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

Shoppers are being told to think twice before buying from a website that looks polished and local. Criminals are using AI to build fake retailers that claim to be family-run UK businesses, complete with images of High Street scenes and Union Jack flags. The trap is simple: pay up, then either get nothing at all or receive a cheap mass-produced item instead.

National Trading Standards has now put together its first AI scam watchlist, and the list is blunt. Cloned websites can be created quickly and cheaply. Romance scammers can use AI to remember personal details and keep the chat going for weeks or months. Deepfake video and voice-cloned audio can be used to pose as a relative or friend in an emergency and ask for money.

AI is also scaling up the duller parts of fraud. Error-free phishing emails, texts and social media posts can now be produced in huge numbers, which means the old telltale signs are getting harder to spot. Which? says you can no longer rely on typos or grammar mistakes to give the game away.

The advice from trading standards is old-fashioned for a reason: don’t send money, gift cards, or personal and financial information to anyone you haven’t met in person. Check whether a shop’s address really exists. Use the Financial Conduct Authority’s Firm Checker if a business says it can give financial advice. And if a job ad feels off, contact the company directly instead of trusting the message in front of you.

The bigger warning is not to trust a voice or a video just because it sounds familiar. AI has made it easier to fake that familiarity. Pressure and urgency are the point; they want action before you have time to stop and think. Fraud can be reported to Report Fraud or by calling 0300 1232040, while Citizens Advice’s Consumer Helpline is on 0808 223 1133.