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The Rise of the Worker Productivity Score

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The Rise of the Worker Productivity Score

In lower-paying jobs, the monitoring is already ubiquitous: not simply at Amazon, the place the second-by-second measurements turned infamous, but in addition for Kroger cashiers, UPS drivers and tens of millions of others. Eight of the ten largest non-public U.S. employers monitor the productiveness metrics of particular person staff, many in actual time, in line with an examination by The New York Instances.

Now digital productiveness monitoring can be spreading amongst white-collar jobs and roles that require graduate levels. Many staff, whether or not working remotely or in individual, are topic to trackers, scores, “idle” buttons, or simply quiet, always accumulating data. Pauses can result in penalties, from misplaced pay to misplaced jobs.

Some radiologists see scoreboards exhibiting their “inactivity” time and the way their productiveness stacks up towards their colleagues’. At firms together with J.P. Morgan, monitoring how staff spend their days, from making telephone calls to composing emails, has develop into routine apply. In Britain, Barclays Financial institution scrapped prodding messages to staff, like “Not sufficient time within the Zone yesterday,” after they triggered an uproar. At UnitedHealth Group, low keyboard exercise can have an effect on compensation and sap bonuses. Public servants are tracked, too: In June, New York’s Metropolitan Transportation Authority advised engineers and different staff they may work remotely in the future per week in the event that they agreed to full-time productiveness monitoring.

Architects, tutorial directors, docs, nursing residence staff and attorneys described rising digital surveillance over each minute of their workday. They echoed complaints that staff in lots of lower-paid positions have voiced for years: that their jobs are relentless, that they don’t have management — and in some instances, that they don’t even have sufficient time to make use of the toilet. In interviews and in lots of of written submissions to The Instances, white-collar staff described being tracked as “demoralizing,” “humiliating” and “poisonous.” Micromanagement is turning into commonplace, they mentioned.

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However probably the most pressing grievance, spanning industries and incomes, is that the working world’s new clocks are simply flawed: inept at capturing offline exercise, unreliable at assessing hard-to-quantify duties and susceptible to undermining the work itself.

UnitedHealth social staff had been marked idle for lack of keyboard exercise whereas counseling sufferers in drug remedy services, in line with a former supervisor. Grocery cashiers mentioned the strain to shortly scan objects degraded customer support, making it tougher to be affected person with aged customers who transfer slowly. Ms. Kraemer, the chief, mentioned she generally resorted to doing “busywork that’s senseless” to build up clicks.

“We’re on this period of measurement however we don’t know what we must be measuring,” mentioned Ryan Fuller, former vp for office intelligence at Microsoft.

The metrics are even utilized to religious take care of the dying. The Rev. Margo Richardson of Minneapolis turned a hospice chaplain to assist sufferers wrestle with deep, looking questions. “That is the massive take a look at for everybody: How am I going to face my very own dying?” she mentioned.

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Allina Well being

The Rev. Margo Richardson Hospice chaplain

Every morning, Ms. Richardson and her colleagues needed to mission what number of “productiveness factors” they might accumulate throughout the day’s work. However dying defied planning.

Tamir Kalifa for The New York Instances

However two years in the past, her employer began requiring chaplains to accrue extra of what it referred to as “productiveness factors.” A go to to the dying: as little as one level. Taking part in a funeral: one and three-quarters factors. A telephone name to grieving relations: one-quarter level.

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As these practices have unfold, so has resistance to what labor advocates name one of the crucial important expansions of employer energy in generations. TikTok movies supply recommendations on outsmarting the techniques, together with with a “mouse jiggler,” a tool that creates the looks of exercise. (One in style mannequin is known as Liberty.) Among the most carefully monitored staff within the nation have develop into a number of the most restive — warehouse staff making an attempt to unionize, truckers forming protest convoys.

However many employers, together with makers of the monitoring expertise, say that even when the small print want refining, the apply has develop into invaluable — and maybe inevitable.

Monitoring, they are saying, permits them to handle with newfound readability, equity and perception. Derelict staff will be rooted out. Industrious ones will be rewarded. “It’s a technique to actually simply deal with the outcomes,” quite than impressions, mentioned Marisa Goldenberg, who ran a division of the corporate Ms. Kraemer joined, and mentioned she used the instruments carefully.

Some employers are making a commerce: “If we’re going to surrender on bringing folks again to the workplace, we’re not going to surrender on managing productiveness,” mentioned Paul Wartenberg, who installs monitoring techniques for shoppers together with accounting companies and hospitals.

