Growing AI-driven scams target festive shoppers

A recent study has revealed that 84% of Indians are now more concerned about deepfakes than a year ago, highlighting a growing awareness of AI-driven scams. “While awareness of AI-driven scams is increasing, it is concerning that nearly half of the respondents in our study have fallen victim to scams that appear to be celebrity-endorsed, a tactic often enabled by deepfake technology,” says Pratim Mukherjee, senior director of engineering at McAfee. Cyber experts point out that festive seasons in India often serve as hotspots for online scams.
Talking point:
(as per McAfee’s Global Festive Shopping survey)
How AI is used in online scams

• AI-driven tools allow cybercriminals to create convincing fake celebrity endorsements or messages that appear to come from trusted sources. These manipulations can easily deceive unsuspecting users
• Scams have become more advanced, ranging from voice cloning to SMS and email scams. The increasing sophistication of these tactics makes them harder to detect
• Younger consumers are particularly at risk. Research shows that nearly 60% of individuals aged 18-34 have fallen victim to such scams. Adding to the challenge, only 32% of Indians feel confident they can distinguish between a voice generated by artificial intelligence and one from a real person
• “During the festive season, people are often in a joyful and emotional state. While searching and scrolling online, people don’t pay attention for long, especially to videos, making them easier targets for scams. It’s important for shoppers to stick to reputable websites and exercise caution when considering deals that seem too good to be true,” says Ritesh Bhatia, cyber expert

While some individuals are familiar with AI, not everyone has the same level of awareness. The impact also varies by demographic — while Gen Z and Millennials are more conscious of AI-driven technology, Baby Boomers and Gen X are less likely to be aware

Ritesh Bhatia, cyber expert

While 93% of Indians recognise AI's role in scams, 41% still fall prey during festivals, highlighting the need for better education and stronger protective measures

Pratim Mukherjee, senior director of engineering at McAfee