New research from consumer group Which? reveals an alarming surge in AI-powered scams targeting consumers, prompting urgent calls for action from both the government and major tech companies. Investigations uncovered deepfake videos featuring respected figures like financial journalist Martin Lewis and UK Prime Minister Keir Starmer, misleading viewers into investing in fraudulent schemes that appear to be government-backed and “risk-free.”
As of 2025, AI impersonation scams have skyrocketed, making it increasingly challenging for users to discern between genuine content and malicious fakes. Which? emphasizes the need for tech giants such as YouTube, X (formerly Twitter), and Meta to take decisive action against these threats.
Rocio Concha, Director of Policy and Advocacy at Which?, warns, “AI is making it much harder to detect what’s real and what’s not. Fraudsters know this—and are exploiting it ruthlessly.” The group urges the government to include stringent measures in its upcoming fraud strategy to hold Big Tech accountable for the rampant scams proliferating on their platforms.
The Financial Conduct Authority has issued guidance advising consumers against relying on unchecked financial influencers for investment decisions, yet approximately 20% of investors still place trust in these sources. The presence of deepfake videos of credible figures complicates the issue, as criminals utilize AI to create sophisticated spoof websites mimicking reputable news outlets like Which? and the BBC.
To combat this rising threat, YouTube has begun implementing tools that allow creators to flag AI-generated video clones. While this initiative does not specifically target deepfake financial fraud, it represents a step toward improving the identification of deceptive content.
As scams become more sophisticated, Which? calls for the UK government to devise a focused Fraud Strategy that imposes tough regulations on tech firms, insisting that they take responsibility for protecting their users. The group warns of the dangers posed to consumers who remain unaware of the increasing prevalence of AI-generated scams.
Stay informed and vigilant as authorities work to address these urgent challenges. Share this news to raise awareness and help protect yourself and others from falling victim to these dangerous scams.
