crafted the content strategy, planning what we would produce and release down to the day and hour. It was a lot of work, but it paid off as we successfully reached our audience and gained millions of impressions during the event week and in the weeks that followed.

I was also responsible for producing on-site content—attending panels, taking photos and videos, posting updates, and ensuring everything was ready to share immediately. We hired videographers to record the panels and make sure everything was documented.

A key decision was how we used social media, especially Instagram. Though our primary B2B channel was LinkedIn, I advocated for using Instagram Stories to provide live updates—behind-the-scenes glimpses, insights from the talks, and real-time event coverage.

One of my proudest moments at the festival was when representatives from other major corporate sponsors complimented our content, saying we had the ‘coolest’ material at the venue.

What do you think makes a brand go viral?

This is something I get asked often, and it’s a tough question because there’s no formula for it. What works for one brand might not work for another, and you can’t just copy someone else’s success. However, there are things a brand or company can do to increase its chances. First, stay on top of trends and make sure your content is on the right platforms. It’s essential to understand your audience and what resonates with them. For example, if you’re a consumer brand targeting Gen Z and you’re not posting on platforms like TikTok, it’s never going to reach your audience because they won’t even see it.

So, there’s no one-size-fits-all answer, but it’s about hitting the right spots and being in the right place at the right time. A bit of luck is involved, too. You could leverage something like a culturally relevant moment and jump on it with a timely post. In the past, mainstream events like the Oscars or the Super Bowl provided opportunities to connect with audiences.

Today, however, the nonlinear way consumers experience content on social media means you can achieve the same impact with a niche meme or reference that resonates with your audience. 

You want to be the first to join in on a trend or meme, not the last. If everyone else is doing it, it’s already too late. Timing is key.

Lorenzo Lasagna

Can you talk about the pros and cons of influencer marketing?

Influencer marketing has grown significantly, and it’s a strategy that’s still very relevant, especially for direct-to-consumer brands. There still are many effective cases of brands leveraging influencers to promote their products to their audiences. However, I think we’re reaching a peak in how people perceive it. While it still works, there’s a growing sense of fatigue as consumers are becoming more skeptical of inauthentic promotions.

For influencer marketing to be effective, there must be a genuine connection between the influencer and the product. There was a time when influencers like Kim Kardashian –or Chiara Ferragni in Italy– would promote completely unrelated products, and people still bought into it. But now, with consumers becoming more aware, they can tell when something feels fake. Authenticity is key, and if the product doesn’t resonate with the influencer or their audience, it will appear disingenuous.

Influencer marketing can be more effective in certain industries than others, particularly lifestyle. Smaller influencers with more niche, engaged audiences (even with around 10k followers) often drive better results than celebrities. It’s not just about the size of the following but about whether the influencer’s content and personal brand align with the product. If an influencer is in wellness, for example, they should ideally represent a brand that fits their style and values, or it will seem out of place.

It’s also important for brands to look at audience engagement and demographics rather than just focusing on numbers. Sometimes, brands will look solely at follower count, but understanding the influencer’s audience and their engagement is crucial for success. For example, a running shoe brand might get a larger reach working with an influencer with 500k followers, but if the influencer’s audience consists mostly of general lifestyle followers rather than dedicated runners or fitness enthusiasts, the campaign may not be as effective. In contrast, an influencer with 50k highly engaged followers who are passionate about running and fitness might drive more meaningful conversions, even though their follower count is much lower.

How’s AI changing your industry? Have you incorporated any AI tools in your work? 

Personally, I’ve used AI for organizing tasks, summarizing information, and even refining content strategies, which helps me focus more on the bigger picture and overall strategy.

There are massive opportunities to leverage AI to optimize marketing strategies and target the right audiences with greater precision. However, I think it’s important to proceed with caution, especially when it comes to over-using AI in creative aspects.

At the moment, ‘Generative AI’ is a bit of a buzzword, and it seems like everyone is jumping on the bandwagon. I’ve seen many tech trends come and go. Each hype cycle eventually fades, and the technology quietly integrates into our daily processes. The brands that thrive will be the ones that use AI strategically but still keep a human-centered approach. 

The true value of AI will come when it becomes an invisible tool that enhances how we work without overshadowing the essential human connection that is key to successful marketing.

What are the essential elements that modern brands must possess to distinguish themselves in the market?

Authenticity is key. Audiences are more savvy than ever, and they can spot inauthentic marketing from a mile away. It’s important to create genuine content that speaks to the values of your brand and truly connects with your audience. Building a community rather than just promoting a product is essential for long-term success.

There is also a big opportunity for brands to differentiate themselves through human curation. As AI becomes more integrated into everyday life, I believe consumers will start to crave the human element even more. The brands that will stand out are the ones that maintain an authentic, human-centered approach while leveraging technology to enhance, not replace, those connections.

Success will come from using AI strategically to deepen engagement while positioning the brand as relatable, genuine, and human. The real winners will be the ones that come off as the most genuine in their space.

Can you expand on inauthentic marketing, values, and ethics? Do you choose which brands to work with based on that? How do you know what’s truly authentic?

It’s a tough call for a marketer. Sometimes, there are brands that you personally like, but often, if you work at an agency, you’re assigned a brand to work with. You might not like it, but you still have to promote it.

For example, a company might be sued for greenwashing and have to launch an entire PR campaign to address it. You often don’t have a say in these matters, especially in larger organizations. That’s why it’s such a tough topic for marketers.

There are also product categories you may not personally believe in, such as working with processed food when you eat clean, organic food. How do you decide then? It’s a bit of a gray area.

Personally, I try to work with brands where we overlap in brand values. If their product isn’t perfect yet, I’ll work with them to improve it. I look for brands that have a strategy or mission aimed at having a positive impact, like donating profits or being more sustainable.

What advice would you give someone starting a digital marketing career today?

Stay curious and be adaptable. Digital marketing changes quickly, and you can’t rely on doing things the same way for too long. When I first entered the field, social media was still emerging as a major marketing tool; we were perceived as the odd new kids in the room. Now, it’s the dominant platform. So, my advice is to experiment, learn from your failures, and not be afraid to pivot. Also, focus on developing both creative and analytical skills. Creativity is key to grabbing attention, but knowing how to measure and optimize is what will keep you in the game.

Since you’re Italian– what’s your favorite Italian brand? 

My favorite would have to be Brunello Cucinelli. It’s a fashion brand based just a few minutes from where I grew up, so it holds a special place in my heart. I believe their designs truly embody the concept of “quiet luxury” better than anyone else, which contributed to their massive success. What’s also inspiring is that the founder, now in his 70s, still lives in the same small village, staying connected to the territory and the brand’s roots. I have several friends working there, and one day, I hope to fill my wardrobe with their pieces. That would be the dream. 

Finally, what is your ultimate career goal, and how do you envision reaching it?

My ultimate goal is to work with a team at the intersection of tech, art, and culture. I’m drawn to companies that push boundaries and challenge the status quo, and I want to help shape how those brands communicate with the world. I see myself getting there by leveraging my understanding of both U.S. and European markets and staying ahead of digital trends. It’s about constantly learning and evolving—adapting to the industry while also helping to shape its future.

