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Learn how to spot AI scams, including voice cloning, deepfakes and phishing. Discover the warning signs and what to do if you're targeted.
Most of us have encountered an online scam. They’re usually fairly easy to spot: dodgy-looking links, messages from people you’ve never heard of, or emails that just don’t seem quite right.
But scams are becoming increasingly sophisticated, and artificial intelligence (AI) has accelerated this. Scammers can now use easily accessible AI tools to make everyday scams much more convincing and significantly harder to spot.
Voice cloning, deepfakes and AI text tools can be used to imitate everything from delivery tracking emails and celebrity endorsements to emergency phone calls from someone who appears to be a friend or family member.
Knowing how to spot an AI scam means looking beyond the traditional warning signs and paying closer attention to what you're being asked to do.
Voice cloning can be a particularly nasty way of targeting people. Scammers can use AI software and short audio clips of someone, such as a relative or friend, to imitate their voice and create convincing phone calls or voice messages.
Deepfakes are probably one of the most well-known examples of AI being misused, and their harmful effects have received significant attention. Deepfake software can create convincing fake images, videos and audio of real people. These can then be used for scams including blackmail, fake product or investment endorsements and impersonation. You can learn more about recognising impersonation scams in our Safe & Smart Online guide to impersonation.
AI-generated phishing emails are another common scam you may encounter. Phishing has existed for a long time, but AI can make these messages more difficult to spot. Text-generation tools can produce polished, personalised emails that appear to have come from an official source, such as your bank, a delivery company or another organisation you trust.
Dating and rental scams aren't new either, but AI can make them more convincing. Scammers can use AI-generated messages, images and even fake identities to build trust over time. Someone may believe they're speaking to a genuine romantic partner before eventually being asked for money. Similarly, a supposed landlord might request a deposit for a property that doesn't actually exist or isn't theirs to rent.
It’s also important to remember that young people aren't only at risk of being targeted by AI-enabled scams and harmful content. They can also use AI tools in ways that cause serious harm to others, sometimes without fully understanding the consequences.
For example, someone might use an AI image generator to create a fake or inappropriate image of a classmate and share it as a joke. Even though the image isn't real, the embarrassment, distress and reputational damage it causes can be very real. Depending on what is created or shared, there may also be serious consequences for the person responsible.
Talking to young people about AI safety therefore shouldn't only focus on what other people might do to them. It should also help them understand their own responsibility when creating, editing and sharing AI-generated content.
Traditional scam warning signs are becoming less reliable because AI can produce polished messages, realistic images and convincing audio without the obvious mistakes we once associated with scams.
Those clues can still be useful, but they aren't enough anymore.
AI tools can produce polished, natural-sounding messages without obvious spelling or grammatical errors. They can also generate convincing images, audio and video. This means something can look and sound legitimate while still being a scam.
Instead of relying solely on how professional something looks, think about the behaviour and context surrounding the message.
Was the contact unexpected? Are you being rushed into making a decision? Are you being asked for money or sensitive information? Is there another way you can independently verify who you're speaking to?
Even people who are confident with technology can be caught out. These scams are deliberately designed to appear natural and trustworthy.
Luckily, there are still warning signs you can look out for. Recognising them can give you time to investigate something further before acting.
Urgency and pressure
Scammers often create a sense of urgency because people don't always make their best decisions when they're under pressure or in a stressful situation.
You may be told that something needs to happen right now or that there will be serious consequences if you don't act immediately.
The best thing you can do is give yourself time to think before doing anything.
Unusual payment requests
Be particularly cautious if someone asks you to pay using an unusual method, such as cryptocurrency, a wire transfer or prepaid gift cards.
If a request for money is unexpected -especially when combined with pressure to act quickly- stop and verify who you're dealing with before making a payment.
Something feels out of character
If someone appears to be a person you know, don't rely on their voice or appearance alone.
Think about what they're actually saying. A friend unexpectedly asking for money, a relative requesting sensitive information, or someone behaving very differently from normal should give you a reason to verify their identity.
Rather than continuing the conversation, contact the person independently using a phone number or account you already know belongs to them.
Avoiding live verification
Someone repeatedly avoiding live interaction can also be a warning sign, particularly in situations such as online dating.
Excuses about a broken camera, poor connection or being unable to speak live aren't automatically evidence of a scam. However, repeated attempts to avoid reasonable ways of verifying their identity should make you more cautious.
One AI scam that may catch people off guard is a voice-cloned distress call.
You receive an urgent phone call that appears to be from your child, parent or friend. They tell you they've been in an accident, have been arrested or desperately need money.
It might sound something like:
“Mum, I've been in a minor car crash and my phone is dying. Please transfer £300 to this mechanic right now.”
That call would be alarming. It's meant to be.
But remember the warning signs: urgency, an unexpected request for money and pressure to act immediately.
End the call and independently contact the person using a phone number you already know. Don't rely on the number that called you or any contact details provided during the suspicious conversation.
If you think you may have encountered an AI scam, don't act on the message immediately. Check who the sender claims to be and verify them through a separate, trusted method.
If the message claims to be from a company, don't use the links, phone numbers or contact details within the suspicious message. Instead, visit the company's official website or app yourself and use the contact information provided there.
If someone you know appears to be contacting you, get in touch with them separately using contact details you already have. You could also ask something that would help you establish whether you're genuinely speaking to that person.
If you're suspicious of images you've been sent, a reverse image search using a service such as Google Images or TinEye may help you discover whether the images have been taken from somewhere else online. However, remember that AI-generated images may not appear in reverse image search results.
If you believe you've encountered a scam, keep any useful evidence you have, such as screenshots, emails and details of the account or number that contacted you. Stop responding, report the account to the relevant platform and, where appropriate, report the scam to Report Fraud.
If someone you know is being impersonated, let them know so they can warn others.
If you've already responded to a scam, clicked a suspicious link or sent information, don't assume it's too late to do anything.
Protect your money. If you've sent money or shared financial information, contact your bank as soon as possible using its official contact details. Check your transactions and follow your bank's advice about securing your account.
Secure your accounts. Change any passwords that may have been compromised and enable two-factor authentication where possible. If you've downloaded something suspicious, run a security scan on your device.
Cut off contact and keep evidence. Stop responding to the scammer and block them where appropriate. Keep screenshots, emails, messages and other useful evidence rather than deleting everything immediately.
Most importantly, don't let the fact that something looks professional, sounds convincing or appears to come from someone you trust become the only reason you believe it's genuine.
AI may be changing what scams look and sound like, but taking your time and independently verifying unexpected requests remains one of the strongest ways to protect yourself.
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