- Internet users demand high ethical standards and strongly advocate human surveillance
- For business, responsible AI is no longer the brand value of options, it is a core competitive differentiator
While Malaysian Internet users embrace artificial intelligence (AI) as a powerful tool for productivity, learning and daily convenience, they do so with discernment. Telenol Asia Digital Life Decode 2025: Building trust in the future of AI in Malaysia A report released yesterday. This is the fourth year of the report.
A total of 1,000 internet users across the country, ages 16-64, were surveyed to understand how AI is reshaping their digital lives. Users were drawn from:
- Telenor's custom research
- General population survey
- Research Company Uses GWI recontact method
- Field surveys conducted from May 30th to June 10th, 2025.
n = 1,004 in Malaysia
[Ed: There was no demographic breakdown of the Malaysian users.]
The findings reveal a digitally discernible society that is optimistic about the possibilities of AI, but deeply aware of its risks, ethics, equity and control.
“When AI is embedded in the way people work, learn and connect across Malaysia, this comes with a clear demand for ethical protection measures and shared responsibility. Malaysian internet users are looking for greater transparency, equity and control. It's encouraging to see society and Malaysian users focus on responsible development and use of AI,” says Manisha Dogra (photograph)Head of External Relations and Sustainability for SVP and Telenor Asia.
“Malaysian Internet users expect that transparent, inclusive, human-centric AI systems as their baseline are not luxury. For businesses, these findings highlight that responsible AI is no longer a brand value for options, but a competitive differentiator. (Photo, left)Head of SVP and AI at Telenor Group.
- AI is a Malaysian productivity partner and personal assistant
This shows an important behavioral change, with 89% of Internet users in Malaysia saying they are using AI from 75% in 2024. In particular, the number of internet users using AI for financial or health and fitness has more than doubled. Today, a quarter of the Malaysian Internet users surveyed intentionally use AI tools multiple times a day.
We are also actively using AI to strengthen our skill sets. The greatest capabilities AI has improved include problem solving (56%), data analysis (48%), research (47%), and creativity (45%). In the future, Malaysians hope that AI will further support efficiency, accuracy and critical thinking. The majority (6 in ten) consider the rise in AI skills to be personal responsibility, reflecting the transition to independence in navigating the AI landscape.
- AI in the workplace: Undeveloped opportunities
Currently, over half (51%) of Malaysian Internet users use AI at work, up from 37% in 2024. Top AI applications in the workplace include their use for analytics (59%), content development (52%), and customer service (45%).
For those who already use AI in the workplace, there is a 17% more likely to believe that AI will have a very positive effect on job safety, while 13% are more likely to believe the same thing about the country's economy, indicating that adoption of AI will help shape people's confidence.
However, only one in three people using AI in the workplace say their company has implemented an AI strategy. The majority also believes they are personally responsible for keeping up with AI, but they hope that four in 10 will help them acquire the skills they need to acquire the skills they need to support from their employers, schools and government. This shows a clearer organizational direction and training opportunity to fully utilize the benefits of AI. Companies play a role in supporting sustainable and responsible recruitment of AI by clearly planning and clarifying these plans to employees.
- Generation differences apply: Gen ZS is an AI power user and ethical guardian
Generation differences shape how AI is used and the shape of perception. Gen Z is the most enthusiastic AI user and is most concerned about its ethical implications. Ten generations of Z Internet users engage in AI tools, and many rely on AI to create content and provide emotional support, including academic and relationship advice. They are also more likely to report improved leadership, empathy, and confidence using AI.
But this same group is most important. 69% are strongly aware of the risks and biases of AI. While 71% say they are happy with how AI works, they are most likely to question the application of AI in sensitive areas such as employment, facial recognition, and contract drafting. A third (35%) recognize that perceptions of ethics and bias are essential skills for the future.
- Online safety and awareness of AI risks drive a more informed digital culture
Internet users in Malaysia remain optimistic about the impact of AI on society, particularly on education. Trust in AI-generated content has also increased dramatically, particularly in education (+15%), financial advice (+25%) and health (+19%).
However, this optimism is balanced by a strong perception of risk. Six Malaysians cite privacy as an important concern in AI use, and one in two Malaysian internet users say they are very aware of the potential risks or biases that may arise from AI use.
Malaysian internet users also show a more cautious approach when it comes to sharing personal information online. Only 47% are willing to share personal data for better services. Transparency and control are important. 42% say they only share their data if they clearly notify them of how to use it.
- A call for shared responsibility and human surveillance
Malaysian internet users are strongly advocating for human surveillance and transparency, particularly in sensitive applications such as employment, and Malaysian internet users are demanding high ethical standards. Less than half (46%) feel unfair when companies use AI in decision-making without human supervision.
Regarding governance regarding the use of AI, Malaysian internet users believe that it should be a common responsibility among individuals (52%), high-tech companies (52%) and governments (49%). This shows a shift from 2024 when trust was leaning more strongly towards institutions such as governments and service providers to ensure online safety.
“The dual approach of personal and systematic accountability underscores the importance of equipping all users, especially younger and vulnerable groups, with skills and knowledge to critically engage AI and our commitment is clear.
For more information or visit us in full Digital Life Decoded in 2025: Building Trust in Malaysia's AI Future See the report: www.telenorasia.com/digitalivesdecoded
