This Safer Internet Day, Vodafone is launching a new campaign spotlighting the ‘ingredients’ of AI chatbots, as new research reveals how a lack of safe design and a chatbot’s human-like characteristics are influencing the way children engage with them
- AI chatbots are becoming part of daily life for young people, as 81% of children aged 11–16 say they use the tech.
- Almost a third (31%) of those who have used an AI chatbot felt it was like a friend, turning to it for advice on difficult situations (24%) and to help with worries and anxieties (20%).
- One in three (33%) said they have shared something they wouldn’t tell their parents, teachers or friends and over three quarters of those surveyed (86%) confirmed they had acted on the advice they were given by a chatbot.
- Experts warn that children and young people talking to chatbots as if they were human puts them at risk both now and in the future, as these ‘relationships’ are not reflective of real, human interactions.
- Vodafone is launching its new Breakfast Club campaign, supported by Broadcaster Laura Whitmore, featuring limited-edition ‘chatbot’ cereal boxes to help explain the ‘ingredients’ of AI chatbots – what they’re good for and what they’re free from – with new resources, expert tips from NSPCC and guidance on AI chatbot parental controls.
- It comes as VodafoneThree urges regulators and the Government to introduce additional safety measures alongside the Online Safety Act to better protect children from the risks of unsafe AI chatbot design.
New research from Vodafone reveals that nearly a third (31%) of 11–16-year-olds who have used an AI chatbot feel like it is one of their friends. Nearly half (49%) put this down to chatbots being trustworthy and easy to talk to (65%), with many believing they can understand emotions like people do (39%).v
With 81% of 11–16-year-olds confirming they use AI chatbots* and 42% of those surveyed using the tech every day, the reasons for use are growing from basic research and educational tasks to looking for answers to personal situations. Many young people (37%) admit they confide in AI chatbots and are now turning to them for their take on friendships (23%) and mental health issues (16%), with one in three (33%) stating they have shared something they wouldn’t tell parents, teachers or friends.
NSPCC’s top 10 tips to help parents talk to their children about AI chatbot use
Some parents may find it challenging or intimidating to talk to their kids about any kind of technology and how they use it, nevermind cutting-edge AI chatbots. But with the following tips and advice from the NSPCC under their belts, parents can approach such conversations with confidence and openness.
Experts warn that children and young people talking to chatbots as if they were human puts them at risk both now and in the future. They point to these ‘relationships’ not being reflective of real, human interactions, since chatbots cannot empathise and don’t often challenge. When children – who are still experiencing key stages of development – turn to chatbots rather than friends or family for connection, they risk: isolation; acting on biased or unchecked advice; and struggling to make real-world human connections as they grow up.
This growing trend of children bonding with chatbots stems from the technology being increasingly designed to display human-like traits. More than half (56%) of 11–16-year-olds surveyed feel that AI chatbot interactions can sometimes blur the line between what’s real and what’s not, with boys more likely than girls to feel a chatbot is a friend (41% vs 24%).
The research, which analyses the experiences of 2,000 children (aged 11-16) and their parents**, explores how AI chatbot design is shaping children’s digital wellbeing and impacting their social development.
Features such as always being available (51%) and having a consistently friendly tone (37%) are ranked as the top reasons for engaging with chatbots. For almost one in five (17%), speaking to technology feels safer than speaking to a person, with 14% preferring to seek advice from an AI chatbot, ahead of a friend (10%) or teacher (3%).
of 11-16-year-olds feel like an AI chatbot is one of their friends
31%
believe AI chatbots can understand emotions like people do
39%
admit they confide in AI chatbots for their take on mental health issues
16%
say speaking to technology feels safer than speaking to a person
17%
prefer to seek advice from an AI chatbot rather than another person
14%
To help address this issue, Vodafone is launching its new Breakfast Club campaign, using a limited-edition cereal box to showcase the essential ingredients of AI chatbots. Designed to resemble a familiar breakfast staple, the packaging borrows the language and layout of food labelling to cut through the complexity of chatbot design.
Instead of sugar, grains, fruits or additives, the box lists what makes up an AI chatbot and, importantly, what it’s free from, such as empathy, challenge, and accountability. This helps parents and children understand where AI can genuinely support and where it falls short. The campaign is being supported by Broadcaster Laura Whitmore, who joined students at a secondary school in London to hear about their experiences with AI chatbots firsthand.
