Trust signals in the age of AI

One of the predictable harms of LLMs is the ease with which it’s possible to create a convincing fake to impersonate someone or their business. It’s always been possible to spoof an email address or create a fake website. Solicitors and builders have been common targets of this for years, with their clients at risk of being sent “new bank details” from a fraudster. While lots of micro businesses may not have been worth targeting before, AI tools have made impersonation trivial to attempt. When Ben and I discussed this recently, he compared it to being as easy as checking the door handles in a car park. This isn’t a hypothetical risk: I’ve seen small business owners I know adding anti-fraud statements to their sites because of impersonation attempts. I’ve also seen my design work copied verbatim, almost certainly with AI. And this got me thinking: if anyone can create a convincing rip-off, what are the trust signals to look for in the age of AI? 1. Design High-quality, unique design…

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