TROUBLE may be brewing in paradise. Consumers worldwide are heading into a summer of fun and leisure amid growing concerns that the travel industry may be underestimating the serious threat of AI-driven scams.
In its 2025 Online Identity Study, Jumio, a leader in AI-powered identity intelligence, found that nearly half of global consumers lack confidence in the travel industry’s ability to protect against identity fraud. For the sharing economy — including holiday rentals and other travel-focused gig economy services — confidence falls even further, with 42 percent in Singapore and 50 percent globally saying they do not feel adequately protected.
Consumers share sensitive personal data in exchange for a simple holiday, notably turning over government-issued IDs like passports and driver’s licenses to book flights, reserve accommodations, rent cars, and more. This exchange of data makes consumers especially vulnerable to fraud during the summer travel season — and they recognize the risk.
These concerns trend alongside broader global distrust in digital spaces, with 69 percent of global respondents (and 74 percent in Singapore) saying AI-powered fraud now poses a greater threat to personal security than traditional forms of identity theft.
The majority of respondents also reported daily concerns around several AI-driven fraud tactics, including:
– Fake digital IDs generated with AI (76 percent)
– Scam emails using AI to trick people into giving away passwords or money (75 percent)
– Video and voice deepfakes (74 percent)
– Being fooled by manipulated social media content (72 percent)
This indicates that while consumers increasingly recognize the risks of conducting life and business online, they may lack the tools or evidence needed to identify secure, authentic content.
The 2025 Jumio Online Identity Study highlights this trust gap as symptomatic of a rapidly evolving threat landscape, where fraud-as-a-service (FaaS) ecosystems flourish across dark web marketplaces. These plug-and-play toolkits enable even novice fraudsters to launch sophisticated attacks using synthetic identities, deepfake videos, and botnet-driven account takeovers.
This crucial shift is forcing companies to modernize fraud defenses and rethink how they protect consumers in an AI-driven world. Jumio’s research also found that consumers are open to the additional steps this may require. Most respondents globally said they would be willing to spend more time completing comprehensive identity verification processes, especially in high-stakes sectors such as banking and financial services (80 percent), government services (78 percent), and health care (76 percent).
But self-reliance does not mean consumers want to go it alone. In fact, when asked who should be most responsible for stopping AI-powered fraud, 43 percent pointed to Big Tech, compared to just 18 percent who chose themselves.
As consumers continue to live, work, and play in digital spaces, enterprises must provide more sophisticated security to combat AI-powered fraud. Businesses will have to adopt proactive strategies that combine cutting-edge verification, real-time monitoring, and a zero-trust approach to digital security. But strong technology alone isn’t enough — companies must also earn consumer trust in these protections.
Jumio CEO Robert Prigge said, “Our industry must develop the tools we need to stay ahead of the AI-fraud arms race. Jumio is committed to putting the next generation of identity intelligence in the hands of enterprises, and a trustworthy digital world also depends on strong consumer education and transparency.”
The Jumio 2025 Online Identity Study surveyed 8,001 adult consumers evenly distributed across the United States, the United Kingdom, Singapore, and Mexico.
Jumio helps organizations know and trust their customers online. The Jumio platform provides AI-powered identity intelligence anchored in biometric authentication, automation, and data-driven insights to accurately establish, maintain, and reassert trust.
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