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AI can make phishing messages more polished and personal, and can help create convincing voice or video impersonations. But the underlying scam is the same: someone uses a false identity or story to pressure you into clicking, paying, or revealing information. Spelling mistakes—and a familiar-sounding voice—are not reliable tests. When a request is unexpected, verify it through a separate channel you already trust.
What’s different about AI phishing?
Traditional phishing commonly impersonates a business, colleague, or family member and asks you to click a link, open an attachment, pay, or disclose sensitive information. AI can improve the apparent quality of the message or help tailor it to the target. It can also be used to create voice or video impersonations. The FBI describes these capabilities in its AI guidance and has documented a campaign impersonating senior U.S. officials.
AI changes how convincing the pretext can look or sound; it does not change the basic request or make every phishing attempt AI-generated. The cited federal sources describe capabilities and examples, not a general success rate proving AI phishing works better than traditional phishing.
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| What to compare | Traditional phishing | AI-enabled possibilities | Your response |
|---|---|---|---|
| Message quality | May use generic wording, suspicious links, odd sender details, or errors; some messages can still look convincing. | Generative tools can produce polished or tailored wording. | Do not treat good grammar as proof. Check the sender and destination, then verify the request independently. |
| Impersonation | A spoofed business, colleague, or family contact. | A message may be paired with cloned voice or synthetic visual material. | Contact the person using a known number or another separate trusted channel. |
| Requested action | Click, open, pay, share information, or enter credentials. | The same actions, potentially supported by a more credible pretext. | Do not use links or contact details in the suspicious message. |
| Account defense | MFA, updates, security software, and careful handling help reduce risk. | The same controls remain useful; AI does not remove the need for basic defenses. | Use MFA and current software. Never give a one-time code to a caller or texter. |
How to recognize phishing
Look at what the message asks you to do and how it reaches you—not just whether it sounds plausible. The FTC and CISA identify suspicious links, mismatched sender details, and pressure to act as warning signs. A polished message can still be a scam.
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- An unexpected request: A message says an account is locked, a payment is overdue, or details must be confirmed. Do not follow its link or open its attachment. Go to the service’s known website or call a number from a trusted source instead. The FTC’s phishing guidance recommends this kind of independent check.
- Urgency or pressure: A demand to pay or act immediately—or risk a consequence—is a reason to pause and verify, not a reason to skip verification. The FTC’s small-business cybersecurity guidance also flags pressure as a common tactic.
- Sender or destination mismatch: Check the full email address, phone number, or web address for subtle differences from the genuine source. A familiar display name alone is not authentication. The FBI’s spoofing and phishing guidance and CISA’s phishing security postcard explain these warning signs.
- A familiar voice or video asking for something unusual: Do not rely on listening or watching to authenticate the person. Call a number you obtained independently or contact them in a separate trusted conversation. The FBI campaign alert warns that impersonation attempts can use messaging and voice techniques.
- A request for a password or MFA code: Do not send a one-time authentication code to someone who contacts you. The FBI specifically warns against providing two-factor codes over email, SMS/MMS, or encrypted messaging apps.
How to verify an unexpected request
- Stop before acting. Do not click, open, pay, reply with sensitive information, or share a code while you are unsure.
- Find a separate route to the person or organization. Use a website you already know is genuine, a phone number from a statement or official directory, or a separate conversation with the person. Do not rely on a number, link, or reply address in the suspicious message.
- Ask whether the request is real. Describe the action being requested and confirm it directly. For a voice or video request from someone you know, initiate contact yourself through a familiar channel.
- Proceed only after confirmation. If you cannot verify it, do not send money or information. Report the message through the relevant service or to the authorities listed below.
The FTC notes that phishing can be difficult to spot and recommends independent verification in its December 2024 consumer alert. In 2025, the FBI also warned that people impersonating senior U.S. officials used messaging campaigns and advised recipients not to share two-factor codes.
How to protect yourself from phishing attacks
For individuals
- Use multi-factor authentication (MFA) on important accounts. A hardware security key is one possible MFA factor; it strengthens account authentication but does not detect AI or phishing messages. Check that the key works with your devices and services before choosing one. The FTC discusses MFA options, and CISA recommends using MFA.
- Keep your phone, computer, apps, and security software up to date. Updates and security software help address device and software risks but cannot verify a request on your behalf.
- Back up important data so you have a recovery option if a device or account is compromised.
- Limit public details that could help someone guess passwords or impersonate a relative.
- Use a known website or number to contact a business rather than the details supplied in an unexpected message.
For organizations
- Pair regular employee education with technical controls that reduce phishing and social-engineering messages. The FBI recommends exploring technical solutions alongside employee education.
- Use email authentication to make it harder for scammers to spoof your business’s email. The FTC includes email authentication among its small-business cybersecurity recommendations.
- Set a separate verification procedure for sensitive requests such as payments or credential changes, so approval does not depend only on a plausible-looking email or familiar-sounding voice.
No single measure makes a person or organization immune. These safeguards reduce different parts of the risk: authentication helps protect accounts, updates and backups support device security and recovery, and independent verification helps catch deceptive requests.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What to do if you clicked or shared information
Respond based on what happened. The FTC’s phishing guidance recommends steps tailored to the information exposed. If you shared identity information, use IdentityTheft.gov for recovery guidance. If a link may have downloaded software, update your security software and run a scan.
Report phishing emails to the Anti-Phishing Working Group and the FTC. Forward phishing texts to 7726, then report them to the FTC. The FTC also notes that email was the top method scammers used to contact people in 2024 in its April 2025 alert; that statistic does not establish how common AI phishing is compared with traditional phishing.
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