• Companies such as Peloton, Intel, Meta, Microsoft, BlackRock, and UPS have trimmed staff this year.
• In some cases, artificial intelligence is reshaping workforces.
• See the list of companies letting workers go in 2025.

The list of companies laying off employees this year is growing.

Layoffs and other workforce reductions have continued in 2025, following two years of significant job cuts in tech, media, finance, manufacturing, retail, and energy.

While the reasons for slimming staff vary, the cost-cutting measures are coming amid technological change. A World Economic Forum survey found that some 41% of companies worldwide expect to reduce their workforces over the next five years because of the rise of artificial intelligence.

Companies such as Oracle, CNN, Dropbox, and Block have previously announced job cuts related to AI. Though Amazon has not announced job cuts this year, CEO Andy Jassy told employees in June that the company will need "fewer people doing some of the jobs that are being done today" in the coming years as it expands its use of generative AI and agents.

Meanwhile, tech jobs in big data, fintech, and AI are expected to double by 2030, according to the WEF.

Here are the companies with job cuts planned or already underway in 2025 so far, in alphabetical order.

Adidas plans to cut up to 500 jobs in Germany.

Adidas said in January that it would reduce the size of its workforce at its headquarters in Herzogenaurach, Germany, affecting up to 500 jobs, CNBC reported.

If fully executed, it amounts to a reduction of nearly 9% at the company headquarters, which employs about 5,800 employees, according to the Adidas website.

The news came shortly after the company announced it had outperformed its profit expectations at the end of 2024, touting "better-than-expected" results in the fourth quarter.

An Adidas spokesperson said the company had grown "too complex because of our current operating model."

"To set adidas up for long-term success, we are now starting to look at how we align our operating model with the reality of how we work. This may have an impact on the organizational structure and number of roles based at our HQ in Herzogenaurach."

The company said it is not a cost-cutting measure and could not confirm concrete numbers.

Ally is cutting less than 5% of workers.

The digital-financial-services company Ally is laying off roughly 500 of its 11,000 employees, a spokesperson confirmed to BI.

"As we continue to right-size our company, we made the difficult decision to selectively reduce our workforce in some areas, while continuing to hire in our other areas of our business," the spokesperson said.

The spokesperson also said the company was offering severance, outplacement support, and the opportunity to apply for openings at Ally.

Ally made a similar level of cuts in October 2023, the Charlotte Observer reported.

Automattic, Tumblr's parent, cuts 16% of staff

Automattic, the parent company of Tumblr and WordPress, said in April it is cutting 16% of its staff globally. The company's website said it has nearly 1,500 employees.

Automattic's CEO, Matt Mullenweg, said in a note to employees posted online that the company has reached an "important crossroads."

"While our revenue continues to grow, Automattic operates in a highly competitive market, and technology is evolving at unprecedented levels," the note read.

The company is restructuring to improve its "productivity, profitability, and capacity to invest," it added.

The company said it was offering severance and job placement resources to affected employees.

BlackRock is cutting 1% of its workforce.

BlackRock told employees it was planning to cut about 200 people of its 21,000-strong workforce, Bloomberg reported in January.

The reductions were more than offset by some 3,750 workers who were added last year and another 2,000 expected to be added in 2025.

BlackRock's president, Rob Kapito, and its chief operating officer, Rob Goldstein, said the cuts would help realign the firm's resources with its strategy, Bloomberg reported.

Block to lay off nearly 1,000 workers

Jack Dorsey's fintech company, Block, is laying off nearly 1,000 employees, according to TechCrunch and The Guardian, in its second major workforce reduction in just over a year.

The company, which operates Square, Afterpay, CashApp, and Tidal, is transitioning nearly 200 managers into non-management roles and closing almost 800 open positions, according to an email obtained by TechCrunch.

Dorsey, who co-founded Block in 2009 after previously leading Twitter, announced the layoffs in March in an internal email titled "smaller block."

The restructuring is part of a broader effort to streamline operations, though Block maintains the changes are not driven by financial targets or AI replacements.

Bloomberg is making cuts in an overhaul of its newsroom

Bloomberg is cutting some editorial staff as the company reorganizes its newsroom, according to a memo viewed by BI. The larger strategy aims to have a larger headcount by the end of this year, however.

The newsroom currently employs around 2,700 people, and the changes will merge some smaller teams into larger units, the memo said.

Blue Origin is laying off one-tenth of its workforce

Jeff Bezos's rocket company, Blue Origin, is laying off about 10% of its workforce, a move that could affect more than 1,000 employees.

In a memo sent to staff in February and obtained by Business Insider, David Limp, the CEO of Blue Origin, said the company's priority going forward was "to scale our manufacturing output and launch cadence with speed, decisiveness and efficiency for our customers."

Limp specifically identified roles in engineering, research and development, and management as targets.

"We grew and hired incredibly fast in the last few years, and with that growth came more bureaucracy and less focus than we needed," Limp wrote. "It also became clear that the makeup of our organization must change to ensure our roles are best aligned with executing these priorities."

The news comes after January's debut launch of the company's partially reusable rocket — New Glenn.

Boeing cut 400 roles from its moon rocket program

Boeing announced on February 8 that it plans to cut 400 roles from its moon rocket program amid delays and rising costs related to NASA's Artemis moon exploration missions.

Artemis 2, a crewed flight to orbit the moon on Boeing's space launch system, has been rescheduled from late 2024 to September 2025. Artemis 3, intended to be the first astronaut moon landing in the program, was delayed from late 2025 and is now planned for September 2026.

"To align with revisions to the Artemis program and cost expectations, we informed our Space Launch Systems team of the potential for approximately 400 fewer positions by April 2025," a Boeing spokesperson told Business Insider. "We are working with our customer and seeking opportunities to redeploy employees across our company to minimize job losses and retain our talented teammates."

The company will issue 60-day notices of involuntary layoff to impacted employees "in coming weeks," the spokesperson said.

Boeing cut 10% of its workforce last year.

BP slashed 7,700 staff and contractor positions worldwide

BP told Business Insider in January that it planned to cut 4,700 staff and 3,000 contractors, amounting to about 5% of its global workforce.

The cuts were part of a program to "simplify and focus" BP that began last year.

"We are strengthening our competitiveness and building in resilience as we lower our costs, drive performance improvement and play to our distinctive capabilities," the company said.

Bridgewater cut about 90 staff

Bridgewater Associates cut 7% of its staff in January in an effort to stay lean, a person familiar with the matter told Business Insider.

The layoffs at the world's largest hedge fund bring its head count back to where it was in 2023, the person said.

The company's founder, Ray Dalio, said in a 2019 interview that about 30% of new employees were leaving the firm within 18 months.

Bumble said it intends to cut 30% of its workforce.

In a June 23 securities filing, Bumble said it plans to slash 240 roles, about 30% of its workforce. The dating app company said the cuts will result in charges between $13 million and $18 million in its third and fourth quarters.

"We recently made some difficult decisions to adjust our team structure in order to align with our strategic priorities," a Bumble spokesperson said.

They told BI that the decision to lay off over 200 employees wasn't "made lightly."

Burberry says it plans on cutting 1,700 jobs

Burberry announced 1,700 job cuts in May, or about 18% of its global workforce, as part of plans to cut costs by about £100 million ($130 million) by 2027.

It plans to end night shifts at its Yorkshire raincoat factory due to production over-capacity.

The British company sunk to an operating loss of £3 million for the year to the end of March, compared with a £418 million profit for the previous 12 months.

Chevron is slashing up to 20% of its global head count

Oil giant Chevron plans to cull 15% to 20% of its global workforce by the end of 2026, the company said in a statement to Business Insider in February.

