Recent research from Kaspersky highlights a notable shift in how artificial intelligence (AI) is used during the holiday season. Beyond its role as a shopping or planning assistant, AI is increasingly being relied upon for emotional support — a trend particularly evident among Gen Z and millennials. However, experts caution that overreliance on AI can expose users to data security risks.
Ahead of the Christmas holidays, Kaspersky conducted a global survey* to understand how people use AI-powered tools to optimise their free time and holiday preparations, while also identifying potential cybersecurity threats. The results show that AI adoption is high: 74% of respondents globally, and 84% in South Africa, plan to use AI during the 2025/2026 holiday period. Younger users show the greatest enthusiasm, with 86% of global respondents aged 18-34 intending to use AI.
In South Africa, AI tools are most commonly employed for practical purposes: 60% of users plan to use AI to find recipes, while 63% will search for restaurants and accommodation. AI also serves as a creative assistant — 57% of South African respondents look to it for gift ideas, holiday celebration tips, and decoration suggestions. Additionally, 45% plan to use AI for leisure activity ideas, and 61% see it as a shopping assistant to create lists, locate deals, or analyse reviews.
While AI offers convenience and personalised recommendations, Kaspersky warns that chatbot-generated content can sometimes be unreliable or malicious. Users should verify links and avoid clicking on anything suspicious, ideally using security solutions with AI-powered phishing detection.
Interestingly, AI is taking on an emotional role. In South Africa, 24% of users turn to AI when feeling unhappy, with younger generations most engaged in seeking emotional support. “As LLM models evolve, their ability to engage in meaningful conversations grows. But because they learn from internet-sourced data, they can reproduce errors and biases. Users should approach AI advice with caution and avoid oversharing,” says Vladislav Tushkanov, Group Manager at Kaspersky AI Technology Research Center.
Kaspersky also recommends several security practices for AI use: reviewing privacy policies, avoiding sharing sensitive personal or financial information, and sticking to AI services from reputable companies. Malicious or unknown bots may attempt to harvest data, so solutions like Kaspersky Premium can help prevent exposure to phishing and unsafe links.
*The survey, conducted in November 2025, included 3,000 respondents across 15 countries, including South Africa, China, Germany, India, Mexico, and the UAE.
