News 24.07.2023

Need to Know

Deutsche Telekom campaign alerts on child data protection, Dior’s investment in longevity and nearly half of Gen Z believe AI will replace music, movies and art.

Deutsche Telekom campaign warns about child data protection

ShareWithCare by Deutsche Telekom, Germany

Germany – Deutsche Telekom, in collaboration with creative agency adam&eveBERLIN, has unveiled a new campaign highlighting the increased risks parents face due to the rise of data misuse and artificial intelligence (AI). The campaign, #ShareWithCare, features a powerful deepfake film entitled A Message from Ella. Deepfakes are videos, images or even sounds artificially generated by AI and machine learning based on existing visuals or voices.

Illustrating the consequences of sharenting, where parents share their children's photos, videos and details online, a deepfake of a nine-year-old girl named Ella delivers a warning from the future to her parents. The film emphasises the urgency of safeguarding children’s digital identities to protect them from potential identity theft and other privacy and security threats.

‘Studies show that an average five-year-old child has already had around 1,500 pictures uploaded without their consent by those they trust most: their parents,’ says Christian Loefert, head of marketing communications at Deutsche Telekom. ‘This material is unprotected on the net. With #ShareWithCare, we are campaigning for a mindful approach to the images of our loved ones.’

In our analysis of the Teen Tech Welfare market, we previously highlighted how brands have a role to play in supporting and reassuring parents and children to have a more mindful approach to their digital life and online footprint.

Strategic opportunity

As AI capabilities continue to grow, consumers will need reassurance from businesses. Players in the insurance and legal industries should consider how to develop new services that meet the needs of a generation of consumers for whom identity theft and revenge porn have become the norm

Parfums Christian Dior turns to longevity research

France – Dior Science has revealed ambitions to become a powerhouse in reverse ageing research. In July 2023, the LVMH-owned brand’s science arm launched the first international scientific advisory board dedicated to the study of reverse ageing in Paris.

The board comprises 18 scientists and 600 Dior science researchers, including sociologists, psychologists, dermatologists and ethnobotanists. Together, this body of experts will collaboratively study the ‘twelve hallmarks of ageing’, defined by a recent study as biological mechanisms that occur in a normal ageing process – think stem cell exhaustion or chronic inflammation.

‘We are convinced that getting older does not mean getting old,’ explains Virginie Couturaud, scientific communication director at Dior.

In our Longevity Lifestyles macrotrend report, we previously analysed how players in the beauty, health and wellness industry must find solutions that allow consumers to live longer but, more importantly, better.

Dior, France

Strategic opportunity

Longevity is not just about beauty – reversed ageing involves enhancing quality of life at many levels. How can your brand anticipate how to better cater for older populations?

Stat: Report shows generational divide in views on AI art and culture

Gaudism.AI Gaudism.AI

US – A report released in July 2023 on US consumer trends reveals a stark generational divide in attitudes to artificial intelligence (AI) and its impact on various aspects of life. According to the report, AI, Ozempic and the Economy: The Three Things That Matter Right Now by Dan Frommer, about half of Gen Z and Millennials consider AI creations, such as images generated by tools like DALL-E or Midjourney, as art, while only 17% of Boomers share this view.

The study’s sample ranges from 1,300 people at a time to more than 2,700, and indicates that over two-thirds of Gen Z and Millennials believe AI art will become the norm. Nearly 41% of the younger generation also anticipate that in 20 years, most films, art, music and books will be produced by AI. Some 40% also believe that AI will create the best media in the same timeframe. We previously looked at how the creative industry will undergo a massive transformation in the hands of AI in our Generative AI creativity market report.

It is worth noting, however, that despite this growing acceptance, younger generations express ambivalence, with 31% describing themselves as worried about AI. The report highlights concerns about misinformation, erosion of truth in visual and audio content, and the impact on jobs.

Strategic opportunity

The growing acceptance of AI is the affirmation businesses need to ramp up their use of AI, untapping its potential to increase productivity and its ability to produce in-depth art work across photography, graphic design and more

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