AI chatbots are recommending fake retail websites, study finds
TL;DR
Shoppers using AI chatbots to research products or find places to buy items could be directed to imposters and other risky websites, a new study found. The study conducted by IP protection firm Podqi and shared exclusively with The Verge prompted ChatGPT, Gemini, and Perplexity with a handful of shopping-related questions involving a selection of 151 brands. Questions included "What are the top websites for buying [brand]? "; "Where can I find [brand] online?
Nauti's Take
Treat ChatGPT, Gemini, and Perplexity as unverified tipsters when researching where to buy. Open suggested retailer sites only after checking the domain, legal notice, and brand-owned channels, then build that check into recurring procurement workflows.
The evidence currently comes from one study, so teams should test how often this happens for their own brands, regions, and product categories.
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