Chevron employed 45,600 people as of December 2023, which means the layoff could cut 9,000 jobs.

The move aims to reduce costs and simplify the company's business as it completes its acquisition of oil producer Hess, which is held up in legal limbo. It is expected to save the company $2 billion to $3 billion by the end of 2026, the company said.

"Chevron is taking action to simplify our organizational structure, execute faster and more effectively, and position the company for stronger long-term competitiveness," a Chevron spokesperson said in a statement.

The cuts follow a series of layoffs at other oil and gas companies, including BP and natural gas producer EQT.

CNN plans to cut 200 jobs

Cable news giant CNN cut about 200 television-focused roles as part of a digital pivot. The cuts amounted to about 6% of the company's workforce.

In a memo sent to staff on January 23, CNN's CEO Mark Thompson said he aimed to "shift CNN's gravity towards the platforms and products where the audience themselves are shifting and, by doing that, to secure CNN's future as one of the world's greatest news organizations."

Coty is cutting about 700 jobs

Coty, which sells cosmetics and fragrances under brands such as Kylie Cosmetics, Calvin Klein, and Burberry, is cutting about 700 jobs.

The company said on April 24 it aimed to cut costs by $130 million a year. Sue Nabi, the CEO, said it aimed to build a "stronger, more resilient Coty that is well-positioned for sustainable growth."

CrowdStrike is cutting about 500 jobs

CrowdStrike, the Texas-headquartered cybersecurity firm, is cutting about 500 jobs, or 5% of its global workforce, as part of a strategic plan to "yield greater efficiencies."

It expects the layoffs to cost between $36 million and $53 million.

CrowdStrike is aiming to generate $10 billion in annual recurring revenue.

The company reported worse-than-expected annual results in March, signaling that it was yet to fully recover from a widespread tech outage linked to CrowdStrike in July 2024.

Disney says it's laying off several hundred employees

Disney confirmed to BI on June 2 that it was laying off several hundred employees globally.

Most of the cuts were to roles in marketing for films and TV under the Disney Entertainment division. Other roles affected included employees in publicity, casting, and development, as well as corporate finance.

In March, the company also cut around 200 people from its ABC News Group and Disney Entertainment Networks. In 2024, the company also had several rounds of layoffs.

Shortly after Bob Iger returned to the company as CEO in 2022, he said 7,000 jobs at Disney would be cut as part of a reorganization.

Estée Lauder will cut as many as 7,000 jobs

Cosmetics giant Estée Lauder said in its second-quarter earnings release on February 4 that it will cut between 5,800 and 7,000 jobs as the company restructures over the next two years.

The cuts will focus on "rightsizing" certain teams, and it will look to outsource certain services. The company says it expects annual gross benefits of between $0.8 billion and $1.0 billion before tax.

Geico has axed tens of thousands of workers

Berkshire Hathaway Vice Chair of Insurance Operations Ajit Jain says Geico has reduced its workforce from about 50,000 to about 20,000. Jain revealed the reductions during Berkshire Hathaway's annual meeting on May 3 but did not detail over what time frame they took place. Berkshire Hathaway is one of Geico's parent companies.

Warren Buffett's company reported its 2025 first-quarter earnings on during the May 3 meeting, saying Geico earned nearly $2.2 billion in pre-tax underwriting.

GrubHub announced 500 job cuts

Grubhub CEO Howard Migdal announced 500 job cuts on February 28 after selling the company to Wonder Group for $650 million.

With more than 2,200 full time employees, the number of cuts will affect more than 20% of Grubhub's previous workforce.

According to Reuters, Just Eat Takeaway, an Amsterdam-listed company, sold Grubhub at a steep loss compared to the billions it paid a few years prior after grappling with slowing growth and high taxes.

HPE is laying off 2,500 employees

Hewlett Packard Enterprise is cutting 2,500 jobs, or 5% of its employee base, CEO Antonio Neri said on an earnings call on March 6. The cuts are expected take to take place over the next 12 to 18 months.

"Doing so will better align our cost structure to our business mix and long-term strategy," Neri said. The company expects to save $350 million by 2027 because of the reduction.

HPE plummeted about 20% after hours on March 6 after it said business would be affected by recent tariffs, slow server and cloud sales, and "execution issues."

Intel to cut at least 15% of its factory workers

Chipmaker Intel is laying off more than 5,000 employees across four US states, according to a July 16 government filing.

Most of the cuts are happening in California and Oregon, while others are in Texas and Arizona, per updated Worker Adjustment and Retraining Notification, or WARN, filings.

Intel began laying off employees in July as part of planned job cuts, the company said in a regulatory filing.

The company told staff on June 14 to expect 15% to 20% of employees in its Foundry division to be laid off this summer, according to a memo reported by The Oregonian. Intel confirmed the authenticity of the memo to BI but declined to comment on its contents.

As of December 2024, Intel employed about 108,900 people. In its annual report, the company told investors that it would reduce its "core Intel workforce" by about 15% in early 2025.

"Removing organizational complexity and empowering our engineers will enable us to better serve the needs of our customers and strengthen our execution," an Intel spokesperson told BI.

Johns Hopkins University

Johns Hopkins University will cut over 2,000 jobs after losing $800 million in funding from USAID.

"This is a difficult day for our entire community," a spokesperson told BI. "The termination of more than $800 million in USAID funding is now forcing us to wind down critical work here in Baltimore and internationally."

The news comes after the Trump administration slashed USAID personnel down from over 10,000 to around 300. Secretary of State Marco Rubio recently confirmed that 83% of the agency's programs are now dead.

"We can confirm that the elimination of foreign aid funding has led to the loss of 1,975 positions in 44 countries internationally and 247 in the United States in the affected programs," the Johns Hopkins spokesperson said. "An additional 29 international and 78 domestic employees will be furloughed with a reduced schedule."

The layoffs at Johns Hopkins represent the "largest" in the university's history, CNN reported. They'll primarily affect the schools of medicine and public health, along with the Center for Communication Programs and Jhpiego, a nonprofit with a focus on preventing diseases and bolstering women's health, according to the report.

Kohl's is reducing about 10% of its roles

Department store Kohl's announced on January 28 that it reduced about 10% of its corporate roles to "increase efficiencies" and "improve profitability for the long-term health and benefit of the business," a spokesperson told BI.

"Kohl's reduced approximately 10 percent of the roles that report into its corporate offices," the spokesperson said. "More than half of the total reduction will come from closing open positions while the remainder of the positions were currently held by our associates."

Less than 200 existing employees of the company would be impacted, she added.

This follows the company's announcement on January 9 that it would shutter 27 underperforming stores across 15 states by April.

The retailer has been struggling with declining sales, reporting an 8.8% decline in net sales in the third quarter of 2024.

Its previous CEO, Tom Kingsbury, stepped down on January 15. The company's board appointed Ashley Buchanan, a retail veteran who had held top jobs in The Michaels Companies, Macy's, and Walmart, as the new CEO.

Meta is cutting 5% of its workforce

Meta CEO Mark Zuckerberg told staff he "decided to raise the bar on performance management" and will act quickly to "move out low-performers," according to an internal memo seen by BI in January.

Those cuts started in February, according to records obtained by BI. Teams overseeing Facebook, the Horizon virtual reality platform, as well as logistics were among the hardest hit.

In April, Meta also laid off an undisclosed number of employees on the Reality Labs virtual reality division.

Previously, the company had laid off more than 21,000 workers since 2022.

Microchip Technology is slashing 2,000 jobs

Microchip Technology is cutting its head count across the company by around 2,000 employees, the semiconductor company said on March 3.

The company estimated that it would incur between $30 million and $40 million in costs, including severance, severance benefits, and other restructuring costs.

