In the digital world, criminals often disguise themselves as celebrities, online retailers, or even your family members to trick you into giving them money. Spotting these scams now requires a new set of strategies.

There was a time when internet scams were easily identifiable through certain signs. An email filled with errors, a customer service agent with a distinct accent, or a blurred photograph on Craigslist were common indicators. However, advancements in artificial intelligence have transformed these scams. Nowadays, inexpensive AI technologies, such as chatbots, image generators, and voice-cloning tools, enable scammers to create flawless texts, build credible-looking websites, and even forge identities.

These AI-driven scams have become so sophisticated that even savvy users might fall victim. I had a near miss with one myself. While browsing TikTok, I encountered an advertisement for Hoka sneakers at an 80 percent discount. The ad led to a site resembling an official clearance outlet for the brand. But when I tried to purchase, I became suspicious. A quick search on the web showed discussions on Reddit about scams from this site, and Hoka had issued a warning about numerous fake websites mimicking their brand.

According to security experts, these counterfeit websites are part of a trend of increasing AI-enhanced internet scams. The FBI recently reported that cybercriminals swindled nearly $21 billion from Americans last year, with AI-related losses accounting for about $893 million.

Since AI now makes it effortless to craft professional websites and digital personas, it is crucial for us to reassess our strategies to protect against online scams.