Half of Brits can't tell what is genuine online anymore

Nearly half of adults in the UK say it is getting harder to tell what is genuine on the internet.

National Trading Standards says a survey of 2,000 people found 47% believe being able to spot what is real and what is fake is getting increasingly difficult, while one in four (24%) are left feeling overwhelmed by how articifial intelligence is making scams even more sophisticated.

The details of the survey by Censuswide from September 2026 show:

• Almost one in five (19%) UK adults admit to avoiding certain online activity now because of concerns about scams and 31% now double-check emails, messages or websites more carefully.

  
  

• Although 62% are confident they could spot a scam that’s been created using AI, 35% think that AI will make scams even harder to spot in the future.

  
  

• Whilst 27% are worried about becoming a victim themselves, people are especially concerned about more vulnerable loved ones, with 79% concerned about a friend or relative who could become a victim of an AI-enabled scam.

It is why NTS has launched an AI Scam Watchlist, which is designed to reveal the tools and techniques used by criminals, including deepfakes, cloned voices and AI-generated images, as well as how consumers can protect themselves.

The survey also pointed out the top five AI-powered scam techniques which worry Brits the most:

• Fake websites (convincing clones of trusted brands or sites pretending to be legitimate UK businesses)

  
  

• Voice cloning (replicating someone’s voice to make convincing phone calls or voice messages)

  
  

• Deepfake video (realistic, faked video and audio of a real person)

  
  

• AI-generated images (convincing fake images of products, properties, vehicles or documents)

  
  

• Digital humans (videos of fake people that are AI generated, broadcast on social media and sometimes able to interact with consumers in real time)

NTS warns that AI-related scams are expected to become more autonomous with complex frauds carried wout with little human involvement.

For not, NTS says there are basic steps which will protect consumers from traditionasl and AI scams:

• Stop and think before paying, sharing personal information or taking action. Be wary of pressure or urgency – criminals want you to act before you have time to think.

  
  

• Check – don't trust a caller, website, message, image – or even an AI search result – on face value. Make independent checks to be sure you’re dealing with a legitimate person, company or organisation.

  
  

• Protect your money and information – never send money or share personal information with anyone until you're confident they’re genuine.

  
  

• Fraud and scams can be reported to Report Fraud or on 0300 123 2040, or you can call the Citizens Advice Consumer Helpline on 0808 223 1133 for advice.

“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", says Lord Michael Bichard, Chair of National Trading Standards.

"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.

“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. 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.”

This article has been created for information purposes only and should not be considered financial advice.

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