In this blog, we examine the growing threat of phishing, highlighting how advancements in artificial intelligence (AI) and phishing kits have made attacks more widespread and accessible. We explain the different forms and targeting strategies of phishing, from mass campaigns to highly tailored attacks like whaling and spear phishing, and how attackers exploit human vulnerabilities. We also outline practical defence measures, including user training, phishing simulations, and clear reporting processes.
Phishing remains one of the largest threats to organisations’ cyber security. According to the UK Government’s 2025 Cyber Breaches survey, phishing attacks accounted for 85% of breaches or attacks suffered by businesses, up from 72% in 2017. This increase has been driven by the widespread adoption and advancement of AI technologies, as well as the availability of pre-built phishing kits, making phishing accessible to those previously limited by their lack of technical expertise.
What is Phishing?
Phishing is a deceptive tactic used by cybercriminals to trick individuals into taking harmful actions. These actions may include downloading malicious software, sharing confidential or sensitive information, or transferring money to the attacker under false pretences. Phishing campaigns are generally crafted to imitate a legitimate business, bank or email provider, by replicating the branding, design and pattern of their communications. Regardless of the intended outcome of a phishing attack, deceit will always be an element.
Forms of Delivery
The method of delivering phishing differs depending on the target, type of attack and information targeted. The most common forms of delivery are:
- Instant messaging, including SMS (smishing)
- Telephone (vishing)
- QR codes (quishing).
Email and instant messaging remain the most prevalent forms of attack vectors. They are free, exposure is nominal, and they require little technical knowledge to execute due to the availability of pre-determined phishing kits. The number of targets that can be attacked at the same time is, theoretically, unlimited.
Using phones as an attack vector is becoming more common; whilst it once involved a degree of intricacy, vishing has become easier in recent years through the development of AI technology, which can be used to help execute such attacks.
QR codes are a relatively new phishing attack vector, and their use is increasing due to the ease with which they can be generated. Additionally, because ‘quishing’ is relatively new, there is a lack of awareness and training surrounding it, increasing susceptibility.
Targeting Strategies
Just like the forms of delivery, targeting strategy can vary. It can be a ‘sprinkler’ style, where the attack is widespread, however, it can also be targeted, for example a senior member of the organisation being attacked.
Attackers have been known to utilise business email compromise (BEC), where they will impersonate a trusted individual (e.g., your organisation’s CEO) to lure you into sending money or data, in order to replicate authenticity.
How Phishing Exploits the Human Factor
The anatomy of phishing is relatively straightforward. What makes it so dangerous is its simplicity and the vulnerabilities it is attempting to exploit. A phishing attack directly targets users and plays on basic human behavioural traits:
- Desire to help: A phishing email may impersonate a colleague or friend asking for urgent assistance, such as a new employee being asked by the CEO to purchase some vouchers.
- Trust: Attackers often mimic trusted institutions like banks or government agencies, prompting users to click on malicious links or enter credentials on fake websites.
- Fear: Messages warning of account suspension, legal action, or data breaches pressure users into acting quickly without verifying the source.
- Greed: Scams promising lottery winnings, investment opportunities, or exclusive deals lure victims into providing personal or financial details.
- Curiosity: Subject lines like ‘You won’t believe what happened!’ or ‘See who’s talking about you’ entice users to open attachments or click links that install malware.
Defending Against Phishing
Hopefully, your email provider/technical controls will have already filtered most phishing attempts before they reach your users’ inboxes. However, in many cases, suspicious emails still slip through the cracks.
One of the best ways to mitigate the impact of phishing is to provide user awareness and security training. Such training should cover the techniques and tactics used in phishing, examples of phishing attempts, key indicators of phishing, and how to report phishing attempts (even after falling for a phish).
Users should be encouraged to consider the following key questions:
- Why did I receive this?
- Am I expecting it?
- What if I don’t comply?
- Is there anyone who can help?
A reporting process is a benefit of its own accord. By having a process, there is less chance for organisation-wide phishing attempts to go unnoticed. Instead, your organisation can gain insights into the attacks being attempted, allowing you to respond rapidly, such as by sending an organisation-wide alert of ongoing phishing campaigns. In some cases, gamification of this can increase the likelihood of engagement with reporting.
Regular phishing simulations allow your organisation the opportunity to test its resilience to phishing attacks, and assess the effectiveness of your:
- Awareness training
- Reporting process.
To help raise awareness of the issue, URM has produced a video with practical, real-world guidance on what to look for in differentiating between a phishing email and a genuine email.
How URM Can Help
The potential impact to any organisation of users clicking on unknown links and providing confidential information can be extremely damaging. In order to establish how susceptible your staff are to responding to such risks, URM is able to simulate a targeted social engineering attack. Our team of experts has developed an effective methodology aimed at determining and measuring user awareness and vigilance to phishing attempts and processing of incoming third-party emails.
As a CREST-accredited organisation, URM can also offer a range of penetration testing services to help your organisation enhance its security posture. To help you identify and remediate vulnerabilities within your organisation’s environment, we can provide network and infrastructure penetration testing. This can be conducted from an internal or external perspective, allowing you to determine the level of risk posed to your organisation by both external threats and compromised users with a degree of legitimate access. We can also perform web and mobile application penetration testing, cloud pen testing, and business-led pen testing, depending on your concerns and requirements. All of URM’s CREST penetration testing is offered with a free retest of any critical or high-severity vulnerabilities we identify within 30 days of the initial test, ensuring the most significant security risks are mitigated quickly.
URM is pleased to provide a FREE 30 minute consultation on penetration testing for any UK-based organisation.
If you are unsure, URM can perform CREST-accredited internal and external penetration testing against all IP addresses associated with your organisation, location, or service.
Designed to assess the architecture, design and configuration of web applications, our web application pen tests use industry standard methodologies to identify vulnerabilities.

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