ChatGPT shopping scams: how fake websites trick UK buyers
Artificial intelligence tools like ChatGPT are incredibly useful for shopping advice — but scammers are now exploiting them to trick you into buying from fake websites. Here’s what you need to know to stay safe.
The scam works like this: you ask ChatGPT for product recommendations from a trusted retailer like Russell & Bromley. The AI gives you helpful suggestions with prices and links. You click through, thinking you’re on the real website, and make a purchase. But you’ve actually landed on a convincing fake site run by criminals. By the time you realise the bag never arrives, your money is gone.
This happens because scammers are “poisoning” AI systems by flooding the internet with fake shopping pages linked to real brand names. When ChatGPT crawls the web for information, it picks up these fraudulent sites alongside genuine ones and recommends them as if they’re legitimate.
What makes this dangerous
Unlike a dodgy link in an email, you’re trusting an AI tool that usually gives reliable advice. That sense of security makes you more likely to buy without double-checking the website. Scammers know this, which is why they’re targeting AI chatbots specifically.
How to protect yourself
Always verify you’re on the official website before paying. Check the URL carefully — scammers use domains that look almost identical to the real thing (like “russellbromley-shop.com” instead of “russellandbromley.com”). If you’re unsure, close the link and type the retailer’s name directly into your browser instead.
Don’t rely entirely on AI recommendations for shopping. Use them for ideas, but always do your own checks. Look for security badges, read recent customer reviews on independent sites, and be wary of unusually steep discounts.
If you’ve been scammed, report it to Action Fraud (actionfraud.police.uk) and your bank immediately. Most banks can recover money if you act quickly. You can also report the fake website to the brand itself — they’ll want to know about it.
AI tools are brilliant helpers, but your critical thinking is still your best defence against fraud.