Google steps up AI scam protection in India, but gaps remain
As digital fraud surges in India, Google ramps up its AI defenses with new features for Pixel users and financial apps.
**Google is intensifying its battle against digital fraud in India.** The tech giant has introduced on-device scam detection specifically for Pixel 9 devices, which utilizes advanced AI technology to identify potential scams during phone calls. Additionally, Google has implemented new alerts for financial applications to help users avoid falling victim to rising online scams. As more individuals in India turn to smartphones for various transactions, the need for robust security measures has become increasingly critical. However, the effectiveness of these features may be limited due to challenges such as language support and compatibility with devices outside the Pixel range, which could restrict access for a significant portion of the population in a linguistically diverse market like India.
Rising Digital Fraud in India
Digital fraud is on the rise in India, with reported cases of bank fraud exceeding 13,500 in 2024, leading to losses of ₹5.2 billion (about $58.61 million). The Ministry of Home Affairs reported that online scams caused an estimated ₹70 billion (roughly $789 million) in losses in just the first five months of 2025. Many victims remain silent, unsure of how to report incidents or fearing scrutiny. The increase in digital fraud is largely attributed to the growing number of people using the internet and smartphones for financial transactions, shopping, and accessing services. As more individuals come online, the risk of falling prey to scams has escalated, making it essential for companies like Google to enhance their security measures.
New Scam Detection Features
Google's latest features include real-time scam detection using Gemini Nano, which analyzes calls on-device without recording audio. Initially available only for Pixel 9 users, the feature flags potential fraud during calls from unknown numbers. Additionally, Google is piloting alerts for financial apps like Navi and Paytm to combat screen-sharing scams, allowing users to end calls and stop sharing screens with a single tap. This innovative approach aims to empower users by providing them with tools to recognize and respond to potential scams immediately. The alerts are designed to be user-friendly, ensuring that even those who may not be tech-savvy can take action quickly to protect themselves.
Limitations and Language Barriers
Despite its efforts, Google's scam detection is limited to English-speaking users and Pixel devices, which hold less than 1% of the smartphone market in India. This poses a challenge in a country where Android dominates with nearly 96% market share, and most users prefer non-English languages. Google plans to expand its features to non-Pixel devices but has not provided a timeline. The language barrier is significant, as many users may not understand alerts or warnings presented in English. This limitation highlights the need for technology companies to consider the linguistic diversity of their user base when developing security features, ensuring that all users can benefit from protective measures against digital fraud.
Broader Efforts Against Fraud
Google is also leveraging its Play Protect service to block predatory loan apps, having restricted over 115 million installation attempts this year. The company’s DigiKavach campaign has reached over 250 million people, raising awareness about digital fraud. Collaborating with the Reserve Bank of India, Google has published a list of authorized digital lending apps to help users avoid scams. These initiatives reflect Google's commitment to creating a safer online environment for users in India. By combining technology with public awareness campaigns, Google aims to educate users about the risks of digital fraud and provide them with the tools they need to protect themselves effectively.
Challenges Ahead
Despite these initiatives, Google faces significant challenges in policing its app ecosystem. Reports of fraudulent investment and loan apps slipping through the review process highlight the ongoing risks. As digital fraud continues to evolve, Google must enhance its defenses to protect users in a rapidly changing landscape. The company is under pressure to improve its app review processes to prevent malicious apps from being available on its platform. This ongoing battle against fraud requires constant vigilance and adaptation to new tactics employed by scammers, making it crucial for Google to stay ahead of emerging threats in the digital space.
Why it matters
- Digital fraud is a growing concern in India, affecting millions of users.
- Google's AI tools aim to provide real-time protection against scams.
- The effectiveness of these features could set a precedent for tech companies in fraud prevention.
- Language and device limitations may hinder broader user protection.
Key numbers
- 13,516 cases of bank fraud reported in 2024
- Losses of ₹5.2 billion (about $58.61 million) due to bank fraud
- Estimated ₹70 billion (roughly $789 million) lost to online scams in early 2025
- Over 115 million predatory app installation attempts blocked this year
Context
As more Indians come online and rely on digital transactions, the need for robust fraud protection has never been greater. Google’s initiatives reflect a response to this urgent issue, but gaps remain in their implementation.
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