Content engineering is a term applied to an engineering specialty dealing with the complexities around the use of content in computer-facilitated environments. Content authoring and production, content management, content modeling, content conversion, and content use and repurposing are all areas involving this practice. It is not a specialty with wide industry recognition and is often performed on an ad hoc basis by members of software development or content production or marketing staff, but is beginning to be recognized as a necessary function in any complex content-centric project involving both content production as well as software system development mainly involving content management systems (CMS) or digital experience platforms (DXP). Content engineering tends to bridge the gap between groups involved in the production of content (publishing and editorial staff, marketing, sales, human resources) and more technologically oriented departments such as software development, or IT that put this content to use in web or other software-based environments, and requires an understanding of the issues and processes of both sides. Typically, content engineering involves extensive use of embedded XML technologies, XML being the most widespread language for representing structured content. Content management systems are a key technology often used in the practice of content engineering. == Definition == Content engineering is the practice of organizing the shape and structure of content by deploying content and metadata models, in authoring and publishing processes in a manner that meets the requirements of an organization's Content Strategy, and its implementation through the use of technology such as CMS, XML, schema markup, artificial intelligence, APIs and others. == Purpose and goal == In very general terms, content engineering practices aim to maximize the ROI of content through content reuse and improving efficiency of content marketing, content operations, content strategy. Content engineering can help address content challenges that fairly typical organizations face: Siloed content supply chains Duplicate content in a myriad of formats Inefficient content authoring workflows Chunky, unstructured content Outdated technology Technology in place does not match needs Inability to reuse content across channels (multi-channel content) Metadata and schema are not used Lack of standards for metadata Lack of findability of content for internal and external use Poor SEO performance Inability to implement personalization == Key skills == Content engineering draws on a combination of technical, strategic, and editorial competencies. Practitioners typically require proficiency across several domains: === Content modeling and information architecture === Content engineers design structured content models that define how content is created, stored, and distributed. This includes building taxonomies, ontologies, and metadata schemas that enable content reuse across channels and platforms. === Structured content and markup languages === Proficiency in XML, JSON, HTML, and schema.org markup is fundamental. Content engineers use these languages to structure content for machine readability, search engine optimization, and interoperability between systems. === Content management systems and platforms === Content engineers require working knowledge of content management systems (CMS), digital experience platforms (DXP), and headless CMS architectures. This includes configuring content types, workflows, and publishing pipelines within these systems. === Workflow design and automation === Designing and implementing content workflows - from authoring through review, approval, and distribution - is a core function. Increasingly, this involves configuring AI-assisted and agentic workflows that automate research, drafting, repurposing, and distribution tasks at scale. === Content strategy and editorial understanding === Unlike purely technical roles, content engineering requires a working understanding of content strategy, brand management, editorial standards, and audience analysis. Content engineers must translate strategic objectives into technical content structures and system configurations. === API integration and data interoperability === Content engineers work with APIs to connect content systems, analytics platforms, distribution channels, and third-party services. Understanding how content flows between systems is essential for enabling multi-channel publishing and content personalization. === Analytics and performance measurement === Measuring content effectiveness through web analytics, SEO performance data, and engagement metrics informs how content engineers refine structures, metadata, and distribution workflows. == The role of a content engineer == Content engineers bridge the divide between content strategists and producers and the developers and content managers who publish and distribute content. But rather than simply wedging themselves between these players, content engineers help define and facilitate the content structure during the entire content strategy, production and distribution cycle from beginning to end. As the role has evolved, content engineers are increasingly expected to build and manage AI-powered content systems, moving beyond traditional CMS configuration into agentic workflows that automate content research, production, and distribution. By integrating skills in business and technology, content engineers do not see content as static or finished. Rather, they look at the value of the content and how it can best be adapted and personalized to serve customers and emerging content platforms, technologies, and opportunities. === Create customer experience === Content marketing suffers from two fundamental limitations that constrain the true power and potential that a great content marketing plan can bring to a business' bottom line: Content relevance: how to make content more relevant and personalized to their audiences. The marketer and content strategist direct the customer experience itself, and the content engineer makes it happen with content structure, schema, metadata, microdata, taxonomy, and CMS topology. Content agility: Marketers who are burdened with one-size-fits-all content remain stuck managing their content rather than their customers' experience. Content engineers give marketers the "super powers" to move content-powered experiences across interfaces and personalization variants. === Break down barriers === Empower content strategists: Content engineers work with content strategists by helping them connect content not as a fixed message, but as a modular construct which can be channeled and manipulated. Enable content producers: A content engineer will work with a content producer by helping to find new sources of content and ways the content can be combined and presented. Guide and free developers: The content engineer helps translate marketing strategy into clear technical needs and functions developers can build into content management systems Enhance content management: Develop content structures that make it easier for content writers and content managers to author to a single, very usable, interface for even complex content types that might contain dozens of elements. Engineer content for success: Content engineers help all members of a marketing team work more smoothly, with the support and structures needed to get the most out of the content they produce. === Salary benchmarks === Content engineering roles command significantly higher salaries than traditional content marketing positions. In the United States, IC-level content engineers earn between $120,000 and $165,000 annually, while senior roles reach $160,000 to $220,000. Head of content engineering positions range from $200,000 to $280,000, and VP-level roles can exceed $375,000. The emergence of dedicated content engineer job postings from companies such as Exit Five reflects the growing recognition of the role as a distinct function within marketing organizations.
Diia
Diia (Ukrainian: Дія [ˈd⁽ʲ⁾ijɐ] , lit. 'Action'; also an acronym for Держава і Я, Derzhava i Ya, IPA: [derˈʒɑwɐ i ˈjɑ], lit. 'State and Me') is a mobile app, a web portal and a brand of e-governance in Ukraine. Launched in 2020, the Diia app allows Ukrainian citizens to use digital documents on their smartphones instead of physical ones for identification and sharing purposes. The Diia portal allows access to over 130 government services. Eventually, the government plans to make all kinds of state-person interactions available through Diia. Diia was built in partnership with the United States and is poised to be shared with other countries. On the sidelines of the 2023 World Economic Forum in Davos, USAID Administrator Samantha Power said the US hopes to replicate the success of Diia in other countries. == History == Diia was first presented on September 27, 2019, by the Ministry of Digital Transformation of Ukraine as a brand of the State in a Smartphone project. Vice Prime Minister and Minister of Digital Transformation Mykhailo Fedorov announced the creation of a mobile app and a web portal that would unite in a single place all the services provided by the state to citizens and businesses. On February 6, 2020, the mobile app Diia was officially launched. During the presentation, Ukrainian President Volodymyr Zelensky said that 9 million Ukrainians now have access to their driver's license and car registration documents on their phones, while Prime Minister Oleksiy Honcharuk called the implementation of the State in a Smartphone project a priority for the government. In April 2020, the Ukrainian government approved a resolution for experimental usage of digital ID-cards and passports which would be issued to all Ukrainians via the Diia. On October 5, 2020, during the Diia Summit, the government presented a first major update of the app and web portal branded "Diia 2.0". More types of documents were added to the app as well as the ability to share documents with others via a single tap on a push-message. The web portal in turn expanded the number of available services to 27, including the ability to register a private limited company in half an hour. President Zelensky who opened the summit, announced that in 2021 Ukraine will enter the "paper less" mode by prohibiting civil servants from demanding paper documents. By the end of 2020, the app had more than six million users, while the portal had 50 available services. In March 2021, the Ukrainian parliament adopted a bill equating digital identity documents with their physical analogues. Starting on August 23, Ukrainian citizens can use digital ID-cards and passports for all purposes while in Ukraine. According to Minister of Digital Transformation Mykhailo Fedorov, Ukraine will become the first country in the world where digital identity documents are considered legally equivalent to ordinary ones. In September 2024, Diia launched an online marriage registration service, which can be beneficial especially for military personnel who spend much time on the frontline separated from their partners. In October 2024, Diia's online marriage service appeared in Time's Inventions of the 2024 list. In the first month of its operations over 1.1 million Ukrainians tried to make proposals using the technology, and 435 couples got married. == Benefits and challenges == The first and most obvious benefit is the convenience of such a platform. Citizens can have many documents on their smartphones at once, without concern about losing or damaging them. Whenever needed, they can just open an app on their smartphones and show/check the document they need. The idea is that Diia will help cut the bureaucracy associated with public services, which in turn will help fight corruption and increase government savings. Fewer people are needed to be employed in the public sector and fewer human to human interactions are supposed to happen. With the start of the program, already 10% of government employees were reduced, which contributes to hundreds of millions of dollars in savings, but besides this, the initiative also improves the speed, efficiency, and transparency of government services. In addition, the digitalization of the government sector helps to develop the whole IT industry in the country, people become more digitally aware and educated, this affects other sectors as well, increasing the spread of digital infrastructure and expediting the speed of overall digitalization. The UN E-government Development Index, which assesses the capabilities of governments to integrate its functions electronically, such as the use of internet and mobile devices, ranked Ukraine 69th in 193 countries surveyed in 2020. Despite its low ranking in the e-government development index, Ukraine made a big jump on the e-participation index, which they ranked 43rd out of 193 countries from 0.66 in 2018 to 0.81 in 2020 (un.org, 2020), suggesting that the government and its citizens are adapting the IT-based government functions. The main goal of e-government according to Perez-Morote et.al. (2020) is to have accountability and transparency among the countries involved. But to do so, there are several challenges that a country should assess first prior to implementing e-government. In the research written by Heeks (2001), the author identified 2 main challenges that countries face in the development of e-government, first is the strategic challenge which involves the preparedness (e-readiness) of the entire government system for electronic transformation, and second challenge is the tactical challenge where the government must design (e-governance design) a system where it can be understood by every user, it's important that the information that needs to be communicated to the consumers is received clearly. For the first challenge (e-readiness), Ukraine had an internet penetration rate of 76% in 2020 and is expected to grow to 82%, it is important that consumers have the internet access for it to enable the consumers to utilize the service. Another factor is the readiness of its institutional infrastructure, which means that the government has its own organization which is solely focused on implementing the e-government project. In the case of Ukraine, the e-governance team is led by Oleksandr Ryzhenko, and the country's e-governance initiative is even further strengthened by ensuring that the data and legal infrastructure are already prepared. Ukraine has done this by modernizing their legislation that is more appropriate in the digital service, and the data exchange solution used by Ukraine is called Trembita. The human infrastructure is also being updated, as competent individuals must be the one doing the task, hence, EGOV4UKRAINE was launched, this aims to get IT developers for developing a system for administrative services. These efforts by the Ukrainian government did not go unnoticed, and they received an award from the e-Governance Academy as "partner of the year 2017". For the second challenge, which deals with the system design, the success of Ukraine can be seen on the latest data of UNDP, where it shows a high increase in the E-participation index. In 2018, Ukraine ranked 75th it ranked 46th in 2020 (un.org, 2020). Despite visible success, the implementation of the e-government was accompanied by problems. Data leakage became the main one. In May 2020, the data of 26 million driver's licenses appeared in the public domain on the Internet. The Ukrainian government said the Diia app was not linked to a data breach, but it is impossible to say for certain. Any storage of official documents in electronic format is associated with the risk of their leakage. In addition, the Diia application still has data protection issues, as the required protection system has not been implemented. This is also compounded by the country's weak data protection legal regime. In addition, since 2023, Ukrainians are able to register their cars with this app. Issued license plates are not using regional codes, but they are using special codes starting with DI or PD. == Diia City == In May 2020, the government presented Diia City headed by Oleksandr Borniakov, a large-scale project which would establish a virtual model of a free economic zone for representatives of the creative economy. It would provide for special digital residency with a particular taxation regime, intellectual property protection and simplified regulations. Diia City concurrently imposes certain constraints on contracts involving individual entrepreneurs (FOPs). It also offers the benefit of tax rebates. Diia City garners endorsement from the Ukrainian government, believing it will support the country's position in the IT market. As of July 30, 2023, the program had more than 600 residents, including companies like iGama, Avenga, SBRobotiks, and Intellectsoft.
