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A Malwarebytes report **•** 2026 # Face Value: How AI is reshaping trust, identity, and scams 17 min**•** Published June 2026 17 min**•** Published June 2026 ## A counterfeit world is coming online. It’s powered by AI. Most people welcome AI tools—using them to write eulogies, fix dating profiles, clean up resumes. And yet caution remains high, as AI’s users are also its victims, navigating fake websites, fake products, fake videos, fake voices, even fake people. Fraud, it appears, may overtake fact. This report explores the help, the harm, and the humans forced to keep up. What’s inside 01. Reality breakdown 02. The AI scam revolution 03. Pulling back, not gearing up 04. AI is redefining moral standards CHAPTER 01 ## Reality breakdown ## Nearly 9 in 10 can’t tell what’s real from AI anymore AI is casting doubt into everything we see. Once a trusted medium to show the truth, nearly everyone now says video evidence isn’t proof. Scammers are exploiting every crack, using AI to further blur the line between real and fake. Last year, 66% said it’s hard to tell scams apart from the real thing. Now, 85% agree. These findings hold across every region, age group, and level of AI use. * * * US survey respondent ### “Seeing more and more sophisticated fake posts on social media makes me think we’re quickly approaching a post-truth reality.” YEAR OVER YEAR ## The “I can’t tell anymore” curve is swelling 2025 said scams were hard to spot 2026 say the same thing now CHAPTER 02 ## The AI scam revolution ## 50% have encountered an AI-driven scam Image and video manipulation, voice cloning, and deepfakes have made it increasingly difficult for people to spot a scam. Scammers are using AI to exploit personal data and trusted relationships, driving widespread fear of personal identity harm. Nearly one in five adults have experienced this already; one in ten say they’ve had explicit images generated without their consent. ## How AI scams arrive Share of adults who’ve encountered each form in the past 12 months Received a personalized scam message 24% Been misled by AI-generated photos or product reviews 22% Had their identity manipulated by AI 19% Received a voice-cloned call from someone they knew 16% DACH survey respondent ### “I received a call that sounded like a familiar person but was generated by AI. It was very frightening. Since then, I am much more cautious with unknown numbers and no longer immediately trust voice messages.” Exposure is highest among Gen Z at 67% (vs. 51% Millennials, 46% Gen X, and 30% Boomers and older), and higher in the scam prone US (56% vs. 48% UK and 47% DACH). GEN Z IS THE MOST EXPOSED ## 1 in 3 ## Gen Z adults have experienced AI-fueled identity abuse in the past year. One in five have been impersonated. One in seven have had explicit AI-generated content created of them without consent—and just as many have had someone threaten to do so. Gen Z respondent “I had someone make fake nudes of me using AI on my photos from my social media and threaten to post them.” ## The shape of identity harm 19% of all adults have experienced at least one of the below. For Gen Z, it’s 30%. Been impersonated online 11% Had images / videos manipulated by AI without permission 10% Had someone threaten to release AI-generated explicit content 10% Had AI generate sexually explicit content of them without permission 10% CHAPTER 03 ## Pulling back, not gearing up ## 65% are stepping outside As trust erodes due to AI threats, more than three in five are reacting by retreating—using social media less, removing old content, and posting less about themselves and their children. Yet while many fear how AI can be used against them, few are implementing AI-specific protective behaviors, and one in three have started ignoring security warnings altogether. Why ## Reasons people are sharing less online Worry about deepfakes / manipulation 24% Concerned content can be used for scams / impersonation 22% Want more in-person connection 19% Worried about scams and fraud generally (US: 53%) 16% But ## Fear doesn’t translate to action 81% are worried about having their family’s likeness stolen 18% have created a family code word * * * 67% are worried about having their voice cloned 19% have turned off voicemail recording * * * 77% worry about harm to their reputation 18% have done any data removal requests * * * 74% worry about their photos being misused 14% have watermarked their photos feel they have limited control over how AI affects their data or identity feel overwhelmed with trying to keep up with AI risks trust AI companies not to misuse their data WHY PEOPLE ARE PULLING BACK ## 69% ## would pay more to talk to a human Across every region and age group, the human voice still wins. Nearly half of those scaling back say it’s because they want more in-person connection. US survey respondent ****“I think AI can be used for good, but we need regulations on it.”