AI deepfake concerns see Gen Z ‘swiping left’ on dating apps

• 56 per cent of Gen Z singles are prioritising meeting a partner in-person as romance scams become more sophisticated
• 66 per cent of UK adults say AI tools are making online dating scams more difficult to detect with 53 per cent concerned about voice or image impersonation
• Barclays claim data shows victims of romance scams lost £7,000 each on average in 2025
• 84 per cent want tech companies to do more to stop scams at source
• The Barclays Scams Bulletin tracks scam trends across personal and business accounts, with expert advice from Barclays digital safety specialists

Barclays scam claim data shows seven in 10 (67 per cent) reports of romance scams originated on dating sites and social media platforms in 2025. This comes as two thirds (66 per cent) of UK adults believe AI technology is making romance scams harder to detect, with scammers using new tools to appear more convincing and dupe victims. Ahead of Valentine's Day, Barclays is reminding those looking for love to stay alert and take extra care when speaking to someone they've only met online.

One in five UK adults (18 per cent) have been targeted by a romance scam, or know someone who has. Two fifths (40 per cent) of those personally targeted lost money as a result, with Barclays proprietary data showing the average amount lost to a romance scam in 2025 was £7,000. Romance scam victims said they had been communicating with the scammer for seven months on average, before they were asked for money, demonstrating the long-term nature of these types of scams.

Gen Z daters are going 'old school', opting for in-person meetings

Four in five (78 per cent) say AI is making scams harder to spot, while 66 per cent believe it's making romance scams specifically more convincing. Two fifths (44 per cent) are not confident they could spot the use of voice cloning technology (42 per cent) or fake images and videos (41 per cent) -tools often used by scammers to "catfish" convincingly, or conceal their identity. Half (53 per cent) are also concerned about scammers using their voice or image to impersonate them, rising to six in 10 for Gen Z (62 per cent).

One in two (48 per cent) Gen Z singletons say AI scam concerns have changed how they date online - almost double the 25 per cent national average - while two fifths (39 per cent) overall are now more reluctant to date online due to AI advancements. In an apparent reversal of a trend towards dating apps in recent years, 56 per cent of Gen Z singles say they're focusing on meeting a partner in real life, rather than via online dating - significantly higher than the 42 per cent average across generations.

Support for scam intervention on dating platforms

An overwhelming majority of UK adults (84 per cent) believe tech companies should do more to prevent scams from taking place on their platforms. With seven in 10 (67 per cent) reported romance scams originating on dating and social media sites according to Barclays data, four in 10 (38 per cent) would like to see these platforms introducing a warning if a 'match' asks for money, meanwhile, 30 per cent support clear labels and warnings about AI-generated content.

Of those who lost money to a romance scam, 24 per cent said they were feeling lonely when they were contacted, while 21 per cent said they felt under pressure because the scammer created a sense of urgency. The same proportion (21 per cent) said the scammer shared personal stories and photos to build a false sense of trust.

Kirsty Adams, Fraud & Scams Expert at Barclays, says: "AI has raised the stakes in romance scams. People are finding it increasingly difficult to tell real from fake, and many now fear having their own voice or face 'cloned' by romance scammers. Gen Z daters are changing tack and focussing on meeting someone in-person, in a return to the 'old school' approach. If you do choose to date online, my advice is keep an eye out for red flags, and never send money to someone you have not met. If anything feels off, stop, speak to someone you trust, and report it."

Kirsty Adams shares her SAFE guidelines to help singletons stay alert and avoid falling victim to romance scams:

S - Stay on the platform
Pause before you move a conversation onto private channels. If you feel rushed to switch platforms or to keep the relationship secret, stop and reassess.

A - Ask someone you trust
Romance scammers often isolate victims by creating urgency or shame. If something doesn't feel right - especially if money or investment opportunities come up - talk it through with a friend or family member. Do not rely on a quick video or voice call as proof of identity.

F - Flag money requests
Treat any request for money - bank transfer, gift cards, crypto - as a red flag. Be wary of stories that explain away why they can't meet or urge you to act quickly. Genuine connections wouldn't ask for cash or pressure you to hide conversations from people you trust.

E - Exit safely and report
If you have been asked for money or something feels wrong, end the chat and report the profile in the app. If you've sent any funds or shared sensitive details, contact your bank straight away and make a report to Report Fraud (police) online or by phone.

For more information and advice on how to stay protected from fraud and scams, visit: barclays.co.uk/scams.

Notes to Editors

For more information, please contact Charlie Dart at [email protected].

The scams figures in this release are based on Barclays current account customer data from January 2025 - December 2025.

The consumer research was carried out between 30^th January-4^th February 2026 by Opinium on behalf of Barclays. There were 2,000 UK respondents, providing a representative sample of this group by gender and region. Opinium adheres to Market Research Society (MRS) standards for respondent verification and transparency. All respondents were verified through Opinium's rigorous identity validation and data quality processes.

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