Guide
How to spot AI scams and deepfakes
Generative AI has made scams cheaper to produce and more convincing. The good news: the defences are mostly simple habits. This guide covers the most common tricks and what to do.
1. Cloned voices and "family emergency" calls
With a few seconds of audio from social media, criminals can imitate a relative's voice and phone claiming to be in trouble and needing money now. Defence: hang up and call the person back on a number you already know. Agree a family "safe word" that only you know. Be suspicious of any urgent request for gift cards, crypto or wire transfers.
2. Deepfake video and fake endorsements
Fake videos show celebrities or politicians promoting investments or saying things they never said. Look for: unnatural blinking or lip-sync, odd lighting or edges around the face and hair, hands and teeth that look wrong, and audio that does not match mouth movements. More reliable than spotting flaws: check the source. Does a trusted outlet report it? Is the account verified and long-standing? Search for the claim plus the word "fake".
3. Perfectly written phishing
Spelling mistakes used to give scams away. AI removes that clue. Instead, check the sender address, hover over links before clicking, and be wary of any message that creates urgency or asks you to log in. Go to the website directly by typing the address, not through the message.
4. Fake reviews, websites and "AI" investment schemes
Be sceptical of guaranteed returns, "AI trading bots", and shops with unrealistically low prices. Check how old a website is, look for real contact details, and prefer payment methods with buyer protection.
5. Romance and chat scams
AI can run a convincing chat persona around the clock. Never send money to someone you have only met online, no matter how real the relationship feels. Video calls can be faked too.
What to do if you are targeted
- Stop talking, do not click or pay.
- Contact your bank immediately if money moved.
- Report it to your national fraud centre (for example the Canadian Anti-Fraud Centre, the FTC in the US, or Action Fraud in the UK).
- Tell friends and family - scammers repeat what works.
Stay calm: scammers rely on panic. Pausing for five minutes defeats most of them.