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However in-person workplaces have embraced the instruments as properly. Tommy Weir, whose firm, Enaible, supplies group productiveness scores to Fortune 500 firms, goals to finally use particular person scores to calibrate pay. “The actual query,” he mentioned, “is which firms are going to make use of it and when, and which firms are going to develop into irrelevant?”

Captured on Digicam

Ms. Kraemer, the finance govt, thought she had seen all of it. Years after working at Enron, the power big turned enterprise blowup, she and former colleagues nonetheless held reunions to commemorate what they’d been by. However she had by no means encountered something just like the practices of ESW Capital, a Texas-based group of enterprise software program firms.

She and her co-workers may flip off their trackers and take breaks anytime, so long as they hit 40 hours per week, which the corporate logged in 10-minute chunks. Throughout every of these intervals, at some second they may by no means anticipate, cameras snapped pictures of their faces and screens, creating timecards to confirm whether or not they had been working. Some bosses allowed a number of “unhealthy” timecards — exhibiting interruptions, or no digital exercise — in line with interviews with two dozen present and former staff. Past that, any snapshot through which they’d paused or momentarily stepped away may price them 10 minutes of pay. Generally these playing cards had been rejected; generally the employees, realizing the foundations, didn’t submit them in any respect.

Whereas the tracker was on, “you couldn’t select these lavatory or espresso moments — you simply needed to wing it,” she mentioned.

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Matthew Phillp Copywriter

Mr. Phillp misplaced a contract job after refusing to put in Time Physician, software program that might have taken screenshots of his work. He mentioned he discovered it intrusive — and probably deceptive, since he usually works on paper.

Sarah Blesener for The New York Instances

Although Ms. Kraemer didn’t realize it, that software program had been created with a way of promise about the way forward for the office.

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It was a part of a daring plan for streamlining and “redefining the way in which folks work,” as one of many creators put it. Workplace settings had been choked with pointless interruptions, they believed, and constrained by geography from hiring the perfect expertise worldwide. Smartphones and their fixed pings had been a rising risk to focus.

If expertise may optimize productiveness, everybody would profit, the executives mentioned. The corporate would accomplish extra. Staff would carry out higher, then sign off to stay their lives.

To hold out this imaginative and prescient, ESW deployed a agency referred to as Crossover, based in 2014, to rent and handle staff. Wages had been excessive, and advantages sparse: Practically everybody can be contractors, utilizing their very own computer systems. The executives tailored an current tracker into WorkSmart, the software program that positioned Ms. Kraemer and others underneath a dome of digital supervision.

The system drew adherents, as a result of the productiveness good points had been exceptional. Goofing off was excised. In interviews, former supervisors described having newfound powers of close to X-ray imaginative and prescient into what staff had been doing apart from working: watching porn, taking part in video video games, utilizing bots to imitate typing, two-timing Crossover by programming for different companies, and subcontracting their assignments out to lower-paid staff.

Different staff, they mentioned, turned extra environment friendly. “When you see these metrics, these insights, one thing modifications: You notice how a lot you waste doing nothing, or simply multitasking and never engaging in stuff,” mentioned Federico Mazzoli, a co-creator of WorkSmart. Some abroad staff mentioned the intrusions had been well worth the U.S. salaries that enabled them to purchase houses or begin companies.

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However Ms. Kraemer, like lots of her colleagues, discovered that WorkSmart upended concepts she had taken as a right: that she would have extra freedom in her residence than at an workplace; that her M.B.A. and expertise had earned her extra say over her time.

Workdays grew longer for her and others, partially as a result of offline work didn’t depend, but in addition as a result of it was practically not possible to work on-line with unwavering focus. Taking time to mull or bantering with colleagues turned out to be essential to each doing her job and getting by the day, even when these moments went unpaid.

“You must be in entrance of your pc, in work mode, 55 or 60 hours simply to get these 40 hours counted and paid for,” Ms. Kraemer mentioned. Although WorkSmart allowed cost requests for offline work, staff mentioned managers didn’t at all times encourage them. (Executives from ESW and Crossover didn’t reply to repeated requests for remark together with written questions on whether or not any of those practices have since been up to date. However Crossover defends its practices on its web site, saying that its “‘Fitbit’ of productiveness” spurs motivation, accountability and “distant freedoms.”)

Two years after serving to to construct WorkSmart, Mr. Mazzoli began utilizing it. He turned awash in anxiousness and uncertain about its accuracy. “Some days you had been simply shifting the cursor round only for the sake of it,” he mentioned. The device was highly effective however harmful, he concluded. (He left the corporate a 12 months later.)

