They may look like deals from your favorite retailer or even like a celebrity endorses them, but before you click to buy this holiday season, beware.

Experts warn that scammers are increasingly using AI to generate ads on social media, which is making it harder to spot a fake.

These videos are known as "deepfakes" — made to look and sound like real influencers or celebrities promoting products. Earlier this year, AI-generated ads using Taylor Swift's likeness duped some fans with a fake cookware giveaway.

The goal is to lure you to a counterfeit website and steal your personal and payment information. Scammers will often mimic legitimate retailers by creating counterfeit sites with "deals." The only difference is the URL where a single letter might be off, a period is misplaced.

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