Rise of the Machines: AI and the Silver Market
- hannah@tvadswork.com
- Jul 22
- 2 min read
At TVADSWORK, we champion thoughtful, ethical marketing, especially when it comes to older audiences. But as Artificial Intelligence (AI) becomes increasingly embedded in business and consumer life, we find ourselves at a crossroads.
From content generators and virtual assistants to complex decision-making systems, AI tools are on the rise. That led us to the key question: What does it mean for older adults?
As proud members of the Silver Marketing Association, we’re excited to share our latest thought leadership paper, “Rise of the Machines: Ageing & AI.”
This paper laid the groundwork for a larger conversation. After it's publication we were invited by the Silver Marketing Association to host a panel discussion on AI and the Silver Market at this month's Silver Marketing Summit.
Chaired by our Creative Director, Andrew Telling, the session sparked insightful debate around the role of AI in communicating with older audiences and the ethical, practical, and creative challenges this presents.
Why this matters now
With nearly 75% of over-55s expressing distrust in AI-generated content, this is more than just a marketing challenge, it’s a trust issue.
As AI continues to influence how we create, distribute, and personalise content, understanding the nuances of how older consumers perceive and interact with this technology is essential.
What's inside the paper
The current state of AI and ageing populations
Key concerns around trust, transparency, and inclusivity
Practical guidance for marketers working in the Silver Market
Broader implications that apply across all demographics
Backed by Data
Drawing on research compiled in Q1 2025, the report acts as a starting point for brands, agencies, and communicators looking to navigate this evolving landscape. While focused on older audiences, many of the insights have much wider relevance, offering valuable perspective for anyone grappling with how to use AI responsibly and effectively.
DOWNLOAD the complete paper below.
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