When a phishing message is targeted at a certain person or organisation, we call it “spear-phishing”. 

Just as spear-fishers target certain fish, spear-phishers target certain people.

Spear-phishing used to take effort. A criminal would have to research their target and then write convincing emails to fool them.

That changed with AI. Criminals can use AI to generate many targeted emails without having to write them manually.