23 October, 2026

Following the launch of long-standing client Virgin Media O2’s digital wellbeing strategy, we attended their Digital Wellbeing Exchange. The event examined the UK’s growing digital wellbeing challenge in a systematic way, from rising levels of “digital unintentionality” (think doom-scrolling) to the rapid emergence of generative AI.

VMO2 created a space for regulators, policy makers, charities and academics to focus on discussing both the problems, and the solutions. It was hosted by digital and AI safety expert Seyi Akiwowo, who also did this herself – discussing how AI reinforces existing inequalities, including racism and sexism, and exploring the ways in which this is solvable.

Shared responsibility was a theme that ran throughout the session. Speakers from Ofcom and Internet Matters spoke of the need for collective action to regulate against addictive design features and mandate faster AI regulation. Labour MP Tom Collins built on this, making the case for applying product safety measures on digital products, including safety-by-design, independent assurance and legal accountability. No physical product would go to market without proper risk assessment, so why should digital products be any different?

Crucially, the discussion recognised that lasting solutions must include those most affected. We heard from FlippGen, a youth movement driving change on digital wellbeing, whose stressed that young people must help shape solutions for young people, and welcomed the chance provided by VMO2 to do just that. As they explained articulately, in digital spaces, experiences can differ dramatically across generations, making youth voices particularly essential.

VMO2’s own contribution goes well beyond hosting such an informative event. This includes its funding of the Digital Wellbeing Observatory, which aims to deeply explore the digital wellbeing of the nation over 5 years, and will be one to watch. And if you want to assess your own digital “intentionality”, try VMO2’s quiz – it has certainly prompted a few surprised reactions in our office.

By Anna Heis