Enfagrow A+ MindPro Mother's Day song enters Malaysia Book of Records

Enfagrow A+ MindPro's Mother's Day song has been recognised by the Malaysia Book of Records for the "most toddler's voices in an AI generated song." 

The Mother's Day song featured hundreds of toddlers' voices submitted for the Enfagrow A+ MindPro AI Generated Mother's Day song contest which ran from 15 March to 30 April this year. Each submission was crafted with love and showcased unique storytelling of the bond between mothers and children in an AI generated musical composition. 

Don't miss: Toys "R" Us sees sentiments plummet over 'soulless' AI-generated ad

“When we embarked on this campaign to create the AI generated Mother's Day song, we aimed to recognise mothers and their maternal instincts, especially in seeing their child grow healthy and future ready. This recognition from The Malaysia Book of Records is a double celebration that goes beyond the AI generated song; it serves as a testament to the enduring bond between mothers and child, showcasing where love and technology seamlessly intertwine," said Wong Choy Yee, country manager for Malaysia and Singapore at Mead Johnson Nutrition.

“Recognising the crucial role mothers play in shaping their children's lives, our 'A+ Mums Raise A+ Kids' campaign celebrates these exceptional individuals. By offering a platform to share their unique motherhood journeys through an AI generated song, we are able to honour the immeasurable love and sacrifices mothers make daily," she added. 

In addition to its Mother's Day AI generated song, the brand also recognised and awarded nine winners with a personalised mother and child photoshoot and a family trip to LEGOLAND Malaysia. 

Wong said that the brand received 248 entries and that it was difficult to select the final nine. The nine winners were chosen for their creativity and for capturing the beauty of motherhood and a child's love in their submissions, she explained. 

The AI generated song was done in partnership with Ampersand Advisory. 

"We're stoked to hit this milestone with our client Enfagrow A+ MindPro. Our Ampersand Advisory team has pioneered the space of AI and virtual reality (VR) for brands, and we delight in living at the cutting edge of new technologies and possibilities. Breaking this record highlights the importance of a collaborative relationship between the client and its agency, and we’re grateful for the opportunity and trust given to us by Mead Johnson," said Sandeep Joseph, CEO and co-founder of Ampersand Advisory. 

"We can deliver campaigns that hit business KPIs by pushing the boundaries of the conventional and embracing new ideas and technology. In a world where consumers are scrolling 600 feet of content a day, and where everyone is glued to their phones, our unique emotional storytelling approach and the research our team did in using generative AI helped us stand out and connect better with moms. We synthesised unrecognisable, inarticulate sounds of love made by toddlers into a song with words, catchy music and lyrics that tug the heartstrings," he added. 

Whilst Enfagrow A+ MindPro has received recognition for its work in AI, the same cannot be said for toy store Toys "R" Us. 

The brand recently saw its sentiments plummet from 12.2% positive, 13.5% negative and 74.3% neutral to 3.4% positive, 53.4% negative and 43.2% neutral after it released an ad that was entirely created by OpenAI's new text-to-video tool, Sora, according to media intelligence firm CARMA.

According to CARMA, many netizens expressed "disappointment" and "frustration" with the ad, calling it "soulless" and "cynical", according to its world cloud after the incident.

Some commented on the use of an AI-generated child actor, while others noted that the ad did not show any real children playing with toys. 

Social media chatter also picked up on criticism about the use of generative AI in commercial work, saying it may replace human creativity and kill dreams, said CARMA. 

"The volume of mentions of Toys "R" Us on social media is typically low, and despite this one incident bringing more negative social sentiments, it has thrust the brand into the spotlight. The focus of the conversations has been about their ad campaigns using AI, or not displaying the toys it has earned repute for," said Divika Jethmal, head of marketing, Asia, at CARMA.

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