Why Social Engineering is So Effective in 2024


As technology continues to evolve and the rise of artificial intelligence continues to gain traction, social engineering is increasingly becoming more effective as a method of exploitation used by cybercriminals.

Using progressively sophisticated methods, criminals use social engineering to mislead people into breaking security practices and accidentally leak information that can pose a serious vulnerability for businesses.

What is Social Engineering?

Social engineering is a tactic used by cybercriminals. It involves manipulating individuals to disclose confidential or personal information, which can be used for fraudulent purposes. Unlike traditional hacking, which often relies on technical means to breach security systems, social engineering exploits human psychology and trust.

This method can take many forms, such as phishing emails, pretexting, baiting, or tailgating. The attacker might pose as a trusted individual or organisation to trick the victim into revealing sensitive data, such as passwords, bank information, or access to secure systems. The success of social engineering lies in its ability to exploit the natural human tendency to trust and be helpful, making it a significant threat in the digital world.

Why Social Engineering is Becoming More Sophisticated with Artificial Intelligence

AI is revolutionising social engineering attacks, making them more sophisticated and challenging to detect in 2024.

In phishing attacks, artificial intelligence is used to craft highly personalised and convincing emails, mimicking the style and tone of legitimate communications. This level of personalisation makes these phishing attempts much harder to identify. Additionally, AI’s capability to create realistic audio and video deep fakes has opened new avenues for fraud. Attackers can now impersonate trusted figures, like executives or public figures to manipulate individuals into revealing sensitive information or making unauthorised financial transactions.

Furthermore, AI has enabled the automation of social engineering tactics, allowing attackers to engage with numerous targets simultaneously and at an unprecedented scale. This automation is often achieved through AI-powered chatbots that can mimic human conversation patterns to gain trust and extract information. AI also plays a crucial role in data harvesting and analysis, helping attackers identify potential targets by analysing large datasets and online behaviours. This analysis aids in tailoring attacks to specific individuals, increasing their effectiveness. The integration of AI into social engineering represents a significant escalation in the cyber threat landscape, necessitating advanced and AI-aware cybersecurity measures.

How Social Media is Being Used in Social Engineering

Social media has become a fertile ground for social engineering attacks, primarily due to the abundance of personal information available and the ease of connecting with individuals and organisations.

Attackers exploit these platforms for information gathering, meticulously combing through profiles to find personal details like birthdays, job information, and family connections. This data is then used to craft personalised and convincing attacks, such as phishing attempts or security question breaches. Additionally, the creation of fake profiles allows attackers to impersonate trusted entities, building relationships with targets to gain their trust before soliciting sensitive information or money.

The versatility of social media also enables a variety of other malicious activities. Phishing links are distributed under the guise of legitimate posts, leading unsuspecting users to harmful sites. Scams and fraudulent offers proliferate, often luring users with attractive giveaways or investment opportunities that require personal details or financial commitments. Interactive content like quizzes and games can be deceptive tools for extracting information akin to security questions. Moreover, attackers often monitor social media for opportune moments, such as users indicating they are on vacation, to plan their attacks or spot user trends such as working out of normal office hours. In the realm of corporate espionage, business email compromise (BEC) attacks are crafted using information gleaned from social media, targeting companies through high-level impersonations for financial gain.

To combat these risks, it’s crucial to exercise caution with the information shared on social media, regularly update privacy settings, and approach unsolicited requests or offers with a healthy dose of scepticism. Social media, while a tool for connection and sharing, can also be a weapon in the hands of skilled social engineers if not navigated wisely.

Why is Social Engineering So Effective?

Social engineering’s effectiveness primarily stems from its exploitation of human psychology and behaviour, rather than relying on technical vulnerabilities. It is much easier for a cybercriminal to find a flaw within human error rather than within technology.

At its core, social engineering targets the natural inclination of individuals to trust and be helpful. People are generally wired to assist others, respond to authority, or act quickly in urgent situations. Social engineering tactics are designed to leverage these instincts, often creating scenarios where victims feel compelled to reveal sensitive information or grant access without proper verification.

Another factor contributing to its effectiveness is the lack of awareness and training among the general public and within organisations. Many individuals are not adequately trained to recognise the signs of a social engineering attack. This lack of awareness makes it easier for attackers to deceive people using seemingly legitimate requests or scenarios. Additionally, the rise of digital communication has made it easier for attackers to reach potential victims and mask their true identities, making it harder for individuals to verify the authenticity of requests.

High Efficacy

Social engineering attacks are particularly effective because they target human emotions and psychology. Victims frequently don’t realise they’re being targeted until it’s too late, contributing to the high success rate of these attacks.

Leveraging Human Nature

The foundation of social engineering is the manipulation of trust. By convincingly impersonating someone trustworthy, cybercriminals can deceive individuals into disclosing confidential information or taking actions that jeopardise their security. Cybercriminals exploit fundamental human tendencies, such as the instinct to help others or the pursuit of convenience. They manipulate these traits by posing as someone needing help or offering enticing incentives, knowing that people are more prone to security lapses when distracted, hurried, or empathetic.

