#Japan #AI Technology #Tokyo #Cyber Safety #Norton Security

Norton Introduces AI-Powered Fraud Prevention Features Globally

Norton, a global leader in consumer cyber safety and part of Gen (NASDAQ: GEN), has announced the worldwide rollout of its new AI-driven fraud prevention feature. This innovative tool will be integrated into Norton 360 and Norton Mobile products, equipping users with robust protections against the growing threat of online fraud.

Following its initial launch in the English version, this feature will provide real-time fraud prevention across various channels, such as web, SMS, and video, making it accessible in every region where Norton products are sold. This move significantly enhances Norton’s commitment to offer “active protection for everyone, everywhere.”

Online fraud often serves as the gateway to cyber threats, leading to identity theft and substantial financial losses. According to Gen Threat Labs, social engineering-related threats, including fraud, account for 83% of observed global threats and remain the most common attack method. The Gen team blocks an average of 110 social engineering attacks per second, indicating a massive volume of attempts thwarted continuously.

Leena Elias, Chief Product Officer at Gen, stated, “We aim to make Norton’s AI-powered fraud prevention feature accessible to everyone worldwide. With this global rollout, we’re not just extending our technology; we’re setting new standards for online safety. Everyone deserves a chance to protect themselves from increasingly sophisticated scams, regardless of their location.”

Key Features of the New Fraud Prevention Tool

The new fraud prevention functionality will be included at no additional cost in Norton products such as Norton 360, Norton Antivirus Plus, and Norton Mobile Security. Here are some key features:

• - Norton Genie (AI Assistant): Provides one-tap advice and fraud assessments for suspicious messages, and also offers information about cyber safety and Norton products.
• - Safe Web: Delivers advanced AI-driven fraud prevention while online shopping and browsing, ensuring safer experiences for users.
• - Safe SMS: This mobile-specific feature uses the Norton AI engine to analyze the content of suspicious SMS messages, accurately detecting SMS fraud.
• - Deepfake Fraud Prevention: Instantaneously detects malicious AI-generated voices in English videos on platforms like YouTube, Facebook, TikTok, Instagram, and Vimeo.

For those yet to experience Norton products, the free Norton Private Browser can help block phishing sites, allowing for safer online shopping.
The deepfake detection feature is available as an early access version for English YouTube videos on Windows Copilot+ PCs compatible with Qualcomm or Intel processors. For details on supported environments, please visit Norton Deepfake Support.
In Japan, certain products provided by KDDI will be the first to adopt this feature.

Launch Event for New Features

On November 18, 2025, a launch event was held to announce these AI-powered fraud prevention features. Nozomi Sumiyama, Director of Regional Product Marketing at Norton LifeLock, delivered a presentation on the alarming rise in fraud incidents fueled by advancements in AI and how the new features can combat these threats.

During the event, it was emphasized that while AI presents scientific and innovative opportunities, it also arms malicious cybercriminals with new attack methods. The rise in investment scams, fake SMS, and romance fraud has been notable, with data indicating that 73% of domestic users admitted they would not have noticed these scams without assistance. With the emergence of deepfakes and voice cloning, scams utilizing generative AI have expanded explosively, making 2025 a critical year for cyber threats.

About Gen Threat Labs

Gen Threat Labs is a cybersecurity research team within Gen that specializes in identifying, analyzing, and tracking new digital threats and scams worldwide. They provide vital threat intelligence to support main brands within the Gen group, including Norton, Avast, and LifeLock.

About Norton

Norton is a leader in the cyber safety industry and a member of Gen (NASDAQ: GEN), a global enterprise advocating for “digital freedom” through its trusted consumer brands. Norton helps millions of users and their families worldwide through its award-winning device protection, online privacy, and personal information security services. Norton products and services are validated by third-party organizations like AV-TEST, AV-Comparatives, and SE Labs, and the company is a founding member of the Coalition Against Stalkerware. For further information, please visit Norton.com and GenDigital.com.