AI-Driven Scams Target Black Friday Shoppers: How to Stay Safe

Black Friday marks the beginning of the holiday shopping season, a time when retailers offer significant discounts and shoppers hunt for the best deals. However, it has also become a prime opportunity for scammers to target unsuspecting consumers. Experts warn that advancements in artificial intelligence (AI) are enabling criminals to craft increasingly sophisticated and convincing scams, making it harder than ever for shoppers to discern between legitimate offers and fraudulent schemes. From fake emails and deceptive social media ads to counterfeit delivery notices and fraudulent websites, the tactics employed by scammers are more varied and convincing than ever before.

One of the most common scams involves targeted emails that appear to come from reputable retailers such as Amazon or Costco. These emails often advertise seemingly legitimate Black Friday deals, enticing recipients to click on links or share personal information. Data from Barclays reveals that email purchase scams are among the most frequently reported types of shopping fraud, preying on consumers’ trust and eagerness to secure holiday bargains. Similarly, social media platforms have become fertile ground for scammers, with the Federal Trade Commission (FTC) reporting that about one in four fraud cases since 2021 originated on these platforms. Fraudsters use advanced targeting tools to create personalized ads that exploit users’ shopping habits, directing them to fake websites designed to steal sensitive information or process fraudulent transactions.

Delivery-related scams are another prevalent issue during the holiday season. Cybercriminals send text messages masquerading as notifications from trusted delivery services like the U.S. Postal Service. These messages request personal details, such as zip codes or payment information, under the guise of confirming or resolving delivery issues. The rise in online shopping during the holidays makes these scams particularly effective, as many consumers expect delivery notifications. Additionally, scammers take advantage of search engine advertising by placing malicious links that appear in search results for popular holiday products. These links often lead to counterfeit websites that mimic legitimate retailers, tricking consumers into providing personal and payment information.

AI has significantly enhanced the ability of scammers to execute these fraudulent activities. Generative AI tools allow criminals to quickly create professional-looking emails, advertisements, and websites that closely resemble those of reputable brands. These tools replicate logos, fonts, and designs with remarkable precision, making it increasingly challenging for consumers to identify scams. Moreover, AI-generated content has enabled more sophisticated phishing campaigns. For instance, intelligence firm EclecticIQ uncovered a coordinated effort by Chinese threat actors targeting American and European shoppers with fake websites pretending to offer Black Friday discounts. These sites were designed to harvest personal and financial information from unsuspecting victims.

The impact of AI extends beyond phishing campaigns. Deepfake technology has enabled scammers to create realistic celebrity endorsements, further enhancing the credibility of their schemes. These fabricated endorsements can be highly convincing, persuading consumers to trust fraudulent advertisements or websites. Despite the growing confidence among consumers in identifying scams, a McAfee survey revealed that 59% of respondents believed they could spot deepfakes or AI-generated content, even as these technologies become increasingly sophisticated and harder to detect.

The financial consequences of holiday scams are substantial. According to McAfee’s 2024 Global Holiday Shopping Scams Study, one in three Americans fell victim to scams during the holiday season, with 58% losing money. The FTC reported $95.2 million in losses during the last quarter of the previous year, highlighting the scale of the problem. The holiday shopping period has become so notorious for fraud that experts, like Richard Horne of the U.K.’s National Cyber Security Centre, have dubbed Black Friday “Black Fraud Day.”

While scams have become harder to identify, experts recommend several precautionary measures to help shoppers protect themselves. Consumers are advised to scrutinize emails and avoid clicking on links from unfamiliar senders. Instead, they should visit retailers’ official websites directly to verify deals. Social media users should be cautious of ads offering discounts that seem too good to be true and avoid clicking on links from untrusted sources. When encountering delivery notifications, shoppers should verify the sender’s identity and avoid providing personal details without confirmation. Additionally, checking website URLs for subtle discrepancies and ensuring the use of secure payment methods, such as credit cards, can provide an extra layer of protection.

As scams grow more sophisticated, vigilance is crucial for a safe shopping experience. If a deal seems unusually generous or an advertisement appears out of place, it is worth taking a moment to verify its authenticity. With cybercriminals increasingly leveraging AI to create convincing scams, staying informed and cautious is essential for consumers navigating the holiday shopping season. By exercising care and adopting preventive measures, shoppers can enjoy the festivities without falling victim to fraud.