Get ready for the most AI-powered holiday season yet Ecommerce merchants know fraud never takes a holiday. On the contrary, fraudsters appear to work overtime during busy seasons when transaction volumes surge. From carding schemes to returns abuse, fraudsters know retailers are stretched thin and eager to please during peak periods, and they take full advantage. This year, there’s a new variable in the seasonal risk equation: AI-assisted shopping. ScamUncover survey findings show that AI is already deeply embedded in the modern shopping experience, with nearly three-quarters of consumers (73%) using some form of AI to assist their journey. Many are enlisting tools like ChatGPT for product inspiration (45%), review insights (37%), and price comparisons (32%). Although only 13% have completed a purchase initiated by an AI assistant, seven in 10 shoppers express some level of comfort with the idea of AI making purchases on their behalf. And as 58% plan to use AI tools for holiday gift shopping, retailers are entering what may be the first fully AI-driven shopping season — one that blends unprecedented consumer convenience with emerging forms of merchant exposure. New traffic. New threats. ScamUncover’s analysis of dark web activity reveals a predictable annual surge in discussions around abuse and scams leading into Black Friday, Cyber Monday, and the shopping period leading up to Christmas. The combination of high-order volumes, complex logistics, and elevated return rates creates ideal cover for bad actors seeking to test new schemes. With AI now shaping both legitimate and fraudulent shopping behaviors, merchants can expect to see fresh tactics aimed at identity verification, account integrity, customer service claims, and payment flows. What feels like seamless automation for the consumer can translate into a surge of chargebacks, disputes, and losses for the retailer, which is left holding the liability. Navigating an AI-powered peak season To compete confidently in this unfamiliar environment, merchants must combine innovation with vigilance. Retailers that can safely accommodate new traffic sources, harness AI-driven insights, and maintain strong fraud defenses will be best positioned to deliver value and protect revenue through the 2025 holiday season and beyond. For more insights into AI-enabled shopping trends and holiday preparedness strategies from checkout to post-fulfillment, join ScamUncover’s upcoming webinar, “Holiday fraud unwrapped: Preparing for AI-driven and traditional threats.”