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Why Tiger Woods, Tom Brady and others are joining in on the NFT craze

Tiger Woods is the latest to sell digital collectibles as NFTs. But how much are they going for nowadays? We’ll explain.

You’ve probably heard about NFTs, short for nonfungible tokens. But what exactly are they? It’s a new type of digital asset similar to cryptocurrency that can cost you a lot of money. The craze began in 2017, and since then, Twitter’s Jack Dorsey, rock legends Kings of Leon and even Tiger Woods have sold NFTs for a pretty penny (more below).

But what exactly are you buying when you purchase an NFT? It’s not a collectible that you can keep in your dresser drawer, like Pokemon cards, a comic book or paintings. They’re entirely digital and are tied to almost anything — a video highlight, a meme or even a tweet.

If this doesn’t make much sense to you, well you’re not alone.

In short, NFTs offer a blockchain-created certificate of authenticity for a digital asset or piece of art. The interest has created a digital market that boasted $250 million in sales in 2020, with NFTs reaching new levels of hype from Visa, Warner Music Group and Nike. Even toilet paper companies are in on the latest cryptocurrency wave. Still confused? We’ll break down what NFTs really are, how much they cost and how you can get in on the latest bidding wars.

What’s an NFT?

This is the part that takes a bit of open-mindedness. An NFT is a unique digital token, with most using the Ethereum blockchain to digitally record transactions. It’s not a cryptocurrency like Bitcoin or Ethereum, because those are fungible — exchangeable for another Bitcoin or cash. NFTs are recorded in a digital ledger in the same way as cryptocurrency, so there’s a listing of who owns each one.

What makes an NFT unique is the digital asset tied to the token. This can be an image, video, tweet or piece of music that’s uploaded to a marketplace, which creates the NFT to be sold.

Do I own the asset if I own an NFT?

Nope.

That’s the real kicker to understanding the whole concept. The person who buys the NFT doesn’t own the actual asset.

«NFTs challenge the idea of ownership: digital files can be reproduced infinitely and you do not (usually) buy the copyright or a license when purchasing an NFT,» said Jeffrey Thompson, associate professor at the Stevens Institute of Technology in Hoboken, New Jersey.

For example, the creator of the Nyan Cat meme sold an NFT of it for $590,000. The person who bought the token owns the token, but doesn’t actually own the meme. That still belongs to the creator, who held onto intellectual and creative rights.

What the owner of the token has is a record and a hash code showing ownership of the unique token associated with the particular digital asset. People might download Nyan Cat and use it on social media if they want, but they won’t own the token. This also means they can’t sell the token as the owner can.

Why are NFTs so expensive?

As with physical collectibles such as Beanie Babies, baseball cards and toys, there’s a market for NFTs. The buyers tend to be tech-savvy individuals who understand the idea of wanting to purchase digital goods and likely made a killing this past year with cryptocurrencies. Ethereum, for example, went from just over $100 last March to a current price of about $3,400. In some cases, buyers are just flexing their digital wallets to show off how much crypto they have, but for others, there’s a deeper interest.

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«Specifically for art-related NFTs, there is a huge surge in demand due to their novelty and creativity of early artists,» Jason Lau, chief operating officer of crypto exchange OKCoin, said in an email. «Whether it’s a physical work with an attached NFT (think of it as a digital autograph and proof of veracity), or an entirely digital work (where the NFT is the art), this new medium is opening new ways for collectors and artists to explore their relationship with the artwork itself.»

It’s also great for the artists, says Lau. By selling digital art directly to those interested, an artist can begin monetizing work without having to try to sell it in a gallery.

What kind of NFTs can I buy?

NFTs can be tied to any digital asset. Anything you see online can be an NFT — music, social media posts, clip art and more. Today, Sorare released its «Super Rare» Lionel Messi digital trading card that’s currently bidding at €29,992.75, equivalating to over $35,000. Sorare also announced that it raised $680 million for its next-level sports fantasy game. The funding is currently led by SoftBank.

And today, Tiger Woods will sell thousands of digital collectibles on Autograph on the DraftKings marketplace. The second collection will launch on Sept. 28. Autograph is co-founded by Tom Brady, another athlete in the NFT market.

