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Spanx founder Sara Blakely’s $1 billion idea started with just $5,000 in savings and wanting to solve her own problem

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New business ideas can come from almost anywhere. Sara Blakely’s bright idea was behind her the whole time—literally. 

In 1998, the founder and former CEO of the women’s shapewear brand was working as a fax machine salesperson when she got the inspiration for Spanx. Her white pants had hung in her closet for eight months without wear because she couldn’t get the “smooth look” she wanted. Blakely, then in her mid-20s, wanted to wear something that wouldn’t show panty lines and came without the bulk of the classic girdle—so she cut the feet off control-top pantyhose. 

With that, Blakely had come up with the idea that would eventually make her a billionaire.

“I wanted my clothes to fit better, and so my own butt was the inspiration,” Blakely said during Fortune’s 2013 Most Powerful Women Summit. “I might be the only woman in the world grateful to my cellulite.”

Blakely had never taken a business class in her life, nor had she worked in fashion or retail—and she had only $5,000 to her name to invest in the business. A string of hosiery manufacturers turned Blakely’s initial pitch down. 

“They would always ask me the same three questions. They would say and you are? Sara Blakely. And you’re with? Sara Blakely. And you’re financially backed by? Sara Blakely,” she said. “They’d show me the door and say no, thank you.”

What made Blakely’s product take off? Self-assurance. 

“I’ve always trusted my gut through the journey,” Blakely said. “I think it’s very important to be authentic.”

Blakely’s big break at Neiman Marcus

While Blakely got a lot of initial nos on her idea that would ultimately transform women’s hosiery as we once knew it, it didn’t stop her from pitching one of the biggest names in fashion: Neiman Marcus. Blakely called her local Neiman Marcus store in Atlanta, where she was living at the time, and they redirected her to the company’s buying office in Dallas. 

“I’m Sara Blakely and into the product that’s going to change the way your customers wear clothes,” she told them on the phone. Neiman Marcus’ buying office said they’d give Blakely 10 minutes in person to pitch her idea if she’d fly herself there. 

Blakely was about five minutes into her pitch when she realized her idea wasn’t totally resonating with the buying representative, so she made a snap decision to model the product. She guided the buying rep to the bathroom, modeled her white pants with and without Spanx on—and in that moment, her concept was received. 

“She immediately [said], ‘Oh I get it. It’s brilliant—and I’m gonna put it in seven stores,” Blakley said during the Fortune interview. “It was unbelievable.”

The manufacturer who had finally agreed to make Spanx didn’t believe Blakely when she called him the news. In fact, he told Blakely he thought she was just going to “give these as Christmas gifts for the next five years,” she said. 

Growing the $1 billion Spanx empire

Ahead of Spanx’s 2000 launch at Neiman Marcus, Blakely called her friends who lived near the seven stores to get them to buy the product. She even offered to pay them back for purchasing the product.

“Right when I was running out of friends and money, Oprah called,” Blakely said. “She chose it as her favorite product of the year.”

In 2000, Oprah Winfrey added Spanx to her annual product roundup—and became a long-time fan of the brand. In the subsequent two decades, Oprah continued to champion the brand.

“Spanx really changed the way I wore clothes,” Oprah said on her show in 2006. “When Sara first came on The Oprah Show to tell us about her idea for Spanx, I knew it was brilliant. We’d all been cutting off our pantyhose for years! So from the moment I wore my first pair, they became a staple in my wardrobe.”

As Spanx continued to introduce new products including its comfort bra, “Bra-lleluja,” and slenderizing activewear, more celebrities including Gwyneth Paltrow, Katy Perry, Mindy Kaling, and Chrissy Teigen jumped on the bandwagon. What Blakely had been told was a “crazy idea” had blown up—and she made a co-branding deal with Target to develop a more affordable line of shapewear for the major retailer. In 2006, Assets by Sara Blakely launched at Target, and in the same year Oprah relinquished all wear of other panties, saying, “I only wear Spanx.”

Stick it to the man

When Blakely originally came up with the idea for Spanx, she realized that hosiery products were so uncomfortable because men were the ones who were making them. 

“It had never dawned on me as a consumer, but everybody making our shapewear and hosiery were men,” Blakely said in the Fortune interview. “The people making it were not wearing it—and if they were they were not admitting it.”

