Sam’s Club issued a statement on the same day, directly pointing out the malicious attacks and fake marketing content that have appeared frequently on various social platforms recently. According to the statement, the number of related posts has reached thousands, and the tactics are highly similar: some accounts use AI to generate content, splice materials, and even fabricate interviews. They present products such as hair care products, health supplements, and food—which have never been sold at Sam’s Club—as “products removed from Sam’s Club,” using phrases like “regret after the mistake” and “exclusive for members” to induce clicks and generate revenue.
The profit logic of this strategy is very clear—Sam’s products carry the “middle-class trust” label. Once they are labeled as “removed from shelves,” which implies scarcity, it easily hits the psychology of consumers who fear missing out on something valuable. The ability of AI to produce content in bulk allows these accounts to spread content at low cost and with high frequency, pretending that the fabricated content is “internal information” and spreading it everywhere.
Legal evidence has been fixed, and reports have been made to the platform and regulators
In his statement, Sam said that the corporate law team has collected evidence for the relevant false content, and has filed complaints with the relevant platforms and regulatory authorities. Further legal actions will be taken to protect his rights. At the same time, Sam reminded consumers to verify such false information on their own, and expressed welcome for feedback and supervision from members and various sectors of society.
Currently, the costs of AI voice replacement and fake images have dropped to a level that can be easily achieved. Public figures and well-known brands have become the easiest targets for such "shell-shifting". For Sam, allowing these fake "sell-off lists" to spread not only dilutes brand reputation, but may also lead unaware members into third-party traps. From platform reports to regulatory intervention and legal action, the signals sent by this combination of measures are clear: when AI makes spreading rumors faster than debunking them, retailers must take action themselves and cut off the traffic business related to "fake sell-offs".