But NFTs are going far beyond sports. Recently, Fortune gave its readers a chance to get in on the NFT craze. The company sold 256 copies of the limited edition cover from the graphic artist Pplpleasr for Fortune’s August/September magazine on OpenSea. The copies sold out within five minutes starting at $1 Etherum (estimated $3,000). But the NFTs were available for resale at three times the cost.

And in August, a clip art of a rock, better known as Ether Rock, was sold for $400,000 Etherum (estimated $1.3 million). Two weeks ago, it was valued at $97,716. And in August, Visa announced its NFT CryptoPunks purchase for $150,000 in Ethereum. The financial corporation believes that NFTs play a big role in the «future of retail, social media, entertainment, and commerce.» And Vine’s co-creator, Dom Hoffman, is reportedly inventing a new way to gamify NFTs with his fantasy gaming console, Supdive.

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As the hype for NFTs grows, expect more digital assets to come up for sale and bring in some big money.

Where can I buy or sell an NFT?

While you may not want to jump right in bidding six figures, there are multiple NFT marketplaces out there to check out, with Opensea being the biggest. Buyers can search for art, domain names and random collectibles to bid on without having to break the bank. And Woods’ digital collection is one of the many NFT collections available on DraftKings marketplace, including Tony Hawk’s collection.

On the other hand, if you want to sell an NFT of your art, you can use NFTify, the Shopify NFT store, to sell NFTs without creating your own store. You’ll also need a MetaMask account to get going. And Burberry recently announced a partnership with Mythical Games to gamify buying, selling and collecting toys as NFTs through the Blankos Block Party game. CNET’s own Chris Parker also made a step-by-step guide on how to make and sell your own NFT, in the video below.

What are the downsides of NFTs?

A drawback is the hundreds of dollars in fees required to create an NFT. If you’re making your own token on the Ethereum blockchain, you need to use some Ethereum, which as mentioned earlier is kind of pricey. Then after you make an NFT, there’s a «gas» fee that pays for the work that goes into handling the transaction and that’s also based on the price of Ethereum. Marketplaces simplify the process by handling everything for a fee when an NFT is sold.

There’s also an environmental cost. Like Bitcoin, Ethereum requires computers to handle the computations, known as «mining,» and those computer tasks require a lot of energy. An analysis from Cambridge University found that mining for Bitcoin consumed more energy than the entire country of Argentina. Ethereum is second to Bitcoin in popularity, and its power consumption is on the rise and comparable to the amount of energy used by Libya.

Technologies

Watch Out, Meta. I Tried Alibaba’s Qwen Smart Glasses and They’re Mega Impressive

These AI-focused smart glasses are available now in China but will roll out internationally later this year.

Mobile World Congress in Barcelona might be a European tech show, but for the past few years, the event has largely been dominated by Chinese phone companies such as Xiaomi and Honor. This year, they were joined by tech giant Alibaba, which launched its Qwen smart glasses at the show — and having tried them, all I have to say is, Meta should watch its back.

The Qwen glasses are among the first wearable devices Alibaba is building on top of its Qwen AI family of large language models, and the company brought two different models to the MWC. 

The first pair, the Qwen S1 specs, have a heads-up waveguide display etched into the lenses, and serve as a rival to Meta’s Ray-Ban Display model (minus the gesture control). My first impression of these AR glasses was that they were light and comfortable to wear — I wouldn’t have known that they were smart glasses by their weight alone. At the end of each arm are swappable batteries, which snap off easily so you can keep the glasses running for longer when you’re on the go.

I activated the glasses with the phrase «Hey Qwennie,» which it picked up with its five microphones. I then asked it to complete a range of basic tasks, including asking the device to take a photo and to tell me what I was looking at when I held a photo of Barcelona’s Sagrada Familia in front of my face.

I could see a miniature version of the photo I captured in the green display, and the glasses were able to answer my architectural query both by displaying text in the heads-up display and through the bone conduction built into the arms of the S1. Perhaps my favorite feature, though, was the turn-by-turn directions. This feature felt like it could become essential for navigating a busy city, and far more convenient than using a phone or smartwatch.

