31 March 2025  In an era where digital technology permeates every aspect of life, older adults often face significant challenges in adapting to these rapid advancements. Many essential services, from banking and healthcare to shopping and social interactions, have shifted online, making digital literacy more crucial than ever. However, for those who are not accustomed to using smartphones, apps, or artificial intelligence (AI), these developments can feel overwhelming rather than empowering. Bridging the Digital Divide with AI: Samsung and Vollpension's AI Initiative for Seniors While Samsung's initiative in cooperation with Vollpension does not specifically target challenges like online banking or healthcare access, the company aims to lower digital barriers more broadly by introducing older generations to its latest AI-powered features. Rather than addressing individual difficulties, the initiative focuses on making AI more understandable and approachable, helping seniors integrate it into their daily lives. Samsung also notes that certain AI features require a Samsung account, adding an additional step to digital adoption. However, through guided sessions and expert support, the program seeks to make this learning curve as seamless as possible. Samsung and Vollpension's Collaborative Effort To help older adults gain confidence in using AI-powered digital tools, Samsung Austria has partnered with Vollpension, a Viennese social enterprise dedicated to fostering intergenerational exchange. Founded in 2012, Vollpension operates cafés in Vienna, where seniors—fondly referred to as "Omas and Opas"—work as bakers and hosts, creating a warm and welcoming atmosphere while sharing their life experiences with younger generations. Beyond serving homemade cakes and coffee, Vollpension's mission is to combat elderly poverty and social isolation by providing employment opportunities for seniors and encouraging cross-generational learning. The organization has gained recognition for its innovative approach to community building, both through its physical cafés and its digital projects, such as online baking courses and workshops that connect different age groups. With the "AI meets Kaffeetratsch" event series, Vollpension is expanding its educational initiatives to include digital skills training. It's announced that these sessions provide hands-on learning experiences where participants can explore the practical benefits of AI in a relaxed and familiar environment. By leveraging Vollpension's unique setting—where seniors already feel comfortable—Samsung aims to break down barriers to AI adoption and encourage older adults to embrace technology with confidence. Insights from the Digital Skills Barometer 2024 Samsung references the findings of the "Digital Skills Barometer 2024 – Special Edition AI Competencies" by fit4internet, which highlights a significant knowledge gap among non-AI users in Austria. According to the report, 70% of non-AI users in Austria cite a lack of knowledge as the main reason for not engaging with AI. Additionally, 50% of online Austrians expressed interest in using AI applications but felt they lacked the necessary understanding to do so. By acknowledging these statistics, Samsung underscores the importance of initiatives like its collaboration with Vollpension, which aim to demystify AI and make it more accessible across generations. Event Details and Objectives The first event will take place on April 30 at Vollpension's Schleifmühlgasse location in Vienna. AI expert Nahed Hatahet will share exclusive insights, while Samsung trainers will demonstrate the latest AI features and offer practical guidance on using AI-powered tools. These interactive sessions are designed to foster intergenerational learning and provide seniors with hands-on experience in working with AI. A total of three evening sessions are scheduled: April 30, May 21, and June 18, 2025. Seats can be reserved at vollpension.wien/samsung/. Empowering Seniors Through AI and Community By combining technology education with community engagement, Samsung and Vollpension are implementing a marketing initiative that promises to go beyond product promotion by delivering real value to the community. While the collaboration helps familiarize seniors with AI, it also strengthens social bonds and improves everyday life. Their initiative demonstrates that AI isn't just a futuristic concept but a practical tool that can improve accessibility, connectivity, and overall quality of life for older generations. Image: The picture shows Karin Hermann Arnold, Managing Director of Vollpension, Frau Marianne, Vollpension Oma and Senior Influencer, and Marvin Peters, Director Mobile at Samsung Austria, at the presentation of the initiative Samsung X Vollpension. Photo: © Aaron Jiang Photography / Samsung. |