As the holiday shopping season approaches, Google is rolling out new protections against online scams, and Pixel 9 and Pixel 10 owners are among the first to benefit.
In its latest “Fraud and Scams Advisory” blog post, Google warns that scams remain a global challenge, with criminals increasingly leveraging AI tools to scale and automate their schemes. According to the 2025 Global Anti-Scam Alliance State of Scams report, 57% of adults worldwide experienced a scam last year, with nearly one in four reporting financial loss.
To counter these evolving tactics, Google says it’s now using AI not just in the cloud, but directly on users’ devices, particularly for those on the newest Pixel phones.
Gemini-powered protection on Pixel 9 and Pixel 10
Google confirms that Pixel 9 and Pixel 10 devices can now tap into local Gemini models for extra scam defense when users enable Enhanced Protection in Chrome. This AI model works alongside Safe Browsing, scanning for deceptive websites, phishing pages, and malicious downloads, including threats Google hasn’t yet cataloged.
The protection works on-device, meaning Chrome can detect suspicious activity in real-time without constantly sending browsing data to Google servers. It’s part of Google’s broader shift toward private, localized AI security, enabled by the Gemini Nano model that also powers other Pixel-exclusive features like scam call detection and summarization in the Recorder app.
Smarter scam detection for calls and messages
The company also notes that Scam Detection, which alerts users to potential fraudulent phone calls, now uses Gemini Nano on Pixel 9 and newer devices. For older models, the system still relies on Google’s standard on-device ML models.
Scam Detection analyzes conversation patterns and context (without recording or sharing call audio) to flag high-risk calls, such as those involving requests for payment, personal data, or urgent “account verification.”
Meanwhile, in Google Messages, new safeguards are rolling out to spot fake delivery messages, prize offers, and phishing links — scams that typically spike around Black Friday and Cyber Monday.
Scammers are increasingly targeting users during major shopping periods, impersonating brands, hijacking ad terms, or creating fake delivery notifications. By integrating Gemini directly into Chrome and Pixel devices, Google is aiming to detect and block scams locally, with minimal latency and enhanced privacy.
While Google’s protections aren’t foolproof (the company notes scam detection “is not 100% accurate”) the move signals a broader industry trend: using on-device AI not just for convenience, but for real-time user protection.
Hillary Keverenge
2445 Posts
Tech has been my playground for over a decade. While the Android journey began early, it truly took flight with the revolutionary Lollipop update. Since then, it's been a parade of Android devices (with a sprinkle of iOS), culminating in a mostly happy marriage with Google's smart home ecosystem. Expect insightful articles and explorations of the ever-evolving world of Android and Google products coupled with occasional rants on the Nest smart home ecosystem.
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