ITV's flagship daytime programme, This Morning, has sparked outrage and revulsion among its loyal viewership following a segment that many are calling a profound ethical misstep. The controversy erupted during a live broadcast when a guest revealed he had used artificial intelligence to create a simulation of his late mother.
The scene unfolded with hosts Cat Deeley and Ben Shephard introducing the guest, who sought to demonstrate the capabilities of AI technology. The atmosphere in the studio shifted dramatically as a computer-generated voice and image, purportedly of the man's deceased parent, was played to a national audience.
Social media platforms immediately ignited with fury, as viewers expressed their shock and disgust. Many described the segment as 'disturbing', 'sickening', and a 'new low' for the long-running programme. One horrified viewer tweeted, 'This is grotesque. Using grief and loss for daytime TV entertainment is beyond the pale.'
The hosts appeared visibly uncomfortable during the exchange, with Deeley and Shephard offering muted reactions as the pre-recorded AI clip played. The segment concluded abruptly, leaving a palpable sense of unease in the studio.
A Line Crossed: The Ethics of AI and Grief
The incident raises significant questions about the boundaries of television content and the ethical application of emerging technologies. The use of AI to recreate the deceased, particularly in a live entertainment format, has been condemned by media watchdogs and psychologists alike.
Critics argue that such acts trivialise profound human emotions like grief and loss, turning personal mourning into a spectacle. The segment has prompted a wider debate about the responsibility of broadcasters to handle sensitive topics with care, rather than pursuing sensationalist content.
This is not the first time This Morning has faced criticism, but the intensity of the backlash suggests this segment may have crossed a line for a significant portion of its audience. ITV has yet to issue an official statement regarding the controversy.