***

Lorenzo is open to working with new clients. If you want to connect with him, you can contact him on his LinkedIn or his website. 

The post Global Social Media Lead Lorenzo Lasagna on the Significance of Authentic Marketing appeared first on The Urban Watch Magazine.

In today’s bustling tech landscape, Aveneel Waadhwa, a Product Manager at Microsoft on the Azure Optimization team, stands out with his future-forward, innovative, entrepreneurial spirit and global perspective.

Born and raised in New Delhi, India, Waadhwa embarked on a journey that spanned continents and diverse educational and professional terrains. His path, shaped by a deep-rooted passion for technology and a commitment to fostering community, epitomizes the modern product manager: adaptive, forward-thinking, and driven by a vision to impact the world through innovation.

Waadhwa earned his bachelor’s in Data Science & Economics from UC Berkeley and gained experience at multiple startups before joining Microsoft. At Microsoft, his impact has been significant, helping the company save millions of dollars to accelerate innovation and launching a custom GPT and plugin for Microsoft Copilot from the ground up.

Beyond his corporate role, Waadhwa is deeply committed to making a difference. He won the “Hack for Good” category at the 2021 Microsoft Hackathon, benefiting Amrita-Seattle, a charity supporting at-risk children worldwide. His team built a robust website that expanded the charity’s reach and positively impacted children’s lives. Additionally, he co-founded Aspiring Product Manager, a non-profit organization dedicated to helping aspiring product managers break into the tech industry through mentorship, guidance, and job application feedback.

In an exclusive interview, The Urban Watch sat down with Aveneel Waadhwa to delve into his career journey, the transformative impact of AI in product management, and his vision for the future of tech entrepreneurship.

Tell me a little bit about your background and where you grew up.

I grew up in New Delhi, India, and moved to the US at 18 to attend the University of California, Berkeley. I double majored in Data Science and Economics, graduating in 2021. I’ve worked at Microsoft for three years and interned as a product manager at three different startups during college. 

Were you always drawn to numbers and interested in working in this field?

My interest in numbers and data science developed over time. Initially, my interests were all over the place—I enjoyed art and history, studied Spanish for a year in college, and even took some film classes. However, my data science class became my favorite, and I also enjoyed the psychology aspect of economics—understanding how people think and make decisions.

Tell me about your life in New Delhi. Were your parents entrepreneurs?

Growing up in New Delhi was a unique experience. I was diagnosed with leukemia at age 2 and battled it until I was 7. Fortunately, my parents and grandparents, who are all doctors, identified it early. My older brother also pursued an engineering degree, which had a significant influence on me. While my parents weren’t entrepreneurs, their dedication and work ethic inspired me to start something of my own one day.

What has been the most significant personal challenge you’ve ever faced? 

Navigating the United States with uncertainty and anxiety as an immigrant has been my biggest personal challenge. Moving to a new country as a teenager and being an international student meant starting my network from scratch. Entering the job market for the first time as an immigrant was also a significant hurdle.

You’ve lived in the U.S., UK, India, Portugal. How has this multicultural experience influenced who you are today and how you approach professionalism?

Living in diverse cultures has made me open-minded, inclusive, and understanding of different work styles. It has helped me embrace various professional approaches and ways of thinking from people around the world. Empathy and good communication are essential skills for product managers, and my multicultural experiences have enabled me to develop these skills.

I interned in the UK one summer, where I reconnected with family and worked for a startup. I also completed a rigorous startup training program at the European Innovation Academy in Lisbon, Portugal, where I met professionals from various fields, including marketing and design. In this program, we formed teams of five and started a company in three weeks. It was an exciting experience as I had always wanted to create my own company and build something from the ground up.

At the Academy, we worked from 8 a.m. until late at night, culminating in pitching our projects to investors. My team created a travel app that generates real-time itineraries based on user preferences, such as soccer, jazz, or Spanish food. The app optimizes these preferences to provide sample itineraries.

This experience improved my communication skills and made me a better product manager by combining people skills with technical expertise. It also sparked my love for travel; I’ve now visited 43 countries.

Based on this experience, I was hired while still in college to work on another travel app called Welcome, which was acquired last year.

How did your career path lead you to become a product manager at Microsoft?

I have always been passionate about innovation and entrepreneurship. I asked my professors how I could become an entrepreneur and founder. I learned that being a product manager was the perfect role for this. As a product manager, you create a roadmap, work with engineers, design products, and oversee their launch. You also collaborate with marketing and advertising teams. The opportunity to wear many hats excited me, and I knew it would prepare me for success as a founder.

During my senior year of college in 2020, I applied to and interviewed with many big tech companies. The job market was very challenging due to COVID-19, but I networked extensively to get referrals, participated in mock interviews, and prepared thoroughly for my applications. In Fall 2020, one semester before graduation, I was able to land a job offer from Microsoft.

Could you elaborate on the importance of launching a custom GPT and plugin for Microsoft Copilot?

I’m most proud of developing the custom GPT and FinOps (financial operations) plugin that I launched for Copilot, Microsoft’s AI companion. I led this product from ideation to execution, guiding it from concept to launch. Integrating with Azure enabled users to efficiently access and edit financial data directly within Microsoft Teams, eliminating the learning curve associated with navigating new financial portals and saving considerable time for internal users.

What are the advantages of Copilot? How does it differ from ChatGPT?

Copilot serves as an AI assistant embedded in various Microsoft products such as Windows, Office 365, Teams, and Excel. Unlike ChatGPT, which primarily responds to queries, Copilot acts as a proactive assistant. It can analyze documents, draft emails, and even create PowerPoint presentations. This integration into daily workflow tools enhances productivity by automating routine tasks and providing contextual assistance beyond simple question-answer interactions.

What was the process like for launching a custom plugin?

The project began during the hackathon week in September 2023 and took approximately eight months to complete from ideation to general availability launch. Microsoft’s annual hackathon provides employees with the opportunity to work on innovative projects of their choice for a week. Inspired by the success of large language models like ChatGPT, I proposed the idea during the hackathon, received approval, and successfully implemented it by the end of the semester.

What are some of the biggest challenges you face as a product manager?

As a product manager, one of the biggest challenges I face is navigating ambiguity and uncertainty while planning for the future and developing products. Often, there’s a significant information gap when entering new markets or exploring unfamiliar territories. Effectively estimating impact and resource allocation is crucial in this role, alongside the need to quickly adapt to shifting priorities and market dynamics.

Tell me about some of your most significant accomplishments.

Besides launching the Copilot plugin, my most significant accomplishment is helping my organization at Microsoft save millions of dollars. My focus has been on optimizing Azure resources through app development and product launches that facilitate cost savings for our customers. Identifying and implementing these cost-saving initiatives across various areas within a large company can have a profound impact. It not only justifies our efforts but also frees up resources that can fund innovative projects, particularly in AI, which may need more initial funding at the start of the fiscal year. This funding accelerates innovation and product development.

