The new rules of online dating: Swipes, scams, and synthetic charm
As AI transforms how we flirt, connect, and get conned, here’s how to protect your heart—and your money.
Online dating has entered a new era powered by artificial intelligence. From AI-written messages to deepfake profiles and cloned voices, romance has never felt more high-tech – or more high-risk.
According to the 2026 Norton Insights Report: Artificial Intimacy, nearly half of current online daters in the US report they have been targeted by a dating scam, with 74% of them falling victim. This is also reflected in real-world attack data. The Gen Threat Report, based on global telemetry, found that over 17 million dating scam attacks were blocked in Q4 2025, which is an over 19% increase from 2024.
And while many are still navigating how AI fits into their love lives, millions are already embracing it as a companion, a coach, or even a potential partner.
When AI feels like a perfect match
AI is changing how people date and how they connect emotionally. Many Americans aren’t just using AI to help with profiles or messages, but they’re building real trust in it. According to current online daters:
- 77% would consider dating an AI chatbot
- 70% would use AI for therapy after heartbreak
- 78% say they would trust an AI coach over a human friend or family member for relationship advice
- 63% believe an AI partner could be more emotionally supportive than a human partner
It’s no surprise, then, that scammers are using AI to play the perfect partner as well.
Gone are the days of obvious scams. Today’s threats arrive as smooth messages, friendly voice notes, and near-flawless profiles. AI helps bad actors mimic real connection, mirroring emotions, remembering small details, and building trust over time. It grows like romance but ends in manipulation.
4 AI-driven romance scams to watch out for
Romance scams are no longer one-to-one cons. Telemetry from our Gen Threat Report shows repeatable, modular scripts that pivot quickly based on your responses. These scams often start with what feels like genuine interest or emotional connection, but they’re engineered to shift into high-pressure tactics designed to steal money, data, or both.
According to this data, some of the most common romance scam tactics include:
- Pig Butchering
A scammer builds a relationship, then introduces an “exclusive” investment opportunity. Once you buy in, the platform disappears. - Deepfake Impersonation
AI-generated profiles and social media make scammers appear as attractive strangers or even celebrities and influencers. - Sextortion Scams
Scammers send fake intimate content to build trust, then they create doctored photos or videos of the victim via AI that is leverage for blackmail. - Fake Verification Pages
You’re asked to verify your identity or relationship status on a third-party site that steals your personal or payment info.
Scammers count on you using your heart, not your head
These scams don’t rely on technical tricks. They exploit trust and emotional vulnerability, and sometimes that includes luring victims with their favorite celebrity crush. In fact, according to the 2026 Norton Report, 61% of current American online daters have been contacted by someone impersonating a celebrity or public figure.
Making matters worse, of those contacted:
o 53% shared personal info
o 38% sent money
o Only 10% ignored the message
It’s not about falling for a scam – it’s about falling for what feels like a connection. And that’s exactly what makes these tactics so effective.
Romance with a reality check
Thankfully, you don’t have to give up on love to protect yourself. A few smart habits can go a long way:
- Pause before paying. Urgency is a red flag, no matter how small the request.
- Verify live. Ask for a real-time video or message with a safe phrase.
- Type web addresses yourself, don’t click suspicious links.
- Don’t send explicit content. Scammers use AI to bait you with fake nudes.
- Talk to someone you trust. If something feels off, speak up – shame thrives in silence.
The heart of the matter
AI is changing how people date, but it’s also changing how scammers operate. As emotional connections increasingly play out online, understanding how AI-powered scams work can help you protect both your heart and your identity whether it’s Valentine’s Day, Galentine’s Day, or beyond.
To learn more about these findings, check out the full 2026 Norton Insight Report: Artificial Intimacy Edition and the latest Gen Threat Report.
Editorial note: Our articles provide educational information for you. Our offerings may not cover or protect against every type of crime, fraud, or threat we write about. Our goal is to increase awareness about Cyber Safety. Please review complete Terms during enrollment or setup. Remember that no one can prevent all identity theft or cybercrime, and that LifeLock does not monitor all transactions at all businesses. The Norton and LifeLock brands are part of Gen Digital Inc.
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