Black Friday began as a day of great sales, but over time it has grown into a global shopping phenomenon. But the more participation, the more attractive it all becomes… for criminals.
According to an Austrian fact checker MimikamaSecurity researchers are seeing a new wave of scam attempts made possible by generative artificial intelligence: fake stores that look deceptively real, fake celebrity videos, and phishing attacks via social media and text messages. The intended goals are many and varied.
Many of these scams are barely detectable as fakes because they are generated by artificial intelligence systems that are trained to be realistic.
How these new AI scams work
The methods used by scammers have changed. Using artificial intelligence tools, entire online stores with realistic logos, product images and fake reviews can be created in minutes. The pages may even look disconcertingly similar to the brands' actual websites.
Consumers are deliberately lured with psychological pressure, such as notifications of limited-time discounts (“today only!”) or limited inventory (“Only 3 left!”), which instill urgency and force users to rush.
Another problem is deepfake videos in which celebrities and famous personalities appear to be promoting exclusive Black Friday deals for these fake stores. In fact, the records are generated by artificial intelligence, and the individuals themselves are often unaware of them.
People who get caught in such videos often end up in fake stores or reveal sensitive information. Result? Lost money, stolen credit card information, or malware infection. Find out more about AI copycat detection.
Who is behind these AI scams?
According to Mimikama, we are no longer talking about individual scammers, but about entire networks that use AI tools for nefarious purposes. The tools are available for free and do not require special knowledge. Thousands of fake stores and campaigns are created in a matter of days.
Platforms like Facebook, Instagram and TikTok often respond too late. By the time a fake video is removed, the damage is often already done. Payment systems and marketplaces are also slow and usually only recognize fraudulent transactions after the fact.
The problem, security experts say, is that digitalization is moving faster than consumer protection.
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 out the links: Never open links in emails, text messages or social media. It is better to enter web addresses manually in the browser.
- Check the URL carefully: Pay attention to typos, extra characters, or unusual domain endings. These are warning signs.
- Recognize deepfakes: Unnatural facial expressions, blurry lip movements and unstable lighting can be signs of fakes.
- Use secure payment methods: Ideally, make purchases using methods that offer refund options, including most major credit cards and payment processing services such as PayPal.
- Be skeptical about 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 supposed “low stock” pressure you into buying.
