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January 9, 2024

Three Ways AI Secures OT & ICS from Cyber Attacks

Explore the three challenges facing industries that manage OT and ICS Systems, the benefits of adopting AI technology, and Darktrace / OT’s unique role!
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
Oakley Cox
Director of Product
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09
Jan 2024

What is OT and ICS?

Operational technologies and industrial control systems are the networked technologies used for the automation of physical processes. These are the technologies that allow operators to control processes and retrieve real time process data from a factory, rail system, pipeline, and other industrial processes.  

The role of AI in defending OT/ICS networks  

While largely adopted by industrial organizations, OT is utilized by Critical Infrastructures, these being the industries that directly affect the health, safety, and welfare of the public. As these organizations expand and adopt new networked industrial technologies, they are simultaneously expanding their attack surface.  

With a larger attack surface, more attacks targeting OT/ICS, and focused coordination around cyber security from regulatory authorities, security personnel have increasing workloads that make it difficult to keep pace with threats and vulnerabilities. Defenders are managing growing attack surfaces due to IT and OT convergence. Thus, the adoption of AI technology to protect, detect, respond, and recover from cyber incidents in industrial systems is paramount for keeping critical infrastructure safe.

This blog will explore three challenges facing industries managing OT/ICS, the perceived benefits of adopting AI technology to address these challenges, and Darktrace/OT’s unique role in this process.  

Darktrace also delivers complete AI-powered solutions to defend US federal government customers from cyber disruptions and ensure mission resilience. Learn more about high fidelity detection in Darktrace Federal’s TAC report.

Figure 1: AI statistics from Gartner and Deloitte

Three ways AI helps improves OT/ICS security  

1. Anomaly detection and response

In this heightened security landscape, OT/ICS environments face a spectrum of external cyber threats that demand vigilant defense. From the looming risk of industrial ransomware to the threat of insiders, yet another dimension is added to security challenge, meaning security professionals must be equipped to detect and respond to internal and external threats.  

While threats are eminent from both inside and outside the organization, many organizations rely on Indicator of Compromises (IOCs) for threat detection. By definition, these solutions can only detect network activity they recognize as an indicator of compromise; therefore, often miss insider threats and novel (zero-day) attacks because the tactics, techniques, and procedures (TTPs) and attack toolkits have never been seen in practice.  

Anomaly-based detection is best suited to combat never-before-seen threats and signatureless threats from the inside. However, not all detection methods are equal. Most anomaly-based detection solutions that leverage AI rely on a combination of supervised machine learning, deep learning, and transformers to train and inform their systems. This entails shipping your company’s data out to a large data lake housed somewhere in the cloud where it gets blended with attack data from thousands of other organizations. This data set gets used to train AI systems — yours and everyone else’s — to recognize patterns of attack based on previously encountered threats.  

While this method reduces the workload for security teams who would have to input attack data otherwise manually, it runs the same risk of only detecting known threats and has potential privacy concerns when shipping this data externally.  

To improve the quality and speed of anomaly detection, Darktrace/OT uses Self-Learning AI that leverages Bayesian Probabilistic Methodologies, Graph Theory, and Deep Neural Networks to learn your organization from the ground up in real time. By learning your unique organization, Darktrace/OT develops a sophisticated baseline knowledge of your network and assets, identifying abnormal activity that indicates a threat based on your unique network data at machine speed. Because the AI engine is local to the organization and/or assets, concerns of data residency and privacy are reduced, and the result is faster time to detect and triage incidents.  

Leveraging Self-Learning AI, Darktrace/OT uses autonomous response that severs only the anomalous or risky behaviors allowing the assets to continue to operate as normal. Organizations work with Darktrace to customize how they want Darktrace’s autonomous response to be applied. These options vary from on a device- by-device basis, device type by device type, or subnet by subnet basis and can be done completely autonomously or in human confirmation mode. This gives security teams more time to respond to an incident and reduces operational downtime when facing a threat.  

Darktrace leverages a combination of AI methods:

  • Self-Learning AI
  • Bayesian classification probabilistic models  
  • Deep neural networks
  • Transformers
  • Graph theory models
  • Clustering models  
  • Anomaly detection models
  • Generative and applied AI  
  • Natural language processing  
  • Supervised machine learning for investigation process of alerts

2. Vulnerability & Asset Management

At present, managing OT cyber risk is labor and resource intensive. Many organizations use third-party auditors to identify assets and vulnerabilities, grade compliance, and recommend improvements.  

At best, these exercises become tick-box exercises for companies to stay in compliance with little measurable reduction in cyber risk. At worst, asset owners can be left with a mountain of vulnerability information to work through, much of it irrelevant to the security risks Engineering and Operations teams deal with day to day, and increasingly out of date each passing day after the annual or biannual audit has been completed.  

