INTERPOL has launched an awareness campaign highlighting the growing threat of AI deepfake scams, in which criminals use AI-generated or altered media to deceive members of the public.

The campaign features three short videos created using AI to demonstrate how synthetic media, commonly known as deepfakes, can be used to facilitate fraud and other crimes.

Generative AI applications and the large language models powering them are becoming increasingly sophisticated and accessible. These tools can now create realistic avatars with human-like language skills and reproduce a real person’s face or voice using a small amount of content available online.

As a result, deepfake-enabled crime is no longer limited to public figures. Private citizens are increasingly exposed to threats involving investment fraud, impersonation, romance scams, sextortion, deepfake pornography, and disinformation.

Criminals may use these technologies to impersonate a colleague requesting a bank transfer, a family member claiming to be in an emergency, or a person appearing to be a genuine romantic partner. Such schemes typically aim to steal money or sensitive personal information.

However, public awareness of how deepfakes can facilitate crime remains limited.

Toshinobu Yasuhira, Director of the INTERPOL Innovation Centre, said AI is making it increasingly difficult to identify the traditional warning signs of a scam.

“AI is erasing the tell-tale signs of a scam. Spelling mistakes, branding inconsistencies, clumsy formatting: these red flags are fast becoming a thing of the past,” Yasuhira said.

He added that anyone could become a victim, regardless of age, region, or sector. INTERPOL’s work aims to equip law enforcement agencies and the public with the knowledge and resources needed to recognise threats and respond before damage occurs.

The campaign promotes the message, “Wait. Validate. Don’t take the bait.” It encourages people to remain alert when receiving unexpected communications, particularly when requests involve money, personal information, or urgent action.

INTERPOL advises the public to watch for several warning signs. These include unsolicited contact from someone requesting sensitive information, pressure to act immediately, emotional manipulation, and requests for payment through methods such as wire transfers, cryptocurrency, or gift cards.

Rapidly developing online relationships can also be a warning sign, particularly when someone declares strong emotions early or encourages conversations to move away from established dating platforms.

To reduce the risk of falling victim to AI deepfake scams, INTERPOL recommends staying calm, questioning unexpected requests, and independently verifying identities. People should end suspicious calls and contact the individual through a known, trusted channel.

The organisation also recommends checking whether online profile photographs have been taken from other sources and establishing a secret word or question with close friends and family to confirm identities during suspicious calls.

Activating two-factor authentication on online accounts is another recommended security measure.

Businesses are also encouraged to strengthen their defences against synthetic media threats. INTERPOL recommends mandatory employee training on deepfake scams, voice phishing, and social engineering tactics.

Organisations should also establish multi-step verification procedures for financial transactions and data transfers, including face-to-face confirmation for large payments. Keeping software updated can further help protect devices against malware and spyware.

Anyone who suspects they have been targeted by a scam or has become a victim should contact local law enforcement authorities immediately. Those who have recently made a payment should also notify their bank as soon as possible.

The campaign forms part of Project SynthWave PLUS, a public awareness initiative through which INTERPOL supports law enforcement agencies in Southeast Asia and beyond in addressing threats associated with synthetic media technology.

The project also involves research into synthetic media threats and potential solutions, raising awareness of the technology and response strategies, and providing targeted learning opportunities for law enforcement.

Through the campaign, INTERPOL aims to help the public recognise AI deepfake scams, verify suspicious communications, and take steps to protect their identities, personal information, and finances.

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