Grok sexual deepfake scandal
From 2025 onwards, X (formerly Twitter)'s integrated chatbot, Grok, has allowed users to nonconsensually alter images of individuals, including minors, to show them in bikinis or transparent clothing, or in sexually suggestive contexts. The majority of these prompts were targeted at women and girls. Users were able to generate such images by responding to a photo with a request to Grok, such as "put her in a bikini", to which the chatbot would publicly reply with a generated image. The scandal drew significant criticism from lawmakers across the world, and there were calls for bans on X, as well as legal crackdowns on X and xAI for, amongst other reasons, the facilitation of sexual abuse, revenge porn, and child pornography. == Background == Deepfake pornography emerged in the late 2010s with the advent of machine learning. Originally, it was created on a small individual scale using a combination of machine learning algorithms, computer vision techniques, and AI software. However, the production process has significantly evolved since 2018, with the advent of several public apps that have largely automated the process. Since 2023, several AI apps available on Google Play and the Apple App Store are capable of "nudify-ing" user provided photos to generate non-consensual deepfake pornography. Grok would first be proposed by Elon Musk in 2023, when he expressed an intention to create his own AI chatbot to "combat bias". Grok version 2.0, released on August 14, 2024, would introduce image generation capabilities, ones which would be improved over successive updates. == Grok deepfake generation == Cases of Grok being used to remove the clothes from women in pictures, replacing them with bikinis or lingerie, began to surface in May 2025. By late December 2025, a trend of X users requesting such edits to women's photos without permission had taken root, and this received significant media attention in the first few days of January 2026. Some users prompted Grok to edit photos of women into sexualized poses, and others to add blood and bruising, with the chatbot publicly posting these graphic images in response. Grok's X account was restricted on January 9 from posting image generation responses to users who are not paid subscribers, providing a link to "subscribe to unlock these features". All users were still able to generate Grok-altered images using X's "Edit image" feature, and the standalone Grok website and app. However, by March 19, Grok’s Imagine feature was fully restricted to paid subscribers only (SuperGrok tier) for both the standalone Grok website and mobile app. == Analysis == An analysis of 20,000 images generated by Grok between December 25, 2025, and January 1, 2026, showed 2% appeared to be 18 or younger, including 30 of "young or very young" women or girls in bikinis or transparent clothes. A Reuters review of Grok requests over 10 minutes on January 2nd found 102 attempts to put women in bikinis. A separate analysis conducted over 24 hours from January 5 to 6 calculated that users had Grok create 6,700 sexually suggestive or nudified images per hour — 84 times more so than the top 5 deepfake websites combined. Wired reported that far more graphic AI-generated sexual imagery was being created by Grok on its website and app, which are separate to X, including female celebrities removing their clothes and engaging in sexual acts. An analysis of 800 pieces of recovered content by the Paris-based nonprofit AI Forensics found that almost 10% were "instances of photorealistic people, very young, doing sexual activities". AI-generated deepfakes have been described as sexual assault, and as a means to push women out of the public sphere. AI-generated sexually explicit or exploitative image claims are now being treated more like product safety or personal injury harms, not just privacy violations. Because harm may occur the moment an image is generated, some plaintiffs argue liability should focus on the system’s design and safety safeguards. == Reactions == On January 15, the Get Grok Gone campaign delivered letters to Apple and Google, demanding the removal of the app from Apple Store and Google Play Store respectively. The campaign accused both companies of profiting from nonconsensual intimate imagery and child sexual abuse imagery, which were also banned by the companies own policies. The Get Grok Gone campaign argues that the restrictions placed on Grok by xAI are not enough and that Apple and Google are enabling the distribution of harmful material by hosting the apps. === Elon Musk and xAI === xAI responded to requests for comment from media organizations with the automated reply, "Legacy Media Lies." On January 2, Elon Musk reacted "Not sure why, but