A new research report released today by Future, the global leader in specialist media, shows that artificial intelligence has officially moved from the margins into the mainstream, with most U.S. consumers now using AI in their day-to-day lives, often without even realizing it.

Titled “The AI Tipping Point,” the study, which first began tracking consumer sentiment around AI in February 2024, highlights three critical takeaways for marketers, tech leaders, and brands navigating an increasingly AI-integrated consumer landscape.

Unseen but Ubiquitous

While 55% of U.S. consumers say they use AI on a regular basis, 91% report frequent use of AI-driven technologies like social media feeds, navigation apps, facial recognition, and customer service chatbots. This gap highlights a critical insight: AI adoption is more widespread than consumers think.

“Consumers are already surrounded by AI, from the apps they use to the content they see, yet many don’t realize it,” said Paul Newman, Managing Director of Tech at Future. “This presents an opportunity for today’s leading AI-driven tech and consumer brands to educate, build trust, and be transparent about the role AI plays in their products.”

Younger Generations Are Leading the Charge

Millennials and Gen Zers aren’t just adopting generative AI, they’re applying it in more dynamic, creative, and decision-making ways. 

From personalized fitness plans and recipe generation to art creation and travel planning, AI is becoming a digital co-pilot for younger users, with 1 in 2 Gen Zers and Millennials using AI tools for product recommendations, +26% more likely than the national average.

“Younger generations are actively using AI to shape their daily lives, from how they learn and create to how they find products,” added Newman. “This signals a fundamental shift: AI is no longer just about efficiency, it’s a foundational part of personal identity and expression.”

Trust Is Still Tied to Human Expertise

Despite AI’s growing footprint, nearly half of consumers (45%) still double-check results using traditional search engines, with a total of 83% saying they look to other sources for validation in general. This underscores that credibility still matters in an AI world.

“Editorial trust and human authority is often  essential to a satisfying consumer experience,” said Newman. “Brands that align with credible publishers can help ground their AI narratives in trust, especially as target users navigate increasingly complex digital environments.”

Key Stats from the Report:

• 43% of U.S. respondents began using generative AI within the past six months
• Increasingly, U.S. consumers are using generative AI for things they would have previously searched for with traditional search engines (55%)
• The majority of respondents also felt that AI is improving their everyday lives — the percentage of those who agree jumped +9% in the U.S. from February 2025

What This Means for Brands

As AI reshapes how people learn, shop, and create, marketers must evolve with it. Reaching younger, digitally fluent audiences requires AI-savvy messaging, media, and platforms. 

And in a world of algorithmic content, trust is a premium commodity, making partnerships with credible, expert-led publishers more valuable than ever!

View the report here.

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Future’s leading lifestyle brand, woman&home, today announced the return of its annual Amazing Women Awards. Now in its third year, the awards champion women who are making an extraordinary impact on their communities and beyond. In a new partnership for 2025, the awards are proudly sponsored by NHS Charities Together, the UK’s national charity caring for the NHS. 

The awards, featured in the October issue of woman&home, celebrate 10 outstanding women across various categories, from science and business to community action and the arts. The issue goes on sale on 28 August 2025 and will share the inspiring stories of these trailblazers. 

“The woman&home Amazing Women Awards are all about celebrating the incredible achievements of trailblazing women,” said Hannah Fernando, Group Editor of woman&home. “Throughout the UK, they are pushing boundaries and making the world a better place in so many different ways. This year, we are honoured to partner with NHS Charities Together, a charity that shares our values of celebrating those who make a real difference in their communities. Their support has been invaluable in bringing these inspiring stories to life.” 

“It has been really inspiring to be part of this year’s Amazing Women Awards,” added Ellie Orton OBE, CEO of NHS Charities Together. “At NHS Charities Together, we see every day how one person’s dedication can transform lives – whether you’re a frontline NHS worker, a community first responder, or a passionate charity fundraiser. That’s why we’re so proud to support the woman&home team in shining a light on all these remarkable women and celebrating their extraordinary achievements.” 

