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November 3, 2024

AI and Cybersecurity: Predictions for 2025

Discover the role of AI in shaping cybersecurity predictions for 2025 and how organizations can prepare for emerging threats.
Inside the SOC
Darktrace cyber analysts are world-class experts in threat intelligence, threat hunting and incident response, and provide 24/7 SOC support to thousands of Darktrace customers around the globe. Inside the SOC is exclusively authored by these experts, providing analysis of cyber incidents and threat trends, based on real-world experience in the field.
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The Darktrace Community
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03
Nov 2024

Introduction: AI cybersecurity predictions for 2025

Each year, Darktrace's AI and cybersecurity experts reflect on the events of the past 12 months and predict the trends we expect to shape the cybersecurity landscape in the year ahead. In 2024, we predicted that the global elections, fast-moving AI innovations, and increasingly cloud-based IT environments would be key factors shaping the cyber threat landscape.

Looking ahead to 2025, we expect the total addressable market of cybercrime to expand as attackers add more tactics to their toolkits. Threat actors will continue to take advantage of the volatile geopolitical environment and cybersecurity challenges will increasingly move to new frontiers like space. When it comes to AI, we anticipate the innovation in AI agents in 2024 to pave the way for the rise of multi-agent systems in 2025, creating new challenges and opportunities for cybersecurity professionals and attackers alike.

Here are ten trends to watch for in 2025:

1. The overall Total Addressable Market (TAM) of cybercrime gets bigger

Cybercrime is a global business, and an increasingly lucrative one, scaling through the adoption of AI and cybercrime-as-a-service. Annual revenue from cybercrime is already estimated to be over $8 trillion, which we’ve found is almost 5x greater than the revenue of the Magnificent Seven stocks. There are a few key factors driving this growth.

The ongoing growth of devices and systems means that existing malware families will continue to be successful. As of October 2024, it’s estimated that more than 5.52 billion people (~67%) have access to the internet and sources estimate 18.8 billion connected devices will be online by the end of 2024. The increasing adoption of AI is poised to drive even more interconnected systems as well as new data centers and infrastructure globally.

At the same time, more sophisticated capabilities are available for low-level attackers – we’ve already seen the trickle-down economic benefits of living off the land, edge infrastructure exploitation, and identity-focused exploitation. The availability of Ransomware-as-a-Service (RaaS) and Malware-as-a-Service (MaaS) make more advanced tactics the norm. The subscription income that these groups can generate enables more adversarial innovation, so attacks are getting faster and more effective with even bigger financial ramifications.

While there has also been an increasing trend in the last year of improved cross-border law enforcement, the efficacy of these efforts remains to be seen as cybercriminal gangs are also getting more resilient and professionalized. They are building better back-up systems and infrastructure as well as more multi-national networks and supply chains.

2. Security teams need to prepare for the rise of AI agents and multi-agent systems

Throughout 2024, we’ve seen major announcements about advancements in AI agents from the likes of OpenAI, Microsoft, Salesforce, and more. In 2025, we’ll see increasing innovation in and adoption of AI agents as well as the emergence of multi-agent systems (or “agent swarms”), where groups of autonomous agents work together to tackle complex tasks.

The rise of AI agents and multi-agent systems will introduce new challenges in cybersecurity, including new attack vectors and vulnerabilities. Security teams need to think about how to protect these systems to prevent data poisoning, prompt injection, or social engineering attacks.

One benefit of multi-agent systems is that agents can autonomously communicate, collaborate, and interact. However without clear and distinct boundaries and explicit permissions, this can also pose a major data privacy risk and avenue for manipulation. These issues cannot be addressed by traditional application testing alone. We must ensure these systems are secure by design, where robust protective mechanisms and data guardrails are built into the foundations.

