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Criminals are increasingly using artificial intelligence to enhance scams, prompting warnings for consumers to be cautious about their purchases. The UK's Trading Standards Authority has created a guide to help identify potential scams online. Fraudsters are creating fake websites that mimic legitimate businesses, often leading to non-delivery of products or cheap imitations. AI-generated images, voice cloning, and deepfake videos are common tactics used to deceive individuals into giving money. The authority has outlined various scams, including cloned websites, romantic scams utilizing AI, and sophisticated phishing attempts. Traditional methods of spotting scams may no longer be effective due to AI advancements, emphasizing the need for vigilance and thorough verification before making transactions.