This year’s honourees include:

• Sports Supremo: Sophia Warner, an athlete, Paralympian and founder of the Superhero Series, a programme of sports events tailored for disabled people. 
• Children’s Cheerleader: Jessica Bondy, founder and trustee of Words Matter, a charity working to prevent verbal abuse of children by adults.
• Community Hero: Kaddy Thomas, founder of Carers Collective, providing community, connection and resources to unpaid carers.
• Business Inspiration: Jane Knight, founder of Successful Mums Career Academy, which helps women return to the workforce.
• Celebrity Doing Good: Giovanna Fletcher, an actor, author and podcaster who has raised over £6.5m for the breast cancer charity CoppaFeel!
• Science Pioneer: Dr Ceri Lewis, associate professor in Marine Biology at the University of Exeter, and an expert on biodiversity.
• Charity Champion: Judy Dewinter, chair of the Royal Free Charity’s board of trustees, recognised for redefining charitable work to advance patient care and research. This category is sponsored by NHS Charities Together.
• Arts Ambassador: YolanDa Brown, an award-winning saxophonist, composer and broadcaster.
• Environmental Gamechanger: Alison Westwood, co-founder of Baobab Bach, which tackles food poverty and food waste in South Wales.
• Animal Welfare Wonder: Sarah Carr, CEO of Naturewatch Foundation, dedicated to improving animal welfare standards in the UK and worldwide 

The online version of the awards, sponsored by NHS Charities Together, will be released over the next few weeks, featuring exclusive video content. The campaign aims to not only celebrate these amazing women but also to drive awareness for NHS Charities Together, which provides vital support to NHS staff, patients, and communities across the UK.

For more information and to read the full stories, pick up the October issue of woman&home on 28 August 2025 or visit the website to learn more.

The sponsorship deal was brokered by Future Creative and December 19.

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Innovative data solution unites retail media behavioural signals with Future’s vast audience data to deliver greater results for advertisers

Today, Future has signed a significant data partnership with Ocado Ads, the retail media network of the UK’s fastest-growing retailer, and Permutive, the leading data collaboration platform for incremental outcomes. This collaboration will securely integrate Ocado’s extensive shopper behaviour data into Future’s powerful audience targeting solution, Aperture, offering unparalleled audience targeting that delivers more relevant and timely ads for our advertising partners.

This groundbreaking partnership will empower Future to enrich its already robust first-party data with unique insights derived from Ocado’s customer base, where 100% of purchase behaviour data is captured. By securely combining Future’s high-intent audience data with Ocado’s real-time purchase signals, Future can unlock new levels of audience segmentation and targeting based on our reader’s purchase needs.

“This partnership with Permutive and Ocado Ads will help us to enrich Aperture, Future’s powerful audience targeting solution,” said Jamie Samuel, Director of Commercial Product at Future. “By combining our first-party data with Ocado’s purchase behaviour data, we’re leveraging even more trusted signals to deliver more meaningful purchase-cycle aligned ads, translating to stronger sales and ROI for our advertisers.”

Key Benefits for Advertisers:

• Enhanced Campaign Performance: Leveraging real-time data from both Future and Ocado, advertisers can execute more effective, timely, and relevant campaigns across Future’s vast network of specialist media brands. This ensures messages resonate with audiences actively considering purchases at key retail moments.

• Unrivalled Audience Targeting: Enables the creation of highly valuable audience segments. By combining Future’s high-intent data with Ocado’s granular category segments, new opportunities emerge for FMCG and CPG brands to reach highly relevant in-market consumers.

• User Privacy By Design: Leveraging Permutive’s privacy-safe technology, this data collaboration ensures responsible data collaboration, maintaining the highest standards of data privacy.

Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Ads commented, “By securely combining our rich, first-party customer purchase insights with premium publishers’ deep understanding of their audiences, the output is unparalleled opportunities for advertisers to reach high-intent consumers with relevant messages.”

“Publishers and advertisers are navigating a complex landscape, where delivering better outcomes is critical. Our partnership with Ocado Ads offers a unique advantage by uniting their precise customer purchase insights with premium publishers’ deep understanding of audience consideration,” said Joe Root, CEO and Co-founder, Permutive.

This strategic alliance underscores Future’s commitment to innovation and its dedication to providing advertisers with the most sophisticated audience targeting capabilities that deliver truly powerful results. See more about our advertising solutions here.

You can read more about our innovative partnership with Ocado Ads and Permutive in Digiday

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The full RNS can be found here as well as the slides here.

You can also watch the presentation where Kevin (CEO) presented our strategy and how we are building for tomorrow whilst delivering on today and Sharjeel (CFO) presented our financial results.

