Usage brands move from seeing AI as a simple task-oriented tool to a source of emotional support
According to a recent global study released Tuesday, more than a quarter of Gen Z users interact with artificial intelligence (AI) as if they were communicating with a friend, using the technology for emotional support and personal matters.
A recent global survey conducted by Kaspersky with 7,200 participants showed that Generation Z uses AI much more actively compared to other generations.
More than a quarter of respondents, 27%, said they use technology as a friend, marking a shift from viewing AI as simply a task-oriented tool to a source of emotional support and companionship.
The study revealed that 28% of Gen Zers consult AI about personal questions they are hesitant to share with others, highlighting how conversational systems fit naturally into their digital habits.
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Nearly half of participants, 47%, reported using AI every day or at regular intervals, marking the highest level among all demographic groups. Young people used AI for various purposes: 56% search for information, 49% study, 47% generate ideas and 39% use it to work.
Despite their great activity and self-confidence in the digital world, many participants underestimated the risks associated with AI.
Only 42% of Gen Z users regularly applied protective security measures, such as verifying information from trusted sources and avoiding sharing sensitive data. The remaining users took such precautions only occasionally (52%) or did not implement any security measures at all (6%).
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Experts warned that as interactions become more personal, users should remember that information entered into AI tools should be considered non-sensitive data by default, as these systems can produce incorrect answers and expose sensitive data, Kaspersky warned.
Vladislav Tushkanov, group director of Kaspersky’s AI Technology Research Center, said Generation Z understands evolving AI trends much better than other generations and finds new ways to integrate this technology into daily life.
Tushkanov noted that a personal-feeling interaction should not be confused with a private or completely trusted conversation, and urged young users to feed their curiosity with habits such as verifying information and protecting personal data.
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