Shoppers gearing up for Black Friday bargains are being warned to stay alert: the scams lurking this year are smarter, faster, and powered by AI.
Fraud expert Nick Stapleton says the landscape has changed dramatically since last year, with cyber tricksters using artificial intelligence to create deals and posts that look completely legitimate.
The Hidden Costs of Online Shopping Frenzy
On average, victims lose around £125 to Black Friday scams, according to Visa.
But some unlucky shoppers have seen losses as high as £3,500, reports cyber security firm Norton.
The Home Office has even stepped in, advising people not to be pressured into quick decisions during the busiest online shopping season of the year.
AI Is Targeting You Before You Know It
Once upon a time, avoiding a dodgy email was enough. Not anymore.
Scammers now use AI to hunt for potential victims across social media, analyzing profiles and engagement to identify easy targets.
“AI is being used absolutely everywhere,” Stapleton warns.
“Social media is the perfect platform for them to exploit.”
AI-generated images and posts, sometimes called ‘AI slop,’ look increasingly realistic.
Heartwarming posts featuring children or pets, or even images of celebrities in distress, are created to tug at emotions.
When users like or comment, scammers know they’ve found someone receptive and may begin messaging them privately from other accounts.
Research from Visa shows people who engage with AI-generated content are nearly nine times more likely to fall for a scam.
Chatbots Make Scams More Convincing
Once a victim is engaged, scammers employ chatbots powered by large language models, such as ChatGPT or Google’s Gemini.
These chatbots generate human-sounding responses, making conversations seem authentic.
Scammers can gauge interests, refine messages, and then direct victims to fake retailer websites or ask for direct bank transfers.
Stapleton explains, “They’ll write messages with prompts like ‘re-write this so it sounds professional and believable.’
By the time someone clicks a link, their card details are already compromised.”
AI Trading Scams Are on the Rise
Investment-related scams are particularly cruel.
Last year, one man lost £130,000 to a scam claiming to be an AI-managed trading fund.
“The idea that AI can outperform financial advisors is enticing,” Stapleton says, “but in almost all cases, it’s a complete con.”
Practical Steps to Stay Safe
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Don’t interact with suspicious posts – Liking or commenting makes you a target.
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Treat social media like a foreign city – Stay alert, especially if you’re over 50, as scammers increasingly focus on older adults.
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Get a second opinion – Asking a friend or family member if a post seems real can save you from being scammed.
The Home Office Weighs In
With Christmas approaching, the Home Office warns that Black Friday is a prime time for delivery and shopping fraud.
Thousands of cases are reported each year, and UK consumers lost £11.8 million to online scams over the 2024 festive period.
Fraudsters impersonate courier firms, create fake websites, or send misleading messages, hoping shoppers will act impulsively.
Fraud Minister Lord Hansen emphasizes, “Stop! Think Fraud before acting on any delivery message or special offer.
The festive season can be exciting, but it’s also when scammers are most active.”
The Bottom Line
This year, AI is giving scammers a dangerous edge.
Staying cautious, asking questions, and thinking twice before clicking is more important than ever.
As tempting as Black Friday deals are, protecting your money and personal information has to come first.
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