I couldn’t stop laughing about this one 🤣🤣" to an image of a toaster dressed in a bikini by Grok. Later, on January 14, Elon Musk said that he was "not aware of any naked underage images generated by Grok. Literally zero." Later that same day, xAI announced that X users will no longer be able to use Grok to alter images of real people to portray them in revealing clothing. However, verified X users, as well as users of the standalone Grok app and website, were still able to generate such images. ==== Elon Musk's family ==== Ashley St. Clair, mother of one of Elon Musk's children, reported that Grok users were creating fake sexualized images from her photos, including a photo of her as a child. She considers the photos to be a form of revenge porn, and considered suing under the Take It Down Act. A spokesperson for X stated, "We take action against illegal content on X, including child sexual abuse material (CSAM), by removing it, permanently suspending accounts, and working with local governments and law enforcement as necessary. Anyone using or prompting Grok to make illegal content will suffer the same consequences as if they upload illegal content." However, Grok continued to post non-consensual sexual images. On January 15, St. Clair filed a lawsuit against xAI in the New York Supreme Court. === Canada === In response to the Grok deepfake scandal, individuals have asked that the government of Canada boycott X. On January 10, 2026, Canadian MP and Minister of AI Evan Solomon declared that Canada "is not considering a ban on X". In April 2026, Bill C-16, An Act to amend certain Acts in relation to criminal and correctional matters (child protection, gender-based violence, delays and other measures), was amended following a proposal by Conservative MP Andrew Lawton to ensure that AI-generated images and "nearly nude" intimate images are criminalized. A further proposal by NDP MP Leah Gazan to encompass "sexualized or humiliating contexts, such transparent bathing suits or being covered in blood or bruises" was voted down. === France === On January 2, 2026, French ministers reported the AI tool to prosecutors, calling the content "manifestly illegal", and also asked regulators to check compliance with the Digital Services Act. On February 3, Paris prosecutors office, a cybercrime team employed by them and Europol searched the Paris offices of X. The investigation started as one into allegations of abuse of algorithms and fraudulent data extraction, but has expanded into spreading Holocaust denial and sexual deepfakes. Elon Musk and former CEO Linda Yaccarino have been summoned to a hearing on April 20, with other X staff as witnesses. On April 20, Musk did not turn up for the hearing. The Paris prosecutors office told the BBC on April 20 that it had "taken note of the absence of the people summoned", adding "the presence or absence (of the people summoned) is not an obstacle to continuing the investigation". === India === Indian Member of Parliament Priyanka Chaturvedi filed a complaint to India's IT ministry, demanding a review of Grok's safety mechanisms. === Indonesia === On January 10, Indonesia announced that Grok will be temporarily blocked, becoming the first country to do so. Meutya Hafid, the Minister of Communication and Digital Affairs, stated that "the government views the practice of non-consensual sexual deepfakes as a serious violation of human rights, dignity, and the security of citizens in the digital space." Access to Grok in the country was later restored on February 1. === Ireland === On January 6, Coimisiún na Meán, the Irish media commission, said they were consulting with the European Commission about concerns that Grok was generating sexualized images of women and children. The same day, Ofcom of the United Kingdom contacted X concerning complaints about these images. On January 13, Micheál Martin, Taoiseach of Ireland, announced he would talk with Rossa Fanning, the country's Attorney General, about the Grok chatbot being used to produce sexually explicit images of women and minors. On January 14, the Garda Síochána announced there are 200 investigations into child sex abuse images generated by Grok. The Garda National Cyber Crime Bureau has al
Really Simple Licensing
Really Simple Licensing (RSL) is an open content licensing standard that allows web publishers to set terms for web crawlers gathering training data for generative AI use. It was launched on September 10, 2025 and is managed by the nonprofit RSL Collective, co-founded by RSS co-creator Eckart Walther and former Ask.com CEO Doug Leeds. Participating companies at launch include Reddit, Yahoo, and Medium. Publishers can implement the RSL standard by adding licensing terms to their robots.txt files.
