Can the Beckhams’ Brand Survive Their Family Feud?
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Can the Beckhams’ Brand Survive Their Family Feud?

In a series of social-media posts, the eldest child of David and Victoria Beckham threw stones at the image of a ‘perfect family’.

By SAM SCHUBE & CHAVIE LIEBER
Thu, Jan 22, 2026 11:42amGrey Clock 4 min

David Beckham was at the World Economic Forum in Davos, Switzerland, on Tuesday with Bank of America chief executive Brian Moynihan to promote their new partnership. But all anyone wanted to talk about was his son.

After the obligatory questions about business and the World Cup, a host on CNBC’s “Squawk Box” lobbed Beckham an out-of-left-field query about how young people can preserve their mental health in the age of social media.

“Children are allowed to make mistakes,” Beckham, 50, said. “That’s how they learn. So, that’s what I try to teach my kids, but you have to sometimes let them make those mistakes as well.”

Just a day earlier, his 26-year-old son Brooklyn Beckham had posted a series of accusations about his soccer-famous father and pop-star-turned-fashion-designer mother, Victoria Beckham.

He said that his parents had controlled him for years, lied about him to the press and sought to damage his relationship with his wife, Nicola Peltz Beckham. Their goal, he said, was to affect the image of a “perfect family.”

“My family values public promotion and endorsements above all else,” he wrote on Instagram. “Brand Beckham comes first.”

Brooklyn Beckham posted a series of accusations about his parents on his Instagram Stories this week.

Brooklyn Beckham posted a series of accusations about his parents on his Instagram Stories this week. Brooklyn Beckham

 

That brand has been burnished over decades of professional triumphs, tabloid scandals and slick dealmaking.

Recently, both David and Victoria Beckham put their legacies on-screen in docuseries that cast them as hardworking entrepreneurs and devoted parents. Their image appeared stronger than ever. Now their firstborn child is throwing stones.

Representatives for David Beckham, Victoria Beckham and Brooklyn Beckham did not respond to requests for comment. A representative for Nicola Peltz Beckham declined to comment.

In the U.K., the Beckhams are as close as you can get to royalty without sharing Windsor DNA. David is perhaps the most famous English player in soccer history, while Victoria parlayed her Spice Girls fame into a career as a respected fashion designer.

Their partnership was forged in the cauldron of 1990s celebrity gossip, with their every move—in their careers, their bumpy personal lives and their adventurous senses of personal style—subject to tabloid scrutiny.

“They were Taylor Swift and Travis Kelce before Taylor Swift and Travis Kelce,” said Elaine Lui, founder of the website Lainey Gossip.

Over time, the couple became savvy managers of their own brand, a sprawling modern empire including a professional soccer team, fashion and beauty lines, investment deals and commercial partnerships.

In recent years they each released a Netflix docuseries—“Beckham” in 2023, “Victoria Beckham” in 2025—featuring scenes from their private family life. (Brooklyn and Nicola appeared in David’s series, but not Victoria’s.)

“The way they’ve performed their celebrity has been togetherness,” Lui said: Appearing and engaging with the world as a happily married couple, in both relative calm and amid scandal. And as their family grew, their four children became smiling ambassadors for Brand Beckham, too.

Until Monday night. In a series of Instagram Story posts, Brooklyn accused his parents of “trying endlessly to ruin” his marriage to Nicola, an actress and model, and the daughter of billionaire investor Nelson Peltz . Brooklyn declared, “I do not want to reconcile with my family.”

Where Victoria and David seemed to see press scrutiny as part of the job, Brooklyn and Nicola are operating in a manner more typical of their own generation. Brooklyn’s posts call to mind the “no contact” boundaries some children have enforced with their parents in recent years to much pop-psych chatter.

Andrew Friedman, managing director of crisis communications at Orchestra, said he’d advised many clients through family drama. “Going public,” he said, should be a “last resort.”

He’s also warned clients that using social media to air grievances opens a can of worms. “Nuance is not welcome in social-media feeding frenzies,” Friedman said. “Sensational and unusual details will overshadow the central issue.”

