Consumers are being targeted by a new wave of hyper-realistic AI scams, with fraudsters using generative artificial intelligence to create deepfake videos, cloned voices, and convincing phishing emails. These scams are designed to deceive even the most vigilant Brits, exploiting both technology and psychology.
Chris Ainsley, head of fraud risk management at Santander, said: “Generative AI has opened the floodgates to a new wave of highly convincing scams that can be almost impossible to spot at first glance. As fraudsters become more sophisticated, it’s vital that people stay alert and think twice before engaging with adverts or offers that appear to be too good to be true.”
One common tactic involves AI voice cloning, where scammers use a brief audio clip to replicate a person’s voice. They then phone victims pretending to be a distressed relative or a bank employee, aiming to extract money or sensitive information. To spot these fakes, experts advise asking a question only the real person would know, and never moving money based solely on an unsolicited call, text, or email.
Deepfake videos are also on the rise, with a Which? investigation uncovering scam videos on YouTube using AI-generated fakes of Sir Keir Starmer and Martin Lewis to promote fraudulent investment schemes. Viewers should watch for tell-tale glitches such as mismatched lip movements, stiff expressions, and robotic voices, and always verify the source from an official account.
AI is also fuelling identity theft and fake online shops. Cifas warns that criminals use AI to forge documents and create synthetic identities. Consumers are urged to check their credit files regularly and be cautious about sharing personal details online. For shopping, always look for secure payment options and verified contact details before making a purchase.
