News

Orchid Plans To Find Out What’s Wrong With You Before You’re Born

According to CEO Noor Siddiqui, the company isn’t on a mission to make designer babies, but aims to beat genetic odds and relieve suffering.

Published

5 months ago

May 7, 2024

Nour Nasir

Orchid

Each day, around 400,000 babies are welcomed into the world. However, among those, a growing number will experience some kind of birth defect or inherited disease.

Noor Siddiqui, CEO of Orchid, hopes to “mitigate” unpleasant genetic surprises using genome sequencing technology to reveal a wealth of genetic information on which newborns will grow into healthy adults.

Until 2019, IVF specialists had access to under 1% of the human genome. The tests, called PGT-A and PGT-M, scanned a mere 1,000 data points in a genome comprising around 3 billion bases, offering a very limited dataset compared to the technology used by Orchid.

“Our chromosomes are like chapters in a book that make up the table of contents.” Explained Siddiqui. “[PGT-A and PGT-M tests] only examine the table of contents, whereas what Orchid is doing is like a spellcheck on the entire book.” Orchid’s genome sampling technology assesses “100 times the data, covering many more conditions.” In essence, an Orchid report covers three categories of common genetic issues: monogenic disorders, polygenic conditions, and de-novo mutations.

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Orchid’s technology raises many questions. Aside from the obvious ethical concerns, data privacy is the most obvious potential issue with the tests. Noor Siddiqui is keen to alleviate any concerns: “No data at Orchid is ever sold to any third parties. Parents are in complete control of their data. If they want to delete the data, we’re happy to delete it off of our servers. If they want to export the data, they can export the data. And if they want us to re-analyze the data, we can re-analyze the data”.

Compared to a lifetime of medical bills, gene therapy, and suffering, Orchid’s genome screening report has the potential to change the future lives of thousands of newborns worldwide.

News

Flowwow Reveals AI-Powered Rebrand, Blending Tech With Emotion

The new look includes a redesigned logo, AI-driven visuals, and upgraded packaging, reflecting aims for further expansion.

Published

19 hours ago

October 17, 2024

Nour Nasir

flowwow reveals ai-powered rebrand blending tech with emotion

Flowwow, a UAE-based gifting marketplace that partners with local shops in more than 30 countries, has introduced a refreshed brand identity, built by merging artificial intelligence with human creativity. The rebranding includes a redesigned logo, AI-driven visuals, and upgraded packaging, reflecting the company’s evolving position in the gifting sector.

Flowwow’s CEO and Co-founder, Slava Bogdan, explained: “From our roots as a flower delivery service, Flowwow has evolved into a marketplace for gifts and emotions in over 30 countries. [Our] strategic vision has become the cornerstone of our rebranding. Flowwow remains the platform that blends the best of both worlds: the personal touch of local entrepreneurs and the convenience of cutting-edge technology. We’ve redefined the gifting experience, making it effortless, enjoyable, and truly personal”.

flowwow rebrand design

The company has utilized AI to break away from conventional design limitations, resulting in a more dynamic and engaging brand presence. By leveraging Midjourney’s neural networks, Flowwow generated thousands of images to assist designers in ideating the new identity, accelerating the creative process by up to 20%.

As part of its rebranding, Flowwow aims to expand into a full-service global gifting platform, offering both innovation and convenience. Recognizing the potential of e-gifting in the MENA region, Flowwow is planning to onboard additional local vendors while expanding product lines to over 25 categories to suit regional preferences, including pastries, indoor plants, fragrances, hamper boxes, and home decor.

Also Read: Adobe Releases Firefly Generative AI Video Tools In Beta

The company is also committed to supporting local businesses, working with SMEs to drive economic growth in the MENA region’s burgeoning e-commerce sector. Research indicates that the UAE’s gifting market is expected to grow at a CAGR of 14.7% through 2029, while the overall e-commerce market will rise by 8.63% annually, reaching $10.56 billion by the same year.

Flowwow aims to capitalize on this growth by expanding further into the MENA region and further afield by 2024-2025.