UAE residents are turning to artificial intelligence (AI) for friendship, relationship advice and even love; for emotional support and companionship amid shifting social dynamics.
“This rise in AI companion usage reflects a broader shift in emotional behaviour and relationship expectations in the digital age. In the UAE, where digital infrastructure and smartphone usage is exceptionally high, this trend highlights a growing willingness to redefine companionship through technology,” said Andreas Hassellöf, CEO of Ombori and Phygrid.
“While text-based AI companions remain the most widely used, we are seeing a clear shift toward more immersive, multi-modal experiences that incorporate voice and visual elements,” Hassellöf added.
He said the “use of AI girlfriend applications is growing significantly worldwide, particularly among younger demographics”.
Citing global behavioural data, Hassellöf noted that one in four adults has engaged in flirtatious interactions with AI chatbots, highlighting a transformation in how people, especially digital natives, explore romantic and emotional relationships.
In the UAE, this global trend is reflected in robust local engagement with generative AI technologies. In 2024, the UAE’s AI companion market was valued at approximately $734 million and is projected to grow to $3.6 billion by 2030, according to Horizon Grand Vew Research. The country currently accounts for 2.6 per cent of the global market and is poised to lead the Middle East and Africa.
A recent report by Boston Consulting Group revealed that 91 per cent of UAE consumers are aware of generative AI, and 34 per cent are active users. Among students, usage is even higher, with 32 per cent reporting weekly interaction with such tools. These figures point to a digitally savvy youth population increasingly open to integrating AI into personal and emotional aspects of their lives.
Globally, the AI girlfriend market was valued at approximately $2.8 billion in 2024 and is projected to reach $9.5 billion by 2028, according to Artsmart.ai data.
‘AI doesn’t judge you – people do’
The appeal of AI companions stems from a lack of human availability and emotional support in modern life, Deepak Renganathan, AI expert and author of ‘AI – The Ultimate Marketing Game Changer’, said.
“People today don’t have time to truly listen to one another, which contributes to widespread loneliness,” he said. “That’s where AI girlfriends, counsellors, or psychiatrists come in — to offer emotional support. It’s similar to how many keep support animals at home for comfort and connection.”
He emphasised that AI offers a non-judgmental space, which users find comforting.
“People want someone who listens when they’re feeling low, hurt, or even happy — someone to share their emotions with. And AI doesn’t judge, but people often do. That’s a big reason for its popularity.”
Over time, these AI chatbots can be customised. As users interact with them more frequently, the bots begin to better understand their moods, routines, and emotional needs.
“Eventually, they know when you’re tired, when you’re upset, or when your mood shifts. They adapt to you,” Renganathan explained.
AI girlfriend experiences
Several platforms offering AI girlfriend experiences have gained global popularity. These include Replika, known for its conversational AI that provides emotional companionship, and Character.ai, which enables interactions with a range of AI personas, including virtual partners.
“Some platforms allow explicit content and adult-themed conversations, while others, like Replika and Character.ai, have implemented strict guidelines to prohibit NSFW (not safe for work) interactions, focusing on safe and respectful communication,” said Hassellöf.
He identified several reasons behind the rising appeal of AI girlfriend apps. AI companions help reduce feelings of loneliness and social isolation; users can tailor their virtual partners to reflect their preferences, enhancing emotional engagement; and advances in natural language processing and machine learning make these interactions more realistic and compelling.
Hassellöf also pointed to the impact of the Covid-19 pandemic and evolving relationship norms, which have driven people to explore alternative forms of connection, including AI-based relationships.
Psychological impact
While AI companions may offer support, mental health experts warn of potential consequences — especially in romantic relationships.
Dr Nidhi Kumar, specialist psychiatrist at Aster Clinic, said that while AI partners can help lonely individuals by offering emotional support and helping them practice social skills, the negatives should not be overlooked.
“People may begin to compare their real relationships to idealised AI interactions, leading to dissatisfaction and frustration,” Dr Kumar said. “Over-reliance on AI can result in emotional detachment from human partners, weakening intimacy and trust.”
He added that AI cannot replicate the depth of human understanding and emotional intimacy, and its presence can spark jealousy or conflict between couples — especially if one partner feels replaced or threatened.
Dr Kumar offered some guidance for couples navigating this new digital landscape, advising them to communicate openly about feelings, expectations, and boundaries related to AI companions; set clear guidelines for using AI-based tools in a relationship; and prioritise human connection and emotional closeness.
“Ultimately, the impact of AI companions depends on individual circumstances and how each couple chooses to engage with these emerging technologies,” he concluded.
