AI shopping assistants are increasingly being exploited by fraudsters who insert cloned, fake retail websites into search results. According to research by Ask Silver, scammers are targeting consumers by creating deceptive sites that mimic legitimate brands, such as Russell & Bromley and Dunelm. These fraudulent platforms often harvest financial details or steal money directly from unsuspecting shoppers who trust AI-generated recommendations.
Why are fake websites appearing in AI search results?
Fraudsters are effectively “poisoning” the information that large language models (LLMs) learn from by populating the web with cloned pages. Anna Jones of the scam-checking service Ask Silver suggests that scammers are specifically exploiting the brand confusion surrounding retailers like Russell & Bromley, which went into administration in January 2026 and was subsequently absorbed by Next. Because consumers continue to search for the defunct original website, they are easily funneled toward fraudulent lookalikes that appear in AI results.
How can you spot a fraudulent shopping site?
Scammers often use high-pressure tactics to deceive shoppers. According to research from Ask Silver, fake sites may offer discounts as high as 80% to lure victims. Louise Baxter, head of the scams team at National Trading Standards, warns that consumers must remain vigilant, as criminals are adapting their methods at the same speed as AI technology. Red flags include sites that exclusively request payment via bank transfer or use unofficial domain extensions. Legitimate retailers, such as Dunelm, emphasize that customers should only engage with their verified official websites or apps.
What steps should you take if you have been scammed?
If you have provided financial information to a suspected fraudulent site, act immediately. Contact your bank to report the transaction and visit the official Report Fraud portal to log the incident. Large retailers are also taking action; for instance, Next confirmed it is working to shut down fake sites impersonating Russell & Bromley. Similarly, a spokesperson for ChatGPT stated that the company has removed known fraudulent websites from its search index and provides a reporting form for users to flag policy violations.
Frequently Asked Questions
Is it safe to shop through AI-generated recommendations?
Not always. AI tools can inadvertently pull data from cloned or malicious websites. Always verify the retailer by visiting their official website directly rather than clicking through AI-provided sources.
What should I look for in a website address?
Check for unusual spelling, extra words like “official” or “deals,” and non-standard domain extensions. If a site looks like a major brand but is hosted on an obscure or suspicious URL, do not enter your payment details.
How do I report a scam site I found via AI?
If you encounter a malicious link in an AI tool, use the provider’s official reporting form—such as the one offered by OpenAI—to ensure the site is removed from their index. You should also report the site to national fraud authorities.
Have you encountered a suspicious website while shopping online? Share your experience in the comments below or subscribe to our newsletter for more tips on staying safe in the digital age.
