Social engineering and phishing attacks are getting smarter, more sophisticated, and more widespread. Particularly, they are highly localized, personalized, and geo-targeted; and with the help of voice cloning, subtle deep fakes and other AI tools attackers may take advantage of specific targets with high efficiency. While cybersecurity may get infinitely better, simply fooling the right human can bypass most of the obstacles a hacker may otherwise face. Organisations are starting to adopt security awareness programs and simulations to help employers recognise phishing patterns.