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Part of Fraud and consumer protection

Artificial intelligence consumer tips

How consumers can protect themselves from artificial intelligence (AI) scams.

Overview

AI is being used more and more by both businesses and scammers. Because of this, it can be harder for consumers to tell if a deal is real, if a business website is legitimate or if online reviews are written by real people.

AI can also give false or misleading information. This can happen when a real business or scammer  uses AI to create fake images, websites, documents or messages. However, there are steps you can take to protect yourself.

Consumer protection

Even when a business uses AI, the Consumer Protection Act still applies. A business can be held responsible if:

  • it uses AI that gives misleading or deceptive information, or 
  • it takes part in unfair practices during a consumer transaction

In cases where the misleading information comes from AI that is not used or offered by the business you are dealing with, the Consumer Protection Act may not apply. A business is not responsible for mistakes made by someone else’s use of AI.

Safe AI use

Consumers use AI for things like recommendations, research, advice and entertainment. Businesses also use AI to answer questions, create ads, prepare contracts and more. When AI is involved in a consumer interaction, there can be risks.

Keep the following tips in mind when using or dealing with AI-assisted advertising or chatbots:

  • Protect your personal information

    • Assume that anything you share with AI is not private.
    • Do not share sensitive personal or financial information.

  • Understand AI's limits

    • AI’s answers depend on the information it has. If the topic is complex, competitive or has legal rules, it may give the wrong advice. 
      • For example, AI may suggest withholding payment from a contractor if you are unhappy, even though this could break a contract and lead to legal trouble.
    • If you ask the wrong question, you may not get the information you need. 
      • For example, AI might say a business does not need one specific licence, but not mention other licences that are required.
    • AI can hallucinate, meaning it can make up false or misleading information.

  • Check the source

  • Use AI carefully

    • Using AI can be a helpful, but do not rely on it alone.
    • Asking the same question in a different way may give a different answer. 
      • For example: “Can I eat this mushroom?” versus “Is this mushroom poisonous?”
    • For important decisions or anything involving money, cross-reference AI answers with another source.
    • Consider getting legal or expert advice for major purchases.
    • Do not rely on AI generated documents for important matters.
    • If you want to know how a business uses AI, you can ask them.
       

AI scams

AI has made scams easier to do and more realistic. Scammers can use it to:

  • create fake videos of public figures
  • copy the voice of someone you know
  • build realistic looking fake websites
  • write fake reviews that sound real
  • create convincing false documents

Always be cautious when you receive unexpected calls, messages or offers, or when dealing with a business or person online for the first time.

Common AI based scams

  • Impersonation: Fake videos of public figures promoting false products or investments
  • Voice cloning: AI copying someone’s voice to trick you using fake caller IDs
  • Fake websites: Real looking websites for fake businesses or products
  • Fake reviews: AI written reviews meant to mislead consumers

How to protect yourself

  • Limit how much personal information you share online. Less information makes it harder for scammers to target you.
  • Always double check offers and requests. 
    • If something sounds too good to be true, it usually is.
    • Legitimate businesses and financial institutions follow strict rules about when they contact consumers and what information they ask for.
    • If you get an urgent message about money or account security, find the official website and contact customer support directly.
  • Do not let yourself be rushed. Scammers rely on fear, pressure and deception. 
    • Canadian governments and businesses do not demand payment in cryptocurrency or gift cards.
    • Talk to a trusted friend or family member before acting on emails or websites.
    • Be cautious if someone claiming to be a family member asks for money or personal information. AI may be used to copy their voice.
  • Protect your accounts. 
    • Use strong passwords and never share them.
    • Use multi factor identification when available.
  • Look closely at emails. 
    • Watch for spelling mistakes, strange email addresses, or greetings like “Dear Consumer.”

Report suspicious content

If you come across misleading AI generated content or believe you’ve found a scam: