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Young people looking for love are returning to “old-fashioned” person to person meetings as they increasingly give dating apps the cold shoulder. With concerns over AI deepfake romance scams exploding, Gen Z singles are ‘swiping left’ on efforts to find a partner. A new study by Barclays for the Daily Express has found that 56% of Gen Z singles are prioritising meeting a partner in-person as romance scams become more sophisticated
And 66% of UK adults say AI tools are making online dating scams more difficult to detect with over half concerned about voice or image impersonation The data shows victims of romance scams lost £7,000 each on average in 2025 with 84% demanding 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 digital safety specialists This shows seven in 10 (67%) reports of romance scams originated on dating sites and social media platforms in 2025. This comes as two-thirds (66%) 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.
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With Valentine’s Day this weekend, security experts at the bank are reminding those looking for love to stay alert and take extra care when speaking to someone they’ve only met online.
They say one in five UK adults have been targeted by a romance scam, or know someone who has, whilst 40% of those personally targeted have lost money as a result.
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 the criminals endeavours.
Potential victims say AI is making scams harder to spot and a majority are not confident they could spot the use of voice cloning technology, fake images and videos. These are tools often used by scammers to “catfish” convincingly, or conceal their identity.
Half (53% ) are also concerned about scammers using their voice or image to impersonate them, rising to six in 10 for Gen Z (62 per cent).
But in response half of 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%) overall are now more reluctant to date online due to AI advancements.
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Romance Scam. (Image: Getty Images/iStockphoto)
In an apparent reversal of a trend towards dating apps in recent years, 56 % 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% average across generations.
Support for scam intervention on dating platforms
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An overwhelming majority of UK adults (84% ) believe tech companies should do more to prevent scams from taking place on their platforms. With seven in 10 (67%) reported romance scams originating on dating and social media sites according to Barclays data, four in 10 (38%) would like to see these platforms introducing a warning if a ‘match’ asks for money, meanwhile, 30% clear labels and warnings about AI-generated content.
Of those who lost money to a romance scam, 24% said they were feeling lonely when they were contacted, while 21% said they felt under pressure because the scammer created a sense of urgency. The same proportion said the scammer shared personal stories and photos to build a false sense of trust.
The most romantic weekend of the year is upon us (Image: Getty Images/iStockphoto)
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.”
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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.
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