Is that Black Friday deal real? How to spot AI-generated scam adverts.

Black Friday bargain hunting used to mean elbowing your way through the shops. Now it's spotting whether online deals really are too good to be true.

With AI and deepfakes getting scarily good and scammers getting bolder, a dodgy deal is harder to clock than ever. But don't worry! With the right know-how, you'll be able to tell which offers are legit and which are fakes.

Here's how to spot AI-generated scam adverts and shop smarter during the Black Friday rush.

A deepfake is AI-generated content that's designed to look or sound like a real person. And some of them look scarily convincing. Scammers use them to imitate celebrities, influencers, brands and even company executives, making fake adverts feel more believable.

It's basically a phishing scam with a modern makeover. Instead of dodgy emails, scammers can now create realistic-looking videos, images and audio designed to win your trust. Real-life video and voice-cloning scams are becoming increasingly common, and the technology is improving all the time.

This makes deepfake scams harder to spot, especially during busy sales events like Black Friday. So if a famous face is telling you about an unbelievable deal, it's worth a second look.

Deepfakes are getting better all the time, but they're not perfect. If you know what to look for, there are often clues that something isn't quite right.

One of the biggest giveaways is when people look a little too perfect. Skin can look unnaturally smooth, facial features may seem overly symmetrical, and everything can have a slightly artificial feel when you look closely.

In videos, watch out for:

• Unnatural blinking
• Mouth movements that don't quite match what’s being said
• Facial expressions that seem slightly off
• Audio that sounds robotic or detached from the video

It's also worth checking the details. AI can struggle with things like:

• Hands and fingers
• Jewellery and accessories
• Text within images
• Background objects and scenery

Videos designed to create a sense of urgency tend to use quick cuts and fast editing, making flaws harder to spot. If something doesn't look quite right, pause the video and take a closer look.

Even without a deepfake, plenty of scam adverts are doing the rounds. Watch out for deals that:

• Promise huge discounts that seem much better than anything else available.
• Create a sense of urgency with phrases like "today only" or "limited stock".
• Include spelling mistakes, unusual wording or poor grammar.
• Claim a celebrity is giving away expensive products for free.
• Link to websites with unusual URLs, extra characters or slight misspellings of a retailer's name.

Scammers thrive on the excitement of Black Friday, knowing that a big discount and a ticking clock are a powerful combo.

If you're shopping through social media, remember that a professional-looking advert isn't necessarily a genuine one. AI tools make it easier than ever to create convincing content that's designed to blend in.

Seen an unbelievable deal? Before clicking "buy", check whether it's available directly from the retailer's website. Trusted retailers like iD Mobile and Currys will clearly display their latest Black Friday offers, making it easy to verify what's real.

Scammers often copy the branding of well-known retailers, so fake adverts look more convincing. To stay on the safe side, avoid clicking unfamiliar links from social media. Instead, type the retailer's web address into your browser and find the deal yourself.

Before entering any payment details, take a moment to check the address bar. Look out for misspellings, unusual characters or slight variations of a retailer's name, as these are common tricks used to make scam websites look realistic.

Even if an advert looks convincing, a few simple habits can help you avoid getting caught out:

• Never enter payment details after clicking a suspicious advert.
• Use official retailer apps or websites you've already bookmarked.
• Search for reviews if you've never heard of the retailer before.
• Don't let urgency make the decision for you. Pop the kettle on and take five minutes to verify the offer first.
• Report suspicious adverts, scam websites and phishing attempts to the platform where you saw them and to Report Fraud.

Most scams rely on people being in a rush and not stopping to think. Taking a few extra minutes to check a deal could save you a lot of money and headaches.

AI scams are getting smarter, and you're likely to see more deepfake videos, cloned voices and fake retailer adverts around major sales events like Black Friday. But you don't need to be an expert to spot the warning signs. A few quick checks, a trusted retailer and a healthy dose of scepticism can go a long way.

And remember: if a bargain feels too good to be true, it probably is. Trust your gut, take a moment to check the details and don't let the fear of missing out rush your decision.

Do you have any more tips for spotting scams? Tell us in the comments below!