Actress Sue Johnston, 82, has unveiled a very different kind of AI – 'Age Intelligence' – in a parody product launch video for Maltesers, inviting the public to submit the queries they would normally go to a digital chatbot with.
In the satirical video, the Royle Family star presents the product as the next big breakthrough set to transform the world, but it quickly becomes clear it is not artificial intelligence at all. Instead, it celebrates the wisdom, perspective, humour and hard-earned life experience that comes with getting older.
A celebration of life experience
Working with Maltesers as part of the brand's 90th anniversary celebrations, Johnston invites Brits to put Age Intelligence to the test. The best entries will be answered by Sue and content creator Grime Gran later this year.
Sue said: "AI is very handy for quick answers, but it can’t tell you what a real person would say, remind you to take a cardigan, or confirm that you’re definitely not overreacting (you probably are)."
She added: "Real wisdom comes from living through life’s ups and downs – and from the people who’ve been there with you, armed with a story, an opinion and a cup of tea they insist you have before making any decisions."
Brits prefer human advice
The launch comes after research found more than seven in 10 Brits believe AI will never replace advice from the older generation. A study of 2,000 adults found while 21 per cent use these tools for help several times a week, 92 per cent believe some forms of wisdom can only be gained through lived experience.
In fact, 71 per cent feel AI advice will never replace genuine human connection, with mums (39 per cent), female friends (20 per cent) and sisters (12 per cent) ranked among the most trusted sources of advice.
Those polled go to their elders for romantic advice (19 per cent), how to change a tyre (16 per cent) and career change tips (13 per cent). Older generations are also valued for practical know-how, including weeding the garden (16 per cent), bleeding a radiator (18 per cent) and removing stains from clothes (25 per cent).
Trust and authenticity
The research, carried out by OnePoll, also found 55% of those who believe AI will never replace advice from older generations think this because they offer real-life experience which technology will never be able to replicate. Almost half (48%) feel advice from older people is more authentic, while 43% believe they are better able to understand the nuances and emotions behind a situation. The same amount (48%) value the personal stories and life lessons they can share.
Among the most valued pearls of wisdom were "save for a rainy day" (40%) and "treat others as you would like to be treated" (38%). However, 64% of AI users admitted they have sought help from a chatbot when they could instead have spoken to a real person.
Despite this, trust remains a challenge for more personal topics, with a mere 18% relying on AI-generated advice for parenting and 17% having confidence in its advice on romantic relationships. By comparison, 77% trust advice from real people on parenting, while 73% would rely on the guidance they receive from those they confide in about their love life.
Claire Norgate from Maltesers, which is also celebrating its long-standing partnership with Comic Relief that has raised more than £8.5 million supporting organisations working with women and girls, added: "AI is brilliant at giving us quick answers. But there are some things it simply can’t replicate – the stories, perspective, humour and connection that come from real-life experience."
She continued: "As we celebrate our 90th birthday, Age Intelligence felt like the perfect way to celebrate the people we turn to for advice, a laugh or a much-needed reality check. Whether it’s your mum, sister, friend or someone from a generation before you, sometimes the best advice comes from simply having a conversation."
