Black Friday bargain hunters must remain vigilant to scammers who are expected to use the biggest shopping event of the year to commit fraud.

The National Cyber Security Centre says it also expects criminals to turn to AI in order to create more convincing fake websites, bogus emails and adverts that could persuade unsuspecting people to part with cash or their personal details.

Previously, says the NCSC, scams could sometimes be more easily identified by features such as poor grammar or spelling, come from an unusual email address or feature imagery or design that feels ‘off’.

And while AI can help criminals generate ‘more polished content’ as part of their phishing attempts some typical hallmarks of a scam often still remain the same.

A recent report by UK Finance found that purchase scams are the most common type of fraud – where fake phone calls, websites and social media posts alongside fraudulent texts and emails – trick people into handing over important information.

Ben Robinson managing director of economic crime at UK Finance explained: “Criminals will continue to try to ruthlessly exploit the trust of people across the UK, including the most vulnerable.

“Fraud is an ever evolving and complex threat to people and businesses and technological change and the greater prevalence of AI will continue to make it more challenging.”

The NCSC is encouraging shoppers to look out for three things when splashing any cash this week:

1.Urgency

Are you told you have a limited time to respond to an offer or that your order could be cancelled if you don’t update personal details or payment information?

Criminals, says the NCSC, often threaten negative consequences or costs in order to try and complete their scam and gain the necessary information they’re after quickly.

If you’re feeling the pressure to make a purchase, or pass over details, you should investigate further before parting with any information or money.

2.Scarcity

Is the message or advert offering you something that is in short supply or that you know is difficult to get hold of?

Is it a promotion that almost looks too good to be true? Fear of missing out on a good deal or great product can often make us respond more quickly because we think we're snapping up a bargain and so it can be a popular tactic among fraudsters who wish for you to leap without thinking.

3.Linked to current events

Criminals will often use current events such as Black Friday – or issues in the news – at specific times of the year to make their scam look more relevant.

Again, the advice is to not be drawn in by things that look current and topical without questionning the deal and payment arrangements first.

Before Black Friday gets fully underway, NCSC chief operating officer Felicity Oswald says there are some additional small steps people can take to further protect themselves.

She explained: “Regrettably, cyber criminals view this time of year as an opportunity to scam people out of their hard-earned cash, and the increased availability and capability of technology like large language models is making scams more convincing.

“I would urge shoppers to follow the steps in our shopping guidance, which includes setting up two-step verification and using passwords with three random words, so they’re easier to remember and harder to hack.”