3. Threat actors will be the earliest adopters of AI agents and multi-agent systems

We’ve already seen how quickly threat actors have been able to adopt generative AI for tasks like email phishing and reconnaissance. The next frontier for threat actors will be AI agents and multi-agent systems that are specialized in autonomous tasks like surveillance, initial access brokering, privilege escalation, vulnerability exploitation, data summarization for smart exfiltration, and more. Because they have no concern for safe, secure, accurate, and responsible use, adversaries will adopt these systems faster than cyber defenders.

We could also start to see use cases emerge for multi-agent systems in cyber defense – with potential for early use cases in incident response, application testing, and vulnerability discovery. On the whole, security teams will be slower to adopt these systems than adversaries because of the need to put in place proper security guardrails and build trust over time.

4. There is heightened supply chain risk for Large Language Models (LLMs)

Training LLMs requires a lot of data, and many experts have warned that world is running out of quality data for that training. As a result, there will be an increasing reliance on synthetic data, which can introduce new issues of accuracy and efficacy. Moreover, data supply chain risks will be an Achilles heel for organizations, with the potential interjection of vulnerabilities through the data and machine learning providers that they rely on. Poisoning one data set could have huge trickle-down impacts across many different systems. Data security will be paramount in 2025.

5. The race to identify software vulnerabilities intensifies

The time it takes for threat actors to exploit newly published CVEs is getting shorter, giving defenders an even smaller window to apply patches and remediations. A 2024 report from Cloudflare found that threat actors quickly weaponized proof of concept exploits in attacks as quickly as 22 minutes after the exploits were made public.

At the same time, 2024 also saw the first reports from researchers across academia and the tech industry using AI for vulnerability discovery in real-world code. With threat actors getting faster at exploiting vulnerabilities, defenders will need to use AI to identify vulnerabilities in their software stack and to help identify and prioritize remediations and patches.

6. Insider threat risks will force organizations to evolve zero trust strategies

In 2025, an increasingly volatile geopolitical situation and the intensity of the AI race will make insider threats an even bigger risk for businesses, forcing organizations to expand zero-trust strategies. The traditional zero-trust model provides protection from external threats to an organization’s network by requiring continuous verification of the devices and users attempting to access critical business systems, services, and information from multiple sources. However, as we have seen in the more recent Jack Teixeira case, malicious insiders can still do significant damage to an organization within their approved and authenticated boundary.

To circumvent the remaining security gaps in a zero-trust architecture and mitigate increasing risk of insider threats, organizations will need to integrate a behavioral understanding dimension to their zero-trust approaches. The zero-trust best practice of “never trust, always verify” needs to evolve to become “never trust, always verify, and continuously monitor.”

7. Identity remains an expensive problem for businesses

2024 saw some of the biggest and costliest attacks – all because the attacker had access to compromised credentials. Essentially, they had the key to the front door. Businesses still struggle with identity and access management (IAM), and it’s getting more complex now that we’re in the middle of a massive Software-as-a-Service (SaaS) migration driven by increasing rates of AI and cloud use across businesses.

This challenge is going to be exacerbated in 2025 by a few global and business factors. First, there is an increasing push for digital identities, such as the rollout of the EU Digital Identity Framework that is underway, which could introduce additional attack vectors. As they scale, businesses are turning more and more to centralized identity and access solutions with decentralized infrastructure and relying on SaaS and application-native security.

8. Increasing vulnerabilities at the edge

During the COVID-19 pandemic, many organizations had to stand-up remote access solutions quickly – in a matter of days or weeks – without the high level of due diligence that they require to be fully secured. In 2025, we expect to see continued fall-out as these quickly spun-up solutions start to present genuine vulnerability to businesses. We’ve already seen this start to play out in 2024 with the mass-exploitation of internet-edge devices like firewalls and VPN gateway products.

By July 2024, Darktrace’s threat research team observed that the most widely exploited edge infrastructure devices were those related to Ivanti Connect Secure, JetBrains TeamCity, FortiClient Enterprise Management Server, and Palo Alto Networks PAN-OS. Across the industry, we’ve already seen many zero days and vulnerabilities exploiting these internet-connected devices, which provide inroads into the network and store/cache credentials and passwords of other users that are highly valuable for threat actors.

