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December 4, 2024

Phishing Attacks Surge Over 600% in the Buildup to Black Friday

Black Friday and Cyber Monday are prime targets for cyber-attacks, as consumer spending rises and threat actors flock to take advantage. Darktrace analysis reveals a surge in retail cyber scams at the opening of the peak 2024 shopping period, and the top brands that scammers love to impersonate. Plus, don’t forget to check out our top tips for holiday-proofing your SOC before you clock off for the festive season.
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
Nathaniel Jones
VP, Security & AI Strategy, Field CISO
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04
Dec 2024

Defenders are accustomed now to an uptick in cyber-attacks around the holiday period. The festive shopping season creates ideal conditions for cybercriminals. Consumers are inundated with time-sensitive deals, while retailers handle record-breaking transaction volumes at speed. This environment makes it harder than ever to identify suspicious activity.

An investigation conducted by Darktrace’s global analyst team revealed that Christmas-themed phishing attacks leapt 327%1 around the world and Black Friday and Cyber Monday themed phishing attacks soared to 692% last week compared to the beginning of November2 (4th - 9th November), as threat actors seek to take advantage of the busy holiday shopping period.

The United States retail sector saw the most marked increase in threat actors crafting convincing emails purporting to be from well-known brands, mimicking promotional emails. Attacks designed to look like they came from major brands including Walmart – which was easily the most mimicked US brand – Macy’s, Target, Old Navy, and Best Buy3 increased by more than 2000% during peak shopping periods.

Darktrace analysis also highlighted a redistribution of scammers’ resources to take advantage of the festive shopping season, moving from targeting businesses to consumers. The impersonation of major consumer brands, dominated by Amazon and PayPal4, increased by 92% globally between analyzed periods, while the spoofing of workplace-focused brands, like Adobe, Zoom and LinkedIn, decreased by 9%.

Major retail brands invest heavily in safeguarding themselves and their customers from scams and cyberattacks, particularly during the holiday season. However, phishing and website spoofing occur outside the retailers' legitimate infrastructure and security controls, making it difficult to catch and prevent every instance due to their sheer volume. While advancements like AI are helping security teams narrow the gap, brand impersonation remains a persistent challenge.

Multiple attack methods exploit trust during holiday rush

Darktrace’s findings demonstrate some of the most common brand spoofing strategies used by attackers during the holiday season:

Domain spoofing, which sees attackers create near perfect replicas of retail websites, complete with lookalike domain names and branding, to trick consumers into handing over personal and payment details.  

Brand spoofing, where attackers send a phishing email designed to look like a favorite retailer, enticing their target to click a link for a discount, when in fact the link downloads malware to their device.  

Safelink smuggling, which involves an attacker intentionally getting their malicious payload rewritten by a security solution’s Safelink capability to then propagate the rewritten URL to others. This not only evades detection but also undermines trust in email security tools. Darktrace observed over 300,000 cases of Safelinks being included in unexpected and suspicious contexts over a period of 3 months.

Multi-stage attacks which combine these tactics into a single attack: brand spoofing emails lead unsuspecting shoppers directly to domain spoofed websites that harvest login or payment details, creating a seamless deception that hands personal and financial data directly to attackers. This coordinated approach exploits the chaos of holiday sales, when shoppers are primed to expect high volumes of retail emails and website traffic promoting significant savings.

A spike in cyber-criminal activity which extends beyond email

While email often serves as the front door to an organization and the initial avenue of attack, Darktrace frequently observes a surge in cyber-attacks during public holidays5. These “off-peak” attacks exploit common organizational practices and human vulnerabilities with greater ease.

When staff numbers are reduced, and employees mentally and physically disconnect from work, the speed of detection and response has the potential to slow. This creates opportunities for threat actors to infiltrate undetected. Without real-time autonomous systems in place, such attacks can have a far more severe impact on an organization’s ability to respond and recover effectively.

Ransomware is among the most common threats targeting organizations after hours. In 76% of cases, the encryption process begins during off-hours or on weekends6. For instance, Darktrace identified a ransomware attack launched in the early hours of Christmas Day on a client’s network, taking advantage of the period when most employees were offline.

