Trend Micro is a $1B+ cybersecurity company founded in 1988 to produce antivirus products for LANs, which it licensed to Intel. Over the years, the company added anti-spam and anti-spyware software, and has since become a global cybersecurity leader that protects more than half a million organizations and more than a quarter billion people across clouds, networks, devices, and endpoints.
One of the more interesting aspects of the company is its 15-year-old outreach program, Internet Safety for Kids and Families. The company provides online safety education; has educated more than 1.4 million kids, 2.4 million parents, and teachers; and offers programs in more than 37,000 schools.
Also: What is an AI PC? (And should you buy one?)
With the launch of AI PCs this year, I was curious whether the new AI capabilities would increase the threat surface area for this new generation of devices. In this exclusive interview, I had the opportunity to speak with Kevin Simzer, chief operating officer at Trend Micro, who gave a clear overview of the security benefits and concerns for users of AI PCs.
With that, let’s dig in.
Trend Micro COO Kevin Simzer: “Traditional device security solutions fall short against threats that target AI applications, leaving your sensitive information at risk.”
Trend Micro
ZDNET: Please introduce yourself and provide a brief overview of your role as the COO of Trend Micro.
Kevin Simzer: As COO at Trend, I am responsible for all field operations including global sales, marketing, business development, strategic alliances, and corporate development.
ZDNET: How do AI PCs differ from traditional PCs in terms of functionality?
KS: Unlike traditional PCs, AI PCs are equipped with a neural processing unit (NPU), optimizing the PC to run AI algorithms on the device at near lightning speeds.
With an AI PC, you have the option to use an AI application that is not hosted in the cloud since there is enough processing power to run it locally on your device. This provides the added benefit of both speed and privacy, since any data being processed does not have to travel outside of your device.
ZDNET: How do AI PCs differ from traditional PCs in terms of potential cybersecurity risks?
KS: There is currently a lot of excitement about all the possibilities enabled by AI PCs coupled with an increasing number of AI applications that run on them. We, too, are excited about the potential they have to improve productivity, creativity, and more for all types of users.
Also: How work devices may evolve to keep up in the AI era
However, as with any technological shift in the past, we know that such innovations come with risks. Traditional device security solutions fall short against threats that target AI applications, leaving your sensitive information at risk. AI PC users will be vulnerable to a variety of cyberattacks, including prompt injection, AI model tampering, knowledge base poisoning, data exfiltration, personal data exposure, local file vulnerability and malicious manipulation of AI apps.
We want everyone to fully enjoy the benefits of AI PCs, which is why we are hyper-focused on making sure they are protected while doing it. We are the first cybersecurity company to offer solutions to consumers to do just that.
ZDNET: What are the primary challenges you foresee with the widespread adoption of AI PCs?
KS: All of the excitement about AI and AI PCs is understandable. But as an increasing number of consumers become more frequent users of AI applications and AI PCs, we are concerned about two things: that AI PCs and AI applications are not being designed with security and privacy in mind, and that consumer awareness of the risks of AI and AI PCs remains low.
Also: The best antivirus software and apps you can buy
We are acting on these very concerns by providing AI security solutions designed specifically for AI PCs and consumers and by doing our part to educate consumers.
ZDNET: Are there potential risks associated with the increased computing power of AI PCs?
KS: Every step forward in technology comes with risks. We are paying close attention to evolutions in AI technology, as well as the hardware that will power it as we anticipate and prepare for the vulnerabilities of the future.
While AI PCs are still very new, the increased computing power they offer may pose a risk in terms of what damage they may be able to cause if used for unintended or malicious purposes.
ZDNET: What are the key cybersecurity threats that AI PCs are susceptible to, and how does Trend Micro address these threats?
KS: There are several ways that someone could tamper with an AI PC by leveraging local AI. Cybercriminals could contaminate AI applications with malicious input through data poisoning, allowing AI applications to access a user’s sensitive data.
Also: These experts believe AI can help us win the cybersecurity battle
To mitigate these risks, users need to protect critical and private files in local AI applications, keeping them safe from unauthorized access from suspicious apps. Users can also ensure the integrity of local AI apps by preventing them from providing incorrect answers to initiate malicious attacks.
ZDNET: How does Trend Micro leverage the efficiency and data privacy benefits offered by AI PCs?
KS: AI PCs powered by NPUs allow consumers to run AI applications locally on their devices rather than in the cloud, providing benefits from privacy to performance.
As PC manufacturers rapidly bring new AI PCs to market, consumers will be presented with both new opportunities and new risks. We are committed to addressing these risks through new capabilities that we showcased at Computex 2024.
The first is AI application protection. Traditional cybersecurity solutions for PCs are not enough when it comes to protecting consumer AI applications from malicious activity. Methods such as model tampering or knowledge base poisoning can result in an AI application being directed to put users at risk of losing sensitive personal information or becoming victims of misinformation.