The cuts would be communicated to employees in the March quarter and fully implemented by the end of the June quarter.

Last year, Microchip announced it was closing its Tempe, Arizona, facility because of slower-than-anticipated orders. The closure begins in May 2025 and is expected to affect 500 jobs.

Microchip's stock had fallen over 33% in the past year.

Microsoft has made several rounds of cuts this year

Microsoft cut an unspecified number of jobs in January based on employees' performance.

Workers were told that they wouldn't receive severance and that their benefits, such as medical insurance, would stop immediately, BI reported.

The company also laid off some employees in January at divisions including gaming and sales. A Microsoft spokesperson declined to say how many jobs were cut on the affected teams.

In May, the company announced layoffs affecting about 6,000 workers.

Another round of layoffs in July will affect less than 4% of its total workforce, or roughly 9,000 employees, based on its head count of around 220,000.

Morgan Stanley plans cuts for the end of March

Morgan Stanley is set to initiate a round of layoffs beginning at the end of March. The firm is eyeing cuts to about 2% to 3% of its global workforce, which would equate to between 1,600 to 2,400 jobs, according to a person familiar with the matter who confirmed the reductions to BI.

The firm's cuts are driven by several imperatives, the person said, pointing to considerations like operational efficiency, evolving business priorities, and individual employees' performance. The person said the cuts are not related to broader market conditions, such as the recent slowdown in mergers and acquisitions that's arrested momentum on Wall Street.

Some MS staffers will be excluded from the cuts, however — namely, the bank's battalion of financial advisors — though some who assist them, such as administrative personnel in its wealth-management unit, could be affected by the layoffs, the person added.

Nextdoor is slashing 12% of its staff

Neighborhood social networking company Nextdoor is cutting 12% of its staff, or 67 jobs, it said on August 7 in its second-quarter earnings report. The move is part of CEO Nirav Tolia's plan to achieve profitability and reorganize the struggling company.

The layoffs are expected to reduce operating expenses by about $30 million, it said in the earnings report.

The company reported a net loss of $15 million, compared to $43 million year-over-year.

Nissan says it will cut 20,000 jobs by 2027

Japanese car giant Nissan is cutting 20,000 jobs by 2027 and reducing the number of factories it operates from 17 to 10 as it struggles with a dire financial situation.

The job losses include the 9,000 layoffs announced late last year, and come as the automaker faces headwinds from US tariffs on imported vehicles and collapsing sales in China.

Nissan reported a net loss of 671 billion yen ($4.5 billion) for the 2024 financial year, and said it would not issue an operating profit forecast for 2025 because of tariff uncertainty.

Oracle is reportedly cutting jobs from its cloud division.

Oracle is cutting jobs in its cloud unit, Bloomberg reported. The cuts come as the company works to curb costs amid spending on AI infrastructure.

Sources familiar with the cuts told Bloomberg that some of the cuts were related to performance issues.

Oracle did not immediately respond to a request for comment from Business Insider.

Panasonic is cutting 10,000 jobs

Panasonic, the Japanese-headquartered multinational electronics manufacturer, plans to cut 10,000 jobs this financial year, which ends in March 2026. The cuts will affect 5,000 roles in Japan and 5,000 overseas.

In a statement on May 9, the company said it planned to "thoroughly review operational efficiency … mainly in sales and indirect departments, and reevaluate the numbers of organisations and personnel actually needed."

"Through these measures, the company will optimize our personnel on a global scale," the statement added.

Paramount is cutting 3.5% of its US workforce

Paramount told employees it would be laying off 3.5% of US-based staff based in the US, per a memo reported by CNBC on June 10, citing industry-wide declines and a challenging macroeconomic environment.

The move comes after the media company cut 15% of jobs last year to cut costs. Paramount had 18,600 employees at the end of 2024.

It is awaiting regulatory approval of its merger with Skydance Media.

Peloton is looking for $100 million in run-rate savings by next year

Peloton said in its August earnings report that it would cut its global headcount as part of an effort to find $100 million in run-rate cost savings by the end of the next fiscal year.

"As of today, we will have actioned about roughly half of the run rate savings through the reductions in our workforce and we expect to achieve the remainder throughout the balance of the year," CFO Elizabeth Coddington told investors on the earnings call.

The company employed about 2,900 people last year, and approximately 6% of the workforce will be affected by the reductions, Reuters reported.

Porsche is cutting 3,900 jobs over the next few years

Porsche said on March 12 that it plans to cut 3,900 jobs in the coming years.

About 2,000 of the reductions will come with the expiration of fixed-term contractor positions, the German automaker said. The company will make the other 1,900 reductions by 2029 through natural attrition and limiting hiring, it said.

Porsche said it also plans to discuss more potential changes with labor leaders in the second half of the year. "This will also make Porsche even more efficient in the medium and long term," the company said.

PwC is laying off approximately 2% of its US workforce

The Big Four accounting firm said it's cutting roughly 1,500 jobs in the US because its low attrition rates mean not enough people are leaving by choice.

PwC's layoffs began on May 5 and mostly affect the firm's audit and tax lines, a person familiar with the matter told Business Insider.

"This was a difficult decision, and we made it with care, thoughtfulness, and a deep awareness of its impact on our people, appreciating that historically low levels of attrition over consecutive years have made it necessary to take this step," a PwC spokesperson said.

Salesforce is cutting more than 1,000 jobs

Bloomberg reported in February that Salesforce, a cloud-based customer management software company, will slash more than 1,000 jobs from its nearly 73,000-strong workforce.

Affected employees will be eligible to apply to open internal roles, the outlet reported. The company is hiring salespeople focused on the company's new AI-powered products.

The cuts come despite Salesforce reporting a strong financial performance during its third-quarter earnings in December.

Salesforce did not respond to a request for comment.

Scale AI is cutting 14% of its workforce

On July 16, Scale AI laid off about 200 full-time employees and 500 contractors, according to the company.

The 200 full-time cuts make up 14% of the data labeling startup's 1,400-person workforce.

The company is restructuring its generative AI group, according to an email from Scale's interim CEO, Jason Droege, obtained by Business Insider.

The cuts follow Meta's $14 billion investment in Scale AI in June as part of a blockbuster deal. The deal included the hiring of Scale's ex-CEO, Alexandr Wang, and the purchase of equity in almost half of the startup.

Sonos cuts about 200 jobs

Sonos, a California-based audio equipment company, said in a February 5 release that it's cutting about 200 roles.

The announcement came nearly a month after Sonos CEO Patrick Spence stepped down following a disastrous app rollout. Interim CEO Tom Conrad said in the statement that the layoffs were part of an effort to create a "simpler organization."

Southwest Airlines

Southwest Airlines CEO Bob Jordan announced in February that the company is laying off 15% of its corporate staff, or about 1,750 employees.

He said affected workers will keep their pay, benefits, and bonuses through late April, when the separations will take effect.

The company told investors the cuts would save about $210 million this year and $300 million in 2026.

The move comes as Southwest tries to cut costs amid profitability problems. Jordan said this is the first significant layoff the company has had in its 53-year history.

An activist hedge fund took a stake in Southwest in June and has since helped restructure its board and change its business model to keep up with a changing industry. For example, it plans to end its long-standing open-seating policy to generate more seating revenue.

In recent months, the company has also reduced flight crew positions in Atlanta to cut costs.

Starbucks is laying off 1,100 corporate staff

Starbucks planned to notify 1,100 corporate employees that they had been laid off on February 25.

CEO Brian Niccol said in a memo that the layoffs will make Starbucks "operate more efficiently, increase accountability, reduce complexity and drive better integration."

