AI scams: how to spot them and stay safe

AI is changing how many of us live, and fraudsters are finding new ways to use it too. The good news is that you don't need to be a tech expert to stay safe. Here are the main AI scams, and simple ways to spot and handle them.

What is AI?

AI (artificial intelligence) is technology that can do things we used to think only people could do, like writing, holding a conversation and creating realistic pictures, voices and videos. We explain the basics in our article on understanding AI. Here, we look at how fraudsters are using it, and how you can stay one step ahead.

Voice cloning scams

Imagine a panicked call from a family member or close friend, sounding upset and asking for money. It’s a frightening moment, and fraudsters know it. AI can now copy someone’s voice from as little as 3 seconds of audio, perhaps taken from a video online. They use that voice to pose as someone close to you and pressure you to send money fast. 

If a call like this comes, take a breath. The voice may sound right, but you can always check: 

• agree a ‘safe phrase’ with close family, a word only you know, so you can be sure it’s really them 
• never share that phrase by text or online, where a fraudster could find it 
• hang up and call the person back on a number you already have 
• don’t let anyone rush you, however upset they sound. 

Fake calls from your bank, the police or HMRC

Fraudsters also use convincing voices to pretend to be organisations you trust: your bank’s fraud team, the police or HMRC. The number on your screen may even match the real organisation, because caller ID can be faked. The caller says your money is at risk and you must move it to a ‘safe account’, or read out a security code, right away.

Here’s the thing to hold onto: safe accounts don’t exist. No real bank or police officer will ever ask you to move your money. And a caller knowing your details, or sounding official, proves nothing.

If you get a call like this:

• hang up, and don’t feel you’re being rude, a genuine caller won’t mind
• wait a few minutes, then call back on a number you found yourself
• dial 159 to be connected safely to your bank, or 101 for the police.

Deepfake investment scams

Have you seen a video of a famous, trusted face recommending a way to make easy money? It may not be real. Fraudsters use AI to create fake videos, called ‘deepfakes’, of well-known people like money expert Martin Lewis. The clips often copy real news programmes to look genuine, then send you to a slick website. You might even see small ‘profits’ at first, which tempts you to put in more. Then you find you can’t get any of it back. 

The rule of thumb? Real public figures don’t recommend get-rich-quick schemes. If a famous face is selling you an investment online, it’s fake. Some deepfakes still slip up, with lips that don’t quite match the words or a slightly robotic voice, but the best ones look perfect, so don’t rely on spotting them. Before investing a penny, check the firm on the Financial Conduct Authority (FCA) Register. If it isn't listed, walk away. 

Fake celebrity health products

The same fake videos are used to sell products: miracle cures, diet gummies, gadgets that promise to fix pain. Trusted TV doctors have had their faces and voices copied to promote products they’ve never heard of. The product usually never arrives, doesn’t work, or quietly signs you up to a repeating card payment.

Remember: real medicines are never sold through celebrity adverts on social media. And never stop or swap a medicine your doctor prescribed for something advertised online. This scam can harm your health as well as your wallet.

If you’ve already bought something, contact your card provider, ask about getting the payment back, and cancel any repeating payment.

Romance scams using AI

Meeting someone special online can be wonderful. But sadly, some people aren’t who they claim to be. In a romance scam, a fraudster slowly wins your trust, then asks for money. AI can make the fake person harder to spot. Profile photos can be AI-made, so searching for them online turns up nothing, and some fraudsters even swap their face on live video calls. 

It used to be good advice to test a video call by asking the person to turn their head or wave a hand. Sadly, the technology has improved so much that fakes can now pass these tests, so seeing someone on video no longer proves they’re real.

Trust the pattern instead. Be wary if someone seems too perfect, falls for you very quickly, or always has a reason they can’t meet. And whatever the story, never send money to someone you haven’t met in person. The request for money is the scam. Our guide on how to spot a catfish has more. 

When fraudsters pretend to be you

Fraudsters don’t only copy famous people and loved ones. With a few photos and a snippet of your voice taken from social media, they can pretend to be you: getting past voice-recognition phone banking, or fooling the photo checks used to open accounts, so loans and bank accounts are set up in your name. Watch out for friendly ‘survey’ calls too. Some are designed to collect your personal details and record your voice.

Warning signs include letters about accounts you never opened, unfamiliar entries on your credit report, or debt collectors contacting you out of the blue. If this happens:

• check your credit report, which you can do for free with the credit reference agencies
• ask about Cifas Protective Registration, which puts a warning flag on your name
• ask your bank to switch off voice ID if you’re worried about it.

AI-written emails, texts and fake websites

Fraudsters also use AI to write scam emails and texts that pretend to come from your bank, a delivery firm, HMRC, or someone else you trust. The old giveaways, like spelling mistakes and clumsy wording, have mostly gone. So, a message can look very convincing. AI is also used to create fake ‘proof’ in everyday scams: photos of a puppy that was never for sale, or a video tour of a rental flat that doesn’t exist.

Here’s the thing to hold onto: it’s the request that matters, not how polished it looks. No real bank or government office will ask for your PIN, password or full bank details out of the blue. If a message turns up unexpectedly, don’t tap the link. Open the organisation’s app or website yourself or call a number you trust. You can also forward scam texts to 7726 for free, and scam emails to report@phishing.gov.uk.

How can I protect myself from AI scams?

Whatever shape a scam takes, a few simple habits go a long way: 

• stop and take your time, as fraudsters want you rushed and worried 
• check a voice, face or message another way before you trust it 
• never share passwords, PIN numbers or bank details, however convincing the request 
• question anything unexpected, even if it seems to come from someone you know. 

If something feels off, it’s perfectly fine to say no, hang up or walk away. Anyone genuine will understand if you want to check. 

What should I do if I think I've been scammed?

First, please don’t be hard on yourself. These scams are designed to fool people, and anyone can be caught out. What matters is acting quickly: 

• contact your bank straight away, calling 159 to reach most UK banks safely. If you were tricked into transferring money, your bank must consider refunding you under rules introduced in October 2024
• report it to Report Fraud (which replaced Action Fraud) on 0300 123 2040 or at reportfraud.police.uk, or Police Scotland on 101
• tell family or friends, so they can look out too

• and be ready for a follow-up trick: fraudsters sometimes call victims again, pretending to be the police or a company that can recover the lost money. That call is part of the same scam. Real organisations never cold-call offering to get your money back for a fee.

For more help, see our advice on what to do if you’re the victim of a scam.