In today’s Digest, we discuss a class action against Microsoft Ireland Operations, Netflix–NASA’s deal to boost live streaming lineup, Apple’s consideration of Anthropic or OpenAI to power Siri, and John Lewis rolling out an offsite ad offering.

Microsoft Faces Irish Class Action Over Data Used in Advertising

Microsoft Ireland Operations is facing the first-ever High Court representative action under Ireland’s Collective Interests of Consumers Act. The case centres on allegations that the company unlawfully processed personal data to fuel its advertising business. Brought by the Irish Council for Civil Liberties (ICCL), the case focuses on Microsoft’s ad tech unit Xandr, which powers real-time bidding at a fee. 

The ICCL claims that Microsoft processes consumer data without proper consent. According to court filings, Microsoft’s search and news advertising business brought in approximately USD$10.2bn (£8.05bn) in revenue in the nine months to March 2025. The ICCL is seeking High Court orders requiring Microsoft to either cease the alleged data processing or bring it into compliance with existing privacy laws.

Netflix–NASA Deal Boosts Live Streaming Lineup

NASA has partnered with Netflix to stream live space programming, marking a strategic expansion of the platform’s growing live content portfolio. Set to launch later this summer, the collaboration will give subscribers access to real-time broadcasts of rocket launches, astronaut spacewalks, and live views of Earth from the International Space Station.

Netflix viewers will also gain access to additional content from NASA+, the space agency’s ad-free streaming app, which launched in 2023. Partnering with NASA demonstrates Netflix’s attempt to broaden its live programming offering

Apple Considers Anthropic or OpenAI to Power Siri

Apple is reportedly in talks to license AI models from Anthropic or OpenAI to power a new version of Siri, a significant departure from its current reliance on in-house Foundation Models. The tech giant has approached both AI firms to train bespoke versions of their large language models (LLMs) on Apple’s own cloud infrastructure for internal testing. Partnering with third-party AI providers signals an implicit acknowledgement that Apple is lagging in the generative AI race particularly as competitors integrate more advanced assistants on Android. 

Apple currently powers most of its AI features with homegrown technology and has been planning a new version of its voice assistant that runs on that technology for 2026. Following testing, Apple executives have arrived at the conclusion that Anthropic’s technology would be most promising for Siri.

 John Lewis Rolls Out Offsite Ad Offering

The John Lewis Partnership has extended its retail media proposition by enabling partner brands to run offsite advertising campaigns. Building on the successful rollout of its onsite media platform across the John Lewis and Waitrose websites in 2023, the retailer has partnered with global data and technology provider Epsilon to power this next phase. The move allows brands to activate video and display ads beyond the retailer’s owned channels, using rich first-party data to drive targeted campaigns across multiple devices.

Jemma Haley, retail media lead at John Lewis Partnership, described the development as a “big step forward in creating an insight-led retail media offer that spans both grocery and non-grocery.” It will enable their brand partners  “to target smarter audiences powered by first-party data, helping our customers discover more relevant and tailored brands,” she added.