Three in four UK shoppers believe that advances in artificial intelligence have made online scams more convincing, according to new research released ahead of Black Friday. The findings come as Barclays warns consumers to be vigilant during the peak retail period, with fraudsters increasingly targeting victims through text and SMS.
The survey found that only 36 percent of adults feel confident they could identify an AI-generated scam when shopping online. Respondents reported that AI is making it harder to distinguish fake reviews (47 percent), fake websites (45 percent), and fake social media advertisements (37 percent).
Concerns about scams have grown, with half of those surveyed saying they are more worried about falling victim to a scam than they were a year ago. While most shoppers conduct some form of research before making an online purchase—often checking customer and product reviews—many are finding it difficult to tell which reviews are genuine due to AI-generated content.
Gen Z respondents showed the highest level of caution, with 34 percent avoiding online shopping because of scam fears. This rate is higher than older generations by 12 percentage points. Additionally, Gen Z adults are more likely either to have lost money to a shopping scam or know someone who has, at 35 percent compared to 15 percent for Baby Boomers. Over half of Gen Z participants also said they feel pressure to buy sale items quickly out of fear of missing out.
Barclays' data indicates that scammers are shifting tactics by using direct channels such as text and SMS messages. Although social media remains the primary source for purchase scams, the share of reports originating via text/SMS has risen from 3 percent in 2023 to 8 percent in September 2025 across all age groups, and from 3 percent to 9 percent among Gen Z adults over the same period.
Despite a decline in the average monthly number of scam cases by 14 percent since 2023, the median value per shopping scam has increased by 43 percent, suggesting that while fewer people are being targeted, losses per incident are rising.
There is broad support for greater collaboration in tackling scams: eighty-one percent believe more should be done to protect consumers, and seventy-nine percent say technology companies need stronger measures on their platforms. Nearly half would support banks and tech firms sharing personal data if it helped prevent fraud.
Kirsty Adams, Fraud & Scams Expert at Barclays, stated: “Scammers are adapting fast, using increasingly sophisticated tactics to exploit shoppers during peak sales periods. Acting quickly without checking can lead to serious financial loss. My advice is simple: pause, verify, and never share sensitive information unless you’re certain the retailer is genuine.”
Adams also shared her SAFE guidelines for shoppers:
- Stop and research before clicking links or entering payment details.
- Ask someone you trust if an offer seems suspicious.
- Flag unrealistic offers that promise large discounts or urge immediate action.
- Ensure secure processes by using official payment gateways and never sharing bank details via SMS or social media.
For further information on staying protected from fraud and scams, visit barclays.co.uk/scams.