If it feels like you’re spending more time each week sifting through junk emails and unwanted messages, you’re not imagining things. Spam has grown more aggressive, more convincing, and unfortunately, more effective. The sudden spike is no coincidence. It’s fueled by something that has transformed industries and now finds itself in the wrong hands: artificial intelligence.

As businesses continue to adopt AI to streamline operations and connect with customers, cybercriminals are doing the same for darker purposes.

What GenAI Really Does

Generative artificial intelligence, often shortened to GenAI, is a technology that creates content by analyzing massive sets of data. It can write, compose, design, and even hold conversations. Many companies use it to improve their writing, boost customer service, create content at scale, and power platforms that operate around the clock. But its strengths in personalization and speed are exactly what make it dangerous when misused.

Scammers are now using GenAI to create messages that are clear, humanlike, and far harder to flag as suspicious. These messages are not only more believable but are produced and sent in volumes that haven’t been possible until now. That means more people getting hit with scams and more businesses caught off guard.

How AI Is Changing the Shape of Cyber Threats

A collaborative research project between Columbia University and the University of Chicago studied security trends through data from Barracuda, a well-known cybersecurity company. Their findings remove all doubt. The majority of spam messages sent during a recent study period were created by AI rather than human hands.

Where older spam messages felt obvious and robotic, today’s AI-generated versions often read like something from a trusted source. That’s because GenAI models are trained on everyday conversation and adapt continuously. With exposure to enough data, these systems learn to mimic tone, context, and even business jargon. That’s what makes them harder to detect with traditional filters.

Some types of scams still rely heavily on the human touch. Business Email Compromise (BEC) attacks, for example, involve impersonating known individuals. These messages aim to earn trust through personal details, which are harder for AI to replicate without specific context. That said, AI still plays a role in fine-tuning these messages behind the scenes by helping scammers figure out which tweaks are most effective.

Language used to be a natural barrier for global scammers. That’s no longer the case. GenAI can fluently write in multiple languages, and that has changed how widespread these attacks can become. A cybercriminal based in one country can now convincingly target victims across the world, making this a global concern for businesses of all sizes.

Building a Stronger Defense Against GenAI Spam

Every business that uses email should be paying attention to the way these threats are evolving. Training employees to recognize phishing attempts is no longer optional. Whether someone is brand new or has been with the company for years, they need to stay aware of how these messages are changing.

Spam filters and security software must be kept up to date. Older systems may not catch newer variations of AI-generated spam. Regular updates and patches are part of this effort, too. They close off entry points that criminals often exploit without needing much effort.

Adding multi-factor authentication brings another layer of safety. Even if someone’s credentials are exposed, this extra protection can keep that access out of reach.

Some companies also choose to partner with cybersecurity professionals who can test real-world risks, assess weak spots, and provide guidance on how to adapt to modern threats. It becomes easier to stay prepared when a strong foundation is already in place.

Protecting Your Team from Smarter Scams

The rise of AI-enhanced spam is far from over. Every leap in generative technology gives scammers more tools to copy your language, simulate your tone, and pass through filters unnoticed. That doesn’t mean businesses are left helpless. With the right tools in place and a team that knows what to look for, it’s possible to stay a step ahead.

The goal is not to shut down communication but to strengthen it. Businesses that combine human awareness with modern security measures will be the ones best equipped to stay secure in the face of rapidly changing threats.