TIC Kids Online Brazil: 65% of Children and Adolescents Use Generative AI for Studying, Content Creation, and Handling Emotions

Survey by Cetic.br | NIC.br also reveals a decrease in Internet access in schools and exposure to online advertising and marketing

 

São Paulo, October 22, 2025 – Nearly two-thirds of Brazilian Internet users aged between nine and 17 have already incorporated generative artificial intelligence tools into their routines, whether to assist with studies, create content, or even discuss their emotions. This unprecedented data is part of the TIC Kids Online Brazil 2025, released this Wednesday (22) by the Brazilian Internet Steering Committee (CGI.br). The survey, now in its 12th edition, is conducted by the Regional Center for Studies in the Development of the Information Society (Cetic.br), a department of the Brazilian Network Information Center (NIC.br).

For the first time, the survey investigated the use of generative AI and found that 59% of children and adolescents in this age group turn to technology for school research or studying. Other uses include seeking information (42%), creating content such as texts and images (21%), and talking about personal issues or emotions (10%).

The use of this technology increases with age: among adolescents aged 15 to 17, the presence of artificial intelligence tools is higher than among children aged 9 to 10. For school research or studies, the proportions were 68% and 37%, respectively; for information seeking, 60% and 17%; for content creation, 32% and 9%; and for discussing personal issues or emotions, 12% and 4%.

"Generative artificial intelligence is increasingly present in everyday digital practices, whether in the search for information, content creation, or even as a resource with which people share personal and emotional issues. Given this scenario, we included a new indicator in the survey to monitor how children and adolescents are using these technologies. With this, we aim to generate evidence to contribute to the formulation of policies and actions aimed at their protection, well-being, and holistic development,” explains Alexandre Barbosa, manager of Cetic.br.

 

Frequency of Use and Impact in the School Environment

According to the survey, the cell phone — the main means of accessing the Internet for 96% of the population aged nine to 17 — was used several times a day by 74% of respondents, followed by television (35%) and desktop or laptop computers (8%).

After the sanction in January of Law No. 15,100/2025, which restricts the use of cell phones in schools, the proportion of users in this range who accessed the Internet in the school environment decreased, dropping from 51% (2024) to 37% (2025).

Another novelty that TIC Kids Online brings this year is regarding the frequency of Internet use in different locations. The study reveals that 84% of young people connected to their home network “several times a day.” In schools, 12% reported accessing the Internet “several times a day,” 13% once a week, and 9% once a month.

Currently, 92% of Brazilian children and adolescents aged nine to 17 are Internet users, representing 24.5 million people, a proportion that remained stable compared to the previous edition of the study.

Digital Platforms and Multimedia Activities

WhatsApp is the most frequently accessed digital platform by users aged 9 to 17. The messaging app is used “several times a day” by 53%, followed by YouTube (48%), Instagram (48%), and TikTok (46%).

According to the survey, 85% have a profile on at least one of the investigated platforms. The proportions were 64% for the age group of nine to 10 years; 79% for those aged 11 to 12 years; and 91% for those aged 13 to 14 years. Among those aged 15 to 17, almost all (99%) have a profile on at least one platform.

Multimedia activities remain among the most practiced by children and adolescents. For the first time, the survey investigated the types of videos watched: 46% reported watching digital influencer videos several times a day; 35% watching series, films, or programs on the Internet; 29% videos or tutorials on the Internet teaching them to do things they like; 23% videos of people playing video games on the Internet; and 60% other online videos.

"Over the past decade, we have observed that multimedia activities, especially watching videos, are among the most practiced by children and adolescents on the Internet. In this edition, we expanded this monitoring and began investigating the types of videos accessed by this audience,” comments Luísa Adib, coordinator of the TIC Kids Online Brazil survey.

 

Online Marketing Content

More than half of Internet users aged 11 to 17 reported being exposed to advertising or marketing in various digital media: 55% on social networks, 52% on video sites, and 52% on television. The presence of ads on gaming sites reached 26% of this audience.

The most viewed video advertising formats by this population segment were: people unboxing products (66%), showing how to use products (65%), or displaying products given to them by a brand (58%). For the first time, the survey investigated the exposure of children and adolescents to videos of people promoting betting games. Among users aged 11 to 17, 53% reported contact with this type of online content. Exposure was higher among adolescents aged 15 to 17 (63%).

Considering practices involving spending and rewards in online games, 21% of users aged 11 to 17 reported making a purchase or spending money to advance levels or gain new items in online games.

According to statements from guardians, 45% of children and adolescents had contact with age-inappropriate advertising, and 51% requested a product after seeing an ad on the Internet. The perception of ad personalization is also high: 65% of users aged 11 to 17 agreed that talking or researching a product increases the amount of advertising they receive for it.

“The data reveals a high exposure of children and adolescents to online marketing content, often disguised as entertainment. The perception of young people about ad personalization raises an alert about the need to develop media and data literacy from an early age,” asserts Barbosa.

Internet Use Mediation

When it comes to the safe use of the Internet, parents and guardians primarily seek guidance from their children or adolescents (50%) and from family or friends (48%). The survey also reveals strong mutual support: 31% of young people claim to help their parents or guardians with online activities, while 44% of parents/guardians say they talk to children and adolescents about what they do online.

“The TIC Kids Online Brazil reaffirms the CGI.br's commitment to promoting a safer and more inclusive digital environment for children and adolescents. The survey helps society and the government understand the new dynamics of the behavior of Brazilians aged 9 to 17 and to support more effective public policies and educational actions aligned with their digital reality,” states Renata Mielli, coordinator of CGI.br.

About the TIC Kids Online Brazil 2025 Survey

The 12th edition of the TIC Kids Online Brazil survey personally interviewed 2,370 children and adolescents aged 9 to 17, as well as their parents or guardians, throughout the national territory. The interviews took place between March and September 2025. The survey is aligned with the methodological framework of the Global Kids Online project, coordinated by UNICEF, and with the Kids Online Latin America network.

This content was automatically translated with the support of artificial intelligence.