NEW YORK, NY (June 17, 2026) – For the fourth year in a row, firearm injuries are the leading cause of death for children and teens ages 1 to 17 in the United States. To address this urgent health crisis, the Ad Council, Microsoft, DEPT® and RSM US LLP("RSM") are introducing a new conversational AI tool designed to provide direct access to trusted, lifesaving resources that empower individuals to keep their loved ones and communities safe. An extension of the award-winning "Agree to Agree" youth firearm injury prevention initiative, the chatbot is hosted on AgreeToAgree.org.
Many people believe that conversations about gun violence might be divisive or uncomfortable, parents especially feel unprepared to have these discussions. However, research shows that many people want to talk about firearm injury prevention – they just aren’t sure where to begin.
At a time when 52% of Americans now use at least one AI chatbot weekly, this large-language-model-powered conversational AI delivers critical and streamlined information via a platform consumers are increasingly looking to for answers. By reducing barriers and empowering users with tangible and personalized everyday actions that are proven to support lifesaving conversations, the new chat feature sets up parents and other concerned adults to have productive dialogues that are the first step to preventing firearm-related injuries and deaths.
“This collaboration is exactly what innovation for good looks like,” said Laurie Keith, emerging media and technology senior vice president, the Ad Council. “By combining the extensive and expert-vetted resources of ‘Agree to Agree’ with Microsoft’s enterprise AI technology and DEPT® and RSM’s AI design, development and implementation expertise, we created a tool that not only helps users access guides to start important conversations about firearm injury prevention but also helps keep their families safe.”
The AI chatbot was architected, designed and built by RSM, reflecting its approach to shaping how AI is applied in real-word, high-impact environments, using Microsoft Copilot Studio and Microsoft Azure services, including Azure OpenAI, Azure AI Search, Azure Blob Storage and Power Automate to deliver a safe conversational experience. DEPT® served as a strategic funding partner, providing AI safety and infrastructure guidance, ensuring responsible and ethical deployment of the conversational AI tool.
“AI has the power to meet people where they are and help them take meaningful action in moments that matter.” Jen Kattula, CMO of Microsoft Advertising and Ad Council Board Member. “Through our partnership with the Ad Council, Microsoft supported the development of this AI-powered chatbot using Copilot Studio and Azure AI, helping make trusted information more accessible and empowering people to have important conversations that can help protect their families and communities.”
The Copilot Studio-powered chatbot is designed to prioritize safety and clarity. Guardrails ensure the chatbot speaks only to the objective of the “Agree to Agree” campaign – to encourage productive conversations about youth firearm injury prevention. It also provides crisis response messaging that directs users to appropriate resources when signs of crisis or distress are detected. For more on how the AI chatbot prioritizes safety and trust while building confidence and skills for firearm safety conversations, read the “Agree to Agree” conversational AI case study from Microsoft.
"As AI becomes part of how people find information and support, there’s a responsibility to make those experiences safe, useful, and trustworthy,” said Carryn Quibell, Americas CEO, DEPT®. “We’re proud to support a tool that helps families navigate difficult but important conversations around firearm safety and injury prevention."
“This initiative reflects our focus on applying AI in pragmatic ways that turn complex technology into tools people can use,” said Ana Minter, Consulting AI Go-to-Market Leader at RSM US LLP. “When designed thoughtfully, AI can support more productive conversations, reduce barriers to technology access and improve how people navigate complex issues.”
"Agree to Agree" is a large-scale communications initiative from the Ad Council, powered by a coalition of health care, foundation, and brand partners. The initiative focuses on building from a place of common ground and shared beliefs to reduce the impact of gun injuries on children and teens. Now in its second year, the program has already seen significant success – 66% of Americans aware of the campaign have had a conversation about preventing gun injuries and death that impact children and teens in the past year, compared to 47% not aware of the campaign. Through the new AI chatbot and additional extensions, the effort is continuing to expand and reach new audiences as part of the Ad Council's comprehensive approach to addressing gun violence.
To experience the AI chatbot visit AgreeToAgree.org.
ABOUT THE AD COUNCIL:
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.
Media Contact
Ben Dorf
The Ad Council
bdorf@adcouncil.org