I also tried out the teleprompter feature, which scrolled as I read out loud from the text appearing on the display but must confess I didn’t find it quite as easy to follow as a similar demo I tried earlier in the week on the MemoMind One glasses. With the Qwen booth assistant talking to me in Chinese, I was able to see and hear the English translation of her words on the display and in my ear simultaneously, although there was enough of a delay to prevent our communication from being entirely smooth.

The second pair of glasses Alibaba brought to the show were the Qwen G1 glasses, which lack the heads-up display present on the S1, but otherwise offer pretty much the same features thanks to the microphones, cameras and bone-conduction.

On the whole, I was impressed by the look, feel, sound quality and capabilities of these glasses, which for many people might be their first introduction to Alibaba’s Qwen AI (by way of the Qwen App, which is integrated with the specs). In China, where preorders for the glasses are already live, people wearing the glasses will be able to complete tasks such as ordering food or hailing a cab completely hands free.

Alibaba said pricing for the G1 glasses will start at around $275 (for comparison, Meta’s Ray-Ban Gen 2 glasses cost $379), but didn’t say how much the more advanced S1 glasses will cost. Official sales in China will commence on March 8, with Alibaba promising an international rollout featuring integration with popular global services scheduled for an unspecified date later in 2026.

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Technologies

Softness and Brightness Blend to Stunning Effect in TCL’s Nxtpaper AMOLED Phone Display

An anti-glare screen that’s still radiant and vivid? Sign me up.

I’ve always been impressed with TCL’s easy-to-read Nxtpaper technology. Sitting somewhere between E Ink and a more traditional screen with built-in anti-glare tech, there’s a softness both to the look and feel of a Nxtpaper display that makes it a real pleasure to use.

But if I were asked whether I’d be happy to replace my regular phone with one that had an LCD Nxtpaper display, the answer has always been no, for one simple reason: brightness. The vivid colors that we’re accustomed to on most phones screens tend to look dull on Nxtpaper, and I just wouldn’t be willing to compromise on radiance, in spite of the many good qualities Nxtpaper brings to the table.

Until now, that is. Among the cool phones and weird tech on display at Mobile World Congress 2026, I saw a Nxtpaper phone that might have changed my perspective. TCL showed off an upgraded AMOLED version of Nxtpaper stopped me in my tracks. It blended the luminosity of AMOLED and the softness of Nxtpaper to stunning effect, in a way that would genuinely make me reconsider my stance on owning a Nxtpaper phone.

The screen offers 3,200 nits of brightness, and has a circular polarization rate of 90%, which means it closely resembles natural light. TCL has managed to reduce blue light emission as low as 2.9%, and the display dynamically adjusts brightness and color temperature in tune with the body’s natural circadian rhythms.

The one drawback I can see for using Nxtpaper on a phone screen is that it might not be ideal for taking, viewing and editing photos. In my brief demo at MWC, I took a selfie and noticed the colors didn’t look especially true to life. But it’s important to note that TCL is still developing this technology, so it remains a work in progress and my brief time using it likely won’t be an accurate reflection of a final product.

In all, this is real leap forward for Nxtpaper. Although TCL hasn’t announced any devices featuring the technology yet, it likely will do in due course. I’d personally like to see it on a laptop — as I spend all day staring at my screen both reading and writing, it seems like the perfect application of this tech. I can’t wait to see where it ends up.

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AI Data Centers: What to Know About Their Water and Energy Use

OpenAI’s Sam Altman says AI’s water concerns are «totally fake.» The truth about AI’s impact on natural resources is more complicated.

When people find out I’m a journalist who covers AI, they often ask about the drastic energy consumption of AI data centers. Are these centers using up all of our drinking water? How is this tech affecting the environment? Is AI going to kill us all? The questions range from curious to downright dystopian. 

Sam Altman, the CEO of OpenAI, recently faced criticism after calling some of these concerns, particularly those around water, «totally fake.» It all stems from a Q&A session hosted by The Indian Express newspaper. Around the 26-minute mark of the interview, Altman was asked to defend certain criticisms of AI, including the amount of natural resources it takes to power large language models like ChatGPT. 

Altman responded, «(criticism of AI for overuse of) water is totally fake,» saying that while extreme water use «used to be true,» OpenAI no longer does evaporative cooling. He said estimates that 17 gallons of water are used for every chatbot query are no longer accurate. 

