A new global study by McAfee reveals that 71% of Indian consumers are increasingly concerned about being targeted by AI-powered scams during Prime Day (Amazon) or similar big retail events, even as the country continues to embrace online shopping in overwhelming numbers.

McAfee’s survey was conducted online in June 2025, covering 5,000 plus adults aged 18 plus from India, the US, UK, France, and Germany, focusing on consumer behaviour during retail events and exposure to scams.

With 96% of Indians shopping online, primarily for clothes and electronics, and 80% of scam victims losing over INR 40,000, the need for robust scam protection and greater awareness is the need of the hour stated McAfee. 

Globally, younger shoppers are far more likely to take risks on unfamiliar brands, especially on social media. Nearly a quarter of 18–34-year-olds say they’re willing to buy from unknown retailers if the deal looks good, with 22% of 18–24s and 21% of 25–34-year-olds ready to click 'buy now' on offers from unknown brands.

In stark contrast, older adults 65 plus show extreme caution, with only 1% willing to engage with unfamiliar advertisements.

Alarmingly, one in five victims choose not to report these scams, citing embarrassment and emotional stress.

Other highlights from the report:

• 39% of respondents say they or someone they know encountered a deepfake scam during a major sale event
• 33% admit they have abandoned purchases due to scam fears
• 20% of scam victims didn’t report the incident due to embarrassment and psychological distress
• 93% of shoppers see ads from unfamiliar retailers on social media during major sales
• 49% of shoppers are open to using scam detection tools for added security

Pratim Mukherjee, senior director of engineering, McAfee, said, “Indian shoppers, who embrace online deals and social platforms, are increasingly falling prey to scams driven by urgency and persuasion. Prime Day is a time of excitement for Indian shoppers, but it has also become a prime target for scammers using AI to create hyper-personalised, convincing attacks that push people to click before they think. While many shoppers are taking precautions, the rise of AI-powered scams makes it more important than ever to stay vigilant.”