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Welcome to the Tech Brew Ride home for Friday, September 19th, 2025. I'm Brian McCullough. Today Nvidia is investing in self driving AI tech. Google has given up the ghost and is making Chrome a full AI tool. Would you tolerate advertisements on the screen of your smart refrigerator door? And why Apple executives are growing worried about OpenAI's hardware plans here's what you missed today in the world of tech. The FT says that Nvidia is in advanced discussions to invest $500 million in UK self driving car startup Wave as part of a 2 billion pound pledge for UK startups generally. Quote Jensen Huang, Nvidia's chief executive, announced the prospective deal as he stood alongside British Prime Minister Sir Keir Starmer at an event in London on Thursday following President Donald Trump's state visit. He also promised several more investments in UK based companies, including financial technology group Revolut, telling the audience of tech entrepreneurs and investors that the first trillion dollar company in the UK will be an AI company. That's for sure, starmer said. Today we put tech out there as a special feature of the special relationship. Thank you so much Jensen for your confidence in what we are doing and your investment. During Trump's state visit, the prime minister signed a new tech agreement with the US and secured pledges of tens of billions of dollars of investment from American big tech groups including Microsoft and Goog Google. London based Wave, which was founded in 2017, has emerged as one of the UK's most prominent artificial intelligence startups after raising a $1 billion round led by Japanese conglomerate SoftBank last year. The proposed Nvidia investment will form part of a new funding round, Wave said without providing further details of the deal. The two companies have signed a letter of intent to evaluate a $500 million strategic investment, Wave said in a statement at the event. Wang listed eight UK startups, including Revolut, AI video company Synthesia and autonomous transport group oxa, telling each one in turn, I'm going to invest in your next round. Nvidia has already backed several of the companies listed by Huang, including Wave, which first took an equity investment from the chipmaker last year. Wave chief executive Alex Kendall said it has used Nvidia systems since 2018. Kendall said he has seen a complete U turn in investor appetite in the last year. The interest is like nothing I've experienced before, he said, but added the automotive industry requires patience, end quote. Google is cramming new AI features into Chrome, including a Gemini button and AI mode for US desktop users, and plans new agentic features coming in the next few months. Quoting Wired the Gemini in Chrome mode for the web browser uses generative AI to answer questions about content on a page and synthesize information across multiple open tabs. Gemini in Chrome first rolled out to Google's paying subscribers in May. The AI focused features are now available to all desktop users in the US Browsing in English, they'll show up in a browser update on mobile devices. Android users can already use aspects of Gemini within the Chrome app, and Google is expected to launch an update for iOS users of Chrome in the near future. When I wrote about web browsers starting to add more generative AI tools back in 2023, it was primarily something that served as an alternative to the norm. The software was built by misfits and changemakers who were experimenting with new tools or hunting for a breakout feature to grow their small user bases. All of this activity was dwarfed by the commanding number of users who preferred Chrome. Two years later, while Google's browser remains the market leader, the Internet overall is completely seeped in AI tools, many of them also made by Google. Still, today marks the moment when the concept of an AI AI browser truly went mainstream. With the weaving of Gemini so closely into the Chrome browser, the Gemini strategy at Google has already been to leverage as many of its in house integrations as possible from Gmail to Google Docs, so the decision to AI ify the Chrome browser for a wider set of users does not come as a shock. Even so, the larger rollout will likely be met with ire by some users who are either exhausted by the onslaught of AI focused features in 2025 or want to abstain from using generative AI, whether for environmental reasons or because want their activity to be used to train an algorithm. Users who don't want to see the Gemini option will be able to click on the Gemini Sparkle icon and unpin it from the top right corner of the Chrome browser before the end of September. Google also plans to incorporate its Chatbot style search feature AI mode into Chrome's address bar, which Google calls the Omnibox. This means users will have an AI mode button and keyboard shortcut that uses Gemini and suggests prompts based on what's shown on the webpage. This feature is optional and won't replace a user's ability to just run a regular Google search by typing a query into the address bar. Though Generative AI's looming presence does feel inescapable, you'll probably bump into an AI overview at the top of those results anyway. While they're not rolling out yet. Chrome users can also expect to see agentic features come to the browser in the next few months. This basically means that a user could ask Gemini to complete a web based task like adding items to an instacart order. Then the generative AI tool will run in the background, attempt to choose groceries by clicking around, and then show you the results before you make the final purchasing decision. Aspects of this are similar to what Google has previously demoed with its Project Mariner experiment. When I tried out a comparable agent feature released by OpenAI earlier this year, previously called Operator, the results were messy and fairly slow. The agentic experience felt akin to letting a sloppy ghost loose to haunt my browser. Based on my past test of similar features, I'm skeptical these agent features for Chrome will feel like more than a parlor trick at release. Hey, can I interest you in some ads on your refrigerator? Well, buckle up Hucklebutts, because quoting Ars Technica, Days after someone revealed the news on social media, Samsung confirmed today that it is showing advertisements on some US Customers Smart fridges Samsung said the ads showing on some Family Hub series fridges are part of a pilot program, but we've suspect that they may become more permanent additions to Samsung fridges and or other types of screen equipped smart home appliances soon. In a statement set to Ars Technica, Samsung confirmed that it is conducting a pilot program to offer promotions and curated advertisements on certain Samsung Family Hub refrigerator models in the US market. Samsung currently lists nine Family Hub refrigerators in the US which have MSRPs ranging from $1,800 to $3,500. Family Hub fridges have 21.5 inch or 32 inch screens, which until now users have had autonomy over for displaying helpful or fun things like photos and videos, memos, weather times and a web browser. Some of those abilities require a WI FI connection or a Samsung account. Now Samsung is commandeering some of the screens already set up in homes to display ads. As Samsung's rep explained. As part of this pilot program, Family Hub refrigerators in the US Will receive an over the network software update with Terms of Service privacy notice changes. Advertising will appear on certain Family Hub refrigerator cover screens. The COVID screen appears when a Family Hub screen is idle. Ad design format may change depending on Family Hub personalization. Options for the COVID screen and advertising will not appear when Cover Screen displays art mode or picture albums. If a user doesn't like a particular ad, they can remove it so they won't see the ad again during the campaign period, Samsung's rep noted. End quote, Samsung isn't answering basic questions about this pilot, like how it'll handle angry owners or even which specific models will be getting the ads, adding to confusion around a program first surfaced by a Reddit post flagged by Sammobile. The photo shows a notice on a Samsung refrigerator that read, to enhance our service and offer additional content to users, advertisements will be displayed on the COVID screen for the weather, color and daily board themes. That's awkward timing, because in April, Samsung executive Jung Sung Moon told the Verge the company had no plans to put ads on AI home screens. Samsung could argue the pilot targets the larger cover screen, not the smaller 7.9-inch AI home screen introduced in late 2024. But the nuance won't matter to customers Surprised to find ads on a kitchen appliance? Users can avoid the ads by switching the display to photos or art, or by taking the fridge offline. But both workarounds reduce features like recipes, meal planning and shopping lists. Some owners may never notice because smart appliances often stay disconnected. Even LG under half of its smart devices were online in 2023. Still, the push reflects a broader trend. With pricey appliances replaced infrequently, manufacturers are chasing recurring revenue through data and advertising. Expect more ad experiments across the smart home board. Although, I don't know, call me old fashioned, but if you buy an $1,800 smart fridge, maybe this is what.