Also: AI is changing cybersecurity and businesses must wake up to the threat
Trend’s AI application protection capability is designed to address this risk and is set to launch for device security products in 2024.
The next is NPU-powered email security. Previously, email content had to be sent to the cloud for analysis due to computing power requirements. Trend can now run email scam protection locally on an AI PC.
This offers a better user experience and removes data privacy friction from the process. Trend expects to see a 100% increase in usage of this feature on AI PCs, which will be available as part of its device security solutions in 2024.
ZDNET: What ethical considerations should be considered when countering AI-related threats and threats in general?
Ethical considerations are paramount when dealing with new technology like generative AI. Data sovereignty, privacy, intellectual property, transparency, human oversight, and continuous monitoring of how our products operate are critical.
Also: How Deloitte navigates ethics in the AI-driven workforce: Involve everyone
All of Trend Micro’s products worldwide are built to protect these without compromising on security.
ZDNET: Can you provide examples of how Trend Micro’s cloud AI capabilities can be delivered on AI PCs?
KS: We are always looking for how to better use new technology advances to better protect our customers’ security and privacy. A great example enabled by AI PCs is a new option for us to provide our cloud-based AI scam detection model for email to the AI PC.
It uses the NPU, so we can now scan customers’ emails for scams, etc. without sending any of that information to the cloud and instead processing it locally on the PC. We are happy to say we are the first to use Intel’s new Lunar Lake SoC for this.
You can learn more by checking the announcement we issued in early June during Computex 2024.
ZDNET: Can collaborations enhance the understanding and reduction of AI-related cybersecurity risks?
KS: Absolutely. Trend’s ecosystem has expanded recently to include silicon partners such as Intel and Nvidia as proof of our focus on innovation without boundaries.
Also: How to run dozens of AI models on your Mac or PC – no third-party cloud needed
We’re committed to protecting AI and other emerging technologies, and working with other leaders in the industry is essential to accomplishing this goal.
ZDNET: How does Trend Micro stay ahead of emerging cybersecurity threats in the rapidly evolving landscape of AI technology?
KS: We have decades of staying ahead of threats under our belt. In the same way we pioneered cloud security, we’re making the first moves in the market to mitigate the new risks posed by generative AI.
The security principles are the same, but the challenge is growing in complexity, and we are moving quickly to stay on top. These measures include integrations into our flagship cybersecurity products and rely on our ultra-deep threat intelligence and research, which is unmatched in the industry.
ZDNET: What cybersecurity advice would you give to consumers looking to adopt AI PCs?
KS: Consumers need to be educated about the potential risks associated with AI PCs.
For example, imagine asking your AI chatbot for your bank’s official website. Under normal circumstances, it would guide you to the correct site. But if a cybercriminal had tampered with the chatbot, it could direct you to a fraudulent website that appears 100% legitimate but is, in fact, designed to steal your banking credentials.
Also: I bought the cheapest Surface Pro 11 laptop: 3 takeaways as a Windows expert
This isn’t just a hypothetical scenario. It’s a real risk that AI PC users might face. Consumers can use AI app protection technology to combat AI PC threats. For example, Trend Micro has designed AI app protection technology to ensure they remain trustworthy and secure.
As manufacturers roll out AI PCs, you can embrace this new technology confidently once you’re equipped with an AI app protection solution and enjoy the revolutionary benefits of your AI PC without compromising on security.
ZDNET: What role do you see AI playing in the future of cybersecurity?
KS: AI, specifically generative AI, plays a huge role in increasing productivity by helping operators deal more efficiently with unstructured information. This includes threat, vulnerability, incident response, and malware disclosure reports.
AI can help sift through copious amounts of information to translate it into something digestible and approachable. For consumers, applying AI to cybersecurity efforts can assist in receiving easily understandable app and website data collection summaries and privacy policies.
Also: The best AI chatbots: ChatGPT, Copilot, and worthy alternatives
AI can also alert users to potential scams with an explanation or recommendation of what to do. Integrating AI into cybersecurity provides a wall between bad actors and users, giving users easier control over their privacy and data.
Are you using AI PCs?
Big thanks to Kevin for taking the time. Now, what about you? Are you using or planning to buy a new AI PC? Are you concerned about security issues that AI PCs may bring to your computing environment? Let us know in the comments below.
You can follow my day-to-day project updates on social media. Be sure to subscribe to my weekly update newsletter, and follow me on Twitter/X at @DavidGewirtz, on Facebook at Facebook.com/DavidGewirtz, on Instagram at Instagram.com/DavidGewirtz, and on YouTube at YouTube.com/DavidGewirtzTV.
Artificial Intelligence
