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Stay safe from AI-driven scams

Scammers are using Artificial intelligence (AI) more and more to improve their social engineering campaigns.

💡Just a reminder – social engineering is a technique  used by criminals to manipulate victims into making payments or disclosing sensitive information.

This guide shows how to spot:

  • Phishing 

  • Deepfakes

  • Voice cloning phishing (Vishing)

Emergency fraud support

Reach our dedicated team 24/7

Call 159

If you're in the UK

Message in-app

Tap the Support icon in the top right corner > Report fraud

How phishing often works – with the help of AI

How phishing often works – with the help of AI

AI has made phishing scams much more common and convincing:

  1. Scammers write realistic emails, texts, or social media messages*

    They use AI to impersonate trusted organisations with polished, error-free messages

  2. Messages are now highly relevant to their victims

    Scammers use social media and other public sources to make the communication feel more trustworthy

  3. The victim clicks a link or opens an attachment

    They could share sensitive information – like passwords or bank details – or approve or make a payment

*The communication can also be backed up by fake websites that look like real shops or services, often offering rare items or urgent “limited-time” deals.

How to protect yourself from phishing scams

1. Before you receive phishing

Limit what you share online

Keep your social media accounts private and share less personal information.

Stay updated and secure

Keep your devices and apps up to date, and regularly review your security and privacy settings.

2. When your receive the phishing attack

Avoid suspicious links

Avoid clicking links in emails, even if they look like they come from a trusted organisation.

Go directly to the official website to check.

Question urgent requests

Be wary of unexpected emails asking you to act fast or download something.

Phrases like “act now” are often used to create panic.

Verify the communication

Check the sender’s address and look for generic greetings.

Never share passwords, one-time codes, or approve payments. Tide will never ask you for these over the phone or email.

How deepfake often works

  1. Cybercriminals use AI to generate realistic content

    A deepfake could be a video, audio, or image that copies a real person’s face or voice

  2. Deepfakes often mimic executives, celebrities, or public officials

    The "person" often speaks naturally and delivers a scripted message

  3. The scammer pushes requests, such as false investments, and urgent action

    They aim to gain access to the target's credentials, bank access, or receive payments

💡 Scammers also use networks of fake profiles to make a company or an investment opportunity look credible and lure victims.

How to protect yourself from deepfake scams

Keep in mind that Tide will never video call you unexpectedly and request your details.

Question invites

Don’t accept unexpected video calls or meeting links unless you know or trust the sender.

Verify another way

Confirm sensitive requests using a different, trusted channel.

Resist urgency

Slow down, pause, and check with someone you trust before acting.

Check visual cues

Look for unnatural facial movement, mismatched lip-sync, or strange lighting and shadows.

How voice cloning often works

  1. Scammers collect short audio clips

    They could use social media, voicemail, or videos to recreate a person’s voice

  2. They imitate someone the target trusts

    Mimicking their intonation, tone of voice, and even emotions

  3. The scammer could ask for money or sensitive information

    Acting on this can lead directly to financial loss or identity theft

How to protect yourself from voice cloning scams

Listen for audio cues

Cloned voices may sound flat, overly smooth, or slightly robotic, with odd pauses and little background noise.

A lack of natural fillers like “um” or “you know” can also be a warning sign.

Verify the caller

If a call claims to be from a person or organisation, hang up and contact them using a trusted, official number.

Always confirm through a separate, reliable channel before taking any action or disclosing information.

Set a password

Scammers often impersonate loved ones. To protect your family and friends, establish a secret word or phrase that you both agree on.

Use this to verify any unexpected or sensitive requests before taking action.

More practical tips to stay safe

With the rise of AI, hacking is becoming faster and more effective. Here are a few simple steps you can take to secure your accounts:

Strong passwords

Use long, strong, and unique passwords

MFA everywhere

Turn on multi-factor authentication

Password manager

Generate and store passwords using a trusted password manager

Three random words

Combine three or four long random words to create your password

What to do if you've been (or suspect you've been) targeted

  1. Report it to Tide immediately By calling 159 from the UK, or tapping the 'Support' icon in the top right corner > 'Report fraud' in your Tide app. Both options are available 24/7.

  2. Apply for reimbursement of your lost finances You may be eligible to your money reimbursed. Find more information on this below.

  3. Find victim support groups There are many services set up to help people through the difficulties of being defrauded. We've listed resources you can access below.

Find more support for your business: