Phishing attacks continue to evolve at an alarming pace, becoming increasingly sophisticated and harder to detect. They’re also by far the most common type of breach or cyber-attack, affecting 84% of businesses and 83% of charities in the Cyber Security Breaches Survey 2024. As we move through 2025, these cyber threats pose a significant challenge for businesses, with cybercriminals leveraging advanced technologies to create more convincing and targeted attacks than ever before. For businesses without robust cyber security measures and professional IT support, these evolving threats represent a significant risk to operations, reputation, and the bottom line.
While traditional phishing attempts were often easy to spot due to obvious red flags like poor grammar, bizarre formatting, or suspicious sender addresses, today’s attacks are engineered with precision, often mimicking legitimate business communications so convincingly that even experienced professionals can be deceived. As cybercriminals increasingly harness the power of artificial intelligence and machine learning to craft their attacks, staying protected requires a deeper understanding of current threats and a proactive approach to cyber security.
The Evolution of Phishing
The landscape of phishing attacks has undergone a dramatic transformation, driven by technological advances that cybercriminals have been quick to exploit. Today’s phishing attempts bear little resemblance to the crude scams of years past. Instead, they represent sophisticated, multi-layered threats that combine social engineering with cutting-edge technology.
Artificial Intelligence has become a game-changer in the world of cybercrime, with Deep Instinct’s fourth edition report stating that 86% of cyber security professionals who have experienced an increase in attacks over the past twelve months believe it’s likely due to bad actors using generative AI. AI-powered tools now enable attackers to analyse vast amounts of publicly available data to create highly convincing, contextualised attacks. These systems can monitor a target’s digital footprint, including social media activity and professional networks, to craft messages that appear remarkably authentic. For businesses seeking IT support, this new reality means that traditional security measures may no longer be sufficient.
Perhaps most concerning is the rise of multi-channel phishing campaigns. Rather than relying solely on email, cybercriminals now orchestrate coordinated attacks across multiple platforms – combining email approaches with SMS messages, social media interactions, and even voice calls. This multi-pronged strategy makes attacks significantly more convincing, as multiple seemingly legitimate touchpoints can validate each other, making it increasingly difficult for targets to identify the deception.
Top Phishing Threats to Watch Out For
Like all aspects of cyber security and other types of threats, phishing attacks have evolved over time. Here are some of the most concerning phishing trends for businesses to look out for in 2025:
Business Email Compromise (BEC) 2.0: Traditional BEC attacks have evolved into highly sophisticated operations. Today’s attackers don’t just impersonate CEOs – they now infiltrate entire email chains, inserting themselves into legitimate business conversations at the perfect moment. These attacks often target financial transactions and supply chain communications, with criminals patiently monitoring exchanges for weeks before striking. They may alter invoice details or redirect payments using information gathered from genuine business correspondence, making these attempts particularly difficult to detect.
AI-Powered Voice Phishing: The rise of deepfake technology has given birth to a new generation of voice phishing scams. Criminals can now clone voices with frightening accuracy, using AI to mimic executives or trusted business partners in virtual meetings or phone calls. These attacks often combine voice manipulation with urgent requests for financial transfers or sensitive information, exploiting the natural human tendency to respond quickly to authority figures. We’re also seeing these tactics used to infiltrate virtual meetings, where attackers can gather valuable intelligence about business operations.
QR Code Phishing: As businesses increasingly adopt QR codes for everything from payments to information sharing, criminals have spotted an opportunity and followed suit. Manipulated QR codes in both physical and digital formats have become a growing cyber security concern, with one victim losing £13,000 after scanning a scam QR code on a parking machine. These compromised codes can direct users to convincing but malicious websites designed to harvest login credentials or financial information. The challenge with QR code phishing lies in its simplicity – users have become accustomed to scanning codes without a second thought, making this an effective vector for attack.
Protection Strategies
While these emerging threats may seem daunting, businesses can significantly reduce their risk by implementing comprehensive security measures and partnering with experienced IT support providers. Here’s how to strengthen your defences:
Technical Safeguards
A robust cyber security foundation is essential. This includes implementing advanced email filtering systems that can detect AI-generated content, multi-factor authentication across all business applications, and regular security patches and updates. Working with a dedicated IT support partner ensures these technical controls remain current and effective against evolving threats.
Employee Training and Awareness
Your workforce remains your first line of defence against phishing attacks. Regular, updated training sessions should cover the latest phishing techniques, including how to spot AI-generated content and deepfake attacks. This training should extend beyond email security to include awareness of voice phishing, QR code safety, and social media threats. Create a culture where employees feel comfortable reporting suspicious communications without fear of reprimand.
Incident Response Planning
Despite best efforts, no security system is impenetrable. Having a well-documented incident response plan is crucial. This should include clear procedures for reporting suspected phishing attempts, steps for containing potential breaches, and protocols for protecting sensitive data. Your IT support team should regularly review and update these plans to address new threats as they emerge.
Staying Protected with Outbound Group
At Outbound Group, we provide comprehensive cyber security solutions and IT support that help businesses across Essex, London, and the UK stay ahead of emerging threats. Our approach combines cutting-edge technical protections with practical security measures tailored to your business needs. From implementing advanced email security systems and AI-powered threat detection to delivering customised staff training programs, we ensure your organisation has multiple layers of defence against phishing attacks. Our cyber security experts constantly monitor the threat landscape, updating our protection strategies to address new and emerging risks before they can impact your business.
Contact us today to discuss how our cyber security solutions can help protect your business from the latest threats. With Outbound Group as your technology partner, you can focus on growing your business with confidence, knowing your cyber security is in expert hands.
