AI-driven scams are expected to surge ahead of Black Friday. Here’s how to spot the fake

JACKSONVILLE, Fla. – Black Friday is approaching fast and this year online scammers are equipped with artificial intelligence.

AI-driven scams and deepfake technology are more enhanced than ever this holiday season.

59% of Americans say they’re more concerned about being scammed online than they were at this time last year, according to McAfee’s 2024 Global Holiday Shopping Scams Study.

The study shows how AI-powered scams are taking over social media and even targeting consumers via email and text. That’s why Billey Steeghs, COO of the local cybersecurity firm OnDefend, says that even messages appearing to come from trusted influencers or brands need to be closely examined.

“These things are now very difficult to see. You see very prominent people in product endorsements or product reviews or before and after that look like this product did a great job, but essentially the content is fake,” Steeghs said.

The quality of online scams is significantly increasing, which Steeghs calls “scary.” Even video and audio messages enhanced by AI are hard to detect because the typical grammatical issues, accents, and other tells used to detect these kinds of scams are no longer evident.

“AI is still not perfect. It’s getting better,” Steeghs said. “But right now, I still look for a lot of visual inconsistencies, like little facial glitches, especially when things are moving, a lot of lighting mismatches, still some blurring and some warping. You’ll see in videos a lot of times you can see blinking. Blinking is supposed to be a really difficult issue to fix for AI, you sometimes see that earrings are mismatching, or, you know, fingers start to distort when they’re moving.”

Examples of influence deepfake videos are all over TikTok and Instagram. Those who shop directly on social media are facing evolving risks.

Consumers should beware of convincing fake websites that look identical to real stores, realistic-looking social media ads that look too good to be true, and fake customer service chatbots that steal your information.

Steeghs encourages online shoppers to verify before clicking any links and to use AI to detect AI. He recommends consumers familiarize themselves with a tool called Deepware Scanner that can help identify deepfake videos.

“One thing that AI, luckily doesn’t have is what we should be using more, which is your gut instinct,” Steeghs said. “And when something seems to be too good to be true, or it is, you know, it is something that you think that the website does not necessarily look as professional, or, you know, when you verify you the URLs or the information that is being presented, I think that’s the best way to do is slow down, do a little bit of research. Don’t be impulsive.”

If you do decide to shop in person on Black Friday, the Better Business Bureau offers these tips to make your shopping experience productive (and maybe even enjoyable):

• Have a plan to make the most of Black Friday deals.
  • Start with a list of items and use sale flyers and promotions to determine which store has the best price for the big-ticket and popular items.
  • Set a budget and stick with it before heading out.
• Read the fine print.
  • Some retailers may offer an additional percentage off the purchase but could exclude certain deals or items such as “doorbusters.”
  • Watch for companies boasting a high percentage off; the item may be “75% off,” but the original price could be inflated.
  • Carefully check the price tags, terms, and conditions. See if competitors have the item at a better price or have a better return policy.
• Check the reviews.
  • If you’re not familiar with the retailer, visit BBB.org to check their complaint and review history.
  • BBB reviews can be trusted over other review sites; find out why.
  • Read product reviews on extremely discounted items.
• Plan out the excursion.
  • Make a game plan of which stores to visit at which time and what items to buy at each store. Some retailers only honor certain sale ads early in the morning and have limited inventory of those items.
  • Plan your mealtimes and when you will grab food to avoid shopping while ‘hangry.’
• Sign up for email alerts and reward programs.
  • Many stores send their best Black Friday deals and exclusive coupons to subscribers to their emails. Sign up before the holiday season, then unsubscribe afterward if needed.
  • Use reward cards or credit cards that offer cash back, points, or other benefits.
• Know the return policy and warranty information.
  • Pass any information about returns, exchanges, repairs, and warranties to the person using the item.
  • Gift receipts are an easy way for recipients to return or exchange a gift if it’s not just right, but make sure the item can be returned before purchasing.
• Go online.
  • You may not have to leave the house if the store offers the deal online!
  • Look for free shipping and in-store pickup options to avoid the crowds.
  • Coupon sites and browser extensions can offer discount codes that may bring the delivery price below that of an in-person exchange.
  • See if the upcoming Cyber Monday price might be lower than the Black Friday one.
• Look for the BBB Seal. It’s the Sign of a Better Business.
  • Shop with confidence this Black Friday by choosing businesses that prioritize trust and ethics in the marketplace. You’ll have peace of mind, avoid scams, and make smart purchasing decisions.

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