Another accomplishment I’m really proud of is winning the Microsoft Global Hackathon in the “Hack for Good” category back in 2021. Our project supported Amrita-Seattle, a charity that serves at-risk children and youth globally, providing nutrition, education, healthcare, and clean water solutions in the U.S., India, and Nepal. Within a week, we developed a comprehensive website for the charity to facilitate donations. I maintained ongoing communication with the charity and later presented our work to Microsoft’s leadership team, showcasing the impact of our efforts.

You’re also a co-founder of Aspiring Product Manager, helping aspiring product managers break into tech. Tell me more about the organization, your role there, and some key advice for aspiring product managers.

I co-founded Aspiring Product Manager with two friends who are PMs at Coinbase, aiming to support aspiring product managers, especially college students, in breaking into the tech industry. Securing a product management role straight out of college can be challenging, mainly since, historically, many startups only hired PMs once they reached a team size of 35 or 40 employees. However, smaller companies are now beginning to hire PMs earlier in their growth stages as well.

Our organization serves as a valuable resource, focusing on helping aspiring PMs understand the product management interview process. The most common question we receive is what students should study in college to become a product manager. We recommend focusing on computer science and data science, with additional coursework in entrepreneurship and psychology to understand user behavior and enhance technical skills.

As a non-profit volunteer initiative, we started on LinkedIn and have since expanded to include a newsletter. We primarily cater to college students, offering resources and community support. While we have previously held in-person meetings, our resources are now primarily accessible online. Our initiative welcomes anyone interested in product management, and membership is free of charge as we focus on giving back to the community and supporting aspiring product managers in their career journeys.

What trends do you think will most impact the technology industry in the next five years?

For any new tech company, investing in technologies such as AI is essential. Most companies want to work on anything new as fast as possible. It’s a race for innovation. Soon, we will see AI everywhere in our daily lives. For the next few years, it will only help innovation. The government is also investing in AI, underscoring its growing importance. For product managers and young ambitious people in tech, we always want to be working with cutting-edge tech. The goal is to make our lives better and more efficient. Every product manager wants to make their products better. AI tools are making our lives easier, helping us focus on big decision-making rather than menial tasks. 

How is AI changing the field for product managers?

As outlined in my op-ed, AI is revolutionizing the day-to-day tasks of product managers, making their jobs easier and allowing them to focus on critical priorities. This new wave of AI will make product managers more crucial than ever. PMs are accountable for making responsible decisions regardless of the product they own, but they also hold the power to shape the future of AI products and, in turn, the future of our world. With great power comes great responsibility, which should make Product Managers feel critical, influential, and responsible for the ethical use of AI in their work. As PMs don’t spend hours writing product requirement documents (PRDs) and can automatically generate analytics dashboards with suggested metrics, they can devote more time to understanding customer needs, developing product vision and strategy, building customer empathy, and leading cross-functional teams.

What’s your ultimate career goal? 

My ultimate career goal is to start my own company and lead a team, drawing from my experiences at Microsoft and startups. I aim to continue working in AI, focusing on cutting-edge technologies. I have a strong interest in the travel space and the coffee industry and a passion for healthcare. These areas align with my ambitions to innovate and make a meaningful impact in diverse sectors.

What do you like to do for fun in your spare time?

I enjoy traveling whenever possible, trekking, and playing and watching soccer. I’m also a massive cinema buff. On Saturdays, I frequently host coffee events in New York City called “Customs,” where I bring friends and network with others to build community. I hope to expand these events into public gatherings in the future.

You can follow Aveneel Waadhwa on LinkedIn. 

Sign up for his Aspiring PM Newsletter. 

Read his op-ed on how AI will reshape product management. 

The post Meet the Product Management Rock Star: Aveneel Waadhwa appeared first on The Urban Watch Magazine.

Aveneel Waadhwa, Product Manager at Microsoft working on the Azure Optimization team, shares his thoughts on product management in the age of AI.

Imagine a world where product managers possess the superpower to predict customer needs with pinpoint accuracy, streamline workflows effortlessly, and make data-driven decisions in real time— all through the transformative power of artificial intelligence. 

In this article, I dive into how AI revolutionizes product management, enhances efficiency, and creates new opportunities while exploring the ethical responsibilities accompanying these advancements.

Can AI Replace Product Managers?

Let’s address the elephant in the room: Can AI replace product managers (PMs)? For now, the answer is no. With their unique blend of hard and soft skills, product managers bring an irreplaceable human touch to technology. They wield the power to make decisions that could enhance or disrupt systems, a responsibility AI cannot replicate. This reassurance should instill confidence in product managers about the value of their skills in the age of AI.

While AI can aid in various aspects of product management, such as data analysis and automation, it falls short in areas requiring human creativity, emotional intelligence, and “soft skills”— indispensable for effective product management. For example, while tools like Gamma AI for presentations or Otter.ai for meeting notes streamline our tasks, product managers uniquely provide the nuanced understanding of customer needs and the empathy necessary to build strong teams.

That said, I’d argue that this new wave of AI will make product managers more critical than ever. PMs are accountable for making responsible decisions across their product portfolios while also holding the power to shape the future of AI products and, in turn, the future of our world. With great power comes great responsibility, which should make product managers feel critical, influential, and responsible for the ethical use of AI in their work.

Leveraging AI at Work

In my role at Microsoft, I regularly utilize AI to enhance decision-making and streamline processes. For instance, Azure Machine Learning analyzes vast volumes of data to uncover patterns and insights that inform our product strategies.

Recently, my team launched a Copilot plugin for internal customers, reducing access time to view and edit Azure budgets, forecasts, and projections by approximately 50 percent. This plugin also makes it easier to surface cost-saving recommendations to customers and help answer their FAQs and product queries.

During a project to optimize our organization’s Azure services, I had one of the most impactful experiences with AI. By integrating Azure Machine Learning, we identified subtle customer preferences that we would have otherwise missed. This led to a more personalized product experience and higher customer satisfaction. Using Power BI for real-time data visualization allows us to make informed decisions swiftly, adapting our strategies to market changes almost instantaneously. Copilot has saved me countless hours drafting initial document versions, allowing me to focus on strategic planning and team coordination.

Here are some AI tools that I frequently use at work:

• Azure Machine Learning: Data analysis and trend identification. 
• Copilot in Microsoft 365: Assisting in drafting documents like Product Requirement Documents (PRDs). 
• Power BI: Creating interactive dashboards for real-time insights.
• Dynamics 365 AI: Understanding customer feedback and predicting market trends.
• Copilot plugins: Managing internal tasks and tooling, including dogfooding the plugin I launched. 

Integrating Microsoft’s AI tools into my workflow enhances productivity and frees up time for innovation and creative problem-solving, resulting in improved product outcomes.

Equipping PMs for the AI Revolution

Proficiency in AI fundamentals and key machine learning concepts is now more crucial than ever. According to the World Economic Forum, 23 percent of global jobs will change in the next five years, driven by advancements in artificial intelligence and other text, image, and voice processing technologies.

Reflecting on my decision to major in Data Science, I value the hands-on experience gained from running machine learning models and exploring AI libraries and frameworks. This knowledge has been invaluable in understanding the capabilities and limitations of AI tools.

