In a world where there’s an AI tool for almost everything, Maltesers® is reminding Brits that technology can help answer plenty of questions, but when it comes to life’s biggest moments, there’s still nothing quite like a chat with someone who’s been there, done it and has a story or two to share. In fact, new research from Maltesers® found that 92% of Brits believe some forms of wisdom can only be gained through lived experience.
To celebrate its 90th birthday, Maltesers® is launching ‘Age Intelligence’, a playful spoof on AI that puts real people, lived experiences and human connection in the driving seat. Fronted by much-loved actor Sue Johnston (who knows a thing or two about working with AI), the campaign celebrates the advice, laughs and little moments that happen when we turn to the people around us, rather than a chatbot. As part of the campaign, Maltesers® is inviting people to send in the questions they’d usually ask AI via its social channels, which Sue will tackle alongside fellow octogenarian and content creator Grime Gran as part of the ‘AI Panel’. Together, they’ll answer everything from relationship and work dilemmas to those everyday questions you just want a real person’s take on, drawing on their own opinions, stories and advice.Maltesers® is also celebrating its long-standing partnership with Comic Relief. Over 15 years, the partnership has raised more than £8.5 million, to support organisations working with women and girls to help them thrive in today’s world.
Nearly half (48%) say advice from older generations feels more authentic, while 43% believe older people understand life’s nuances and emotions better. And while 21% use AI tools several times a week, 64% of AI users admit they’ve asked a chatbot for help when they could have spoken to a real person instead – suggesting that sometimes, even the quickest answer isn’t the best one.
So, what exactly are we asking our elders to help with? Making an important life decision (33%), finding the perfect family recipe (34%) and figuring out how to stay healthy as we get older (28%) all make the list. Brits even turn to older generations to ask for help on how to make a relationship last (19%), change a tyre (16%) and even bleed a radiator (18%).
And when it comes to who we trust with the really important stuff, women are at the heart of the conversation. Mums (39%), female friends (20%) and sisters (12%) are among the most trusted sources of advice, highlighting the role of female connection and sisterhood in helping us navigate everything from relationships and careers to everyday dramas. Basically, before you ask ChatGPT, there’s a decent chance someone’s mum already knows.
For Sue Johnston, the campaign is particularly fitting. Having previously played an older woman navigating life alongside a humanoid robot, Sue is now swapping AI for something a little more tried and tested: real people and real-life advice. And while she may have once had a robot by her side, this time it’s very much Sue, Sue, Sue who’s entered the chat.
Because after 90 years of bringing people together, Maltesers® knows that some of life’s best answers don’t come from a screen. They come over a cup of tea, through a good laugh, a different perspective or simply someone saying, “I’ve been there.”
It’s this kind of everyday connection and support that sits at the heart of Maltesers® – and reflects the brand’s long-standing partnership with Comic Relief, which supports organisations working with women and families across the UK.
Actor Sue Johnston said: “AI is very handy for quick answers, but it can’t tell you what a real person would say, remind you to take a cardigan, or confirm that you’re definitely not overreacting (you probably are). Real wisdom comes from living through life’s ups and downs – and from the people who’ve been there with you, armed with a story, an opinion and a cup of tea they insist you have before making any decisions.
“For many of us, that wisdom comes from the women in our lives – our mums, sisters, friends and the generations before us – and there’s something special about female connection and sisterhood: the honesty, the humour and those ‘I’ve been there’ moments, usually followed by ‘I told you so’ and occasionally a very well-timed raised eyebrow.
“Maltesers® has been bringing people together for 90 years, so I’m delighted to join its Age Intelligence panel and celebrate the magic of a good old chat – ideally with a cup of tea, a few Maltesers® and someone willing to tell you what you should have done in the first place.”
Claire Norgate, UKI Brand Manager for Maltesers® added: “AI is brilliant at giving us quick answers, but there are some things it simply can’t replicate – the stories, perspective, humour and connection that come from real-life experience.
Maltesers® has always been about bringing people together and taking a look on the light side, so as we celebrate our 90th birthday, Age Intelligence felt like the perfect way to celebrate the people we turn to for advice, a laugh or a much-needed reality check.
Whether it’s your mum, sister, friend or someone from a generation before you, sometimes the best advice comes from simply having a conversation.”
Head over to @maltesers Instagram page and submit your questions for Sue Johnston and her panel at Maltesers®’ Age Intelligence HQ to answer.
Research conducted by OnePoll among 2,000 UK adults, September 2026.
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