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March 7, 2024

Defending Against the New Normal in Cybercrime: AI

This blog outlines research & data points on the evolving threat landscape, the impact of malicious AI, and why proactive cyber readiness is essential.
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
Max Heinemeyer
Global Field CISO
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07
Mar 2024

AI in Cyber Security

Over the last 18 months, discussions about artificial intelligence (AI) – specifically generative AI – ranged from excitement and optimism about its transformative potential to fear and uncertainty about the new risks it introduces.  

New research1 commissioned by Darktrace shows that 89 percent of IT security teams polled globally believe AI-augmented cyber threats will have a significant impact on their organization within the next two years, yet 60 percent believe they are currently unprepared to defend against these attacks. Their concerns include increased volume and sophistication of malware that targets known vulnerabilities and increased exposure of sensitive or proprietary information from using generative AI tools.  

At Darktrace, we monitor trends across our global customer base to understand how the challenges facing security teams are evolving alongside industry advancements in AI. We’ve observed that AI, automation, and cybercrime-as-a-service have increased the speed, sophistication and efficacy of cyber security attacks.  

How AI Impacts Phishing Attempts

Darktrace has observed immediate impacts on phishing, which remains one of the most common forms of attack. In April 2023, Darktrace shared research that found a 135 percent increase in ‘novel social engineering attacks’ in the first two months of 2023, corresponding with the widespread adoption of ChatGPT2. These phishing attacks showed a strong linguistic deviation – semantically and syntactically – compared to other phishing emails, which suggested to us that generative AI is providing an avenue for threat actors to craft sophisticated and targeted attacks at speed and scale. A year later, we’ve seen this trend continue. Darktrace customers received approximately 2,867,000 phishing emails in December 2023 alone, a 14 percent increase on what was observed months prior in September3. Between September and December 2023, phishing attacks that used novel social engineering techniques grew by 35 percent on average across the Darktrace customer base4.  

These observations reinforce trends that others in the industry have shared. For example, Microsoft and OpenAI recently published research on tactics, techniques, and procedures (TTPs) augmented by large language models (LLMs) that they have observed nation-state threat actors using. That includes using LLMs to draft and generate social engineering attacks, inform reconnaissance, assist with vulnerability research and more.  

The Rise of Cybercrime-as-as-a-Service

The increasing cyber challenge facing defenders cannot be attributed to AI alone. The rise of cybercrime as-a-service is also changing the dynamic. Darktrace’s 2023 End of Year Threat Report found that cybercrime-as-a-service continue to dominate the threat landscape, with malware-as-a-Service (MaaS) and ransomware-as-a-Service (RaaS) tools making up most malicious tools in use by attackers. The as-a-Service ecosystem can provide attackers with everything from pre-made malware to templates for phishing emails, payment processing systems and even helplines to enable bad actors to mount attacks with limited technical knowledge.  

These trends make it clear that attackers now have a more widely accessible toolbox that reduces their barriers.

AI Enabling Accidental Insider Threats

However, the new risks facing businesses aren’t from external threat actors alone. Use of generative AI tools within the enterprise introduces a new category of accidental insider threats. Employees using generative AI tools now have easier access to more organizational data than ever before. Even the most well-intentioned employee could unintentionally leak or access restricted, sensitive data via these tools. In the second half of 2023, we observed that approximately half of Darktrace customers had employees accessing generative AI services. As this continues to increase, organizations need policies in place to guide the use cases for generative AI tools as well as strong data governance and the ability to enforce these policies to minimize risk.  

It is inevitable that AI will increase the risks and threats facing an organization, but this is not an unsolvable challenge from a defensive perspective. While advancements in generative AI may be worsening issues like novel social engineering and creating new types of accidental insider threats, AI itself offers a strong defense.  

The Shift to Proactive Cyber Readiness

According to the World Economic Forum’s Global Cybersecurity Outlook 2024, the number of organizations that “maintain minimum viable cyber resilience is down 30 percent compared to 2023”, and “while large organizations have demonstrated gains in cyber resilience, small and medium-sized companies showed significant decline.” The importance of cyber resilience cannot be understated in the face of today’s increasingly as-a-service, automated, and AI-augmented threat landscape.  

