The latest new wheel tech is hookless rims, which have actually been ported over from mountain bike wheels, where they've been a feature of top spec wheels for years. They're designed to be used with tubeless tyres.
A normal wheel rim has a lip to help retain the tyre, but a hookless rim has straight sides without the lip. This makes the wheel lighter (and also cheaper to manufacture), but it also dictates a more precise fit between the tyre and the rim. There are horror stories of tyres blowing off hookless rims and destroying expensive carbon wheels.
But tyre and wheel makers have worked together to ensure the precise tolerances needed in both their products and many tubeless tyres are now hookless rim compatible.
Nevertheless, it's wise to ensure that your wheel-tyre combination is compatible - check the websites for both - before mounting a tyre on a hookless rim. Also observe the recommended tyre pressures, as both wheel and tyre makers will have a safe maximum.