This year’s Black Friday sales come with an unexpected threat: scams enhanced by artificial intelligence. According to fact-checking group Mimikama, cybercriminals are deploying generative AI tools to produce entire networks of fake online shops, realistic deepfake videos, and phishing campaigns that target unsuspecting shoppers. What makes these scams so dangerous is how genuine they appear — AI-generated content now mimics the branding, tone, and design of legitimate retailers so well that even cautious users can be fooled.
Fraudsters can now set up fully functional e-commerce sites within minutes, complete with logos, product photos, and even fabricated reviews. These sites often replicate major brand pages and use manipulative tactics like “today-only” discounts or “limited stock” alerts to rush buyers into action. Some scams go even further, using deepfake videos of celebrities endorsing fake deals, making the deception appear more credible. Victims lured through social media or text messages often end up losing money or exposing sensitive information to criminals.
Mimikama warns that these aren’t isolated scammers but organized groups using publicly available AI tools that require little technical skill. The scale of the problem has grown so large that platforms such as Facebook, Instagram, and TikTok struggle to keep up — by the time fake videos or accounts are removed, thousands of users may already have been affected. Similarly, payment processors often detect fraudulent transactions only after purchases have been made.
Security experts are urging extra vigilance this shopping season. They advise consumers to check URLs for errors, manually type web addresses, and use secure payment methods like credit cards or PayPal that allow chargebacks. Spotting deepfakes — through subtle signs like odd lighting or imperfect lip-syncing — can also prevent falling for false endorsements. Above all, shoppers should avoid reacting to time-limited deals or high-pressure sales tactics. As AI-driven fraud grows more sophisticated, the best defense remains skepticism and deliberate caution before every click.