Don't fall for this - how to protect yourself from AI scams

Shoppers are being cautioned against falling for AI-powered scams, as criminals increasingly employ artificial intelligence to enhance their fraudulent activities. Deceptive websites masquerading as legitimate, family-run retailers claiming to sell high-quality UK-made products are one such example. These fraudulent sites often feature AI-generated images of a UK High Street with Union Jack flags to give the impression of authenticity.

According to National Trading Standards, the use of AI, including voice cloning and deepfake videos, is becoming more prevalent in scam tactics.

The new AI Scam Watchlist has been created to highlight the various tools and techniques used by criminals. These include polished and professional-looking websites generated at a low cost and in a matter of moments, romance scams where AI is used to create detailed profiles based on victims' personal information, and AI-generated deepfake videos and voice-cloned audio, which can be used to impersonate loved ones or friends in desperate situations.

While some conventional scam-avoidance techniques, such as relying on typos or grammatical errors as indicators of fraud, may now be less effective due to AI advancements, consumer group Which? stresses the importance of vigilance. Trading standards offer several recommendations to protect yourself from these evolving scams. Firstly, under no circumstances should you send money, gift cards, or personal or financial information to someone you have not met in person.

Secondly, conduct thorough research, such as checking a shop's address through the Financial Conduct Authority's Firm Checker to ensure the company is authorized to provide financial advice, and verify the legitimacy of job advertisements by contacting the business directly. Finally, do not assume someone is trustworthy simply because you have heard their voice or seen them during a video call.

The key message is to stop and think before taking any action, especially when faced with pressure or urgency, as scammers aim to prompt quick decisions without sufficient time for contemplation. Fraud and scams can be reported to Report Fraud or by calling 0300 1232040, or seek advice from the Citizens Advice Consumer Helpline at 0808 223 1133.