LONDON — ChatGPT search results displayed fraudulent websites impersonating the defunct retailer Russell & Bromley, prompting action from the platform to remove them. Ask Silver, a company that identified the issue, found cloned websites replicating the appearance of Russell & Bromley and Dunelm.
Russell & Bromley entered administration in January 2026 and was subsequently acquired by Next. Anna Jones, a representative at Ask Silver, said, "In this instance it looks like scammers are taking advantage of the fact that Russell & Bromley went into administration in January 2026 and was absorbed by Next – so there is no longer an official Russell & Bromley website, but potential customers will likely still be searching for it."
Ask Silver specifically queried ChatGPT for popular bags from the retailer, leading to responses that listed two fraudulent websites as sources. The fraudulent domain names identified by the company included therussellbromleyofficial, russellandbromleylondon, russellbromleyonlineuk, and russell-and-bromley. Fraudulent retail websites frequently advertise discounts exceeding 80 percent and often require payment exclusively via bank transfer.
A speaker representing the platform indicated the company removed the fraudulent websites from its search index. The platform maintains a reporting form for policy violations. Next stated it is working to close down fraudulent websites impersonating the brand.
Louise Baxter, head of the scams team at National Trading Standards, said, "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."