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

Consumers are being cautioned about the rising threat of AI-powered scams, as criminals leverage advanced technologies to deceive victims. Fraudsters are creating counterfeit websites that appear to be run by family-owned businesses selling high-quality UK-made products, complete with images of UK high streets and Union Jack flags. However, when customers place orders, they often receive either nothing or a cheap, mass-produced item from countries like China, according to trading standards officers.

The emergence of AI-generated images, voice cloning, and deepfake videos has made it easier for scammers to trick people out of their money. Trading Standards has compiled an AI scam watchlist, highlighting the tools and techniques used by criminals to carry out these scams. These include polished and professional websites generated in a matter of minutes at a low cost, romance scams where AI is used to create detailed profiles of victims, and AI-generated deepfake videos and voice-cloned audio to impersonate family members or friends asking for money in an emergency.

Some traditional scam-avoidance techniques may no longer be as effective due to the benefits of AI. For example, typos and grammatical errors, which were once red flags for scams, are no longer reliable indicators. Trading standards advises people not to send money, gift cards, or personal or financial information to someone they have not met in person.

It also recommends doing thorough research, such as verifying a shop's address, checking if a company is authorized to provide financial advice through the Financial Conduct Authority's Firm Checker, and contacting the business directly to confirm the legitimacy of a job advertisement.

Additionally, consumers are advised not to assume someone is genuine just because they have heard their voice or seen them on a video call. When in doubt, it is essential to stop and think before paying, sharing personal information, or taking any action. Scammers often create a sense of urgency to pressure victims into acting without thinking. Scams and fraud can be reported to Report Fraud or by calling 0300 123 2040, or consumers can seek advice from the Citizens Advice Consumer Helpline at 0808 223 1133.