Consumer Technology Association SmartBrief
World introduces iris scan for secure ID verification
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May 2, 2025
Consumer Technology Association SmartBrief
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Today's Digital Pulse
Toyota, Waymo in talks on personal AV tech
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Toyota and Google's Waymo are in talks to develop an autonomous vehicle platform, potentially extending self-driving technology to personally owned vehicles. Waymo, which has logged millions of miles with autonomous taxis in the US, also partners with Hyundai and Zeekr.
Full Story: InsideEVs (4/29),  The Associated Press (4/30) 
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Join experts from Cognizant and Microsoft on May 28th at 1pm ET as they discuss how AI can help unlock business growth opportunities. Hear real-world examples and insights into the transformative power of AI and its potential to drive innovation, increase efficiency, and deliver a competitive advantage. Register now.
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Smart Home
CTV, smart TV market will rise 9.6% in next 5 years
A 9.6% compound annual growth rate will push the connected and smart TV markets to 4.2 billion units within the next five years,  Rethink TV predicts.  Operating systems for these devices have become pivotal components of ad placement, recommendation engines and first-party data collection.
Full Story: TV Tech (5/1) 
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Discover Lidl's success with Bria's AI platform, creating 1.7M+ unique visuals in 3 weeks. Learn how Bria's strategy powers AI-driven apps for safe, brand-consistent visuals at scale, removing copyright concerns. Get the tools developers need for impactful solutions for global retailers and CPGs. Download the ebook today.
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Vehicle Tech
GM patents tech for cars to report potholes, hazards
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General Motors has patented a system that enables vehicles to detect road hazards such as potholes and flooding and then report them to authorities. The system uses sensors, cameras and GPS to gather data and create detailed reports, which are submitted to relevant agencies.
Full Story: Auto Evolution (4/27) 
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CPG Success with AI Personalization
Explore how CPG brands can innovate their strategy, improving audience engagement, content delivery, and multi-channel impact. Download white paper.
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Tech News
Samsung has confirmed plans to release its Project Moohan extended reality headset later this year. The headset, developed in partnership with Google, is expected to feature high-end specifications, including advanced pixel density, which could lead to a wide range of prices.
Full Story: Forbes (tiered subscription model) (5/2) 
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Retail Trends
World introduces iris scan for secure ID verification
(Guvendemir/Getty Images)
World, co-founded by Sam Altman, has officially launched its eye-scanning identity verification system in the US with six retail locations, and it has announced strategic partnerships with Visa and Match Group to expand its ID system's reach. World's biometric verification system uses an Orb device that scans users' irises to generate a unique "IrisCode," and the collaborations are an effort to enhance the utility and acceptance of World ID across different sectors.
Full Story: CNBC (4/30) 
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Association News
Join us Monday, May 12 at 12 p.m. ET for a CTA Virtual Roundtable to explore how standardizing health technologies can improve outcomes in women's health. Attendees will have the opportunity to hear diverse perspectives, ask questions and contribute to a dialogue focused on addressing the unique health challenges women face and how innovation and collaboration can help meet those needs. Register today -- for CTA members only.
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