LEGO uses AI to protect children while using digital apps

The LEGO Group is using AI to make sure children stay safe while using digital services associated with the company.

While speaking to McKinsey, Chief Data Officer for the LEGO Group Orlando Machado explained how the LEGO Group uses data to protect children using its digital services. One example is LEGO Life, where kids can upload pictures to share within the app. In the past, the LEGO Group had used human moderators to ensure that all pictures are safe and protect children’s privacy. However, AI helped them to improve this process.

“We discovered that we could quite easily train an AI agent to reject some content,” Machado explained. “For example, kids will upload a picture of something they built, and they might capture their own face in the picture. We can train an AI agent to reject that content immediately, which means there’s less work for the human moderator, because they only have to do the second round of moderation. That enables much greater efficiency.

“It also creates a much better experience for the child because if you’re going to have some content rejected, it’s much better if it’s rejected instantly rather than waiting for a human moderator to step in, by which time you’ve probably broken up the thing you’ve built and posted lovingly onto the LEGO Life app.”

Machado went on to say that he hopes that these advances with AI can help people both within and outside of the company to see the benefits of the technology. At the moment, one of the biggest obstacles faced by those working with AI and big data is fear and lack of understanding of how it can make various processes safer and more efficient.

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