9. Hacking Operational Technology (OT) gets easier

Hacking OT is notoriously complex – causing damage requires an intimate knowledge of the specific systems being targeted and historically was the reserve of nation states. But as OT has become more reliant and integrated with IT systems, attackers have stumbled on ways to cause disruption without having to rely on the sophisticated attack-craft normally associated with nation-state groups. That’s why some of the most disruptive attacks of the last year have come from hacktivist and financially-motivated criminal gangs – such as the hijacking of internet-exposed Programmable Logic Controllers (PLCs) by anti-Israel hacking groups and ransomware attacks resulting in the cancellation of hospital operations.  

In 2025, we expect to see an increase in cyber-physical disruption caused by threat groups motivated by political ideology or financial gain, bringing the OT threat landscape closer in complexity and scale to that of the IT landscape. The sectors most at risk are those with a strong reliance on IoT sensors, including healthcare, transportation, and manufacturing sectors.

10. Securing space infrastructure and systems becomes a critical imperative

The global space industry is growing at an incredibly fast pace, and 2025 is on track to be another record-breaking year for spaceflight with major missions and test flights planned by NASA, ESA, CNSA as well as the expected launch of the first commercial space station from Vast and programs from Blue Origin, Amazon and more. Research from Analysis Mason suggests that 38,000 additional satellites will be built and launched by 2033 and the global space industry revenue will reach $1.7 trillion by 2032. Space has also been identified as a focus area for the incoming US administration.

In 2025, we expect to see new levels of tension emerge as private and public infrastructure increasingly intersect in space, shining a light on the lack of agreed upon cyber norms and the increasing challenge of protecting complex and remote space systems against modern cyber threats.  Historically focused on securing earth-bound networks and environments, the space industry will face challenges as post-orbit threats rise, with satellites moving up the target list.

The EU’s NIS2 Directive now recognizes the space sector as an essential entity that is subject to its most strict cybersecurity requirements. Will other jurisdictions follow suit? We expect global debates about cyber vulnerabilities in space to come to the forefront as we become more reliant on space-based technology.

Conclusion: Preparing for the future

Whatever 2025 brings, Darktrace is committed to providing robust cybersecurity leadership and solutions to enterprises around the world. Our team of subject matter experts will continue to monitor emerging threat trends, advising both our customers and our product development teams.

And for day-to-day security, our multi-layered AI cybersecurity platform can protect against all types of threats, whether they are known, unknown, entirely novel, or powered by AI. It accomplishes this by learning what is normal for your unique organization, therefore identifying unusual and suspicious behavior at machine speed, regardless of existing rules and signatures. In this way, organizations with Darktrace can be ready for any developments in the cybersecurity threat landscape that the new year may bring.

Discover more about Darktrace's predictions on the AI and cybersecurity landscape for 2025 by watching the full recorded webinar here.

Inside the SOC
Darktrace cyber analysts are world-class experts in threat intelligence, threat hunting and incident response, and provide 24/7 SOC support to thousands of Darktrace customers around the globe. Inside the SOC is exclusively authored by these experts, providing analysis of cyber incidents and threat trends, based on real-world experience in the field.
Written by
The Darktrace Community

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November 27, 2025

From Amazon to Louis Vuitton: How Darktrace Detects Black Friday Phishing Attacks

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Why Black Friday Drives a Surge in Phishing Attacks

In recent years, Black Friday has shifted from a single day of online retail sales and discounts to an extended ‘Black Friday Week’, often preceded by weeks of online hype. During this period, consumers are inundated with promotional emails and marketing campaigns as legitimate retailers compete for attention.

Unsurprisingly, this surge in legitimate communications creates an ideal environment for threat actors to launch targeted phishing campaigns designed to mimic legitimate retail emails. These campaigns often employ social engineering techniques that exploit urgency, exclusivity, and consumer trust in well-known brands, tactics designed to entice recipients into opening emails and clicking on malicious links.