Men who ran manufacturing facilities were also the ones to first turn down Blakey’s business, which was valued at $1.2 billion as of late 2021. But Blakely didn’t outright disown men—instead, she launched products for them in 2010. She even brought a compression undershirt to the 2013 MPW Summit for Warren Buffett—the only man in the crowd—to try. 

“So far, I haven’t tried it on,” Buffett said. “I’m afraid I might be too dangerous with this group.”

A version of this story originally published on Fortune.com on February 27, 2024.

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Business leaders make their 2026 predictions for the Magnificent 7

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Good morning. What do business leaders predict next year for the Magnificent 7? They know all too well how Alphabet, Amazon, Apple, Meta, Microsoft, Nvidia and Tesla have delivered more than half of the S&P 500’s gains in recent years, setting a high bar for everyone else to clear. But things change: One minute, Alphabet is behind the curve on AI and then Google’s latest Gemini launch sparked a ‘Code Red’ from ChatGPT’s Sam Altman.

Earlier this week, while speaking with former Cisco CEO John Chambers about his tech predictions for the year ahead, our discussion turned to his outlook for the Magnificent 7. Having built Cisco from a router manufacturer to the world’s most valuable company in March 2000—and since nurtured a new generation of unicorns through JC2 Ventures—Chambers is a student of market shifts.

He believes 2026 will be a year of divergence within the Magnificent 7. “Two or three do real well, two or three do not do well at all and you have one or two in the middle,” he told me. “If I were betting on momentum today, I would bet Google (Alphabet), Microsoft and Nvidia. By the way, Google would not have made that list a year ago.”

I subsequently asked two dozen leaders at the Fortune Brainstorm AI conference and the Fortune CEO Initiative dinner in San Francisco for their views on the Mag 7. Alphabet was also the winner. The primary source of enthusiasm is Gemini 3, its latest AI model. Though as one CEO cautioned: “I’m more confident about the health of the business than the health of the stock.”

Microsoft and Nvidia were more of a toss-up for second among the leaders I polled. A Fortune 100 leader pointed out that Microsoft has “deep relationships in the enterprise and something tangible to offer in AI,” while an enterprise-tech leader pointed to its struggles with Copilot. As for Nvidia: “I’d rather be in Jensen’s seat than anywhere else,” said one AI founder.

The company that prompted most debate: Amazon. Some ranked it top as a growth bet for next year, saying it’s gaining on AI rivals; others said last, arguing it’s “not attracting top talent.”  Several were lukewarm for reasons ranging from recession fears to the Netflix-Warner Bros. deal. Meta also got a mixed prognosis, with one entrepreneur telling me “you can’t win with low morale.”

Apple and Tesla attracted the most pessimism. Several leaders pointed to the departure of key leaders at Apple, along with its mature product line and lack of visible leadership in AI. And the word cloud around Tesla included “China,” “distracted,” “policy risk,” “consumers,” and “Elon Musk.” Said one dinner attendee: “Go test drive a BYD.”

Contact CEO Daily via Diane Brady at diane.brady@fortune.com

Top news

The Fed’s jobs data fears

As expected, the Federal Reserve cut interest rates by 25 basis points on Wednesday, despite the biggest revolt among policy makers since 2019. In explaining the cut, Chair Jerome Powell suggested that federal jobs data could be inaccurate. Rather than adding 40,000 jobs a month since April, the U.S. could be losing 20,000 jobs a month. The Bureau of Labor Statistics’ so-called birth-death statistical model has a tendency to juice job numbers; the agency is revamping it in February, which may produce more accurate figures. 

What Powell should focus on

Meanwhile, Fed Chair Jerome Powell “risks the Fed’s inflation-fighting credibility” if he continues to primarily blame weak demand for the slowdown in hiring rather than AI,” according to a new analysis shared with Fortune by KPMG Chief Economist Diane Swonk. Cutting rates won’t help declining labor rates if AI and immigration are the true culprits, Swonk argues. 

