Fake Deals and Shopping Scams

AI-generated fake retail sites are fraudulent online shops built using artificial intelligence that copy legitimate retailers' branding, product photos, and website designs to trick shoppers into making purchases that never arrive. Fraudsters use large language models to rewrite product descriptions scraped from sites like Amazon, creating convincing listings that even rank well in search engines. Learning how to tell if a website is safe before you click is essential during shopping season.

During Black Friday 2023, fraudulent websites mimicking legitimate retailers surged by 89% compared to 2022, tripling since 2021. With AI now automating the entire process, fake retail sites can be created in minutes, meaning thousands of fraudulent shops appear during peak shopping periods. Always check the website address carefully, look for the padlock symbol, and avoid paying by bank transfer.

Deepfake celebrity endorsements are AI-generated videos or images that make it appear as though famous people are promoting products, discounts, or investment schemes they have never actually endorsed. These scams exploit public trust in celebrity figures to lure victims into fraudulent purchases or financial schemes. Understanding what deepfakes are and how they work can help you spot these sophisticated frauds.

A criminal network based in Georgia used deepfake videos of celebrities including Martin Lewis and DJ Zoe Ball to promote cryptocurrency schemes, scamming victims out of $35 million, with UK victims alone losing £9 million. According to McAfee's 2024 study, one in five Americans have unknowingly paid for fake products endorsed by deepfake celebrities, rising to one in three among those aged 18-34. Check official accounts before believing any ‘exclusive' deal.

AI-written fake reviews are fraudulent product or service reviews generated by artificial intelligence tools like ChatGPT, designed to artificially inflate ratings and mislead shoppers into purchasing products that may be low-quality or non-existent. The wording often sounds overly polished, repetitive, or suspiciously perfect with no spelling errors.

UK government research found that between 11% to 15% of reviews in product categories such as consumer electronics and home and kitchenware were fraudulent. In 2023 alone, Tripadvisor flagged and removed 1.3 million fake reviews. A recent study found that roughly 5% of reviews in baby products, beauty, and wellness categories on Amazon were AI-generated. Look for verified buyer photos or balanced feedback with realistic details instead of generic praise.

Counterfeit product listings are fake advertisements on legitimate marketplaces like Amazon or eBay that use stolen product photos and copied descriptions to sell non-existent or knock-off items at suspiciously low prices. AI tools make it easy for scammers to copy and repost authentic product pages within minutes.

Research shows that 43% of Amazon's bestselling products had unreliable reviews, with the problem especially severe for clothes, shoes, and jewellery (88% unreliable reviews) and electronics (53%). If it looks far cheaper than anywhere else, it's probably fake or will never arrive. Always compare prices across multiple retailers before buying.

AI-generated flash sale sites are temporary fraudulent websites that appear overnight offering massive discounts on popular products, then disappear immediately after collecting payments. These sites use AI to create professional-looking storefronts in minutes, complete with countdown timers and fake stock warnings.

Between April and December 2020, the UK's National Cyber Security Centre identified and took down 139,522 fake shop websites, with many operating for just 24-48 hours before vanishing. Search the brand name plus ‘reviews' before buying from any new site, and be wary of shops with no online history or social media presence.

False countdown timers are manipulative website features that create artificial urgency by displaying ‘limited time' offers that reset or loop indefinitely to pressure shoppers into making hasty decisions. These timers exploit psychological triggers to bypass rational decision-making.

Consumer psychology research shows that urgency tactics can increase conversion rates by up to 332%, which is why scammers rely heavily on them. Timers that restart every time you refresh the page are designed to rush you into buying. Take a moment to compare prices elsewhere and check if the same ‘urgent' deal is still available days later.

AI chatbot customer support scams involve fake shopping sites using sophisticated chatbots that pretend to be helpful customer service agents but are actually programmed to collect payment information and personal details. These bots can hold convincing conversations that make them seem legitimate.

