Consumer
GB · United Kingdom

How to spot and avoid AI scams

Which? explains the four dominant AI scam categories — deepfake video impersonation, voice cloning, AI-written phishing and fake product ads — with a real case study of a shopper tricked by AI-generated advent-calendar photos.

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which.co.uk

Published
Feb 10, 2026
Last verified
Mar 17, 2026
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Editorial summary

Which? explains the four dominant AI scam categories — deepfake video impersonation, voice cloning, AI-written phishing and fake product ads — with a real case study of a shopper tricked by AI-generated advent-calendar photos. Offers seven protective steps, including a family security word and reverse-image-search routine.

Why this matters

Which? is the UK's best-known consumer champion, and this guide is aimed squarely at ordinary shoppers, not security professionals. It breaks the AI scam landscape into four categories — deepfake video impersonation, voice cloning, AI-written phishing, and fake product ads — and anchors the advice with a real case study of a shopper tricked by AI-generated advent-calendar photos. The seven protective steps it recommends, including a pre-agreed family security word and a reverse-image-search habit, are the kinds of low-tech defences that actually work. Reading the original gives you the current advice; third-party summaries frequently fall months behind.

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At a glance

Type
Consumer
Country
United Kingdom
Agency
—
Published
Feb 10, 2026
Last verified
Mar 17, 2026
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