Louis Theroux, fresh from his Netflix documentary Inside the Manosphere, will take to the stage at MAD//Fest London on 7th July to challenge brands and marketers on their role in shaping culture and combating toxic content in the age of AI.

The internet, like the world itself, can be a place of connection, creativity, and possibility. But equally it can also be dark and unforgiving. It amplifies extreme voices, blurs the boundaries of what we consider ‘normal’, and increasingly normalises harmful behaviours. In the process, online and augmented spaces are reshaping how we connect, how we see ourselves, and how we relate to others.

Hard on the heels of his Netflix documentary Inside the Manosphere, renowned filmmaker and journalist Louis Theroux will take to the stage at MAD//Fest London to explore this tension.

In a session that’s grounded in empathy and insight, Louis will remind us why nuance, understanding, and humanity matter more than ever. 

Crucially, he’ll challenge brands and marketers to consider their role in shaping culture, from the impact of their ad spend to purpose-driven marketing, and what it truly means to stay human in a world that’s becoming increasingly polarised and detached. 

Louis Theroux: “Making Inside the Manosphere was a stark reminder of the collective responsibility we have to ensure that toxic content isn’t further amplified by advances in AI technology, and normalised by popular culture. Of course the question of “Who funds the internet?” is an important part of the equation in deciding the path forward. I’m looking forward to discussing this topic with brands, agencies and platforms at MAD//Fest London.”

“Louis’ style of immersive filmmaking is incredibly powerful and you can’t help but be made to feel incredibly uncomfortable by the toxic masculinity and manipulation on display in Inside the Manosphere. Clearly we have choices about the media we buy and sell, and what brands want and don’t want to stand for. As the next wave of AI adoption gathers pace, it’s important to think about the impact of the decisions we make. We’re excited to bring Louis to MAD//Fest and encourage positive industry discussion about the future of the internet,” Said MAD//Fest, Content Director, Luke Wilcox. 

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