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Today, Future, the global leader in specialist media, announced Advisor, its latest technological innovation harnessing data and next-gen AI. This powerful AI content categorization engine leverages the power of machine learning and large language models for real-time, in-depth content analysis, revolutionizing how we connect with our audiences and deliver value to advertisers.

Built In-House, Delivering Real-World Results

Developed by Future’s expert data science, engineering, and product teams, Advisor is already integrated across 50 of Future’s leading brands. From fashion powerhouses like Marie Claire and Who What Wear, tech and gaming authorities Tom’s Guide and PC Gamer, to trusted news sources like The Week, Advisor is driving measurable outcomes across three core areas:

• Elevated User Engagement: With more personalized content recommendations, Advisor has led to a remarkable threefold increase in on-site clicks. Our users are discovering more of the content they love, deepening their connection with our brands.
• Optimized Ad Performance: Advisor enhances campaign efficiency and targeting for our advertising partners. It enables them to reach their target audiences with greater impact, significantly enhancing key performance metrics and ensuring their messages resonate more effectively.
• Supporting eCommerce Growth: Advisor is proving invaluable in guiding users through their shopping journey to purchase. This seamless experience has led to a noticeable increase in revenue per session.

The Symbiotic Future of Storytelling and Technology

“We believe as a publisher, AI presents a unique ‘win-win’ opportunity to serve our audiences better while delivering greater value to advertisers,” said Matt Trotta, SVP of Commercial at Future. “Great storytelling and innovative technology should work hand in hand. With Advisor, we’re powering an elevated user experience through more personalized content, while allowing us to increase ad relevance, improve monetization and strengthen our best-in-class targeting capabilities.”

“Enhancing our ability to understand what a user wants to read doesn’t just improve the experience for our audiences, it directly powers more intelligent targeting for our advertising partners,” said Jamie Samuel, Director of Commercial Product at Future. “That’s why we consider Advisor a dynamic, evolving technology, with every improvement we make to its recommendation engine strengthening both our editorial offerings and the commercial value we provide, in turn elevating the entire Future ecosystem.”

Future Commitment to AI-Driven Innovation

Advisor is the latest innovation to emerge from Future’s ongoing strategic investment in artificial intelligence. It exemplifies our unwavering commitment to enhancing value for both our vast user base and our esteemed advertising partners with solutions that are personalized, performance-driven, and scalable.

Learn more about Future’s unique portfolio of brands and our innovative advertising solutions here

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Addressing the Unmet Needs of the UK’s Gen Z Renter Generation

Future, the global leader in specialist media and the UK’s most-read home interest publisher, has announced its latest launch set to address the shifting behaviours of the next generation of home interest consumers.

ROOMS, Future’s newest homes media brand is dedicated to renters under 35 who love their space but don’t necessarily own it. Launching exclusively on social media, ROOMS will live where its audience does, bringing a fresh, personality-driven approach to the homes media space.

ROOMS: disrupting the homes media landscape—one post at a time

With renters pouring time, creativity, and money into making their spaces feel like home, it’s clear that ownership isn’t a prerequisite for passion. This audience cares about personalisation, aesthetics, and self-expression just as much as homeowners do, yet traditional homes media has largely overlooked them. ROOMS is set to change that.

Created by Gen Z for Gen Z, ROOMS delivers entertaining, trend-led, and practical content tailored to the realities of renting. Emilie Mendham, editor of ROOMS, commented: “We’re tapping into pop culture, social media trends, and the everyday realities of renting to create content that’s not just helpful, but actually entertaining.”

Follow ROOMS on TikTok @ROOMS.HQ and join the conversation

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Milestone celebrated with special anniversary issue and retro feature

Future, the global leader in specialist media, is celebrating the 20th birthday of the Hot 100 — T3 Magazine’s inaugural list of the hottest tech and trends in the world — picking out the greatest gadgets and innovations, while also looking back at some of the not-so-hot picks over the years.

Since 2005, the Hot 100 has helped guide millions of gadget enthusiasts, becoming the essential list of what’s hot and what’s not in the technology sector.

This year, the Hot 100 is once again packed with innovative tech, with everything from cutting-edge OLED TVs and smart fridge freezers getting a look-in. Over the years, some of the greatest tech ever has graced the pages of the Hot 100, from Panasonic Plasma TVs to the PlayStation 5.

To celebrate its 20th anniversary, Future tracked down the editor-in-chief of T3 who led the team that originally came up with the Hot 100 concept.

