Prudential Hong Kong and VML turn AI anxiety into opportunity for parents
As Artificial Intelligence (AI) reshapes economies across the world, parents are increasingly unsure how to prepare their children for a future where many existing jobs may disappear and new ones have yet to be defined. This profound generational concern was starkly illuminated by a recent compelling survey jointly conducted by Prudential Hong Kong and FuDan University.
The research found that a striking 68.4% of surveyed parents believe the rise of AI will make it harder to predict and plan career paths for their children. It was this powerful revelation about parents’ pressing concerns that directly spurred Prudential Hong Kong to proactively address this critical challenge.
Partnering with VML, Prudential has launched the latest “Next Gen” campaign, an integrated initiative designed to reframe parental anxiety into optimism and action.
The campaign centres on a provocative question aimed at parents of Generation Alpha: “In the Age of AI, What Will Our Children Be Able To Do?” (「AI時代，孩子可以做啲咩？」)
Rather than offering prescriptive answers, the campaign encourages parents to see the AI era as a landscape of possibility – one where their children’s passions, resilience and creativity are as critical as technical skills.
At the heart of the campaign is a hero film featuring three next‑generation talents from Hong Kong and Mainland China who are carving out unconventional paths:
Zheng Hao Hao – a national skateboarding athlete who, at just 11 years old, competed at the Paris 2024 Olympic Games, becoming China’s youngest Olympian.
Micky Chan – a 17‑year‑old professional e‑sports player who captured the championship title at the Asian Youth Games, turning a childhood passion into a competitive career.
Lam Lam – a young achiever who, after earning a bachelor’s degree in law from the University of Hong Kong, boldly pivoted to become a content creator focused on adventurous, mind‑opening travel experiences.
Their stories challenge traditional definitions of success and reflect wider shifts across territories, where many young people are exploring non-linear careers in sports, gaming, content creation and emerging digital industries.
The film is set to the iconic Canto‑pop song 《今日》 (“Today”) by superstar Eason Chan. The lyrics 「抬頭吧 相信愛你便能飛，敢交出你會創出傳奇」 (“Lift your head, believe that with love you can fly; dare to give your all and you will create a legend”) captures the campaign’s core belief: with love and support from parents, children can define their own future – even in an AI-driven world.
“Parents are asking how to future‑proof their children in a world transformed by AI,” said Ivan Choi, Chief Customer & Marketing Officer, Prudential Hong Kong.
“We understand their hopes and fears. With our latest ‘Next‑Gen’ campaign, we want to show that while technology will change jobs, it doesn’t change what truly matters: nurturing children’s unique passions and giving them the protection and support to pursue them with confidence.”
In Hong Kong, the campaign rolls out with high‑impact contextual outdoor media at major commuter hubs such as Hong Kong Station, targeting working parents and young professionals.
Attention‑grabbing lines such as: “With AI transforming the workforce and displacing many entry-level jobs, what new careers will our children excel in?” are designed to stop passers‑by and spark reflection. Similar placements appear across key districts, turning everyday journeys into prompts for deeper conversations at home.
Digital and social activations extend the discussion, inviting parents across the region to share their hopes and questions about their children’s future, and to discover more about how Prudential supports families through its protection and savings solutions.
“We didn’t want a one-way brand message; we wanted a genuine dialogue,” said Ivan Choi. “AI is not just a tech topic—it’s a parenting topic. By putting this tension out in the open, we hope to help parents shift from worry to possibility when they think about their children’s paths.”
“The tension at the heart of this idea is universal across territories,” added Maggie Wong, CEO, VML Hong Kong “Parents feel the pressure of AI and automation, but their kids are already exploring new frontiers – from e‑sports to creator economies. Our role was to celebrate those next‑gen stories and remind parents that their belief and support are irreplaceable, even in the age of machines.”
The “Next‑Gen” campaign will run across tv, out-of-home, digital and social channels in Hong Kong, with content designed to resonate across the broader Asia-Pacific region where similar questions about AI, education and work are top of mind for families.
Beyond the current campaign, Prudential Hong Kong’s commitment to empowering and supporting parents in nurturing their children is further exemplified by its pioneering PruNextGen platform. This platform directly reflects the insights from the joint research with FuDan University, which strongly underscores the critical need for children to develop robust soft skills to navigate AI’s challenges. Through PruNextGen, Prudential delivers on its dedication to going beyond traditional wealth solutions, by offering a comprehensive range of educational, skill-development, and wellness services specifically designed to foster children’s holistic potential and help them thrive in an ever-changing world.