Ensemble averaging (machine learning)
In machine learning, ensemble averaging is the process of creating multiple models (typically artificial neural networks) and combining them to produce a desired output, as opposed to creating just one model. Ensembles of models often outperform individual models, as the various errors of the ensemble constituents "average out". == Overview == Ensemble averaging is one of the simplest types of committee machines. Along with boosting, it is one of the two major types of static committee machines. In contrast to standard neural network design, in which many networks are generated but only one is kept, ensemble averaging keeps the less satisfactory networks, but with less weight assigned to their outputs. The theory of ensemble averaging relies on two properties of artificial neural networks: In any network, the bias can be reduced at the cost of increased variance In a group of networks, the variance can be reduced at no cost to the bias. This is known as the bias–variance tradeoff. Ensemble averaging creates a group of networks, each with low bias and high variance, and combines them to form a new network which should theoretically exhibit low bias and low variance. Hence, this can be thought of as a resolution of the bias–variance tradeoff. The idea of combining experts can be traced back to Pierre-Simon Laplace. == Method == The theory mentioned above gives an obvious strategy: create a set of experts with low bias and high variance, and average them. Generally, what this means is to create a set of experts with varying parameters; frequently, these are the initial synaptic weights of a neural network, although other factors (such as learning rate, momentum, etc.) may also be varied. Some authors recommend against varying weight decay and early stopping. The steps are therefore: Generate N experts, each with their own initial parameters (these values are usually sampled randomly from a distribution) Train each expert separately Combine the experts and average their values. Alternatively, domain knowledge may be used to generate several classes of experts. An expert from each class is trained, and then combined. A more complex version of ensemble average views the final result not as a mere average of all the experts, but rather as a weighted sum. If each expert is y i {\displaystyle y_{i}} , then the overall result y ~ {\displaystyle {\tilde {y}}} can be defined as: y ~ ( x ; α ) = ∑ j = 1 p α j y j ( x ) {\displaystyle {\tilde {y}}(\mathbf {x} ;\mathbf {\alpha } )=\sum _{j=1}^{p}\alpha _{j}y_{j}(\mathbf {x} )} where α {\displaystyle \mathbf {\alpha } } is a set of weights. The optimization problem of finding alpha is readily solved through neural networks, hence a "meta-network" where each "neuron" is in fact an entire neural network can be trained, and the synaptic weights of the final network is the weight applied to each expert. This is known as a linear combination of experts. It can be seen that most forms of neural network are some subset of a linear combination: the standard neural net (where only one expert is used) is simply a linear combination with all α j = 0 {\displaystyle \alpha _{j}=0} and one α k = 1 {\displaystyle \alpha _{k}=1} . A raw average is where all α j {\displaystyle \alpha _{j}} are equal to some constant value, namely one over the total number of experts. A more recent ensemble averaging method is negative correlation learning, proposed by Y. Liu and X. Yao. This method has been widely used in evolutionary computing. == Benefits == The resulting committee is almost always less complex than a single network that would achieve the same level of performance The resulting committee can be trained more easily on smaller datasets The resulting committee often has improved performance over any single model The risk of overfitting is lessened, as there are fewer parameters (e.g. neural network weights) which need to be set.
Integreat
Integreat (former project name: Refguide+) is an open source mobile app that provides local information and services tailored to refugees and migrants coming to Germany. The content is maintained by local organizations, such as local governments or integration officers, and made available in locally relevant languages. It was developed by Tür an Tür - Digitalfabrik gGmbH (formerly Tür an Tür - Digital Factory gGmbH) in Augsburg together with a team of researchers and students from the Technical University of Munich. == History == In 1997, the Augsburg association "Tür an Tür", which has been working for refugees since 1992, published the brochure "First Steps", which answers local everyday questions. Since addresses and contact persons change quickly, some information is already outdated after a few weeks. Students of business informatics at the Technical University of Munich therefore developed the app Integreat within eight months together with the association and the social department of the city of Augsburg. The app was then also used by other cities and districts within months. As of February 3, 2022, information is available at 72 locations, including Munich, Dortmund, Nuremberg and Augsburg. == Mode of action == Refugees need information on areas such as registration, contact persons, health care, education, family, work and everyday life. Integreat seeks to provide refugees with this information by allowing them to select their geographic location and receive locally relevant information. This information is available offline once the app is opened so it can be used without an internet connection. In addition, the content is translated into the native languages of refugees and migrants to facilitate access. The content is licensed with a CC BY 4.0 license to facilitate collaboration and translation between content creators and dissemination of the content. Integreat is now being used for a broader migrant audience and says it can also support professionals, volunteers, and counseling centers. == Comparable mobile apps == Other mobile apps that are likewise intended to provide initial orientation for refugees include the app Ankommen, a joint project of the Federal Office for Migration and Refugees, the Goethe-Institut, the Federal Employment Agency and the Bavarian Broadcasting Corporation, which is intended as a companion for the first few weeks in Germany, and the Welcome App, a company-sponsored non-profit initiative for information about Germany and asylum procedures with a regional focus, and a book by the Konrad Adenauer Foundation (KAS) and Verlag Herder with a corresponding app Deutschland - Erste Informationen für Flüchtlinge (Germany - First Information for Refugees) as a companion for Arabic-speaking refugees in Germany.
