A survey indicates that one-quarter of UK adults feel overwhelmed by the increasing sophistication of scams due to advancements in artificial intelligence (AI). National Trading Standards (NTS) warns that AI is enhancing rather than creating new types of scams, making them more convincing and scalable. The NTS has introduced an “AI Scam Watchlist” to raise awareness among consumers about the latest scam techniques, which include fake websites and voice cloning.
Written locally by qwen2.5:14b on 2026-09-30,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
Story summary
Ofcom, NTS, and consumer group Which? have released findings indicating that artificial intelligence (AI) has significantly enhanced the sophistication of scams in the UK. A survey suggests that a quarter of UK adults feel overwhelmed by these advancements. National Trading Standards (NTS) warns that AI is "supercharging" existing fraud methods such as shopping, holiday, investment, and romance scams, making them more convincing, personalized, and scalable. To combat this issue, NTS has launched an “AI Scam Watchlist” to inform consumers about the latest scam techniques, which include fake websites, voice cloning, deepfake videos, AI-generated images of products or properties, and interactive video simulations on social media platforms. The survey reveals that 19% of UK adults now avoid specific online activities due to concerns over scams, while 31% are more cautious in checking emails, messages, or websites for legitimacy. Additionally, 27% of respondents expressed personal worry about becoming victims themselves, and 79% were particularly concerned about the safety of vulnerable friends or family members.
Written for “AI Scam Concerns UK Adults” on 2026-10-05,
grounded in this article and the 0 other(s) covering the same event.
The growth of artificial intelligence (AI) has left a quarter of UK adults feeling overwhelmed by the growing sophistication of scams, a survey suggests.
uncertain
survey → leave → scams
National Trading Standards (NTS) warned that AI was not necessarily creating new types of scams but “supercharging” existing ones, with shopping, holiday, investment and romance fraud now more convincing, personalised and scalable, enabling criminals to target more people at pace and with less technical expertise needed than before.
asserted
fraud → warn → expertise
NTS has launched an “AI Scam Watchlist” to raise awareness among consumers of the latest scams and how they work.
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they → launch → scams
The poll for NTS found one in five UK adults (19%) admit to avoiding specific online activities now because of concerns about scams – while 31% now double-check emails, messages or websites more carefully.
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% → find → emails
Some 27% are worried about becoming a victim themselves, but 79% said they were especially concerned about more vulnerable friends or family.
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they → become → friends
The five AI-powered scam techniques consumers are most concerned about are fake websites, voice cloning – when a voice is replicated to create a convincing phone call or voice message – deep fake video, AI-generated images of products, properties, vehicles or documents, and videos of fake people that are AI generated, broadcast on social media and sometimes able to interact with consumers in real time.
asserted
that → power → time
NTS chairman Lord Michael Bichard said: “AI is transforming the fraud landscape, as it paves the way for a new generation of organised criminals who need little technical expertise to create convincing scams at huge speed and scale.
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who → say → speed
“Tackling this is a monumental challenge for government, enforcement agencies and industry and we, along with our partners, will continue working to detect and disrupt the criminal networks behind these scams.
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we → tackle → scams
“It’s easy for people to feel powerless in the face of AI, but it remains the case that prevention is a critical defence against all fraud.
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prevention → ’ → fraud
Ensuring people understand how AI can make scams more convincing, and equipping them with clear, practical advice to protect themselves, will be an incredibly powerful tool in the fight against AI-enabled scams.”
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scams → ensure → scams
Rocio Concha, Which? head of policy and advocacy, said: “Which? research supports these findings and we’ve seen experts, let alone the general public, struggle to identify scams built with AI.
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experts → say → AI
The old ‘tell-tale signs’, such as typos or grammatical errors, can no longer be relied on to spot scams in an era of highly-sophisticated AI.
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signs → tell → AI
This makes the AI Scams Watchlist an important tool to help people to stay ahead of this growing threat.
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people → make → threat
“This is a useful initiative to inform and empower consumers, but it is also necessary to root out fraud at its source.
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it → inform → source
The tech giants who profit from scams must be held accountable.
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who → profit → scams
“Ofcom should implement the Online Safety Act’s measures on fraudulent advertising as soon as possible and take immediate enforcement action against platforms who are failing to comply with the existing parts of the Act.”
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who → implement → Act
Jessica Tye, regulatory projects manager at the Advertising Standards Authority (ASA), said: “We welcome the launch of the AI Scam Watchlist, which shines a light on how AI is changing the way scams are created and delivered.
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scams → say → way
“As AI continues to evolve, it’s vital that everyone involved in tackling scams, including media platforms, regulators, and law enforcement bodies, works together to identify and disrupt them.
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everyone → continue → them
“We encourage anyone who sees a suspected scam ad in paid-for online space to report it through our Scam Ad Alert system.
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who → encourage → system
These reports help us build intelligence on emerging scams and share information with our partners, supporting action to protect consumers.”
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us → help → consumers
Censuswide surveyed 2,000 UK adults between September 18-22.
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Censuswide → survey → September
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