With the rapid popularization of AI technology, traditional antivirus software is clearly insufficient to cope with new forms of digital threats and privacy anxieties. Trend Micro officially announced today (April 15th) that it will rebrand its consumer business group as "TrendLife". In addition to demonstrating its transformation from "endpoint protection" to "digital life guardian", TrendLife also unveiled the industry's first AI partner designed specifically for the "family", "Kaleida", hoping to give consumers back control over their digital privacy amidst the opportunities and risks brought by generative AI.
Trend Micro's brand rebranding is based on precise data insights into the current challenging cybersecurity environment.
According to statistics, phishing websites, ransomware, and identity fraud methods are rapidly evolving, fueled by AI. In 2025 alone, global losses due to AI-driven financial fraud are projected to reach a staggering $4420 billion.
Focusing on the Taiwan market, a TrendLife survey of 1035 Taiwanese consumers revealed that a staggering 75% of respondents have become accustomed to relying on AI tools when making important life decisions, such as job hunting, applying for government subsidies, filing taxes, and even large-scale purchases or investments. However, nearly 70% (68.7%) of respondents admitted to having moderate to high concerns about the potential misuse of their personal information within these AI tools.
Trend Micro CEO Ea-Hua Chen stated, "AI is changing the way modern families live and learn. We need a different kind of protection—not just defense against threats, but also empowering families to truly take control of their security and privacy in an AI-driven world."
Unlike personal tools, Kaleida is an AI companion designed specifically for the "family".
In response to these new anxieties, TrendLife presents the highlight of this announcement – its AI companion, "Kaleida".
Most AI assistants on the market (such as ChatGPT and Gemini) interact with each other in a "personal"-centric way, but Kaleida's design concept is to regard the "family" as a complete operating unit. Combining Trend Micro's nearly 20 years of experience in promoting the "Internet Safety for All" project, it not only has a core foundation of cybersecurity and privacy protection, but can also help parents support their children's learning or share the burden of arranging family schedules and other daily chores.
More importantly, Kaleida allows each family to establish its own "governance and regulation mechanisms" based on its core values and needs. This model, which enables family members to use AI safely in shared environments, is Trend Micro's concrete practice of "responsible AI governance."
TrendLife has opened early access registration for Kaleida, with a planned official launch to the mass market in the second half of this year.