“With so many new gadgets coming out it was a full time job just to keep track, we decided a top 100 was a good way to filter out the best new products from the year for readers,” explained James Beechinor-Collins, Editor-in-Chief of T3, from January 2003 to March 2007.

“When I joined T3 the smartphone didn’t exist, we were on the cusp of a megapixel arms race in digital cameras, the ambition for TVs was bigger, flatter, brighter and the search was on for the one device that would do it all… and the iPhone became that one device.”

“It’s fantastic to see both T3 and the Hot 100 going from strength to strength after 20 years,” said Marc Chacksfield, Content Director of T3. “While the gadgets and innovations in the list have changed, one thing has remained the same: T3’s undying love for tech!”

To celebrate 20 years of the Hot 100, T3 Magazine has created a special retro feature highlighting the gadgets that were showcased in the first Hot 100. The 20th Anniversary Edition of the Hot 100, issue 372 of T3 Magazine, is on sale 11 April.

Get your copy here.

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Future’s leading consumer-focused beauty experience, The Beauty Show, will return to London on 18-19 April, 2026. As one of the UK’s leading beauty events, The Beauty Show brings together top beauty brands, professionals and over 5,000 beauty and wellness enthusiasts.

The Beauty Show’s incredible debut in 2024 welcomed more than 4,000 beauty lovers and showcased top beauty brands like UKLASH, The Perfume Shop, and Urban Decay, as well as a line up of beauty industry experts including Caroline Hirons, Nadia Sawalha and Aimee Connolly.

The Beauty Show Evolution

For 2026, The Beauty Show is evolving to respond to the growing demand for a more holistic approach to beauty and self-care. Future is committed to championing a more integrated vision of beauty and wellness, bringing together expert knowledge and meaningful experiences that empower our passionate audiences to prioritise their wellbeing.

Philippa Newman, Event Director at Future, commented, “After a fantastic event in 2024, it’s clear that beauty lovers want a space where they can discover, try, and shop the best in the industry… we’re excited to create an event that not only celebrates beauty but also empowers people to feel their best inside and out.”

Be Part of The Beauty Show 2026

The Beauty Show is not just an event – it’s an experience. Attendees gain excusive access to a vibrant beauty shopping experience, live demonstrations, treatment areas, as well as expert talks. With an engaged wellness and beauty-loving audience, this is a chance for brands to build lasting connections and be part of a growing wellbeing movement.

For further information and opportunities to get involved, contact The Beauty Show team.

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Future’s best-selling rugby magazine, Rugby World, and leading destination for empowering women through style, beauty, and culture, Marie Claire UK, revealed Rugby superstar and Olympian Ilona Maher as the face of their first-ever collaboration.

This editorial synergy spans digital and social across both brands as well as print with Rugby World’s latest issue hitting newsstands on Friday 28 March and is unique to Future, which is home to a vast portfolio of specialist media brands spanning fashion, beauty, gaming, tech, sports and more.

In her exclusive interview, Ilona opens up to Joseph Robinson, Editor of Rugby World and Ally Head, Senior Health & Sustainability Editor at Marie Claire UK, about body positivity, the burnout and expectation of being one of rugby’s biggest stars and more.

Bridging highly-engaged fanbases

The collaboration demonstrates Future’s differentiated ability to reach and bridge highly-engaged fanbases – from passionate rugby fans to Marie Claire’s fashion and beauty-conscious readers – and showcases the creative and innovative ways publishers are reaching audiences in today’s media landscape.

Joseph Robinson, Editor of Rugby World commented:

“Sometimes unlikely collaborations just work. On paper, Rugby World and Marie Claire UK could not be more different but dig beneath the surface and you realise we share more than you would think, primarily a passion for telling you incredible stories. Ilona’s story is just that – one that inspires and empowers millions around the world and being able to share it through not only Rugby World but also Marie Claire UK is a testament to what both brands stand for.”

Ally Head, Senior Health & Sustainability Editor at Marie Claire UK added:

“A partnership between two seemingly polar opposite brands doesn’t happen often – but that’s the ‘Ilona Maher effect for you.’ The globally renowned star is the embodiment of what both our magazines stand for, and she’s showing women worldwide that it’s okay to be multifaceted and, more importantly, yourself. I couldn’t be prouder of this world-first editorial collaboration, showing the power of brands coming together.”

Visit marieclaire.co.uk and rugbyworld.com to read more about Ilona’s interviews.

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