Additionally, given the seasonal nature of Black Friday and the ever-changing habits of consumers, attackers adopt new tactics and register fresh domains each year, rather than reusing domains previously flagged as spam or phishing endpoints. While this may pose a challenge for traditional email security tools, it presents no such difficulty for Darktrace / EMAIL and its anomaly-based approach.

In the days and weeks leading up to ‘Black Friday’, Darktrace observed a spike in sophisticated phishing campaigns targeting consumers, demonstrating how attackers combine phycological manipulation with technical evasion to bypass basic security checks during this high-traffic period. This blog showcases several notable examples of highly convincing phishing emails detected and contained by Darktrace / EMAIL in mid to late November 2025.

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

The impersonation major online retailers has become a common tactic in retail-focused attacks, none more so than Amazon, which ranked as the fourth most impersonated brand in 2024, only behind Microsoft, Apple, Google, and Facebook [1]. Darktrace’s own research found Amazon to be the most mimicked brand, making up 80% of phishing attacks in its analysis of global consumer brands.

When faced with an email that appears to come from a trusted sender like Amazon, recipients are far more likely to engage, increasing the success rate of these phishing campaigns.

In one case observed on November 16, Darktrace detected an email with the subject line “NOW LIVE: Amazon’s Best Early Black Friday Deals on Gadgets Under $60”. The email was sent to a customer by the sender ‘Deal Watchdogs’, in what appeared to be an attempt to masquerade as a legitimate discount-finding platform. No evidence indicated that the company was legitimate. In fact, the threat actor made no attempt to create a convincing name, and the domain appeared to be generated by a domain generation algorithm (DGA), as shown in Figure 2.

Although the email was sent by ‘Deal Watchdogs’, it attempted to impersonate Amazon by featuring realistic branding, including the Amazon logo and a shade of orange similar to that used by them for the ‘CLICK HERE’ button and headline text.

Figure 1: The contents of the email observed by Darktrace, featuring authentic-looking Amazon branding.

Darktrace identified that the email, marked as urgent by the sender, contained a suspicious link to a Google storage endpoint (storage.googleapis[.]com), which had been hidden by the text “CLICK HERE”. If clicked, the link could have led to a credential harvester or served as a delivery vector for a malicious payload hosted on the Google storage platform.

Fortunately, Darktrace immediately identified the suspicious nature of this email and held it before delivery, preventing recipients from ever receiving or interacting with the malicious content.

Figure 2: Darktrace / EMAIL’s detection of the malicious phishing email sent to a customer.

Around the same time, Darktrace detected a similar email attempting to spoof Amazon on another customer’s network with the subject line “Our 10 Favorite Deals on Amazon That Started Today”, also sent by ‘Deal Watchdogs,’ suggesting a broader campaign.

Analysis revealed that this email originated from the domain petplatz[.]com, a fake marketing domain previously linked to spam activity according to open-source intelligence (OSINT) [2].

Brand Impersonation: Louis Vuitton

A few days later, on November 20, Darktrace / EMAIL detected a phishing email attempting to impersonate the luxury fashion brand Louis Vuitton. At first glance, the email, sent under the name ‘Louis Vuitton’ and titled “[Black Friday 2025] Discover Your New Favorite Louis Vuitton Bag – Elegance Starts Here”, appeared to be a legitimate Black Friday promotion. However, Darktrace’s analysis uncovered several red flags indicating a elaborate brand impersonation attempt.

The email was not sent by Louis Vuitton but by rskkqxyu@bookaaatop[.]ru, a Russia-based domain never before observed on the customer’s network. Darktrace flagged this as suspicious, noting that .ru domains were highly unusual for this recipient’s environment, further reinforcing the likelihood of malicious intent. Subsequent analysis revealed that the domain had only recently registered and was flagged as malicious by multiple OSINT sources [3].

