Can I trust shops and links an AI chatbot recommends?
In short: Not automatically. Chatbots can point you to fake online shops without knowing it. Check the shop yourself, search for reviews, pay by card or PayPal, and be wary of prices that look too good.
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General information only, not legal advice. Laws and rules differ between countries and regions, so always check what applies where you live, and get professional advice for your situation.
The short version
Asking a chatbot "where can I buy this?" is handy, especially in the busy pre-Christmas rush. Most links it gives you will be fine. But chatbots aren't built to spot scams, so treat a shop a chatbot suggests the same way you'd treat a link from a stranger: check it before you pay.
What's happening
Norton's research team, Gen Threat Labs, says malicious content served to its users through AI chatbots such as ChatGPT and Claude rose 54% in the 90 days to late October 2026. (Norton) That includes "ghost stores": fake online shops that look real, take your money and never send anything.
Gen's threat research director told Pickr these sites get into chatbot answers in three ways (Pickr):
- Live search: the chatbot finds the fake shop while searching the web for you.
- Training data: it learned about the site before you asked.
- Made-up addresses: it invents a web address that sounds right, and criminals later register it.
Pickr, an Australian tech site, also turned up a likely fake shop in its own repeat tests. (Pickr)
Check before you buy
- Find the shop yourself. Search for the shop's name in a normal search engine, or go to a retailer you already know, rather than tapping the chatbot's link.
- Search for reviews. Type the shop's name plus "reviews" or "scam". No reviews at all, or lots of complaints, is a reason to walk away.
- Look at the web address. Check the spelling closely. Be extra careful with brand-new websites and odd endings on familiar brand names.
- Be wary of unusually cheap prices. Big discounts on popular gifts, or "only 2 left" pressure, are classic fake-shop signs.
- Look for real contact details, such as a street address and phone number, plus a clear returns policy.
- Pay by card or PayPal. Both give you a way to ask for your money back if goods never arrive. Avoid bank transfer, gift cards or crypto for online shopping.
If you think you've been caught
- Call your bank or card provider straight away on the number on your card, and ask about a chargeback.
- If you paid with PayPal, open a dispute in PayPal.
- Change any password you used on the site, especially if you reuse it elsewhere.
Common questions
Does this mean I shouldn't use AI for shopping ideas?
No. Chatbots are good for gift ideas and comparing features. Just do the final step, finding the shop and paying, yourself.
What about AI agents that shop for me?
The same checks apply, and keep yourself approving every payment. See Is it safe to give an AI agent your email, passwords or credit card?
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