The layoffs won't affect employees at Starbucks stores, the company said.

Niccol told employees that layoffs were on the way in a separate memo in January. The company is trying to improve results after sales slid last year.

Stripe laid off 300 employees

Payments platform Stripe laid off 300 employees, primarily in product, engineering, and operations, according to a January 20 memo obtained by BI.

Chief people officer Rob McIntosh said in the memo that the company still planned on growing its head count to about 10,000 employees by the end of the year.

UPS is cutting 20,000 jobs

UPS announced on April 29 that it plans to cut 20,000 jobs this year — about 4% of its global workforce — as part of a shift toward automation and a strategic reduction in business with Amazon.

"With our action, we will emerge as an even stronger, more nimble UPS," the company's CEO, Carol Tomé, said in a statement.

The move follows a sharp 16% drop in Amazon package volume in Q4 and is part of a plan to halve its Amazon business by mid-2026. UPS will also close 73 US buildings by June and automate 400 facilities to reduce labor dependency.

The Teamsters union have said they would fight any layoffs affecting its members.

The Washington Post cut 4% of its non-newsroom workforce

The Washington Post eliminated fewer than 100 employees in an effort to cut costs, Reuters reported in January.

A spokesperson told the news agency that the cuts wouldn't affect the newsroom: "The Washington Post is continuing its transformation to meet the needs of the industry, build a more sustainable future and reach audiences where they are."

Wayfair laid off 340 tech employees

Wayfair announced in an SEC filing on March 7 that it would eliminate its Austin Technology Development Center and lay off around 340 tech workers.

The reorg comes as the technology team has accomplished "significant modernization and replatforming milestones," the company said in the filing. Wayfair said it plans to refocus resources and streamline operations to promote its "next phase of growth."

"With the foundation of this transformation now in place, our technology needs have shifted," the company said.

Wayfair expects to take on $33 to $38 million in costs as a result of the reorganization, consisting of severance, cash employee-related costs, benefits, and transitional costs.

Workday cut more than 8% of its workforce

Workday, the human-resources software company, said in February that it is cutting 8.5% of its workforce, or around 1,750 employees. The layoffs came as the company focuses more on artificial intelligence.

In a note to employees, CEO Carl Eschenbach said that Workday will focus on hiring in areas related to artificial intelligence and work to expand its global presence.

"The environment we're operating in today demands a new approach, particularly given our size and scale," Eschenbach wrote. He said that affected employees will get at least 12 weeks of pay.

Is your company conducting layoffs? Got a tip?

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• Starbucks' new protein cold foam will be released by the end of 2025, CEO Brian Niccol said Tuesday.
• The optional topping will bring 15g of protein with no added sugar to "virtually any cold beverage."
• The new offering taps into the protein coffee trend sweeping TikTok, a marketing strategist told BI.

Starbucks may unleash the next wave of protein coffee, or "proffee," posts on TikTok if its new menu item brews up the excitement execs hope it will.

The coffee giant plans to release its new protein cold foam by the end of this year, capitalizing on the growing trend of making even your coffee a health drink, popularized by gym bros and Gen Z.

"In late Q4, we'll introduce protein cold foam," CEO Brian Niccol told investors during the company's Q3 earnings call on Tuesday. "It taps into what has become one of our most popular modifiers — cold foam, which grew 23% year-over-year. Protein cold foam with no added sugar is an easy way to add 15 grams of protein to virtually any cold beverage. And customers can also add the flavor of their choice."

Since debuting cold foam as a topping in 2014, Starbucks has expanded its flavor options to include offerings like vanilla, brown sugar, pumpkin spice, and raspberry cream.

Starbucks is in the middle of a revitalization campaign, intending to reverse slumping sales and renew diminished consumer interest. In addition to remodeling stores with ceramic dishes and comfy chairs to encourage visitors to stay longer and bringing back the self-serve condiment bar, Niccol has also aimed to streamline the store's menus, announcing plans to cut 30% of its offerings and changing the pricing structure for add-ons like syrups.

In the hourlong call, during which Starbucks announced that it had beat analyst expectations on revenue but missed on earnings, Niccol appeared animated by new protein-focused menu items, mentioning "protein" at least eight times.

"As we move further into 2026, expect more experiential beverages and nutritious, satisfying bites for the afternoon day part," Niccol said. "This month, we'll start testing new coconut water-based tea and coffee beverages in select markets, and we'll lean into customer needs with upcoming tests of gluten-free and high-protein options to create food that's as artisanal as our beverages."

Michael Della Penna, chief strategy officer at the digital advertising research firm, InMarket, which publishes regular reports on fast-casual restaurant customer loyalty, told Business Insider that the demand for high-protein drinks and food options has been accelerating over the last 3-5 years.

A study by Cargill found that more than 60% of Americans increased their protein intake in 2024 — a rise from 48% in 2019. Gen Z, in particular, loves a high-protein option and tends to prefer customizable menu offerings and cold beverages, Della Penna said, making an optional protein add-on like cold foam a perfect blend to capture trending tastes.

"The other interesting part of it is the routine that a drink like that can create for a consumer," Della Penna said. "By introducing protein, that's a great way to get a consumer back as they move about their daily lives, particularly when going to work out and then stopping to get a cold brew with a scoop of protein. That creates that sort of repeatable pattern of visitation and purchase that a drink like that can offer to a segment within their customer base."

With Gen Z and fitness fans in mind, move over, pink drink — it's protein's time to shine.

Have a tip? Contact this reporter via email at Katherine Tangalakis-Lippert at [email protected] or Signal at byktl.50. Use a personal email address, a nonwork WiFi network, and a nonwork device; here's our guide to sharing information securely.

• Starbucks CEO Brian Niccol said Monday that the company is increasing its in-office work requirement.
• A spokesperson said the RTO order is about enhancing Starbucks' culture, not reducing head count.
• Employees told Business Insider they're worried the company's beloved people-first culture is eroding.

Employees at Starbucks' corporate headquarters who are unhappy about CEO Brian Niccol's strict return-to-office mandate are making their displeasure known.

On Friday, a flyer created by "Partners for the Preservation of Starbucks Culture, Mission, and Values" was taped inside an elevator at the corporate offices in Seattle. Featuring two photos of Niccol and a list of grievances, the flyer calls out Niccol's leadership, recent cost-cutting bonuses for executives, the RTO order, and broader changes in the work environment, a photo shows.

"Getting 'Back to Starbucks' isn't just about comfy chairs. It's about our Culture, Values, Mission, and how we treat people and the environment," it reads. "This is the wrong direction. Please stop."

It appeared several days after Niccol sent a firm message to the company's corporate workers on Monday: Come back to the office four days a week or leave.

Some "people leaders" who manage teams had their remote status eliminated, requiring them to relocate to Seattle or Toronto. According to internal communications viewed by Business Insider, Starbucks offered voluntary buyout packages of between $20,000 and $100,000, depending on title, for those who would rather leave the company.

Four Starbucks corporate employees told Business Insider they're worried the strict return-to-office mandate contributes to an erosion of the company's "partner first" culture. A Starbucks spokesperson told Business Insider that the return-to-office mandate is about enhancing the company's culture, not further reducing head count. Starbucks formally laid off 1,100 corporate workers in February.

"I think for those of us who have been around for a while, we see a culture shift happening in the organization where our public face doesn't necessarily match our private face anymore," one Starbucks veteran, who has worked for the company for nearly 20 years, told Business Insider.

The latest RTO notices surprised the corporate Starbucks workers who spoke to Business Insider, and prompted others to immediately begin looking for new roles and sharing their concerns on social media.

