As artificial intelligence (AI) technology becomes more sophisticated, scammers are taking advantage of its capabilities to produce realistic-looking images, audio, and videos.

This trend has raised concerns about the spread of misinformation and deception.

Kristin Matthews, Marketing & Communications Manager at Better Business Bureau Atlantic, says people should be vigilant in identifying AI-generated content to protect themselves from falling victim to scams. Especially now that scammers are able to copy voices of loved ones from social media which adds a new level of believability to scams.

To identify AI-generated images, she says to look for high-resolution images and zoom in to find inconsistencies, check for asymmetry and physical abnormalities, and observe any strange textures or glossy effects.

For AI-generated videos, Matthews says to watch for odd shadows, blurs, or light flickers, unnatural body language, and listen to the audio for irregularities. To verify a photo or video’s authenticity, she states to check the source and conduct a reverse image search.

Matthews says AI technology is constantly evolving, so mistakes that scammers usually make will show up less and less.

She states it’s important for people to equip themselves with the digital literacy knowledge to identify these types of things and realize that no longer seeing is believing. Matthews says it’s important to realize AI technology will continue to evolve and improve so these tips to protect yourself will also change as time goes on. These videos and pictures exist so she encourages people to fact-check and scrutinize content before believing or sharing it.