Brooklyn and Nicola went public with their relationship in 2020 and married in a 2022 ceremony at her family’s Palm Beach estate.

Brooklyn and Nicola went public with their relationship in 2020 and married in a 2022 ceremony at her family’s Palm Beach estate. GC Images

Brooklyn, the eldest of the Beckhams’ four children, has built a following in his parents’ image, though without the benefit (or burden) of a steady career.

He’s worked as a model, photographer, cooking-show host and most recently founded a hot-sauce brand. Brooklyn and Nicola went public with their relationship in 2020 and married in a lavish 2022 ceremony at her family estate in Palm Beach, Fla.

Rumors of a family feud flared almost immediately after the wedding, including whispers about the fact that Nicola didn’t wear a dress made by her fashion-designer mother-in-law.

Brooklyn on Monday recounted further grievances related to a mother-son dance and the seating chart. In the months and years that followed, celebrity journalists and fans closely tracked both generations of the family, looking for cracks in the relationship.

But official dispatches from Beckham World suggested that things were just fine. In a scene from the final episode of David’s Netflix series, the Beckham family, including Brooklyn and Nicola, joke around on a visit to their country home. It’s a picture of familial bliss.

“We’ve tried to give our children the most normal upbringing as possible. But you’ve got a dad that was England captain and a mom that was Posh Spice,” David says in voice-over.

“And they could be little s—s. And they’re not. And that’s why I say I’m so proud of my children, and I’m so in awe of my children, the way they’ve turned out.”



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Forget the AI Apocalypse—the Real Threats Are Already Here

Could fears of an AI apocalypse be distracting us from the dangers already here? Experts debate whether regulation should focus on speculative existential threats or present-day harms, including cyberattacks, weapons and unsafe autonomous agents. Read more via the link in bio.

By Christopher Mims
Thu, Sep 17, 2026 5 min

There is ample and alarming evidence that artificial intelligence can help humans do bad things, such as committing cyberattacks, building weapons and even killing themselves or others. The Hugging Face hacking episode—and a growing list of others by poorly constrained swarms of agents—indicate just how powerful and potentially dangerous AI has quickly become.

Yet many inside the U.S. AI industry insist far worse is coming, on account of the imminent arrival of AI with superhuman and self-improving abilities.

Plenty of experts, including many who study AI harms for a living, are skeptical. The so-called doomers’ assertion that AI might decide to wipe out all of humanity—or even “just” topple human civilization—is contingent on it achieving a pace of development not yet seen.

And if the assumptions behind this global-doomsday scenario are wrong, it could lead us to curb or regulate AI in ways that don’t address its real harms.

At the center of this debate is the claim that current AI systems might take over the job of training their next versions, a process called “recursive self-improvement.” Think of it like evolution on steroids—billions of years happening at light speed within vast AI supercomputers. Anthropic Chief Executive Dario Amodei recently proposed a global agreement to slow down the pace of releasing new AI models, with the goal of delaying the arrival of recursive self-improvement.

“I don’t think we’re anywhere near ‘artificial general intelligence,’” says Melanie Mitchell, a professor at the nonprofit research group Santa Fe Institute who studies AI. She said AI is making impressive strides but thinks claims by engineers that they’ve achieved recursive self-improvement don’t stand up to scrutiny.

She is hardly alone. A recent paper by two dozen academics at Princeton, Stanford and other institutions found that even the most cutting-edge AIs are incapable of doing the original research required to advance the AI frontier.

Two of the authors involved in that paper also threw cold water on the idea that the Hugging Face swarm hack by OpenAI agents occurred because of a breakthrough in intelligence. The attack succeeded primarily because of a lack of basic technical guardrails, not an unmanageable explosion in AI capability, they wrote.

Yann LeCun, former chief AI scientist at Meta, posted that this analysis was “a welcome dose of sanity in an otherwise insane debate.”

OpenAI and Anthropic didn’t respond to several requests for comment.