Child psychologist, Dr. Elly Hanson, said: “It is uncanny how effective AI chatbots can be at mimicking human empathy, personality, and connection. As Vodafone’s research shows, this is leading many children and young people to feel like chatbots are their friends and is interfering with their social development.
“They need real relationships involving give-and-take, shared experience, diverse perspectives, and actual feelings, not pseudo-relationships designed to keep them hooked for as long as possible. Education designed to help young people critically analyse this anthropomorphic technology is urgently needed, alongside regulation that protects against its particular risks.”
The Open Line: Two Vodafone colleagues discuss parenting in the digital age
With Vodafone UK’s latest campaign, ‘The Open Line’, urging parents to break the silence around online safety, we asked two current Vodafone employees about the digital challenges facing parents.
When technology is designed to feel like a friend
Conversational chatbots top the list of AI tools used most by those aged 11-16 (59%), with usage highest among 14-year-olds (48%). Those who are engaging with chatbots spend an average of 42 minutes a day chatting with them.
The reasons that children and young people are spending this time with chatbots is varied. For some, it removes the embarrassment (25%) that they might face from conversations with a peer or loved one, while over half (53%) value the fact that chatbots support and encourage their thinking. When asked how these interactions made them feel, those surveyed stated they felt happier (38%) and less anxious (27%) afterwards.
Young people are acting on these feelings too, with more than three quarters (86%) of those surveyed confirming they have acted on the advice given by a bot. Crucially, they are taking this advice without a clear picture of how chatbots work and where this guidance is coming from. A fifth (21%) acknowledge they find it difficult to understand the limitation of these tools, while more than half (55%) say they struggle to tell whether information is accurate, unfair or biased.
of 11-16-year-olds use AI chatbots
59%
say using an AI chatbot removes the embarrassment of a real conversation
25%
value the fact that chatbots support and encourage their thinking
53%
have acted on the advice given by an AI chatbot
86%
struggle to to tell whether information is accurate, unfair or unbiased
55%
Nicki Lyons, Chief Corporate Affairs and Sustainability Officer, VodafoneThree, said: “Knowing how to talk to your child about AI chatbots and online safety isn’t always straightforward. In our new campaign, we’ve used the language of food labelling to help parents and kids understand them.
“Our Breakfast Club resources help highlight what AI chatbots are made of, when – if used properly – they can be a force for good, and the risks when they are used as a substitute for connection, friendship or support.”
Laura Whitmore, Broadcaster, who spoke with teenagers at a school in London about the campaign, said: “Spending time talking to the kids really opened my eyes to just how much AI chatbots are part of their everyday lives.
“Hearing how they are sometimes used for personal advice or valued for their instant responses, you can see just how easy it is for the lines to become blurred and for kids to start seeing them like a friend. Understanding AI chatbots is really important and needs more awareness and conversation. This new campaign from Vodafone is a great way to start this discussion.”
AI as a tool, not a substitute
Almost three quarters (75%) of 11–16-year-olds surveyed report positive benefits of using AI chatbots for practical tasks like homework (89%), researching information (92%), and learning new things (91%).
The research, which also surveyed 4,000 teachers***, saw educators recognise AI’s potential when used appropriately, believing the tech can help: engage students in new ways (15%); support personalised learning (19%); and complete work more independently (16%).
However, both parents (44%) and teachers express concerns about children becoming over-reliant on AI chatbots. Nearly a third of teachers (29%) have observed declines in students’ independent thinking or problem-solving skills, and almost half (49%) say students are increasingly turning to AI tools to support with schoolwork – a trend even more pronounced among English teachers (60%).
Online Safety Act: Everything you need to know
The new law has been hailed by organisations such as the NSPCC, yet it continues to be hotly debated. We explain what it is and what it means for families.
Gary Moore, Head Teacher, Regent High School, said: “AI is an exciting development that we cannot ignore as educators. It has the ability to create new ways for students to explore ideas, build confidence and learn in ways that feel personal to them, but appropriate safeguards and guidance on how to use the tech in the right way is essential.
