London: The National Trading Standards (NTS) has warned that AI scams are becoming harder to identify as criminals use fake retail websites, cloned voices and deepfake videos to deceive consumers and steal money.
Fraudsters are creating professional-looking websites that claim to represent family-owned businesses selling quality products made in the UK. Some sites use images of British high streets with Union Jack flags to make the businesses appear genuine.
However, consumers who place orders may receive cheap, mass-produced goods from countries such as China instead of the products advertised. In other cases, the goods may never arrive, trading standards officers have warned.
NTS has published its first AI scam watchlist to highlight the tools and techniques criminals are using. The list covers several types of fraud in which artificial intelligence helps scammers create convincing content and communicate with potential victims.
One method involves building cloned or new websites that look polished and professional but can be produced quickly and at low cost. Their appearance can make it difficult for shoppers to distinguish fraudulent retailers from legitimate businesses.
AI is also being used in romance scams. Criminals can use the technology to retain personal details about victims and maintain convincing conversations over weeks or months. This can help fraudsters build trust before asking for money.
Another growing risk involves deepfake videos and voice cloning. Criminals can imitate the voice or appearance of a family member or close friend and make an urgent request for money, claiming there is an emergency.
AI can also generate personalised phishing emails and text messages at scale. These messages may be well-written and contain few obvious errors, making traditional warning signs less reliable.
NTS advises consumers to avoid sending money, gift cards or personal and financial information to people they have not met in person. Shoppers should research businesses before making purchases and check whether a retailer’s address is genuine.
People considering financial services should use the Financial Conduct Authority’s Firm Checker to establish whether a company is authorised to provide financial advice. Anyone responding to a job advert should contact the business directly to verify that the opportunity is genuine.
Trading standards officers recommend pausing before making payments, sharing personal information or responding to urgent requests. Pressure to act quickly can be a warning sign because scammers want victims to make decisions before checking the facts.
YOU MAY LIKE | France protests fuel violence across cities with mass arrests