The rise of AI chatbots has made these scams more prevalent, with fraudsters using large language models to create bots that respond naturally to customer questions. Some fake sites use chatbots that pretend to be helpful staff but are really collecting card details. Never share payment info in chat windows – legitimate companies process payments through secure checkout pages, not live chat.

Malicious QR code deals are fake promotional offers where scammers post QR codes on social media, printed flyers, or even over legitimate codes in public places that redirect to phishing websites or automatically download malware when scanned. The convenience of QR codes makes them an attractive vector for fraud.

QR code scams have increased significantly as the technology became mainstream during the pandemic. ‘Scan to unlock 50% off' codes can lead to phishing pages that steal your information or install malicious software. Only scan codes from trusted brands or official in-store displays, and always check the URL before entering any information.

Fake coupon extensions are malicious browser add-ons that claim to automatically find and apply discount codes while shopping, but actually track your browsing activity, steal login credentials, or inject additional affiliate links to earn commission at your expense. These extensions often have access to everything you type.

Research by cybersecurity firms has found numerous coupon extensions engaging in data harvesting and credential theft. Browser add-ons promising automatic discounts sometimes track your activity or steal logins. Stick to well-known coupon tools from official stores with verified publisher badges and positive reviews from trusted sources.

The UK's National Cyber Security Centre took down 139,522 fake shopping websites in just 8 months during 2020. With AI automation, this number is likely far higher today.

A good antivirus or browser protection tool can often detect and block these fake shopping sites before they load.

Phishing and Payment Scams

AI voice phishing (or ‘vishing') uses cloned synthetic voices that sound almost identical to real customer support agents, delivery drivers, or even family members to trick victims into sharing sensitive information or making payments. Modern AI can create realistic voice impersonations from just seconds of audio. Knowing how to detect AI-powered phishing attacks can protect you from these sophisticated scams.

Voice phishing attacks increased by 442% in 2024, with scammers using AI voice cloning technology that can mimic pitch, tone, accent, and timbre with alarming accuracy. In one case, the CEO of a UK energy provider was tricked into transferring €220,000 after receiving a call from someone using deepfake voice technology to impersonate his boss. If a caller claims to be from customer support asking for payment details, hang up and call the company directly using a verified number.

Fake order confirmations are phishing emails designed to look like legitimate purchase receipts for expensive items you never bought, hoping to trigger panic so you'll click a ‘cancel' or ‘dispute' link that leads to a credential-stealing website. These emails exploit the fear of unauthorised charges. Learning how to check if an email is fake or a scam before clicking anything is crucial for staying safe.

McAfee's 2024 study found that 44% of Americans received alerts about purchases they didn't make, making fake order confirmations one of the most common scam tactics. Phishing emails often say you've made a large purchase, urging you to click to ‘cancel'. Go straight to your actual account or bank app to check instead of clicking any links in emails.

AI-generated bank alerts are fraudulent text messages or emails that perfectly mimic your bank's writing style, branding, and format to warn of suspicious activity, hoping you'll click a malicious link or call a scammer's number. AI can now replicate institutional communication styles with frightening accuracy.

In 2024, more than £1.1 billion was stolen by scammers in the UK alone, with bank impersonation being a major tactic. These look identical to real messages because scammers use AI to study and replicate banking communication patterns. Avoid links in texts or emails – visit your bank's official website manually by typing the address yourself.

Payment gateway spoofing involves creating fake versions of trusted payment platforms like PayPal or Stripe that look nearly identical to the real thing, designed to capture your login credentials and payment information when you attempt to complete a transaction. These pages often have subtle URL differences.

Cybersecurity analysts report that payment gateway spoofing has become increasingly sophisticated with AI-generated page elements. Fake PayPal or Stripe pages can steal your credentials if you don't notice the URL discrepancy. Always check the website address carefully before entering details – look for https:// and the exact domain name without extra characters or misspellings.

