#FactCheck - AI-Generated Video Falsely Shared as ‘Multi-Hooded Snake’ Sighting in Vrindavan

A report by MarketsandMarkets in 2024 showed that the global AI market size is estimated to grow from USD 214.6 billion in 2024 to USD 1,339.1 billion in 2030, at a CAGR of 35.7%. AI has become an enabler of productivity and innovation. A Forbes Advisor survey conducted in 2023 reported that 56% of businesses use AI to optimise their operations and drive efficiency. Further, 51% use AI for cybersecurity and fraud management, 47% employ AI-powered digital assistants to enhance productivity and 46% use AI to manage customer relationships.

AI has revolutionised business functions. According to a Forbes survey, 40% of businesses rely on AI for inventory management, 35% harness AI for content production and optimisation and 33% deploy AI-driven product recommendation systems for enhanced customer engagement.  This blog addresses the opportunities and challenges posed by integrating AI into operational efficiency.

Artificial Intelligence and its resultant Operational Efficiency

AI has exemplary optimisation or efficiency capabilities and is widely used to do repetitive tasks. These tasks include payroll processing, data entry, inventory management, patient registration, invoicing, claims processing, and others. AI use has been incorporated into such tasks as it can uncover complex patterns using NLP, machine learning, and deep learning beyond human capabilities. It has also shown promise in improving the decision-making process for businesses in time-critical, high-pressure situations. 

AI-driven efficiency is visible in industries such as the manufacturing industry for predictive maintenance, in the healthcare industry for streamlining diagnostics and in logistics for route optimisation. Some of the most common real-world examples of AI increasing operational efficiency are self-driving cars (Tesla), facial recognition (Apple Face ID), language translation (Google Translate), and medical diagnosis (IBM Watson Health)

Harnessing AI has advantages as it helps optimise the supply chain, extend product life cycles, and ultimately conserve resources and cut operational costs. 

Policy Implications for AI Deployment 

Some of the policy implications for development for AI deployment are as follows:

1. Develop clear and adaptable regulatory frameworks for the ongoing and future developments in AI. The frameworks need to ensure that innovation is not hindered while managing the potential risks. 
2. As AI systems rely on high-quality data that is accessible and interoperable to function effectively and without proper data governance, these systems may produce results that are biased, inaccurate and unreliable. Therefore, it is necessary to ensure data privacy as it is essential to maintain trust and prevent harm to individuals and organisations.
3. Policy developers need to focus on creating policies that upskill the workforce which complements AI development and therefore job displacement. 
4. To ensure cross-border applicability and efficiency of standardising AI policies, the policy-makers need to ensure that international cooperation is achieved when developing the policies.

Addressing Challenges and Risks 

Some of the main challenges that emerge with the development of AI are algorithmic bias, cybersecurity threats and the dependence on exclusive AI solutions or where the company retains exclusive control over the source codes. Some policy approaches that can be taken to mitigate these challenges are:

1. Having a robust accountability mechanism. 
2. Establishing identity and access management policies that have technical controls like authentication and authorisation mechanisms. 
3. Ensure that the learning data that AI systems use follows ethical considerations such as data privacy, fairness in decision-making, transparency, and the interpretability of AI models.

Conclusion 

AI can contribute and provide opportunities to drive operational efficiency in businesses. It can be an optimiser for productivity and costs and foster innovation for different industries. But this power of AI comes with its own considerations and therefore, it must be balanced with proactive policies that address the challenges that emerge such as the need for data governance, algorithmic bias and risks associated with cybersecurity. A solution to overcome these challenges is establishing an adaptable regulatory framework, fostering workforce upskilling and promoting international collaborations. As businesses integrate AI into core functions, it becomes necessary to leverage its potential while safeguarding fairness, transparency, and trust. AI is not just an efficiency tool, it has become a stimulant for organisations operating in a rapidly evolving digital world.

References

• https://indianexpress.com/article/technology/artificial-intelligence/ai-indian-businesses-long-term-gain-operational-efficiency-9717072/ 
• https://www.marketsandmarkets.com/Market-Reports/artificial-intelligence-market-74851580.html
• https://www.forbes.com/councils/forbestechcouncil/2024/08/06/smart-automation-ais-impact-on-operational-efficiency/ 
• https://www.processexcellencenetwork.com/ai/articles/ai-operational-excellence 
• https://www.leewayhertz.com/ai-for-operational-efficiency/ 
• https://www.forbes.com/councils/forbestechcouncil/2024/11/04/bringing-ai-to-the-enterprise-challenges-and-considerations/  

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Introduction

In July 2025, the Digital Trust & Safety Partnership (DTSP) achieved a significant milestone with the formal acceptance of its Safe Framework Specification as an international standard, ISO/IEC 25389. This is the first globally recognised standard that is exclusively concerned with guaranteeing a secure online experience for the general public's use of digital goods and services.

