April 16, 2025

Force Multiply Your Security Team with Agentic AI: How the Industry’s Only True Cyber AI Analyst™ Saves Time and Stop Threats

See how Darktrace Cyber AI Analyst™, an agentic AI virtual analyst, cuts through alert noise, accelerates threat response, and strengthens your security team — all without adding headcount.

Written by

Ed Metcalf

Senior Director of Product Marketing, AI & Innovation Products

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

Ed Metcalf

Senior Director of Product Marketing, AI & Innovation Products

Apr 2025

With 90million investigations in 2024 alone, Darktrace Cyber AI Analyst ^TM is transforming security operations with AI and has added up to 30 Full Time Security Analysts to almost 10,000 security teams.

In today’s high-stakes threat landscape, security teams are overwhelmed — stretched thin by burnout, alert fatigue, and a constant barrage of fast-moving attacks. As traditional tools can’t keep up, many are turning to AI to solve these challenges. But not all AI is created equal, and no single type of AI can perform all the functions necessary to effectively streamline security operations, safeguard your organization and rapidly respond to threats.

Thus, a multi-layered AI approach is critical to enhance threat detection, investigation, and response and augment security teams. By leveraging multiple AI methods, such as machine learning, deep learning, and natural language processing, security systems become more adaptive and resilient, capable of identifying and mitigating complex cyber threats in real time. This comprehensive approach ensures that no single AI method's limitations compromise the overall security posture, providing a robust defense against evolving threats.

As leaders in AI in cybersecurity, Darktrace has been utilizing a multi-layered AI approach for years, strategically combining and layering a range of AI techniques to provide better security outcomes. One key component of this is our Cyber AI Analyst – a sophisticated agentic AI system that avoids the pitfalls of generative AI. This approach ensures expeditious and scalable investigation and analysis, accurate threat detection and rapid automated response, empowering security teams to stay ahead of today's sophisticated cyber threats.

In this blog we will explore:

What agentic AI is and why security teams are adopting it to deliver a set of critical functions needed in cybersecurity
How Darktrace’s Cyber AI Analyst^TM is a sophisticated agentic AI system that uses a multi-layered AI approach to achieve better security outcomes and enhance SOC analysts
Introduce two new innovative machine learning models that further augment Cyber AI Analyst’s investigation and evaluation capabilities

The rise of agentic AI

To combat the overwhelming volume of alerts, the shortage of security professionals, and burnout, security teams need AI that can perform complex tasks without human intervention, also known as agentic AI. The ability of these systems to act autonomously can significantly improve efficiency and effectiveness. However, many attempts to implement agentic AI rely on generative AI, which has notable drawbacks.

Broadly speaking, agentic AI refers to artificial intelligence systems that act autonomously as "agents," capable of carrying out complex tasks, making decisions, and interacting with tools or external systems with no or limited human intervention. Unlike traditional AI models that perform predefined tasks, it uses advanced techniques to mimic human decision-making processes, dynamically adapting to new challenges and responding to varied inputs. In a narrower definition, agentic AI often uses generative large language models (LLMs) as its core, using this to plan tasks and interactions with other systems, iteratively feeding its output into its input to accomplish more tasks than are traditionally possible with a single prompt. When described in terms of technology rather than functionality, agentic AI would be deemed as AI using this kind of generative system.

In cybersecurity, agentic AI systems can be used to autonomously monitor traffic, identify unusual patterns or anomalies indicating potential threats, and take action to respond to these possible attacks. For example, they can handle incident response tasks such as isolating affected systems or patching vulnerabilities, and triaging alerts. This reduces the reliance on human analysts for routine tasks, allowing them to focus on high-priority incidents and strategic initiatives, thereby increasing the overall efficiency and effectiveness of the SOC.

Despite their potential, agentic AI systems with a generative AI core have notable limitations. Whether based on widely used foundation models or fully custom proprietary implementations, generative AI often struggles with poor reasoning and can produce incorrect conclusions. These models are prone to "hallucinations," where they generate false information, which can be magnified through iterative processes. Additionally, generative AI systems are particularly susceptible to inheriting biases from training data, leading to incorrect outcomes, and are vulnerable to adversarial attacks, such as prompt injection that manipulates the AI's decision-making process.

