New year, new goals — and new risks

2 minute read

January is a time for fresh starts.

Whether it’s getting fit, saving more, or improving wellbeing, millions of us set resolutions and look for quick wins. But scammers know this too — and they’re using artificial intelligence (AI) to make their traps harder to spot.

AI isn’t just powering helpful tools; it’s also being used by fraudsters to create convincing adverts and fake subscription services. These scams often target people when they’re most motivated to act, using behavioural profiling to make offers feel personal and urgent.

Why scams are getting smarter

AI tools can generate professional-looking adverts in seconds. They mimic the tone of trusted brands, use persuasive language, and even tailor messages based on your online behaviour. This is called behavioural profiling — analysing what you click, search and share to predict what will tempt you.

The result? Ads and subscription offers that feel credible and relevant. Common examples include:

Fake fitness apps promising rapid results
“Exclusive” investment tips with guaranteed returns
Wellness subscriptions that never deliver

These scams exploit good intentions and the desire for quick progress — making them particularly dangerous at the start of the year.

Red flags to watch for

Even the most convincing scam leaves clues. Here’s what to look out for:

The result? Ads and subscription offers that feel credible and relevant. Common examples include:

Too good to be true: Unrealistic promises like “double your money in a week” or “lose 10 pounds in 10 days”.
Pressure tactics: Countdown timers, “limited spots”, or urgent language pushing you to act fast.
Unverified sources: Ads linking to unfamiliar websites or asking for payment details upfront.
Poor transparency: No clear company information, vague terms and conditions, or hidden cancellation policies.

How to protect yourself

Pause before you click: If an offer feels urgent, take a moment to check its legitimacy.
Research the provider: Look for official websites, reviews, and contact details.
Use trusted platforms: Download apps from official stores and avoid links in unsolicited ads.
Stay informed: Scammers evolve quickly — knowing the latest tactics is your best defence.

Why this matters for your financial wellbeing

Fraud doesn’t just cost money — it can damage confidence and delay progress towards your goals. At Quilter, we believe informed decisions are the foundation of financial security. Staying alert to AI-driven scams is part of that journey.

What to do if you’re concerned

Talk to someone: Get a second opinion from a friend or family member. If something feels off, trust your instincts.
Report it: Contact Report Fraud (0300 123 2040) or Police Scotland if you live there. You can also speak to your bank; some victims may be eligible for refunds under APP fraud protections.
Get support: Emotional support is available if you’ve been affected. You’re not alone, and reporting the fraud can help prevent others from falling victim.