With great opportunity comes great risk. An AI breakout, a £350m lesson, and what retailers must do to defend themselves.

What makes a great founder? In this blog we explore answers to the question we get asked the most.

The AI subsidy will end. Your architecture decides whether that matters.

As part of Q5's final event in their "What's Next" series with Prospect Magazine, our Executive Chair and Co-founder took part in a panel exploring the future of leadership, humanity and power in AI-driven world.

The five themes from this year's NRF that we believe matter the most.

Experiments in Agentic commerce: implications for customers, brands and retailers.

VC's latest blog by Amai Ganjam dives into how neurodiversity is no longer a niche consideration in tech — it’s a rapidly growing movement that’s reshaping how products are built and experienced.

Camille Templé explores the next wave of growth and opportunity in the creator economy, and why now is the pivotal moment to build tools and infrastructure for creators.

Why does AI empower individuals but stumble when scaling across organisations? In our third blog on Large Language Models, Advisory Principal George Brain unpacks what MIT calls the "GenAI divide."

This is the latest blog in our series on key risks associated with LLMs and how to overcome them. Here we unpack the potential issues that arise when used to power consumer-facing features/applications without sufficient guardrails and a handful of simple strategies to prevent them.

In our latest blog, Joe Seager-Dupuy dives into the consequences of increased AI adoption and how the shift from scarce human attention to tireless AI agents will redefine Internet commerce.

This blog is co-authored by our own Kasia Cheng and Hanna Villa from Vorwerk Ventures, sharing perspectives on consumer health.Everyone’s trying to build the “Function Health of Europe” — but should they? In the U.S., Function Health cracked the code by making preventative care desirable, a subscription that feels more like a lifestyle brand than a medical service. The European opportunity looks very different.

Our latest blog unpacks the common issue of Large Language Models and their tendency to hallucinate. Advisory Analyst Cara Hogg explores what they are, why they happen and offers practical strategies for working around them.

Molly Walsh explores the acceleration of stablecoins, why they matter now and their potential for retailers and global brands.

Consumer sector is experiencing a resurgence, and at the heart of the revival is AI. For investors, the convergence of profound consumer trends and the inflection point of AI-led innovation presents a unique opportunity to build massive value pools, reshape industries, and back the next generation of category-defining companies.Here’s why we at True are excited about the next few years.

Meta’s recent decision to suspend third-party fact-checking in the US marks a major shift in how online content is governed. Replacing it with a community-led model introduces both opportunities and challenges for brands navigating an increasingly fragmented and volatile digital landscape. Noa's blog explores what Meta’s policy shift means for brands, consumers and the future of content governance.

AI agents, inspired by the viral HustleGPT movement back in 2022, are opening up bold new possibilities for retail. This piece explores how autonomous brands—powered by AI—could reimagine how retail businesses operate, scale and grow. It's a glimpse into the future where innovation isn't just about what companies offer, but how they're built from the ground up to work smarter, faster and better.

New US tariffs are set to squeeze UK retail margins. We outline the tech that can help retailers respond fast—cutting landed costs, refining pricing and making smarter inventory calls. In a volatile landscape, these tools offer a clear edge in protecting margin and staying resilient.

AI Agents show promise but face adoption challenges, with success likely first in simple, routine tasks where downsides are minimal compared to the hassle of doing it yourself. Joe's blog explores the spectrum from AI Assistants to true Agents, examining when consumers will trust AI to act independently rather than just assist.

Innovation analyst, Noam Silva, explores how sustainability in retail faces a critical paradox. While 80% of consumers claim they'll pay more for sustainable products, their purchasing decisions tell a different story. As businesses navigate climate commitments and greenwashing concerns, economic pressures threaten to overshadow sustainability initiatives. Yet the path forward is clear: companies must transform their environmental efforts into measurable business value.