23 October 2025

There’s a risk to AI you might be missing

AI is embedded in kids’ lives, from learning companions and streaming services to digital assistants and virtual influencers. The list grows all the time as brands race to deploy this powerful technology. 

AI poses risks, of course, and brands are on it. Safety and data protection concerns are a priority, and transparency is a hot topic right now. But many kids’ brands fail to realize that AI can threaten a child’s social and emotional development. 

Name the skills and attitudes people need to thrive. Like critical decision-making. Original thinking and problem-solving. Authentic self-expression. Empathy. Kindness. That’s to name a few.

They are all threatened when brands overlook the developmental risks tied to AI. So, how can brands get ahead of these risks?

We’ll show you how to evaluate your AI-powered product using the social and emotional learning (SEL) framework. It’s a tool used by educators and organizations to support healthy, age-appropriate development. And as a lens to view AI, it can help you safeguard kids against the risks of this rapidly-expanding technology. 

This isn’t about slowing innovation. It’s about making sure the innovation you deliver helps kids thrive.

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AI design checklist for kids brands
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Why SEL can safeguard kids

The SEL framework is built around five core competencies:

  • Self-awareness
  • Self-management
  • Social awareness
  • Relationship skills
  • Responsible decision-making

Each competency encompasses specific knowledge, skills, and attitudes. As a child’s development progresses, they are equipped to build healthy identities, manage emotions, work toward personal and shared goals, demonstrate empathy, nurture strong relationships, and make caring, responsible choices.

It's effective. Research shows that when SEL principles are integrated into digital learning environments, kids become more engaged and socially adaptable.

Evaluate the risks and benefits of your AI

This section walks you through the five core competencies of the social and emotional learning (SEL) framework. You’ll find a short overview of each competency followed by practical design questions. There’s a quick explanation to guide your thinking. 

As you move through them, you’ll start to see how your AI-powered product supports—or potentially undermines—kids’ social and emotional development. 

Not all of these prompts will be relevant to your brand. And not all of the follow-up recommendations should be adopted wholesale. Your team will need to find the time and a place in the user experience where best practice solutions will make an impactful without ruining the fun. So, consider this the ultimate thought starter in getting your AI team thinking kid-first.

Self-awareness
Recognizing one's emotions and values as well as one's strengths and challenges

Does your AI invite kids to reflect on their thoughts, feelings, or behaviors, or does it bypass that entirely?
AI that jumps straight to answers or solutions can prevent kids from learning how to pause and reflect. Look for opportunities to include open-ended prompts that help kids make sense of what they feel and why.

Does it help kids recognize and name their emotions, or does it rely on one-size-fits-all labels?
Responses like “Sounds like you’re upset” validate a child’s emotions but try to help kids name specific emotions to build their emotional vocabulary and understand the cause and effect. The AI might say: “Sounds like you feel upset because you were let down. I get that” Even if that’s not why the child is upset, it prompts reflection so they can identify their emotion and why they feel it.

Does it support kids in understanding their strengths and limitations, or does it offer generic praise?
Feedback like “You’re smart!” can feel static and superficial. Aim for growth-oriented reinforcement that reflects effort, strategies used, or specific challenges overcome. Such as “Well done! I can tell you’ve put a lot of time on the drawing” or “I love the way you’ve used different colors”.

Does it guide kids to consider how their mindset influences their actions, or ignore the connection between thoughts, emotions, and behavior?
Gentle cues can help kids notice how they’re feeling and how it’s affecting their actions. For example, if a kid says, “I’m just bad at this,” the AI could respond in a concrete way like, “It’s normal to feel stuck. What’s one thing we can try differently this time?”

Does it give kids space to set personal goals or express values, or does it steer them toward preset outcomes?
AI that doesn’t invite personal expression can limit kids’ sense of agency. Look for ways to let kids name goals, make choices, or reflect on what matters to them.

