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Welcome to the Tech Brew Ride home for Tuesday, February 10, 2026. I'm Brian McCullough today so have you hit the ads in ChatGPT yet? Because they're there Spotify comes out of nowhere with killer good earnings. The coming tidal wave of Chinese AI launches, the coming deluge of social media trials and does AI usage reduce the amount of work you do or actually compound it? Here's what you missed today in the world of tech. There he the ads have finally come to ChatGPT. Quoting Mashable, the ads appear outside of ChatGPT's responses and are clearly labeled as sponsored content. OpenAI says ads do not influence how the chatbot answers questions and that user conversations are not shared with advertisers. Instead, ads are selected based on broad conversation topics and how users interact with ads. With restrictions in place to prevent sponsored content from appearing alongside sensitive topics such as health, mental health or politics, Those who use ChatGPT's free service can opt out of the ads with a caveat. If you prefer not to see ads, you can upgrade to Our plus or Pro plans or opt out of ads in the free tier in exchange for fewer daily free messages. According to the company, users who do consent to ads will also have the option to opt out of ad personalization, limiting how sponsored content is selected. There are also Options to stop ChatGPT from utilizing past AI chats to tailor ads, as well as deleting all ads history and data the company has compiled on a user at the time of publication. Mashable attempted to surface ads during regular use of ChatGPT, but were unable to trigger any sponsored content, which aligns with OpenAI's description of the rollout as a limited test rather than a full launch. The rollout follows months of user confusion and frustration after widely circulated screenshots appeared to show promotional content embedded in ChatGPT responses. OpenAI previously dismissed those incidents as poorly timed suggestions, but the distinction did little to calm concerns. Man Spotify had some good earnings this morning, revenue up 13%, premium users up 10%, monthly active users up 11% and 701 million euro in operating income, which was above expectations. Quoting Bloomberg, shares of Spotify Technology jumped the most in nearly eight years after the Swedish music streaming giant added a record number of users last quarter, far surpassing analysts expectations. The world's biggest streaming service added 38 million new listeners from October through December to reach 751 million, according to a statement Tuesday. Paid premium subscriptions increased 10% to 290 million. Spotify said it expects to reach 759 million monthly active users in the current quarter, the shares rose as much as 19%, their biggest intraday gain since April 2018, after increasing 29% last year. The stock gave up most of those gains heading into the quarterly report as analysts focused on concerns about the impact of artifact artificial intelligence and Spotify's ability to continue to raise prices. The solid beat in results is an early win for Gustav Sanderstrom and Alex Nordstrom, who took the helm at the company as co chief executive officers at the beginning of the year from longtime leader and co founder Daniel Ek. Over the past two decades, Spotify has expanded from music streaming to incorporate podcasts, audiobooks, video and now physical books as it seeks to become a broad based entertainment hub. What we've really built is a technology platform for audio and increasingly for all the ways creators connect with audiences, ek, who is executive chairman, said on the company's call with investors. This identity will matter even more going forward, he added, as new technology reshapes how people discover and experience audio and media. In recent months, the company has introduced features that aim to give users more control over the platform, including editorial tools for people who want to curate their listening experience. One new tool, called Prompted Playlists, uses artificial intelligence to turn text prompts describing the type of music an individual wants to hear into a playlist, pulling from online context and the person's historical preferences. Spotify also introduced music videos to the service in the US and last week was among the few platforms to premiere the latest one from Taylor Swift. The company paid more than $11 billion to music rights holders in 2025, an increase of more than 10% from 2024, end quote. I think we need to batten down the hatches because we're about to get a ton of new Chinese AI models. As I've told you recently, Chinese AI companies like Alibaba and Tencent are releasing new models and spending million envelope freebies to woo users ahead of the lunar New Year. Quoting Bloomberg if you ask executives at AI firms around the world what they would do with $720 million in cash, you might expect to hear about big orders of Nvidia's GPUs to boost computing power or recruiting top talent in pursuit of the next breakthrough. But in China, the AI heavyweights are giving away the money to users, whether or not they have a good idea what to do with a chatgpt like bot on their phones. This marks the latest episode in China's AI race, where household names such as Alibaba, Tencent, Bytedance and Baidu are gearing up for the Lunar New Year Festival with a costly so called red packet campaign of vouchers and subsidies to entice use of their nascent tools. Alibaba is the most generous spender so far. The developer of Kwen models and apps said it will spend 3 billion yuan, or $433 million over the holiday period to subsidize a wide scope of activities like online shopping, food delivery and ticket bookings via the AI bot. Many milk tea shops were overwhelmed by a flood of orders placed by Quen, according to domestic media reports. The AI and Cloud arm of Beijing based ByteDance is sponsoring the state broadcaster's popular New Year Gala program, giving out gifts including robots and smartwatches, as well as red packets worth up to 8,888 yuan. Tencent, owner of Yanbao, the AI app, opted for a more direct approach, offering users digital red packets worth up to 10,000 yuan. The generous giveaways reflect Chinese AI players anxiety to attract users to try their offerings, which have become far more powerful than they were a year ago. These platforms are increasingly positioning themselves as one stop services, handling everything from movie recommendations and seat selection to payment. This year could mark a pivotal moment when Chinese consumers learn from first hand experience just how powerful and useful chatbots can be in their everyday lives. It is only the first battle in the AI industry this year, said Nomura analyst Xi Jialong. Still, monetization models for Chinese AI companies remain murky, a challenge mirrored in the us. It will take time for clearer trends to emerge. In addition, subsidizing new apps and services entails more than just marketing costs. It also means mounting query processing expenses at a time when the free services provided by industry heavyweights lack a clear path to profitability. In the race to dominate China's AI sphere, the tech giants risk winning a war of attrition that leaves their bottom lines as depleted as users attention spans. Either way, heavy subsidies and price wars the norm in China's consumer facing sectors where fierce competition often forces companies to buy growth. Typically the cycle starts with an expansionary period of relative calm where leading players establish their positions before reaching the point of having too few new users available to convert ride hailing platform Didi narrowly emerged victorious from a years long subsidy battle with rivals including Uber and Kwaidai more than a decade ago. Later, handset brands Oppo and Vivo stunned Apple and Xiaomi by pouring subsidies into rural retail networks after smartphones had already become ubiquitous. Most recently, food delivery became a subsidy battleground again after years of development with AI, we've skipped right past all that. Still, every major player has its own reason to enter the fray. The battle isn't simply about user numbers, but about securing long term loyalty to a broader ecosystem of services offered by each parent company. Alibaba is weaving Quen into a wide spectrum of its core businesses around online shopping. The milk tea frenzy was meant to showcase Quen's power to take care of any needs a shopper could have when picking items, placing orders and completing payments. Tencent, owner of China's number one social networking app WeChat, is building Yuanbao into an extension of that strength, effectively the backbone for the next generation of what WeChat could become. Much like Baidu, which is playing defense as China's Internet search leader with a 500 million yuan red packet campaign of its own, Tencent is aiming to ensure its ecosystem doesn't get upended by AI. ByteDance, on the other hand, is leaning into the new technology as a means to grow its network of services built around short videos and live streaming. Picture this. You've been chosen to lead AI onboarding for your team that includes everyone from seasoned technical pros to AI newcomers. No pressure, right? That's where Aria comes in. Aria's no Code, Low Code and Pro Code platform makes it easy for your organization to embrace AI, regardless of technical experience. With ARIA's unified security layer and advanced threat detection and robust compliance measures, your AI ecosystem can stay safe while your team innovates. Worried about staying on budget, ARIA's cost optimization tools can help you manage and forecast your AI spend, so there are no surprises. 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