In a world where digital advertising fuels brand growth, ad fraud has become an insidious threat to companies and consumers alike. But in 2024, Google made headlines by turning the tide: using artificial intelligence, the tech giant suspended nearly three times as many fraudulent ad accounts compared to 2023.
The reason?
“By leveraging large language models (LLMs) and using signals such as business impersonation and illegitimate payment details, the search giant said it could suspend a ‘vast majority’ of ad accounts before they ever served an ad.” – TechCrunch
What Happened in 2024?
Google deployed powerful AI tools to proactively detect and block scammy ad accounts, before they had a chance to do any damage. By combining:
- Large language models (LLMs) to interpret ad content
- Payment verification systems to flag fake or stolen billing info
- Business profile analysis to detect impersonations
…Google dramatically improved ad safety across its platforms.
But here’s the key: this is just the beginning.
What This Means for 2025
As we head deeper into 2025, AI-powered security isn’t just a Google innovation, it’s quickly becoming a necessity for all businesses with a digital presence. Malvertising, phishing, and impersonation schemes are growing more sophisticated, and platforms are placing more responsibility on advertisers to maintain trust and transparency.
Here’s why this matters:
- Bad actors are scaling with AI, too – Fraudsters are using generative AI to create realistic scam websites, emails, and ads.
- Trust is currency – If your brand is impersonated and customers fall victim, it damages your reputation—even if it’s not your fault.
- Regulatory pressure is rising – Governments are tightening digital advertising laws to prevent fraud, and companies must keep up.
How AI Can Help Protect Your Business in 2025
It’s not just tech giants who can benefit. Here are five powerful ways your business can use AI to guard against fraud this year:
1. Detect Phishing and Impersonation
Use AI-based tools (like email scanners or browser plug-ins) to monitor for messages or web content mimicking your brand or leadership team.
2. Monitor Ad Platforms
Some AI tools can automatically scan your paid search and social ads for compliance, ensuring your brand isn’t associated with deceptive content or fake reviews.
3. Flag Fraudulent Transactions
Before damage is done, machine learning algorithms can analyze customer behavior and spot unusual patterns, like rapid checkout attempts or odd IP addresses.
4. Automate Legal & Brand Surveillance
Set up AI alerts that track unauthorized uses of your logo, name, or slogans across the web—so you can act fast when your brand is misused.
5. Cloak Yourself from Scammers
Some cybersecurity platforms now use AI to confuse or misdirect bots that scrape your site or impersonate your contact forms.
Steps Companies Should Take Now
If you haven’t already, here’s how to get ahead of the fraud curve:
- Audit Your Ad Accounts: Are your payment methods secure? Are your business details up-to-date and verified?
- Invest in AI-Enabled Tools: Tools like Cloudflare, Darktrace, and even Google’s own ad transparency tools can help.
- Create a Crisis Plan: If someone impersonates your brand, who on your team responds? What’s the communication plan?
- Educate Your Team and Customers: Train employees to recognize fraud attempts, and equip customers with knowledge to protect themselves.
Final Thoughts
As 2025 unfolds, AI isn’t just a tech buzzword, it’s your best ally in the fight against fraud. Whether you’re a small business owner or a marketing leader at a national brand, now is the time to lean into AI, tighten up your digital safeguards, and build a culture of proactive protection.