ChatGPT founder Sam Altman has launched a new retail concept through Tools for Humanity, unveiling six tech-driven “World” showrooms across the U.S.—including a flagship location in San Francisco’s Union Square. The sleek 4,000-square-foot store showcases a futuristic identity verification system using an iris-scanning orb that helps confirm a user is human in the age of artificial intelligence. The verified ID, called “World ID,” links to a privacy-focused app and integrates with services requiring human authentication.

World is also connected to the cryptocurrency Worldcoin, offering users digital tokens in exchange for iris scans. The initiative—now live in San Francisco, Austin, Atlanta, Los Angeles, Miami, and Nashville—has drawn privacy scrutiny but aims to set a new standard in digital identity for the AI era.

The experiential retail format reflects a larger trend: AI is breathing life into San Francisco’s office and retail markets. Union Square, long plagued by vacancies, has seen a resurgence of interest from retailers including Zara, Nintendo, and John Varvatos. Meanwhile, Tools for Humanity’s rapid office expansion signals optimism for the city's commercial real estate recovery.