«This is completely untrue and totally insane, [and has] no connection to reality,» he said. He then goes on to address AI energy consumption, calling the concerns «fair» but arguing that it should be evaluated as a whole, not per query, since some queries, like videos, are more intensive to generate than text conversations. (Disclosure: Ziff Davis, CNET’s parent company, in 2025 filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.)

Still, Altman says, «we need to move toward nuclear or wind and solar (power) very quickly.»

Questions involving data centers and water are complicated.

Do AI data centers strain land and power systems?

Altman’s remarks come amid timely, ongoing debates over data centers and their energy use. 

CNET’s Corin Cesaric dove into the issue of AI’s energy use last year and found the cost of training and running ChatGPT, Gemini, Claude and other generative AI tools to be «staggering.» The US accounted for the largest share (45%) of global data center electricity consumption in 2024, according to the International Energy Agency

As for water: Two Google data centers in Council Bluffs, Iowa, alone used 1.4 billion gallons of water in 2024, enough to fill about 28 million standard bathtubs. Google has 29 data centers worldwide. Meta’s data centers also accounted for about 1.39 billion gallons of water used in 2023. 

While we don’t currently have statistics from OpenAI, Meta, or Google on their natural resource consumption in 2025, it’s safe to bet that data center energy and water use will rise as more people use generative AI. 

How do AI data centers use water?

Considering ChatGPT now has close to 1 billion weekly users, and OpenAI has estimated that it handles close to 2.5 billion prompts every day, that’s an astronomical amount of data to manage. And because of this demand, the powerful computers that train the AI models and process their prompts get extremely hot. Think of how your phone and laptop heat up when running demanding tasks. If servers overheat, they can slow down or become damaged. This is where water comes in. 

Traditionally, water in AI data centers is used in two ways: evaporative cooling (consuming water) and closed-loop systems (recirculating water). 

Evaporative cooling is a ventilation technique that uses the natural process of evaporation to convert liquid water into water vapor, which absorbs heat during the process. Closed-loop cooling is a more resource-efficient process that reuses the water to dissipate heat without evaporation or consumption. 

OpenAI said in a January announcement that it is «prioritizing closed-loop or low-water cooling systems» to minimize water use. This does lend credence to Altman’s recent claims that OpenAI’s water use is not as high as the 17 gallons per query estimate, but we don’t yet have exact figures for OpenAI’s 2025 water use. 

OpenAI says it is moving away from the more costly evaporative cooling systems. However, 56% of data centers still use this method in some form over closed-loop systems, according to a January 2026 report from global water technology company Xylem and market research firm Global Water Intelligence. The research anticipates that AI water consumption will spike nearly 130% by 2050. 

How much energy does AI use?

Powering AI and these massive data centers is demanding. 

Generative AI chatbots use more energy than traditional search engines like Google or Bing. One estimate calculated that a single chatbot query requires 10 times more electricity than a Google search. On average, a single text query takes about 0.24 to 3 watt-hours, but AI-generated videos and images require much more electricity. 

An August 2025 report from Google details Gemini’s energy use. The report states «the median Gemini Apps text prompt uses 0.24 watt-hours (Wh) of energy, emits 0.03 grams of carbon dioxide equivalent (gCO2e) and consumes 0.26 milliliters (or about five drops) of water.» Google equates this energy consumption to powering a microwave for 9 seconds. 

Is solar a valid alternative?

Even though AI models require 24/7 power, solar energy is a viable and scalable option for powering AI data centers. 

OpenAI announced a multi-billion-dollar venturein October 2025 to explore new energy generation with solar and battery storage. Meta, Microsoft, Google and Amazon all expanded their solar power use across the US in 2025. 

While renewable solutions could be the path forward, solar (or wind) energy is still only part of the mix of energy generation used by data centers. They generally rely on the grid itself, which is still largely powered by the burning of fossil fuels like natural gas. 

Where we stand

The conversation around AI and water use is moving from unconfirmed claims to measured scrutiny. Communities and policymakers are now pushing for transparency and sustainable practices, aiming to ensure that AI’s rapid growth doesn’t come at the expense of local water resources or the local electricity grid. As AI continues to grow, so, too, will the debate about how best to balance technological innovation with environmental responsibility.

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