Half of UK Children Own AI Toys, Survey Finds

Half of children across the UK own an AI-enabled toy or device, according to a survey conducted by the British Standards Institution to mark its 125th anniversary. The poll found that 50 per cent of children aged 16 and under have received at least one such product, including interactive robots or smart tablets.

Almost half of parents, or 47 per cent, said their child would be better off growing up without any access to AI. At the same time, 75 per cent expressed concern that internet-connected AI toys could expose children to unwanted content or data vulnerabilities.

The survey revealed a contrast in risk perceptions. Some 54 per cent of parents said they would be more likely to allow their child to play with an AI-enabled toy unsupervised than to play outside on the street without an adult, which 51 per cent of parents viewed as riskier.

A smaller share, 46 per cent, said they would allow children to visit local shops or parks alone.

Fewer than half of parents, 46 per cent, believe their child could distinguish between a human and an AI response. Only 43 per cent think their child could accurately assess information provided by an AI chatbot. A total of 78 per cent of parents are worried that these devices might respond to sensitive questions without appropriate oversight, while 70 per cent fear AI systems could praise or criticise behaviour in ways that may not be suitable or safe.

Nine in 10 parents, or 91 per cent, said a recognised safety certification or mark for AI toys would be important, with 29 per cent calling it essential. In addition, 83 per cent believe manufacturers should follow established standards or codes of conduct, and 72 per cent want clearer details on whether products meet safety and security requirements.

Existing toy safety marks such as CE or UKCA focus on physical hazards like choking hazards. Some devices meet information security standards such as ISO 27001. However, no widely recognised framework currently addresses the specific safety, behavioural and developmental issues linked to AI in children's products.

The UK government has published a proposed new product safety framework that seeks to address risks of harm connected to AI, including in children's toys. The survey was carried out by Focaldata and polled 1,000 UK parents in April.