Oracle’s reality check

The Fed decision had boosted markets Wednesday, but Oracle’s disappointing earnings served as a reality check, reigniting concerns about AI overspending. The cloud giant said its capital spending will hit $50 billion next year, up $15 billion from previous estimates, but it missed analysts’ targets for cloud sales and infrastructure business revenue. 

DeepMind x U.K. 

Google DeepMind, an AI lab, is partnering with the U.K. government to achieve breakthroughs in materials science and clean energy, including nuclear fusion, and to study the societal impacts of AI and ways to make AI decision-making more interpretable and safer. DeepMind will open its first automated research center in the U.K. in 2026 as part of the collaboration. 

Circle CEO praises Trump for embracing crypto

In this week’sepisode of Leadership Next, Circle CEO Jeremy Allaire credits the Trump administration with creating an “innovation-forward, technology-forward, entrepreneur-forward environment.” Allaire, once a kid who traded baseball cards, went from being a lone wolf in Washington to having one of the most influential IPOs of the year.

Disney nominates former Apple COO to board

Disney nominated Jeff Williams, the former Apple COO who retired last month after 27 years with the company, to its board of directors. In a press release, Disney praised Williams’ “leadership and unique experience at the intersection of technology, global operations, and product design.” Williams will stand for election at Disney’s 2026 annual shareholders meeting.

The markets

S&P 500 futures were down 0.57% this morning. The last session closed up 0.67%. STOXX Europe 600 was up 0.11% in early trading. The U.K.’s FTSE 100 was up 0.06% in early trading. Japan’s Nikkei 225 was down 0.9%. China’s CSI 300 was down 0.86%. The South Korea KOSPI was down 0.59%. India’s NIFTY 50 is up 0.55%. Bitcoin is down at $90K.

Around the watercooler

Rivian CEO says buying an EV isn’t a political choice, pointing out that R1 buyers are split evenly between Republicans and Democrats by Jason Ma

Walmart’s retiring CEO Doug McMillon spent 40 years climbing the ranks—he reveals the one thing he’s most looking forward to is a ‘blank calendar’ by Emma Burleigh

MacKenzie Scott’s $7 billion year: Philanthropist credits dentist and college roommate as inspirations for monumental giving by Sydney Lake

Netflix–Paramount bidding wars are pushing Warner Bros CEO David Zaslav toward billionaire status—he has one rule for success: ‘Never be outworked’ by Preston Fore

CEO Daily is compiled and edited by Joey Abrams, Claire Zillman and Lee Clifford.



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Student Beans made him a millionaire, a heart condition made this millennial founder rethink life

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Today, we meet James Eder, the 42-year-old cofounder of Student Beans (a discount coupon company targeting the college crowd), who is now a work-life coach splitting his time between London and the French Alps, and author of The Collision Code.

Eder was inspired to build Student Beans in 2005 after organising his university’s summer ball—a party for over 600 students where he was responsible for sponsorship. Seeing how much brands wanted access to students—and how much students loved a deal—sparked the idea.

“My calls to big brands led to me asking for samples and raffle prizes,” Eder recalls to Fortune. “Soon, my student hall bedroom was filled with condoms from Durex, Jelly Belly Jelly Beans, Coffee from Starbucks, Pot Noodles and Lush soaps that made it fragrant for months after.” 

At the same time, Eder was working as a brand manager for Yell, where he says he’d already worked with more than 30 brands. A business plan assignment in his degree became the perfect place to shape the concept.

So after graduating, he and his older brother—who worked at an investment bank and had his own side hustle, selling titanium power on Ebay—bootstrapped what became one of the U.K.’s defining student platforms, with a £3,000 loan. 

Over 15,000 students signed up to get exclusive discount vouchers from over 200 local businesses in its first year. By year three, Student Beans had 150,000 users. And today? It’s rebranded as Pion, works with over 3,500 brands from Gymshark to Uber, with over 5 million customers in more than 100 countries. 

While Eder still holds a 35% stake in the £30-million-a-year turnover company, he walked away from day-to-day operations 10 years ago to pursue another idea: A location-based rival to LinkedIn called Causr, where you’d be able to see professionals nearby and connect. 

But despite raising £500,000 and attracting 3,000 users, Eder’s second startup collapsed. A heart condition diagnosis forced him to rethink everything. 