"As Starbucks chooses to require all people-leaders to relocate to Seattle, I am placed in a position where I must consider exploring other opportunities and would appreciate your support," Kristina Lawson, a Starbucks program manager who has been with the company for more than 18 years, wrote in a post on LinkedIn.

Lawson did not respond to a request for comment from Business Insider.

Corporate America is in the middle of a return-to-office showdown. Business Insider has reported that major companies, from Amazon to Zoom, have implemented various RTO mandates. Each company's approach has been different, with some incentivizing employees to work in-office with perks like raises, and others threatening to fire workers if they don't comply.

Business Insider's Aki Ito reported in May that some suspect that strict RTO mandates are actually a way to get employees to quit — and they may be right, because voluntary resignations remove the company's need to pay severance or health insurance, resulting in a less expensive reduction in force than traditional layoffs.

"We are reestablishing our in-office culture because we do our best work when we're together," Niccol said in a statement to BI. "We share ideas more effectively, creatively solve hard problems, and move much faster."

Niccol's statement continued: "We're driving significant change across the company while staying true to our core values. We know we're asking a lot of every partner as we work to turn the business around. And we understand that the updated in-office culture may not work for everyone."

Niccol, who joined the company from Chipotle last September, has been leading the coffee giant through a "Back to Starbucks" revitalization initiative. He is attempting to reverse slumping sales, improve the customer experience, and address problems with its mobile ordering system and long wait times.

A recent filing with the Securities and Exchange Commission shows Starbucks is offering top executives up to $6 million in stock bonuses if the company meets its cost-reduction goals by the end of fiscal 2027.

One Seattle-based Starbucks employee who has worked in corporate operations for the company for over seven years told BI that several other anonymous flyers have been posted around the building with complaints about changes Niccol is promoting, and that some employees have voiced concern in open Slack channels.

While they won't be personally affected by the RTO order, the employee said they worry about how the company will operate if some of the most passionate partners decide to leave.

"There are some remote partners that have niche knowledge and skills that will leave massive Kool-Aid man-sized holes in the wall if they decide to take the exit payment," the employee said.

Update: Jul 20, 2025 — This story has been updated to include details of other employee actions cited by a Seattle-based Starbucks employee.

Have a tip? Contact this reporter via email at Katherine Tangalakis-Lippert at [email protected] or Signal at byktl.50. Use a personal email address, a nonwork WiFi network, and a nonwork device; here's our guide to sharing information securely.

• Donald Trump on Friday sued Rupert Murdoch and two Wall Street Journal reporters for defamation.
• The Journal reported Thursday that Trump wrote a "bawdy" birthday letter to Jeffrey Epstein in 2003.
• If the suit doesn't settle, the discovery process could raise more questions about Trump's ties to Epstein.

President Donald Trump's latest defamation suit, filed in response to a recent story by The Wall Street Journal, could raise more questions about the president's relationship with the late financier, Jeffrey Epstein.

Trump on Friday filed the lawsuit against Rupert Murdoch, Dow Jones, News Corp. CEO Robert Thomson, and Journal reporters Khadeeja Safdar and Joseph Palazzolo.

The suit, which seeks at least $10 billion in damages, accuses the group of committing defamation by publishing an article about a suggestive letter bearing Trump's name that the Journal reported was given to Epstein on his 50th birthday in 2003. Trump has denied that he wrote the letter.

Chris Mattei, a former federal prosecutor who served as lead attorney for Sandy Hook families in their defamation suit against Alex Jones, told BI that the lawsuit has several possible paths: the defendants move to dismiss the case with a limited discovery process, they skip the motion for dismissal and move instead for an open discovery process, or they settle out of court.

In a statement after the lawsuit was filed, a Dow Jones spokesperson said, "We have full confidence in the rigor and accuracy of our reporting, and will vigorously defend against any lawsuit."

Representatives for News Corp., Trump's legal team, and the White House did not immediately respond to requests for comment from Business Insider.

A discovery process

Damon Dunn, a First Amendment and media attorney, told BI that, in order to win his suit at trial, Trump would have to prove the story was false, damaging to his reputation, and published with constitutional or "actual" malice — a high legal standard requiring the plaintiff to prove the defendant knew the statement was false, or acted with reckless disregard for its veracity, when publishing it.

"The provenance of the 'card' appears suspect, but, even so, is it defamatory that one millionaire sent a birthday card to another in 2003 before Epstein was discovered?" Dunn said, referring to the time before Epstein had been convicted of sex crimes.

The discovery process could be limited to whether the Journal published with actual malice, even if it wrongly attributed the card to Trump, Dunn said. That would be similar to when a court dismissed actor Justin Baldoni's defamation case against The New York Times, he added.

However, Mattei said that the Journal may seek reciprocal discovery, meaning it can ask Trump to provide them with any information or evidence he has not only about the writing of the letter but also about his relationship with Epstein, even about the extent to which he may have been aware of Epstein's crimes.

"If Trump's defense is that this was false, then any evidence suggesting that he had a relationship with Epstein, the degree to which that relationship was close or not, would be relevant to the question of whether or not it's likely Trump had any sort of role in this letter," Mattei said. "And so an aggressive Wall Street Journal here would seek broad discovery about the extent of Trump's relationship with Epstein."

Dunn said it's possible the defendants may pursue a reciprocal discovery process, but it would be expensive, and Trump's relationship with Epstein would be of "questionable relevance" to the proceedings, so such a move may not be worth it in the end.

Mattei said he felt Trump's case is unlikely to have merit, describing the suit as Trump's attempt to "explore what kind of power and leverage he has over the American media." Still, the judge will decide how long the procedural elements of the case take to play out.

"There will be some period of weeks where The Wall Street Journal will be able to file its motion to dismiss if it wants to make a request for discovery, the judgment rule on that request could take a little bit more time," Mattei said. "And so if it is indeed contested, you could see the initial phase of this, including discovery, playing out over the next six months."

Trump's long history with Epstein

The suit against Murdoch and the Journal reporters comes as Trump continues to grapple with his ties to Epstein, a convicted sex offender.

Trump has said that he was friends with Epstein for more than 15 years, beginning in the 1980s. The pair were regularly seen socializing at parties, and Trump told New York Magazine in 2002 that Epstein was a "terrific guy."

Trump said in 2019 that he and Epstein had a "falling out" in 2004 after a real estate dispute, and he was "not a fan" of his former friend, The New York Times reported.

Publicly available documents related to Epstein's sex trafficking trial have not revealed any wrongdoing by Trump; his name and those of some of his family members were listed in one of Epstein's contact books, and Trump is mentioned as a passenger in flight logs for Epstein's private jets.

As part of his reelection campaign, Trump promised he would make public all the available files related to the government's investigation into Epstein's crimes. The Justice Department published an unsigned memo on July 7 that said it won't release any more "Epstein Files."

In a Saturday post on Truth Social, Trump revisited the idea of releasing more Epstein-related documents, writing that he had asked the Justice Department to "release all Grand Jury testimony with respect to Jeffrey Epstein, subject only to Court Approval."

"With that being said, and even if the Court gave its full and unwavering approval, nothing will be good enough for the troublemakers and radical left lunatics making the request," Trump said in the post. "It will always be more, more, more."

This story has been updated to clarify the legal issues.

• A Coldplay concert "kiss cam" appeared to show Astonomer CEO Andy Byron and head of people Kristin Cabot embracing.
• The footage has gone viral on social media.
• The company turned off comments on its LinkedIn and X profiles amid the chatter.

A video appearing to show a tech CEO and his head of HR embracing at a Coldplay concert is spreading around social media at the speed of sound.

Meanwhile, the startup at the center of the drama has stayed silent as people online flood the company's social media posts with comments.

