Over Half of UK Consumers Targeted by AI-Generated Scams, With Royal Mail Most Impersonated Brand

• 70% of UK adults have received a scam message from a “trusted source”, with over half (56%) believing the attempt used AI, such as fake voices or images 
• 9% have lost money to scams impersonating brands, with over one in 10 (11%) of those scammed losing at least £1,000 
• Royal Mail (40%) and Evri (38%) named as the UK’s most impersonated brands, as AI fraud tactics become harder to spot 

Seven in 10 (70%) UK consumers have received a scam message that appeared to come from a trusted source, such as a delivery company, bank, or government body, only to find out it was fake – according to new research from TransUnion, a global information and insights company. 

With the rise in reliance of digital channels, combined with fraudsters now using artificial intelligence (AI) to create convincing and hyper-realistic voices, images and messages, it’s getting harder for consumers to detect these scam attempts. Over half (56%) of UK adults who have spotted a scam from a trusted source believe it used artificial intelligence (AI). 

Madhu Kejriwal, CEO of TransUnion in the UK and Europe, said: “As fraudsters exploit artificial intelligence, scams are becoming more sophisticated and harder for consumers to spot due to their sheer volume, accuracy and tone. These scams don’t just look real, they feel real. Whether it’s a delivery text arriving just when you’re expecting a parcel, or an email that looks like it’s from your bank, it’s more important than ever that consumers stay vigilant.”  

The financial impact of these scams is significant: nearly one in 10 (9%) have lost money to a scam message, email, video or phone call that felt too real to question, with 2% still unaware of how the fraudsters did it. Younger consumers are  potentially more vulnerable, as they may be more likely to rely on mobile messaging, with 13% of 25-34-year-olds and 11% of 18-24-year-olds losing money to these scams.  

Of those who lost money to fraud, 13% have lost less than £10. However, more than one in five (21%) have lost between £200 and £999, and 11% have lost at least £1,000. 

With AI-generated scams increasingly impersonating brands that people are most familiar with and often interact with, delivery fraud (where you are notified about a fictitious upcoming or missed parcel delivery) remains the most common tactic for fraudsters. Royal Mail is ranked as the most impersonated brand in the UK, as 40% of UK adults say they’ve received a fake message from fraudsters claiming to be from the courier. A similar number (38%) report receiving similar scam messages from Evri. 

 AI scams aimed at defrauding consumers via messaging services such as text messages/email/Whatsapp also impersonate government bodies like HMRC (36%), DVLA (14%) and the NHS (8%) in order to appear credible, often claiming recipients are owed a tax refund, need to pay a fine, or update their medical records. 

Top 10 most common scam impersonations: 

 Source: TU commissioned survey conducted in June 2025 by YouGov. 

 Chad Reimers, General Manager of Identity and Fraud at TransUnion in the UK and Europe, added: “Consumers should be aware that even if a relatively small sum of money has been lost, it may just be the first phase of the fraudster’s objective. In some instances, once fraudsters have access to personal details or login credentials, they will look to ‘takeover the account’ leading to further financial withdrawals, applying for additional credit lines and - in some cases - may even coach/coerce witting or unwitting money mules to shift funds quickly through accounts to launder their ill-gotten gains. It is therefore important that consumers stay vigilant and immediately report suspicious activity – especially in situations where they suspect their details have been compromised, and not just when money has been taken”  

Staying safe in an AI world 

• If it seems too good to be true, it probably is! For example, scammers pretending to be companies offering unlikely discounts or unusual offers, such as a free holiday or an investment with a guaranteed win 
• Be wary of telephone calls, messages or emails offering a rebate or refund – typically scammers are pretending these are from energy companies or HMRC.  Do not follow any links but if you think it may be genuine then call the organisation directly on their official number and ask for information.  
• When contacting your bank you can use the 159 service, which provides direct connection to official bank contact numbers.  
• If you have received an email which you’re not quite sure about, forward it to the Suspicious Email Reporting Service (SERS): report@phishing.gov.uk  
• Most phone providers are part of an initiative that allows customers to report suspicious text messages for free by forwarding it to 7726 
• Avoid clicking links or downloading attachments from unexpected emails or messages from a brand or business, unless you’re sure you know the origin. These could release malware onto your device or steal your bank details. It’s okay to ignore emails or messages that are unsolicited 
• Check the webpage is genuine. When online, make sure the webpage you are visiting is HTTPS protected or shows a padlock – both of which can be spotted in the domain bar. This indicates that it’s secure. You can also report a suspicious website via the National Cyber Security Centre. 
• Regularly check your credit report. This will help you to understand and protect your financial information. It can also help you monitor for potential fraudulent activity. If someone tries to use your identity, this is one of the places you’re likely to spot it. You can check your TransUnion credit report and score for free with Credit Karma, Credit Monitor from MoneySuperMarket, or TotallyMoney 
• Report fraud to Action Fraud if you think you’ve been a victim.  

For information on other UK Fraud trends, you can download TransUnion’s 2025 UK Fraud and Identity Report. 

Notes:

Unless otherwise stated, all figures are from a nationally representative sample of 2,180 UK adults aged 18+. The data was commissioned by TransUnion and conducted in June 2025 by YouGov.