National Trading Standards (NTS) has launched an artificial intelligence (AI) Scam Watchlist, based on NTS intelligence and insight from across the consumer protection landscape. A Censuswide poll of 2,000 UK adults conducted during September 2026 found that 47% said it was becoming harder to tell what is genuine online, while 24% felt overwhelmed by the growing sophistication of scams. The Watchlist identifies AI-enabled techniques including digital humans, deepfake video, AI generated images, voice cloning and AI-generated websites. It also identifies shopping, investment and romance scams among those being made more convincing, personalised and scalable through the use of AI.