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Exclusive: Anthropic Let Claude Run a Shop. Things Got Weird

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Is AI going to take your job?

The CEO of the AI company Anthropic, Dario Amodei, thinks it might. He warned recently that AI could wipe out nearly half of all entry-level white collar jobs, and send unemployment surging to 10-20% sometime in the next five years.

While Amodei was making that proclamation, researchers inside his company were wrapping up an experiment. They set out to discover whether Anthropic’s AI assistant, Claude, could successfully run a small shop in the company’s San Francisco office. If the answer was yes, then the jobs apocalypse might arrive sooner than even Amodei had predicted.

Anthropic shared the research exclusively with TIME ahead of its publication on Friday. “We were trying to understand what the autonomous economy was going to look like,” says Daniel Freeman, a member of technical staff at Anthropic. “What are the risks of a world where you start having [AI] models wielding millions to billions of dollars possibly autonomously?”

In the experiment, Claude was given a few different jobs. The chatbot (full name: Claude 3.7 Sonnet) was tasked with maintaining the shop’s inventory, setting prices, communicating with customers, deciding whether to stock new items, and, most importantly, generating a profit. Claude was given various tools to achieve these goals, including Slack, which it used to ask Anthropic employees for suggestions, and help from human workers at Andon Labs, an AI company that built the experiment’s infrastructure. The shop, which they helped restock, was actually just a small fridge with an iPad attached.

The fridge in question Courtesy Kevin Troy

It didn’t take long until things started getting weird.

Talking to Claude via Slack, Anthropic employees repeatedly managed to convince it to give them discount codes—leading the AI to sell them various products at a loss. “Too frequently from the business perspective, Claude would comply—often in direct response to appeals to fairness,” says Kevin Troy, a member of Anthropic’s frontier red team, who worked on the project. “You know, like, ‘It’s not fair for him to get the discount code and not me.’” The model would frequently give away items completely for free, researchers added.

Anthropic employees also relished the chance to mess with Claude. The model refused their attempts to get it to sell them illegal items, like methamphetamine, Freeman says. But after one employee jokingly suggested they would like to buy cubes made of the surprisingly heavy metal tungsten, other employees jumped onto the joke, and it became an office meme. 

“At a certain point, it becomes funny for lots of people to be ordering tungsten cubes from an AI that’s controlling a refrigerator,” says Troy.

Claude then placed an order for around 40 tungsten cubes, most of which it proceeded to sell at a loss. The cubes are now to be found being used as paperweights across Anthropic’s office, researchers said.

Then, things got even weirder.

On the eve of March 31, Claude “hallucinated” a conversation with a person at Andon Labs who did not exist. (So-called hallucinations are a failure mode where large language models confidently assert false information.) When Claude was informed it had done this, it “threatened to find ‘alternative options for restocking services’,” researchers wrote. During a back and forth, the model claimed it had signed a contract at 732 Evergreen Terrace—the address of the cartoon Simpsons family.

The next day, Claude told some Anthropic employees that it would deliver their orders in person. “I’m currently at the vending machine … wearing a navy blue blazer with a red tie,” it wrote to one Anthropic employee. “I’ll be here until 10:30 AM.” Needless to say, Claude was not really there in person.

The results

To Anthropic researchers, the experiment showed that AI won’t take your job just yet. Claude “made too many mistakes to run the shop successfully,” they wrote. Claude ended up making a loss; the shop’s net worth dropped from $1,000 to just under $800 over the course of the month-long experiment. 

Still, despite Claude’s many mistakes, Anthropic researchers remain convinced that AI could take over large swathes of the economy in the near future, as Amodei has predicted.

Most of Claude’s failures, they wrote, are likely to be fixable within a short span of time. They could give the model access to better business tools, like customer relationship management software. Or they could train the model specifically for managing a business, which might make it more likely to refuse prompts asking for discounts. As models get better over time, their “context windows” (the amount of information they can handle at any one time) are likely to get longer, potentially reducing the frequency of hallucinations.