Future computer science and data science curricula will likely incorporate responsible AI requirements. Programs like Stanford’s Symbolic Systems or my alma mater, UC Berkeley’s Cognitive Science, which blends technical skills with humanities, will become more relevant. These programs prepare PMs to navigate the ethical considerations of AI, ensuring privacy, data protection, and bias mitigation are prioritized in product development. 

Prioritization is a significant responsibility for any product manager, especially those involved in AI products. Beyond speed, considerations of privacy, data protection, ethics, and biases must inform the crafting of product roadmaps. While this shift in mindset may take time for some PMs, it’s a necessary change. The responsible use of AI is not a passing trend; it’s a prerequisite for the future of product management. Emphasizing responsibility should empower product managers and underscore their accountability for the ethical use of AI in their work.

Ethical Use of AI

The ethical use of AI is paramount in today’s technological landscape. Product managers must ensure that AI is used responsibly, minimizing risks and maximizing benefits for society. Here are some concrete examples of how PMs can use AI ethically in their work:

• Transparency and Explainability: Ensure that AI models are transparent and their decisions can be explained. Using AI tools like Explainable AI (XAI) can help product managers understand and communicate how AI makes decisions, which is crucial for maintaining user trust. Lack of transparency can lead to mistrust among users and stakeholders, potentially resulting in the rejection of AI solutions. For example, a lack of transparency in AI algorithms used in hiring practices can lead to legal challenges and reputational damage for companies.
• Bias Mitigation: Actively work to identify and mitigate biases in AI models. This includes using diverse datasets and regularly auditing AI systems for discriminatory patterns. Tools like IBM’s AI Fairness 360 can help in this process. Failure to address biases can result in discriminatory practices, leading to unfair treatment of certain groups. This can cause significant harm to affected individuals and expose the company to legal and regulatory repercussions. For instance, biased AI in credit scoring systems has led to unfair loan denials and increased regulatory scrutiny.
• Data Privacy: Prioritize data privacy and protection. Ensure that AI systems comply with regulations like GDPR and CCPA and implement robust data anonymization techniques to protect user information. Neglecting data privacy can lead to severe data breaches, resulting in substantial financial penalties and loss of customer trust. For example, the GDPR has imposed hefty fines on companies for data privacy violations, highlighting the importance of compliance.
• Ethical AI Usage Policies: Develop and enforce ethical AI usage policies within the organization. This includes setting clear guidelines on the acceptable use of AI and training employees on ethical AI practices. Without clear policies, companies risk unethical use of AI that can lead to public backlash and damage the company’s reputation. Ethical lapses in AI deployment can also result in long-term negative impacts on brand perception and customer loyalty.
• Stakeholder Involvement: Involve diverse stakeholders in developing and deploying AI systems. This ensures that different perspectives are considered and the AI system aligns with the values and needs of various user groups. Ignoring stakeholder input can result in AI solutions that do not meet user needs or ethical standards, leading to poor adoption and potential failures. Stakeholder engagement is crucial for developing effective and ethically sound AI.

The Future of AI in Product Management

As AI evolves, its impact on product management and the broader technology landscape will be profound. Increased regulation of AI technologies is expected to ensure ethical and responsible use. For instance, the European Union’s AI Act aims to establish a legal framework for AI, focusing on transparency, accountability, and ethical use. This act will categorize AI systems based on risk levels, ensuring higher-risk applications undergo rigorous scrutiny. Similarly, the United States is considering the Algorithmic Accountability Act, which would require companies to assess the impact of their AI systems and mitigate any potential biases or harms. Detecting deepfakes and AI-generated content is also a challenge, with companies like Reality Defender and GPTZero working with governments and universities to solve it.

Product managers must stay well-versed in these regulations to ensure compliance and ethical product development. This requires continuously updating their knowledge to align with new legal requirements and societal expectations. As AI tools become more sophisticated, PMs will play a crucial role in interpreting AI-generated insights and ensuring these technologies benefit users and society.

While AI tools might suggest a reduced demand for product managers due to increased efficiency, the reality is more nuanced. AI will streamline many tasks, but the role of PMs will also expand to include new responsibilities, such as ensuring AI alignment with regulatory requirements and interpreting AI-generated insights. This will likely increase the need for skilled PMs who can navigate this complex landscape.

AI Tools for Product Managers

Here are some AI tools that product managers can use to streamline their daily tasks:

• Gamma AI: For AI-powered presentations.
• Copilot on Word or Notion AI: For drafting documents.
• ChatPRD or WriteMyPRD: For crafting 1-pagers and PRDs
• ClickUp: For automating workflows.
• Mixpanel: For AI-driven product analytics.
• Productroadmap.ai: For creating product roadmaps efficiently.
• Copilot on Teams or Otter.ai: For effortlessly taking meeting notes.
• Enterpret: For analyzing customer feedback across channels.

These tools significantly save time and offer a glimpse into an exciting future where PMs can focus more on strategic decision-making and less on mundane tasks.

AI and Techno-Optimism

Techno-optimism is the belief that technology, especially new technologies such as AI, will ultimately improve our lives and solve many of humanity’s problems. I am optimistic about AI’s potential to balance technical and soft skills in the tech industry. Developing empathy and collaboration skills will be crucial in the age of AI. Tech companies, often criticized for lacking humanity, can benefit from this shift as AI encourages more human-centric decision-making.

A great example of this is Blank Street Coffee. The company uses automation to handle routine tasks, freeing up their service workers to focus on engaging with customers and improving their experience. Instead of just making coffee, employees can spend more time building relationships with customers, enhancing overall satisfaction. This model shows how AI can foster better human interactions by allowing workers to focus on what they do best—providing excellent customer service.

As we stand on the brink of the AI revolution, it’s clear that product managers are uniquely positioned to harness this technology for profound impact. AI will transform product management, technology, and the world. By embracing AI responsibly and leading with empathy and innovation, product managers can shape a future where technology serves humanity in meaningful and ethical ways. Let’s champion solutions to significant problems and ensure that as AI grows more intelligent, it enhances our human experience and drives us toward a better and brighter future.

This article was originally published on MSN.com

Aveneel Waadhwa is a Product Manager at Microsoft, based in New York City, working on the Azure Optimization team. He is also the co-founder of Aspiring Product Manager, a non-profit organization dedicated to helping aspiring product managers break into the tech industry through mentorship, guidance, and job application feedback. With a background in Data Science from UC Berkeley, Aveneel is highly knowledgeable about AI and its applications in product management. Outside work, Aveneel enjoys traveling to new countries, hiking, hosting coffee events, playing soccer, and watching movies.

The post How Will AI Reshape Product Management? appeared first on The Urban Watch Magazine.

Hailing from Sweden but making her mark in the heart of New York City, Matilda Ivarsson, along with her partner Yasmine Mansson, co-founded the PR agency STHLM-NYC. Their mission is to facilitate the entry of Swedish entrepreneurs and brands into the bustling U.S. market. As they’re about to triple their client base and revenue by year’s end, the question on everyone’s mind is, how did they achieve this remarkable success while competing with hundreds of well-established New York agencies?

