ONE in three young people in Asia Pacific now interacts with artificial intelligence (AI) the way they would with a friend, according to new research from cybersecurity firm Kaspersky.
The study found that 32 percent of Gen Z respondents in Asia Pacific (APAC) say they use AI as a friend-a higher proportion than any other generation. The behavior held across markets, led by Indonesia at 39 percent, followed by Vietnam at 35 percent, Thailand at 34 percent, Malaysia at 33 percent and India at 32 percent.
Some 34 percent of Gen Z respondents said they use AI to discuss personal issues they would rather not share with other people, with Vietnam recording the highest share at 42 percent, followed by India at 37 percent and Indonesia at 36 percent.
Gen Z remains the most active generation of AI users in the region. Half use the technology every day or almost every day-the highest share across all demographic groups-with 57 percent using it to search for information, 54 percent for studying and 50 percent for generating ideas.
The research, however, also flagged a gap between reliance and safe use. While 45 percent of Gen Z respondents in APAC said they consistently take protective measures when interacting with AI services, 51 percent apply precautions only occasionally.
The inconsistency was most pronounced in Malaysia, where 54 percent said they take precautions only occasionally-the second-highest proportion after China at 60 percent-while Indonesia recorded the lowest at 43 percent.
Kaspersky warned that conversations that feel private carry real risks, cautioning that anything entered into an AI service should be treated as non-confidential. The firm advised users to verify important information-particularly on educational, financial, legal or medical matters-and to avoid sharing passwords, payment details, identity documents and private correspondence with AI platforms.
‘An interaction that feels personal should not be mistaken for a private or fully reliable conversation,’ said Vladislav Tushkanov, Group Manager at Kaspersky AI Technology Research Centre. ‘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.’
Adrian Hia, Managing Director for Asia Pacific at Kaspersky, said the findings underscored how deeply the technology has embedded itself in young people’s routines.
‘When one in three Gen Z users in APAC already sees AI as a friend, it is clearly becoming more than just a tool,’ he said. ‘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.’