Festive cheer: giving your SOC team the break they deserve

Staff burnout is increasingly top of mind, with 74% of cybersecurity leaders reporting that they’ve had employees resign due to stress7. And the numbers stack up – almost 60% of security analysts report feeling burnt out, and many are choosing to leave their jobs and even security altogether.8

At a human level, the holiday season should be a time of relaxation and merriment rather than anxiety. For SOC leaders, giving teams time to prioritize recharging during the holidays is crucial for sustaining long-term resilience and productivity, balanced with the importance of maintaining rigorous defenses with a reduced workforce.  

So… how can cybersecurity leaders ensure peace of mind during the holidays?

Step 1: Cover yourself from every angle. It’s no longer enough for your email solution to only catch known threats. Security leaders need to invest in multi-layered email defenses that can combat novel and advanced attacks – such as the multi-stage brand personation attacks that lead shoppers to domain-spoofed websites.  

Darktrace / EMAIL – the fastest growing email security solution – has been proven to detect up to 56% more threats than other email solutions.9  It is uniquely capable of catching novel attacks on the first encounter, rather than waiting the 13 days it takes for other solutions to take action10 – by which time your decorations might be coming down, along with your business.

Step 2: Avoid an overwhelming deluge of alerts raining (or snowing) down on your L1 SOC analysts. Lining up people to manage the grunt work over the holidays is an easy pattern to fall into, but consider technology that can automate that initial triage. For example, Darktrace’s Cyber AI Analyst automatically investigates every alert detected by Darktrace’s core real-time detection engine. It does an additional layer of AI analysis – establishing whether an alert is unusual but benign, or part of a more serious security incident. Rather than looking at hundreds of alerts, your team is presented with just a handful of overall incidents. They can use that new free time to do more strategic work, or take some much-needed time off.

Step 3: Make sure someone – or something – is keeping guard in those super off-peak hours. Enter Autonomous Response. Because it knows what normal looks like for your business it can take action to stop and contain only the unusual and threatening activity. Even if it doesn’t eliminate the threat entirely, it can buy your security team time and space, allowing them to enjoy their holiday in peace.

With Black Friday over and the festive shopping period looming, businesses should act now to protect their brand and ensure they have the cybersecurity measures are in place to enjoy the gift of a stress-free holiday season.  

Interested in how AI-driven email security can protect your organization? Check out the product hub to learn more. Or watch the demo video to see Darktrace / EMAIL in action.

References

[1] Based on analysis of 626 customer deployments and attempted phishing emails mentioning Christmas that were detected by Darktrace / EMAIL.

[2] Emails in the analysis mentioning ‘Black Friday’ or ‘Cyber Monday’.

[3] Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers

[4] Amazon, eBay, Netflix, Alibaba, Paypal, Apple

[5] In 2021, Darktrace observed a 70% average increase in attempted ransomware attacks in November and December compared to January and February. (Darktrace Press Release, 2021)

[6] https://www.zdnet.com/article/most-ransomware-attacks-take-place-during-the-night-or-the-weekend

[7] https://www.scworld.com/perspective/ciso-stress-levels-are-out-of-control

[8] https://www.informationweek.com/cyber-resilience/the-psychology-of-cybersecurity-burnout

[9] 56% of malicious phishing emails detected and analyzed across Darktrace / EMAIL customer deployments from December 2023 – July 2024 passed through all existing security layers. (Darktrace Half Year Report 2024)

[10] 13 days mean average of phishing payloads active in the wild between the response of Darktrace / EMAIL compared to the earliest of 16 independent feeds submitted by other email security technologies. (Darktrace Press Release, 2023)

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
Nathaniel Jones
VP, Security & AI Strategy, Field CISO

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May 26, 2026

Journey of a Threat: How Multi-Layered AI Works in Darktrace / EMAIL

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Darktrace / EMAIL is an implementation of the Darktrace methodology – a multi-layered AI system built into a single product. As with other Darktrace products, Darktrace / EMAIL learns the expected behaviours of an organization and its employees to identify novel threats and anomalous activity.

The diagram below represents the architecture of Darktrace / EMAIL’s multi-layered AI: a structured visualization of how intelligence is built, step by step, from raw data to actionable insight. Each layer plays a distinct role, feeding into the next: collecting data, understanding behaviour, analysing intent, making decisions, and presenting clear outcomes.

