aiessential.ai
Free checklistBook a call
Menu
← Safety Hub

Scams and fraud

How to spot AI scams: a calm, plain-English UK guide

No jargon. No panic. Just the next sensible step.

11 min read · aiessential.ai

pause · check · then act

Scams aren't new, but AI has made them more convincing. A text from "your bank" with perfect spelling. A phone call in your grandson's voice. A video of a famous face recommending an investment. All of these can now be faked.

The good news is that you don't need to be a tech expert to protect yourself. AI changes how a scam looks. It doesn't change what the scammer wants. This guide explains the main types of AI scam, the warning signs that still give them away, and what to do in the UK if something feels wrong.

Why AI scams are harder to spot

For years the advice was "look for spelling mistakes and clumsy wording". That advice is now out of date. As Age UK puts it, the old giveaways have mostly gone, so a message can look very convincing (Age UK).

People are noticing. In research commissioned by Currys and published in July 2026, 94% of over-65s said they were concerned about scammers using AI (Currys, July 2026). Ofcom's research published in April 2026 also found that the share of online adults who said they would respond safely to a scam email had fallen to 82%, down from 88% in 2022 (Ofcom, April 2026).

So rather than trying to spot a fake by how it looks or sounds, the safer approach is to spot the pattern of what it asks you to do.

Five AI scams to know about

1. Voice-clone calls ("Mum, I'm in trouble")

Criminals can copy a person's voice from a short clip, perhaps taken from a video posted online. Age UK warns that AI can copy someone's voice from as little as three seconds of audio. You get a panicked call from someone who sounds like your son, daughter or grandchild. They've lost their phone, been in an accident or been arrested, they need money now, and please don't tell anyone.

What gives it away: the urgency, the secrecy and the unusual way of paying (a bank transfer to a "friend", gift cards, or cash collected by a courier).

What to do: hang up and call the person back on the number you already have for them. Even better, agree a family safe word or phrase in advance, something only you'd know, and never share it by text or online. Read more in our guide to voice-clone scams.

2. Fake calls from your bank, the police or HMRC

The caller sounds calm and official and says your money is at risk. Caller ID can be faked, so the number on your screen may even match the real organisation. You're told to move your money to a "safe account" or read out a security code.

What gives it away: the request itself. Age UK is clear that safe accounts don't exist, and no real bank or police officer will ever ask you to move your money.

What to do: hang up. Wait a few minutes, then call 159, which connects you safely to most UK banks (Stop Scams UK), or the number on the back of your card. For the police, call 101.

3. Deepfake celebrity adverts

You see a video on social media of a well-known presenter or money expert recommending an investment, a crypto platform or a "miracle" health product. It may look like a real news clip, but it can be fake: their face and voice can be copied with AI.

What gives it away: treat any celebrity-backed investment or health advert on social media as a red flag. Sometimes the lips don't quite match the words, but the best fakes look real, so don't rely on spotting a flaw.

What to do: before investing anything, check the firm on the Financial Conduct Authority (FCA) Register. If it isn't listed, walk away. See our guide to fake celebrity investment adverts.

4. AI-written texts, emails and fake websites

Messages pretending to be from a delivery firm, your bank, HMRC, the DVLA or a streaming service can now be written fluently by AI. They link to fake websites that look just like the real thing. Fake online shops can use AI-made product photos and reviews too.

What gives it away: the National Cyber Security Centre (NCSC) lists the tell-tale signs. These are a claim of authority (your bank, a government department), urgency ("within 24 hours"), emotion (panic, fear, hope or curiosity), scarcity (something in short supply) and current events (a message tied to the news or the time of year, such as tax deadlines) (NCSC).

What to do: don't tap the link. Open the organisation's app, or type its web address yourself. Forward scam texts free to 7726 and scam emails to report@phishing.gov.uk (GOV.UK). Our five checks for AI scam texts and fake shops guide go into more detail.

5. Romance and friendship scams with AI faces

Someone you meet online seems warm, attentive and perfect, and things move quickly. Their photos may be AI-made, so searching for them online finds nothing. Age UK notes that some fraudsters can now swap their face on a live video call, so seeing someone on video no longer proves they're real.

