Kaspersky: Gen Z Embraces AI as Friend, Study Companion

For many Gen Z users, AI has become part of everyday life. Half (50%) of Gen Z respondents in APAC use AI daily or almost daily—the highest share among all demographic groups. They primarily use it to search for information (57%), study (54%) and generate ideas (50%).

AI is also taking on a more personal role. Nearly one-third (32%) of Gen Z respondents in APAC say they use AI as a friend, with similarly high figures in Indonesia (39%), Vietnam (35%), Thailand (34%), Malaysia (33%) and India (32%). Meanwhile, 34% use AI to discuss personal issues they would rather not share with other people. This suggests a shift from using AI for specific tasks toward conversations, emotional support and companionship.

However, high AI usage does not always translate into safe usage. While 45% of Gen Z respondents in APAC consistently take protective measures when using AI, 51% do so only occasionally. This highlights the need for users to verify AI-generated information and avoid sharing sensitive or confidential data, including passwords, financial details, identity documents, private correspondence and health information.

As AI becomes increasingly embedded in education, communication and decision-making, users should understand how platforms collect, process and store their data. Security solutions such as Kaspersky Premium can provide additional protection against phishing, malware and fraudulent websites, while Kaspersky Academy’s Cyberhygiene course and the interactive Case 404 game help users develop practical cybersecurity skills.

“Gen Z understands emerging AI trends better than other generations and is already finding new ways to integrate the technology into studying, communication and everyday life. The fact that some young people now use AI as a friend shows how quickly the relationship between users and technology is changing,” said Vladislav Tushkanov, Group Manager at Kaspersky AI Technology Research Centre. “However, an interaction that feels personal should not be mistaken for a private or fully reliable conversation. Young users need to combine their confidence and curiosity with habits such as checking information, protecting personal data and thinking critically about the responses they receive.”

“What stands out about the survey is how naturally AI has become part of the younger generation’s everyday lives. When one in three Gen Z users in APAC already sees AI as a friend, it is clearly becoming more than just a tool. As that relationship becomes more personal, knowing what to trust, what to share and where to draw the line will be key to using AI safely and responsibly,” said Adrian Hia, Managing Director for Asia Pacific at Kaspersky.