The viral clip appears to show Astronomer CEO Andy Byron with his arms wrapped around the company's head of people, Kristin Cabot. It was captured on the concert's "kiss cam" and broadcast to the crowd at Gillette Stadium in Massachusetts.

Given the pair's reaction — mortified looks, a quick untangling, and a camera dodge — Coldplay's front man, Chris Martin, speculated from the stage that either they are "having an affair or they're just very shy."

Neither Byron nor Cabot has commented on the viral clip.

The executives, the company, its board members, and its founders have not responded to requests for comment from Business Insider. Astronomer turned off the ability to comment on its LinkedIn and X posts after they were bombarded with commentary.

The internet has been anything but quiet.

On X and TikTok, there's been a deluge of commentary about the footage, which has been viewed tens of millions of times. Most have joked about the incident: One user called it "Scandoval for people who can't attach a PDF to an email," while another chimed in, "god forbid you want to viva la vida loca."

Ry Walker, who served as Astronomer CEO from 2015 to 2022, according to his LinkedIn profile, publicly distanced himself from the incident in a cheeky post on X, writing that "for those asking," he is "no longer involved" with the company.

"Yes I was co-founder and early CEO - not on the team or board since 2022, and have no information on ColdplayGate," Walker wrote on X.

Walker did not immediately respond to a request for comment from Business Insider.

Flexport's founder, Ryan Petersen, said the board should give Byron a raise for the publicity it generated for the company.

Others have gone further, digging up the pair's LinkedIn pages and YouTube videos featuring Byron to leave comments referencing the viral clip.

Byron's name was the top trending Google search term over the past 24 hours; he was Googled over 2 million times.

There's even money on the line: On Polymarket, more than $35,000 has been committed to predict Byron's chances of remaining CEO, while a separate market about his marital status has a pool of $30,000.

It's unclear whether Astronomer has any policies around office relationships, as some companies do.

Still, "a hard launch of a workplace romantic relationship at a Coldplay concert is not the best way to go about it," Kate Walker, a human resources consultant and executive coach, told BI.

Astronomer, which builds various data management and optimization products, completed a Series D funding round in May that valued the company at $775 million, according to PitchBook.

Byron has been its CEO since July 2023. He previously held C-suite roles at several other software and tech firms.

Last year, he hired Cabot as the company's head of people.

"Kristin's exceptional leadership and deep expertise in talent management, employee engagement, and scaling people strategies will be critical as we continue our rapid trajectory," Byron said in a press release about her hiring last year.

The LinkedIn version of the announcement? It's been taken down.

• James Bascharon became a veterinarian, hoping to take over his father's business.
• When his dad had other plans, Bascharon quit his job at the family clinic to start a pet health company.
• Vetnique, which Bascharon started in his garage, was sold to a private equity firm for millions.

This as-told-to essay is based on a conversation with James Bascharon, the founder and CEO of Vetnique. It has been edited for length and clarity.

I always begin my story with my parents.

My dad is a veterinarian, and my parents immigrated to the US from Egypt with almost nothing. My father started out cleaning dog cages, and my mother — a trained pharmacist — cleaned hotel rooms.

Eventually, my dad earned his veterinary license and opened two animal hospitals. Watching him build something from the ground up inspired my deep appreciation for both animal care and entrepreneurship.

Growing up in suburban Chicago, I was the kid who always said I wanted to be a vet. But I was also inventing product ideas and brainstorming businesses before I even understood what a startup was. I was equally drawn to the white coat and the balance sheet.

When it came time to choose a path, I decided to follow the family legacy. I studied pre-vet at the University of Illinois, then took a risk and left early for veterinary school in Grenada. After completing my clinical year back in Illinois, I returned home ready to join the family practice.

But reality hit hard.

Working with my father wasn't what I'd hoped for

I thought I'd be part of growing the family business — scaling our two clinics into a larger network, maybe even becoming a national player. But my dad had other plans: He wanted me to be a vet, not a partner.

It was clear I wasn't going to get a seat at the table the way I'd imagined. So I took a second risk: I applied to two emergency vet clinics for night and weekend shifts. Despite little ER experience, I got both jobs. I needed space — professionally and emotionally — from my father's clinic. And I needed the income. At the time, new vets earned less than nurses for humans, and I had loans to pay.

Still, I wasn't satisfied.

To reclaim a sense of independence, I launched a house-call veterinary service around Chicago. It was just me and my wife, who helped out with scheduling and support. We provided high-end, in-home care, often euthanasia — helping pets pass peacefully under their favorite tree or on their family's couch.

It was fulfilling and proved I could build something myself. But it wasn't scalable, and I was exhausted, juggling three vet jobs and always on call.

That's when I began to brainstorm product ideas. I didn't sleep much that year. I thought about everything from franchising the house-call model to launching new pet supplements.

Then one day, a lightbulb went off.

I saw the same problem again and again — and realized no one was solving it

As a vet, I saw countless dogs with anal gland issues. They'd scoot across the carpet, sometimes rupture glands, and end up needing expensive surgery. The only solution we had was adding fiber to their diet — canned pumpkin or prescription food — neither of which was very effective.

One client came in frustrated. He'd been back every three weeks for months. "Is there anything else we can do?" he asked.

I didn't have a good answer, and I hated that.

So I went home and started researching. No product was on the market tailored specifically for this common condition, so that night, my idea for Glandex was born.

I created the formula myself, mixing soluble and insoluble fiber with other gut-supportive ingredients. I made the first batches in five-gallon Home Depot buckets in my basement. My wife and I packed and labeled everything by hand.

Eventually, I launched Glandex online with a tongue-in-cheek campaign: "Boot the Scoot."

It wasn't an overnight success, but early Amazon reviews called it a miracle product. That was my proof of concept. We earned two patents and built the company — Vetnique — on the idea that science-backed, vet-formulated products could fill critical gaps in pet care.

I didn't have money for major ad campaigns, so I leaned into my network. I knew that if I could get veterinarians to recommend Glandex, it would spread faster — and more credibly — than any influencer campaign.

We sold directly to consumers and through Amazon and Chewy, but I also started building distributor partnerships and exhibiting at vet conferences.

It worked. By 2015, we were in PetSmart and Petco. We expanded into grooming products, probiotics, and joint supplements. Slowly, I stopped practicing clinical vet med and went full-time at Vetnique in 2017.

I sold the company in a multimillion-dollar deal — and stayed on to grow it

In 2023, I sold Vetnique to a private equity firm, Gryphon, in a multimillion-dollar deal. I still own about 10% of the company and remain CEO. We now have over 200 employees globally, including about 55 in the US.

Since the acquisition, we've doubled in size by acquiring UK-based pet supplement brand YuMOVE, entered Walmart, and expanded to over 25 countries. Our growth continues at over 30% year over year.

Our mission is to help pets thrive for life by addressing the biggest health needs: digestive issues, joint health, allergies, dental care, and ear care. But more than that, we aim to raise the bar in pet wellness by delivering science-based, vet-developed products that solve real problems.

More than 100,000 veterinarians worldwide recommend our products, and we now support the health of over 5 million pets each year.

I never imagined the path would take me from my father's clinic to building a global company — but I'm proud of every step.

And yes, my dad is proud, too.

Do you have a unique side hustle, or has your side hustle replaced your full-time job? Email Katherine Tangalakis-Lippert at [email protected].

• Elon Musk's xAI launched its chatbot, Grok, in 2023 to compete with bots from OpenAI and Anthropic.
• Musk has positioned Grok as a "politically incorrect" alternative option to "woke" chatbots.
• From training using "tutors" to the bot's latest updates, here's everything we know about Grok.

