The advancement of generative artificial intelligence tools is producing an unexpected side effect in global e-commerce: the falsification of visual evidence for refund scams. Platforms that historically relied on photos and videos to validate returns now face a scenario where forged digital proofs simulate non-existent damages, making fraud detection increasingly complex.
In the United States, the financial impact is already measurable. Recent data from the consultancy AppZen reveals that in September 2025, approximately 14% of the fraudulent documents analyzed showed signs of AI manipulation—a significant jump compared to the previous year. The fintech Ramp corroborates this scenario, reporting the blocking of over US$ 1 million (approx. R$ 5.6 million) in suspicious invoices in the last 90 days alone.
The “Crab Scam” and Viralization in China
The phenomenon is not exclusive to the West. In China, platforms like RedNote and Douyin are dealing with a wave of returns based on adulterated materials. Unusual cases, such as videos of ceramic cups being torn like paper or labels with illegible characters, have gone viral.
An emblematic case involved merchant Gao Jing, heir to a 30-year family crab farming business. Upon receiving videos showing the animals supposedly dead upon delivery, Gao noticed subtle visual inconsistencies generated by AI. Her report to the authorities resulted in the buyer's detention for eight days, illustrating that the technology already has real legal consequences.
Technological and Human Challenge
According to estimates from Forter, the use of these adulterated images has grown more than 15% since the beginning of 2025, driven by the ease of access to image generators. However, experts warn that the response should not be solely technological.
“Technology and data are powerful tools, but they fail when disconnected from empathy and transparency,” analyzes Rebecca Fischer, CSO and co-founder of Divibank. For the executive, paradoxically, transformative technology is what allows companies to exercise their humanity, maintaining a focus on listening to and anticipating customer needs.
The Security Dilemma
The scenario imposes an operational dilemma: tightening return policies may curb fraud but tends to penalize honest consumers and harm the shopping experience. On the other hand, flexibility exposes merchants to massive losses, often caused by organized groups using rotating IPs to hinder tracking.
Although some platforms already employ counter-artificial intelligence to analyze suspicious images, these solutions are still seen as limited. While balance is not achieved, customer service teams remain under pressure, torn between the risk of financial loss and the need for humanized service.
