In a commentary, SMU Professor of Communication & Technology and Vice President of Partnerships and Engagement Lim Sun Sun discussed the need for digital literacy skills to be systematically stepped up as generative artificial intelligence (AI) content rapidly proliferates in the media landscape. She explained the danger of atrophy of critical thinking skills due to AI-generated prefab answers and how adverts affect AI searches. She also warned users to exercise due diligence and to verify the answers from conversational AI-powered search services against alternative sources due to their prevailing risk of inaccuracies in content, and highlighted the critical and urgent imperative to prepare consumers for this next frontier.