Bargain hunters are more fearful than ever before of falling victim to online criminal gangs this Black Friday as Artificial Intelligence is making shoppers more susceptible to purchase scams than ever before. As fraudsters change tactics and turn to targeting victims by direct messaging, banking giants Barclays is urging deal-seekers to act with caution to stay protected when shopping during the UK’s busiest retail event of the year. Three in four UK adults (75 %) believe AI advances have made online scams more convincing, while just 36% feel confident they could spot an AI-generated scam. Shoppers say AI is making fake reviews (47%), fake websites (45%) and fake social media ads (37% ) harder to spot.

Meanwhile just one in three are confident they could spot an AI scam when shopping online Half are more worried about falling victim to a scam than they were 12 months ago – despite three quarters of all people now in doing some form of research before committing to an online purchase.

These shoppers most often look at customer and product reviews (48%), however they may rely on them less going forward if they struggle to distinguish between those that are authentic and those that have been created using AI.

The worries means eight in 10 people believe more work should be done to protect consumers from scams and that tech companies need to be doing more to prevent crimes from occurring on their platforms. Almost half of consumers (45%) would even feel comfortable with tech companies and banks sharing personal data with each other, if it was done to prevent them from falling victim to a scam.

Kirsty Adams, Fraud & Scams Expert at Barclays, said: “Scammers are adapting fast, using increasingly sophisticated tactics to exploit shoppers during peak sales periods. Acting quickly without checking can lead to serious financial loss. My advice is simple: pause, verify, and never share sensitive information unless you’re certain the retailer is genuine.”

S – Stop and research

Before clicking on a link or entering payment details, pause and check. Verify the retailer’s official website, look for secure payment options, and read independent reviews. A few minutes of research can prevent a costly mistake.

A – Ask someone you trust

If a deal looks too good to be true or you’re asked to pay through unusual methods, speak to a friend or family member. They may spot warning signs you’ve missed.

F – Flag unrealistic offers

Be cautious of offers that promise huge discounts or pressure you to act immediately. Scammers often use urgency to push shoppers into quick decisions.

E – Ensure secure processes

Legitimate retailers will never ask for bank details via SMS or social media. Always use official payment gateways and avoid sharing personal information through unsecured channels.

For more information and advice on how to stay protected from fraud and scams, visit: barclays.co.uk/scams.