What gives it away: they always have a reason they can't meet in person, and sooner or later there's a request for money.

What to do: never send money to someone you haven't met face to face, whatever the story. The request for money is the scam.

A one-minute check for any unexpected message or call

When a message, call or video makes you feel rushed, ask yourself four questions:

1

Did I expect this?

Unexpected contact is the starting point for many scams.

2

Is it asking me to act fast?

Real organisations will wait while you check.

3

Is it asking for money, a code, a password or personal details?

That's the scammer's real goal.

4

Can I check it another way?

Hang up and call a number you already have. Open the official app. Ask a family member.

If the answer to the first three is "no, yes, yes", stop. It's always fine to hang up, say no or walk away. A genuine caller won't mind.

Helpful habits for the whole family

  • Agree a family safe word for emergencies.
  • Think about what you post publicly. Short videos with your voice in them can be used for cloning. Consider making social media accounts private.
  • Turn on two-step verification for email and banking, so a stolen password alone isn't enough.
  • Talk about scams openly. Embarrassment keeps people quiet, and scammers rely on that.
  • Keep a printed list of the numbers below by the phone. Our free printable AI scam checklist has them on one page.

What to do if you think you've been scammed

First, please don't blame yourself. These scams are designed to fool people, and anyone can be caught out. What matters is acting quickly:

  1. Call your bank straight away on 159 (or the number on the back of your card). If you were tricked into sending money by bank transfer, ask about a refund. Since 7 October 2024, banks and payment firms have had to reimburse eligible victims of authorised push payment scams on UK bank transfers, with some exceptions (Payment Systems Regulator).
  2. Report it to Report Fraud, the national service that replaced Action Fraud on 4 December 2025 for England, Wales and Northern Ireland. Call 0300 123 2040 or go to reportfraud.police.uk (Report Fraud). In Scotland, contact Police Scotland on 101.
  3. Change any passwords you may have shared, and tell your email provider if you think your account has been accessed.
  4. Tell friends and family, so they can look out for the same trick.
  5. Beware the follow-up scam. Criminals sometimes contact victims again pretending to be police or a "recovery" company that can get your money back for a fee. That's part of the same scam.

Learning more, calmly

Understanding how AI tools work makes AI scams less frightening, because you start to recognise what's possible and what isn't. Our self-paced text course, AI Basics: a calm start, has a whole module on staying safe, alongside learning to use AI tools yourself. You can read the free lesson on fake messages and AI voices without signing up. You pay once (see the current price on the course page), and it comes with a 30-day refund.

Frequently asked questions

Can AI really copy someone's voice?

Yes. AI tools can now produce a convincing copy of a voice from a short recording. Age UK warns it can be done from as little as three seconds of audio, perhaps taken from a video posted online. That's why a family safe word and calling back on a known number are so useful.

How can I tell if a video is a deepfake?

Sometimes you'll notice lips that don't match the words, odd blinking or a slightly robotic voice, but the best deepfakes look real. It's safer to judge what the video asks you to do. A famous person recommending an investment or a miracle product in a social media advert is a strong sign it's fake.

Are scam texts still full of spelling mistakes?

Not any more. AI writes fluent, polite messages, so spelling is no longer a reliable clue. Focus on whether the message was unexpected, whether it's urgent and whether it asks you to click a link, pay or share details.

Who do I report an AI scam to in the UK?

In England, Wales and Northern Ireland, report fraud to Report Fraud on 0300 123 2040 or at reportfraud.police.uk (it replaced Action Fraud in December 2025). In Scotland, call Police Scotland on 101. Forward scam texts to 7726 and scam emails to report@phishing.gov.uk. If you've lost money, call your bank on 159 first.

What is a family safe word?

It's a word or phrase agreed in person with close family that a real caller would know and a scammer wouldn't. If someone calls in distress asking for money, ask for the safe word. Never share it by text, email or social media.

Will my bank refund me if I'm scammed?

If you were tricked into sending money by bank transfer, contact your bank straight away. Since 7 October 2024, UK banks and payment firms have had to reimburse eligible victims of authorised push payment scams, with some exceptions, so ask about this directly.

Sources