The people who disagree with the doomers still consider AI to be dangerous, and point out that such systems don’t have to be particularly capable to be powerful. Some argue that AI should undergo regular evaluation by outsiders and that the companies that make it should be held responsible when their systems do harm. AI should also be treated the same as airplanes and elevators, and should be designed to do the least harm possible, they say.

“If you believe that technology is powerful enough to create novel, dangerous viruses, or to essentially take over the whole planet for some reason, then it must also be strong enough to create cures for cancer, to cure aging, to fix socio-economic or political problems,” says Christopher Canal, CEO of EquiStamp, a company that helps companies and governments evaluate AIs.

AI has shown an ability to rapidly advance because it is matching the abilities of humans who are constantly feeding it their knowledge. Sometimes it can recombine that knowledge and exceed what people have been capable of, through a kind of post-training known as reinforcement learning, as we’ve seen in mathematics.

Today’s LLMs are “models of knowledge” rather than actually intelligent, wrote Yi Ma, professor of AI at Hong Kong University.

Researchers at universities and commercial AI research labs in China wrote in a recent paper that autonomous, self-improving AI is likely to be a long way off, due to the sheer number of breakthroughs required. They also argue that humans will probably remain in the loop, supervising that process—and gating how fast it can occur.

Vals AI, a company that evaluates today’s AI models, maintains an RSI Index that benchmarks whether models can “do the research that builds the next model.” So far, no publicly released model is even close.

Yet Rayan Krishnan, CEO of Vals AI, says his team projects models will exceed humans’ ability to improve the next generation of AIs by August 2027, or sooner, and at that point could start building their successors all on their own.

“Once we get to recursive self-improvement, the fear is that all bets are off,” he says. “You could end up with a ‘fast takeoff’ situation, where the models quickly acquire skills and eclipse humans across every possible domain.”

In a reply to the resignation tweet heard round the world from Jacob Coxon, another Anthropic engineer declared his belief that those odds were at least 10% over the next decade. Many others in the industry chimed in to say they thought the percentage was even higher.

Some who argue the end is nigh say they calculate their personal p(doom) based on a chain of conditional probabilities—a bit like the Drake equation for calculating the likelihood of intelligent alien life. Since all those probabilities are based on speculation, estimates range from 0% to nearly 100%. Many land around 10%.

“The weird thing is that if you go back and look at the predictions on this over the last 10 years or more, it’s always been 10%—it’s just a nice round number,” says Mitchell. “I think it’s all vibes, and there’s no actual evidence or calculation.”

One argument against worrying about superintelligent AI is that the world is full of unlikely humanity-ending disasters, and trying to avert them all can make it impossible to prioritize, says Canal.

This has led AI experts and the policymakers who listen to them to propose remedies that don’t get at its real and present dangers.

AI companies’ proposals to “pace the frontier” aren’t addressing the problem in the right way, argues Stuart Russell, a computer-science professor at the University of California, Berkeley, and the president of the International Association for Safe and Ethical Artificial Intelligence.

“It’s like saying we’re driving toward the cliff at 60 miles per hour and we’re going to drive toward it at 40 miles per hour instead, and everything will be OK,” he says.

Russell and his peers have proposed that AI companies should have to meet the same standards that govern other areas of everyday life, from air travel and buildings to food and drugs. They highlight the “behavioral red lines” AI should not be allowed to cross. Breaking into other computer systems, stealing information or advising terrorists on how to build biological weapons are all illegal for a human to do, and should be illegal for companies’ AIs as well, he argues.

The challenge for AI companies in such a proposal, he adds, is that it would be a de facto ban on today’s advanced AI systems, since the companies behind them don’t know how to make them respect such boundaries all of the time.

Others have proposed something like the Food and Drug Administration, but for AI, but setting up a new agency has so far been a nonstarter in Congress. And some prominent voices in tech have said such a structure would give up America’s AI edge to China.

Given the bipartisan groundswell of support for curbing AI companies and their creations, however, that may soon change.

“The tech industry has had this mantra for decades that regulation is bad,” says Russell. “They don’t accept the liability for any harm, and they hide behind free speech. That, I think, has to change.”

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