Cybersecurity chiefs are encouraging Black Friday bargain hunters to increase their vigilance this shopping season as online fraudsters are likely to use artificial intelligence (AI) to increase the perceived legitimacy of their scams.

The National Cyber Security Centre (NCSC) – which is part of the UK’s intelligence agency GCHQ – is warning that cyber criminals are likely to use AI technology such as large language models to produce more convincing scam emails fake adverts, and bogus websites.

While AI offers huge opportunities for societal advancements, it can also be exploited by fraudsters to help them produce accurate and professional looking content intended to dupe victims into giving away their financial details or download malware on an increasingly large scale.

The warning comes as new data from Revealing Reality/Yonder found that 72% of British people are worried that new technology such as AI will make it easier for criminals to commit online fraud.

Previously, scams could often be identified by features such as poor grammar or spelling, coming from an unusual email address, or feature imagery or design that feels ‘off’, the NCSC says. But while AI might generate more polished communication in phishing attempts, many of the typical hallmarks of a scam remain the same.

Typical tell-tale signs of a scam include messages of urgency and scarcity.

Criminals will often threaten that shoppers only have a limited time to respond to get a deal, or that something on offer is in short supply, encouraging them to make rash decisions.

Current events, such as Black Friday, are also often exploited by criminals to make their scams seem more relevant to to hit more people.

Shoppers are also being reminded that while scams are increasingly convincing, it is even more important to have basic security measures in place when it comes to email security, including switching on two-step verification and having strong passwords.

“As we enter the Black Friday and festive shopping period, online shoppers will naturally be on the lookout for bargain buys,” Felicity Oswald, NCSC chief operating officer, said.

“Regrettably, cyber-criminals view this time of year as an opportunity to scam people out of their hard-earned cash, and the increased availability and capability of technology like large language models is making scams more convincing.

“I would urge shoppers to follow the steps in our online shopping guidance, which includes setting up two-step verification and using passwords with three random words, so they’re easier to remember and harder to hack.”

The warning comes as new data published by the National Fraud Intelligence Bureau (NFIB), which is run by the City of London Police, revealed that British people lost £10.6 million to online scammers between November 2022 and January 2023 – which each victim losing £639 on average.

The figures, which come from the reports made to Action Fraud and analysed by the NFIB, revealed that over half of reports (51%) mentioned one social media account, showing that social media platforms are by far the most likely medium for shopping and auction fraud to take place.

The figures also revealed that the age group most likely to fall victim to a scam were 25-34 year olds, closely followed by the 35-44 and 18-24 age groups.

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“We know that because of the rising cost of living, people are looking to try and get the most from their money and save where they can. This year’s festive season will no doubt add pressure on people at an already expensive time of year,” Pauline Smith, head of Action Fraud said.

“With retailers already slashing prices for Black Friday and Cyber Monday deals, it is easy to rush into making a purchase to try and grab a bargain. But don’t forget, criminals still operate at this time of year and will do anything they can to try and get you to part with your money.

Make sure you know where and who you are buying from. While our figures show that people aged 25-34 years old are most likely to fall victim to an online shopping scam, fraud can affect anyone of any age. Be alert when using social media to purchase items as more than half of people who reported online shopping fraud to Action Fraud encountered a problem on these sites.

“Where possible, use a credit card when shopping online as this will offer you more protection if anything goes wrong, and follow our practical advice to help you shop online safely.”