""Generative AI has opened the floodgates to a new wave of highly convincing scams that can be almost impossible to spot at first glance," said Chris Ainsley, head of fraud risk management for Santander U.K. "As fraudsters become more sophisticated, it's vital that people stay alert and think twice before engaging with adverts or offers that appear too good to be true.""
"Santander conducted a study with two of its AI-generated deepfake advertisement examples and reported that nearly three in four consumer respondents (74%) couldn't spot that an ad for padel bats was an AI-created deepfake (padel is a racket sport sometimes called paddle tennis in the U.S.). Similarly, 71% of respondents couldn't identify that an advert for a dog feeder device was also a deepfake."
Holiday shopping seasons see a resurgence of online shopping scams, with AI-generated fake advertisements increasingly used to lure buyers. Santander U.K. launched a social campaign featuring ten intentionally fake AI ads to demonstrate how realistic deepfakes can be and to teach consumers which signs to watch for when shopping on social platforms. Santander's study found 74% of respondents failed to identify an AI-created ad for padel bats, and 71% missed a deepfake dog feeder advert. Consumers lost £16.7 million in 2024 to fraud affecting Santander customers, with 67% of incidents originating on social media, risking social commerce trust and increasing chargebacks.
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