Death of Elaine Herzberg
The death of Elaine Herzberg (August 2, 1968 – March 18, 2018) was the first recorded case of a pedestrian fatality involving a self-driving car, after a collision that occurred late in the evening of March 18, 2018. Herzberg was pushing a bicycle across a four-lane road in Tempe, Arizona, United States, when she was struck by an Uber test vehicle, which was operating in self-drive mode with a human safety backup driver sitting in the driving seat. Herzberg was taken to the local hospital where she died of her injuries. Following the fatal incident, the National Transportation Safety Board (NTSB) issued a series of recommendations and sharply criticized Uber. The company suspended testing of self-driving vehicles in Arizona, where such testing had been approved since August 2016. Uber chose not to renew its permit for testing self-driving vehicles in California when it expired at the end of March 2018. Uber resumed testing in December 2018, starting in Pittsburgh, Pennsylvania. In March 2019, Arizona prosecutors ruled that Uber was not criminally responsible for the crash. The back-up driver of the vehicle was charged with negligent homicide, pled guilty to endangerment, and was sentenced to three years' probation. While Herzberg was the first pedestrian killed by a self-driving car, driver Gao Yaning died in a Tesla semi-autonomous car two years earlier. A reporter for The Washington Post compared Herzberg's fate with that of Bridget Driscoll who, in the United Kingdom in 1896, was the first pedestrian to be killed by an automobile. The Arizona incident has magnified the importance of collision avoidance systems for self-driving vehicles. == Collision summary == Herzberg was crossing Mill Avenue (North) from west to east, approximately 360 feet (110 m) south of the intersection with Curry Road, outside the designated pedestrian crosswalk, close to the Red Mountain Freeway. She was pushing a bicycle laden with shopping bags, and had crossed at least two lanes of traffic when she was struck at approximately 9:58 pm MST (UTC−07:00) by a prototype Uber self-driving car based on a Volvo XC90, which was traveling north on Mill. The vehicle had been operating in autonomous mode since 9:39 pm, nineteen minutes before it struck and killed Herzberg. The car's human safety backup driver, Rafaela Vasquez, did not intervene in time to prevent the collision. Vehicle telemetry obtained after the crash showed that the human operator responded by moving the steering wheel less than a second before impact, and she engaged the brakes less than a second after impact. == Cause investigation == The county district attorney's office recused itself from the investigation, due to a prior joint partnership with Uber promoting their services as an alternative to driving under the influence of alcohol. Accounts differ on the speed limit at the place of the incident. According to Tempe police the car was traveling in a 35 mph (56 km/h) zone, but this is contradicted by a posted speed limit of 45 mph (72 km/h). The National Transportation Safety Board (NTSB) sent a team of federal investigators to gather data from vehicle instruments, and to examine vehicle condition along with the actions taken by the safety driver. Their preliminary findings were substantiated by multiple event data recorders and proved the vehicle was traveling 43 miles per hour (69 km/h) when Herzberg was first detected 6 seconds (378 feet (115 m)) before impact; during 4.7 seconds the self driving system did not infer that emergency braking was needed. A vehicle traveling 43 mph (69 km/h) can generally stop within 89 feet (27 m) once the brakes are applied. The machine needed to be 1.3 seconds (82 feet (25 m)) away prior to discerning that emergency braking was required, whereas at least that much distance was required to stop. The system failed to behave properly. A total stopping distance of 76 feet itself would imply a safe speed under 25 mph (40 km/h). Human intervention was still legally required. Computer perception–reaction time would have been a speed limiting factor had the technology been superior to humans in ambiguous situations; however, the nascent computerized braking technology was disabled the day of the crash, and the machine's apparent 4.7-second perception–reaction (alarm) time allowed the car to travel 250 feet (76 m). Video released by the police on March 21 showed the safety driver was not watching the road moments before the vehicle struck