Refund processing scams are fraudulent messages claiming you're owed money for a cancelled order, then requesting your bank account details to ‘process the return', which scammers use to steal funds or set up direct debits. Legitimate companies never ask for banking information via email.

With £570 million reported stolen by scammers in the first half of 2024, refund scams have become a common tactic. Messages claiming you're owed a refund usually ask for your bank details, but genuine companies process refunds automatically to your original payment method without requiring you to submit account information.

Delivery tracking scams are fake text messages or emails pretending to be from courier services like Royal Mail, DPD, or Evri claiming there's a problem with your parcel and requesting payment or personal information through a malicious link. These messages look increasingly authentic thanks to AI.

In 2024 alone, 42% of people in the UK were targeted by delivery scams, with fake parcel delivery texts being one of the fastest-growing scam types. Fake DPD messages alone led to over £200,000 in losses, with one woman losing £35,000 after initially paying a small £2.99 ‘redelivery fee'. Fake Royal Mail or DPD texts are common during shopping season. Don't click tracking links unless they match a real parcel you're expecting – visit the courier's official website directly instead.

Fake digital gift cards are counterfeit eGift cards sold on social media marketplaces or unofficial websites at discounted prices that never activate, leaving buyers unable to use them for purchases. Scammers exploit the popularity of gift cards during shopping seasons when people look for deals.

Social media marketplace scams were the second-fastest growing scam type in 2024, with 30% of people reporting increased risk. Gift cards sold on social media are often fake or never activate after purchase. Buy directly from official retailers or authorised resellers instead of third-party sellers on social platforms.

Subscription renewal traps are fraudulent notices sent via email claiming your subscription to antivirus software, streaming services, or other digital tools is expiring, urging immediate payment through a malicious link. AI helps scammers create convincing renewal notices that match legitimate company styles perfectly.

With millions of people managing multiple digital subscriptions, these scams exploit confusion about which services you actually pay for. Scammers send ‘renewal notices' for software or antivirus subscriptions using AI-crafted emails that look official. Log in to your real account directly through the official website to check subscription status before clicking any payment links in emails.

Using a password manager can protect you from entering your details on fake pages, and an antivirus program can warn you if a site isn't secure.

Social Media and Influencer Scams

Deepfake influencer giveaways are AI-generated videos or posts that make it appear as though popular social media personalities are hosting contests for free products, but actually require payment for ‘shipping' or personal information that scammers exploit. These deepfakes can be extremely convincing to younger audiences. Parents concerned about their children's exposure should consider setting up parental controls on devices to add an extra layer of protection.

Ofcom research found that 32% of children aged 8-15 encountered deepfake scam adverts, making influencer impersonation a significant threat. AI can make influencers appear to offer prizes or giveaways that don't exist. Real brands won't ask for payment or extensive personal details to claim a prize – legitimate giveaways are truly free.

AI-edited product demos are promotional videos that use artificial intelligence to digitally enhance or completely fabricate product performance, showing results that are impossible to achieve in reality. These misleading demonstrations convince buyers to purchase ineffective or fake products. If you're concerned about your child encountering manipulated content online, read our guide on what to do if your child encounters a deepfake.

With online purchase scam reports up over 125% from 2023, fake product demonstrations have become a major concern. Videos showing ‘miracle' results are often digitally enhanced or completely fabricated using AI editing tools. Search for genuine user reviews and unboxing videos from independent sources before you buy anything that looks too perfect.

Malicious TikTok and Instagram ads are paid promotional posts on social media platforms that lead to fake stores, phishing sites, or fraudulent checkout pages despite appearing to come from legitimate brands. Scammers exploit social media's massive reach and the trust younger demographics place in platform advertising.

Over 100 million Americans now make purchases directly on social platforms, with 83% of Gen Z consumers starting their shopping on these platforms. According to BBB Scam Tracker, over 80% of consumers lost money when encountering an online shopping scam in 2023. Some paid adverts lead to cloned websites despite looking official. Check when the account was created, whether it has a verified badge, and how long it has been active before shopping.