Self-management
Managing emotions and behaviors to achieve one's goals

Does your AI support kids in managing stress or frustration, or does it push them to suppress or ignore it?
Avoid tools and messaging that encourage kids to push through stress and frustration. Build in supportive nudges that prompt breaks, deep breaths, and asking for help when things feel tough. It might ask, “Do you want to count to 10?” or suggest “Silly dance time!”

Does it help kids stay focused on long-term goals, or distract them with quick wins and dopamine hits?
AI that constantly rewards instant feedback can undercut patience and persistence. Design moments that reward progress over time, not just instant success, to spur intrinsic motivation.

Does it encourage healthy risk-taking and mistakes, or overemphasize perfection?
Kids need space to try, fail, and learn. If your AI only celebrates “getting it right,” it may discourage resilience. Look for ways to reinforce learning through trial and error.

Does it offer strategies for self-regulation, or leave kids guessing when emotions run high?
When a kid seems overwhelmed, does the AI offer tools, like grounding exercises, journaling prompts, or calming activities? Help kids build an in-built toolkit they can return to online and offline.

Social awareness
Showing understanding and empathy for others

Does your AI help kids take another person’s perspective, or reinforce a single point of view?
Avoid designs that position the AI as the ultimate authority. Include stories, examples, or responses that show multiple sides to an issue and encourage kids to consider other perspectives.

Does it introduce diverse perspectives, voices, and cultures, or default to one type of experience?
If every character, scenario, or piece of feedback comes from a narrow worldview, it limits empathy. Make space for varied experiences and identities.

Does it help kids recognize others’ emotional cues, or only focus on the user’s perspective?
AI that encourages “What might they be feeling?” thinking supports empathy. Use prompts that shift the lens from “me” to “we.”

Does it reinforce positive social norms, or leave kids guessing about what’s respectful or fair?
Social awareness includes understanding what’s expected in different settings. If your AI references social behavior, make sure it promotes inclusivity and kindness.

Relationship skills
Forming positive relationships, working in teams, dealing effectively with conflicts

Does your AI support real-world connection, or isolate them in the digital world?
AI isn’t a substitute for friendship. Include features that prompt kids to share, collaborate, or talk with others (not just the bot).

Does it model respectful communication, or rely on overly simplistic or passive dialogue?
AI can model turn-taking, curiosity, and even repair when a mistake is made. Look for natural conversation patterns that reflect healthy communication.

Does it help kids navigate conflict, or avoid it altogether?
Conflict is part of life. If your AI pretends everything’s smooth, kids miss out on learning conflict resolution. Include prompts or stories that show how disagreement can be handled with care.

Does it encourage asking for help or supporting others, or only reward self-reliance?
Kids should feel safe leaning on others. Include moments where the AI suggests seeking advice or teaming up.

Responsible decision-making
Making ethical, constructive choices about personal and social behavior

Does your AI help kids think through consequences, or offer answers without explanation?
Avoid black-and-white responses. Give kids space to ask “what if,” explore outcomes, and weigh different paths.

Does it support ethical reasoning, or dodge tough moral questions?
AI doesn’t need to have all the answers, but it should raise good questions. Use moral dilemmas or scenario-based choices to open discussion.

Does it make space for curiosity, or rush to a solution?
Responsible choices often come from slow thinking. AI that prompts kids to reflect, ask questions, or gather more info supports better judgment.

Does it factor in others’ well-being, or treat choices as purely personal?
Help kids zoom out. Use prompts that ask, “Who else might this affect?”and “Am I excluding anyone with this choice?” It’s a simple way to promote bigger-picture thinking.

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Evaluate your AI-powered product

The SEL framework offers your team a practical lens to assess the social and emotional impact of your AI-powered products. Not every question in this evaluation will apply to every project, but they can all spark reflection toward more thoughtful design decisions.

Get started. Download our guide for age-appropriate best practices, common design traps, and tools to help your team build AI that supports kids’ success—today and tomorrow.

We hope you’ve enjoyed this article!

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