Shoppers warned of AI scams as Black Friday nears
As Black Friday approaches, consumers are urged to be vigilant of AI-driven scams that are becoming increasingly prevalent and sophisticated.
The National Cyber Security Centre and consumer watchdog Which? have recently highlighted the growing threat of scams facilitated by artificial intelligence, urging online shoppers to protect themselves as financial losses from such scams continue to rise.
Media Medic, a specialist in digital audio and content analysis, has identified a range of AI scams and released a guide to help consumers identify potential fraudulent activity. Ben Clayton, Chief Executive Officer of Media Medic, has shared insights and advice on the topic.
Clayton stated, "Black Friday has always been a prime opportunity for scammers, but the rise of AI has taken their tactics to a whole new level. It's wild to think how far we've come with AI—on one hand, it's incredible for innovation, but on the flip side, it's also made fraudsters smarter. I've seen firsthand through my work at Media Medic just how convincing AI-generated scams can be. Deepfake voices, hyper-realistic fake websites, even emails that mimic someone's tone perfectly, it's enough to make anyone second-guess everything online."
He further commented on the dynamic challenges posed by AI in the context of Black Friday. "AI doesn't just allow scammers to reach more people; it lets them personalize their approach, making it harder than ever for the average person to spot the difference. This Black Friday, the sheer volume of online shopping creates a perfect storm for fraud, especially with so many people rushing to grab deals. The speed, sophistication, and scale of these scams mean that even tech-savvy shoppers aren't immune," Clayton added.
As a proactive measure, Media Medic has outlined six key red flags to help consumers identify potential AI scams, starting with polished fake websites. "AI tools can create incredibly convincing fake websites, right down to using identical fonts, logos, and layouts. The URLs are often where scammers slip up, maybe there's an extra 'e' in 'BestBuy' or an unfamiliar domain like '.co' instead of '.com,'" Clayton explained. "I always recommend manually typing the website URL into your browser instead of clicking links, especially if you're navigating from an email or social media ad."
Another red flag includes fake customer support interactions. AI-powered chatbots may mimic legitimate customer service representatives and request sensitive information. Clayton cautioned, "Real companies don't need your full password or PIN—if anyone's asking, it's a red flag."
Synthetic ID scams represent another risk, where AI is used to blend real stolen data with fictitious information to create new identities. Clayton advised, "If you notice unexplained activity on your credit report, it could be a sign. Regularly checking your credit report and enabling alerts can help you spot this early."
AI-powered phishing emails have become more tailored and convincing. Clayton suggested consumers remain vigilant by cross-checking claims directly with companies.
QR code scams and deepfake voices further illustrate the evolution of scams through AI. Scammers may create fraudulent QR codes or clone voices for phishing attempts, leading to potential data breaches.
Clayton highlighted the importance of maintaining vigilance, stating, "The best way to protect yourself this Black Friday is to approach every deal with a healthy dose of skepticism. Slow down and think before clicking on links or sharing personal information. Verify the source of emails or phone calls, double-check URLs, and use multi-factor authentication wherever possible. Staying informed is also key; knowing how these scams work is half the battle. AI-powered scams are only going to get more convincing, so it's up to all of us to stay vigilant and take those extra seconds to question what's in front of us. A bit of caution can save a lot of regret."
