Deepfakes, Scams, and the Age of Paranoia

WIRED

12-05-2025

May 12, 2025 6:00 AM As AI-driven fraud becomes increasingly common, more people feel the need to verify every interaction they have online. Photo-Illustration:These days, when Nicole Yelland receives a meeting request from someone she doesn't already know, she conducts a multi-step background check before deciding whether to accept. Yelland, who works in public relations for a Detroit-based non-profit, says she'll run the person's information through Spokeo, a personal data aggregator that she pays a monthly subscription fee to use. If the contact claims to speak Spanish, Yelland says, she will casually test their ability to understand and translate trickier phrases. If something doesn't quite seem right, she'll ask the person to join a Microsoft Teams call—with their camera on.
If Yelland sounds paranoid, that's because she is. In January, before she started her current non-profit role, Yelland says she got roped into an elaborate scam targeting job seekers. 'Now, I do the whole verification rigamarole any time someone reaches out to me,' she tells WIRED.
Digital imposter scams aren't new; messaging platforms, social media sites, and dating apps have long been rife with fakery. In a time when remote work and distributed teams have become commonplace, professional communications channels are no longer safe, either. The same artificial intelligence tools that tech companies promise will boost worker productivity are also making it easier for criminals and fraudsters to construct fake personas in seconds.
On LinkedIn, it can be hard to distinguish a slightly touched-up headshot of a real person from a too-polished, AI-generated facsimile. Deepfake videos are getting so good that longtime email scammers are pivoting to impersonating people on live video calls. According to the US Federal Trade Commission, reports of job and employment related scams nearly tripled from 2020 to 2024, and actual losses from those scams have increased from $90 million to $500 million.
Yelland says the scammers that approached her back in January were impersonating a real company, one with a legitimate product. The 'hiring manager' she corresponded with over email also seemed legit, even sharing a slide deck outlining the responsibilities of the role they were advertising. But during the first video interview, Yelland says, the scammers refused to turn their cameras on during a Microsoft Teams meeting and made unusual requests for detailed personal information, including her driver's license number. Realizing she'd been duped, Yelland slammed her laptop shut.
These kinds of schemes have become so widespread that AI startups have emerged promising to detect other AI-enabled deepfakes, including GetReal Labs, and Reality Defender. OpenAI CEO Sam Altman also runs an identity-verification startup called Tools for Humanity, which makes eye-scanning devices that capture a person's biometric data, create a unique identifier for their identity, and store that information on the blockchain. The whole idea behind it is proving 'personhood,' or that someone is a real human. (Lots of people working on blockchain technology say that blockchain is the solution for identity verification.)
But some corporate professionals are turning instead to old-fashioned social engineering techniques to verify every fishy-seeming interaction they have. Welcome to the Age of Paranoia, when someone might ask you to send them an email while you're mid-conversation on the phone, slide into your Instagram DMs to ensure the LinkedIn message you sent was really from you, or request you text a selfie with a timestamp, proving you are who you claim to be. Some colleagues say they even share code words with each other, so they have a way to ensure they're not being misled if an encounter feels off.
'What's funny is, the low-fi approach works,' says Daniel Goldman, a blockchain software engineer and former startup founder. Goldman says he began changing his own behavior after he heard a prominent figure in the crypto world had been convincingly deepfaked on a video call. 'It put the fear of god in me,' he says. Afterwards, he warned his family and friends that even if they hear what they believe is his voice or see him on a video call asking for something concrete—like money or an internet password—they should hang up and email him first before doing anything.
Ken Schumacher, founder of the recruitment verification service Ropes, says he's worked with hiring managers who ask job candidates rapid-fire questions about the city where they claim to live on their resume, such as their favorite coffee shops and places to hang out. If the applicant is actually based in that geographic region, Schumacher says, they should be able to respond quickly with accurate details.
Another verification tactic some people use, Schumacher says, is what he calls the 'phone camera trick.' If someone suspects the person they're talking to over video chat is being deceitful, they can ask them to hold up their phone camera to their laptop. The idea is to verify whether the individual may be running deepfake technology on their computer, obscuring their true identity or surroundings. But it's safe to say this approach can also be off-putting: Honest job candidates may be hesitant to show off the inside of their homes or offices, or worry a hiring manager is trying to learn details about their personal lives.
'Everyone is on edge and wary of each other now,' Schumacher says.
While turning yourself into a human captcha may be a fairly effective approach to operational security, even the most paranoid admit these checks create an atmosphere of distrust before two parties have even had the chance to really connect. They can also be a huge time suck. 'I feel like something's gotta give,' Yelland says. 'I'm wasting so much time at work just trying to figure out if people are real.'
Jessica Eise, an assistant professor studying climate change and social behavior at Indiana University-Bloomington, says that her research team has been forced to essentially become digital forensics experts, due to the amount of fraudsters who respond to ads for paid virtual surveys. (Scammers aren't as interested in the unpaid surveys, unsurprisingly.) If the research project is federally funded, all of the online participants have to be over the age of 18 and living in the US.
'My team would check time stamps for when participants answered emails, and if the timing was suspicious, we could guess they might be in a different time zone,' Eise says. 'Then we'd look for other clues we came to recognize, like certain formats of email address or incoherent demographic data.'
Eise says the amount of time her team spent screening people was 'exorbitant,' and that they've now shrunk the size of the cohort for each study and have turned to 'snowball sampling' or having recruiting people they know personally to join their studies. The researchers are also handing out more physical flyers to solicit participants in person. 'We care a lot about making sure that our data has integrity, that we're studying who we say we're trying to study,' she says. 'I don't think there's an easy solution to this.'
Barring any widespread technical solution, a little common sense can go a long way in spotting bad actors. Yelland shared with me the slide deck that she received as part of the fake job pitch. At first glance, it seemed like legit pitch, but when she looked at it again, a few details stood out. The job promised to pay substantially more than the average salary for a similar role in her location, and offered unlimited vacation time, generous paid parental leave, and fully-covered health care benefits. In today's job environment, that might have been the biggest tipoff of all that it was a scam.