Scammers unleash AI to trick bargain hunters this Black Friday
Scammers armed with artificial intelligence are targeting Black Friday bargain hunters with sophisticated new tactics that have already cost Australians $40 million this year.
Scammers are increasingly turning to AI to trick unsuspecting shoppers looking for Black Friday bargains.
Westpac’s Head of Fraud Prevention Ben Young said the scammers’ tactics have become even more convincing with “no typos, highly targeted emails, polished social posts, and even deep fake interviews with celebrities that never happened”.
“Scammers are becoming more sophisticated every day, exploiting anything that’s making headlines or trending. Black Friday is a perfect example. If something is popular, chances are there’s a scam for it,” Mr Young told news.com.au
“This means the usual red flags don’t always apply, which is why it’s so important to pause and think before acting on an offer, a bargain, or an opportunity”.
Two recent online scams included a site purportedly supported by Australian Prime Minister Anthony Albanese, and another a fake investment site featuring fake videos with billionaire Elon Musk supposedly endorsing the platform.
The Australian Banking Association (ABA) said Aussies lost almost $40m to online scammers over the past year.
“Shopping scams are everywhere at this time of year. With Black Friday sales more popular than ever, scammers are looking to capitalise on the surge in shopping activity,” ABA chief executive officer Simon Birmingham said.
“Aussies looking for a bargain will spend billions over the next few weeks and scammers will be lining up to take a slice of the action,” he said.
“Scammers are becoming more savvy, increasingly using AI to mimic legitimate businesses or create fake online stores or advertisements.”
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As well as being more cautious online, Mr Birmingham said consumers should also be wary of fake parcel notifications sent via text or email, which he said is a “very common tactic used by criminals to steal your personal and financial details.”
Latest research by online protection site Norton found nearly a third of Aussies (29 per cent) admitted to taking more risks shopping online this time of the year with more than two in five Gen Zers and Millennials revealing they cut corner while bargain hunting.
Their 2025 Norton Cyber Safety Insights Report: Holiday found social media is now one of the riskiest online shopping spaces with two in five revealing they have clocked on a social media ad to buy a gift.
“For many Australians, gift buying also comes with pressure,” Norton Senior Systems Engineer Dean Williams told news.com.au.
“They tend to want to save money, get everything organised quickly, and not miss out. Scammers deliberately take advantage of those emotions by pushing fake websites, phishing emails and instant-payment scams that mimic the style and tone of real brands,” Mr Williams said.
“It’s not that shoppers suddenly become careless, it’s that the environment is engineered to make everyone act fast.”
More than a third admitted to purchasing directly through platforms including TikTok, YouTube, Instagram and Facebook, with a third of those landing on a suspicious website.
One in five Australians reported being targeted by a scam during a past holiday sales period, with 40 per cent successfully scammed, losing an average of $3,011.
“Social media is now one of the biggest hunting grounds for online shopping scams because it gives fraudsters a direct line to consumers without having to build credibility,” Mr Williams said.
“Fake stores can appear overnight with professional-looking ads, influencer-style content, and hundreds of fabricated “reviews.” AI is accelerating this, with cyber criminals able to utilise these platforms to create professional websites quickly.”
To help shoppers identify potential scams, Westpac has released a Black Friday scams quiz asking five questions to give shoppers “a free way to build awareness before the big sales”.
“Scammers love this time of year, so it’s all about encouraging people to pause and think before they click,” Mr Young said.
The quiz asks five questions such as which is the safest payment method when online shopping and how can you verify if an online Black Friday deal is legitimate.
“If a deal looks too good to be true, it probably is,” Mr Young said.
TAKE THE FREE WESTPAC SCAM QUIZ HERE
“Scammers rely on urgency to catch people off guard. Give yourself permission to take a breath and think before you buy. Don’t let the pressure of a limited-time deal push you into making a mistake.”
Retailers have also been put on notice, with the Australian Competition and Consumer Commission (ACCC) earlier this month revealing they will be targeted misleading or deceptive advertising regarding the sales.
“Misleading advertising may influence a consumer’s behaviour and impact their ability to make an informed purchasing decision during the sales,” ACCC Deputy Chair Catriona Lowe said.
“If consumers are waiting for the Black Friday sales to make a big purchase, we encourage them to consider checking the prices now before sales start, so they can compare the price and determine if they are making a legitimate saving,” Ms Lowe said.