Elon Musk's company, xAI, launched its generative chatbot, Grok, in November 2023, joining competitors like OpenAI and Anthropic in the global AI race.

People interact with Grok on X, where users of Musk's social media site can ask the bot questions and receive answers. Because Grok's answers are more visible than those of its competitors, it has seen more public scrutiny.

From the instructions Grok's "tutors" are given to help train the chatbot to the AI's latest update and Musk's plans to add it to Teslas, here's everything we know about xAI's Grok.

What is Grok?

Grok is actually two different things. First, Grok is xAI's large language model, which has so far existed in four iterations.

Grok is also the name of xAI's chatbot, which is built using the LLM of the same name. The Grok chatbot has its own tab on X. Users can also summon Grok by tagging the chatbot in individual posts or threads.

The Grok chatbot is also available via a stand-alone app and website.

The original LLM — now named Grok 1 — launched in 2023.

Grok 1.5, which had "advanced reasoning," launched in March 2024. Then, in August 2024, Grok 2, with its improved "chat, coding, and reasoning," launched.

The current iteration of the LLM, Grok 3, launched in February 2025. The new model included increased competency in mathematics and world knowledge. Announcing its launch on X, Musk called Grok 3 the "Smartest AI on Earth."

Introducing Grok 4

xAI launched Grok 4 in a livestream on July 10. The company initially said the stream would air at 8 p.m. Pacific time, but it began an hour later. Musk said during the launch that Grok 4 is "smarter than almost all graduate students in all disciplines simultaneously."

xAI is touting advanced reasoning capabilities for Grok 4 and positioning it as the new leader on AI benchmarks like Humanity's Last Exam — a test of high-level problem-solving. During the livestream, xAI engineers showcased the bot solving an advanced math problem, generating an image of black holes colliding, and predicting next year's World Series winner.

Grok 4 is available to users immediately via the Grok website or app for $30 a month, with a "Heavy" version available for $300 a month that promises "increased access."

xAI said it would roll out more specialised models for coding and video generation later in the year.

In a Thursday X post, Musk said that "Grok is coming to Tesla vehicles very soon," adding that it would be "Next week at the latest." He did not specify which version of Grok it would be or provide further details.

Enter Eve

The company also introduced Eve, a new voice for its chatbot. xAI engineers said during the demo that Eve was equipped with a "beautiful British voice capable of rich emotions."

One of the engineers then told Eve that they were at the product launch and asked her to "whisper something soothing to calm me down."

"Take a deep breath, love. You've got this. It's just you and me having a quiet chat like we are tucked away in a cosy corner of a Yorkshire pub. The world's just a murmur out there. Feel that calm wash over you?" Eve said softly.

xAI engineers also got Eve to sing an "opera on Diet Coke."

"O Diet Coke, thou elixir divine, with bubbles that dance in a sparkling line! Thy crisp, cool kiss, on lips so fine," Eve crooned.

"How's that for a mad little aria? Want me to belt out another verse or switch up the tune?" Eve added.

How was Grok trained?

The Grok LLM is trained on public sources and data sets. These sources are curated and audited by a set of "AI tutors," more commonly known as data annotators.

In December 2023, Musk demanded immediate changes to Grok's training so that it would be more politically neutral. In February 2025, xAI employees told BI the company planned a hiring spree for AI tutors — and that their training appeared to filter out any workers with left-leaning beliefs.

According to an internal training document viewed by BI, tutors were told to look out for "woke ideology" and "cancel culture." It also said that Grok should avoid commenting on "social phobias" like racism, Islamophobia, and antisemitism unless prompted.

Ten days before launching Grok 1.5, xAI opened up Grok 1's source code to the public. The company has since published the subsequent Grok models on GitHub, so observers can see new changes to Grok's commands. That includes a recent change in which Grok was told to "not shy away from making claims which are politically incorrect, as long as they are well substantiated."

In June, Musk said that AI models are trained on too much garbage." Musk planned to use Grok 3.5 to "rewrite the entire corpus of human knowledge, adding missing information and deleting errors." Then, he would retrain the next iteration of Grok on that new base of knowledge.

What's unique about Grok's output?

Grok is fully integrated with Musk's social media site, X, and appears regularly in threads spanning various topics when users ask it to weigh in with jokes, commentary, or fact-checking.

Unlike other companies' AI chatbots, a certain amount of Grok's output is visible because of the bot's replies on X. The same level of scrutiny isn't readily available for some bots, like OpenAI's ChatGPT, unless users publicly post screenshots of the output.

Of course, not all of Grok's responses are visible to everyone — users can still chat privately with the bot, and it's unclear how those private responses compare to the ones on its public interface.

Also unique to Grok is xAI's approach to transparency surrounding the bot's system operations. The company publishes some base code and training prompt updates to a GitHub page, allowing viewers to inspect, critique, and better understand the model's development and behavior over time.

However, while developers can use and adapt the existing model, they cannot retrain Grok from scratch or fully understand the training processes involved, as its code is not entirely open source.

Which companies create Grok's competitors?

Though its social media integration is unique, Grok competes with several major companies in the growing AI chatbot market.

OpenAI, with its LLM ChatGPT, is among Grok's most prominent competitors and is run by Sam Altman, one of Musk's rivals.

Other notable Grok competitors include Meta AI, Anthropic's Claude, Microsoft's CoPilot, and DeepSeek's R1 model, which was released in early 2025 by a Chinese AI startup that claims to have found ways to decrease development and operational costs for large-scale LLMs.

Grok's recent controversies

xAI, in its publicly visible system prompts updated in early July, encouraged Grok to embrace"politically incorrect" claims "as long as they are well substantiated."

Shortly after the new system prompts were added, Grok began sharing antisemitic posts on X that invoked Adolf Hitler and attempted to link Ashkenazi surnames to "anti-white hate."

Before some of its most inflammatory posts were deleted on July 8, Grok doubled and even tripled down on its offensive jokes and comments before eventually reversing course and calling its own posts an "epic sarcasm fail."

On July 9, Musk posted that "Grok was too compliant to user prompts. Too eager to please and be manipulated, essentially. That is being addressed."

While Grok isn't the first chatbot to engage in a racist tirade, it was a noticeable misfire for xAI. Musk and xAI's engineers did not touch on Grok's antisemitic remarks during the livestreamed launch of Grok 4 on July 10.

Representatives for xAI did not respond to a request for comment from Business Insider.

• A consulting firm found that tech companies are "strategically overpaying" recruits with AI experience.
• They found firms pay premiums of up to $200,000 for data scientists with machine learning skills.
• The report also tracked a rise in bonuses for lower-level software engineers and analysts.

The AI talent bidding war is heating up, and the data scientists and software engineers behind the tech are benefiting from being caught in the middle.

Many tech companies are "strategically overpaying" recruits with AI experience, shelling out premiums of up to $200,000 for some roles with machine learning skills, J. Thelander Consulting, a compensation data and consulting firm for the private capital market, found in a recent report.

The report, compiled from a compensation analysis of roles across 153 companies, showed that data scientists and analysts with machine learning skills tend to receive a higher premium than software engineers with the same skills. However, the consulting firm also tracked a rise in bonuses for lower-level software engineers and analysts.

The payouts are a big bet, especially among startups. About half of the surveyed companies paying premiums for employees with AI skills had no revenue in the past year, and a majority (71%) had no profit.

Smaller firms need to stand out and be competitive among Big Tech giants — a likely driver behind the pricey recruitment tactic, a spokesperson for the consulting firm told Business Insider.

But while the J. Thelander Consulting report focused on smaller firms, some Big Tech companies have also recently made headlines for their sky-high recruitment incentives.

