Navigating in the post-digital age: strategies against ageism for effective generational inclusion

Abstract

This study examines the role of artificial intelligence (AI), digital advertising and the silver economy in the context of a post-digital society facing the challenge of ageism. The silver economy has generated significant opportunities due to population aging and the purchasing power of the 50+ age group, transforming representations of age in media and consumer markets. However, digital systems and algorithmic platforms have perpetuated age stereotypes that exclude this sector of the population. Through a content analysis of advertising campaigns and a case study of companies with inclusive policies, it describes how technological advances can be ethically integrated to benefit older adults, eliminating biases that reinforce ageism. The results evidence the need to adapt AI communication and design to an inclusive and culturally aware perspective, promoting a digital society that values age diversity. Finally, possible interventions by the public and private sectors to ensure that AI development and digital communication promote a dignified and active representation of the aging population in the post-digital society are discussed.