Boasting nearly a decade of experience on both sides of the Atlantic, Matilda’s journey is nothing short of impressive. She served as the Head of Communications for The Museum of Spirits in Stockholm and has collaborated with an array of renowned clients, including industry giants such as L’Oréal, the esteemed 5-star Boston Harbor Hotel, celebrated names like Glendalough Whiskey, and artists of international acclaim, such as David Shrigley and Bertil Vallien. Her portfolio also includes works by iconic artists like Andy Warhol, Keith Haring, and Frank Bowling. She has notably secured international press coverage for her clients in distinguished publications, such as The Wall Street Journal, Elephant Art Magazine, ARTnews, and more.

Matilda is, as some would describe, “a third culture kid” who has led a life that transcends borders, having called different countries home since the tender age of 4. Fluent in three languages by the age of 7, she pursued her education at Suffolk University in Boston and completed her Master’s in Strategic Communication at Columbia University.

In an exclusive interview, The Urban Watch sat down with Matilda to delve into her unique perspective on the Swedish and New York markets, exploring the nuances of communication in both and uncovering the secret to her newfound success.

What’s the biggest challenge you’ve faced?

I’ve been privileged to live in many different places around the world, which enriched my experiences and broadened my perspective. However, it has also posed a challenge for me – finding a sense of belonging. I am grateful for the many years I’ve spent in the U.S. and the sense of belonging I feel here.

My dad is an entrepreneur, so we moved around often, crossing continents and countries. I was trilingual by the age of 7. When I was 4, we relocated to Paris for three years. It was challenging to assimilate into the French community. I remember being told that I couldn’t play with a French girl because her father said, “My daughter doesn’t play with immigrants.” Then, we moved to a suburb of Boston for another three years. The town was incredibly welcoming, but it was a small, sheltered community, not particularly fashionable. Later, we moved to a small ski town in Northern Sweden. However, the most challenging move was returning to Stockholm when I was 12. In Stockholm, children grow up faster. Girls used to ask for a Louis Vuitton bag for Christmas because that’s what they carried to school. I am Swedish, but I felt like an outsider in my own country. This kind of lifestyle made me desire constant movement. After high school, I returned to Paris to continue my language education and then to Thailand to volunteer. Then, I earned my Bachelor’s degree at Suffolk University in Boston before returning to Sweden, where I stayed for a few years.

Do you still feel like an outsider in Sweden? Would you like to go back to live there? 

I no longer feel like an outsider in Sweden because it has become more international since high school and is much more open. I have developed a much deeper appreciation for Swedish traditions and culture than I had when I was younger. While I will likely be based in New York, where I have found my home, I also want to take a long Christmas break in Sweden and stay there for two months during the summer. Additionally, I have my Swedish community here in New York – I attend a Swedish church and serve on the board of The Swedish Women’s Educational Association in New York (SWEA).

When did you discover your interest in PR, and how did you foster it? 

My undergraduate degree is in PR and Marketing. My first job was at 451 Marketing in Boston, and it was there that I realized I had found my calling. It was an incredibly rewarding experience, working alongside some of the best professionals in the business, and I quickly learned how to deliver life-changing results for my clients. I excelled in this field, which allowed me to advance rapidly. The positive feedback from my superiors solidified my belief that this was the right career path for me. Witnessing the impact that PR could have on clients and seeing them shine and their businesses take off inspired me to strive for expertise in this field.

While with the 451 Marketing Hospitality PR Team, we successfully launched Glendalough Whisky in the U.S. through five events in key cities: Boston, New York, Chicago, Atlanta, and Philadelphia. I played a significant role in planning each event from our Boston location and managing the budget. The outcome was full houses at each location and national press features, marking it a major success.

How do PR practices differ between New York and Sweden? Are there any unique challenges or opportunities in each location?

The U.S. is a little more ahead of the curve than Europe. There are lots of new trends and a lot of media activations that weren’t used in Sweden back when I worked in Boston.

In New York, we have more creative freedom. I believe this is due to the city’s diversity and intense competition. In Sweden, PR professionals are more likely to follow the norm –I witnessed that when I worked as Head of Communications at the Museum of Spirits in Sweden. Before, they used to outsource their PR and Events planning, but I brought it in-house. The museum was turning 100 years old, and I was tasked with planning the opening of the exhibition “Champagne!”  In my first month there, the CEO gave me a budget and told me to plan a party with one thousand people. I applied everything I had learned in the U.S. to that event. 

For example, I wanted to set up a photo booth, which wasn’t a common practice in Sweden in 2017. My boss at first was against the idea, but I ended up convincing her. So, we got a photo booth with fun prompts. When people shared the photos from the booth on social media, it got like 30 thousand impressions in 24 hours – it was a very successful event.

I also secured sponsorship from every possible champagne brand, even those that typically didn’t sponsor.

Sweden is very innovative in tech and fashion, but we are catching up with communications – there’s still a hesitancy to stand out and break away from traditional norms.

Certain marketing activities were obligatory for an exhibition, such as placing advertisements on large light poles. These poles were city-owned and exclusively reserved for cultural institutions. Therefore, a substantial marketing budget was allocated for this purpose rather than social media marketing.

It’s increasingly hard for brands to get press in the U.S. What are some key things a brand needs to get organic media attention? 

The nicest compliment I got from my Swedish CEO at the museum was, “She’s relentless but unpretentious.” I have no problem going after reporters time and time again. Research is key because you shouldn’t be pitching the same story to 100 different journalists. You have to get to know the journalist and make sure that whatever you’re pitching perfectly aligns with what they cover. 

When pitching, a story is key. It doesn’t have to be as complicated as people think. One thing I’ve learned through a decade in this profession is the simplicity of writing: a simple story with one main point when pitching. The more well-written the pitch is, the better chance it will be published. Give them a headline – it will make their job easier. 

In the U.S., there’s a lot of room to fill for journalists. If you can become a trusted partner, give them the stories and the scoops–  you essentially do some work for them. Here, journalists get hundreds of emails daily, and it’s all about cutting through that noise. 

I’m so excited to say that we have two TV opportunities in the works for our clients. One of them will be featured on CNBC. Our jewelry client also got a feature in Brooklyn Paper. 

Podcasts are highly effective for clients with new, complex products. On a podcast, they have more airtime to share their story and explain the product. TV opportunities are more reliant on connections. The choice of medium depends on what you’re pitching.

What’s the accomplishment you’re most proud of? 

The accomplishment I’m most proud of is the opening of the exhibition “The Future of Food & Drink” at the Museum of Spirits, which Swedish Prince Carl Philip himself inaugurated. I was responsible for planning and executing the marketing strategy, as well as handling all PR and event coordination for the opening. The exhibition, which premiered in February 2019 at the museum, was the first of its kind. We presented 100 years of food trends in three segments: the past (1950s), present, and future (2050). Examining the impact of food consumption, shipping, and agriculture on the environment, along with the changing trends, was incredibly intriguing. To date, it remains my most successful opening. On the opening day, we received national coverage on “Good Morning News,” TV4 Nyhetsmorgon (Sweden’s equivalent of Good Morning America or the Today Show), in national newspapers like Dagens Industri (Sweden’s equivalent of The New York Times), and on national radio, in addition to hundreds of mentions across various media outlets and social media.

