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December 20, 2022

How to Select the Right Cybersecurity AI

Choosing the right cybersecurity AI is crucial. Darktrace's guide provides insights and tips to help you make an informed decision.
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
Germaine Tan
VP, Security & AI Strategy, Field CISO
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20
Dec 2022

AI has long been a buzzword – we started seeing it utilized in consumer space; in social media, e-commerce, and even in our music preference! In the past few years it has started to make its way through the enterprise space, especially in cyber security.

Increasingly, we see threat actors utilizing AI in their attack techniques. This is inevitable with the advancements in AI technology, the lower barrier to entry to the cyber security industry, and the continued profitability of being a threat actor. Surveying security decision makers across different industries like financial services and manufacturing, 77% of the respondents expect weaponized AI to lead to an increase in the scale and speed of attacks. 

Defenders are also ramping up their use of AI in cyber security – with more than 80% of the respondents agreeing that organizations require advanced defenses to combat offensive AI – resulted in a ‘cyber arms race’ with adversaries and security teams in constant pursuit of the latest technological advancements.  

The rules and signature approach is no longer sufficient in this evolving threat landscape. Because of this collective need, we will continue to see the push of AI innovations in this space as well. By 2025, cyber security technologies will account for 25% of the AI software market.

Despite the intrigue surrounding AI, many people have a limited understanding of how it truly works. The mystery of AI technology is what piques the interest of many cyber security practitioners. As an industry we also know that AI is necessary for advancement, but there is so much noise around AI and machine learning that some teams struggle to understand it. The paradox of choice leaves security teams more frustrated and confused by all the options presented to them.

Identifying True AI

You first need to define what you want the AI technology to solve. This might seem trivial, but many security teams often forget to come back to the fundamentals: what problem are you addressing? What are you trying to improve? 

Not every process needs AI; some processes will simply need automation – these are the more straightforward parts of your business. More complex and bigger systems require AI. The crux is identifying these parts of your business, applying AI and being clear of what you are going to achieve with these AI technologies. 

For example, when it comes to factory floor operations or tracking leave days of employees, businesses employ automation technologies, but when it comes to business decisions like PR strategies or new business exploration, AI is used to predict trends and help business owners make these decisions. 

Similarly, in cyber security, when dealing with known threats such as known malicious malware and hosting sites, automation is great at keeping track of them; workflows and playbooks are also best assessed with automation tools. However, when it comes to unknown unknowns like zero-day attacks, insider threats, IoT threats and supply chain attacks, AI is needed to detect and respond these threats as they emerge.

Automation is often communicated as AI, and it becomes difficult for security teams to differentiate. Automation helps you to quickly make a decision you already know you will make, whereas true AI helps you make a better decision.

Key ways to differentiate true AI from automation:

  • The Data Set: In automation, what you are looking for is very well-scoped. You already know what you are looking for – you are just accelerating the process with rules and signatures. True AI is dynamic. You no longer need to define activities that deserve your attention, the AI highlights and prioritizes this for you.
  • Bias: When you define what you are looking for, as humans inherently we impose our biases on these decisions. We are also limited by our knowledge at that point in time – this leaves out the crucial unknown unknowns.
  • Real-time: Every organization is always changing and it is important that AI takes all that data into consideration. True AI that is real time and also changes with your organization’s growth is hard to find. 

Our AI Research Centre has produced numerous papers on the applications of true AI in cyber security. The Centre comprises of more than 150 members and has more than 100 patents and patents pending. Some of the featured white papers include research on Attack Path Modeling and using AI as a preventative approach in your organization. 

Integrating AI Outputs with People, Process, and Technology


Integrating AI with People

We are living in the time of trust deficit, and that applies to AI as well. As humans we can be skeptical with AI, so how do we build trust for AI such that it works for us? This applies not only to the users of the technology, but the wider organization as well. Since this is the People pillar, the key factors to achieving trust in AI is through education, culture, and exposure. In a culture where people are open to learn and try new AI technologies, we will naturally build trust towards AI over time.

