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The Cannes Future Lions awards aim to celebrate the most inventive ideas that build on current technology and advance it in inventive ways. One of this year’s winners was a project called Hush by the Miami Ad School, which uses Apple’s voice-recognition and AI software to create a feature that could help those who are in a dangerous situation but unable to speak or reach their phone. By setting a designated “safe word”, users can say this to their phone and it would automatically alert authorities to where they are and what danger they are in, without either revealing this is happening or requiring any further input from the person who is in danger.

Hush|Apple|Technology

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