Shopping online has become super convenient, but 2026 saw the emergence of a new set of digital scams that have utilized fancy AI tech. Scammers also are employing ultra-realistic deepfake ads, AI-generated influencer videos and thousands of fake product reviews that appear entirely authentic. For a growing share of shoppers, however, it’s increasingly difficult to tell what’s genuine and what is engineered to deceive.
One of the most pressing issues is AI-powered fake reviews. Once, fraudulent reviews were easy to spot — they might be a string of adjectives, or simply repetitive — but today’s fakes can look a lot like the real thing. But now scammers are using AI to write personalised, emotional and detailed reviews that experts believe are “significantly more accurate” than traditional spam. Some even feature faux photographs created by computer — products “in use” that never existed. These reviews elevate low-quality or fake products to the top results in search engines in a way that makes them appear reliable.
Another emerging threat: deepfake advertisements. Scam artists can now make ultra-realistic videos of celebrities or influencers hawking products they have never used, and may not have even heard of. These deepfakes look so realistic that most people can’t tell they’re not real. Whether it’s a an ad that promises you’ll get a skinnier figure or clearer skin thanks to the product or brand, deepfake marketing is a potentially potent tool in twisting buyers.
AI-related scams also have migrated to social media. Shoppers are routinely shown ads that appear tailor made to their interests — even though they’re generated by AI systems that analyze browsing behaviors and generate fake product promotions just for them. And many of those ads direct people to scam web sites trying to harvest credit card information or sell knockoff goods.
Buyers, to stay safe, will have to be even more careful than usual. Check verified purchase tags, compare reviews on multiple platforms and skip deals that seem too good to be true. In 2026, shopping online is super convenient — but also, if you don’t know better, it’s more likely than ever that AI will scam you.
