McAfee 2024 Study: Rising Threat of AI-Powered Scams and Deepfakes This Holiday Season

AI-Driven Scams and Deepfake Threats Highlighted in 2024 Global Holiday Shopping Scams Study

A leading name in online protection has unveiled the findings from its 2024 Global Holiday Shopping Scams Study, spotlighting the growing impact of AI-driven scams and deepfake technology on holiday shoppers. The study underscores how these advanced tactics are raising risks and altering how people approach holiday shopping this season.

AI-Powered Scams on the Rise

The research reveals heightened awareness among holiday shoppers, with 78% of Americans acknowledging that cybercriminal activity spikes during the holidays. A significant 88% believe AI is amplifying the volume and sophistication of online scams. This surge has fueled anxiety, as 59% of Americans report greater concern about being scammed online compared to last year.

McAfee Labs research validates these fears, noting a sharp increase in unsolicited holiday shopping emails since early October. Black Friday-related emails alone soared by 495% from October to early November, while Christmas-themed emails jumped by 314%. These trends highlight the persistent risks throughout the holiday season, urging shoppers to stay vigilant.

Examining Trusted Sources

AI-powered tools are enabling scammers to craft highly convincing fake communications. With 57% of shoppers driven by emails and 34% by texts from trusted brands, these channels are prime targets. Alarmingly, only half of shoppers consistently verify the authenticity of these messages, leaving many vulnerable to scams.

Deepfakes: A Growing Threat

The study also highlights the increasing danger of AI-generated deepfakes, particularly for younger shoppers. Around 21% of Americans have unknowingly purchased counterfeit products endorsed by deepfake celebrity endorsements. Gen Z and Millennials are disproportionately affected, with 1 in 3 falling victim to such scams compared to just 5% of shoppers aged 55 and older.

“The holidays are a season many look forward to – from consumers, to retailers, to cybercrooks,” said Abhishek Karnik, Head of Threat Research at McAfee. “AI tools now enable scammers to create near-perfect imitations of brand messages, celebrity faces, and websites. We urge shoppers to stay cautious, question deals that seem too good to be true, and leverage AI-powered protection to safeguard their information.”


Key Trends from the Study

1. Scam Messages Are Surging:

  • 64% of Americans receive most scams via email, 20% via text, and 16% via social media.
  • Top scams include fake delivery notifications (59%), unauthorized purchase alerts (44%), and fraudulent credit card or bank account issues (37%).

2. The Cost of Chasing Deals:

  • 84% of shoppers are on the hunt for bargains, but this can increase their exposure to scams.
  • 57% start shopping early for savings, while 19% are willing to buy from unfamiliar retailers for a deal.

3. Risks in Social Shopping:

  • Over 100 million Americans now shop on social media platforms like Instagram and TikTok, which opens them to evolving threats.
  • Gen Z leads this trend, with 83% starting their shopping journey on social media.

McAfee’s Holiday Safety Tips

  1. Think Before You Click: Avoid interacting with suspicious links in emails or texts. Visit official websites directly for deals or updates.
  2. Use AI to Combat AI: Utilize AI-driven tools like Text Scam Detector to block dangerous links and browse securely.
  3. Detect Deepfakes: Watch for inconsistencies such as unnatural blinking, odd movements, or distorted audio in videos.
  4. Invest in Comprehensive Protection: Use robust online security solutions like McAfee+ to safeguard your identity, privacy, and devices. McAfee Deepfake Detector can alert you to fake audio within videos.

Stay vigilant this holiday season to ensure your shopping remains merry and safe.

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