A warning has been issued over a shopping scam involving ChatGPT that directs users to fraudulent websites. Buyers are being ripped off after assuming online stores were genuine because they were recommended by the AI tool.
How the scam works
After spotting items they want online, shoppers are asking ChatGPT what is popular from high-profile brands. The AI then provides options with prices listed beside them. However, when users click through from the sources, they are actually handing money over to scammers and having their bank details harvested. The fake sites are created to look convincingly like real retailers.
Expert warnings
Anna Jones of Ask Silver says it is possible that the large language model (LLM) powering ChatGPT has been “poisoned”. She adds: “In this instance it looks like scammers are taking advantage of the fact that Russell & Bromley went into administration in January 2026 and was absorbed by Next – so there is no longer an official Russell & Bromley website, but potential customers will likely still be searching for it.”
Louise Baxter, the head of the scams team at National Trading Standards, said: “Consumers are increasingly turning to AI tools for advice and recommendations, but criminals are adapting just as quickly. The fact that scam websites can appear in AI-generated results is worrying, and is a stark reminder that fraudsters will exploit any new technology that helps them reach potential victims.”
Company responses
A spokesperson for Dunelm said: “We encourage our customers to only engage with our official website, www.dunelm.com, or via the official Dunelm app.” He added that whenever the retailer becomes aware of a fraudulent site, it works hard to ensure its removal as soon as possible.
Next, which bought Russell & Bromley in January, said that it was “aware of the situation” and had been working to have the sites closed down.
