Do you have the feeling digital scams are more pervasive than ever? If so, you’re not alone. More than half of Americans report they are more worried about digital scams this year than in years prior.
What exactly is making the problem worse? Artificial intelligence (AI) is one of the most troubling factors in the acceleration of online fraud. Scammers can use AI to craft convincing scams at scale, from phishing emails to fake websites to voice-mimicking.
As AI tools become more sophisticated and accessible, many people are growing increasingly worried about digital deception.
How widespread is the perception that digital scams are getting worse? We asked a representative sample of 1,200 Americans about their concerns regarding scams. We found that high rates of people are worried about fraud and its intersection with AI, and a majority report higher concern compared to years prior.
Key statistics about AI and scams
- 87% of Americans are worried AI is helping scammers.
- 55% of Americans say their worry about scams is growing, and only 5% of Americans feel less concern than they did last year.
- Women are 25% more likely to be “extremely concerned” about AI scams than men.
- Those who never attended college are twice as likely to say they aren’t concerned about the use of AI in scams.
- Residents of southern states are nearly 80% more likely than Midwesterners to report increasing worry about scams.
- 86% of Americans express increased worry about online scams during the holiday shopping season.
Americans are more worried about fraud now than in previous years
Worry is rising. More than half of Americans (51%) report they feel more concerned about scams this year than last, while another 44% say they feel “about the same.”
Just 5% of Americans say their concern about cyber threats is decreasing.
The rising anxiety that Americans feel is reflective of reality. DDoS attacks are surging 46% in 2024, phishing scams related to large events like the Olympics are making headlines, and studies show that almost half of Americans have been targeted in online shopping scams.
And while 44% of Americans feel about the same as last year, among those whose concern levels have changed over time, the trend is overwhelmingly toward heightened anxiety. Americans expressing greater worry this year outnumber those with less concern 10 to 1.
| Responses | % of respondents |
| A lot more | 19% |
| A little bit more | 32% |
| About the same | 44% |
| A little bit less | 3% |
| Way less | 2% |
Almost 9 in 10 Americans are concerned that AI is helping scammers
44% of Americans say they’re “very concerned” about the threats posed by the use of AI in scams, with another 43% reporting they are “somewhat concerned.”
The proliferation of generative AI has given Americans more reasons than ever to worry about scams.
AI can be used to create realistic product images, payment portals, email links, deepfake videos, and even mimic familiar voices to lure Americans into clicking malicious links and divulging personal data. All of this can be carried out for the low price of a subscription fee by a scammer with no knowledge of coding, design, or writing.
Attackers can also use AI-powered tactics to target retailers. Especially during the busy holiday shopping season, AI could be used to impersonate customers, create fake orders or fraudulent return schemes, or manipulate pricing.
While most Americans report some level of anxiety about digital scams, 3% aren’t sweating it at all. This is the least common answer to the survey, paling in comparison to the 44% of respondents who chose the opposite answer of “very concerned.”
Women and college grads are more likely to be concerned about the use of AI in scams
Some demographics are more likely to report anxiety about the expanding fraud landscape.
For instance, nearly half (49%) of women are "very concerned," compared to only 39% of men.
This means women are about 25% more likely than men to be highly concerned.
Of those who reported they are “not very concerned” or “not concerned at all” about the use of AI in online scams, hacks, and data breaches, men make up the majority. On the whole, men are more likely than women to report low concern about the prevalence of digital fraud.
Education level also plays a role in public concern about AI and scams. Respondents who completed some college are more likely to say they’re “very” or “somewhat” concerned (89%). However, those who never attended college are twice as likely to say they’re not at all concerned about the use of AI in cybercrime.
| Responses | % with some college, or post-grad degree | % who never attended college |
| Very concerned | 44% | 44% |
| Somewhat concerned | 45% | 40% |
| Not very concerned | 9% | 12% |
| Not concerned at all | 2% | 4% |
Residents of southern states report the highest rates of increasing anxiety about digital fraud
Where Americans live is linked to their cyber safety anxiety and whether it is growing. 25% of Southerners reported they are “a lot more” concerned this year compared to last year, a rate almost 80% higher than their Midwestern counterparts—here only 14% are “a lot more” concerned in 2024 vs. 2023.
Northeasterners are the least likely to see their worry subside this year, with no survey respondents saying they worry “way less” about cyber scams than last year.
86% of People Were Concerned about Online Scams During the 2024 Holiday Season
Prior to December 2024, we asked survey respondents if they were more worried about online scams going into the holiday season. As many as 86% said yes.
From public WiFi networks crowded with travelers, retail cart credit card data extractions, and even fraudulent apps that mimic legitimate companies — there are any number of scam tactics that threaten the public during the holiday season. Scammers often take advantage of the bustle and stress of the holiday season to dupe unsuspecting shoppers.
Methodology
This AI scam survey was conducted via Pollfish, with 1200 American respondents, on November 20, 2024. Survey technology includes a representative sample reflecting the demographics of the US across state residence, sex, race, income level, and age.