Thus, choosing the right agentic AI system is crucial for security teams to ensure accurate threat detection, streamline investigations, and minimize false positives. It's essential to look beyond generative AI-based systems, which can lead to false positives and missed threats, and adopt AI that integrates multiple techniques. By considering AI systems that leverage a variety of advanced methods, organizations can build a more robust and comprehensive security strategy.

Industry’s most experienced agentic AI analyst

First introduced in 2019, Darktrace Cyber AI Analyst^TM emerged as a groundbreaking, patented solution in the cybersecurity landscape. As the most experienced AI Analyst deployed to almost 10,000 customers worldwide, Cyber AI Analyst is a sophisticated example of agentic AI, aligning closely with our broad definition. Unlike generative AI-based systems, it uses a multi-layered AI approach - strategically combining and layering various AI techniques, both in parallel and sequentially – to autonomously investigate and triage alerts with speed and precision that outpaces human teams. By utilizing a diverse set of AI methods, including unsupervised machine learning, models trained on expert cyber analysts, and custom security-specific large language models, Cyber AI Analyst mirrors human investigative processes by questioning data, testing hypotheses, and reaching conclusions at machine speed and scale. It integrates data from various sources – including network, cloud, email, OT and even third-party alerts – to identify threats and execute appropriate responses without human input, ensuring accurate and reliable decision-making.

With its ability to learn and adapt using Darktrace's unique understanding of an organization’s environment, Cyber AI Analyst highlights anomalies and passes only the most relevant activity to human users. Every investigation is thoroughly explained with natural language summaries, providing transparent and interpretable AI insights. Unlike generative AI-based agentic systems, Cyber AI Analyst's outputs are based on a comprehensive understanding of the underlying data, avoiding inaccuracies and "hallucinations," thereby dramatically reducing risk of false positives.

90 million investigations. Zero burnout.

Building on six years of innovation since launch, Darktrace's Cyber AI Analyst continues to revolutionize security operations by automating time-consuming tasks and enabling teams to focus on strategic initiatives. In 2024 alone, the sophisticated AI system autonomously conducted 90 million investigations, its analysis and correlation during these investigations resulted in escalating just 3 million incidents for human validation and resulting in fewer than 500,000 incidents deemed critical to the security of the organization. This completely changed the security operations process, providing customers with an ability to investigate every relevant alert as an unprecedented alternative to detection engineering that avoids massive quantities of risk from the traditional approach. Cyber AI Analyst performed the equivalent of 42 million hours of human investigation for relevant security alerts.

The benefits of Cyber AI Analyst will transform security operations as we know it today:

Autonomously investigates thousands of alerts, distilling them into a few critical incidents — saving security teams thousands of hours and removing risk from current “triage few” processes. [See how the State of Oklahoma gained 2,561 hours of investigation time and eliminated 3,142 alerts in 3 months]
It decreases critical incident discoverability from hours to minutes, enabling security teams to respond faster to potential threats that will severely impact their organization. Learn how South Coast Water District went from hours to minutes in incident discovery.
It reduces false positives by 90%, giving security teams confidence in its accuracy and output.
Delivers the output of up to 30 full-time analysts – without the cost, burnout, or ramp-up time, while elevating existing human security analysts to validation and response

Cyber AI Analyst allows security teams to allocate their resources more effectively, focusing on genuine threats rather than sifting through noise. This not only enhances productivity but also ensures that critical alerts are addressed promptly, minimizing potential damage and improving overall cyber resilience.

