Shoppers are being warned to be cautious as criminals increasingly use artificial intelligence (AI) to enhance scams. Trading standards officers state that AI is "super-charging" existing scams through methods such as cloned websites and voice impersonation.
Fraudsters are creating fake retail websites that appear professional and claim to be family-owned UK firms. These sites may feature AI-generated images, including UK High Street scenes with Union Jack flags. Consumers who order from these sites may find products never arrive or are cheap, mass-produced items from countries like China.
National Trading Standards has developed an AI scam watchlist to highlight the tools and techniques criminals are employing. These include AI-generated deepfake videos and voice-cloned audio used to impersonate family members or friends requesting money in emergencies. AI is also enabling the creation of error-free, personalised phishing emails, texts, and social media posts on a large scale.
Consumer group Which? notes that traditional scam-avoidance methods, such as looking for typos, may now be less effective due to AI's capabilities. Trading standards advise individuals never to send money, gift cards, or personal information to someone they have not met in person. They also recommend researching companies, checking if shop addresses are real, and using the Financial Conduct Authority's Firm Checker for financial advice firms.