In support of Safer Internet Day 2026, our Public Policy and Regulation Director, Konrad Shek, has collaborated with Media Smart UK to help young people think critically when viewing AI-driven advertising.
As we mark Safer Internet Day 2026, the advertising industry finds itself at a fascinating crossroads. Artificial intelligence has moved from experimental tool to everyday reality, transforming how campaigns are created, audiences are targeted, and effectiveness is measured. Yet this rapid technological leap also brings a clear responsibility: ensuring that everyone — particularly young people — develops the critical thinking skills needed to navigate this evolving advertising landscape safely, confidently, and effectively.
AI’s Growing Role in Advertising
The advertising industry’s adoption of AI has been remarkably swift. From generative tools that produce creative assets to sophisticated algorithms that optimise media buying, AI now touches virtually every aspect of advertising. Large language models (LLMs) support copywriters in developing brand messaging, while computer vision systems analyse visual content at scale. Programmatic platforms — which match consumers with real-time personalised ads — use machine learning to make millions of bidding decisions per second, and predictive analytics help brands anticipate consumer behaviour with unprecedented accuracy. This technological transformation promises significant benefits: greater efficiency, enhanced personalisation, and creative possibilities that were unimaginable just a few years ago. However, as with any powerful tool, its value lies not only in what it can do, but in how thoughtfully and responsibly it is used.
The Critical Thinking Imperative
The advertising industry’s adoption of AI has been remarkably swift. From generative tools that produce creative assets to sophisticated algorithms that optimise media buying, AI now touches virtually every aspect of advertising. Large language models (LLMs) support copywriters in developing brand messaging, while computer vision systems analyse visual content at scale. Programmatic platforms — which match consumers with real-time personalised ads — use machine learning to make millions of bidding decisions per second, and predictive analytics help brands anticipate consumer behaviour with unprecedented accuracy. This technological transformation promises significant benefits: greater efficiency, enhanced personalisation, and creative possibilities that were unimaginable just a few years ago. However, as with any powerful tool, its value lies not only in what it can do, but in how thoughtfully and responsibly it is used.
As AI becomes more sophisticated, the need for critical literacy — both within the advertising industry and among consumers — has never been greater. This isn’t about technological scepticism; it’s about informed engagement.
For young people and families in particular, critical thinking skills are essential:
- Recognising AI-generated content
Understanding when content has been created or enhanced using AI helps people interpret messages in the right context. - Questioning what you see
AI enables highly personalised advertising, which can be useful — but also raises important questions about how messages are tailored to influence individuals. - Understanding how information is used
AI-driven advertising relies on data about interests and behaviours. Knowing how information is collected, processed and used is key to making informed choices online. See Ofcom “Making Sense of Media” guidance on data and algorithms. - Spotting potential problems
The same tools used to create legitimate advertising can also be misused to generate misleading content or sophisticated scams.
Media Smart: Empowering Young People
This is where organisations such as Media Smart play a vital role. Media Smart has long championed media literacy education, helping young people develop the skills to understand and critically evaluate advertising — work that has never been more relevant than in today’s AI-driven media environment. Through free educational resources, interactive tools, and engagement with schools, parents and teachers across the UK, Media Smart encourages children and young people to ask essential questions:
- Who created this content?
- Why was it made?
- What techniques are being used to persuade me?
- Is this telling me the whole story?
These core questions of media literacy become even more important when applied to AI-generated content. Media Smart’s empowering, educational approach provides a strong model for helping young people navigate an increasingly AI-enhanced digital world. The advertising industry’s ongoing support for Media Smart reflects a wider commitment to ensuring that, as powerful new technologies are adopted, equal investment is made in helping young audiences understand and question the content they encounter every day.
Looking Ahead: Supporting Safer Online Experiences
Safer Internet Day reminds us that online safety isn’t only about cybersecurity or privacy settings — important though these are. It is also about fostering the critical thinking skills that enable people, particularly young people, to engage with digital content thoughtfully and with confidence. As AI continues to evolve, the distinction between AI-generated and human-created content will increasingly blur. This makes critical literacy not a “nice to have”, but an essential skill for life in the digital age. As a major user of AI technologies, the advertising industry has a particular responsibility to lead by example. By championing transparency, maintaining high standards, and supporting trusted educational initiatives such as Media Smart, we can help ensure that AI’s transformation of advertising contributes to a safer, more trustworthy internet for everyone.
Helpful Resources
About the author
Konrad Shek is Public Policy and Regulation Director at the Advertising Association and a member of Ofcom’s Making Sense of Media Advisory Panel. He works closely with industry, policymakers and regulators on issues including advertising standards, media literacy and the responsible use of emerging technologies.
