UPDATE: New research from consumer group Which? reveals a troubling surge in AI-driven scams targeting consumers, with deepfake videos misleading audiences into investing in fraudulent schemes. These deceptive videos feature trusted figures like financial journalist Martin Lewis and UK Prime Minister Kier Starmer, creating the illusion of government-backed, “risk-free” investments.
The alarming findings come as AI impersonation scams have skyrocketed in 2025, making it increasingly difficult for consumers to distinguish between real and fake content. The investigation underscores a critical failure by major tech platforms like YouTube and Meta, which have been called out for their reluctance to block dangerous content.
Authorities are now urging the UK government to enforce stricter regulations on these tech giants, emphasizing the need for an effective fraud strategy that holds them accountable. “AI is making it much harder to detect what’s real and what’s not,” stated Rocio Concha, Director of Policy and Advocacy at Which?. “Fraudsters know this—and are exploiting it ruthlessly.”
The Financial Conduct Authority warns that around 20% of individuals trust online influencers when making investment decisions, a statistic that raises concerns when these influencers are manipulated by sophisticated AI tools. Criminals are now able to create highly convincing spoof websites that impersonate reputable sources like Which? and the BBC, further complicating the issue for consumers.
Which? is demanding immediate action from tech companies and the UK government. Their call to action highlights the need for robust measures in the upcoming fraud strategy that will ensure Big Tech firms take responsibility for the safety of their users.
In a positive development, YouTube has introduced a tool for creators to flag AI-generated video clones, marking a step towards addressing the challenge of deepfake financial fraud. However, experts are urging that more needs to be done to protect users from the rising tide of AI scams.
As these developments unfold, consumers are encouraged to be vigilant. Always verify the authenticity of content, ensuring it comes from official channels with secure links. Staying informed and cautious can help mitigate the risks posed by these increasingly sophisticated scams.
Next Steps: Watch for updates on regulatory changes and tech company responses to this urgent issue. The landscape of online safety is rapidly evolving, and consumers must stay alert to protect themselves from AI-driven fraud.
