How is AI driving Black Friday scams?

Black Friday is fast approaching, and with massive discounts drawing online consumers to buy now in readiness for Christmas, once again, the negative impact of artificial intelligence (AI) is rearing its ugly head. With cyber criminals taking advantage of the hustle and bustle of a busy online shopping period and harnessing the latest technology, we ask ourselves, could you spot an AI scam?

No one can dispute the powerful benefits of AI on nearly every aspect of our daily lives, from speeding up processes in the workplace to helping with ideas for Christmas presents, but as technology advances, so too does the complexity of cyber scams. AI works by amplifying existing online-shopping scam techniques and makes them far more convincing, particularly when the consumer has less time to think about their purchase, such as with Black Friday offers.

What to look for when spotting an AI Black Friday shopping scam:

1. Online shops that look real

Probably the most common AI scam would be where an entire website is built to look authentic. AI-assisted website builders, image generators and copywriting tools are used to look professional with auto-generated product photos, brand style and even customer reviews. AI can easily translate content into different languages, so that the scam can be far-reaching. By building a fake website, consumers can be fooled into buying counterfeit goods or items that are never ever shipped.

2. AI personalised phishing

Phishing scams are certainly not a new thing, but AI can supersize the effect by crafting emails, texts or push notifications that mimic a real brand’s tone and style. They can even reference products or retailers the victim recently viewed, or create fake order confirmations, all in an attempt to make people think they are interacting with some of the big-name brands.

3. Fake chatbots posing as customer service

By guiding their victims to input payment information via an online chatbot, AI can quickly and realistically pretend to be a retailer’s customer service contact. Because the chatbot communicates naturally, people trust it more and will part with their login credentials under the guise of “verifying identity”.

4. AI-generated fake reviews, ads and influencer impersonation

Generative AI models can mass-produce photos or videos for social media posts that promote deals that don’t exist. The main aim of creating AI-generated reviews is to increase the credibility of the scam stores and products, making it more likely that the consumer will buy from it. This is also the case with influencer marketing. AI-generated videos could be of celebrities endorsing fake Black Friday deals because people tend to trust familiar faces, even if it’s just a short clip.

4. Fake tracking pages that update automatically

Cyber criminals can use AI to generate tracking numbers that “update” automatically. It also has the ability for fake carrier websites that simulate progress, an automated response can explain shipping delays, all in an attempt to keep victims of the scam believing the purchase is real longer.

Ways to protect yourself from Black Friday scams

If you want to stay safe this Black Friday, there are things you need to watch out for to outwit these latest cyber criminals.

• Don’t trust links from texts or emails about “order issues”. Instead, verify by visiting the retailer’s website directly. Check out the store’s credibility by looking up the store name + “scam” and looking at the domain registration date. Often, newly purchased domains are a red flag, and you should proceed with caution.

• If the offer looks too good to be true, it probably isn’t real. Double check with a trusted friend before proceeding to sense-check your feelings. Always use secure payment methods to complete your purchase online and never use bank transfers, Zelle, Cash App or cryptocurrency. Look for the human tone and pattern in the language used on the website or in communication. Repeating phrasing, identical photos or over-polished language may be an indication that AI has been used.

• Taking proactive steps, such as obtaining Cyber Essentials certification and purchasing insurance against cyber-enabled crime, can significantly enhance security. For more information on Cyber Essentials, CLICK HERE.

Learn more about the cyber risks associated with AI-generated scams by contacting our team on 01905 21681 or email Enquiries@sutcliffeinsurance.co.uk.