Ad of the Day: Descent into ‘AI abyss’ shows dangers of unsupervised media consumption
Spot from TBWA\Helsinki calls for clear labeling of AI-generated content in an effort to protect ‘screen time generation’ from drowning in the media stream.
Finnish non-governmental organization The Mannerheim League for Child Welfare (MLL) has released an intense film that shows a child drowning in AI-generated content, confused as to what is real and what isn’t.
Government agency Europol predicts that by the year 2026, AI could be responsible for creating up to 90% of all media content. This escalating reality, combined with existing online threats, emphasizes the need for effective and prompt parental guidance in children’s media use, as well as labeling.
Paula Aalto, head of school cooperation and digital youth work at MLL, said: “We need an identifier to clarify whether the content is reality-based or AI-produced, much like the Parental Advisory label helps identify content harmful to children. This becomes even more important as children’s media literacy struggles to keep up with the rise of AI.”
Credits
TBWA\Helsinki
Creative director: Joni Furstenborg
Junior planner and communications: Emma Pettersson
Strategy director: Markus Nieminen
Head of communications and PR: Paula Sonne
Senior copywriter: Tuomas Perälä
Designer: Hanna Karlsson
Film: TBWA\Screen
Film director: Iiro Hokkanen
Executive producer: Niko Hatara
Production manager: Tommi Mäkelä
Motion design, VFX, AI: Anssi Mahlamäki, Cocoa CFX, Jomppe Vaarakallio
The Mannerheim League for Child Welfare
Director of communication and fundraising: Leena Poutanen
Head of school cooperation and digital youth work: Paula Aalto
Head of media education: Rauna Rahja
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