As artificial intelligence continues to blur the line between real and fake, online scams have become increasingly sophisticated and widespread. In response, cybersecurity leader McAfee has launched Keep it Real, a bold awareness campaign designed to highlight the rise of AI-driven scams while working to dismantle the culture of shame that often surrounds scam victims. Through a mix of creative digital ads and real-life scam survivor stories, McAfee is turning education into engagement and empathy into empowerment.

Elements of the Campaign

1. AI-Powered Ads Designed to Challenge Perception

• McAfee partnered with creative agency VSA Partners to craft a series of surreal, AI-generated digital ads.

• These ads mimic the subtle yet unsettling nature of scams, making viewers question what’s real and what’s manipulated.

• Notable ad examples include:

  • A woman relaxing on a beach whose head rotates unnaturally—sparking confusion and discussion online.

  • Thematic ads such as “Travel,” “Weight Loss,” and “Tolls” highlighting common scam vectors.

• Objective: Create an emotional and cognitive response that mirrors the uncertainty users feel when encountering AI-generated scams.

“The ads are clearly artificial—but that’s intentional,” said Anne-Marie Rosser, CEO of VSA Partners. “That moment of confusion reflects what people experience online today.”

2. Launch of McAfee’s Scam Detector Tool

• Coinciding with the campaign, McAfee released the Scam Detector, an AI-powered tool.

• It automatically identifies scams across:

  • Text messages

  • Emails

  • Video content

• The tool is aimed at giving users greater control, confidence, and security in their digital interactions.

3. Humanizing the Conversation with Scam Stories

• The Scam Stories series features real accounts from scam victims who share their experiences to raise awareness.

• Focus: Destigmatize getting scammed and encourage open dialogue.

• Shared on social media using hashtags #KeepItReal and #MyScamStory.

• Early contributors include public figures like Chris Carmack and Erin Slaver, who discussed their own experiences with fraud.

“This campaign helps shift the narrative from shame to understanding. Anyone can be fooled,” said Stephanie Fried, McAfee CMO.

4. High Engagement and Impactful Results

• Initial campaign metrics show:

  • 50% increase in social engagement over benchmarks.

  • 55% higher click-through rates (CTR) compared to similar campaigns.

• Indicates strong public interest and a growing appetite for honest, educational digital experiences.

5. Strategic Partnerships for Broader Impact

• McAfee teamed up with FightCybercrime.org, a nonprofit focused on scam education and victim support.

• Contributions include:

  • $50,000 worth of online protection services donated to scam survivors and volunteers.

  • Educational content and awareness resources co-developed with the organization.

6. Influencer Collaborations for Wider Reach

• To amplify its reach, McAfee enlisted influencers to create relatable, informative content:

  • Alexandra Madison (@alexandramadisonn)

  • Theo Shakes (@theo_shakes)

  • Kristen Knutson (@callmekristenmarie)

• These collaborations focus on simplifying complex cybersecurity topics and spreading awareness through authentic storytelling.

With “Keep it Real,” McAfee is leading a much-needed shift in how society addresses online scams. By combining the power of artificial intelligence, creative media, and authentic human stories, the campaign not only educates but also empowers users to navigate the digital world more safely. The initiative exemplifies how technology and empathy, when blended effectively, can raise awareness, foster connection, and spark meaningful action in the fight against cybercrime.