From Deals to Deepfakes: Navigating Festive Season CX Risks in India
Nothing beats the thrill of scoring the perfect Diwali deal online. Shoppers hunt for discounts, scramble for limited-time offers, and share elation when that “order confirmed” email lands. Yet behind every festive bargain lies a darker side: the rise of AI-driven scams that threaten customer trust and brand reputation. As cybercriminals innovate with deepfakes and phishing bots, CX and EX leaders must rethink digital safeguards.
This article explores real-world challenges, unpacks cutting-edge McAfee research, and delivers expert insights. From omnichannel touchpoints to employee training, discover how to protect customers and empower teams this festive season.
The Festive Shopping Boom—and Its Pitfalls
Online shopping in India has exploded. Better discounts, vast product variety, and lightning-fast delivery lure 64 percent, 52 percent, and 51 percent of shoppers respectively. Convenience drives 60 percent to click “buy” rather than brave crowded stores. Mobile reigns supreme: 77 percent of festive purchases happen on smartphones. Among those aged 25–44, digital platforms are now the default shopping channels.
Yet these very drivers make digital commerce fertile ground for scammers. Holiday frenzy creates urgency. Limited-time deals push shoppers to act without thinking. In the scramble, scam artists strike.
The Rise of AI-Powered Festive Scams
During the recent festive rush, nearly one in three Indians fell victim to holiday scams. More than a third actually lost money. Shoppers now report an average of 12 scam attempts daily via text, email, and social media. That figure climbs during peak sale days.
McAfee’s 2025 Festive Season Research revealed a steep spike in AI-driven schemes. Seventy-two percent of Indians say they worry more about automated scams this year than last. Deepfake celebrity endorsements are now a go-to ploy. Sixty-nine percent encountered fake videos or images of beloved stars hawking holiday deals.
Scammers also rely on classic phishing tactics. Ninety-one percent of consumers received suspicious shopping messages. Nearly half saw fake “gift card wins.” Four in ten were tempted by “limited-time offers,” while over a quarter received bogus refund notices. These messages often lead to phishing sites that mimic trusted e-commerce portals.
Employee Experience Under Fire
Cyber threats don’t just plague customers. They target frontline teams too. Delivery agents and customer service reps face imposters posing as co-workers or managers. One-time password (OTP) scams lure employees into revealing codes. These breaches can cripple internal systems and expose sensitive data.
From a CX perspective, an employee breach can be as damaging as a customer hack. Staff confusion leads to service delays. Brand promises of security ring hollow. And word of mouth about internal failures spreads fast on social media.
Expert Perspective: Mitigating Emerging Threats
Pratim Mukherjee, Senior Director of Engineering at McAfee, notes: “AI-driven scams create new risks for shoppers. Brands must move beyond simple warnings. They need to build trust through proactive security measures embedded in the customer journey.”
1. Embed Real-Time Threat Detection
Deploy AI-driven security tools that scan for deepfake content and phishing sites. Integrate those tools directly into apps and email gateways. When a suspicious link surfaces, customers receive instant alerts and are guided to safe channels.
2. Train Empathetic Frontline Teams
Equip customer service reps with clear protocols for scam reporting. Use role-playing and simulations that mimic deepfake voice calls and spoofed messages. When employees spot anomalies, they can reassure customers in real time and escalate incidents swiftly.
3. Reinforce Verification Habits
Offer one-click device checks. Use trusted badges and padlock icons in apps and web portals. Prompt shoppers with simple reminders: “Verify before you trust.” A brief security checklist at checkout doubles as a loyalty signal, showing customers you guard their safety.
4. Leverage Gamified Awareness Campaigns
Run festive-themed security quizzes across social channels. Reward participants with loyalty points or discount codes for spotting scam red flags. Gamification not only raises awareness but also deepens brand engagement.
Case Study: E-Tailer Secures 1 Million Festive Shoppers
An Indian fashion marketplace faced a surge of fake refund notices during a holiday sale. Traditional email filters missed many phishing attempts. The brand integrated AI-powered scam detection directly into its order-confirmation flow.
Within days, the system flagged suspicious links in real time. Customers saw a pop-up alert before clicking any external URLs. The brand recorded zero successful phishing attacks during the week-long sale. Net promoter scores rose by 15 points, as shoppers felt safer than ever.
Crafting a Secure Customer Journey
A secure CX strategy weaves protection into every touchpoint. Consider the following phased approach:
1: Pre-Sale Vigilance
- Launch a “Shop Smart” microsite with scam education.
- Send proactive SMS tips before sale launches.
- Highlight secure payment icons and HTTPS indicators.
2: Transaction Safeguards
- Implement step-up authentication for high-value carts.
- Monitor IP anomalies—deny requests from known scam networks.
- Require re-verification for requests to change shipping or payment details.
3: Post-Sale Assurance
- Automate purchase-confirmation calls from verified numbers.
- Display clear fraud reporting links in order status pages.
- Survey customers on a “Security Ease” score to gauge confidence.
Building Employee Champions
Employee advocacy is critical. Frontline teams act as the first line of defense. Invest in:
- Security Bootcamps: Quarterly workshops on emerging scam vectors.
- Incident Playbooks: Step-by-step guides for handling impersonation calls.
- Recognition Programs: Reward staff who detect and thwart scams.
When employees feel empowered, they become brand ambassadors for safety. That confidence trickles down to customers.
The Role of Advanced Technologies
Emerging tech can tip the scales in favor of brands and shoppers alike:
- Blockchain Verification: Use tamper-proof ledgers for order receipts. Customers scan QR codes to confirm authenticity.
- Behavioral Biometrics: Monitor typing patterns and device interactions to spot anomalies.
- Natural Language Processing: Analyze inbound messages for scam language patterns. Flag offenders before they reach customers.
These innovations complement human vigilance. Together, they create a resilient CX ecosystem.
Measuring Success: Key Metrics
Track these indicators to evaluate festive security efforts:
- Fraud Attempt Rate: Percentage of flagged vs. total messages delivered.
- Customer Security Score: Post-purchase survey metric on perceived safety.
- Incident Response Time: Average time from scam report to resolution.
- Employee Detection Rate: Number of scams identified by staff.
Aim for a week-over-week reduction in fraud attempts and a corresponding rise in security scores.
Actionable Takeaways for CX and EX Leaders
As the festive season peaks, brands face an unprecedented blend of opportunity and risk. To turn this tide:
- Centralize Threat Intelligence
Break down silos between security and CX teams. Share real-time scam insights across departments. - Design Secure Experiences
Make security a visible feature, not a hidden hurdle. Simplify verification and embed safeguards in workflows. - Invest in People
Train employees to become vigilant guardians. Recognize and reward their efforts. - Adopt Proactive Tools
Use AI to detect deepfakes and phishing before they reach inboxes. Leverage behavioral analytics to flag anomalies. - Communicate Clearly
Keep messaging concise and actionable. Encourage customers to pause and verify before they click.
By weaving security into every layer of the customer and employee journey, organizations not only guard revenue but also cultivate lasting trust. This festive season, transformative CX means protecting joy from the shadows of scams.
