Artificial intelligence is changing the way businesses and consumers interact every day. While AI technology can be helpful and innovative, scammers are increasingly using it to deceive consumers and businesses in convincing and dangerous ways. From cloned voices and fake videos to realistic text messages and impersonation scams, AI-powered fraud is becoming harder to detect.
Whether you’re receiving these at work or home, your Better Business Bureau encourages you to stay alert as scammers use deepfake technology and AI-generated content to steal money, personal information and trust.
Fake videos, images or audio recordings created using artificial intelligence are referred to deepfake scams. Thanks to advancements in AI, scammers can now imitate someone’s voice, face or writing style with surprising accuracy. In some cases, criminals only need a few seconds of audio or video from social media to create a convincing fake.
These scams often involve:
— Fake emergency phone calls from a “family member”
— AI-generated celebrity endorsements
— Fake customer service representatives
— Fraudulent investment opportunities
— Impersonation of company executives or government officials
— Fake job interviews or employment offers
— Manipulated videos that appear authentic
Because the technology is improving rapidly, many scams can appear very realistic at first glance. Awareness is key.
Here are some common tactics to watch out for:
VOICE CLONING SCAMS
One growing scam involves criminals cloning the voice of a loved one. Victims may receive a frantic call from someone who sounds exactly like a child or grandchild claiming they were arrested, kidnapped, or injured and urgently need money. The caller is relying on panic and emotions to pressure victims into sending money quickly before verifying the story.
AI CELEBRITY ENDORSEMENTS
There are a growing number of fake videos and advertisements featuring celebrities, financial experts or public figures to make you believe that they are endorsing investments, cryptocurrency platforms or miracle products. Many of these videos are digitally manipulated from other video content that’s available online. It’s important to remember that nowadays just because a video looks real doesn’t mean it’s legitimate.
FAKE CUSTOMER SUPPORT
In this version, there may be the use of chatbots, cloned voices or realistic emails that appear to be from banks, airlines, streaming services or technology companies. These are fake representatives who are attempting to gain access to passwords, payment information or to convince you to allow remote access to your devices.
JOB AND HIRING SCAMS
Some scammers are using AI-generated recruiters, fake interview systems or cloned company websites to trick job seekers into sharing Social Security numbers, banking details or upfront “training fees.”
Here are some warning signs that could indicate you’re dealing with an AI-generated scam:
— The caller demands immediate action or secrecy
— Payment is requested through gift cards, cryptocurrency, wire transfers or payment apps
— The story involves an emergency or high emotional pressure
— A video or audio clip seems slightly unnatural or inconsistent
— Messages contain unusual grammar, robotic phrasing or awkward pauses
— A caller refuses to verify their identity through another method
— An investment opportunity promises guaranteed returns or “easy money”
Even realistic audio or video should not be considered proof.
Your BBB offers these tips to help you and your company avoid falling victim to these scams:
— Verify independently: If you receive an alarming call or message from someone claiming to be a loved one, employer or company representative, stop and verify the information independently. Call the person back using a trusted number you already have.
— Create a family safe word: Families may want to establish a private “safe word” or phrase that only close relatives know. This can help verify whether an emergency request is legitimate.
— Limit personal content online: Scammers often gather audio clips, photos and videos from social media. Review privacy settings and avoid publicly sharing excessive personal information.
— Slow down: AI scams often rely on urgency and panic. Take time to think before sending money, sharing information or clicking links.
— Research businesses and offers: Before investing money, applying for jobs or responding to customer service outreach, research the business at BBB.org to verify legitimacy, read reviews and check scam alerts.
— Report suspicious activity: Consumers who encounter suspected AI scams should report them to BBB Scam Tracker at bbb.org/scamtracker to help warn others in the community.
Overall, if something feels off — even if it looks or sounds real — take the time to confirm before acting.
Michele Mason is president of the Better Business Bureau in Chattanooga.