Fake Black Friday Telegram groups are private chat communities that claim to share exclusive insider deals or secret discounts, but actually exist to harvest personal data, collect ‘membership fees', or promote phishing links. These groups create false urgency and FOMO (fear of missing out) to pressure victims.

Private messaging apps have become popular hunting grounds for scammers because they're less regulated than public social media. Private chat groups that promise exclusive deals are often collecting data or asking for small ‘joining fees' to access non-existent offers. Leave straight away if you feel pressured to pay or share personal information.

AI-powered comment bots are automated accounts that post hundreds of positive comments on scam advertisements to create the illusion of social proof and legitimacy, making fake deals appear more trustworthy. These bots can generate contextually appropriate responses that seem genuine.

In the fourth quarter of 2023, TikTok removed around 720 million fake followers due to fake accounts, highlighting the scale of bot activity on social platforms. Hundreds of identical or overly positive comments can make fake ads look credible and trustworthy. Tap a few profiles commenting on deals – most will be empty accounts, recently created, or have suspicious activity patterns with generic usernames.

Fake influencer collaborations are scam posts where fraudsters claim to be partnering with major brands for exclusive promotions, using stolen branding and logos to appear legitimate whilst directing victims to fraudulent shopping sites. These posts exploit consumer trust in influencer marketing.

Influencer marketing has grown into a multi-billion pound industry, with over 80% of marketers viewing it as highly effective. Some social media accounts claim to be part of major brand campaigns when they're not, using stolen graphics and logos. Cross-check on the brand's official page or website to see if the campaign and partnership are real before making any purchases.

Parental control tools can help filter out fake adverts and deepfake content on your children's devices, reducing exposure to scams.

AI-Specific and Emerging Tech Scams

Fake AI shopping assistants are malicious mobile apps or browser extensions that claim to use artificial intelligence to find the best deals and lowest prices, but actually collect your personal data, track your browsing habits, or install spyware on your device. These apps exploit the current AI hype to appear cutting-edge and trustworthy.

With AI technology becoming mainstream, scammers are capitalising on consumer excitement about AI-powered tools. Some apps claim to find you the best deals but actually collect your data without permission. Download shopping apps only from verified official app stores like Google Play or Apple App Store, and check developer credentials and user reviews carefully before installing.

AI tool subscription scams involve fraudsters selling fake or pirated versions of popular AI software like ChatGPT, Midjourney, or design tools, advertising ‘Black Friday lifetime deals' that disappear once payment is processed. These scams exploit demand for expensive AI tools by offering them at impossibly low prices.

As AI tools have become essential for work and creativity, scammers have capitalised on their popularity. Fake versions of popular AI tools promise lifetime access for a low one-time fee, then vanish after collecting payments. Check reviews from trusted tech sites, verify the seller is an authorised reseller, and remember that legitimate software companies rarely offer ‘lifetime' access at 90% discounts.

Fake cybersecurity software involves scammers selling malware disguised as antivirus programs, VPNs, or security tools, often advertised with fake Black Friday discounts. Instead of protecting your device, this software installs malicious code that steals data or monitors your activity.

Cybersecurity software is ironically a popular disguise for malware itself. Scammers sell malware disguised as antivirus or VPN apps, particularly during sales periods when people look for deals on security tools. Choose security software only from reputable providers with established track records like Norton, McAfee, Bitdefender, or NordVPN, and never download security tools from pop-up advertisements.

AI voice cloning family scams involve criminals using just a few seconds of audio from social media videos to create realistic deepfake voices of your loved ones, then calling you pretending to be a family member in an emergency who needs urgent money. The emotional manipulation makes these scams particularly effective. These tactics are similar to romance scams that exploit emotional vulnerability, but target family connections instead.

