Britons are facing a relentless bombardment of hyper-realistic scams powered by artificial intelligence, with fraudsters using advanced technology to trick even the most vigilant individuals. A new wave of crime is exploiting 'generative' AI, which creates convincing new content, to produce deepfake videos of public figures, clone the voices of loved ones, and craft eerily accurate phishing emails.
The New Face of Fraud: AI-Powered Deception
Unlike older, more easily spotted cons, these AI-driven scams are alarmingly authentic in both appearance and sound. Chris Ainsley, head of fraud risk management at Santander, warns that this technology has opened the floodgates. "Generative AI has opened the floodgates to a new wave of highly convincing scams that can be almost impossible to spot at first glance," he said. "As fraudsters become more sophisticated, it’s vital that people stay alert and think twice before engaging with adverts or offers that appear to be too good to be true."
Spotting AI Voice-Cloning and Deepfake Videos
One of the most prevalent threats is AI voice-cloning. Scammers can replicate a person's voice using just a short audio clip, then call victims pretending to be a distressed relative or a bank official to steal money or sensitive details. To protect yourself, experts advise asking a personal question only the real person would know if a caller claims to be family. Never move money based solely on an unsolicited call, text, or email.
Stuart Morris, chief technology and product officer at SmartSearch, notes a telling irony: "Deepfake voices now deliver calls from ‘customer service’ with such composure and diction that they sound like graduates of a mid-range drama school. The giveaway, ironically, is their professionalism: genuine customer-service departments rarely sound so calm, coherent or prepared."
Similarly, deepfake videos are being used to promote fraudulent schemes. A Which? investigation in 2025 uncovered scam videos using AI-generated fakes of Prime Minister Sir Keir Starmer and financial journalist Martin Lewis. To spot a deepfake, watch for glitches like unsynchronised lip movements, stiff facial expressions, robotic voices, and visual inconsistencies in lighting or edges.
The Rise of AI Identity Theft and Fake Retailers
According to the fraud prevention service Cifas, AI is fuelling a significant surge in identity theft across the UK. Criminals are using the technology to forge documents, create synthetic identities, and bypass security checks. Cifas recommends regularly checking your credit file with agencies like Experian, Equifax, or TransUnion and being extremely cautious about sharing personal details online.
Another growing menace is the AI-generated fake online shop. Scammers can quickly create polished websites with realistic logos and product images, luring shoppers with bargain prices before disappearing with their payments. Kirsty Adams, fraud and scams expert at Barclays, advises: "Scammers are adapting fast, using increasingly sophisticated tactics. Acting quickly without checking can lead to serious financial loss. My advice is simple: pause, verify, and never share sensitive information unless you’re certain the retailer is genuine."
Romance scams have also evolved, with fraudsters using AI-generated images and voice notes to build fake but believable dating profiles to establish emotional connections and eventually ask for money. The fundamental rule remains: never send money to someone you have not met in person.
With these threats evolving rapidly, the consensus from experts is clear: vigilance, scepticism, and taking a moment to independently verify any unusual request are your best defences against this new era of AI-powered fraud.