Tell me about how you founded your PR agency STHLM-NYC. 

That’s my other biggest accomplishment! We’ve experienced rapid growth and are on track to triple our clients and revenue by the end of 2023. It’s been a whirlwind, but I always had a sense in my mind that I would start my agency; I just thought it would happen when I was around 45, not in my 30s, haha.

Since moving to Sweden, I have been taking on clients for PR projects and kept getting a lot of requests from companies and agencies about freelancing. So this was meant to be.  So this was meant to be. 

I grew up with an entrepreneur dad and an older brother who now runs a successful SaaS company. I learned a lot from them and was inspired by their journeys.

I met Yasmine, my co-founder, who is also Swedish, here in New York. We both served on the board of SWEA and met in January of this year at my first board meeting. We were both consultants then and realized we shared similar experiences, so we decided to take the leap and start our agency.

How does STHLM-NYC stand out among the many other PR agencies in New York? 

There are hundreds of PR agencies in NYC, and it’s hard to compete, so it’s crazy that we’ve grown as fast as we have, but I think it’s because we found a great niche. We specialize in helping Swedish entrepreneurs, brands, and companies enter the U.S. market, with a concentration in New York. 

We are very proud and confident of what we offer. Some companies help Swedish companies in NYC, but none help with communications– I realized this when I was working at the Swedish American Chamber of Commerce in NY. It was a great experience that made me realize that I want to work with Swedish brands and people in the U.S. I’ve been in the U.S. for 11 years and have a deep understanding of how things are done here and how I can help Swedish entrepreneurs. And Swedes need to understand that New York is very different from, let’s say, Texas, Florida, and other states. New York comprises thousands of market segments, and one must identify their target audience, understand their demographics, and so on. For instance, does the target customer prefer shopping at Whole Foods or Trader Joe’s?

I’m proud to be Swedish and offer my local expertise in the New York market. 

Sweden is always advertised as the happiest country in the world and the most gender equal. But we are not good at talking about ourselves! And in New York, you need to be good at talking about yourself and knowing your worth. That’s where we come in–  helping our clients find their voice and tone is very exciting. 

We are currently working with some Swedish legacy names like Orrefors & Kosta Boda, a legacy glassware and glass art company. Kosta Boda was founded in 1742 by two governors and former generals from King Charles XII’s army. They’ve been selling in the U.S. for many years as well – places like Neiman Marcus and Nordstrom. However, we are helping them target younger audiences through out-of-the-box social media and guerilla marketing campaigns. 

Do you have any American clients? 

Yes, we do! We have a couple of American clients, including the jewelry brand Burkindy and Matthew Sawyer’s USAccelerator. Matthew Sawyer is a go-to-market strategist specializing in helping companies launch in the U.S. He recently published his first book, “How to Make It in America,” and we are assisting him with PR.

What are the essential elements that modern brands must possess to distinguish themselves in the market?

They need to have outside-the-box ideas and an open mindset. Ethics are also critical. The terms “PR stunt” or “spin” often have negative connotations because people associate them with putting a positive spin on something negative. For example, when a brand is engaged in “greenwashing” or handling crisis communications poorly.

An authentic brand is crucial. As PR professionals, we often serve as a check for our clients, helping them ensure their authenticity.

At our agency, we have a strong mission. We believe that every human being is brilliant in their own way, and we aim to help their brilliance shine.

Yasmine and I have a strong ability to connect with people, and we require a genuine connection with our clients. If there’s something that doesn’t align or if we don’t believe in what they offer, we won’t take them on as clients. It needs to be a mutually beneficial match.

We research our clients beforehand to ensure that we can fully support what they’re selling. After all, we become their ambassadors and put our reputation on the line.

Transparency is always very important. We need to know if there are any skeletons in the closet because we need to be prepared to handle any crises.

Talk about the pros and cons of working for yourself vs. working for someone else.

When considering the advantages and disadvantages of working for yourself versus working for someone else, there are several key points to remember. When you work for yourself, you have the freedom to explore limitless opportunities and have the power to allocate your time to the most valuable and essential aspects of your job or business. This freedom can also lead to a broader range of creativity, allowing you to express your ideas and concepts uniquely. However, there are challenges, as you must establish a clear vision for your contributions and take the initiative to start your own company, which can be demanding.

Another difference between being employed and running your own business is that you must be closely connected to your passion. In my case, I’ve discovered that my passion isn’t confined to a single industry. So, our client base spans a diverse spectrum, ranging from an exceptionally talented jewelry designer to tech innovators like Howwe Technologies. Our passion is effective and creative communication, no matter what your product or service is. 

On the other hand, working for someone else can be an incredibly educational experience, providing you with valuable insights and skills you might not have gained otherwise. I owe much of my knowledge and growth to my work experience, as it has allowed me to learn from successful entrepreneurs and develop a deeper understanding of what it takes to succeed in the business world. However, working for someone else can come with limitations, as you must often follow someone else’s directives and adhere to their established structures. Ultimately, choosing between working for yourself or someone else depends on your goals, ambitions, and preferences.

What are some emerging trends in the PR industry that you have observed in both locations?

I love guerilla marketing campaigns! Guerilla marketing is a strategy marketers use to create hype through word-of-mouth marketing with hopes of going viral. Using unconventional marketing techniques, you do something no one has before. For example, the hit show “The Walking Dead” did a guerilla marketing campaign where actors were made up to look like zombies and placed below a grate in Manhattan’s Union Square. Pedestrians who stepped near or above the grate were met with zombified hands and arms reaching up from the ground below them. 

UNICEF did a guerilla marketing stunt before where they put dirty water in vending machines. For a $1 donation to UNICEF’s cause, New Yorkers received a nasty bottle of brown water, as well as some important facts about the water crisis. A $1 donation could provide a child with clean drinking water for 40 days, they said. I also try to implement guerilla marketing when I can. 

People today are very tech-savvy, and brands quickly embrace trends, like being among the first to join Clubhouse or Meta’s new platform, Threads. You either become an early adopter or find fun and engaging ways to connect with your customers.

Since COVID-19, people have been yearning for human interaction, even though so much remained online after the pandemic. If brands can play a role in bringing people together, connecting them, and engaging with human emotions, that’s a beautiful thing. Guerrilla marketing will always remain relevant.

In 2018, we organized an exhibition for visual artist David Shrigley at the Museum of Spirits in Sweden. He was the museum’s most significant artist to date. His exhibition featured 12 nine-foot-tall inflatable swan-like sculptures, also available in a smaller format suitable for pools and sold as merchandise. On the opening day, we arrived at the museum at 5 a.m., inflated 12 smaller swans, and placed them in fountains across Stockholm. This allowed people jogging, walking their dogs, or commuting to work in the morning to see these floats throughout the city. If they posted on social media and tagged the artist and the museum, they received free entry to the exhibition. This put a smile on many morning commuters. 

Another prominent trend that’s hard to overlook is AI. However, AI cannot replace humans. It can enhance time efficiency and overcome writer’s block, but it cannot compete with the human brain and interaction.