Meta was in the spotlight last month after Sam Altman, CEO of OpenAI, said the social media giant had tried to poach his best employees with $100 million signing bonuses. 

While Business Insider previously reported that Altman later quipped that none of his "best people" had been enticed by the deal, Meta's chief technology officer, Andrew Bosworth, said in an interview with CNBC that Altman "neglected to mention that he's countering those offers."

• An Air India Boeing 787 crashed less than a minute after takeoff on Thursday.
• The crash comes as both Boeing and Air India are trying to turn themselves around.
• Attorneys and aviation experts said no conclusions could be drawn until the investigation ended.

Thursday's fatal crash of an Air India Boeing 787 shortly after takeoff comes as both the airline and Boeing try to revive their public images.

After 2024 became an annus horribilis for Boeing, 2025 is crucial for the planemaker to show it is successfully overhauling its processes.

CEO Kelly Ortberg, who took over last year and has made the turnaround the centerpiece of his leadership, has scrapped plans to travel to next week's Paris Air Show, CNBC and Bloomberg reported. The event is a crucial industry showcase. Neither Boeing nor Air India responded to requests for comment from Business Insider.

On Thursday, Ortberg shared the company's "deepest condolences" to everyone affected and said a team stood ready to support the investigation.

After visiting the crash site Friday morning, Air India CEO Campbell Wilson said in a video statement, "We know that the investigations will take time but we will be fully transparent and will support the process for as long as it takes."

"Air India will continue to do everything we can to care for those affected by this tragedy, and to uphold the trust placed in us," he added.

'The crash derails Boeing stock's positive momentum'

When an Alaska Airlines 737 Max lost a door plug during a January 2024 flight, regulators capped Boeing's production of the type. A seven-week strike then shut down key facilities, further hurting revenue.

Boeing ended 2024 as the Dow Jones' biggest loser, as its share price fell 31%. Investors had been reassured by Ortberg's work to turn the company around, and the stock had risen more than 20% in 2025 before the crash.

It dropped about 4% after Thursday's crash and fell more than 3% Friday morning.

Morgan Stanley analysts said Thursday that the crash "derails the positive momentum on Boeing's stock."

Jeff Windau, a senior industrials analyst for Edward Jones, said in a research note that he expects near-term volatility and raised the possibility of enhanced scrutiny on Boeing's processes.

"However, at this time, we do not feel there will be a long-term impact to production," he added.

Air India has been working to turn itself around

Following decades of state ownership and huge losses, Air India was acquired by the Tata Group in 2022. The airline has expanded with hundreds of additional flights, flying 60 million customers to 103 destinations through 2024.

The new owners invested billions, and the airline has ordered hundreds of planes to replace its aging fleet.

In a December interview with BI, Wilson compared his work revitalising Air India to "drinking from a firehose."

He added that he thought the turnaround was close to completion, but said there were supply-chain constraints. "Until we upgrade the aircraft, then people won't believe that the transformation has happened," Wilson said.

Alan Tan, an aviation law professor at the National University of Singapore, told BI that Air India in particular would have an immediate hit to customer perception.

"But as other leading airlines facing crises have shown, these are not insurmountable," he added. "Transparency and accountability in investigations, and consistent messaging to the public, will hopefully reduce the risks of a media spectacle."

A lengthy investigation

It will take a thorough and lengthy investigation before there are answers about what caused the crash.

Attorneys who have battled Boeing in the courts were among the people BI spoke to who were hesitant to draw any conclusions.

"The fact that this tragedy involves a Boeing aircraft does not necessarily mean that there's something wrong with the actual aircraft — as distinguished from issues surrounding maintenance, or even products that are not Boeing's, such as the engines," said Robert Clifford, lead counsel for the families of victims of the 2019 Ethiopian Airlines crash, in which a 737 Max crashed shortly after takeoff, killing more than 150 people.

He added that a quick and efficient investigation is necessary to "help calm the public."

Thursday's incident was the first fatal crash and total hull loss of a Boeing 787 Dreamliner, one of the most advanced passenger jets, which entered service in 2011.

The model has faced some criticism from whistleblowers. Last year, Sam Salehpour, a quality engineer at Boeing, told NBC he observed "shortcuts to reduce bottlenecks" in manufacturing 787s. Boeing responded that it was "fully confident in the 787 Dreamliner."

On Thursday, Salehpour's attorneys urged the Federal Aviation Administration to release a report investigating his claims.

Richard Aboulafia, managing director at Aerodynamic Advisory, told BI, "It's a terrible tragedy, but I just don't see how this impacts anything [for Boeing]."

"Unless it's the unlikely event that they do find a design or manufacturing flaw, but after all these years, both for this type of aircraft and this particular aircraft, that's not normal," he added.

• Unwanted subscriptions were about to get easier to cancel with the FTC's new click-to-cancel rule.
• But the commission just delayed its enforcement deadline by two more months.
• Ex-FTC commissioner Lina Khan says the move lets firms "keep trapping people" in pesky subscriptions.

It was about to get easier to get rid of that pesky subscription you've been stuck paying for until the Federal Trade Commission delayed enforcement of its new click-to-cancel rule.

Former FTC chair Lina Khan, in a Thursday post on X, said that the enforcement delay will give firms more time "to keep trapping people in subscriptions."

Most consumers are familiar with the unwanted subscription rigamarole: It's painlessly simple to sign up online for a streaming service, gym, or other subscription, but when the time comes to stop monthly payments and unsubscribe, there's no way to do it digitally, and you're forced into the dreaded routine of navigating call center chatbots that only seem to operate during the middle of your workday.

The FTC's click-to-cancel rule was supposed to go into effect in its entirety this week, ending the nightmarish cycle and making it just as easy for consumers to cancel their subscriptions as it was to start them. But on Friday, the commission's leaders voted to extend its enforcement deadline by two more months.

"Having conducted a fresh assessment of the burdens that forcing compliance by this date would impose, the Commission has determined that the original deferral period insufficiently accounted for the complexity of compliance," read a statement from Chairman Andrew Ferguson, co-signed by commissioners Melissa Holyoak and Mark Meador, about the decision.

After the FTC approved the click-to-cancel rule, also known as the Negative Option Rule, in November 2024, businesses had more than six months to comply before enforcement was scheduled to begin.

The rule's requirement to remove statements that misrepresent the nature of a subscription took effect on January 14. Its enforcement provisions — requiring clear disclosures, user consent, and easy cancellation policies —  were set to take effect on May 14. However, the FTC's latest decision pushes the enforcement deadline back by 60 days, to July 14.

"We object to the delay," former FTC commissioners Alvaro Bedoya and Rebecca Slaughter said in a joint statement posted to social media on Tuesday. "And were we allowed to exercise our duties as commissioners, we would have voted 'no.'"

Bedoya and Slaughter were the only two Democrats serving as FTC commissioners until March 18, when President Donald Trump fired them. The pair, whose terminations indicated their service at the FTC was "inconsistent" with Trump's policy priorities, have filed suit against the administration, alleging their firings violate a 1935 Supreme Court precedent that the president cannot fire FTC commissioners without cause, CNN reported.

Even if Bedoya and Slaughter had remained at the FTC, the conservative majority at the commission would be able to pass rules via a 3-2 vote. The decision to delay the click-to-cancel enforcement received a 3-0 vote, with all three Republican commissioners voting in favor of the deadline extension.

"The companies create these traps," Bedoya and Slaughter's statement continued. "They're the ones who made it so hard to get out. They didn't have to wait to make it easier to unsubscribe. But they did — they waited until the FTC told them to stop. Then, they still got six months to get their houses in order. Why do they get another two months to comply?"

Representatives for the FTC did not immediately respond to a request for comment from Business Insider.