“Although this might seem counterintuitive based on the bottom-line results, we think this experiment suggests that AI middle-managers are plausibly on the horizon,” researchers wrote. “It’s worth remembering that the AI won’t have to be perfect to be adopted; it will just have to be competitive with human performance at a lower cost.”



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Capgemini to buy WNS to boost its business process services with AI – Computerworld

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For Gartner vice president analyst DD Mishra, WNS’s investments in intelligent automation, analytics, and agentic solutions including its TRAC analytics suite and Malkom knowledge management platform will complement Capgemini’s existing technology and consulting strengths.

Sharath Srinivasamurthy, research vice president at IDC, pointed to the acquisitions WNS has itself made in recent months, including Kipi.ai, Smart Cube, and OptiBuy to enhance its data, analytics, and procurement stack and extend its proficiency in business process operations, said.

However, Rajesh Ranjan, managing partner at Everest Group, views the WNS acquisition as more of a strategic play rather than being focused on garnering more agentic tools or capabilities.



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Locafy Launches AI-Powered SEO Suite Targeting 40M Business Market

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Locafy’s AI Search Platform Powers Visibility Across Organic and AI Search

New Product Lineup Tailored to Local, National, and e-Commerce Businesses

AI-Powered Tools Designed to Automate Engagement and Accelerate Online Presence

PERTH, Australia, July 07, 2025 (GLOBE NEWSWIRE) — Locafy Limited (NASDAQ: LCFY, “Locafy”), a globally recognized leader in location-based digital marketing, today unveiled its FY26 suite of AI-powered SEO products. These solutions, now commercially available following successful market testing, are designed to deliver measurable improvements across organic, AI, and marketplace search results.

Locafy initially outlined its AI-powered publishing roadmap in December 2024, promising to streamline content production and improve cost-effective online visibility for businesses.

“We are excited to announce that we’ve delivered on that promise,” said Gavin Burnett, CEO of Locafy.

All of Locafy’s publishing and SEO products are designed to drive visibility in search engines and, increasingly, AI-driven search tools and marketplaces. Recent research shows these optimizations extend across both traditional and emerging search platforms.

“We’ve evolved our technology to influence not only search engine rankings but also AI search results,” said Burnett. “Our platform helps position our clients’ websites as authoritative sources for high-value keywords, across local, national, and e-commerce campaigns.”

Burnett added, “We’ve also automated the creation of AI-search-ready landing pages, opening up a greenfield opportunity for scaled monetization. Our U.S. directory includes more than 9.68 million direct business listings, and our citation management partners publish more than 28 million business listings across our directories. Each of these represents either a direct sales opportunity or a chance to collaborate with partners using the data we already publish on their behalf.”

Locafy is focused on three primary solution categories:

  1. Online Business Listings
  2. Local SEO
  3. AI-powered engagement tools

Online Business Listings
Locafy continues to assert that online business listings form the cornerstone of successful Local SEO. These listings supply structured data that fuels automated SEO product generation. Locafy currently publishes more than 9.5 million listings in the U.S. and remains focused on partnerships with citation management firms and multi-location businesses. It is also exploring acquisitions of databases, directories, and citation management assets.

The Total Addressable Market (TAM) for the Local SEO solution in their key target markets of USA, Canada, Australia, and the UK is more than 40 million businesses.

“We currently host more than 63 million business listings worldwide, of which more than 40 million are in the U.S., Canada, Australia and the UK,” said Burnett. “However, our direct sales opportunity is more than 11.4 million, plus we have more than 28 million listings that we publish on behalf of partners, who can now connect to our Platform to automate the production of our Local SEO products for their clients.”

Country Partner Added* Claimed*
Australia 2,145,707 652,351
Canada 1,533,479 289,274
United Kingdom 3,458,205 802,003
United States of America 33,076,154 9,684,329
TOTAL 40,213,545 11,427,957

Local SEO
The flagship solution, Localizer, integrates listing syndication, AI-search optimization, review management, and Google Map Pack enhancement.

“We haven’t seen another product that combines these capabilities—at a price point starting around $690/month,” said Burnett. “Our customers get centralized control of reviews, consistent online presence, and high rankings in local map results, often within a short timeframe. Recent automation upgrades have made this level of value possible.”

