Malaysian internet users are embracing artificial intelligence (AI) as a powerful tool for productivity, learning, and daily convenience, but they are doing so with discernment, according to Telenor Asia Digital Lives Decoded 2025: Building Trust in Malaysia’s AI future report released on last Thursday.

The findings reveal a digitally discerning society, one that is optimistic about AI’s potential but deeply aware of its risks, ethics, fairness, and control, Telenor Asia said in a statement.

In its fourth year, the study surveyed 1,000 Malaysian internet users to understand how AI is reshaping digital lives.

“As AI becomes embedded into how people work, learn, and connect across Malaysia, this comes with a clear demand for ethical safeguards and shared responsibility，

“Malaysian internet users are calling for greater transparency, fairness, and control. This signals a maturing digital society that values both innovation and responsibility,” said Manisha Dogra, Senior Vice President and Head of External Relations and Sustainability at Telenor Asia.

“To support this, the systems enabling AI must be built on secure, scalable and resilient infrastructure,

“Trust and security are the bedrock of any digital society, and it is heartening to see Malaysian users placing emphasis on responsible development and use of AI,” he added.

Meanwhile, Dr Ieva Martinkenaite, Senior Vice President and Head of AI at Telenor Group, said Malaysian internet users expect transparent, inclusive and human-centric AI systems as a baseline, not a luxury.

“For companies, these findings highlight that responsible AI is no longer an optional brand value but a core competitive differentiator,

“Businesses must prioritize responsible data practices, invest in employee upskilling, and foster environments where ethical safeguards are integral to AI-powered innovation,” he added.

Signaling a significant behavioral shift, 89 percent of Malaysian internet users say they use AI today, up from 75 percent in 2024.

Notably, the number of internet users who use AI for financial purposes or health and fitness has more than doubled.

Today, a quarter of Malaysian internet users surveyed intentionally use AI tools multiple times a day.

They are also actively leveraging AI to enhance their skillsets.

The top competencies AI has helped improve include problem-solving (56 percent), data analysis (48 percent), research (47 percent) and creativity (45 percent).

Looking ahead, Malaysians hope AI will further support efficiency, accuracy, and critical thinking.

A majority (six in ten) believe that upskilling in AI skills is a personal responsibility, reflecting a shift toward self-reliance in navigating the AI landscape.

Meanwhile, over half (51 percent) of Malaysian internet users now use AI at work, up from 37 percent in 2024.

Top applications of AI in the workplace include using it for analytics (59 percent), content development (52 percent), and customer service (45 percent).

For those who are already using AI at work, they are 17 percent more likely to believe that AI will have a very positive impact on their job security and 13 percent more likely to believe the same for the country’s economy, signaling that AI adoption helps to shape people’s confidence.

However, only one in three of those who use AI at work say their company has an AI strategy in place.

Also, while a majority believe they are personally responsible for keeping up with AI, four in ten expect support from employers, schools, and government to help them acquire the skills needed.

This signals an opportunity for clearer organizational direction and training to fully harness the benefits of AI.

Companies have a role to play and can support sustainable and responsible adoption of AI through clear planning and articulating these plans to employees.

Telenor Asia also highlighted that generational differences shape how AI is used and perceived.

Gen Z are both the most enthusiastic AI users and the most concerned about its ethical implications.

Nearly nine in ten Gen Z internet users engage with AI tools, with many turning to AI to create content, for schoolwork and even emotional support like relationship advice.

They are also more likely to report improvements in leadership, empathy, and confidence through the use of AI.

Yet, this same group is the most critical — 69 percent are highly aware of AI’s risks and biases.

While 71 percent say they are comfortable with how AI works, they are also most likely to question the application of AI in sensitive areas like hiring, facial recognition or drafting contracts.

Over a third (35 percent) of them recognize that ethics and bias awareness are essential skills for the future.

According to Telenor Asia, Malaysian internet users remain optimistic about the impact that AI can have on society, especially on the education front.

Trust in AI-generated content has also grown across the board, especially in education (+15 percent), financial advice (+25 percent), and health (+19 percent).

However, this optimism is balanced by a strong awareness of risk.

Six in ten Malaysians cite privacy as a key concern in the use of AI, and 1 in 2 Malaysian internet users say they are highly aware of the potential risks or biases that can come from using AI.

Across the board, Malaysian internet users also exhibit a more cautious approach when it comes to sharing personal information online.

Only 47 percent are willing to share personal data for better services.

Transparency and control are key: 42 percent say they would share data only if clearly informed how it will be used.

Across the board, Malaysian internet users demand high ethical standards, strongly advocating for human oversight and transparency, especially in sensitive applications such as hiring, said Telenor Asia.

Fewer than half (46 percent) find it unfair if a company used AI in decision-making without human oversight.

When it comes to governance of AI use, Malaysian internet users believe that it should be a shared responsibility between individuals (52 percent), tech companies (52 percent), and government (49 percent).

This marks a shift from 2024, when trust leaned more heavily on institutions such as government and service providers to ensure online safety.

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