Imagine receiving a phone call from a family member asking for money in an emergency. Their voice sounds familiar, they seem distressed, and the situation feels urgent.
But what if the person on the phone isn’t actually your family member?
Thanks to artificial intelligence (AI), criminals can now create convincing fake voices, videos, images and messages to trick people into handing over money or personal information.
These scams are becoming more sophisticated, and traditional warning signs, such as poor spelling or suspicious-looking images, are no longer always reliable.
So, how do AI scams work, and what can you do to protect yourself?
What Are AI Scams?
An AI scam is a type of fraud where criminals use artificial intelligence to make their attempts to deceive people more convincing.
AI itself is not the problem. It is a useful technology that helps people write, create images, analyse information and complete everyday tasks.
However, criminals can misuse the same technology.
For example, AI can be used to:
Create realistic-looking emails and messages.
Copy or imitate someone’s voice.
Generate fake images and videos.
Create convincing social media profiles.
Produce fake advertisements and websites.
The UK government’s 2026 Fraud Strategy warns that criminals are increasingly adopting generative AI, including voice cloning and deepfake technology, to make fraud more sophisticated and harder to detect.
The important thing to remember is that AI doesn’t necessarily create completely new types of scams. It often makes existing scams more believable.
5 Common Types of AI Scams to Watch Out For
1. AI Voice Cloning Scams
Voice cloning is one of the more concerning ways AI can be misused.
With suitable recordings, AI technology can generate speech that sounds like a real person, including elements of their accent and speaking style.
Imagine receiving a call that appears to come from your son, daughter or close friend.
The caller sounds distressed and says they urgently need money.
Because the voice seems familiar, you might believe the story without questioning it.
A similar technique could target businesses, with a criminal pretending to be a company director requesting an urgent payment.
How to protect yourself: Hang up and contact the person using a phone number you already know. Don’t rely on the voice or displayed caller ID alone to confirm their identity.
2. Deepfake Videos and Fake Celebrity Endorsements
Have you ever seen an online advertisement featuring a well-known person promoting an investment opportunity?
Be careful. That video might not be genuine.
A deepfake is a video, image or audio recording that has been artificially created or manipulated to make someone appear to say or do something they never actually did.
Criminals can use deepfake videos to impersonate celebrities, business leaders or financial experts.
These videos may promote fake investment schemes, cryptocurrency opportunities or websites designed to steal money.
Some deepfakes are extremely convincing, so it is becoming less reliable to judge authenticity simply by looking for strange facial movements or unnatural speech.
How to protect yourself: Never assume an investment is genuine because a familiar face appears in an advertisement. Check the organisation independently, and be especially suspicious of promises of guaranteed returns.
3. More Convincing Phishing Emails
Phishing emails are nothing new, but AI can make them harder to recognise.
In the past, scam emails often contained obvious spelling mistakes, unusual wording or poor formatting.
Today, AI can help criminals produce polished messages that sound professional and natural.
A fake email might appear to come from:
Your bank asking you to verify a transaction.
Microsoft asking you to reset your password.
A delivery company requesting a small payment.
Your employer requesting an urgent transfer.
A supplier announcing new bank details.
The email might even refer to real details about your company or personal circumstances.
How to protect yourself: Don’t assume an email is genuine simply because it is well written. Check the sender and verify unexpected requests through a separate, trusted contact method.
For more advice, read our guide: How to Spot a Phishing Email: 7 Warning Signs Everyone Should Know.
4. Fake Social Media Profiles and Online Relationships
AI can also help criminals create convincing online identities.
For example, a fake social media account might use AI-generated photographs, detailed personal information and natural-sounding messages.
The person behind the account may spend weeks building trust before asking for money or sensitive information.
These scams can happen on social media, dating platforms, messaging apps and professional networking websites.
AI-generated images and realistic conversations can make it harder to recognise that the person isn’t who they claim to be.
How to protect yourself: Be cautious when someone you have only met online asks for money, financial assistance or private information. Never send money solely because an online relationship feels genuine.
5. Fake Business Messages and Payment Requests
Businesses are also targets of AI-assisted fraud.
Imagine receiving an email that appears to come from your company’s CEO.
It uses their usual writing style and asks you to make an urgent payment to a supplier.
