Cloned retail websites are appearing in ChatGPT shopping results, according to the scam-checking service Ask Silver. The firm discovered that ChatGPT included links to fake versions of shoe retailer Russell & Bromley and home furnishings retailer Dunelm in its responses.
These counterfeit sites take orders, deliver nothing, and steal payment information. OpenAI has confirmed that the fraudulent websites have been removed from its search index and that users can report suspicious sites using the company’s reporting form.
How Cloned Retail Sites Are Slipping Into ChatGPT Shopping Results
The fraudulent sites mimic the visual design of legitimate retailers and advertise discounts of up to 80%. Their domain names are constructed to appear plausible at a glance, using names such as therussellbromleyofficial or russellandbromleylondon.
Anna Jones of Ask Silver told The Guardian that the AI model may have been “poisoned,” meaning cloned web pages created specifically to manipulate AI-generated results could have been introduced into the data ChatGPT draws from.
The Russell & Bromley case illustrates how the scam exploits real-world events. The retailer went into administration in January 2026 and was absorbed by Next, leaving no standalone official website.
Consumers searching for the brand now have no legitimate standalone site to verify against, making fraudulent versions easier to present as credible. Jones stated that scammers appear to be directly exploiting this gap.
Why 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 authoritative answers. Users are less likely to scrutinize individual links when the response is presented as a single, consolidated result rather than a list of search engine entries where source quality is more visible.
Louise Baxter, head of the scams team at National Trading Standards, stated: “Consumers are increasingly turning to AI tools for advice and recommendations, but criminals are adapting just as quickly.
The fact that scam websites can appear in AI-generated results is worrying, and is a stark reminder that fraudsters will exploit any new technology that helps them reach potential victims.”
Warning Signs to Watch For and How Platforms Are Responding
Fraudulent sites often share common warning signs despite their seemingly legitimate appearance. Users should be cautious of payment requests that ask for bank transfers instead of standard methods like credit cards or PayPal. Look out for domain names that are only slightly different 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 these warning signs easier to miss.
Dunelm has advised customers to shop only through the company’s official website or authorized app, and confirmed it takes action to remove fraudulent sites when they are found. Russell & Bromley, which was recently acquired, also acknowledged the situation and has been working to have the fake sites taken down.
OpenAI confirmed that the 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 future search results.
What Users Should Do
When using AI tools to research shopping options, view embedded links as starting points rather than confirmed destinations. Before buying from any retailer mentioned in an 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 legitimate returns policy and contact details.
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