According to scam-checking service Ask Silver, cloned retail websites are appearing in ChatGPT shopping results. The firm found that ChatGPT included links to fake versions of shoe retailer Russell & Bromley and home goods retailer Dunelm in its responses.
These fake sites take orders, don’t deliver some, and steal payment information. OpenAI has confirmed that the fraudulent websites have been removed from its search index and users can report suspicious sites using the company’s reporting form.
How cloned retail sites are getting into ChatGPAT shopping results
Fraudulent sites mimic the visual design of legitimate retailers and advertise discounts of up to 80%. Their domain names are made to look trustworthy at a glance by using names like thereselbromleyofficial or russellbromleylondon.
Anna Jones of Ask Silver told The Guardian that AI models could be “poisoned”, meaning that cloned web pages created specifically to manipulate AI-generated results could be introduced into the data obtained by ChatGPT.
The Russell and Bromley case shows how scams take advantage of real-world events. The retailer went into administration in January 2026 and was absorbed by Next, leaving no standalone official website.
Consumers searching for a brand no longer have a legitimate standalone site to verify, making it easier for fraudulent versions to be presented as reliable. Jones said scammers appear to be directly taking advantage of this gap.
Why do AI shopping results make this scam more effective?
AI tools like ChatGPT are designed to reduce friction by summarizing information and presenting direct links as official answers. When the response is presented as a single, aggregated result rather than a list of search engine entries, where source quality appears higher, users are less likely to check individual links.
Lewis Baxter, head of the scam team at National Trading Standards, said: “Consumers are increasingly turning to AI tools for advice and recommendations, but criminals are equally quick to adopt them.
The fact that scam websites can appear in AI-generated results is worrying, and a clear reminder that fraudsters will take advantage of any new technology that helps them reach potential victims.
Warning signs to note and how platforms are responding
Fraudulent sites often share common warning signs despite their legitimate appearance. Users should be wary of payment requests that ask for bank transfers instead of credit cards or standard methods like PayPal. Look for domain names that differ slightly from the official retailer’s site.
Significant discounts, often between 50% and 80%, can also be a red flag. Additionally, check for verifiable return addresses or customer service contacts, which many scam sites lack. Displaying information in an AI-generated format can add a layer of false credibility, making it easier to ignore these warning signs.
Dunelm advises customers to only make purchases through the company’s official website or authorized apps, and confirmed that action is taken to remove fraudulent sites when they are found. Russell & Bromley, which was recently acquired, also acknowledged the situation and is working to remove fake sites.
OpenAI confirmed that specific sites flagged by Ask Silver have been removed from ChatGPT’s search index. The company has not provided details about any systemic measures it may be implementing to prevent similar fraudulent sites from appearing in search results in the future.
What should users do
When using AI tools to research purchasing options, look at embedded links rather than confirmed destinations as a starting point. Before purchasing from any retailer mentioned in the AI response, verify the domain separately against the official website of the brand.
Also, check that standard payment options are available, and look for clear signs of a valid returns policy and contact details.
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