Phishing simulations that simply report click rates produce marginal improvement. The most effective programmes deliver immediate, personalised coaching at the moment of failure: when an employee clicks a simulated phishing link, they see an explanation of what they missed and why it was deceptive. Studies show that this just-in-time training reduces repeat click rates by 50–70% compared to annual awareness videos. Simulate a range of attack types: credential harvesting pages, malicious attachments, BEC requests, and SMS phishing. Include AI-generated phishing emails that are grammatically perfect, since poor spelling is no longer a reliable indicator.
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