Is this a scam? How AI is changing scams, and how to stay safe

Scam messages now look perfect and voices can be faked. Here are the new tricks, the red flags that still give them away, and what to do.

Scammers have discovered AI, and it’s making their messages harder to spot. The good news: the tell-tale signs haven’t changed. You just need to look in a different place.

What’s new

1. Perfect-looking messages The old advice was “look for spelling mistakes”. Scammers now use AI to write flawless emails and texts, with the right logos and a convincing tone. They often pretend to be HMRC, your bank, the NHS or a delivery company.

2. Fake voices With a few seconds of someone’s voice, from a social media video for example, scammers can fake a phone call. The classic version: “Mum, it’s me. I’ve lost my phone and I’m in trouble. Can you send money?”

3. Fake videos of famous people Deepfake videos of celebrities or TV presenters “recommending” an investment. If a celebrity appears to endorse an investment, assume it’s fake.

4. AI tools recommending fake shops National Trading Standards has warned that criminals are trying to trick AI tools into recommending copycat shopping websites that take your money and send nothing.

5. Fake AI apps Lookalike “ChatGPT” or “Claude” apps and websites that charge subscriptions or harvest your details.

The red flags that still give them away

Don’t judge how polished it looks. Judge what it’s asking for.

🚩 Urgency: “Act now”, “today only”, “your account will be closed”
🚩 Money or details: paying, transferring, or sharing a code or password
🚩 Secrecy: “Don’t tell anyone”, “don’t tell the bank”
🚩 Unusual payment: gift cards, cryptocurrency, bank transfer to a “safe account”
🚩 Too good to be true: guaranteed returns, surprise prizes, amazing bargains

Two or more of these together? Stop.

What to do

If you get a call or message asking for money:

Stop. Don’t act while you’re under pressure.
Hang up, and call back on a number you already know, not one they gave you.
Never share one-time codes, PINs or passwords. Your bank will never ask for them.

Agree a family code word. A simple word only your family knows. If someone calls claiming to be a relative in trouble, ask for it.

Before buying from a website you don’t know, even one an AI suggested:

Check the web address carefully for misspellings or odd endings
Search for the shop’s name plus “reviews” or “scam”
Use Get Safe Online’s website checker
Pay by credit card or PayPal for extra protection

Only download AI apps from the official developer: OpenAI for ChatGPT, Anthropic for Claude.

Use AI to help you check

AI can be a useful second opinion. Remove any personal details, then paste the suspicious message in and ask:

I received this message. Does it show signs of being a scam?
What should I do? [paste message]

If in doubt, though: don’t click, don’t pay, and contact the organisation directly.

How to report scams (UK)

Scam texts: forward to 7726 (free)
Scam emails: forward to [email protected]
If you’ve lost money: call your bank immediately, then report at reportfraud.police.uk
Advice: Citizens Advice consumer helpline, 0808 223 1133

The people most targeted are often the least likely to read about it. If you have parents or grandparents, a two-minute chat about the family code word could save them a lot of heartache.