Can you share a challenging client situation and how you resolved it?

One challenging client situation I encountered involved working with a large enterprise tech organization, which was a unique experience for me as I had previously worked with a diverse range of clients but not within such a massive enterprise context. Their forward-thinking approach was so cutting-edge that the public and media had no prior knowledge or established schemas to reference in their communication. This required us to employ a higher degree of innovative and creative language when engaging with the public, as our objective was to usher the stakeholders into an envisioned future seamlessly. To overcome this challenge, we took the initiative to provide stakeholders with a glimpse into the future of technology, bridging the gap between their pioneering ideas and the wider audience’s comprehension. This approach helped us successfully navigate the communication hurdles and maintain a constructive client relationship.

What’s one piece of advice that you’d give to an entrepreneur who wants to bring their business to the U.S.?

If you’re an entrepreneur looking to expand your business to the United States, there’s a critical piece of advice I would offer: thorough research and preparedness. The U.S. market is incredibly diverse, encompassing various cultures and regions, each with unique preferences and nuances. Recognize that successful entry into this market may require different strategies depending on whether you target a specific market segment or a geographic location. The potential for growth in the U.S. is immense, with a vast and dynamic business landscape that is highly competitive and entrepreneurial-friendly. With the right approach, the sky is truly the limit, but it’s essential to approach your expansion with a well-informed and adaptable strategy to make the most of this opportunity.

What advice do you have for aspiring PR professionals?

For those aspiring to a career in public relations, several key pieces of advice can pave the way for success. Firstly, prioritize networking, as your connections can be invaluable in this field. Maintain a dynamic and growing network of industry professionals, ensuring it remains fresh and relevant to your goals. Additionally, never underestimate the power of your writing skills. Continuous practice and improvement in writing are essential, as it’s a core component of PR work. Furthermore, don’t neglect the importance of reading. Staying well-informed and up-to-date with current events, trends, and industry news is crucial for effectively navigating the ever-evolving world of public relations.

Future plans and dreams? 

Given the significant growth we’ve experienced, we are on track to triple our revenue in 2023, and we’re optimistic about expanding across the Atlantic soon. We plan to open a second office in Sweden, as we have received inquiries from American organizations seeking assistance expanding to Scandinavia.

Check out STHLM-NYC agency! Follow them on Instagram or connect with Matilda on Linkedin.

The post Meet New York’s Acclaimed PR Star: Matilda Ivarsson appeared first on The Urban Watch Magazine.

The recent Chapter 11 bankruptcy filing by Rite Aid, one of the nation’s largest drugstore chains, has raised concerns about the potential impact on the mass-market beauty industry. 

Rite Aid, with its sales of $24.1 billion across over 2,300 stores, had set itself apart from competitors by offering a diverse range of beauty brands, including indie lines not commonly found elsewhere. These efforts to diversify its beauty assortment were part of a strategy to remain competitive and relevant in the evolving retail landscape.

The efforts were not enough to stave off filing for Chapter 11. “It was always a matter of when, not if, Rite Aid would file for bankruptcy,” said Neil Saunders, managing director of GlobalData, in a note to investors. “The company has been deep in the red for the past six years, notching up combined net losses of $2.9 billion. It also has $3.3 billion of long-term debt sitting on the balance sheet, which, during the last fiscal quarter, cost it some $65 million to service. Its assets exceed its liabilities by $947 million — a figure that seems to constantly widen. Against this financial backdrop, Rite Aid simply isn’t a viable entity: it is basically running on the fumes of cash it generates in the day-to-day business.”

In 2020, Rite Aid unveiled a wellness-focused beauty department featuring indie brands, a move aimed at attracting health-conscious consumers. The inclusion of brands like Doll Face, Kokie, Essano, and Ella + Mila expanded the mass-market beauty offerings, catering to a broader range of customer preferences. Rite Aid’s stores in rural areas also remained a reliable source for traditional mass-market brands such as L’Oréal, E.l.f., CoverGirl, Wet ‘n’ Wild, Sally Hansen, and Revlon.

Despite these efforts, Rite Aid struggled financially, posting net losses of $2.9 billion over the past six years and carrying $3.3 billion in long-term debt. The company’s inability to maintain financial viability eventually led to its Chapter 11 filing. The opioid lawsuits looming over Rite Aid added further pressure, with potential settlements estimated to cost the company around $1 billion. In comparison, industry giants like Walgreens and CVS, with their substantial resources, could manage settlements of approximately $5 billion each to resolve similar lawsuits.

Rite Aid secured $3.45 billion in new financing from certain lenders to support its operations during the bankruptcy process. The chain is expected to close some of its stores, potentially up to 500 locations. While the situation poses challenges, industry experts believe there is still a need for a third major drugstore chain in a highly consolidated industry.

From a beauty perspective, consumers can turn to alternative outlets if Rite Aid stores close. Major retailers like Amazon, Ulta Beauty, Ulta at Target, and Sephora at Kohl’s offer convenience and opportunities for discovery. CVS, Walgreens, and Walmart are also expected to benefit from the shift in customer purchasing behavior.

Despite the challenges, some hope that Rite Aid will maintain a core of stores that can continue to support smaller beauty brands. Rite Aid’s loyal customer base appreciates the convenience and service the chain provides. Its beauty departments, known for their strong nail sections, have become destinations for consumers in smaller markets. These sections rival those of upscale beauty retailers, offering emerging brands an opportunity to establish their presence.

While Rite Aid’s future remains uncertain, its unique proposition and reach across rural areas are factors that could shape its path to recovery. The company’s challenge will be to maintain relevance and compete effectively in the ever-evolving retail landscape, even as it grapples with financial difficulties and the changing retail industry dynamics.

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Western nations are on the cusp of implementing a ban on Russian diamonds in countries already imposing sanctions on Kremlin assets, according to Belgian Prime Minister Alexander de Croo. This move, which aims to curtail a significant revenue source for Vladimir Putin’s Ukraine conflict, is the culmination of a year-long effort by the European Union and G7 countries to establish a reliable system for tracking Russian diamonds.

Speaking alongside Volodymyr Zelenskiy during a surprise visit to NATO headquarters in Brussels, De Croo disclosed that the goal is to enforce the ban on “blood diamonds” starting on January 1, 2024. The support of Belgium is pivotal, as an estimated 90 percent of the world’s diamonds pass through the port city of Antwerp. Despite industry pressure advising against a ban, warning that sanctions could divert valuable trade from Antwerp to Dubai, De Croo emphasized the need to sever Russian dominance from retail markets.

Belgian PM De Croo explained, “The best way to do that is with the full traceability system to exclude Russian diamonds from all the markets. We are doing [this] together with the EU and the G7, and we are very close to finalizing such a full traceability system.”

Efforts to disrupt the diamond supply chain have been complex, as Russia has managed to circumvent existing sanctions. While the EU sanctions have expanded to include Russian coal, gold, and caviar, diamond imports have continued. However, global leaders have been working collaboratively to establish a comprehensive prohibition on the sale of Russian diamonds, ensuring they don’t enter the market through alternative routes.

