Scammers using AI-generated images of missing pets to demand reward money
When Stephanie Young's cat Buddy went missing from her garden in September last year, she flooded pet rescue sites and social media groups with information about him. Her hopes were raised when an image of him was sent through by a woman named Melissa, who claimed to have fed her cat and wanted reward money for her autistic grandchildren. The foster carer from Birmingham was "100% certain" she had found her cat and remembered thinking Buddy had picked a lovely garden to sit in as she got money out of the bank to pay for his return.
Within hours, she had agreed to meet Melissa nearby to collect him, but the individual never turned up, refused a cash payment and pushed for 100 Apple gift cards as a reward. Threats to "sell or murder" her pet soon followed when she discovered the images of Buddy were AI-generated and questioned the woman's authenticity.
Young is one of a growing number of people affected by an online scam where fraudsters threaten to kill missing pets after owners refuse to pay hundreds of pounds for their return. They prey on owners by using AI to fake images of their pets and conjuring up detailed backstories and fake evidence to claim them as found, before bombarding victims with abuse.
Cases of fraud in the UK have surged as criminals take to AI, with almost £1.3bn stolen by scammers in 2025. The death threats left Young feeling "upset and angry at how anybody could be so evil". "I'm not going to deny that every inch of your body wants that cat back," she said. "They can hook you, the more they ask the more you think 'I better do it'."
It is now thirteen months since Buddy went missing and he has still not been found.
Similar experiences have been had by Cam Chauhan, who received demands for a £200 Apple gift card nine months after her cat Creed went missing in July last year. Sarah Robinson, from Northampton, also received a call from a man claiming to have her cat Cookie. All three owners reported their experiences to Report Fraud, external, which is run by City of London Police.
The organisation advises people to arrange a meeting to see their pet in person before handing over any money, and to "stay alert" to criminals.
Aston University senior academic Dr Rasha Kassem said AI now played a "major role" in online fraud because things that used to be technically difficult were now "super easy, accessible and free".