Having a defibrillator implanted in his chest quietly reshaped how he approaches purpose, work, and the limited resource none of us get back: time.

Today, Eder spends up to half the year in Méribel. He skis most mornings, and is fresh off the launch of The Collision Code—his book, which hit No. 1 on Amazon’s “Most Gifted” list and has already raised more than £8,500 for heart-health charities.

Yet even with the mountain air and flexible schedule, he says the real “good life” is less about escape, and more about learning how to design a life you don’t need to run away from.

The finances

What’s been your best-ever investment?

The best investment I ever made was £400 on a three-day personal development programme called The Landmark Forum in 2009. A friend invited me to an introductory evening. I was sceptical, but I also knew I had nothing to lose. At the very least, I thought it would be three days of reflection, learning about myself and meeting new people.

But it helped me understand how I operate, why I behave the way I do and which beliefs were holding me back. It shifted how I showed up for myself and for others. It gave me the confidence to speak up, build meaningful relationships and say yes to opportunities that scared me. Everything I have done since, from founding companies to writing my book The Collision Code, traces back to the moment I decided to invest in myself.

Once I became a qualified coach, these stepping stones enabled me to design a life that means I live in the French Alps up to six months of the year, enjoying the mountain air and skiing whilst balancing my clients and health.

And the worst?

My second startup, Causr. I raised £150,000, registered for VAT (value added tax) and qualified for R&D tax credits, which brought the total investment closer to £200,000. I also invested three years of my life. We built an app for both Apple and Android and attracted around 3,000 users, but engagement was almost non-existent.  

I thought with the success behind me, having built Student Beans, I was so confident the world needed this and I could make this work. But I made the mistake of moving too fast. The moment the funding landed, I felt pressure to spend it and scale immediately. If I could go back, I would have continued testing, validating and learning with a much smaller audience before committing to a full build.

What are your living arrangements like?

I’m fortunate to spend time in between London, Kentish Town, in an old converted school with floor-to-ceiling windows, and a roof terrace that gets the sun for most of the day. I moved there when we relocated the Student Beans offices to Kentish Town and when I was there day-to-day it was just a ten-minute walking commute. 

For almost half the rest of the year I’ve chosen to live in the French Alps in a beautiful studio apartment just above Meribel Centre in one of the best and largest ski areas of the world, The Three Valleys. I first fell in love with the mountains, skiing in the same area at around four or five. When I was diagnosed with my heart condition, it was a dream to be able to go back there and make this happen. I feel like I’ve got the perfect balance of the buzz of London and having everything on my doorstep, then mountain escape.

What’s in your wallet?

I never carry any cash. I have two default bank cards I use: The Virgin Atlantic Credit card which affords me to travel regularly in premium and upperclass, or my Revolut, which offers such convenience for different currencies whilst travelling and a brilliant interface.

Do you invest in shares?

I used an advisor for a number of years, making sure I benefited from the ISA tax-free allowances (similar to a Roth IRA in the U.S.). The most fantastic thing I did was invest in a money coach. For the first time, I understood how it works, what a bull and bear market is, what a tracker fund is … I now manage my funds and use Vanguard and Interactive Investor to do the work. I also invest in premium bonds, which are also tax-free investments.

What personal finance advice would you give your 20-year-old self?

I would emphasise the importance of monthly contributions, however small and maximising the tax-free ISA allowances as much as possible.

What’s the one subscription you can’t live without?

My EasyJet Plus subscription. Due to most of my European travel being short-haul with the majority served by EasyJet, it’s a useful perk—priority security, speedy boarding, seat selection and extra handheld luggage.

What’s your most ridiculous ongoing expense?

I don’t have ridiculous ongoing expenses, but I make up for it with travel. Most of my outgoings are on destination travel and related expenses. My annual ski pass for those who don’t ski might be questionable.

Courtesy of James Eder

The Necessities 

How do you get your daily coffee fix?

I don’t drink coffee. I never got into it. My weakness is hot chocolate with cream, which I usually drink daily during the winter in the Alps, and it ranges in price from €5 to €10—so a habit of up to €40 a week.

What about eating on the go?

