Scammers are increasingly using artificial intelligence to generate realistic images of missing pets, then demanding reward money from distraught owners under threat of harm. These fraudsters prey on the emotional vulnerability of pet owners, fabricating scenarios and using AI-generated imagery to convince them they have found their lost animal.
Stephanie Young, a foster carer from Birmingham, shared her experience after her cat Buddy went missing. A woman named Melissa contacted her with an image of Buddy, claiming to have found him and requesting reward money. Young was initially convinced but became suspicious when the individual pushed for payment via Apple gift cards and refused to arrange a meeting. When Young questioned the authenticity, the scammer began issuing threats to sell or murder her pet. The images provided by Melissa were later confirmed to be AI-generated.
Cases of AI-driven fraud in the UK have surged, with nearly £1.3 billion stolen by scammers in 2025, according to one report. Young expressed her distress, stating, "I'm not going to deny that every inch of your body wants that cat back." She added, "They can hook you, the more they ask the more you think 'I better do it.'" Buddy has still not been found.
Similar tactics were employed against Cam Chauhan when her cat, Creed, went missing. Nine months later, she received an "exact picture" of Creed and was asked for a £200 Apple gift card. Chauhan was initially overjoyed but her daughters raised concerns about the image's authenticity. The scammer insisted on receiving the gift cards before arranging a handover, which Chauhan refused, leaving her deeply upset.
Sarah Robinson of Northampton experienced a similar scam after her cat, Cookie, disappeared. A man claiming to have Cookie demanded £40,000 and sent a money transfer link, threatening to kill the cat if Robinson refused. The threat caused significant distress for Robinson, who stated, "It's a very cruel thing to do. It's horrible, because you know it's not real but you're terrified it might be."
Authorities advise individuals who have lost a pet to arrange a meeting to see their animal in person before transferring any money and to remain vigilant. Dr. Rasha Kassem, a senior academic at Aston University, highlighted that AI has made sophisticated online fraud more accessible. She cautioned that "just because it looks genuine, doesn't make it real" and advised against rushing into payments, recommending instead that victims gather information and report incidents to the authorities.
Pawboost, an organization that assists in tracking missing pets, suggests asking for specific proof, such as a short video of the pet or a video call, and arranging meetings in public places. They also recommend asking questions that only someone who has genuinely found the pet would know, such as details about the pet's collar or personality traits.