Visa has launched a new Cybersecurity Advisory Practice to help businesses counter a wave of AI-driven scams, including voice phishing attacks that have recently targeted both corporations and individuals.

The new division, operating under Visa Consulting & Analytics (VCA), aims to offer actionable threat insights and scalable protection services to clients of all sizes. According to a company statement, the initiative was created to help clients “identify, evaluate, and thwart emerging cybersecurity threats.”

James Mirfin, global head of risk and identity solutions at Visa, said the service is designed to meet varied client needs, from small businesses to large enterprises. “When it comes to cybersecurity and fraud prevention, proactive detection and response is key,” he said.

The launch comes amid growing concern about the misuse of generative AI to clone voices for fraudulent activity. An Accenture survey in March found that 80% of banks said generative AI enables criminals to strike faster than they can respond. Cisco also confirmed that a recent breach stemmed from a voice phishing attack, and similar scams have cost individual victims up to $25,000.

To lead the new practice, Visa appointed Jeremiah Dewey as global head of cyber products. Dewey brings two decades of experience across government and private sector roles, including work in incident response and threat intelligence.

The advisory offering includes employee training through its Payment Cybersecurity Institute, Cybersecurity Maturity Assessments to evaluate and improve defenses, and Enumeration Defense to block specific attack types. Carl Rutstein, Visa’s global head of advisory services, said, “Cybersecurity is no longer seen as a cost center, but as a vital part of any business’s growth strategy.”

Visa says it has invested $12 billion in technology and infrastructure over the past five years, with a significant share directed at cybersecurity. The company plans to roll out additional services, including threat intelligence and vulnerability testing, in future phases.