My go-to when I’m in the U.K. is PizzaExpress and Wagamama, reasonably priced and quick eats. I usually eat out three to four times a week. If I’m in town and in between meetings a Pret-A-Manger is a frequent destination. For meetings, I will often be at The Ivy, The Granary Square Brasserie in Kings Cross, The Wolseley or The Delaunay. Novikov or Sketch are also favourites.

Where do you buy groceries?

When I’m in London, I’ll grab food on the way home from being out—a stir fry, or salmon. In France, I do a weekly shop from Carrefour and feel like I have a better balanced diet as I have more time to spend planning and in the kitchen. It’s just a different way of living.

What’s a typical work outfit for you?

I’m usually in jeans from Citizens of Humanity with a shirt and a tailored jacket, polished but relaxed. Day-to-day, I’ve been leaning more casual and think Uniqlo is great for quality basics. I budget up to £1,000 a year on clothes and focus on things I’ll wear again and again.

The Treats  

Are you the proud owner of any tech gadgets?

My Apple Watch has been a game-changer. I originally got it with my Vitality Health Care insurance plan and it has helped me identify when I had a change in heart rhythm as well as give me more confidence in exercising.

The one gadget that I think would really improve the quality of my life is a kitchen robot. Of course, there are private chefs, but the idea of having something in my kitchen that can cook with anything is wild.

How do you unwind from the top job?

What’s your take on work-life balance at the top?

In the early days of Student Beans, I was definitely working for over 12 hours a day and felt like I was always on. That was the same at Causr. Since I’m now a coach and author, work ebbs and flows.

Some days I’m out first thing for a breakfast meeting, working through the day, having an interview, doing a photo shoot, a lunch appointment, writing content, speaking at an event, recording a podcast and out for dinner. My take on work-life balance is to reframe it as being about life and whether you’re enjoying it or not. 

How do you treat yourself when you get a promotion?

Because I have always worked for myself, promotions were never my milestone. Instead, I celebrated big moments like signing a major client, or raising investment. Those were the times I treated myself to something special. I love the art in my flat and choosing pieces that connect to a memory makes them even more meaningful. One of my favourites is an original limited edition Paul Kenton print of London and the Thames. 

How many days annual leave do you take a year?

Whenever I am in France, it naturally feels like a holiday even though I am working. On top of that, I actively take around three months each year to travel and explore.

Take us on holiday with you, where did you go this year?

When I go on the heart transplant list, I’ll need to be within four hours of Cambridge and the transplant hospital at all times, so it’s made me focus on making the most of travelling. 

I started 2025 in France, in March, visiting Tignes, another ski resort where I was a social host on European Snow Pride, a week-long gay festival. In April, I went to Gran Canaria for a few days. From there, I flew to Geneva and visited Meribel to get the keys to my new apartment, followed by a few days in Paris for my birthday. I spent a couple of weeks in Sardinia, including a sailing trip on a catamaran around Sardinia and Corsica. I then went to Wales for The Do Lectures, a few days of glamping with a community of over a hundred inspiring people. 



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Google DeepMind agrees to sweeping partnership with the U.K. government

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AI lab GoogleDeepMind announced a major new partnership with the U.K. government Wednesday, pledging to accelerate breakthroughs in materials science and clean energy, including nuclear fusion, as well as conducting joint research on the societal impacts of AI and on ways to make AI decision-making more interpretable and safer.

As part of the partnership, Google DeepMind said it would open its first automated research laboratory in the U.K. in 2026. That lab will focus on discovering advanced materials including superconductors that can carry electricity with zero resistance. The facility will be fully integrated with Google’s Gemini AI models. Gemini will serve as a kind of scientific brain for the lab, which will also use robotics to synthesize and characterize hundreds of materials per day, significantly accelerating the timeline for transformative discoveries.

The company will also work with the U.K. government and other U.K.-based scientists on trying to make breakthroughs in nuclear fusion, potentially paving the way for cheaper, cleaner energy. Fusion reactions should produce abundant power while producing little to no nuclear waste, but such reactions have proved to be very difficult to sustain or scale up.

Additionally, Google DeepMind is expanding its research alliance with the government-run U.K. AI Security Institute to explore methods for discovering how large language models and other complex neural network-based AI models arrive at decisions. The partnership will also involve joint research into the societal impacts of AI, such as the effect AI deployment is likely to have on the labor market and the impact increased use of AI chatbots may have on mental health.