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Terrence Wise, Inventory department manager with McDonald’s


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Terrence Sensible Shift supervisor

When Mr. Sensible labored at a Kansas Metropolis McDonald’s, he mentioned, stations had been carefully monitored and staff feared “going pink,” or not shifting shortly sufficient.

Chase Castor for The New York Instances

Crossover’s popularity as an employer started to slip, with on-line critiques that warned towards working there. The corporate heard so many complaints in regards to the digital camera skilled on every employee that they eliminated it as a default characteristic, in line with Mr. Mazzoli. Ms. Kraemer left ESW and sued Crossover for unpaid wages for work that its system didn’t monitor. The case was settled for an quantity she is barred from disclosing.

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However WorkSmart’s creators had adopted an concept that was going mainstream. Human sources, as soon as reliant on extra subjective assessments, was turning into extra of an analytics enterprise. Employers had at all times sought to get probably the most out of staff, and a few fields had lengthy recorded billable consumer hours, however this was totally different. “The folks information revolution, predicted for years, has lastly arrived,” proclaimed a 2018 Deloitte report.

Software program makers competed to ship worker rankings, app-activity experiences and color-coded charts exhibiting who was doing what. Even software program that wasn’t designed for productiveness surveillance contributed to it. Microsoft Groups, launched in 2017 and brought up by lots of of tens of millions of individuals, signaled which customers had been “energetic” (inexperienced dot) or “away” (yellow). Salesforce, the main advertising, gross sales and customer support program, logged emails despatched and telephone calls made to prospects. At monetary companies, monitoring software program arrange for compliance causes additionally served up insights on how staff spent their time.

Upwork, a contract market now utilized by podcast producers, accountants and lots of of hundreds of different expert staff, supplied a time-tracking characteristic just like WorkSmart’s that took screenshots throughout each 10-minute billing window. (That is no coincidence: The tracker that impressed WorkSmart is now a part of Upwork.) Freelancers may attempt to clarify screenshots exhibiting moments of inactivity, however as with WorkSmart, some mentioned they submitted solely the unblemished ones, in impact forgoing pay for a few of their labor.

The arrival of the pandemic, spurring companies to maintain tabs on staff at residence, hastened a shift that was already underway. As extra employers adopted the instruments, extra staff shared Ms. Kraemer’s expertise: The software program was warping the foundations of time and belief of their work lives.

Within the spring of 2020, Patrick Baratta graduated from the College of Virginia and started working remotely for AlphaBrook, which supplies analysis on authorities contracting. Quickly the corporate started gauging its staff’ productiveness utilizing a program referred to as Monitask, in line with Mr. Baratta and several other former colleagues.

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As soon as, he mentioned, a supervisor requested why his rating had dropped throughout a specific 10-minute increment. “Generally I’ve to make use of the toilet,” he replied. (Matthew Hastings, AlphaBrook’s founder and chief govt, mentioned the corporate “would by no means assess an worker over simply 10 minutes of their time.”) In interviews and written submissions to The Instances, staff throughout a wide range of jobs — pharmaceutical assistants, insurance coverage underwriters, staff of e-commerce firms — additionally mentioned productiveness strain had led to issues with lavatory breaks.


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Patrick Baratta, Research Analyst with AlphaBrook


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Patrick Baratta Analysis Analyst

Mr. Baratta, who had not too long ago graduated from faculty, discovered his pc use tracked so carefully that managers inquired a couple of interval when he had been within the lavatory.

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Hilary Swift for The New York Instances

Some firms that adopted monitoring instruments throughout the Covid-19 shutdown maintained them even after returning to work in individual. CoStar Group, a Washington-based actual property information firm the place a good friend of Mr. Baratta took a job, continued maintaining intricate data of how staff spend their time. (One report seen by The Instances had over 20 entries in a single hour of an worker’s day.) CoStar mentioned that these numbers weren’t used as stand-alone instruments and that a greater measurement was the month-to-month rankings of particular person worker output displayed on screens within the workplace.

Bigger, extra established firms are taking related steps. UnitedHealth Group has 350,000 staff, a perch excessive on the Fortune 500 listing and annual revenues of lots of of billions of {dollars}. It additionally has strict techniques for measuring “idle time” that some staff say are deeply flawed.

Jessica Hornig, a Rhode Island social employee who supervised two dozen different UnitedHealthcare social staff and therapists seeing sufferers with drug dependancy and different critical issues, mentioned their laptops marked them “idle” after they ceased keyboard exercise for greater than a short time. They had been labeled derelict throughout delicate conversations with sufferers and visits to drug remedy services.

