As part of LSEG Risk Intelligence’s research on global fraud, our new report explores how financial scams are reshaping trust, behaviuor and emotional wellbeing in North America, with a focus on consumers in the United States and Canada. Drawing on a survey of 4,000 people, it examines perceived scam trends, personal exposure, financial losses, and the growing role of AI‑enabled fraud.
Key findings:
- Scams are now a shared reality: 35% of North Americans have been directly targeted and a further 37% know someone who has, rising to 67% of Gen Z and 65% of Millennials.
- Losses are common, especially for younger groups: 34% of those targeted lose money, with Gen Z (46%) and Millennials (42%) more likely to see financial impact.
- AI is making scams more convincing: around 1 in 4 encounter AI‑driven scams (23% images, 19% chatbots), alongside voice clones and deepfakes (18%).
- Being scammed changes behaviour: 98% of victims adapt how they manage payments and personal data, becoming more cautious online.
- The impact goes beyond money: victims report strong emotional effects (58% anger, 36% anxiety), while only 13% fully understand their rights to protection or reimbursement.
Why it matters
As digital engagement continues to expand across North America, consumer fraud is becoming a defining factor in trust. Understanding how scams affect confidence, behaviour and decision making is critical for organisations seeking to protect customers and strengthen fraud prevention strategies across markets.
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