Significance of the New Framework

Fundamentally, ISO/IEC 25389 provides organisations with an organised framework for recognising, controlling, and reducing risks associated with conduct or content. This standard, which was created under the direction of ISO/IEC's Joint Technical Committee 1 (JTC 1), integrates the best practices of DTSP and offers a precise way to evaluate organisational maturity in terms of safety and trust.  Crucially, it offers the first unified international benchmark, allowing organisations globally to coordinate on common safety pledges and regularly assess progress.

Other Noteworthy Standards and Frameworks

While ISO/IEC 25389 is pioneering, it’s not the only framework shaping digital trust and safety:

• One of the main outcomes of the United Nations’ 2024 Summit for the Future was the UN's Global Digital Compact, which describes cross-border cooperation on secure and reliable digital environments with an emphasis on countering harmful content, upholding online human rights, and creating accountability standards. 
• The World Economic Forum’s Digital Trust Framework defines the goals and values, such as cybersecurity, privacy, transparency, redressability, auditability, fairness, interoperability and safety, implicit to the concept of digital trust. It also provides a roadmap to digital trustworthiness that imbibes these dimensions. 
• The Framework for Integrity, Security and Trust (FIST) launched at the Cybereace Summit 2023 at USI of India in New Delhi, calls for a multistakeholder approach to co-create solutions and best practices for digital trust and safety.
• While still in the finalisation stage for implementation rollout, India's Digital Personal Data Protection Act, 2023 (DPDP Act) and its Rules (2025) aim to strike a balance between individual rights and data processing needs by establishing a groundwork for data security and privacy.
• India is developing frameworks in cutting-edge technologies like artificial intelligence. Using a hub-and-spoke model under the IndiaAI Mission, the AI Safety Institute was established in early 2025 with the goal of creating standards for trustworthy, moral, and safe AI systems. Furthermore, AI standards with an emphasis on safety and dependability are being drafted by the Bureau of Indian Standards (BIS). 
• Google's DigiKavach program (2023) and Google Safety Engineering Centre (GSEC) in Hyderabad are concrete efforts to support digital safety and fraud prevention in India's tech sector.

What It Means for India

India is already claiming its place in discussions about safety and trust around the world. Google's June 2025 safety charter for India, for example, highlights how India's distinct digital scale, diversity, and vast threat landscape provide insights that inform global cybersecurity strategies. 

For India's digital ecosystem, ISO/IEC 25389 comes at a critical juncture. Global best practices in safety and trust are desperately needed as a result of the rapid adoption of digital technologies, including the growth of digital payments, e-governance, and artificial intelligence and a concomitant rise in instances of digital harms. Through its guidelines, ISO/IEC 25389 provides a reference benchmark that Indian startups, government agencies, and tech companies can use to improve their safety standards.

Conclusion 

A global trust-and-safety standard like ISO/IEC 25389 is essential for making technology safer for people, even as we discuss the broader adoption of security and safety-by-design principles integrated into the processes of technological product development. India can improve user protection, build its reputation globally, and solidify its position as a key player in the creation of a safer, more resilient digital future by implementing this framework in tandem with its growing domestic regulatory framework (such as the DPDP Act and AI Safety policies).

References 

• https://dtspartnership.org/the-safe-framework-specification/
• https://dtspartnership.org/press-releases/dtsps-safe-framework-published-as-an-international-standard/?
• https://www.weforum.org/stories/2024/04/united-nations-global-digital-compact-trust-security/?
• https://economictimes.indiatimes.com/tech/technology/google-releases-safety-charter-for-india-senior-exec-details-top-cyber-threat-actors-in-the-country/articleshow/121903651.cms? 
• https://initiatives.weforum.org/digital-trust/framework 
• https://government.economictimes.indiatimes.com/news/secure-india/the-launch-of-fist-framework-for-integrity-security-and-trust/103302090 

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Executive Summary

A misleading  advertisement circulating in social media providing attractive offers like iPhone15, AirPods and Smartwatches from the Indian e-commerce platform ‘Myntra’. This “Myntra - Festival Gifts” scam aims to attract the unsuspecting users into a series of redirects and fake interactions to compromise their personal information and devices. It is important to stay vigilant to protect ourselves from misleading attractive offers. Through this report, the Research Wing of CyberPeace explains about a series of processes that happens when the link gets clicked. Through this knowledge, we aim to provide awareness and empower the users to guard themselves and not fall into deceptive offers that aim to scam them.   