“This actually killed morale,” Ms. Hornig mentioned. “I discovered myself actually struggling to clarify to all my group members, grasp’s-level clinicians, why we had been counting their keystrokes.”

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In recent times, she mentioned, the scores have develop into much more consequential: On efficiency evaluations, social staff had been rated 1 to five based mostly on the period of time they had been digitally engaged — numbers that affected compensation. Ms. Hornig mentioned her group spent hours every week piecing collectively alternate data however had bother maintaining with out compromising core elements of their job.

Different UnitedHealth staff described related issues. For Linda Eusebi, who works on insurance coverage letters from her residence in Backyard Grove, Calif., compensation is tied to “idle time.” On the finish of the workday when her company-issued pc is shutting down, it generally will get caught in “idle” mode all night time, throwing off her numbers. (She mentioned her managers, conscious of the issues however unable to repair them, started reminding her and others to jiggle their mice throughout conferences and coaching classes.)

Isaac Sorensen, a spokesman for Optum, a division of UnitedHealth Group, acknowledged that the corporate monitored staff however declined to say what number of, and mentioned it thought of a number of elements in evaluations. “We all know there is no such thing as a single measure to completely assess group productiveness or particular person efficiency,” he mentioned.

For pissed off staff, or for firms navigating what to speak in confidence to staff or easy methods to deploy metrics in pay or firing selections, the legislation supplies little steering. In lots of states, employers have “carte blanche in easy methods to implement these applied sciences to surveil staff,” mentioned Ifeoma Ajunwa, a legislation professor on the College of North Carolina.

Lots of at the moment’s office laws, together with the Honest Labor Requirements Act of 1938, had been written lengthy earlier than “backside performer” dashboard shows had been conceivable. A New York legislation that took impact this spring requires employers to reveal the kind of data they acquire. However efforts to enact an analogous rule in California stalled amid opposition from enterprise teams.

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“The expertise is simply rising and enhancing so shortly,” mentioned Brian Kropp, the pinnacle researcher for Gartner, a human sources consulting agency. “It’s shifting sooner than staff notice it’s, and an entire lot sooner than authorities can regulate it.” Funding in new office applied sciences has been hovering, in line with Jason Corsello, a enterprise capitalist, who referred to as “efficiency administration” one of many fastest-growing classes, with an eightfold improve in funding within the final 5 years.

However the march towards ever-tighter monitoring can be encountering some limits. Some firms have rejected the strategy outright, and earlier this 12 months, Amazon quietly eased again on the best-known, and most criticized, productiveness metric within the American office.

For years, Amazon’s “break day process” coverage recorded warehouse staff’ each pause and resulted within the firing of extremely praised staff after one unhealthy day. With unionization efforts underway on Staten Island and new California laws on warehouse metrics, Amazon reformulated its guidelines. The corporate nonetheless calculates each employee’s “price,” or tempo. However the time period “break day process” has been retired, in line with Kelly Nantel, a spokeswoman, and managers have been directed to look solely into “idle” intervals longer than quarter-hour. The up to date guidelines, she mentioned, are supposed to acknowledge that staff might have to consult with a colleague or spend a number of further minutes within the restroom — in different phrases, to raised replicate folks’s pure habits and cadences.

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‘Non secular Care Drive-Bys’

Within the first month after becoming a member of the group of hospice chaplains in Minnesota, the Rev. Heather Thonvold was invited to 5 potlucks. To endure the fixed sorrow of the work, the greater than a dozen clergy members ministered to 1 one other. Generally the cantor within the group performed guitar for his largely Protestant colleagues. There was consolation in relating to their work as a calling, a number of of them mentioned.

In August 2020, the productiveness revolution arrived for them in an e mail from their employer, a nonprofit referred to as Allina Well being.

“The timing is just not preferrred,” the message mentioned, with the group already strained by the pandemic. However workloads diverse too extensively, and “the stark actuality at this level is we can not wait any longer.”


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Ms. Cooksey craves larger monitoring, she mentioned, as a result of she suspects {that a} colleague on her group is doing far lower than she is. “There’s no accountability after we’re working from residence,” she mentioned.

Eva Marie Uzcategui for The New York Instances

Allina was already maintaining monitor of productiveness, however now there can be stricter procedures with increased expectations. Each morning the chaplains would share on a spreadsheet the variety of “productiveness factors” they anticipated incomes. Each night, software program would calculate whether or not they had met their targets.

