Kaspersky's research highlights a growing trend of AI-generated deepfake campaigns on social platforms targeting online shoppers with non-existent goods.
The findings explore shifting consumer habits across generations and the security implications of automated content in e-commerce.
The survey was conducted in August 2026 by the company's internal research center. 7.200 consumers who make purchases online, from 18 countries, participated.
Where do consumers look for deals?
48% of Gen Z and 45% of Millennials are informed about offers on social networks and content creators. Among all participants, the percentage is 41%. For Gen Z, official brand websites and online ads gather 41% each. Artificial intelligence-based suggestions are mentioned by 19% of the group, while 20% are influenced by brand messages on messaging apps.
Boomers, defined in the survey as those aged 61 and over, prefer search engines (38%) and retail websites (39%). 11% of this age group said they don’t look for special offers — a higher percentage than other generations.
Email marketing remains a source of information for about 30% of Millennials, Gen X and Boomers. Among Gen Z, the figure is 26%. Across all age groups, about three in ten are influenced by recommendations from relatives, friends or colleagues. Traditional advertising, such as on television, radio, print and public spaces, has a moderate impact. The survey records rates for these at 21% and 17%, while artificial intelligence shopping tools are mentioned by 17%.
How scams work on social networks
Kaspersky reports that in 2026, widespread campaigns emerged in which fraudsters used artificial intelligence and deepfakes — faked or synthetic audiovisual material — on platforms such as TikTok and Instagram. In some posts, digitally created people advertise products that are presented as handmade or as health products with alleged miraculous properties. The posts lead interested parties to make a direct payment. They may then receive a mass-produced product that is sold elsewhere much cheaper, or lose their money.
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Sometimes, AI-generated images or descriptions portray something different from the product that ultimately reaches the buyer. TikTok Shop checks for misleading or inaccurate AI-generated ads, but the company recommends that consumers carefully review offers. The use of AI alone does not prove a product is fake.
To evaluate an offer on social networks, Kaspersky suggests checking when the seller’s account was created and whether it has changed its name several times. Also, look at the comments: their disabling or the presence of only repetitive, standard phrases that seem automated is a reason to be wary. In images that look artificial, look for inconsistencies such as hair that visually gets tangled with clothing or objects that seem to float or merge. TikTok and Instagram require labeling of AI-generated content, so the absence of a label on a post that seems artificial warrants further scrutiny.
For payments, it is recommended to use the platforms’ built-in systems, such as Instagram Checkout or Facebook Pay, or trusted third-party providers, such as PayPal. These options offer security controls that are not available with direct money transfers.
Checks before a purchase
Email, retail websites and online shopping remain targets for cybercriminals, Kaspersky notes, because they are familiar to consumers. When shopping through these channels, it recommends being wary of offers that seem too good to be true, websites that pressure the visitor to make an immediate decision, and sellers that do not accept returns or exchanges.
Check a website address for minor spelling differences or unusual characters, especially when you reach it via a link in an email or messaging app. Kaspersky also recommends using a security solution with anti-phishing protection to limit access to fake websites even when the link is included in an email or notification.
For online payments, the company suggests using a separate debit or digital card and enabling transaction alerts on bank accounts and credit cards. It also recommends storing card details and identification data in a dedicated, encrypted digital wallet, which can also store passwords and important documents.
The survey covered participants from Brazil, China, Colombia, Egypt, France, Germany, India, Indonesia, Italy, Malaysia, Mexico, Russia, Saudi Arabia, Spain, South Africa, Thailand, Turkey and Vietnam.
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