Tbh, in this days and age you only need a really good AV software if you do weird stuff on your computer or if you want to secure a corporate network that has sensitive information, it's really of no use if you are just a bit careful with what you download and run on your PC.
That being said, Windows Defender is on by default on Windows 10 and there are a few privacy switch that you can enable from the app, then you can make you privacy on Windows 10 better if you use something like WinaeroTweaker, I also personally edit the local GPO according to the French Cybersecurity Agency, they issued a paper on this, if you do all of this plus maybe even a few registry tweaks, your data should be decently secured, (I made a Windows 10 image at my sysadmin work according to those things, it's been running for 2 years now and they're pretty satisfied with it).
My workplace is using Kaspersky btw, they decided it was the most privacy friendly AV but I'm unsure of their decision and I don't believe there are some truly privacy friendly AVs, but yeah, Kaspersky probably sends stuff to the Russians instead of Israel and the US if you use say Symantec, so it depends who you trust the most and who you need to hide from...
But hey keep in mind you are using Windows if you want total privacy, just don't use it...
Edit: One more thing, of course you should use an ad removal tool like ublock origin on your browser and add some crapware filters to it, it should help you avoid shitty places of the web quite easily and thus avoid you getting infected...