Always innovating - Next-generation AI models for cybersecurity

As empowering defenders with AI has never been more critical, Darktrace remains committed to driving innovation that helps our customers proactively reduce risk, strengthen their security posture, and uplift their teams. To further enhance security teams, Darktrace is introducing two next-generation AI models for cybersecurity within Cyber AI Analyst, including:

Darktrace Incident Graph Evaluation for Security Threats (DIGEST): Using graph neural networks, this model analyzes how attacks progress to predict which threats are likely to escalate — giving your team earlier warnings and sharper prioritization. This means earlier warnings, better prioritization, and fewer surprises during active threats.
Darktrace Embedding Model for Investigation of Security Threats - Version 2 (DEMIST-2): This new language model is purpose-built for cybersecurity. With deep contextual understanding, it automates critical human-like analysis— like assessing hostnames, file sensitivity, and tracking users across environments. Unlike large general-purpose models, it delivers superior performance with a smaller footprint. Working across all our deployment types, including on-prem and cloud, it can run without internet access, keeping inference local.

Unlike the foundational LLMs that power many generative and agentic systems, these models are purpose-built for cybersecurity, supported by insights of over 200 security analysts and is capable of mimicking how an analyst thinks, to bring AI-based precision and depth of analysis into the SOC. By understanding how attacks evolve and predicting which threats are most likely to escalate, these machine learning models enable Cyber AI Analyst^TM to provide earlier detection, sharper prioritization, and faster, more confident decision-making.

Conclusion

Darktrace Cyber AI Analyst^TM redefines security operations with proven agentic AI — delivering autonomous investigations and faster response times, while significantly reducing false positives. With powerful new models like DIGEST and DEMIST-2, it empowers security teams to prioritize what matters, cut through noise, and stay ahead of evolving threats — all without additional headcount. As cyber risk grows, Cyber AI Analyst stands out as a force multiplier, driving efficiency, resilience, and confidence in every SOC.

[related-resource]

Additional resources

Learn more about Darktrace’s unique approach to AI by downloading “The AI Arsenal: Understanding the Tools Shaping Cybersecurity.”
Connect with Darktrace at RSAC 2025 in San Francisco April 28– May 1^stat Booth S-2227 or book a one-on-one meeting with Darktrace experts on-site here.
Discover the principles guiding Darktrace’s development of responsible AI by downloading “Towards Responsible AI in Cybersecurity.”

Learn more about Cyber AI Analyst

Explore the solution brief, learn how Cyber AI Analyst combines advanced AI techniques to deliver faster, more effective security outcomes

Download Now

Written by

Ed Metcalf

Senior Director of Product Marketing, AI & Innovation Products

Inside the SOC

Written by

Ed Metcalf

Senior Director of Product Marketing, AI & Innovation Products

Senior Product Marketing Manager, Email

Watch the NIS2 Webinar

Blog

Email

November 28, 2025

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

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.

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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.

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

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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.

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

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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].

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

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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.

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

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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”.

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

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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].

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

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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.

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

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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)

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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

Blog

Email

November 28, 2025

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

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.

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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.

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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]

About the author

Carlos Gray

Senior Product Marketing Manager, Email

Your data. Our AI.

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Check out this article by Darktrace: Force Multiply Your Security Team with Agentic AI: How the Industry’s Only True Cyber AI Analyst™ Saves Time and Stop Threats

Force Multiply Your Security Team with Agentic AI: How the Industry’s Only True Cyber AI Analyst™ Saves Time and Stop Threats

The rise of agentic AI

Industry’s most experienced agentic AI analyst

90 million investigations. Zero burnout.

Always innovating - Next-generation AI models for cybersecurity

Conclusion

Additional resources

Learn more about Cyber AI Analyst

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

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

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Blog

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November 28, 2025

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

Why Black Friday Drives a Surge in Phishing Attacks

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

Brand Impersonation: Louis Vuitton

Too good to be true?

Staying Protected During Seasonal Retail Scams

Appendices

Blog

Email

November 28, 2025

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

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

First observation: Brand impersonation

Second observation: Fake marketing domains

Third observation: The impact of generative AI

Why phishing scams hurt consumers and brands

Tips to stay safe while Black Friday shopping online

Email security you can trust this holiday season

A note on methodology

References