Black Friday Alert: How AI, deepfakes and smart scams trick shoppers

As South Africa prepared for another major shopping weekend, RCS warned that this year’s Black Friday brought with it a new wave of digital deception.

With International Fraud Awareness Week (16–22 November) also approaching, the company urged shoppers to stay alert for AI-driven scams, deepfakes, and near-perfect fake websites.

Melanie Botes, Chief Information Officer at RCS, said criminals had become faster, smarter, and more sophisticated, making fraud harder to detect.

“Criminals are constantly refining their methods, often using advanced technology to make schemes look and sound more legitimate than ever before,” said Botes. “The scams consumers are facing today are far more convincing than those of even a year ago, which is why constant vigilance is so important.”

According to the Association of Certified Fraud Examiners South Africa (ACFE SA), fraud typically spiked during large retail events such as Black Friday — a trend that RCS believed would continue.

Emerging Threats for Black Friday Shoppers

While traditional scams such as card skimming and phishing remained widespread, RCS reported that fraudsters had started using artificial intelligence to elevate their tactics.

1. AI-Powered Fraud

Advances in artificial intelligence enabled criminals to create realistic deepfake videos, voice recordings, and emails that mimicked trusted brands or individuals.

“This makes impersonation scams such as fake product launches or limited offers far harder to detect,” warned Botes.

2. Fake Websites and Online Stores

Fraudsters increasingly created ‘spoofed’ websites that looked almost identical to legitimate retailers. “The URL often contains subtle misspellings, like ‘rc$.co.za’ instead of ‘rcs.co.za’,” said Botes. “There are also phantom stores advertising unbelievable bargains, only to disappear once payments are made.”

3. Phishing, Smishing, and Quishing

Phishing scams had evolved beyond email. Fraudsters now used SMS messages (smishing) and QR codes (quishing) to trick victims. “Consumers are being targeted with fake courier messages, account verification requests, or QR codes that link to malicious sites designed to steal login details or install malware,” Botes explained.

4. Social Media Scams

With social commerce booming in South Africa, social media platforms had become prime hunting grounds for scammers. Fraudulent adverts and unverified “influencers” were promoting unrealistic deals on platforms such as Facebook and Instagram, directing users to counterfeit sites.

“These scams work because they tap into urgency — whether it is a limited-time discount or an invitation to register for a free giveaway,” said Botes. “If something feels rushed or suspicious, take a step back and assess the validity of the situation before clicking or sharing any personal information.”

The Black Friday Fraud Safety Checklist

To help consumers protect themselves, RCS issued a checklist of practical safeguards:

Be sceptical of bargains: If a deal looked too good to be true, it probably was. Always compare prices on official retailer sites.

Verify websites: Look for the padlock icon and “https://” in URLs, and double-check spelling.

Type, don’t click: Enter retailer web addresses directly into your browser rather than following links from emails or messages.

Use secure payment methods: Prefer a Store Card or virtual credit card over EFTs or cryptocurrency. Avoid wire transfers or gift cards.

Protect personal details: Never share PINs, CVVs, or OTPs. Legitimate institutions would never request them.

Use strong passwords and multi-factor authentication.

Avoid saving card details on e-commerce sites. Use virtual cards with rotating CVVs when possible.

Beware social engineering: Treat urgent or unexpected messages, including delivery notifications, with caution.

Use your bank’s security tools: Set lower transaction limits and enable instant alerts.

Stay secure online: Avoid public Wi-Fi unless using a trusted VPN, and keep devices updated.

Check your statements regularly and report suspicious activity immediately.

Fewer Accounts, Lower Risk

RCS reminded consumers that having multiple credit or retail accounts increased exposure to fraud. Simplifying financial profiles could help reduce risk. “For RCS customers, one store card is all you need,” said Botes.

“It can be used both in-store and online across a network of major retail partners, offering convenience without compromise.”

RCS: Protecting Customers Around the Clock

RCS continued to invest in fraud-detection technology, employee training, and customer education to combat scams. Its dedicated fraud team monitored suspicious activity 24 hours a day and worked closely with retail and banking partners to protect customer data.

“If you suspect that you might be the victim of a scam involving your RCS account, contact investigations@rcsgroup.co.za or call 021 597 4970 immediately,” the company advised.

“The most powerful line of defence is always an informed and vigilant consumer,” Botes said. “By understanding the risks and applying simple precautions, shoppers can enjoy Black Friday deals without fear.”

She concluded that fraud prevention had to be part of everyday financial behaviour. “Fraud prevention isn’t just a seasonal concern — it is an everyday financial habit. The more aware we are as consumers, the harder it becomes for scammers to succeed.”

BUSINESS REPORT