It all starts with an email

In this blog, we’ll follow a malicious email as it passes through the Darktrace / EMAIL system, showing exactly what happens as it travels through each layer of the pyramid, from basic data extraction to AI-powered metric creation, and finally deciding on any autonomous actions.

Let’s take this example email. As an end-user, you can see that this is an obvious extortion attempt where an adversary is threatening legal action if money isn’t paid within 24 hours, but how does Darktrace figure that out?

Part 1: Data Gathering

Processing of an email begins on point-of-transit for all inbound, outbound, or lateral emails. The first step is to extract information directly. This includes taking information from the headers (such as sending and receiving addresses, sender IP address, routing, and authentication protocols), as well as extraction of raw HTML and CSS data from the email itself.

This directly extracted information only allows for immediate surface level analysis, such as identifying signature-based attacks (known malicious addresses / domains), but is insufficient for identifying novel threats, complex attacks, or potential email or vendor compromise. This is where Darktrace’s AI analysis shines.

In this example, the SPF, DKIM, and DMARC authentication all passed successfully, showing that even malicious emails can still bypass these signature-based checks. Even with this success, Darktrace will continue to analyse the email.

Diving deeper into the technical information, we can see further information extracted from the headers, including aggregations from the header information, historical calculations such as the frequency and volume of emails to and from a particular domain, and much more.

Part 2: Social Graphing

Social Graphing involves the analysis of sending and receiving behaviours of different mailboxes to create peer-groups. Mailboxes who often send and receive to and from the same mailboxes, or exhibit other correlated behaviours, will be clustered together using a collection of unsupervised AI clustering systems. These groups may represent uses in the same teams who perform similar activity, groups of external facing mailboxes which often receive unsolicited emails, or groups of VIP users (such as C-suite or executives).

Social graphing is an essential component of Darktrace’s pattern of life analysis. This clustering allows Darktrace to understand the responsibilities of individuals – for example, behaviours which are anomalous for one group of users may be completely expected of another group.

In our example, the email was sent to 3 different users within the organization. As part of the social graphing, an “Association Anomaly” is calculated which indicates the likelihood that these users would receive emails from this user or domain, based on historical patterns.

Part 3: Metric Calculation

Metrics are calculated for every email, representing more complex characteristics of an email which can’t be directly extracted. Darktrace / EMAIL features over 1000 unique metrics, calculated both algorithmically and using an ensemble of AI systems.

Algorithmically calculated (non-AI) metrics include further historical calculations, and counts of features such as code blocks, and hidden text, to name a few.

AI-driven metrics include Inducement Classification which uses Natural Language Processing to identify potential phishing, solicitation, or extortion attempts; Named Entity Recognition to identify PII and other sensitive data within an email to support Data Loss Prevention; and many more.

We can follow our example email through this process and view the outcome of these metric calculations. Looking at the language metrics for this email, we can see that our email has reported a high extortion inducement, along with identification of banking information and language indicating urgency.

Part 4: Evaluation and Combination Engine (models)

Once all metrics have been calculated for an email, it gets sent to an evaluation and combination engine where the metrics are compared against blocks of logic to determine if an email contains a threat. One key model which alerted for this example message was a model to tag and block extortion attempts.

Since our example email has a high inducement score for extortion, along the presence of a bitcoin wallet address in the message, this model alerts. When a model in the engine is activated, actions are taken – in this case adding a tag to the email to flag it as extortion in the console and hold the email to prevent it from reaching the end-user mailbox.

Part 5: Meta-Modelling and Actions

Once the models have been run, the actions are taken against the email. If the email hasn’t been blocked or held, this is the point where it will reach the end-user's mailbox.

In the Darktrace / EMAIL UI, all actions models which alerted for an email and actions taken as a result can be seen. At the top of this page, you can see the alert indicating an extortion attempt along with the action to hold the message.

Alongside this, a meta-classifier is used to calculate an overall anomaly score for each email, based on how much the email differs from the pattern of life for the user. The score of the email is boosted by any actions that have taken place.