In both cases, organizations are left using a patchwork of point products to address different aspects of preventative OT cyber security, most of which lack wider business context and lead to costly inefficiencies with no real impact to vulnerability or risk exposure.  

Darktrace’s technology helps in three unique ways:

  1. AI populates asset inventories: Self-Learning AI technology listens and learns from network traffic to populate or update asset inventories. It does this not just by identifying simple IPs, mac addresses, and hostnames, it learns from what it sees and automatically classifies or tags specific types of assets with the function that they perform. For example, if a specific device is performing functions like a PLC, sending commands to and from an HMI, it can appropriately tag and label these systems.
  2. AI prioritizes risk: Leveraging Bayesian Probabilistic Methodologies, Graph Theory, and Deep Neural Networks, Darktrace/OT assesses the strategic risks facing your organization in real time. Using knowledge of data points on all your networked assets, data flow topology, your assets vulnerabilities and OSINT, Darktrace identifies and prioritizes high-value assets, potential attack pathways based on an existing vulnerabilities targetability and impact.
  3. AI explains remediation tactics: Many OT devices run 24/7 operations and cannot be taken offline to apply a patch, assuming a patch is even available. Darktrace/OT uses natural language processing to provide and explain prioritized remediation and mitigation associated with a given cyber risk across all MITRE ATT&CK techniques. Thus, where a CVE exists but a patch cannot be applied, a different technical mitigation can be recommended to remove a potential attack path before it can be exploited, preemptively securing vital internal systems and assets.
Figure 2: A critical attack path which starts with the compromise of a PC in the internal IT network, and ends with a PLC in the OT network. Each step is mapped out to the real world TTPs including abuse of SSH sessions and the modifications of ICS programs

3. Simplify compliance and reporting

Organizations, regardless of size or resources, have compliance regulations they need to adhere to. What this creates is an increased workload for security professionals. For smaller organizations, security teams might lack the manpower or resources to report in the short time frame that is required. For large organizations, keeping track of a massive amount of assets proves to be a challenge. Both cases emanate the risk of reporting fatigue where organizations might be hesitant to report incidents due to the complexity and time requirements they demand.  

An AI engine within the Darktrace/OT platform, Cyber AI analyst autonomously investigates incidents, summarize findings in natural language, and provides comprehensive insights into the nature and scope of cyber threats to improve the time it takes to triage and report on incidents. The ability to stitch together and present related security events provides a holistic understanding of the incident, enabling security analysts to identify patterns, assess the scope of potential threats, and prioritize responses effectively.  

Darktrace's detection capabilities identify every stage of an intrusion, from a compromised domain controller to network reconnaissance and privilege escalation. The AI technology is capable of detecting infections across several devices and generating incident reports that piece together disparate events to give a clear security narrative containing details of the attack, bridging the communication gap between IT and OT specialists.  

Post-incident, the technology assists in outlining timelines, discerning compromised data, pinpointing unusual activities, and aiding security teams in proactive threat mitigation.  

With its capabilities, organizations can swiftly understand the attack timeline, affected assets, unauthorized accesses, compromised data points, and malicious interactions, facilitating appropriate communication and action. For example, when Cyber AI Analyst shows an attack path, the security team gains insight on the segmentation or lack thereof between two subnets allowing the security team to appropriately segment the subnets.  

Cyber AI improves critical infrastructure operators’ ability to report major cyber-attacks to regulatory authorities. Considering that 72 hours is the reporting period for most significant incidents — and 24 hours for ransomware payments — Cyber AI Analyst is no longer a nice-to-have but a must-have for critical infrastructure.

Figure 3: The tabs labeled 1-4 denote model breaches, each with a specific action and severity indicated by color dots. Darktrace integrates these breaches, offering the security team a unified view of interconnected security events.  

The right AI for the right challenge

Incident Phase:

Protect

Role of AI:

Cyber risk prioritization

Attack path modelling

Compliance reporting

Darktrace Product:

PREVENT/OT

Incident Phase:

Detect

Role of AI:

Anomaly detection

Triaging and investigating

Darktrace Product:

Cyber AI analyst

DETECT/OT

Incident Phase:

Respond

Role of AI: 

Autonomous response  

Incident reporting

Darktrace Product:

RESPOND/OT

Incident Phase:

Recover

Role of AI:

Incident preparedness

Incident simulations

Darktrace Product:

HEAL

Credit to: Nicole Carignan, VP of Strategic Cyber AI - Kendra Gonzalez Duran, Director of Technology Innovation - & Daniel Simonds, Director of Operational Technology for their contribution to this blog.

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
Oakley Cox
Director of Product

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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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