“Without this, we run the risk of tools like AI chatbots impacting their learning, potentially narrowing the number of sources they refer to, shaping how they form conclusions, and impacting their ability to remember and recall information. It’s important we raise awareness of this, to ensure that AI supports learning and doesn’t replace children’s own thinking.”
While reliance on AI chatbots for emotional support is less understood among parents, with one in three (35%) unaware of this phenomenon, more than half (57%) believe children shouldn’t be able to access bots with human-like characteristics. Meanwhile, the large majority (87%) want to play an active role in helping their child understand the risks of AI chatbots and to think critically about what they see and share (86%).
Barry Laker, Childline Service Head, NSPCC, said: “AI is becoming a regular part of children’s online experiences. When used safely and responsibly, it can offer opportunities, but it also brings risks, especially if children aren’t sure what’s real, or how AI works. It’s particularly concerning that a third of children are confiding in AI chatbots with concerns they wouldn’t share with parents, teachers or friends. That’s why open conversations with your child about AI chatbot use is so important, setting clear boundaries to help them stay safe and informed.
“Initiatives, like Vodafone’s Breakfast Club campaign, play a vital role in helping parents and carers with these conversations and supporting families to navigate these challenges together. Childline is here 24/7 to listen without judgment; our counsellors are real people who care about young people’s wellbeing. We’d encourage any child or young person who needs to talk to contact us on 0800 1111 or visit childline.org.uk.”
of 11-16-year-olds report positive benefits of using AI chatbots for practical tasks
75%
of teachers recognise AI's potential to support personalised learning
19%
of parents and teachers express concerns about children becoming over-reliant on AI chatbots
44%
of teachers have observed declines in students' independent thinking or problem-solving skills
29%
of teachers say students are increasingly turning to AI tools to support with schoolwork
49%
Currently, not all AI chatbots are covered by the Online Safety Act, and additional safety measures are needed to protect children online when using these tools. VodafoneThree is reiterating its call for regulators and the Government to be proactive in prioritising ‘safety by design’, ensuring emerging technologies are covered by stronger standards for age-appropriate design and clearer protections for children’s emotional and social development.
To support parents, children and schools, Vodafone has partnered with First News and NSPCC to create free resources that help: build children’s understanding of chatbots; support media literacy; and promote healthy digital wellbeing. This includes a family pack, lesson plans, assembly materials and expert top tips for conversations on AI chatbot use.
VodafoneThree’s Discovery team is also delivering online safety assemblies and lessons in schools nationwide. All of which comes alongside enhancements to Vodafone’s Digital Parenting Pro, one of the UK’s largest parental controls and safety settings resources, which now includes advice on AI chatbots and available controls. To access the resources, visit our Digital Parenting homepage.
Stay up to date with the latest news from VodafoneThree by following us on LinkedIn and Twitter/X.
-Ends-
Notes to Editors:
* The research was conducted by Censuswide with 1,000 parents with children aged 11-16, and 1,000 children aged 11-16. The data was collected between 30.10.2026-02.022026.
** The research was conducted by Censuswide with 1,000 parents with children aged 11-16, and 1,000 children aged 11-16, noting they must both use AI chatbots. The data was collected between 19.01.2026-23.01.2026.
*** The survey was conducted with 4,000 teachers on the 24.01.2026 by Teacher Tapp.
About VodafoneThree
VodafoneThree is the UK’s largest mobile network operator serving the fixed and mobile market, formed following the merger of Vodafone UK and Three UK in June 2025.
Through an unprecedented £11 billion investment, VodafoneThree will build the UK’s best network. The network will deliver reliable, quality connectivity to all nations and regions, creating as many as 13,000 jobs and laying a digital foundation for the country’s growth ambitions. VodafoneThree is the only mobile network operator with a fully funded, regulated and guaranteed network build plan, reaching 99% 5G Standalone population coverage by 2030 and 99.96% by 2034. From big cities to small towns, and everywhere in between, the company’s mission is to build the UK’s best network.
VodafoneThree is a private company, 51% owned by Vodafone and 49% owned by CK Hutchison Holdings. It encompasses all businesses and assets, including Vodafone UK, Three UK, VOXI Mobile, SMARTY and Talkmobile.
For more information, visit:
www.vodafonethree.com
www.vodafone.com
www.ckh.com.hk
Follow us:
www.linkedin.com/company/vodafonethree
