The Evolving Threat of Online Scams: Why Smarter Security Matters
This article was produced in partnership with Google.
Key Takeaways
Online scams are a growing and increasingly sophisticated threat across the globe. As AI becomes more ingrained in everyday life, it also poses a larger risk for the evolving scams landscape – consumers must remain vigilant and informed on how to best protect themselves online.
Unsafe online habits are precipitating an environment of increased scam and security threats. Consumers should rethink their safety habits, especially related to password protection, such as assigning unique passwords across all accounts, using safety tools like 2-step verification (2SV), or adopting passwordless sign-in like passkeys.
As scammers use AI to create more convincing frauds, consumers are demanding smarter, AI-powered security tools, and expect tech and financial companies to lead the way in protection.
You get an email about an unpaid toll, a text about a missed package, or a message asking you to verify your online account. These kinds of scams are becoming a part of everyday life, and they are getting harder to spot. If you feel like these attempts are on the rise, you’re not alone.
In a recent survey from Google, in partnership with Morning Consult, 60% of consumers in the U.S., 67% in the U.K., and 77% in India reported a perceived increase in scam attempts in the past year.
Consumers perceive an increase in scam attempts over the past year
Already, large swaths of consumers in these countries report encountering online scams on a monthly basis. In the U.S., cyber-enabled fraud now accounts for almost 83% of all financial losses reported to IC3. In an increasingly digital world, scammers are finding opportunities to reach a plethora of potential victims online. To combat these attempts, it is as important as ever to remain informed about and adopt strong online security practices.
Consumers are confident in their ability to detect scams, but security concerns are still high
Despite frequent scam encounters, over four in five in the U.S., U.K., and India express confidence in self-identifying online scams. Yet, the Federal Trade Commission (FTC) notes that younger adults in the U.S. are more likely to report losing money to scams, while older consumers tend to lose larger amounts. While most recognize many of the common red flags – such as requests for personal information and suspicious links or attachments – nearly everyone knows someone who has fallen victim, whether through a phishing link, a “Hi mum” WhatsApp scam, or a fake delivery notice. High-profile incidents like the MGM Resorts ransomware attack show that even the most vigilant can fall victim. The potential consequences of attackers gaining access to their online accounts remain a primary concern. Consumers are particularly worried about unauthorized financial transactions from linked credit cards and full account takeovers through a single breach.
Passwords management remains difficult, with an increasing need for advanced authentication methods
Traditional methods like memorizing or writing down passwords are still the go-to for most consumers when it comes to managing their accounts. But with so many logins to keep track of, remembering a unique password for every site just is not realistic. It is no surprise that nearly half across the U.S., U.K., and India admit to reusing the same password across multiple accounts – a shortcut that feels convenient. Unfortunately, this habit makes it much easier for scammers to access several accounts if just one password is leaked.
As online scams become more sophisticated, relying on basic methods like passwords and security questions is no longer enough. According to the FIDO Alliance, over 80% of hacking-related breaches are tied to weak or stolen passwords. This underscores the need for stronger, more secure authentication methods, such as passwordless sign-in with passkeys, 2-Step Verification (2SV), and password managers, following NIST’s best practices for keeping accounts safe.
AI scams fuel demand for AI protection and real time threat detection
Consumers remain largely concerned about the prevalence of AI-generated online scams
The online threat is evolving. Scammers are now using AI to create convincing deepfakes of fake documents, videos, and other AI-enhanced content that can be hard to spot. While many consumers are concerned about how quickly these scams are spreading, only a small number feel very confident in their ability to identify AI-generated scams, with confidence levels particularly low among those in the U.K. compared to the U.S. and India.
This uncertainty is driving a strong demand for smarter, AI-powered protection tools that can keep up with the evolving scams. Real-time threat detection has become a top priority for those seeking security products, highlighting the need to stay ahead of online threats and prevent harm before it happens. Financial and tech companies are seen as most responsible for taking the lead in creating these effective security measures and keeping consumers safe across the three countries, with the government also playing a key role in India.
Financial and tech companies are seen as most responsible for keeping consumers safe from scams online
Gen Z is leading the shift toward safer sign-in solutions
Raised in a digital world, inundated with frequent reminders around cybersecurity and password protection, Gen Z adults are no stranger to the topic of online safety. While they are, on average, 13 percentage points less likely to update their personal passwords regularly, their tech-savvy upbringing means they are more comfortable using advanced authentication tools—like biometrics, authenticator apps, and VPNs—to keep their information secure. For them, convenience is the key, logging in should be quick and hassle-free. As Gen Z’s influence grows, passwordless sign-ins are likely to become the standard, making it easier and safer for everyone to get online.
The path forward: staying safe in today’s digital world without sacrificing convenience
For Consumers
- Stay vigilant: Online scams are real, growing, and getting more sophisticated, especially with AI.
- Rethink your safety habits: Adopt passwordless sign-in options (like passkeys), enable two-step verification (2SV), and use a password manager to protect accounts.
- Stay up to date: Regularly update your security software and use the latest tools, like AI-powered fraud detection apps and real-time scam alerts, to spot suspicious activity.
- Prioritize privacy and control: Select providers that are transparent and give you control over your data, and choose the authentication solution that best fits your needs and comfort level.
For Organizations
- Raise the bar on safety: Promote and implement passwordless sign-in options, require two-step verification, and encourage password manager use.
- Set new standards: Government and tech companies should lead the way in updating security protocols and protecting consumers.
Methodology
This survey was conducted from March 12th – 28th, 2025 among 3,018 adults in the U.S., 3,011 adults in the U.K., and 2,999 adults in India.
All interviews were conducted online and the data were weighted to approximate a nationally representative sample of Adults 18+ in each market based on age, gender, education, and region. Results from the full survey have an overall margin of error of +/- 2%, with the margin of error greater among subgroups included in the results.