Bitdefender launches global campaign to combat AI scam threats

Bitdefender has launched a global campaign aimed at educating consumers about the rise in AI-driven online scams, particularly deepfake and voice cloning threats.

Australian warning

The They Wear Our Faces campaign is designed to focus attention on the increasing sophistication and prevalence of scams that leverage artificial intelligence to mislead individuals. The campaign comes as the National Anti-Scam Centre in Australia has issued warnings about a wave of online scams using deepfake videos and false endorsements by public figures to promote fraudulent investment platforms, especially on social media. These methods employ new technologies to create convincing fabrications that can trick individuals into sharing personal information or making financial transfers to scammers.

Bitdefender's campaign aims to address these threats by offering practical advice and resources that help consumers recognise the markers of such scams. The campaign is structured to benefit both younger and older people, as scammers increasingly target all age groups by exploiting online trust and personal relationships through advanced digital manipulation.

Rising threat of AI misuse

Mihaela Paun, Senior Vice President, Sales and Marketing, Consumer Solutions Group at Bitdefender, described how rapidly emerging technologies are transforming the threat landscape.

"The rapid rise of AI adoption by cybercriminals to dupe people out of money, steal personal information, and infiltrate digital lives has become a game changer. What were once easy-to-spot scams are now increasingly convincing and emotionally manipulative. In particular, deepfake videos and voice cloning continue to evolve, making it more important than ever for consumers to stay vigilant. By raising awareness, encouraging simple best practices, and leveraging proven security technologies, we can significantly reduce the risk for families worldwide."

Bitdefender's campaign hopes to alert consumers to the reality that scams are becoming more difficult to identify. Traditional phishing techniques are now being replaced or supplemented by tailored AI-powered approaches that are designed with a level of realism that can closely mimic the voices and appearances of trusted individuals-including family members and public figures. This emotional manipulation increases the chances of success for fraudsters and undermines the efficacy of many conventional cybersecurity defences.

Global costs and trends

The prevalence and cost of online scams continues to escalate globally. According to The Global State of Scams 2024 Report, losses from online scams and fraud now exceed USD $1 trillion. Bitdefender surveyed 7,000 consumers, revealing that 45% had experienced scams delivered by text message, while 44% had been subject to some form of fraud attempt. The report highlights how AI is being leveraged to create more convincing scams and how this is increasing the risk to everyday users worldwide.

Deepfake and voice cloning technologies are being used not only to impersonate celebrities or business executives but also to target ordinary individuals, families, and communities. These scams are often more effective because they bypass established email filters and scam detection systems, relying instead on psychological tactics to press victims into hurriedly responding to requests that appear to come from people they know and trust.

Education and prevention

The They Wear Our Faces campaign will supply consumers with a suite of educational materials, including blogs, research, and best practice guides for recognising and avoiding online scams. In addition to these resources, the campaign will provide access to Bitdefender's anti-scam and security tools, aiming to assist people in building habits and defences against AI-driven threats.

The educational content is intended to increase awareness of the sophistication of current scams and encourage the adoption of simple security measures. For instance, users are encouraged to verify identities before sharing sensitive information, use up-to-date security software, and be mindful of social engineering tactics that might accompany suspicious or emotionally charged online requests.

Bitdefender's efforts reflect a broader trend among cybersecurity firms to focus on the social and educational aspects of digital safety, underpinning their technological offerings with initiatives that address human behaviour and awareness.