However dying defied planning. Sufferers broke down, canceled appointments, drew remaining breaths. This left the clergy scrambling and in a perpetual dilemma. “Do I see the sufferers who earn the factors or do I see the sufferers who actually have to be seen?” as Mx. Thonvold put it.

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On the chaplains’ conferences, they shared their apprehension. The kind of consideration and care that had drawn them to this work may impede their level totals, they advised their managers. The dying had been usually lonely, and the issue of journey throughout the pandemic left them extra remoted. Some requested questions with no brief solutions, like “What’s it prefer to die?” Ms. Richardson mentioned.

“Folks’s total life experiences come into play,” she continued. “You get all of it: the tears, the anger, the guilt.”


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Isaac Kohen, VP of R&D with Teramind


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Isaac Kohen Vice President for Analysis & Improvement

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Mr. Kohen’s firm gives surveillance for compliance causes — but in addition “stay montage” and “newest snapshot” views of staff’ screens.

Scott McIntyre for The New York Instances

Generally the chaplains sacrificed factors, risking reprimand or making an attempt to make them up later. However their jobs relied on assembly the requirements. So that they shifted whom they noticed when, the time they spent and the depth of their relationships with the dying, some mentioned. Group settings like nursing houses had been wealthy sources of factors. Single sufferers in houses dotting the larger Minneapolis-St. Paul space weren’t.

“That is going to sound horrible,” Mx. Thonvold mentioned, “however each once in a while I might do what I regarded as ‘religious care drive-bys’” to rack up factors. If a affected person was sleeping, “I may simply speak to the nurse and say, ‘Are there any considerations?’ It counted as a go to as a result of I laid eyes.”

However final summer time, Ms. Richardson and Mx. Thonvold got here to the identical conclusion: The metrics prevented them from fulfilling their calling. They give up.

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Allina’s director of hospice, Lisa Abicht, mentioned in an announcement that the corporate was “extraordinarily pleased with the high-quality and compassionate hospice care” its groups present. For the reason that productiveness modifications, she mentioned, staff’ targets and efficiency had been extra clear, workloads had been extra balanced, and “affected person satisfaction scores” and “worker sustainable engagement” scores had been up.

The productiveness mission, she mentioned, had been successful.

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Granderson: Here's one way to bring college costs back in line with reality

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Granderson: Here's one way to bring college costs back in line with reality

It took me by surprise when my son initially floated the idea of not going to college. His mother and I attended undergrad together. He was an infant on campus when I was in grad school. She went on to earn a PhD.

“What do you mean by ‘not go to college’?” I pretended to ask.

My tone said: “You’re going.” (He did.)

Opinion Columnist

LZ Granderson

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LZ Granderson writes about culture, politics, sports and navigating life in America.

The children of first-generation college graduates are not supposed to go backpacking across (insert destination here). They’re supposed to continue the climb — especially given that higher education was unattainable for so many for so long. The thought of not sending my son to college felt like regression for our family. In retrospect, our conversation said more about the future.

A 2023 study of nearly 6,000 human resources professionals and leaders in corporate America found only 22% required applicants to have a college degree.

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The labor shortage is one aspect of the conversation. The shift in academia’s place in society is more significant.

I’m sure that sounds like a good thing for young people joining the workforce. As an educator, my concern is what happens to a society if only the wealthy pursued higher education. Oh, that’s right: We did that already, back before there was a middle class … and paid vacations.

Though it must be said the lowering of hiring requirements isn’t the only threat to the college experience.

Academia has publicly mishandled the campus tensions and student protests that began after the Hamas attack against Israel on Oct. 7, and that certainly hasn’t been good for academia either. Neither has canceling commencement speakers … or commencement itself. Add in the rising costs — up nearly 400% in 30 years compared with 1990 rates — and, well, the college bubble hasn’t quite burst, but it’s hemorrhaging.

Forgiving student loan debt — whether you agree with the idea or not — addresses the past.

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The future of colleges depends on the future of labor. If employers are making it easier to enter corporate America without a degree, then universities must adjust how much cash they try to extract from students and their families, because the return on investment will be falling.

College enrollment has already been declining for a decade, and it’s not because Americans have become less ambitious or less willing to invest in their children’s futures. It’s because of eroding confidence that a degree guarantees a higher quality of life.

Imagine that your high school senior is interested in going to college and wants to major in education or communication or the arts. The sticker price for tuition, even at a state school, is going to look pretty steep. If your child were headed toward a degree in engineering or business, that same tuition might feel like a better bet.

There’s no reason tuition rates couldn’t vary to reflect this reality. Colleges and universities should set tuition rates for classes based on the earning potential of the discipline studied.

