South Korean agency Daehong has launched “A.I.ways Call,” a social impact campaign developed with Bobath Memorial Hospital that uses generative AI voice technology to support emotional communication between early-stage dementia patients and their caregivers.
According to the campaign, in South Korea, where dementia rates are increasing alongside an aging population, family members often take primary responsibility for caregiving. Repetitive phone calls from early-stage dementia patients — driven by anxiety and emotional isolation — can create significant emotional stress for caregivers. According to local research cited in the release, nearly one-third of family caregivers of dementia patients experience depressive symptoms related to repetitive phone calls.
The program learns caregivers’ voice patterns and conversational topics to create personalized interactions that feel emotionally familiar to patients. When patients use the app, they are informed that they are speaking with an AI-powered service. After each interaction, caregivers receive a summary of the conversation.
An in-depth pilot study conducted by Ewha Womans University’s Department of Communication and Media observed notable emotional changes among participants. Researchers found that expressions related to anxiety and emotional distress decreased by approximately 70% after using the program. Participants also showed increased relationship-oriented responses, including comments such as, “I feel reassured because you’re here.” Family caregivers likewise reported reduced stress and emotional burden related to repetitive phone calls.
The campaign was planned and operated by Daehong, with consultation provided by Dr. Haeri Na, neurologist and Director of Bobath Memorial Hospital, who specializes in dementia treatment.
