Black Friday started as a day for bargain sales, but has evolved into a global shopping phenomenon. But the bigger the participation, the more attractive it all becomes… for criminals.
According to Austrian fact-checker Mimikama, security researchers have been observing a new wave of scam attempts made possible by generative AI: fake shops that look deceptively real, deepfake videos featuring celebrities, and phishing attacks via social media and text messages. The intended targets are many and varied.
Many of these scams are barely recognizable as fake because they’re generated by AI systems that are trained to be realistic.
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How these new AI scams work
The methods used by scammers have changed. With the help of AI tools, entire online shops—complete with legit-looking logos, product images, and fake reviews—can be created in minutes. The pages can even look confusingly similar to real brand websites.
Consumers are deliberately lured in with psychological pressure, such as with notices of time-limited discounts (“today only!”) or limited stock (“only 3 left!”) that drive urgency and cause users to rush.
Another problem is deepfake videos, in which celebrities and well-known personalities are seemingly advertising exclusive Black Friday deals for these fake shops. In reality, the recordings are AI-generated and the personalities themselves are often unaware of them.
People who fall for such videos often end up in fake shops or disclose sensitive data. The result? Loss of money, stolen credit card details, or malware infections. Learn more about detecting AI impersonators.
Who’s behind these AI scams?
According to Mimikama, it’s no longer a question of individual fraudsters but of entire networks that use AI tools for nefarious purposes. The tools are freely available and require no specialized knowledge. Thousands of fake shops and campaigns are created in mere days.
Platforms such as Facebook, Instagram, and TikTok often react too late. By the time a fake video is deleted, the damage has often already been done. Payment processors and marketplaces are also slow, usually only recognizing fraudulent transactions after the fact.
According to security experts, the problem is that digitalization is progressing faster than consumer protections.
How to protect yourself from AI traps
To avoid falling victim to AI scams this Black Friday season, consumer advocates recommend simple but effective precautions:
- Check links: Never open links in emails, text messages, or social media. It’s better to enter web addresses manually in the browser.
- Check the URL carefully: Look out for typos, extra characters, or unusual domain endings. These are warning signs.
- Recognize deepfakes: Unnatural facial expressions, blurred lip movements, and unsteady lighting can be indications of fakes.
- Use secure payment methods: Ideally, shop using methods that offer chargeback options, which includes most major credit cards and payment processing services like PayPal.
- Be skeptical of social media offers: Don’t rely on celebrity videos or influencer posts. Always check the official store.
- No time pressure: Don’t let countdown timers or alleged “low stock” pressure you into buying.