If our groceries stores can figure out a way to charge us more for organic produce, then surely this great nation can devise a system to set college costs that accounts for future earnings.

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For example, according to the National Education Assn., the starting salary for a teacher in California is about $55,000, the fourth highest in the nation. For California residents, the cost to attend UCLA comes to almost $35,000 a year, without financial aid. That math just doesn’t work.

It’s easy to see why 20% of the nation’s teachers work a second job during the school year to make ends meet. Between 2020 and 2022, the nation lost about 300,000 educators, and we’re facing a teacher shortage. To address the issue, a number of states have loosened the teacher certification rules to make it easier to get more bodies in the classroom, which sounds … less than ideal.

Instead, why not lower the cost of credit hours for college students pursuing a degree in education? Wouldn’t parents feel more comfortable knowing the people in the classroom set out to teach and earned the credentials?

If colleges don’t find ways like this to lower costs for at least some students, higher education will become a relic. Just as cable cutting reshaped the economics of the TV industry, the trend of corporate America moving away from degree requirements is going to put pressure on universities to make some big changes.

There have already been tectonic shifts in a short period of time. Because of the COVID-19 pandemic, colleges lost international students, who once propped up many institutions by paying higher rates than Americans.

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Attendance by Americans is forecast to plummet starting next year. Because of low birth rates and low rates of immigration, the U.S. has fewer young people in the classes graduating from high school after 2025.

And perhaps most importantly, our confidence in college is slipping. In 2015, when my son graduated from high school, Gallup found nearly 60% of Americans had a “great deal” or “quite a lot” of confidence in our higher education system. It was under 50% in 2018. It was under 40% last year.

No telling what that number is today.

Which is sad because there is still so much to value — beyond career choices — to a liberal arts education. Given how we live, college is one of the few places we have left in America where young people from different walks of life can meet. That’s important to the health of a nation as diverse — and segregated — as we are.

Colleges will naturally shrink because of demographics, and they can use this time to adjust their business models as well and charge fairer prices. We need young people to be able to replenish all career fields, and that includes art and music and education. It’s time to rethink the economic approach so they aren’t saddled with debt that those careers can’t repay.

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Washed Out's new music video was created with AI. Is it a watershed moment for Sora?

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Washed Out's new music video was created with AI. Is it a watershed moment for Sora?

“The Hardest Part,” a new song from indie pop artist Washed Out, is all about love lost, among the most human of themes.

But ironically, to illustrate the tune’s sense of longing, the musician turned to something far less flesh-and-blood: artificial intelligence.

With Thursday’s release of “The Hardest Part,” Macon, Ga.-based Washed Out, whose real name is Ernest Greene, has the first collaboration between a major music artist and filmmaker on a music video using OpenAI’s Sora text-to-video technology, according to the singer-songwriter’s record label Sub Pop.

The roughly four-minute video, directed by Paul Trillo, speedily zooms the viewer through key elements of a couple’s life. The audience sees the characters — a red-haired woman and a dark-haired man — go from making out and smoking in a 1980s high school to getting married and having a child. “Don’t you cry, it’s all right now,” Greene croons. “The hardest part is that you can’t go back.”

The couple aren’t played by real actors. They’re created entirely digitally through Sora’s AI.

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The video could mark the beginning of a potentially groundbreaking trend of using AI in video production.

“I think where we are now — that’s about to explode, and so I look forward to being able to incorporate some of this brand-new technology and seeing how that informs what I can come up with,” Greene said in an interview. “So, if that’s pioneering, I would love to be part of that.”

“The Hardest Part” — the lead single from Greene’s new self-produced album, “Notes From a Quiet Life,” set for release on June 28 — is the longest music video made through Sora technology so far. The program creates short clips based on written text prompts. This enabled Trillo to build scenes in a way that would’ve been many times more expensive with actual actors, sets and locations.

“Not having the limitations of budget and having to travel to different locations, I was able to explore all these different, alternate outcomes of this couple’s life,” Trillo said.

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Trillo is one of the creatives who has early access to Sora, which is not yet publicly available. OpenAI unveiled Sora in February and has been testing the system with directors and meeting with Hollywood executives and producers. It’s working out kinks and trying to address intellectual property concerns.

The innovations in AI have been hugely controversial in many corners, including in the music industry, which has been plagued by the use of “deepfakes,” or video and audio that falsely uses an artist’s image or voice. Musicians and others have pushed for legislation to combat such misleading creations, and talent agencies are working with tech startups to clamp down on unauthorized digital mimicry.

