Gen Z shoppers targeted with AI-driven celebrity scams

As the holiday shopping season approaches, McAfee’s 2024 Global Holiday Shopping Scams Study sheds light on a concerning trend: AI-powered scams and deepfakes are becoming increasingly prevalent, targeting younger demographics with deceptive tactics. The rise of AI-generated synthetic media, also known as deepfakes, poses significant risks as these technological advancements make fraudulent notifications and fake endorsements alarmingly realistic.

The study reveals that these sophisticated scams are reshaping how consumers, particularly younger ones, approach online shopping. A staggering 70% of American shoppers acknowledge that AI-driven scams have altered their shopping behaviors. This is particularly evident among Gen Z and Millennials, who are more susceptible to such AI scams due to their heavy use of social media platforms to purchase goods. Here are five key findings from the report and how to avoid AI-driven schemes during the holiday season.

RB Insights

Increased Awareness: According to McAfee, 78% of Americans believe cybercriminal activity…