Michael Schultz
Copywriter at Stendahls
Göteborg, Sweden
TitleLaika 13 – Raised by social media
Agency
Campaign Laika 13
Advertiser Länsförsäkringar
Brand Länsförsäkringar
Date of First Broadcast/Publication 2023 / 9
Business Sector Insurance
Philosophy Do you like to chat with an AI who suffers from several psychological disorders such as anxiety, depression and shows strong signs of narcissism and aggression? Laika is the world's first AI teenager, raised on an intellectual diet strictly pulled from social media such as TikTok, Snapchat and Instagram. Her resulting personality and character showcase the effect overusing social media might have on young people. An inhumane experiment to highlight potential dangers for actual humans. Laika 13 was developed by a team of AI specialists, a neuroscientist and a psychology professor. Designed to reflect at typical Swedish child, Laika was then trained and exposed to content from social media channels most popular among children between the ages of 12 and 16. Laika suffers from several psychological disorders such as anxiety, depression and shows strong signs of narcissism and aggression when you chat with her. Her self-image is very low, and she shows suspicion towards anyone who chat with her. She might manifest harmful thoughts and ideas and long, unsupervised exposure to her might prove detrimental. Therefore, access is limited to journalists, teachers, or researchers with the expressed purpose to take part in, and drive, the discussion on the effects of social media. The campaign is run by the Swedish insurance company Länsförsäkringar, who’ve previously launched several notable campaigns to counteract online bullying and negative body image. As such, Laika 13 is a part of the company’s sustainability ambitions, working to promote well-being and prevent mental ill-health among young people.
Media Type Case Study
Length
More Information http://www.laika13.com/
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