Doing the rounds on social media is the most disturbing advert I’ve ever seen. And I’m telling you about it because you need to be forewarned, just in case this Christmas a child or a grandchild happens to mention that it might be an idea to record a video for posterity, and opens the 2wai app.

2wai is the company responsible for the ad, and the service it offers is the creation of AI versions of family members so that relatives can talk to them after they’re dead. Catch ’em while they’re still alive, says 2wai; film a three-minute interview and Bob’s your AI uncle. ‘Loved ones we’ve lost can be part of our future.’ That’s its catchphrase.

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