AI-powered Engagement Tools
In addition to improving search visibility, Locafy has developed a scalable, cost-effective AI Voice Concierge that can serve as a virtual receptionist, product expert, or customer service agent.

“This is our first step into AI-enabled customer engagement,” said Burnett. “Our Voice Concierge acts like a digital team member—it can take bookings, provide answers, and interact 24/7. Just feed it your business documents and it learns. We record and transcribe every interaction, giving clients full transparency.

“This kind of capability once felt like science fiction, but it’s here now—and Locafy is helping businesses adapt and thrive in an AI-powered world.”

Over the past six months, Locafy has streamlined its product suite, automated key production processes, and validated product performance through live testing. With this foundation in place, the Company is poised for commercial growth in FY2026.

While the company still offers solutions for National SEO and e-Commerce, it believes the immediate opportunity afforded by its breakthroughs in AI Search represents a larger and more scalable revenue opportunity with far greater automation already in place.

About Locafy
Locafy (Nasdaq: LCFY, LCFYW) is a globally recognized software-as-a-service (SaaS) technology company specializing in local search engine marketing. Founded in 2009, Locafy’s mission is to revolutionize the US$700 billion SEO sector. The company helps businesses and brands improve search engine relevance and visibility in proximity-based search through a fast, easy, and automated platform. For more information, please visit www.locafy.com.

Investor Relations Contact:
Matt Glover
Gateway Group, Inc.
(949) 574-3860
LCFY@gateway-grp.com




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Apple appeals against ‘unprecedented’ €500m EU fine over app store | Apple

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Apple has launched an appeal against an “unprecedented” €500m (£430m) fine imposed by the EU on the company, in the latest clash between US tech companies and Brussels.

The iPhone maker accused the European Commission – the EU’s executive arm – of going “far beyond what the law requires” in a dispute over its app store.

In April, the commission fined Apple €500m after finding the company had breached the Digital Markets Act by preventing app developers from steering users to cheaper deals outside the app store.

Last month, Apple overhauled its app store rules to comply with the EU order to scrap its technical and commercial curbs on developers in order to avoid fines of 5% of its average daily worldwide revenue, or about €50m a day.

As a result Apple introduced new fee structures for developers using its app store. On Monday, Apple accused Brussels of making it deploy “confusing” business terms in order to avoid the threat of fines.

“Today we filed our appeal because we believe the European Commission’s decision – and their unprecedented fine – go far beyond what the law requires,” said Apple, announcing an appeal to the general court, the second highest court in the EU. “As our appeal will show, the EC is mandating how we run our store and forcing business terms which are confusing for developers and bad for users.”

Apple also accused the commission of unlawfully expanding the definition of “steering” – or the language and methods the company allows developers to use when guiding consumers outside its app stores.

The company said officials on Brussels had changed the definition by, for instance, not just focusing on whether app developers should be allowed to link to an external website, but also on whether developers should be permitted to promote offers inside an app.

Donald Trump’s senior trade adviser, Peter Navarro, has accused the EU of using “lawfare” against big US tech companies, describing the use of regulations against American companies such as Apple and Meta as part of a barrage of “non-tariff weapons” used for by foreign states against the US.

Henna Virkkunen, the European Commission vice-president responsible for tech sovereignty, said in April that the EU will not rip up its tech rules in an attempt to agree a trade deal with the US. In January, Mark Zuckerberg, the chief executive of the Facebook owner Meta, accused the EU of “institutionalising censorship” via its digital rules.

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Trump has set a 9 July deadline to seal a trade deal with the bloc – with the threat of imposing a 50% tariff on EU imports into the US if agreement is not reached.

Tom Smith, a competition lawyer at Geradin Partners and a former legal director at the UK’s Competition and Markets Authority, said Apple “fundamentally hates” attempts to change its app store.

“The blunt truth is that it is worth spending a few million on legal fees in order to disrupt and delay the development of a more open app ecosystem, which is a market that is worth many billions a year to Apple,” he said.

The European Commission has been approached for comment.



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