Spot the Fake: Only 1 in 4 Brits Can identify This AI-generated Christmas Ad

Santander has today issued a warning about the risks posed by fake AI-generated social media adverts that could scam unsuspecting shoppers in the lead up to Christmas. The bank has created 10 fake AI social media adverts1 to show just how realistic the fake adverts can be, whilst helping Brits spot the tell-tale signs. 

New research from Santander UK2 shows over half of Brits fear that they or a family member could fall victim (56%) to this type of scam, and don’t know what to believe when it comes to things they are buying online (50%). Last year £16.7 million was stolen by fraudsters in purchase scams3 – with 67% of the total originating from social media platforms (by volume).4 

Despite growing up in the digital age, the data reveals that younger generations are particularly susceptible to this type of scam. Among Gen Z, while more than half (51%) of social media users reported that they’ve spotted a fake AI-generated advert on social media before, still almost one in six (14%) admit having lost money as a result of these type of fake ads. 

With Christmas shopping ramping up, over half (52%) of Brits report that they are being extra vigilant this Christmas due to the prevalence of AI-generated fake social media adverts. Two-thirds (63%) saying they wouldn’t purchase anything from social media platforms due to concerns around whether they’re legitimate or otherwise. 

Chris Ainsley, Head of Fraud Risk Management at Santander UK said : “Generative AI has opened the floodgates to a new wave of highly convincing scams that can be almost impossible to spot at first glance. As fraudsters become more sophisticated, it’s vital that people stay alert and think twice before engaging with adverts or offers that appear to- good to be true. We want to make sure everyone knows what to look for so they can shop online with confidence, particularly as we head into one of the busiest shopping periods.”

Nearly three in four (74%) couldn’t spot the above advert for padel bats was in fact a fake AI generated advert and 71% couldn’t identify that an advert for a dog feeder device was bogus too.

Top tell-tale signs of fake AI adverts include:

1. Prices that are too good to be true – always consider if something seems too good to be true, it probably is. Scams often use phrases like “limited-time offer,” “exclusive deal,” or “free giveaway” to create urgency.
2. Image discrepancies – Keep an eye out for any glitchy or distorted images and duplicated items. These can be signs that the image has been AI-generated or poorly edited.
3. Suspicious web addresses – Always check the website URL carefully before clicking or making a purchase. Fake adverts often lead to addresses that include strange spellings, extra characters, or domains that don’t match the brand.
4. Insecure payment pages – Before entering payment details, ensure the website is secure. Look for a padlock icon in the browser bar and make sure the address begins with https://. If it doesn’t, your personal and financial information could be at risk.
5. Spelling and grammar errors – While AI tools can generate polished visuals, many fake ads still feature awkward phrasing, poor-quality images, or inconsistent branding. These can be subtle but are often a clear sign the advert isn’t genuine.