LG looks to hack social algorithms for good

Back at CES in January, part of LG CEO William Cho’s keynote included an attempt to rebrand AI as “Affectionate Intelligence.” The brand is determined to support a kinder, gentler AI and together with TBWA\Chiat\Day New York, they have launched the "Optimism your feed" campaign to combat doomscrolling by encouraging social media users to engage with positive content. This global initiative offers a playlist of uplifting videos on LG’s TikTok and YouTube channels, aiming to retrain algorithms to favor optimistic content. The campaign features a variety of creators who contribute to a curated selection of content designed to improve mental health and well-being by promoting more positive interactions online.

Falling into a doomscrolling spiral, intentionally or not, has never been easier. And when you spend hours scrolling through heartbreaking headlines or internet debates, it signals to social media algorithms that you want to see more of that negative, anxiety-inducing content.

LG Electronics and TBWA\Chiat\Day New York are aiming to interrupt that vicious cycle with their new “Optimism your feed” global campaign, which offers netizens a curated playlist of entertaining and inspirational videos they can view, like and comment on to reorient their algorithms toward more positive content.

The playlist, available on LG’s TikTok and YouTube channels, includes more than 20 videos that range from two ducks waddling through a field to content creator Paige Tailyn Johnson soothing viewers with relaxing music and footage of her plant-filled living room.

Read more at AdAge.