Circumventing Technical Safeguards

Despite substantial investments in technical security measures like firewalls and antivirus software, these can be rendered ineffective if a user is tricked into engaging with malicious content, such as clicking a harmful link or downloading a dangerous file. This means that often, the weakest link in cyber security is the humans behind the screen.

Simplicity & Cost-Effectiveness

In contrast to complex hacking methods that demand specific skills and tools, social engineering attacks are often straightforward and cheap to execute. Tactics like phishing emails or deceptive phone calls are common and require minimal resources.

Challenges in Detection & Prevention

Unlike traditional hacking, social engineering attacks leave fewer technical traces, making them more difficult to identify and prevent. Addressing these attacks requires educating people to recognize and resist them, a task often more complex than setting up technical barriers.

The Different Types of Social Engineering Attacks

Social engineering encompasses a variety of techniques and attacks, each exploiting human psychology in different ways. Here are some of the most common types:


This is perhaps the most well-known form of social engineering. Phishing attacks typically involve sending emails that appear to be from legitimate sources, such as banks, relatives or popular websites, to trick recipients into providing sensitive information like passwords or credit card numbers.

Spear Phishing

A more targeted version of phishing, spear phishing involves sending personalised messages to specific individuals. The attacker usually gathers personal information about the target beforehand to make the message more convincing.

Vishing (Voice Phishing)

Similar to phishing, vishing uses phone calls instead of emails. The attacker pretends to be from a legitimate organisation and tries to extract personal information or financial details from the victim. With the rise of deep fakes and AI voice chats, vishing is becoming increasingly common in 2024.

Smishing (SMS Phishing)

This technique uses text messages to lure victims into revealing personal information. The messages often contain links to malicious websites or request replies with sensitive data.


Here, the attacker creates a fabricated scenario or pretext to engage with the victim and extract information. This could involve impersonating co-workers, police, bank officials, or other persons who have a right to request certain information.


Similar to phishing, baiting involves offering something enticing to the victim in exchange for their private data. This could be in the form of a free music or movie download, or a USB drive labelled with a tempting tag.

Tailgating or Piggybacking

In this physical security breach, an unauthorised person follows an authorised person into a restricted area or system without their knowledge.

Watering Hole Attack

The attacker infects websites frequently visited by the target group with malware. When the victims visit the site, their systems get infected.


A form of phishing, whaling targets high-profile individuals like senior executives. The attacks are highly personalised and often involve crafting complex storylines and critical business events.

Each of these techniques relies on different aspects of human behaviour and psychology, making them effective in various scenarios. Awareness and education are key to defending against these types of attacks.

How to Help Prevent a Social Engineering Attack

Preventing social engineering attacks involves a combination of education, vigilance, and robust security protocols. Here are some effective strategies:

Education & Awareness Training

Regularly educate yourself and your team about the latest social engineering tactics. Cyber awareness training should include recognising phishing emails, understanding the risks of sharing personal information, and the importance of verifying the identity of individuals requesting sensitive data.

Implement Strong Security Policies

Establish and enforce comprehensive security policies. This includes guidelines for handling sensitive information, managing passwords, and responding to unsolicited requests for information.

Use Multi-Factor Authentication (MFA)

MFA adds an extra layer of security by requiring multiple forms of verification before granting access. Even if a password is compromised, MFA can prevent unauthorised access.

Secure Physical Access

Ensure that physical access to sensitive areas is secured and monitored. Implement measures like badge access systems and surveillance to prevent unauthorised access (tailgating).

Verify Requests for Sensitive Information

Always verify the legitimacy of requests for sensitive information, especially if they come unexpectedly. Contact the requesting party through a known, official channel to confirm the request.

Limit Information Sharing Online

Be cautious about the amount of personal and corporate information shared on social media and online platforms. Attackers often use this information to craft targeted attacks.

Regular Security Audits & Incident Response Planning

Conduct regular security audits to identify and address vulnerabilities. Also, have an incident response plan in place to quickly respond to any security breaches.


In conclusion, as we navigate the complexities of an increasingly interconnected world in 2024, the threat posed by social engineering has never been more pronounced. The sophistication of these attacks, aided by advancements in AI and the extensive use of social media, demands a vigilant and informed approach to cybersecurity.

Key Takeaways:

  • The human element remains the most targeted aspect in cybersecurity breaches.
  • Regular and comprehensive training is crucial in cultivating a culture of cybersecurity awareness.
  • Implementing advanced technical safeguards and policies can significantly mitigate risks.
  • Vigilance and scepticism in digital interactions are essential personal and organisational practices.

Now is the moment for individuals and organisations to assess their vulnerabilities to social engineering. Take proactive steps: invest in training, upgrade your cybersecurity measures, and foster an environment where security is everyone’s responsibility. Remember, in the realm of cybersecurity, being informed and cautious is not just a recommendation; it is a necessity.