The introduction of Sora — coming from the same company that created the text-based AI model ChatGPT — raised concerns within Hollywood and elsewhere about its potentially devastating impact on jobs and production. Still, it inspired excitement among some creatives for the ways it could help them achieve their vision onscreen without being constrained by special effects budgets and travel limitations.

Both Greene and Trillo said they were able to do more with Sora than they would have with real-life sets on their budget. Sub Pop did not disclose the costs for the video. The music artist did not pay OpenAI to use the tech for the music video.

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The two men had explored other ideas, including hiring dancers, and filming in a location that resembled the green hills in the art for Greene’s new album, but that proved difficult because of time and financial constraints. So Trillo suggested experimenting with Sora.

Greene, whose music TV audiences may recognize from the theme song of the satirical sketch comedy show “Portlandia,” was hesitant at first.

“I feel like with my music and most of the videos I’ve made over the years, it always starts from like a real emotional, sincere place,” Greene said, noting that many of the examples of AI video he’d seen existed in the dreaded “uncanny valley,” human-like but eerily artificial.

Nonetheless, Greene was willing to experiment. So Trillo tried out different concepts to see what would work in the video. Using the technology, he could explore all the various outcomes of the couple’s life across multiple locations by creating elaborate text-based prompts. He completed the video in about six weeks, editing together about 55 clips in the video from the roughly 700 that he generated using Sora.

“With this, there was no editing myself,” Trillo said. “I was really able to just try things and so that organically creates a different kind of story because of that, being able to throw so much at the wall and see what sticks.”

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To generate usable clips, Greene needed to write prompts with enough specific details about not just the image itself but the shot angles and movements of the characters. “We zoom through the bubble it pops and we zoom through the bubblegum and enter an open football field,” Trillo wrote as part of his prompt for one brief snippet of video. “The scene is moving rapidly, showing a front perspective, showing the students getting bigger and faster.”

The final music video for “The Hardest Part” shows several locations, including a high school, a grocery store, rolling hills, a hallway with billowing white sheets and fire burning through the walls.

Ernest Greene, known as music artist "Washed Out," will have a new album, "Notes From a Quiet Life," released on June 28.

Ernest Greene, known as music artist “Washed Out,” will have a new album coming out at June 28.

(Ernest Greene)

There were some limitations. Sometimes Trillo would have an idea and Sora would nail it. Other times, it would create something chaotic and unusable. The videos would come out with inconsistencies, which Trillo would sometimes choose to just overlook. The characters look a little different from clip to clip, as does the couple’s child.

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Part of the video’s artsy charm is its dreamlike state — recollections of a couple’s life that illustrate the murkiness of human memory.

“You have to know where to pick your battles with it,” Trillo said of Sora. “You kind of have to relinquish a bit of your free will in working with this thing and you kind of have to accept the nature of how chaotic it is.”

“I was certainly blown away with just how far he could take it in piecing a story together,” Greene said.

Both Greene and Trillo said they see AI as potentially opening more opportunities for people to push the music video art form forward. Music videos are a logical medium in which to play around with AI, because they’re usually short and cost much less to make than feature films and television episodes.

However, Trillo said, it’s important to him that this is not used as a new main method for creation but rather another tool in the tool belt.

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“A lot of music videos just don’t have the budgets to really dream big,” Trillo said. “I think AI can help the music industry in terms of creating things that even Ernest could dream of that maybe he wouldn’t have dared to dream before.”

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Boeing faces critical launch Monday ferrying astronauts to the International Space Station

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Boeing faces critical launch Monday ferrying astronauts to the International Space Station

Ferrying astronauts to the International Space Station has almost become routine — but not for Boeing and not on Monday, when after years of delay it’s finally set to launch two crew members to the orbiting platform on a critical test flight.

The Arlington, Va.-based aerospace giant was awarded a $4.2-billion contract in 2014 to build and operate a spacecraft to service the station, while El Segundo rival Space X received $2.6 billion to do the same.

Both were given out under NASA’s Commercial Crew Program, established to have American companies taxi astronauts to the station.

The stakes are particulary high for Boeing. Since 2020, SpaceX completed its crewed test flight and has ferried eight operations crews to the base — while Boeing has managed only two unmanned flights, including one that docked remotely in May of last year.

Boeing has long-standing and historic ties to the aerospace industry in Southern California — the Apollo command and service modules were built at North American Aviation’s plant in Downey. Its current operations include a satellite facility in El Segundo.

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Boeing’s new Starliner capsule was scheduled to launch with a crew last summer, but a problem was discovered with its parachute system and the use of flammable tape in the craft, a mile of which was removed. It was just the most recent of several delays.