Figure 3: Darktrace / EMAIL’s detection of the malicious email attempting to spoofLouis Vuitton, originating from a suspicious Russia-based domain.

Darktrace further noted that the email contained a highly suspicious link hidden behind the text “View Collection” and “Unsubscribe,” ensuring that any interaction, whether visiting the supposed ‘handbag store’ or attempting to opt out of marketing emails, would direct recipients to the same endpoint. The link resolved to xn--80aaae9btead2a[.]xn--p1ai (топааабоок[.]рф), a domain confirmed as malicious by multiple OSINT sources [4]. At the time of analysis, the domain was inaccessible, likely due to takedown efforts or the short-lived nature of the campaign.

Darktrace / EMAIL blocked this email before it reached customer inboxes, preventing recipients from interacting with the malicious content and averting any disruption.

Figure 4: The suspicious domain linked in the Louis Vuitton phishing email, now defunct.

Too good to be true?

Aside from spoofing well-known brands, threat actors frequently lure consumers with “too good to be true” luxury offers, a trend Darktrace observed in multiple cases throughout November.

In one instance, Darktrace identified an email with the subject line “[Black Friday 2025] Luxury Watches Starting at $250.” Emails contained a malicious phishing link, hidden behind text like “Rolex Starting from $250”, “Shop Now”, and “Unsubscribe”.

Figure 5: Example of a phishing email detected by Darktrace, containing malicious links concealed behind seemingly innocuous text.

Similarly to the Louis Vuitton email campaign described above, this malicious link led to a .ru domain (hxxps://x.wwwtopsalebooks[.]ru/.../d65fg4er[.]html), which had been flagged as malicious by multiple sources [5].

Figure 6: Darktrace / EMAIL’s detection of a malicious email promoting a fake luxury watch store, which was successfully held from recipient inboxes.

If accessed, this domain would redirect users to luxy-rox[.]com, a recently created domain (15 days old at the time of writing) that has also been flagged as malicious by OSINT sources [6]. When visited, the redirect domain displayed a convincing storefront advertising high-end watches at heavily discounted prices.

Figure 7: The fake storefront presented upon visiting the redirectdomain, luxy-rox[.]com.

Although the true intent of this domain could not be confirmed, it was likely a scam site or a credential-harvesting operation, as users were required to create an account to complete a purchase. As of the time or writing, the domain in no longer accessible .

This email illustrates a layered evasion tactic: attackers employed multiple domains, rapid domain registration, and concealed redirects to bypass detection. By leveraging luxury branding and urgency-driven discounts, the campaign sought to exploit seasonal shopping behaviors and entice victims into clicking.

Staying Protected During Seasonal Retail Scams

The investigation into these Black Friday-themed phishing emails highlights a clear trend: attackers are exploiting seasonal shopping events with highly convincing campaigns. Common tactics observed include brand impersonation (Amazon, Louis Vuitton, luxury watch brands), urgency-driven subject lines, and hidden malicious links often hosted on newly registered domains or cloud services.

These campaigns frequently use redirect chains, short-lived infrastructure, and psychological hooks like exclusivity and luxury appeal to bypass user scepticism and security filters. Organizations should remain vigilant during retail-heavy periods, reinforcing user awareness training, link inspection practices, and anomaly-based detection to mitigate these evolving threats.

Credit to Ryan Traill (Analyst Content Lead) and Owen Finn (Cyber Analyst)

Appendices

References

1.        https://keepnetlabs.com/blog/top-5-most-spoofed-brands-in-2024

2.        https://www.virustotal.com/gui/domain/petplatz.com

3.        https://www.virustotal.com/gui/domain/bookaaatop.ru

4.        https://www.virustotal.com/gui/domain/xn--80aaae9btead2a.xn--p1ai

5.        https://www.virustotal.com/gui/url/e2b868a74531cd779d8f4a0e1e610ec7f4efae7c29d8b8ab32c7a6740d770897?nocache=1