Part 6: Campaign Clustering

All emails are passed through the Darktrace / EMAIL campaign clustering system. This system creates clusters based on related features within the emails to identify groups of emails with the same sender or intent.

In our case, the email was identified as part of a campaign, alongside other emails which were also identified as extortion attempts against a small group of recipients.

Email campaigns may have additional actions applied to them if the campaign is deemed malicious, and in this case, you can see that the autonomous response was to hold all emails in the campaign. This means that if an email manages to avoid being blocked in the evaluation and combination engine but gets identified as part of the campaign, the hold action will be applied to it retroactively.

Part 7: Cyber AI Analyst

Darktrace’s Cyber AI Analyst presents key information and anomaly indicators for each email, such as further information about authentication, specific metrics, or other identified anomalies and mismatches.

Cyber AI Analyst can also utilize data from Darktrace / EMAIL to enhance its investigation of incidents from other Darktrace products, correlating relevant information to build a fuller picture. More information about the Cyber AI Analyst is available in the Darktrace AI Arsenal.

Part 8: Data Presentation (UI)

Once all processing has taken place against the email, it is presented in the Darktrace / EMAIL UI. Here, members of the SOC team can investigate incidents and anomalies, interact with malicious emails to see why they were blocked, and much more.

Our email stands out here with its 100 anomaly score. Every email which passes through a Darktrace / EMAIL will undergo the same thorough and rigorous analysis to identify potential risks, apply autonomous actions where required, and will ultimately be assigned a score to be displayed here. By providing a single overall score in the UI, rather than presenting emails in full, Darktrace / EMAIL allows SOC teams to more easily identify which emails are most important to investigate, increasing efficiency and reducing alert fatigue.

Take the next step

Many email security tools on the market that claim to be AI-driven are in fact bolting AI onto attack-centric approaches, which rely on automating the identification of known threats. These approaches struggle, and will continue to struggle, with adapting to novel, AI-generated threats.

By analyzing every email within its deeply integrated, multi-layered AI system, Darktrace / EMAIL is able to identify the subtle threats that others miss. This depth not only improves detection accuracy, but enables confident, autonomous action, giving security teams clearer insight into AI outcomes and greater control while supporting users.

For a full deep dive into each stage of the AI system, check out the white paper: A Guide to the Multi-Layered AI in Darktrace / EMAIL

Learn more about securing AI in your enterprise.

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Jamie Bali
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May 26, 2026

Darktrace named a Leader in the 2026 Gartner® Magic Quadrant™ for Network Detection and Response (NDR) For the Second Consecutive Year

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Continued recognition in NDR  

Darktrace has been recognized as a Leader in the 2026 Gartner® Magic Quadrant™ for Network Detection and Response (NDR), marking the second consecutive year in the Leaders quadrant.

We believe this consistency reflects sustained ability to execute, adapt, and deliver outcomes as the market evolves.

While we are immensely proud to be recognized by industry analysts as a Leader in NDR, that's just part of the story. Darktrace was also Named the Only 2025 Gartner® Peer Insights™ Customers’ Choice for Network Detection and Response based on direct customer feedback and real-world experience.

We believe the combination of these two signals is important. One reflects how the market is evaluated. The other reflects how technology performs in practice.

Why Darktrace continues to be recognized as a leader

We believe our position as a Leader for the second consecutive year reflects a combination of our sustained ability to execute in NDR, continued AI innovation, and proven delivery of security outcomes for customers and partners worldwide.

We also feel that our leadership in the NDR market is a testament to our unique and multi-layered AI approach, for which we were recognized as No.7 on Fast Company’s Most Innovative AI Companies of 2026 list, plus one of the hottest AI cybersecurity companies in CRN's AI 100.

Adapting to complex, real-world environments

Organizations are no longer protecting a single network perimeter. They are securing a mix of users, devices, applications, and data that move across hybrid environments.

Darktrace has focused on maintaining visibility and detection across these conditions, allowing security teams to understand activity as it scales.

Supporting organizations globally, not just technically

Security outcomes are shaped as much by deployment and support as they are by detection capability.

Darktrace continues to invest in regional presence across 29 countries around the world, helping organizations operationalize NDR in ways that align with local requirements, internal processes, and team structures.