Starliner, with crew members strapped in, is set to blast off at 7:34 p.m. Pacific time at Cape Canaveral Space Force Station in Florida. If the weather doesn’t cooperate or other minor issues arise, it could fly the next day or later in the week.

After the delays and a reported $1.5 billion in cost overruns the company had to absorb, analysts say it’s critical that the mission goes well. That’s especially true, given Boeing’s already battered reputation, after two crashes of its 737 Max 8 jets and a door plug that blew out of a 737 Max 9 flight this year on its way to Ontario International Airport in San Bernardino County.

“It’s very important for [Boeing’s] desire to be relevant to NASA, relevant to manned space flight and for confidence internally to turn around and execute a program that’s had problems,” said Ken Herbert, a Boeing analyst at RBC Capital Markets. “This could be a big win for Boeing, if they can successfully pull this off, just in light of all the bad news they get from every other part of the business.”

The capsule is designed to be reused 10 times, similar to SpaceX’s Dragon Capsule that services the station. It will be launched from an Atlas V rocket, a reliable workhorse built by the United Launch Alliance, a joint venture of Boeing and Lockheed Martin. Starliner should take about 26 hours to reach the station, which orbits at roughly 17,500 mph.

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The flight plan calls for NASA astronauts Barry Wilmore and Sunita Williams to spend a minimum of eight days testing the docked Starliner capsule, before returning to Earth as soon as May 15. Unlike SpaceX’s capsule, which splashes down on water, Starliner will deploy giant air bags and touch down on land in one of four possible locations in the Southwest — a system the Russian space program has used since its inception. Edwards Air Force Base in Kern County is a contingency landing zone.

Assuming the flight is a success, Boeing would be cleared to fly Starliner on regular flights carrying cargo and astronauts, where it would stay docked for six months and provide NASA with a second, redundant American craft to reach the station, a longtime goal. The 15-feet-in-diameter capsule, shaped like a Hershey’s Kiss, can carry up to seven astronauts without cargo or fewer with it.

NASA Administrator Bill Nelson expressed confidence in the flight despite problems Boeing has experienced with its commercial aircraft.

“Understand that anytime you fly in space, it’s risky business, but we don’t fly, until we — NASA — are satisfied that it is as safe as possible,” he told The Times.

A Boeing spokesperson declined to respond to requests for comment.

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Mark Nappi, the manager of Boeing’s Commercial Crew Program, said at a news conference Friday, “I have never felt readier on any mission that I have ever participated in. … We are where we are supposed to be at this point.”

NASA contracted with SpaceX and Boeing after being forced to rely solely on the Russian space program to resupply and send crews to the station after the space shuttle program ended in 2011.

A longer-term issue for Boeing is that it has taken so long to certify Starliner that it might only service the station for its contracted six missions before the lab is sent back to Earth in 2031 in a controlled descent, where it will burn up in the atmosphere. Initially assembled in 1988, it is now the size of a football field and some pieces are expected to land in the far reaches of the ocean.

NASA wants to focus its resources on planned missions to the moon and deep space through its Artemis program, and the Russians aren’t interested either, said aerospace analyst Marco Caceres of Teal Group.

“The Russians have certainly expressed their desire not to continue their presence for no more than another 10 years,” he said.

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While the station includes modules from multiple countries, NASA and the Russian program were its primary constructors, including a core power module the Russians sent up on the very first launch.

There have been nearly 4,000 scientific studies conducted on the station and now NASA is funding and supporting the development of commercial space stations where it can lease space to conduct science as needed. That includes Orbital Reef, a planned station by Jeff Bezos’ Blue Origin aerospace company.

NASA expects that Boeing and SpaceX will service those stations, and Boeing has said it has plans to launch Starliner to ferry astronauts to the station, which is still in its early development stages. Nappi said Friday that the company will “have time to make those decisions.”

Even if the Starliner flight goes flawlessly, NASA will continue to send astronauts to the space station on Russia’s Soyuz craft, given the country’s key role in building and continuing to operate the station.

Nelson said that aside from Russia’s operational role, it is important for the two space programs to maintain good relations despite tensions over the war in Ukraine, noting that each country has personnel embedded in the other’s mission control operations. He recalled how that relationship began when an Apollo capsule docked with a Russian Soyuz craft in a historic test project started amid the Cold War.

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“This cooperation in space has been going in genuine success ever since Gen. Tom Stafford and Gen. Alexei Leonov came across that threshold docked in space in 1975,” he said. “There has been no evidence we have any problem. It is steady as you go.”

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