Visa is launching a Cybersecurity Advisory Practice in response to the growing threat that AI-generated voice scams are having on the banking industry. The new program is aimed at helping Visa clients "identify, evaluate, and thwart emerging cybersecurity threats," the company told Entrepreneur in an email. Last month, OpenAI CEO Sam Altman told a crowd of financial regulators and industry experts at a Federal Reserve conference that banks using voices as authentication "terrifies" him. And it's not just global banks and tech companies; the scams are also affecting Main Street. "Cybersecurity is no longer seen as a cost center, but as a vital part of any business's growth strategy," said Carl Rutstein, global head of advisory services for Visa.