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January 30, 2025

Reimagining Your SOC: Overcoming Alert Fatigue with AI-Led Investigations  

Reimagining your SOC Part 2/3: This blog explores how the challenges facing the modern SOC can be addressed by transforming the investigation process, unlocking efficiency and scalability in SOC operations with AI.
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
Brittany Woodsmall
Product Marketing Manager, AI & Attack Surface
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30
Jan 2025

The efficiency of a Security Operations Center (SOC) hinges on its ability to detect, analyze and respond to threats effectively. With advancements in AI and automation, key early SOC team metrics such as Mean Time to Detect (MTTD) have seen significant improvements:

  • 96% of defenders believing AI-powered solutions significantly boost the speed and efficiency of prevention, detection, response, and recovery.
  • Organizations leveraging AI and automation can shorten their breach lifecycle by an average of 108 days compared to those without these technologies.

While tool advances have improved performance and effectiveness in the detection phase, this has not been as beneficial to the next step of the process where initial alerts are investigated further to determine their relevance and how they relate to other activities. This is often measured with the metric Mean Time to Analysis (MTTA), although some SOC teams operate a two-level process with teams for initial triage to filter out more obviously uninteresting alerts and for more detailed analysis of the remainder. SOC teams continue to grapple with alert fatigue, overwhelmed analysts, and inefficient triage processes, preventing them from achieving the operational efficiency necessary for a high-performing SOC.

Addressing this core inefficiency requires extending AI's capabilities beyond detection to streamline and optimize the following investigative workflows that underpin effective analysis.

Challenges with SOC alert investigation

Detecting cyber threats is only the beginning of a much broader challenge of SOC efficiency. The real bottleneck often lies in the investigation process.

Detection tools and techniques have evolved significantly with the use of machine learning methods, improving early threat detection. However, after a detection pops up, human analysts still typically step in to evaluate the alert, gather context, and determine whether it’s a true threat or a false alarm and why. If it is a threat, further investigation must be performed to understand the full scope of what may be a much larger problem. This phase, measured by the mean time to analysis, is critical for swift incident response.

Challenges with manual alert investigation:

  • Too many alerts
  • Alerts lack context
  • Cognitive load sits with analysts
  • Insufficient talent in the industry
  • Fierce competition for experienced analysts

For many organizations, investigation is where the struggle of efficiency intensifies. Analysts face overwhelming volumes of alerts, a lack of consolidated context, and the mental strain of juggling multiple systems. With a worldwide shortage of 4 million experienced level two and three SOC analysts, the cognitive burden placed on teams is immense, often leading to alert fatigue and missed threats.

Even with advanced systems in place not all potential detections are investigated. In many cases, only a quarter of initial alerts are triaged (or analyzed). However, the issue runs deeper. Triaging occurs after detection engineering and alert tuning, which often disable many alerts that could potentially reveal true threats but are not accurate enough to justify the time and effort of the security team. This means some potential threats slip through unnoticed.

Understanding alerts in the SOC: Stopping cyber incidents is hard

Let’s take a look at the cyber-attack lifecycle and the steps involved in detecting and stopping an attack:

First we need a trace of an attack…

The attack will produce some sort of digital trace. Novel attacks, insider threats, and attacker techniques such as living-off-the-land can make attacker activities extremely hard to distinguish.

A detection is created…

Then we have to detect the trace, for example some beaconing to a rare domain. Initial detection alerts being raised underpin the MTTD (mean time to detection). Reducing this initial unseen duration is where we have seen significant improvement with modern threat detection tools.

When it comes to threat detection, the possibilities are vast. Your initial lead could come from anything: an alert about unusual network activity, a potential known malware detection, or an odd email. Once that lead comes in, it’s up to your security team to investigate further and determine if this is this a legitimate threat or a false alarm and what the context is behind the alert.

Investigation begins…

It doesn’t just stop at a detection. Typically, humans also need to look at the alert, investigate, understand, analyze, and conclude whether this is a genuine threat that needs a response. We normally measure this as MTTA (mean time to analyze).

Conducting the investigation effectively requires a high degree of skill and efficiency, as every second counts in mitigating potential damage. Security teams must analyze the available data, correlate it across multiple sources, and piece together the timeline of events to understand the full scope of the incident. This process involves navigating through vast amounts of information, identifying patterns, and discerning relevant details. All while managing the pressure of minimizing downtime and preventing further escalation.

Containment begins…

Once we confirm something as a threat, and the human team determines a response is required and understand the scope, we need to contain the incident. That's normally the MTTC (mean time to containment) and can be further split into immediate and more permanent measures.