Recently, experts from the G7 and Belgium discussed the potential embargo on importing Russian-mined diamonds during the G7 summit in India. Approximately one-third of the world’s diamond supply, valued at around €4.5 billion (£3.8 billion), originates from Siberian quarries. Prior to the Ukraine invasion, Russia accounted for 25 percent of the rough diamonds passing through Antwerp.

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Victoria’s Secret, a brand that once symbolized femininity and glamour for millions of women, is attempting to make a comeback on Wall Street — WWD reported. However, the brand’s resurgence is marred by previous disturbing revelations about its corporate culture. The New York Times investigation in 2020 unveiled a deeply entrenched culture of misogyny, bullying, and harassment within the organization.

At the company’s annual investor meeting, CEO Martin Waters presented a story that encompassed both triumph and struggle. On one hand, Waters emphasized Victoria’s Secret’s impressive $6.2 billion in revenue, $700 million in earnings before interest, taxes, depreciation, and amortization, and its commanding 20 percent share of the U.S. lingerie market. “With 85 million followers on Instagram, we are the second most followed brand on the planet,” Waters said.

Victoria’s Secret’s Ad Campaign 2022

However, there is another facet to Victoria’s Secret’s story. Despite its revenue, the company is grappling with challenges that have driven its market cap down to just $1.2 billion, a mere fraction of its earnings. The company’s enterprise value is just 3.3 times EBITDA, and its stock has experienced a significant drop of nearly 50 percent over the past year.

In his presentation, Waters did not shy away from acknowledging the company’s weaknesses. He highlighted the need to strengthen the core of the company, particularly the sales for Victoria’s Secret and Pink in North America, which have not met expectations.

The challenges Victoria’s Secret faces are not isolated; they reflect a broader trend of declining sales in the lingerie market. Waters attributed this difficulty to changes in consumer behavior, where customers are increasingly opting for lower-cost items. Sales at the company’s stores fell by 15.6 percent to $1.6 billion in the first half of the year.

The brand’s recent history has been marked by a decline in cultural relevance. Once known for defining sexy, Victoria’s Secret lost touch with evolving societal norms, which culminated in a pandemic, an aborted sale, and finally, a corporate spinoff.

The New York Times investigation in 2020 revealed a disturbing culture of misogyny, with Ed Razek, then a prominent executive at L Brands, the parent company of Victoria’s Secret, at its center. Razek’s alleged inappropriate conduct included trying to kiss models, asking them to sit on his lap, and even engaging in inappropriate physical contact with a model during the 2018 Victoria’s Secret fashion show. Despite repeated complaints about Razek’s behavior, Leslie Wexner, the billionaire founder and now former chief executive of L Brands, was informed but did not take decisive action. Instead, some women who spoke out faced retaliation, with model Andi Muise alleging that she was no longer hired for Victoria’s Secret fashion shows after rejecting Razek’s advances.

The culture of misogyny was not confined to Razek alone. Employees revealed that it extended throughout the organization, with reports of demeaning comments and behavior even from Wexner himself. This behavior was shockingly tolerated and normalized, creating an environment where complaints were met with silence or, worse, punishment.

In a bid to regain its standing, Victoria’s Secret has undertaken various initiatives. It aims to generate a media buzz and become a topic of discussion worldwide, with a renewed focus on “empowering women.” The recent fashion show in New York, with its new message, has been deemed successful, generating 17 billion media impressions since September. However, fashion critics like NYTime’s Vanessa Friedman were skeptical. “It’s not enough, in the end, for a brand to simply say it stands for “women.” It has to offer up a coherent point of view on women and what it thinks women need. Especially if what it makes is underwear, that most intimate of garments,” she wrote. 

The company is trying to expand overseas and boost its Amazon business all while leveraging technology from the Adore Me acquisition and merging Pink and Victoria’s Secret stores in mall locations.

The brand is also looking to reinvigorate categories that were previously abandoned, such as swimwear and sports bras. For example, the company lost its market share in sports bras, going from 16 percent to 4 percent, presenting a significant opportunity for recovery.

However, this journey must also involve a critical examination of the company’s values, a commitment to addressing misogyny and harassment, and a redefining of its corporate culture to truly empower women—a challenge that is as critical as any financial comeback.

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Kendall Jenner engaged in a candid fireside chat with Moira Forbes, Forbes’ Executive Vice President, at the Forbes 30 Under 30 Summit held in Cleveland, Ohio today. The conversation delved into her journey from a successful model to a burgeoning mogul, thanks to her award-winning 818 Tequila brand.

At the age of 27, Jenner is currently navigating the realm of self-discovery, both personally and spiritually. Hailing from the Kardashian clan, one of the most prominent families in the media spotlight, Jenner is known for being the most private among them.

When asked if she ever feels misunderstood by the media, Jenner candidly responded, “Always. I genuinely treasure my privacy, and I find the most happiness in my most private moments.” However, she also acknowledged that “Privacy leaves more room for narratives to be created that are not true.”

One of the fastest ways for Jenner to feel emotionally weighed down is by spending too much time on her phone, scrolling through social media, and perusing the internet. She frequently encounters misinformation about herself that is far from the truth. Jenner explained, “I’m an authentic, straightforward person, and I’m self-aware with great character.” So when she sees unfounded rumors about her, it can be upsetting. Nevertheless, she has learned to cope with such situations by reminding herself that “what you see on the internet is not worth your attention.”

Jenner actively prioritizes her mental health and practices self-affirmation daily. She emphasizes the importance of grounding oneself, even in small ways, such as stepping outside and feeling the earth beneath your bare feet.

Offering advice to everyone, Jenner encourages individuals to find a hobby they love, something that can help them disconnect from their phones and work. For her, that passion is horse riding, which she describes as having “ignited so much joy” in her life.

Considering the media’s frequent misinterpretation of her, Jenner was asked how she’d like to be perceived by others. Her response was simple: “Just as a human being, constantly learning and trying to do my best. I always aim to leave a positive impact on everyone I encounter.”

Transitioning from a successful modeling career to entrepreneurship was a significant step for Jenner, who has been modeling for a decade. She stressed the importance of intentionality, recalling that at the age of 16, she made a deliberate decision to pursue modeling and dedicated herself to that path. Years later, she followed her family’s footsteps into entrepreneurship, always keeping the core values of her brand at the forefront.

One of the central tenets of the 818 brand is sustainability. Their distillery operates on biomass and solar power, reducing their reliance on fossil fuels and minimizing their carbon footprint. Additionally, 818 partners with “1% for the Planet” partner S.A.C.R.E.D. in Jalisco to transform agave byproducts into adobe bricks used in local communities.

Proudly, Jenner shared, “We have several ongoing projects, including a recently completed library that focuses on sustainable agriculture. We are genuinely proud of the progress we’ve made,” she said, earning applause from the audience.

A week ago, 818’s Instagram announced the inauguration of the library, built by S.A.C.R.E.D., a non-profit organization that enhances the lives of rural Mexican communities where heritage agave spirits are produced. The library is set to open with a collection of 1,300 books.

When asked about advice she’d offer to others, Jenner responded, “Trust your gut, surround yourself with people you believe in, and who you trust will always guide you in the right direction.”

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