**** CHAPTER 04 ## AI is redefining moral standards ## 1 in 3 daily AI users say it’s okay to generate non-consensual nudes The rules around AI are being written in real time, and they’re evolving quickly. Nearly one in five think it’s okay to date an AI chatbot. Nearly half say it’s okay to use AI for deeply personal tasks like writing wedding vows. Many use cases that are acceptable are in direct contradiction of what people fear from AI. ## What people now think is “okay.” creating non-consensual explicit images (for personal use only) being in a romantic relationship with an AI chatbot creating explicit images of people they don’t know imitating someone’s voice / appearance for personal use THE CONTRADICTION ## The tools people fear are the tools they’re using They fear… Experiencing a deepfake 74% Being deceived by an AI-manipulated identity 67% …yet say it’s okay to use AI to… Edit / stylize their photos 43% Improve a dating profile 34% Imitate voice or appearance for personal use 32% ## “It’s just another tool.” Nearly two-thirds say using AI for writing is no different than spellcheck. More than half say using AI for work is no different than Google. think using AI for writing is the same as using spellcheck think using AI for work / school is the same as using Google think it’s okay to use AI for work or school think it’s okay to submit AI work as their own NO TASK TOO PERSONAL ## 47% ## say it’s okay to use AI to draft messages to a loved one. And 45% say using AI is acceptable for wedding vows or eulogies—tasks that would have been edge cases not long ago. ****45% say it’s okay to use AI for personal emotional tasks (like writing wedding vows or a eulogy)**** The pulse ### People feel two ways at once Nearly half of adults simultaneously hold positive and negative feelings about AI, including the most active users. The benefits are real, but so are the risks. People are using AI more, accepting more of its use cases, and fearing it more—all at the same time. Only negative Both positive and negative Only positive ### Four in five worry about how AI will affect future generations YOUR VOICE, BODY, CHOICES, AND AGENCY ## Where do we go from here? In just a few years, the public has flocked to AI’s infinite answer machine. The one question people still don’t have an answer for is how to stay safe from its impact. Many have chosen digital retreat—an understandable but imperfect solution. The internet now requires assistance. We hope people know it’s safe to ask. YOUR VOICE, BODY, CHOICES, AND AGENCY ## Where do we go from here? In just a few years, the public has flocked to AI’s infinite answer machine. The one question people still don’t have an answer for is how to stay safe from its impact. Many have chosen digital retreat—an understandable but imperfect solution. The internet now requires assistance. We hope people know it’s safe to ask. WHAT MALWAREBYTES IS DOING ABOUT IT ## Meeting AI’s threats Our AI-fueled defense paired with human expertise is core to **Malwarebytes Premium Security** , **Malwarebytes Mobile Security** and **Browser Guard** , providing cutting-edge protection from modern threats. Embedded within our mobile and desktop solutions, **Scam Guard** is our scam detector that combines the ease of an AI-chat bot with our decades of threat intelligence, providing quick input and expert guidance on scams. We’ve even incorporated our threat intelligence into ChatGPT to help people spot scams no matter the platform they use. Simply ask @Malwarebytes if something is a scam. METHODOLOGY ## How we ran the survey Malwarebytes conducted this research using an online survey prepared by an independent research consultant and distributed via Forsta among 1,500 adults age 18+ in the United States, UK, Austria, Germany, and Switzerland(DACH). The sample was balanced for gender, age, geography, and race, and weighted to provide a balanced view. Data was collected March 1–17, 2026. All verbatim quotes have been anonymized and are used solely for illustrative research purposes; all responses are handled in accordance with GDPR. SHARE THIS REPORT ## Tell someone who needs it * Share on X (Opens in new window)X * Share on LinkedIn (Opens in new window)LinkedIn * Share on Facebook (Opens in new window)Facebook * Share on WhatsApp (Opens in new window)WhatsApp https://www.malwarebytes.com/ai-scams