North Wales residents are being urged to stay alert online as artificial intelligence becomes increasingly embedded in everyday life, but also increasingly exploited by criminals.
The warning comes from a partnership between the charity Get Safe Online, North Wales Police and Crime Commissioner Andy Dunbobbin, and North Wales Police, who are working together to help people across the region understand how to use AI safely and recognise the risks it can pose. The initiative is supported through the Office of the Police and Crime Commissioner and the local force as part of wider efforts to improve online safety awareness.
Artificial intelligence is now widely used in everyday tasks such as writing, research, design and comparing information, and experts say its presence is only going to grow. Tony Neate, Chief Executive of Get Safe Online, said this makes it more important than ever for people to understand how to use it responsibly, stressing that while AI is here to stay, so too are the risks if it is misused or misunderstood.
Cybercrime specialists are warning that scammers are adapting quickly. One of the biggest changes is that many of the traditional warning signs of fraud, such as poor spelling or obvious errors, are disappearing. AI can now generate messages, emails and even fake websites that look polished and professional, making them much harder to identify at first glance. Criminals are also using so-called deepfake technology to create highly realistic audio and video clips, sometimes impersonating well-known figures, influencers or organisations in order to trick people into handing over money or personal details.
Dewi Owen from the North Wales Police Cybercrime Team said this shift means people need to think differently about how they assess risk online. He explained that instead of relying on whether something “looks right”, people should focus on whether it can be independently verified. He advised that anyone receiving an unexpected message or request should always double-check using a trusted source such as an official website or known contact number, rather than relying on the information provided in the message itself.
Officials are encouraging people to pause before reacting to anything that feels urgent or emotional, particularly if it involves money, personal information or investment opportunities. They say criminals often rely on pressure and excitement to cloud judgement, and that taking even a short moment to verify information can prevent someone from becoming a victim.
There are also growing concerns about deepfake content being used to spread misinformation or promote fake investment schemes. These videos and voice recordings can appear convincing, but experts say there are sometimes subtle signs, such as unnatural facial movement, mismatched lighting or slight delays between speech and lip movement. However, they also warn that these indicators are becoming increasingly difficult to detect as the technology improves.
North Wales Police and Crime Commissioner Andy Dunbobbin said artificial intelligence brings clear benefits but also new opportunities for criminals to exploit people. He said it is vital that residents understand both the risks and how to protect themselves, adding that working with partners such as Get Safe Online and North Wales Police ensures people have access to practical, straightforward advice to stay safe online.
The overall message from those involved is simple: treat unexpected contact with caution, verify independently before taking action, and remember that in an age of AI, even seeing and hearing is no longer enough to guarantee something is real.