Integrating AI with Process

Then we should consider the integration of AI and its outputs into your workflow and playbooks. To make decisions around that, security managers need to be clear what their security priorities are, or which security gaps a particular technology is meant to fill. Regardless of whether you have an outsourced MSSP/SOC team, 50-strong in-house SOC team, or even just a 2-man team, it is about understanding your priorities and assigning the proper resources to them.

Integrating AI with Technology 

Finally, there is the integration of AI with your existing technology stack. Most security teams deploy different tools and services to help them achieve different goals – whether it is a tool like SIEM, a firewall, an endpoint, or services like pentesting, or vulnerability assessment exercises. One of the biggest challenges is putting all of this information together and pulling actionable insights out of them. Integration on multiple levels is always challenging with complex technologies because they technologies can rate or interpret threats differently.

Security teams often find themselves spending the most time making sense of the output of different tools and services. For example, taking the outcomes from a pentesting report and trying to enhance SOAR configurations, or looking at SOC alerts to advise firewall configurations, or taking vulnerability assessment reports to scope third-party Incident Response teams.

These tools can have a strong mastery of large volumes of data, but eventually ownership of the knowledge should still lie with the human teams – and the way to do that is with continuous feedback and integration. It is no longer efficient to use human teams to carry out this at scale and at speed. 

The Cyber AI Loop is Darktrace’s approach to cyber security. The four product families make up a key aspect of an organization’s cyber security posture. Darktrace PREVENT, DETECT, RESPOND and HEAL each feed back into a continuous, virtuous cycle, constantly strengthening each other’s abilities. 

This cycle augments humans at every stage of an incident lifecycle. For example, PREVENT may alert you to a vulnerability which holds a particularly high risk potential for your organization. It provides clear mitigation advice, and while you are on this, PREVENT will feed into DETECT and RESPOND, which are immediately poised to kick in should an attack occur in the interim. Conversely, once an attack has been contained by RESPOND, it will feed information back into PREVENT which will anticipate an attacker’s likely next move. Cyber AI Loop helps you harden security a holistic way so that month on month, year on year, the organization continuously improves its defensive posture. 

Explainable AI

Despite its complexity, AI needs to produce outputs that are clear and easy to understand in order to be useful. In the heat of the moment during a cyber incident, human teams need to quickly comprehend: What happened here? When did it happen? What devices are affected? What does it mean for my business? What should I deal with first?

To this end, Darktrace applies another level of AI on top of its initial findings that autonomously investigates in the background, reducing a mass of individual security events to just a few overall cyber incidents worthy of human review. It generates natural-language incident reports with all the relevant information for your team to make judgements in an instant. 

Figure 1: An example of how Darktrace filters individual model breaches into incidents and then critical incidents for the human to review 

Cyber AI Analyst does not only take into consideration network detection but also in your endpoints, your cloud space, IoT devices and OT devices. Cyber AI Analyst also looks at your attack surface and the risks associated to triage and show you the most prioritized alerts that if unexpected would cause maximum damage to your organization. These insights are not only delivered in real time but also unique to your environment.

This also helps address another topic that frequently comes up in conversations around AI: false positives. This is of course a valid concern: what is the point of harvesting the value of AI if it means that a small team now must look at thousands of alerts? But we have to remember that while AI allows us to make more connections over the vastness of logs, its goal is not to create more work for security teams, but to augment them instead.

To ensure that your business can continue to own these AI outputs and more importantly the knowledge, Explainable AI such as that used in Darktrace’s Cyber AI Analyst is needed to interpret the findings of AI, to ensure human teams know what happened, what action (if any) the AI took, and why. 

Conclusion

Every organization is different, and its security should reflect that. However, some fundamental common challenges of AI in cyber security are shared amongst all security teams, regardless of size, resources, industry vertical, and culture. Their cyber strategy and maturity levels are what sets them apart. Maturity is not defined by how many professional certifications or how many years of experience the team has. A mature team works together to solve problems. They understand that while AI is not the silver bullet, it is a powerful bullet that if used right, will autonomously harden the security of the complete digital ecosystem, while augmenting the humans tasked with defending it. 

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
Germaine Tan
VP, Security & AI Strategy, 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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