When you’re browsing the web, it’s easy to feel confident and think, “These scams are obvious—there’s no way I’d fall for phishing.” Sadly, that confidence doesn’t match today’s reality. Scammers now use extremely convincing tools, and with AI-generated content and deepfakes spreading everywhere, spotting a fake has become harder than ever.
A study by security firm McAfee found that nearly 46% of Americans have already encountered AI-driven scams while shopping online. About 39% said that deepfake videos are becoming increasingly polished and harder to detect. During the holiday season, one in five Americans became a victim of a scam, losing an average of $840.
Deepfakes are fueling modern scams
McAfee’s research also shows a troubling gap between confidence and reality. Although 38% of people believe they can recognise scams, 22% still fell for one. In the U.S., deepfake-based scams have surged 1,740% in the past year.
One striking case involved a deepfake of Taylor Swift, promoting an absurd giveaway of luxury Le Creuset cookware. Scammers exploited her genuine affection for the brand—and the enthusiasm of her fan base—to make the fake ad appear believable.
These videos and images direct people toward imitation websites, fake login screens, and fraudulent payment pages that closely resemble the real thing, often with subtle differences in punctuation or spelling. When visuals can no longer be trusted, how can anyone stay safe?
How to protect yourself
The safest habit is to stay sceptical—and act on that scepticism:
- Don’t click ads, no matter how tempting the deal looks. Instead, type the brand’s URL directly and check the offer yourself.
- Inspect the social media account posting the ad. Scammer pages often have few posts, low engagement, or recently created profiles.
- Be wary of urgency. If an ad pushes you to act right now, that’s a classic manipulation tactic.
- Be cautious when celebrities are involved. Their faces are easy targets for deepfakes.
- And the golden rule: If it sounds too good to be true, it probably is.
Staying safe online now requires more than just common sense—AI-powered scams demand extra vigilance.
