North Wales Police and Get Safe Online Launch AI Safety Campaign to Counter Deepfake Scams

Context Artificial intelligence tools are now embedded in everyday tasks such as writing, design, and research. Criminals are exploiting the same technology to create convincing fake audio, video, and messages that bypass traditional scam indicators like poor grammar.

Key Facts Tony Neate, CEO of Get Safe Online, said AI is a permanent part of daily life and stressed the need for safe and responsible use. Andy Dunbobbin, North Wales Police and Crime Commissioner, said the partnership aims to give residents clear advice on AI risks as part of his crime‑tackling plan. Dewi Owen of North Wales Police’s cybercrime team warned that AI removes classic scam warning signs and urged people to verify contacts independently rather than rely on appearance.

What It Means The campaign advises the public to pause before responding to unsolicited messages, check for subtle inconsistencies, and confirm identities through separate channels. For security teams, the effort highlights the growing need to update user‑awareness training to include AI‑specific threats and to promote verification habits. Defenders should consider adding deepfake detection tools to email gateways, sharing MITRE ATT&CK technique T1566.002 (Phishing: Spearphishing Link) updates, and conducting regular tabletop exercises that simulate AI‑generated impersonation attacks.

Watch for upcoming guidance from Get Safe Online on spotting synthetic media and any expansion of similar partnerships across other UK police regions.