6.        https://www.virustotal.com/gui/domain/luxy-rox.com

Indicators of Compromise (IoCs)

IoC – Type – Description + Confidence

petplatz[.]com – Hostname – Spam domain

bookaaatop[.]ru – Hostname – Malicious Domain

xn--80aaae9btead2a[.]xn--p1ai (топааабоок[.]рф) – Hostname - Malicious Domain

hxxps://x.wwwtopsalebooks[.]ru/.../d65fg4er[.]html) – URL – Malicious Domain

luxy-rox[.]com – Hostname -  Malicious Domain

MITRE ATT&CK Mapping  

Tactic – Technique – Sub-Technique  

Initial Access - Phishing – (T1566)  

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About the author
Ryan Traill
Analyst Content Lead

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November 27, 2025

Phishing attacks surge by 620% in the lead-up to Black Friday

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Black Friday deals are rolling in, and so are the phishing scams

As the world gears up for Black Friday and the festive shopping season, inboxes flood with deals and delivery notifications, creating a perfect storm for phishing attackers to strike.

Contributing to the confusion, legitimate brands often rely on similar urgency cues, limited-time offers, and high-volume email campaigns used by scammers, blurring the lines between real deals and malicious lookalikes. While security teams remain extra vigilant during this period, the risk of phishing emails slipping in unnoticed remains high, as does the risk of individuals clicking to take advantage of holiday shopping offers.

Analysis conducted by Darktrace’s global analyst team revealed that phishing attacks taking advantage of Black Friday jumped by 620% in the weeks leading up to the holiday weekend, with the volume of phishing attacks expected to jump a further 20-30% during Black Friday week itself.

First observation: Brand impersonation

Brand impersonation was one of the techniques that stood out, with threat actors creating convincing emails – likely assisted by generative AI – purporting to be from household brands including special offers and promotions.

The week before Thanksgiving (15-21 November) saw 201% more phishing attempts mimicking US retailers than the same week in October, as attackers sought to profit off the back of the busy holiday shopping season. It’s not just about volume, either – attackers are spoofing brands people love to shop with during the holidays. Fake emails that look like they’re from well-known retailers like Macy’s, Walmart, and Target were up by 54% just across last week1. Even so, Amazon is the most impersonated brand, making up 80% of phishing attempts in Darktrace’s analysis of global consumer brands like Apple, Alibaba and Netflix.  

While major brands invest heavily in protecting their organizations and customers from cyber-attacks, impersonation is a complicated area as it falls outside of a brand’s legitimate infrastructure and security remit. Retail brands have a huge attack surface, creating plenty of vectors for impersonation, while fake domains, social profiles, and promotional messages can be created quickly and at scale.

Second observation: Fake marketing domains

One prominent Black Friday phishing campaign observed landing in many inboxes uses fake domains purporting to be from marketing sites, like “Pal.PetPlatz.com” and “Epicbrandmarketing.com”.

These emails tend to operate in one of two ways. Some contain “deals” for luxury items such as Rolex watches or Louis Vuitton handbags, designed to tempt readers into clicking. However, the majority are tied to a made-up brand called Deal Watchdogs, which promotes “can’t-miss” Amazon Black Friday offers – designed to lure readers into acting fast to secure legitimate time-sensitive deals. Any user who clicks a link is taken to a fake Amazon website where they are tricked into inputting sensitive data and payment details.

Third observation: The impact of generative AI

The biggest shift seen in phishing in recent years is how much more convincing scam emails are thanks to generative AI. 27% of phishing emails observed by Darktrace in 2024 contained over 1,000 characters2, suggesting LLM use in their creation. Tools like ChatGPT and Gemini lower the barrier to entry for cyber-criminals, allowing them to create phishing campaigns that humans find it difficult to spot.  

Let’s take a look at a dummy email created by a member of our team without a technical background to illustrate how easy it is to spin up an email that looks and feels like a genuine Black Friday offer. With two prompts, generative AI created a convincing “sale” email that could easily pass as the real thing without requiring any technical skill.