Alternatively, a supplier might send an invoice that looks completely genuine but includes different bank details.
AI can help criminals imitate communication styles, write convincing explanations and create believable supporting documents.
A rushed employee could process the payment before noticing anything unusual.
How to protect yourself: Always verify unexpected payment requests and changes to bank details using a trusted contact method. Businesses should also have clear approval procedures, particularly for large or unusual payments.
6 Warning Signs of an AI-Assisted Scam
Although AI can make scams look and sound more convincing, criminals still rely on many familiar techniques.
Be cautious if you notice any of these warning signs.
1. You’re being pressured to act immediately.
Scammers often create a false emergency, hoping you’ll respond before checking the facts.
2. Someone unexpectedly asks for money.
Be especially careful if the payment must be made urgently, secretly or through an unfamiliar method.
3. You’re asked to share passwords or security codes.
Never disclose a one-time login code or password to someone who contacts you unexpectedly.
4. An offer sounds too good to be true.
Guaranteed investment returns, extraordinary discounts or unexpected prizes should raise suspicion.
5. Someone asks you to keep the conversation secret.
A criminal might tell you not to speak to your bank, colleagues or family members.
6. A familiar person makes an unusual request.
Even if the voice, photograph or message seems genuine, unusual behaviour is a reason to verify their identity.
Remember, the biggest warning sign is often what someone is asking you to do, rather than how convincing they look or sound.
How Can You Protect Yourself From AI Scams?
You don’t need to be a technology expert to reduce your risk.
A few simple habits can make a significant difference.
Always Verify Unexpected Requests
If someone contacts you unexpectedly asking for money or personal information, verify their identity independently.
Call them using a number you already know or contact the organisation through its official website.
Don’t use contact details supplied in the suspicious message itself.
Be Careful About What You Share Online
Criminals can use publicly available information to make scams more personal and convincing.
Review your social media privacy settings and consider whether details such as your workplace, travel plans or family information need to be publicly visible.
Protect Your Online Accounts
Use strong, unique passwords and enable multi-factor authentication (MFA) wherever possible.
MFA adds another security check when signing in, making it harder for someone to access your account using a stolen password.
Don’t Trust a Video or Voice Recording Automatically
Seeing someone in a video or hearing a familiar voice is no longer enough to prove their identity.
If an unexpected call involves money, passwords or sensitive information, confirm the request through another trusted channel.
Take Your Time
Most scams work by encouraging people to act before they think.
If you feel pressured, end the conversation or close the message.
A genuine organisation should allow you to verify a request safely.
What Should You Do If You Think You’ve Been Scammed?
If you suspect you have responded to a scam, acting quickly may help limit the damage.
If you’ve sent money or shared banking details:
Contact your bank immediately using its official app, website or a trusted phone number.
If you’ve shared a password:
Change it through the genuine website or app. Change it on any other accounts where you’ve reused that password, and enable MFA.
If you’ve shared sensitive business information:
Notify your IT department or IT support provider immediately so they can assess the risk and help secure affected accounts.
If you’ve received a suspicious email:
Forward it to the UK’s National Cyber Security Centre at report@phishing.gov.uk.
Suspicious text messages can usually be forwarded to 7726.
If you have lost money or experienced fraud in England, Wales or Northern Ireland, report it through Report Fraud, the national fraud and cybercrime reporting service.
In Scotland, contact Police Scotland on 101.
Final Thoughts: Stay Alert, Not Afraid
Artificial intelligence is changing the way we work, communicate and use technology.
Unfortunately, it is also giving criminals new ways to make their scams more convincing.
But that doesn’t mean you need to distrust everything you see online.
The most effective protection is often surprisingly simple: stop, think and verify before taking action.
Whether it’s an unexpected phone call, an urgent email or an impressive-looking video, take a moment to check that the person or organisation is genuine.
As AI technology continues to develop, these habits will become even more important.
Need Help Protecting Your Business From Cyber Threats?
Modern cyber threats aren’t always easy to recognise, and technology alone cannot prevent every scam.
At 3TL, we help businesses improve their cyber security, protect their systems and support employees in recognising potential threats.
Whether you need advice on email security, account protection or your wider IT security arrangements, our team is here to help.
Find out more about our Cyber Security services or contact the 3TL team for straightforward advice.
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