Voice cloning technology can now replicate someone's voice from just 3 seconds of audio, making family emergency scams frighteningly convincing. Scammers clone a loved one's voice using AI and claim they need urgent money for an emergency abroad. Always verify by calling the person directly on a known number, establish a family code word for emergencies, or ask questions only the real person would know.

Fake AI investment bots are fraudulent automated trading platforms that promise guaranteed high returns using ‘advanced algorithms', but either steal deposits immediately or show fake profits before disappearing with all funds. These scams exploit people's desire for passive income and fear of missing out on AI technology.

In 2024, victims in the UK lost £649 million to investment fraud, with cryptocurrency accounting for 66% of all reports. AI service providers on scam platforms saw revenue grow by 1,900% year over year. ‘AI trading bots' that promise huge returns are classic frauds – legitimate investment platforms never guarantee profits and are always regulated by financial authorities.

AI price tracker extensions are browser add-ons that promise to monitor prices across hundreds of retailers to alert you to the best deals, but may actually harvest your browsing data, inject affiliate links, or steal login credentials from shopping sites. These extensions request broad permissions that give them access to everything you do online.

Browser extensions are particularly dangerous because they operate with elevated permissions. Extensions that promise to ‘track prices across hundreds of stores' may harvest your personal data, payment information, or browsing habits. Read user reviews from trusted sources, check the developer's reputation, and be wary of extensions requesting permission to ‘read and change all your data on all websites'.

Fake AI resume or design tools are fraudulent websites offering AI-powered services like CV builders, logo generators, or design assistants at steep Black Friday discounts, but either deliver nothing after payment or steal your credit card information. These scams target job seekers and freelancers looking for affordable tools.

With AI design tools like Canva and resume builders becoming popular, scammers create lookalike sites offering similar services. Some ‘AI design' sites advertise 90% off deals, collect payment details, then disappear or deliver substandard plagiarised content. Check if the tool has a proper company behind it with a legitimate business address, verified social media presence, and genuine user testimonials from trusted review sites.

Fake AI-curated marketplaces are fraudulent shopping platforms that claim to use artificial intelligence algorithms to find and verify the best products and deals, but actually exist only to collect payment information before vanishing after Black Friday. These sites exploit trust in AI technology to appear innovative and legitimate.

The Advertising Standards Authority sent 177 scam ad alerts to platforms in 2024, with brand sale scams and fake giveaways being among the top four scam types. Sites claiming to use AI to find the best products may vanish after Black Friday, taking your payment details and money with them. Research the platform thoroughly, check domain registration dates, and avoid new marketplaces with no established history or independent reviews.

AI blackmail or sextortion involves scammers using artificial intelligence to create fake intimate images by superimposing your face onto explicit content, then threatening to share these fabricated images with your contacts unless you pay money. These psychologically devastating scams exploit fear and shame to extract payments. If you or a family member faces this threat, our guide on what to do if your teen is targeted by sextortion provides immediate steps to take.

Deepfake incidents rose 19% in the first quarter of 2025 compared to all of 2024, with sextortion becoming increasingly common. Scammers use AI to create fake images and threaten to share them, but remember these images are fabricated and not real. Never respond or pay – report immediately to police via Action Fraud, block all contact, and inform trusted friends or family who can provide support.

Smart device phishing involves heavily discounted smart speakers, security cameras, baby monitors, or IoT devices sold during Black Friday that contain pre-installed spyware or malware designed to monitor your home, steal data from your network, or provide backdoor access to hackers. These compromised devices pose serious privacy and security risks. Protecting your network by securing your home Wi-Fi properly is essential when connecting smart devices.

The Internet of Things has created new opportunities for cybercriminals to compromise devices before sale. Discounted smart speakers, cameras, or baby monitors from unknown sellers can contain spyware or provide hackers with network access. Buy directly from recognised retailers like Amazon, John Lewis, Currys, or manufacturer websites to ensure devices haven't been tampered with, and always change default passwords immediately after setup.

Real-time protection from your antivirus can help detect these kinds of threats, and keeping your software updated will reduce risks further.