AI shopping scams: ChatGPT directs users to fake retail websites
7 reported
According to a report from The Guardian, scammers are creating cloned retail websites that appear in ChatGPT search results, tricking users into making purchases that never arrive. The scam-checking service Ask Silver identified fake sites mimicking Russell & Bromley and Dunelm. Ask Silver’s Anna Jones suggested the large language model powering ChatGPT may have been “poisoned” with malicious content from cloned webpages. Jones noted that scammers are exploiting the fact that Russell & Bromley went into administration in January 2026 and was absorbed by Next, leaving no official Russell & Bromley website. Louise Baxter, head of the scams team at National Trading Standards, warned consumers not to assume a website is genuine just because an AI tool recommends it. ChatGPT’s spokesperson said the fraudulent websites have been removed from its search index, and users can report violations through a form.
What’s reported
Ask Silver found cloned sites for Russell & Bromley and Dunelm appearing in ChatGPT search results.
Russell & Bromley went into administration in January 2026 and was absorbed by Next.
Fake site names included therussellbromleyofficial, russellandbromleylondon, russellbromleyonlineuk, and russell-and-bromley.
The legitimate Russell & Bromley store now sits within the Next website.
Fraudulent sites often offer discounts up to 80% and only accept payment by bank transfer.
Next said it was “aware of the situation” and working to have the sites closed down.
ChatGPT’s spokesperson said the fraudulent websites were removed from its search index.
Key figures
Anna Jones, Ask Silver
Louise Baxter, head of the scams team at National Trading Standards
Spokesperson for Dunelm (unnamed)
Spokesperson for ChatGPT (unnamed)
Sources: The Guardian
