A viral thread showed a user tricking a United Airlines AI bot using prompt injection to bypass its programming. This highlights a new brand vulnerability where organized groups could coordinate attacks to disable or manipulate a company's customer-facing AI, turning a cost-saving tool into a PR crisis.

When facing a significant customer service issue with a brand you care about, bypass standard channels and email the founder or CEO. Frame your feedback constructively. High-level leaders are often disconnected from front-line issues and appreciate direct, actionable feedback, leading to white-glove service and a faster, more favorable resolution.

Receiving negative or controversial feedback on social media indicates your work is opinionated and differentiated enough to provoke a reaction. Rather than a failure, this is a sign of market impact and having a distinct point of view.

Deliveroo's 'missed call from mom' notification on Mother's Day was intended to be delightful but caused pain for users who had lost their mothers. This highlights a critical risk: what is joyful for one user segment can be deeply upsetting for another. Delight initiatives must be vetted for inclusivity.

Features designed for delight, like AI summaries, can become deeply upsetting in sensitive situations such as breakups or grief. Product teams must rigorously test for these emotional corner cases to avoid causing significant user harm and brand damage, as seen with Apple and WhatsApp.

Duolingo CEO's internal memo prioritizing AI over hiring sparked a public backlash. The company then paused its popular social media to cool down, which directly led to a slowdown in daily active user growth. This shows how internal corporate communications, when leaked, can directly damage external consumer-facing metrics.

The risk of a malicious deepfake video targeting an executive is high enough that it requires a formal protocol in your crisis communications plan. This plan should detail contacts at social platforms and outline the immediate response to mitigate reputational damage.

When products offer too many configurations, it often signals that leaders lack the conviction to make a decision. This fear of being wrong creates a confusing user experience. It's better to ship a simple, opinionated product, learn from being wrong, and then adjust, rather than shipping a convoluted experience.

The founders of Stamped emailed Scooter Braun, Justin Bieber's manager, pretending they'd be in LA the next day for a meeting. When he unexpectedly agreed, they immediately booked flights, pitched him, and successfully got Bieber to use their app, demonstrating the power of intense urgency.