Kiwis tighten security as deepfake and phishing threats grow
Fears about AI-powered scams are prompting New Zealanders to rethink how they navigate the digital world, with new BNZ research showing three in five people now scrutinise messages and links more carefully.
A growing number is adding extra verification steps, including 7% who have established family safe words to guard against AI voice-cloning scams.
BNZ’s annual scam survey shows 62% of New Zealanders are more cautious when checking communications, 55% are limiting what they share online, and 50% are fact-checking news to avoid fabricated or AI-generated content.
The findings come as the government introduces new safe harbour legal protections allowing banks, telcos, and digital platforms to disrupt suspected scams more quickly, giving providers more confidence to act without fear of prosecution for accidental over-blocking.
BNZ Head of Fraud Operations Margaret Miller says AI has rapidly become a major fraud concern.
“AI is making scams more sophisticated and harder to spot – from highly personalised phishing emails and fake websites, through to voice cloning and deepfakes used in impersonation scams," Miller said in a media release.
“What makes AI particularly concerning is the scale and speed at which scammers can now operate. They can create convincing content that mimics legitimate organisations or trusted individuals much more easily than before."
Deepfakes and AI-driven phishing top list of concerns
AI-powered phishing is the biggest worry at 64%, followed by deepfakes (58%) and AI voice cloning (53%). Deepfakes generate realistic but fabricated images or videos, while voice cloning can convincingly mimic a person’s speech patterns.
Some Kiwis are introducing additional safeguards.
“7% of New Zealanders have set up family safe words with loved ones – a pre-agreed word or phrase to help verify identity in unexpected situations,” Miller said.
“With AI making it easier to create convincing impersonations, that extra step can be really valuable.”
Fewer Kiwis targeted, but scams shift platforms
The share of New Zealanders targeted by scams has eased from 88% in 2023 to 84% this year, but scam channels continue to evolve. Social media (26%) has overtaken email (22%) as the most common scam vector, a significant shift from 2023 when email dominated at 40%.
“While it’s positive that the percentage of New Zealanders being targeted has declined overall, scammers continue to find new ways to reach people, particularly through social media platforms,” Miller said.
Banks accelerate new anti-scam tools
Banks are responding with more sophisticated protections. BNZ has introduced friction tools within its mobile app to encourage customers to slow down and re-check suspicious actions.
“Scammers are more successful when people are rushing,” Miller said. “We've designed our app to help customers break out of autopilot. Our UX uses cues like pause alerts and switched button placement to prompt a quick double-check at critical moments.”
Customers can also instantly lock their online banking if they suspect fraud.
Across the sector, banks are rolling out a new fraud-intelligence system that identifies mule accounts, freezes funds faster, and warns customers when they attempt to pay high-risk accounts, supporting the government’s push for quicker intervention.
A shared responsibility to stay safe
Miller says scam prevention requires coordinated effort.
“Staying safe from scams is a shared responsibility – individuals, government, banks, social media companies, and telcos all play a part," she said.
“While organisations continue to strengthen their security measures, individuals can make a real difference through simple precautions like verifying unexpected requests, keeping software updated, never sharing personal data or banking credentials, and contacting their bank immediately if something doesn’t feel right.”
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