Design/methodology/approach Based on numerical simulation and upsetting experiment of 2A10 aluminum alloy bar, the friction coefficient between contact surfaces is obtained by combining the fitting displacement distribution function and the electromagnetic-mechanical coupling numerical model, and the influence of friction effect is analyzed. Findings The maximum impact velocity and acceleration during EMU are 13.9 m/s and −3.3 × 106 m/s2, respectively, and the maximum strain rate is 7700 s−1. The functional distribution relationship between friction coefficient combination (FS, FD) and characteristic parameters [upper diameter (D1) and middle diameter (D2)] is established. The values of FS and FD are 0.1402 and 0.0931, respectively, and the maximum relative error is 2.39%. By analyzing the distribution of equivalent stress and strain, it is found that plastic deformation has obvious zoning characteristics and there is serious failure concentration in the strong shear zone. Originality/value Friction coefficient significantly affects stress or strain distributions in material forming process, but it is difficult to obtain friction coefficients through experimental tests in the high-speed forming process. In this paper, a multi-field coupling numerical model is proposed to determine friction coefficients and applied to the electromagnetic impact loading process (a high-speed forming process). Peer review The peer review history for this article is available at: https://publons.com/publon/10.1108/ILT-05-2024-0154/