CelcomDigi survey to tackle AI-driven scams at unis

CelcomDigi has launched a nationwide survey on how Malaysian university students and young adults recognise and respond to online threats, including scams that use artificial intelligence to appear more convincing.

Branded the S.A.F.E. Internet Survey 2026: Uni Edition, the initiative targets young people who spend significant time online and face a rising volume of fraud attempts across social media, messaging platforms, and other digital channels. It will be run in collaboration with universities and higher learning institutions.

CelcomDigi expects to reach at least 5,000 respondents over the next few months. The survey focuses on how tertiary students and youths identify threats, interpret suspicious behaviour and content, and decide what action to take when they encounter potential scams.

It also examines exposure to AI-generated content, exploring whether synthetic text, images, and other media affect how respondents judge authenticity and credibility online.

Philip Ling, Head of Sustainability at CelcomDigi, said the survey responds to concerns that young adults are increasingly targeted by online fraud.

"Young adults are now among the most frequent victims of sophisticated online scams, as highlighted in the 2025 State of Scams in Malaysia report. The misuse of AI is making these scams even harder to detect. Through this survey, we aim to gather the ground-level insights needed to shape stronger, data-driven safeguards for this group. Backed by our nationwide reach and a broad ecosystem of partners, we can effectively equip Malaysians with the awareness and tools to stay safe online."

Survey focus

The survey is part of CelcomDigi's broader online safety efforts under its S.A.F.E. Internet banner. It is positioned as a response to scams that increasingly blend social engineering with credible-looking digital artefacts, including content generated or altered using AI tools.

Respondents will be asked how they recognise suspicious online behaviour and content. The research also examines what shapes their responses, such as seeking advice, reporting, blocking, or taking other steps after an incident.

By focusing on university communities, the study targets a segment with high digital activity. Students also rely heavily on mobile connectivity for learning, social interaction, and financial transactions, which increases exposure to impersonation attempts and account takeover risks.

Broader programme

Alongside the survey, CelcomDigi continues awareness and education efforts aimed at different parts of Malaysian society. These include talks and outreach sessions delivered through its S.A.F.E. Internet education programme, with events in schools, universities, and community centres.

It also maintains a network of digital safety advocates, strengthened through masterclasses and initiatives such as Creators IRL and Youth IRL. These activities involve youth leaders, content creators, influencers, media personnel, and radio deejays.

Media partnerships are another part of the approach. CelcomDigi cited collaborations around the Kisah Benar: Scam Siber campaign series and an interactive online game, Can you escape online scams? It also referenced a story hub featuring real scam victims and survivors that reaches audiences across TV and digital platforms in multiple languages.

A separate S.A.F.E. Internet resource page provides guidance and downloadable materials for users of different ages. It is described as a one-stop information destination that simplifies advice into practical guides and tips.

Responsible business

CelcomDigi framed the work within a broader internal principle it calls A.C.T: creating Awareness, driving high Compliance across the business while supporting enforcement agencies, and leveraging Technology to combat evolving cyber threats and build safeguards.

The survey results are expected to provide data from young respondents to inform future awareness efforts and protection measures. CelcomDigi plans to use the findings to develop more targeted safeguards for youths and students as online threats evolve.

CelcomDigi is Malaysia's largest mobile network operator, with more than 20.5 million users. The survey will run with universities and higher learning institutions over the coming months.