A fake Black Friday deal email created using generative AI, with only two prompts. The image has been pixelated for marketing purposes.

Anyone can now create convincing brand spoofs, and they can do it at scale. That makes it even more important for email users to pause, check the sender, and think before they click.

Why phishing scams hurt consumers and brands

These spoofs don’t just drain shoppers’ bank accounts and grab their personal data. They erode trust, drive people away from real sites, and ultimately hurt brands’ sales. And the fakes keep getting sharper, more convincing, and harder to spot.

Though brands should implement email controls like DMARC to help reduce spoofing, they can’t stop attackers from registering new look-alike domains or using other channels. At the end of the day, human users remain vulnerable to well-crafted scams, particularly when the element of trust from a well-known brand is involved. And while brands can’t prevent all impersonation scams, the fallout can still erode consumer trust and damage their reputation.

In order to limit the impact of these scams, two things need to work together: better education so consumers know when to slow down and look twice, and email security (plus a DMARC solution and an attack surface management tool) that can adapt faster than the attackers – protecting both shoppers and the brands they love.

Tips to stay safe while Black Friday shopping online

On top of retailers implementing robust email security, there are some simple steps shoppers can take to stay safer while shopping this holiday season.

  • Check every website (twice). Scammers make tiny changes you can barely see. They’ll switch Walmart.com for Waimart.com and most people won’t notice. If something looks even slightly off, check the URL carefully and, if you’re unsure, search for reviews of that exact address.
  • Santa keeps the real gifts in the workshop. Don’t just click through from sales emails. Use them as a prompt to log in directly to the official app or site, where any genuine notifications will appear.
  • Look at the payment options. Real retailers usually offer a handful of recognizable ways to pay; if a site pushes only odd methods or upfront transfers, don’t use it.
  • Be skeptical of Christmas miracles. If a deal on a big-ticket item looks too good to be true, it usually is.
  • Leave the rushing to the elves. Countdown timers and “last chance” banners are designed to make you click before you think. Take a breath, double-check the sender and the site, and then decide whether to buy.

Email security you can trust this holiday season

The heightened holiday shopping season shines a spotlight on an uncomfortable reality: now that phishing emails are harder than ever to distinguish from legitimate brand communication, traditional spam filters and Secure Email Gateways struggle to keep up. In order to protect against communication-based attacks, organizations require email security that can evaluate the full context of an email – not just surface-level indicators – and stop malicious messages before they reach inboxes.

Darktrace / EMAIL uses Self-Learning AI to understand the behavior and patterns of every user, so it can detect the subtle inconsistencies that reveal a message isn’t genuine, from shifts in tone and writing style to unexpected links, unfamiliar senders, or off-brand visual cues. By identifying these anomalies automatically – and either holding them entirely, or neutralizing malicious elements – it removes the burden from employees to catch near-imperceptible errors and reinforces protection for the entire organization, from staff to customers to brand reputation.

Join our live broadcast on 9 December, where Darktrace will reveal new, industry-first innovations in email security keeping organizations safe this Christmas – from DMARC to DLP. Sign up to the live launch event now.

For a deeper dive into some specific Black Friday phishing campaigns surfaced by the Darktrace threat analysis team, read the follow-up blog here.

A note on methodology

Insights derive from anonymous live data across 6,500 customers protected by Darktrace / EMAIL. Darktrace created models tracking verified phishing emails that:

  • Explicitly mentioned Black Friday
  • Impersonated US retailers popular during the holiday season (Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers)
  • Impersonated major global brands (Apple, eBay, Netflix, Alibaba and PayPal)

Tracking ran from October 1 to November 21.

References

[1] Based on live tracking of phishing emails spoofing Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers across email inboxes protected by Darktrace.  November 15 – November 21, 2025

[2] Based on analysis of 30.4 million phishing emails between December 21, 2023, and December 18, 2024. Darktrace Annual Threat Report 2024.

[related-resource]

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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