Shoppers are being warned to be cautious as criminals have started using artificial intelligence to supercharge their scams. Some fraudsters have created fake websites that look like family-owned UK retailers, complete with Union Jack imagery, but often deliver cheap, mass-produced goods from overseas or no goods at all.

AI-generated images, voice cloning, and deepfake videos are increasingly being used to trick people out of their money, according to National Trading Standards. For the first time, they have drawn up an AI scam watchlist, highlighting some of the tools and techniques criminals are employing.

Tricks to watch out for include cloned or new websites that look professional in a short time, romance scams where AI remembers victims' personal details, and AI-generated deepfake videos and voice-cloned audio impersonating family members or close friends asking for money in an emergency. Error-free, personalised phishing emails, text messages, and social media posts can also be generated by AI on a huge scale.

To protect yourself, avoid sending money, gift cards, or personal or financial information to someone you have not met in person. Do your research by checking a shop's address is real and using the Financial Conduct Authority's Firm Checker to ensure a company is authorised to give financial advice. Also, contact a business directly to verify the authenticity of a job advert. Remember to stop and think before paying, sharing personal information, or taking action, especially if there is pressure or urgency.

Fraud and scams can be reported to Report Fraud or by calling 0300 1232040, or you can call the Citizens Advice Consumer Helpline on 0808 223 1133 for advice.