UK daters embrace AI romance as scams & loneliness rise

Norton has reported a growing openness among UK online daters to emotional and romantic relationships with artificial intelligence, alongside a rise in romance scam activity that relies on psychological manipulation.

In its Norton Insights Report: Artificial Intimacy, the company stated that 64% of current online daters in the UK would consider dating an AI chatbot. It also found that 38% believe it is possible to develop romantic feelings for an AI entity.

These findings sit alongside wider indicators of isolation. Norton noted that four in five people in the UK report feeling lonely, while 91% of Gen Z and Millennials say they experience loneliness.

AI dating

Norton's data points to a growing role for AI tools in people's personal lives after break-ups and during periods of stress. It said 63% of current online daters would use an AI chatbot for therapy after a heartbreak.

The report also suggests a shift in where some people place trust for relationship guidance. Norton said 59% of those who have turned to AI for dating advice would trust an AI relationship coach more than a human friend or family member for relationship advice.

For some respondents, AI tools already feature as a form of emotional support outside dating. Norton said 19% would talk to an AI chatbot to get through a rough day. It said 34% would trust or somewhat trust AI to provide emotionally safe or ethical dating advice.

Norton also reported views on emotional support. It said 44% believe an AI partner would be more emotionally supportive than a human one.

The report extended that theme to the use of AI-generated likenesses. Norton said 48% of current online daters in the UK would consider a romantic relationship with an AI-powered clone of their celebrity crush.

Scam exposure

Norton positioned the increased interest in AI companionship alongside a broader risk environment for online daters. It cited figures from its Gen Threat Report. Norton said social engineering accounts for over 90% of all digital threats to individuals.

The company said romance and dating scams remain prevalent. It said it blocked more than 17 million dating scams in Q4 2025 alone. It said that figure represented an over 19% increase from 2024.

Norton said 32% of past and current UK online daters reported being targeted by a dating scam. It said 38% of those targeted reported falling victim.

The company also reported financial outcomes among victims. It said nine in ten victims lost money. It said average losses topped £2,000, with some losing up to £30,000.

Norton's figures also highlight impersonation tactics. It said 55% of current dating app users reported being contacted by somebody claiming to be a celebrity or public figure. It said 29% of those contacted went on to send money.

It also reported pressure tactics in online conversations. Norton said nearly half of current dating app users, 47%, reported that they have been pressured to send money to someone they met online.

Warning message

Norton linked rapid trust-building online with the mechanics of fraud. Leyla Bilge, Global Head of Scam Research, commented on how criminals take advantage of emotional vulnerability.

"When loneliness is high, trust can form very quickly online to fill that void, and that's exactly what scammers rely on to exploit our need for love and companionship," said Leyla Bilge, Global Head of Scam Research for Norton. "As more people seek connection through apps, chatbots, and digital tools, it's critical to pause, protect personal information, and remember that real trust should never come with pressure or secrecy. AI itself isn't a scam, and many people find it genuinely feels supportive or comforting, but it's still artificial and there is no substitute for real human connection," said Bilge.

Norton also positioned AI as part of an evolving fraud landscape, as scammers incorporate newer tools and techniques into established romance scams. The company said scams blend emotional manipulation with advanced technology.

As AI use expands in consumer communication, companies in the online safety market have focused on detection of impersonation and manipulation patterns, along with suspicious links and requests for payments. Norton said it offers scam detection and related protections across products including Norton 360, Norton VPN and Norton Mobile Security.

Norton said romance scams are growing more sophisticated, and it said scam activity increased in its own blocking data for late 2025.