For more about how AI-led solutions can help in the containment stage read here: Autonomous Response: Streamlining Cybersecurity and Business Operations

The challenge is not only in 1) detecting threats quickly, but also 2) triaging and investigating them rapidly and with precision, and 3) prioritizing the most critical findings to avoid missed opportunities. Effective investigation demands a combination of advanced tools, robust workflows, and the expertise to interpret and act on the insights they generate. Without these, organizations risk delaying critical containment and response efforts, leaving them vulnerable to greater impacts.

While there are further steps (remediation, and of course complete recovery) here we will focus on investigation.

Developing an AI analyst: How Darktrace replicates human investigation

Darktrace has been working on understanding the investigative process of a skilled analyst since 2017. By conducting internal research between Darktrace expert SOC analysts and machine learning engineers, we developed a formalized understanding of investigative processes. This understanding formed the basis of a multi-layered AI system that systematically investigates data, taking advantage of the speed and breadth afforded by machine systems.

With this research we found that the investigative process often revolves around iterating three key steps: hypothesis creation, data collection, and results evaluation.

All these details are crucial for an analyst to determine the nature of a potential threat. Similarly, they are integral components of our Cyber AI Analyst which is an integral component across our product suite. In doing so, Darktrace has been able to replicate the human-driven approach to investigating alerts using machine learning speed and scale.

Here’s how it works:

  • When an initial or third-party alert is triggered, the Cyber AI Analyst initiates a forensic investigation by building multiple hypotheses and gathering relevant data to confirm or refute the nature of suspicious activity, iterating as necessary, and continuously refining the original hypothesis as new data emerges throughout the investigation.
  • Using a combination of machine learning including supervised and unsupervised methods, NLP and graph theory to assess activity, this investigation engine conducts a deep analysis with incidents raised to the human team only when the behavior is deemed sufficiently concerning.
  • After classification, the incident information is organized and processed to generate the analysis summary, including the most important descriptive details, and priority classification, ensuring that critical alerts are prioritized for further action by the human-analyst team.
  • If the alert is deemed unimportant, the complete analysis process is made available to the human team so that they can see what investigation was performed and why this conclusion was drawn.
Darktrace cyber ai analyst workflow, how it works

To illustrate this via example, if a laptop is beaconing to a rare domain, the Cyber AI Analyst would create hypotheses including whether this could be command and control traffic, data exfiltration, or something else. The AI analyst then collects data, analyzes it, makes decisions, iterates, and ultimately raises a new high-level incident alert describing and detailing its findings for human analysts to review and follow up.

Learn more about Darktrace's Cyber AI Analyst

  • Cost savings: Equivalent to adding up to 30 full-time Level 2 analysts without increasing headcount
  • Minimize business risk: Takes on the busy work from human analysts and elevates a team’s overall decision making
  • Improve security outcomes: Identifies subtle, sophisticated threats through holistic investigations

Unlocking an efficient SOC

To create a mature and proactive SOC, addressing the inefficiencies in the alert investigation process is essential. By extending AI's capabilities beyond detection, SOC teams can streamline and optimize investigative workflows, reducing alert fatigue and enhancing analyst efficiency.

This holistic approach not only improves Mean Time to Analysis (MTTA) but also ensures that SOCs are well-equipped to handle the evolving threat landscape. Embracing AI augmentation and automation in every phase of threat management will pave the way for a more resilient and proactive security posture, ultimately leading to a high-performing SOC that can effectively safeguard organizational assets.

Every relevant alert is investigated

The Cyber AI Analyst is not a generative AI system, or an XDR or SEIM aggregator that simply prompts you on what to do next. It uses a multi-layered combination of many different specialized AI methods to investigate every relevant alert from across your enterprise, native, 3rd party, and manual triggers, operating at machine speed and scale. This also positively affects detection engineering and alert tuning, because it does not suffer from fatigue when presented with low accuracy but potentially valuable alerts.

Retain and improve analyst skills

Transferring most analysis processes to AI systems can risk team skills if they don't maintain or build them and if the AI doesn't explain its process. This can reduce the ability to challenge or build on AI results and cause issues if the AI is unavailable. The Cyber AI Analyst, by revealing its investigation process, data gathering, and decisions, promotes and improves these skills. Its deep understanding of cyber incidents can be used for skill training and incident response practice by simulating incidents for security teams to handle.

Create time for cyber risk reduction

Human cybersecurity professionals excel in areas that require critical thinking, strategic planning, and nuanced decision-making. With alert fatigue minimized and investigations streamlined, your analysts can avoid the tedious data collection and analysis stages and instead focus on critical decision-making tasks such as implementing recovery actions and performing threat hunting.

Stay tuned for part 3/3

Part 3/3 in the Reimagine your SOC series explores the preventative security solutions market and effective risk management strategies.

Coming soon!

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
Brittany Woodsmall
Product Marketing Manager, AI & Attack Surface

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November 27, 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 27, 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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