British Prime Minister Keir Starmer said in a statement that the partnership would “make sure we harness developments in AI for public good so that everyone feels the benefits.”

“That means using AI to tackle everyday challenges like cutting energy bills thanks to cheaper, greener energy and making our public services more efficient so that taxpayers’ money is spent on what matters most to people,” Starmer said.

Google DeepMind cofounder and CEO Demis Hassabis said in a statement that AI has “incredible potential to drive a new era of scientific discovery and improve everyday life.”

As part of the partnership, British scientists will receive priority access to Google DeepMind’s advanced AI tools, including AlphaGenome for DNA sequencing; AlphaEvolve for designing algorithms; DeepMind’s WeatherNext weather forecasting models; and its new AI co-scientist, a multi-agent system that acts as a virtual research collaborator.

DeepMind was founded in London in 2010 and is still headquartered there; it was acquired by Google in 2014.

Gemini’s U.K. footprint expands

The collaboration also includes potential development of AI systems for education and government services. Google DeepMind will explore creating a version of Gemini tailored to England’s national curriculum to help teachers reduce administrative workloads. A pilot program in Northern Ireland showed that Gemini helped save teachers an average of 10 hours per week, according to the U.K. government.

For public services, the U.K. government’s AI Incubator team is trialing Extract, a Gemini-powered tool that converts old planning documents into digital data in 40 seconds, compared to the current two-hour process.

The expanded research partnership with the U.K. AI Security Institute will focus on three areas, the government and DeepMind said: developing techniques to monitor AI systems’ so-called “chain of thought”—the reasoning steps an AI model takes to arrive at an answer; studying the social and emotional impacts of AI systems; and exploring how AI will affect employment.

U.K. AISI currently tests the safety of frontier AI models, including those from Google DeepMind and a number of other AI labs, under voluntary agreements. But the new research collaboration could potentially raise concerns about whether the U.K. AISI will remain objective in its testing of its now-partner’s models.

In response to a question on this from Fortune, William Isaac, principal scientist and director of responsibility at Google DeepMind, did not directly address the issue of how the partnership might affect the U.K. AISI’s objectivity. But he said the new research agreement puts in place “a separate kind of relationship from other points of interaction.” He also said the new partnership was focused on “question on the horizon” rather than present models, and that the researchers would publish the results of their work for anyone to review.

Isaac said there is no financial or commercial exchange as part of the research partnership, with both sides contributing people and research resources.

“We’re excited to announce that we’re going to be deepening our partnership with the U.K. AISI to really focus on exploring, really the frontier research questions that we believe are going to be important for ensuring that we have safe and responsible development,” he said.

He said the partnership will produce publicly accessible research focused on foundational questions—such as how AI impacts jobs or how talking to chatbots effects mental health—rather than policy-specific recommendations, though the findings could influence how businesses and policymakers think about AI and how to regulate it.

“We want the research to be meaningful and provide insights,” Isaac said.

Isaac described the U.K. AISI as “the crown jewel of all of the safety institutes” globally and said deepening the partnership “sends a really strong signal” about the importance of engaging responsibly as AI systems become more widely adopted.

The partnership also includes expanded collaboration on AI-enhanced approaches to cybersecurity. This will include the U.K. government exploring the sue of tools like Big Sleep, an AI agent developed by Google that autonomously hunts for previously unknown “Zero Day” cybersecurity exploits, and CodeMender, another AI agent that can search for and then automatically patch security vulnerabilities in open source software.

British Technology Secretary Liz Kendall is visiting San Francisco this week to further the U.K.-U.S. Tech Prosperity Deal, which was agreed to during U.S. President Trump’s state visit to the U.K. in September. In November alone, the British government said the pact helped secure more than $32.4 billion of private investment committed to the U.K tech sector.

The Google-U.K. partnership builds on a £5 billion ($6.7 billion) investment commitment from Google made earlier this year to support U.K. AI infrastructure and research, and to help modernize government IT systems.

The British government also said collaboration supports its AI Opportunities Action Plan and its £137 million AI for Science Strategy, which aims to position the UK as a global leader in AI-driven research.



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