AI-enabled fraud surge reported during Black Friday in Brazil
Experts reported that AI-generated deepfakes and other AI-enabled fraud tactics surged during Brazil's 2024 Black Friday shopping period, with Serasa Experian recording 333 fraud attempts per hour and reports indicating 42% of Brazilians experienced or knew of victims of such fraud.
What happened
Experts reported a surge in AI-enabled fraud attempts during the 2024 Black Friday shopping period in Brazil. Fraudsters used artificial intelligence tools to create deepfake videos and audio imitating celebrities, influencers and company employees to deceive consumers.
Common fraud tactics included false websites mimicking major retailers and vishing attacks where criminals impersonated service representatives to obtain personal data. Deepfake-based fraud grew 830% between 2022 and 2023, according to reports.
Reported impact
Serasa Experian recorded 333 fraud attempts per hour during the 2024 Black Friday period in Brazil. According to research by Instituto Locomotiva and QuestionPro, 42% of Brazilians reported being victims of fraud during this period or knowing someone who had been; 16% were direct victims.
Serasa Experian's fraud monitoring panel registered 7.778 million identity fraud attempts in the country as of November 2025.
Index analysis
Experts noted that AI tools have made fraud more sophisticated and harder to detect. The technology enables fraudsters to create convincing deepfake videos with realistic facial movements, speech patterns and expressions that can trick consumers into clicking fraudulent links or providing personal data.
Governance controls
Experts recommended consumers verify promotional offers through official social media channels of celebrities, influencers and retailers to confirm legitimacy. Detection advice included observing eye movements, hand gestures and identifying signs of artificial manipulation such as 'plastified' appearance or robotic speech patterns with unnatural pauses.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.