Codes of Culture | Issue 62
If AI models get closer to consciousness, how should we treat them?
The more the time passes the more I realise it is quite clear that AI tools across creative industries like fashion, beauty and music, are not only getting smarter but also more human-focused, and way more accessible. It’s not just about bigger tech; it’s about deeper ethical questions and sharper experiences.
This week Anthropic is exploring how to better care for AI models, DeepMind is expanding access to its music creation tools, AI is quietly reshaping how beauty products are developed, e.l.f. Beauty is using gaming to teach financial skills developed by one of our own members Karta, and Phia is launching to help make shopping decisions smarter with AI.
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📖 In this week’s issue-
DeepMind expands Music AI Sandbox with new features and broader access
AI is quietly revolutionizing the way beauty products are developed and brought to market
e.l.f. Beauty launches financial literacy game on Roblox with Karta
Phia launches as AI-powered shopping assistant for smarter buying decisions
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1. Anthropic launches research into AI model welfare
What's Happening: Anthropic has initiated a research program to explore whether advanced AI systems might require moral consideration, joining many examining AI consciousness and welfare.
TLDR:
Anthropic's new initiative investigates signs of distress or preferences in AI models.
The program intersects with existing efforts in alignment, safeguards, and interpretability.
The field lacks consensus on AI consciousness, but interest is growing.
Anthropic aims to approach the topic cautiously, adapting as the field evolves.
Other organisations, like Conscium, have also launched initiatives to study AI consciousness and welfare.
Academic institutions, including the University of Sussex and Uppsala University, are researching consciousness in AI.
Why it matters: The question of how conscious AI could become — and whether it might eventually pose a threat to humanity — continues to surface. As AI systems grow more advanced, concerns about their potential consciousness and the ethical implications are gaining momentum. Research by Anthropic and other organizations reflects a broader awareness of AI's moral status. Understanding whether AI can experience distress or hold preferences is crucial for shaping ethical guidelines and ensuring responsible AI development.
2. DeepMind expands Music AI Sandbox with new features and broader access
What's Happening: Google DeepMind has upgraded its Music AI Sandbox, rolling out new creation and editing features alongside the advanced Lyria 2 model, and expanding access to more professional musicians across the U.S.
TLDR:
Music AI Sandbox now offers three core features: Create, Extend, and Edit.
Musicians can use text prompts to generate tracks, extend musical ideas, or transform clips.
The tools are powered by the upgraded Lyria 2 model, delivering higher-fidelity, professional-grade audio generation.
DeepMind also introduced Lyria RealTime, enabling real-time music creation and style blending.
The platform is now available to more musicians, songwriters, and producers in the U.S. for testing and feedback.
The initiative aims to position AI as a collaborative partner rather than a novelty tool or replacement.
Why it matters: DeepMind’s upgrades signal a serious push to make AI a trusted co-creator for musicians, not just an experimental toy. By offering professional-quality tools and real-time interaction through Lyria RealTime, DeepMind is reshaping how artists think about integrating AI into their creative processes. As the broader music industry still questions the role of AI, platforms like Music AI Sandbox could help normalize collaboration between artists and machines — opening up new creative frontiers while respecting the importance of human artistry.
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3. AI is quietly revolutionizing the way beauty products are developed and brought to market
What's Happening: Artificial intelligence is becoming a central part of how beauty products are created, used not just for efficiency but also to meet rising expectations for personalisation, sustainability, and compliance.
TLDR:
Generative AI models are used to simulate chemical interactions and suggest new formulations
Product development timelines are shrinking as AI handles data analysis that would take humans months
AI helps predict product effectiveness and customer satisfaction before physical prototypes are made
Brands use AI to navigate a complex and shifting landscape of cosmetic regulations globally
Lifecycle analysis tools powered by AI allow for more environmentally responsible production
Experts still play a critical role in overseeing AI outcomes, ensuring results are safe and meaningful
Why it matters: The beauty industry is no longer relying solely on trend forecasting and traditional R&D cycles. AI is enabling companies to innovate with more intention—developing products that are scientifically backed, legally compliant, and tailored to customer needs. At the same time, it allows brands to minimize waste and stay ahead of regulatory pressures. This shift marks a new chapter in how cosmetics are conceived and produced, where speed and science go hand in hand with ethics and customization.
4. e.l.f. Beauty launches financial literacy game on Roblox with Karta
What’s Happening: Future+ Member Karta Game has partnered with e.l.f. Beauty for the launch a financial literacy game on Roblox, the first on of the kind. The new experience, “Fortune Island: Earn Learn Flex,” was developed in partnership with fintech company Chime and created by metaverse studio Karta.
TLDR:
e.l.f. Beauty debuts “Fortune Island” on Roblox, a game focused on teaching financial literacy.
The initiative is in collaboration with Chime, the most downloaded banking app in the U.S.
The game covers four stages of financial growth, from basic budgeting to long-term investing.
It aims to boost money confidence among Gen Z, a group facing high financial stress using storytelling, gameplay, and social interaction to help them learn financial skills.
This follows the success of e.l.f. UP!, another Roblox experience focused on entrepreneurship, with received over 22 million lifetime visits.
Why It Matters: Young people today are eager to achieve financial independence but often lack the tools or confidence to get there. Research shows many in Gen Z struggle with money management and feel ill-equipped to plan for their future. By launching a financial education game on Roblox—where millions of Gen Z users spend time—e.l.f. is filling a key gap. The game uses engaging storylines and familiar gameplay to teach real-life money skills in a way that’s fun and non-intimidating. For e.l.f., it’s also a way to deepen brand loyalty by showing up authentically in the digital spaces Gen Z calls home.
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5. Phia launches as AI-powered shopping assistant for smarter buying decisions
What’s Happening: Phoebe Gates and Sophia Kianni, have launched Phia, a free iOS and Chrome extension that helps users compare prices across retail and secondhand platforms.
TLDR:
Phia is a price-checking tool for new and secondhand fashion items using AI to analyse over 250 million items across 40,000+ sites.
Users can instantly see if an item is overpriced, fair, or a good deal.
The app works with resale platforms like ThredUp, The RealReal, eBay, and more.
Personalised insights are based on shopping behavior, size, and preferences.
Backed by investors like Kris Jenner and Desiree Gruber.
Why It Matters: In a landscape where online shopping often feels like a maze of options and prices, Phia cuts through the clutter. By delivering real-time, personalized price insights, it empowers users to make more informed, budget-conscious, and sustainable choices. It’s a timely tool for fashion lovers looking to shop smarter without the hours of scrolling.
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Disclaimer: Information in this newsletter is only for the purpose of sharing knowledge, news and insights.