False Claim

The widely shared WhatsApp message claims that Myntra  is offering a wide range of high-valued prizes including the latest iPhone 15, AirPods, various smartwatches among all as a Festival Gift promotion. The campaign invites the users to click on the link provided and take a short quiz to be eligible for the prize.

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The Deceptive Scheme

• The link in the social media post is tailored to work only on mobile devices, users are taken through a chain of redirects.
• Users are greeted with the Myntra's "Big Fashion Festival" branding accompanied by Myntra’s logo once they reach the landing page, which gives an impression of authenticity.
• Next, a simple quiz asks basic questions about the user's shopping experience with Myntra, their age, and gender.
• On the bottom of the quiz, there is a comment section that shows the comments from users who are supposedly provided with the prizes to look real,  
• After the completion of the quiz, users are presented with a Spin-to-Win mechanism, to win the prize. 
• After winning, a congratulatory message is displayed which says that the user has won an iPhone 15.
• The final step requires the user to share the campaign over WhatsApp in order to claim the prize.

 Analyzing the Fraudulent Campaign 

• The use of Myntra's branding and the promise of exclusive, high-value prizes are designed to attract  users' interest.
• The fake comments and social proof elements aim to create a false sense of legitimacy and widespread participation, making the offer seem more credible.
• The series of redirects, quizzes, and Spin-to-Win mechanics are tactics to keep users engaged and increase the likelihood of them falling for the scam.
• The final step of sharing the post on WhatsApp is a way for the scammers to further spread the campaign and compromise more victims. Through sharing the link over WhatsApp, users become unaware accomplices that are simply assisting the scammers to reach an even bigger audience and hence their popularity.

• The primary objectives of such scams are to gather users' personal information and potentially gain access to their devices. By luring users with the promise of exclusive gifts and creating a false sense of legitimacy, the scammers aim to exploit user trust and compromise their data, leading to potential identity theft, financial fraud, or the installation of potentially unwanted softwares.
• We have also cross-checked and as of now there is no well established and credible source or any official notification that has confirmed such an offer advertised by Myntra.
• Domain Analysis: If we closely look at the viral message, it is clearly visible that the scammers mentioned myntra.com in the url. However, the actual url takes the user to a different domain as the campaign is hosted on a third party domain instead of the official Website of Myntra, this raised suspicion. This is the common way to deceive users into falling for a Phishing scam. Whois information reveals that the domain has been registered not long ago i.e on 8th April 2024, just a few days back. Cybercriminals used Cloudflare technology to mask the actual IP address of the fraudulent website.

• Domain Name: MYTNRA.CYOU
• Registry Domain ID: D445770144-CNIC
• Registrar WHOIS Server: whois.hkdns.hk
• Registrar URL: http://www.hkdns.hk
• Updated Date: 2024-04-08T03:27:58.0Z
• Creation Date: 2024-04-08T02:58:14.0Z
• Registry Expiry Date: 2025-04-08T23:59:59.0Z
• Registrar: West263 International Limited
• Registrant State/Province: Delhi
• Registrant Country: IN
• Name Server: NORMAN.NS.CLOUDFLARE.COM
• Name Server: PAM.NS.CLOUDFLARE.COM

‍CyberPeace Advisory and Best Practices‍

• Do not open those messages received from social platforms in which you think that such messages are suspicious or unsolicited. In the beginning, your own discretion can become your best weapon.
• Falling prey to such scams could compromise your entire system, potentially granting unauthorized access to your microphone, camera, text messages, contacts, pictures, videos, banking applications, and more. Keep your cyber world safe against any attacks.
• Never, in any case, reveal such sensitive data as your login credentials and banking details to entities you haven't validated as reliable ones.
• Before sharing any content or clicking on links within messages, always verify the legitimacy of the source. Protect not only yourself but also those in your digital circle.
• For the sake of the truthfulness of offers and messages, find the official sources and companies directly. Verify the authenticity of alluring offers before taking any action.

Conclusion:

The “Myntra - Festival Gift” scam is a kind of manipulation in which the fraudsters exploit the trust of the users and take advantage of a popular e-commerce website. It is equally crucial to equip the users by imparting them knowledge on fraudulent behavior tactics like impersonating brands, creating fake social proof and application of different engagement strategies. We are required to remain alert and stand firm against cyber attacks. Be careful, make sure that information is verified and share awareness to help make a safe online environment for all users.

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