Continuing to push AI beyond detection

AI in cybersecurity is often positioned as a way to improve detection accuracy. But the more important shift is how AI can influence decision-making and response.

Darktrace continues to develop models that learn from both live environments and historical incident data, combining real-time behavioral analysis with insights derived from prior attack patterns.

Using technologies such as the Incident Graph and DIGEST (Darktrace Incident Graph Evaluation for Security Threats), activity is not analyzed in isolation. Instead, relationships between users, devices, connections, and events are mapped over time, allowing the system to reconstruct how an incident is unfolding and how similar incidents have progressed in the past.

By evaluating these patterns, Darktrace can assess the likelihood that an incident will escalate, prioritizing the activity that poses the greatest risk and surfacing the most relevant context for investigation.

This shifts security operations from simply identifying anomalies to understanding their trajectory, helping teams anticipate potential impact and respond earlier with greater precision.

Why NDR is shifting from reactive detection to proactive, AI-driven security

Traditional approaches to NDR have been built around reactively identifying threats once they become clearly visible. That model is increasingly difficult to rely on.

Attackers are no longer operating in ways that stand out. They use valid credentials, trusted tools, and low-and-slow techniques that blend into everyday activity. By the time something looks obviously malicious, the impact is often already underway.

This is the core limitation of reactive detection. It depends on recognizing something that already looks like a threat.

As a result, many of the most consequential incidents today fall into a gap.

Insider activity, compromised credentials, and novel attacks rarely trigger traditional alerts because they do not follow known patterns. On the surface, they often appear legitimate, making them difficult to distinguish from normal behavior without deeper context.

This is why we believe this Gartner recognition reflects a broader shift in NDR toward autonomous, proactive and pre‑emptive security operations.

By understanding normal behavior within an environment, it is possible to identify subtle deviations rather than waiting for confirmation of threats as they are taking place.

Darktrace’s Self-Learning AI is designed for behavioral understanding. By continuously learning each organization’s normal patterns, it can detect deviations in real time, enabling a proactive and pre-emptive model of NDR where security teams can respond to early signs of risk as they emerge, reducing the window in which attacks can develop.

In multiple cases, this behavioral approach has led to early threat detection where Darktrace identified completely unknown threats, including pre-CVE zero-day activity. By detecting subtle behavioral changes before vulnerabilities were publicly disclosed or widely understood, organizations can mitigate threats before they do damage.

This shift is subtle but important. Modern NDR solutions must shift from a system that explains what happened to one that helps prevent threats from developing in the first place, and Darktrace is proud to be at the forefront of this shift - helping organizations build and maintain a state of proactive network resilience.

Continuing to innovate at the forefront of NDR

In our view, recognition as a Leader reflects where the market is today. Continuing to innovate defines what comes next.

As businesses evolve, new technologies like AI tools and agents introduce new security risks and challenges; security teams need more than simple detection. They need a complete understanding of risk as it develops, the ability to investigate it in context, and to contain threats at machine speed.  

Darktrace / NETWORK is built to deliver across that full spectrum. Its Self-Learning AI continuously adapts to each organization’s environment, identifying subtle behavioral changes that signal emerging threats. Integrated investigation and autonomous response reduce the time between detection and action, allowing teams to move with greater speed and confidence.

This combination enables organizations to detect and contain known, unknown, and insider threats as they develop, while also strengthening resilience over time.

As a two-time Leader in the Gartner® Magic Quadrant™ for NDR and the only 2025 Gartner® Peer Insights™ Customers’ Choice, we feel Darktrace continues to evolve its platform to meet the demands of modern environments, delivering a more complete and adaptive approach to network security.

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Disclaimer: The 2026 Gartner® Magic Quadrant™ for Network Detection and Response (NDR) ,The 2026 Gartner® Magic Quadrant™ for Network Detection and Response (NDR), Thomas Lintemuth, Charanpal Bhogal, Nahim Fazal, 18 May 2026.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Magic Quadrant is a registered trademark of Gartner, Inc. and/or its affiliates and is used herein with permission. All rights reserved.

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Mikey Anderson
Product Marketing Manager, Network Detection & Response
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