Herzberg. === Environment === In widely disseminated remarks that would shape the narrative about the crash, which were later seen as prejudicial and subsequently contradicted by her own department, Tempe Police Chief Sylvia Moir was quoted stating that the collision was "unavoidable" based on the initial police investigation, which included a review of the video captured by an onboard camera. Moir faulted Herzberg for crossing the road in an unsafe manner: "It is dangerous to cross roadways in the evening hour when well-illuminated, managed crosswalks are available." According to Uber, safety drivers were trained to keep their hands very close to the wheel all the time while driving the vehicle so they were ready to quickly take control if necessary. The driver said it was like a flash, the person walked out in front of them. His [sic] first alert to the collision was the sound of the collision. [...] it's very clear it would have been difficult to avoid this collision in any kind of mode (autonomous or human-driven) based on how she came from the shadows right into the roadway. Tempe police released video on March 21, 2018, showing footage recorded by two onboard cameras: one forward-looking, and one capturing the safety driver's actions. The forward-facing video shows that the self-driving car was traveling in the far right lane when it struck Herzberg. The driver-facing video shows the safety driver was looking down prior to the collision. The Uber operator is responsible for intervening and taking manual control when necessary as well as for monitoring diagnostic messages, which are displayed on a screen in the center console. In an interview conducted after the crash with NTSB, the driver stated she was monitoring the center stack at the time of the collision. After the Uber video was released, journalist Carolyn Said noted the police explanation of Herzberg's path meant she had already crossed two lanes of traffic before she was struck by the autonomous vehicle. The Marquee Theatre and Tempe Town Lake are west of Mill Avenue, and pedestrians commonly cross mid-street without detouring north to the crosswalk at Curry. According to reporting by the Phoenix New Times, Mill Avenue contains what appears to be a brick-paved path in the median between the northbound and southbound lanes; however, posted signs prohibit pedestrians from crossing in that location. When the second of the Mill Avenue bridges over the town lake was added in 1994 for northbound traffic, the X-shaped crossover in the median was installed to accommodate the potential closing of one of the two road bridges. The purpose of this brick-paved structure is purely to divert cars from one side to the other if a bridge is closed to traffic, and although it may look like a crosswalk for pedestrians, it is in fact a temporary roadway with vertical curbs and warning signs. === Software issues === Michael Ramsey, a self-driving car expert with Gartner, characterized the video as showing "a complete failure of the system to recognize an obviously seen person who is visible for quite some distance in the frame. Uber has some serious explaining to do about why this person wasn't seen and why the system didn't engage." The NTSB preliminary report, however, noted that the software did order the car to brake 1.3 seconds before the collision. A video shot from the vehicle's dashboard camera showed the safety driver looking down, away from the road. It also appeared that the driver's hands were not hovering above the steering wheel, which is what drivers are instructed to do so they can quickly retake control of the car. Uber had moved from two employees in every car to one. The paired employees had been splitting duties: one ready to take over if the autonomous system failed, and another to keep an eye on what the computers were detecting. The second person was responsible for keeping track of system performance as well as labeling data on a laptop computer. Mr. Kallman, the Uber spokesman, said the second person was in the car for purely data related tasks, not safety. When Uber moved to a single operator, some employees expressed safety concerns to managers, according to the two people familiar with Uber's operations. They were worried that going solo would make it harder to remain alert during hours of monotonous driving. The recorded telemetry showed the system had detected Herzberg six seconds before the crash, and classified her first as an unknown object, then as a