Historically, organizations wait for incidents to happen and rely on known attack data for threat detection and response, making it nearly impossible to identify never-before-seen threats. The traditional security stack has also relied heavily on point solutions focused on protecting different pieces of the digital environment, with individual tools for endpoint, email, network, on-premises data centers, SaaS applications, cloud, OT and beyond. These point solutions fail to correlate disparate incidents to form a complete picture of an orchestrated attack. Even with the addition of tools that can stitch together events from across the enterprise, they are in a reactive state that focuses heavily on threat detection and response.  

Organizations need to evolve from a reactive posture to a stance of proactive cyber readiness. To do so, they need an approach that proactively identifies internal and external vulnerabilities, identifies gaps in security policy and process before an attack occurs, breaks down silos to investigate all threats (known and unknown) during an attack, and uplifts the human analyst beyond menial tasks to incident validation and recovery after an attack.  

AI can help break down silos within the SOC and provide a more proactive approach to scale up and augment defenders. It provides richer context when it is fed information from multiple systems, data sets, and tools within the stack and can build an in-depth, real-time behavioural understanding of a business that humans alone cannot.

Lessons From AI in the SOC

At Darktrace, we’ve been applying AI to the challenge of cyber security for more than ten years, and we know that proactive cyber readiness requires the right mix of people, process, and technology.  

When the right AI is applied responsibly to the right cyber security challenge, the impact on both the human security team and the business is profound.

AI can bring machine speed and scale to some of the most time-intensive, error-prone, and psychologically draining components of cyber security, helping humans focus on the value-added work that only they can provide. Incident response and continuous monitoring are two areas where AI has already been proven to effectively augment defenders. For example, a civil engineering company used Darktrace’s AI to uplift its SOC team from the repetitive, manual tasks of analyzing and responding to email incidents. The analysts estimated they were each spending 10 hours per week on email incident analysis. With AI autonomously analyzing and responding to email incidents, the analysts could gain approximately 20 percent of their time back to focus on proactive cyber security measures

An effective human-AI partnership is key to proactive cyber readiness and can directly benefit the work-life of defenders. It can help to reduce burnout, support data-driven decision-making, and reduce the reliance on hard-to-find, specialized talent that has created a skills shortage in cyber security for many years. Most importantly, AI can free up team members to focus on more meaningful tasks, such as compliance initiatives, user education, and sophisticated threat hunting.  

Advancements in AI are happening at a rapid pace. As we’ve already observed, attackers will be watching these developments and looking for ways to use it to their advantage. Luckily, AI has already proved to be an asset for defenders, and embracing a proactive approach to cyber resilience can help organizations increase their readiness for this next phase. Prioritizing cyber security will be an enabler of innovation and progress as AI development continues.  

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Join Darktrace on 9 April for a virtual event to explore the latest innovations needed to get ahead of the rapidly evolving threat landscape. Register today to hear more about our latest innovations coming to Darktrace’s offerings.

References

[1] The survey was undertaken by AimPoint Group & Dynata on behalf Darktrace between December 2023 & January 2024. The research polled 1773 security professionals in positions across the security team from junior roles to CISOs, across 14 countries – Australia, Brazil, France, Germany, Italy, Japan, Mexico, Netherlands, Singapore, Spain, Sweden, UAE, UK, and USA.

[2] Based on the average change in email attacks between January and February 2023 detected across Darktrace/Email deployments with control of outliers.

[3] Average calculated across Darktrace customers from 31st August to 21st December.

[4] Average calculated across Darktrace customers from 31st August to 21st December. Novel social engineering attacks use linguistic techniques that are different to techniques used in the past, as measured by a combination of semantics, phrasing, text volume, punctuation, and sentence length.

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
Max Heinemeyer
Global Field CISO

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November 28, 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 28, 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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