• Fraudsters use AI-generated deepfake videos featuring celebrities promoting fake products.
• These videos go viral on social media, increasing trust in the scam.
• Victims are redirected to fraudulent websites mimicking real e-commerce stores.
• Payments are collected, but no products are delivered.
• Financial impact: Large-scale fraud cases reported across India.

3. Festive Season Deepfake Shopping Scams (2024)

Steps of the Fraud:

1. Creation of Deepfake Advertisements: Fraudsters produced deepfake videos featuring well-known personalities endorsing fake e-commerce platforms or products.
2. Dissemination via Social Media: These deepfake ads were widely shared on social media platforms, gaining rapid traction due to the perceived credibility of the endorsers.
3. Redirection to Fraudulent Websites: Viewers interested in the advertised products were directed to counterfeit e-commerce websites designed to mimic legitimate platforms.
4. Collection of Payments: Customers placed orders and made payments on these fraudulent sites, enticed by attractive deals.
5. Non-Delivery of Products: After payments were made, no products were delivered, and the scammers became untraceable.
6. Detection and Reporting: A significant number of consumers reported losses, leading to investigations into the deepfake scams.