Artificial intelligence is making online scams harder to identify, with criminals increasingly using realistic images, cloned voices and deepfake videos to deceive people and steal money. Consumer protection officials have warned that AI tools are enabling fraudsters to create convincing scams quickly and target victims more effectively.
According to a report by the BBC, fraudsters are setting up professional-looking websites that pose as family-owned businesses selling quality, UK-made products. However, customers may receive cheap, mass-produced goods instead of what was advertised, or their orders may never arrive. National Trading Standards has released its first AI scam watchlist, highlighting emerging tactics used by criminals.
The warning covers several forms of AI-assisted fraud. Fake shopping websites can be created rapidly at low cost, while scammers use AI to sustain lengthy romance scams by remembering personal details and maintaining convincing conversations. Voice cloning and deepfake videos can also impersonate relatives or friends seeking urgent financial help.
AI-generated phishing emails, text messages and social media posts are another growing concern. These messages can be personalised, professionally written and distributed on a large scale, making traditional warning signs less reliable. Consumer group Which? has cautioned that spelling mistakes and grammatical errors can no longer be treated as dependable indicators of fraud.
National Trading Standards advises people to verify a seller’s address, research businesses before making payments and contact employers directly to confirm job offers. Those considering financial services should use the Financial Conduct Authority’s Firm Checker to check whether a company is authorised.
People should also avoid sending money, gift cards or sensitive personal and financial information to individuals they have not met in person. Even a familiar voice or face on a video call should not be considered proof of identity.
Authorities urge consumers to pause before responding to urgent requests. In the UK, suspected fraud can be reported through Report Fraud or the Citizens Advice Consumer Helpline.
