Prudential HK turns AI anxiety into family talks with reality show

Prudential Hong Kong has partnered with TVB to launch a family reality show to empower parents to reflect on their children’s future in the age of AI, while reinforcing the importance of early and holistic planning to support the next generation.

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This builds on Prudential's "Next gen" campaign launched in March, at the heart of which is a provocative question posed to 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？)

To sustain momentum for its "Next gen" campaign, Prudential Hong Kong has partnered with TVB to produce a three-episode family reality show titled "Next gen: Growing with AI" (AI時代，未來實習生).

The show premiered on 9 May on TVB Jade and will continue for the next two Saturdays. Through the family reality show, Prudential Hong Kong aims to encourage more meaningful parent-child conversations about the future, while empowering parents to take practical steps today to support their children’s ambitions tomorrow. 

The programme is co-hosted by Louisa Mak (麥明詩) and Patrick Sir, and features celebrity families including Ruco Chan (陳展鵬), Joel Chan (陳山聰), and Winki Lai (賴慰玲), who accompany their children as they step into "future internships" and experience their dream professions firsthand. In the first episode, Lai and her son Marat, whose dream is to become a pilot, get to experience life as a pilot.

As part of the programme, Prudential Hong Kong has introduced the "Future questions by Prudential" segment, which echoes a question many parents are asking with growing urgency: "In the age of AI, what will our children be able to do?" The show brings together celebrity families, experts, and real-life career exploration to examine how children's aspirations may evolve in a fast-changing world.

The family reality show also builds on the momentum of Prudential's "Next Gen" campaign, which spans the hero film, contextual outdoor placements, the PruNextGen platform, and a series of live experiences such as the SCMP forum. Together, these multiple waves-across advertising, content marketing, seminars, and value-added services-reflect Prudential's long-term commitment to empowering parents as they navigate uncertainty in the age of AI.

Ivan Choi, chief customer and marketing officer, Prudential Hong Kong, said: “As AI continues to reshape the world around us, more parents are asking what the future will look like for their children and how they can best support them without overplanning their path.”

“That is why we are proud to partner with TVB to launch ‘Presented by Prudential: Next Gen: Growing with AI’ as part of our broader ‘Next Gen’ campaign. Through this new programme, we hope to spark meaningful conversations on parenting in an AI-powered world, while encouraging parents to focus on what matters most — nurturing each child’s unique potential and giving them the protection and support to pursue their dreams with confidence,” Choi added.

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