Phishing 3.0: Deepfakes Are Changing the Game

Jemma Davis
Feb 17
2 min read

Cybercriminals aren’t just sending dodgy emails anymore. They’re using AI to fake voices, clone faces, and create entire conversations. That urgent video call from your boss? Could be a scam. The voicemail from a supplier chasing payment? Also fake.

Deepfakes aren’t just for political hoaxes or TikTok videos. They’re the newest tool in phishing attacks, and they’re already costing businesses millions.

Why Deepfake Phishing Works

Old-school phishing relied on convincing emails and fake login pages. Now, attackers are hijacking voices and video to add a layer of "proof" that’s hard to question.

AI voice cloning copies someone’s speech patterns from just a short clip.
Face-swapping tech creates fake videos of real people.
Real-time deepfakes let scammers hold live video calls, posing as trusted contacts.

Imagine getting a call from your CEO saying, "Approve the payment. I’ll explain later." It sounds exactly like them. The video looks right. You’d trust it, right?

Deepfake Scams Are Already Happening

The Fake CEO Call: A UK company lost £200,000 when a finance employee received a deepfake voice message from their "CEO."
Fake Zoom Meetings: Criminals have used AI to mimic entire teams, tricking employees into transferring funds.
Family Impersonation: Scammers clone voices to pose as relatives in distress, asking for urgent financial help.

How to Spot a Deepfake Scam

Watch for slight delays or odd phrasing. AI-generated voices sometimes take longer to respond in live calls.
Be suspicious of urgent video or voice messages. If something feels rushed, verify it through another channel.
Never trust voice alone for financial approvals. Always double-check requests through a secondary method.

How Businesses Can Fight Back

Use multi-factor authentication. If AI can fake a voice, it won’t matter if extra security steps are in place.
Train teams on deepfake threats. Awareness is the first line of defence.
Leverage AI detection tools. Some security platforms can flag manipulated audio and video.

Final Thought

Deepfake phishing attacks aren’t the future. They’re already here. If you’re only looking out for fake emails, you’re missing the real threat. The best defence? Question what you see and hear, and always verify before you act.