Big Tech Urged to Combat AI Scams as Deepfake Threats Surge

URGENT UPDATE: New research by consumer group Which? has revealed a troubling surge in AI-powered scams, prompting calls for Big Tech to take immediate action. Investigators found deceptive deepfake videos on YouTube featuring respected figures like financial journalist Martin Lewis and UK Prime Minister Kier Starmer, misleading viewers into investing in fraudulent schemes.

As of 2025, AI impersonation scams have skyrocketed, making it increasingly difficult for consumers to distinguish between real and fake content. In response, Which? is urging the UK government and tech companies to implement robust measures to curb these threats.

“AI is making it much harder to detect what’s real and what’s not,” said Rocio Concha, Director of Policy and Advocacy at Which?. “Fraudsters know this – and are exploiting it ruthlessly.” The group highlights that about 20% of individuals making investments place their trust in online influencers, raising alarm over the potential risks associated with deepfake technology.

The investigation uncovered that the fraudulent videos give the impression of being endorsed by the government, presenting a false sense of security for potential investors. Which? has called on platforms like YouTube, X (formerly Twitter), and Meta to block dangerous content more effectively. They demand the government’s upcoming fraud strategy include stringent regulations to hold tech firms accountable.

Compounding the issue, criminals are now able to create convincing spoof websites that mimic reputable news outlets, further misleading consumers. Which? urges users to verify the authenticity of content by checking official channels and ensuring safe links.

In a proactive move, YouTube has rolled out a tool allowing creators to flag AI-generated video clones, a step towards identifying deepfake content. However, critics argue that more comprehensive action is necessary to protect users from the rising tide of scams.

As authorities stress the importance of vigilance, consumers are urged to stay informed and skeptical about online investment opportunities. The evolving landscape of AI technology continues to pose significant challenges, emphasizing the need for stronger protective measures from both government and tech industry leaders.

This is a developing story. Stay tuned for updates as the situation unfolds and as authorities respond to the growing crisis of AI scams targeting unsuspecting consumers.