Consumer organisation Which released their list of potential scam trends to be wary for this 2025.
1. AI-generated images
Which reports that some images starting to appear in scams are entirely unreal, due to the rise of Artificial Intelligence.
They go on to say that, “fake images created from AI will be more widely used to make scams impersonating people or products harder to spot.”
Which recommend the following tips to avoid these scams:
“Look for unnatural details – scan images for small details such as lighting, hair and hands that look strange, and look out for any blurry parts of the image.
If the image looks too perfect, it might be created by AI.
Use a reverse image search tool, such as Google or TinEye, to check if the image has been posted anywhere else on the internet. If it hasn’t, this could be a sign that it’s created using AI, especially if it’s of a well-known person. You can reverse image search on Google by selecting the image icon on the right of the search bar.
2. Voice cloning
Scammers are now able to clone your voice using AI. They will then call people you know using your voice to impersonate you and ask people for money. Fraudsters can use calls and clips on social media to get a hold of your voice.
Which have also warned that, “Ofcom has new rules coming into force on 29 January 2025 prohibiting overseas callers from spoofing UK mobile numbers. This means fraudsters won’t be able to change the display number their call is coming from to look like it’s coming from a UK number on a mobile phone. This could prompt scammers to hone in on voice cloning to make their scam calls more persuasive, and we’ve already started to see some instances of it.”
Which have recommended the following tips to avoid these scams:
“If you receive an unexpected distressed call from a friend or relative that sounds suspicious, verify that it’s actually them by contacting them using another trusted contact method.
Make sure your social media profiles are private as fraudsters can record your voice from your video or audio content.
Consider setting up a safe phrase with your family or close friends that you can say to verify if you’re speaking to them.”
3. Hacking
Scammers spread their scams further through hacked accounts while they steal your personal data. Fraudsters can access your social media and email accounts through malware downloaded to your devices, details gleaned from phishing websites or data breaches.
In 2025, Which are predicting that scammers will want a lot of personal data which they can buy and sell on the dark web. Scammers are finding new ways through AI tools, of launching cyberattacks at scale by exploiting weaknesses in systems.
Which have recommended the following tips to avoid your accounts being hacked:
“Don’t use the same password across different accounts, create strong passwords and use a reputable password manager.”
Download antivirus software on your devices.
“Set up two-factor authentication (2FA) or two-step verification (2SV). This is when you provide a separate form of identification, such as a code being sent via text, when you log into an account.”
4. Well-crafted communications
In 2023, Which reported that scammers were writing phishing messages with the help of large language models such as ChatGPT. This means that fraudsters are better able to eliminate the classic scam sign of poor spelling and grammar, making dodgy emails, texts and websites much harder to detect.
Which recommends these tips to avoid these scams:
“Look at the email addresses and phone numbers dodgy messages come from. If you don’t recognise them, they could be sent from scammers.
Be wary of unexpected links in messages.
Be suspicious of any message or website that asks for your personal or financial information”.
5. Spear-phishing
Which also noted that in 2024 they reported on the increase of scammers creating personalised scam messages after gathering enough information on you. This is known as spear-phishing.
Scammers can build a picture about you from data breaches and information you’ve published on public social media accounts. Then, they will send you a message which seems convincing as it will contain your personal data – such as your name, address, date of birth or even where you work.
Which recommends these tips to avoid these scams:
“Keep your social media profiles private.
Don’t enter your personal details into websites you don’t recognise.
Check to see if your data has been leaked at haveibeenpwned.com.
If you’re the victim of a scam, call your bank immediately using the number on the back of your bank card and report it to Action Fraud, or call the police on 101 if you’re in Scotland.”
Action Fraud Hotline
You can contact the Action Fraud Hotline if you think you are a victim of fraud here or by phoning 0300 123 2040, which is charged at your normal rate.
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