Cyabra Launches Deepfake Detection

Revealing the Bots Behind Target’s $12B DEI Backlash

When Target announced plans to roll back its DEI (Diversity, Equity, and Inclusion) initiatives, the backlash was swift. Hashtags like #BoycottTarget and #CancelTarget spread like wildfire, stock prices dropped, and online outrage intensified. But the viral boycott wasn’t driven only by consumer anger; it was strategically amplified by fake profiles.

Cyabra conducted an extensive investigation into the Target backlash between January and June, revealing that more than a quarter of the conversation was inauthentic. Fake accounts played a central role in shaping the narrative, fueling outrage, and driving mobilization

A Backlash Engineered by Bots

Following Target’s announcement of its DEI rollback, Cyabra tracked related discussions across social media platforms, and found that the anti-DEI backlash didn’t spread organically: Inauthentic accounts began posting in sync the day after Target’s announcement, causing a 764% surge in negative sentiment.

In the picture: A bot posing as a Black Target customer encourages the boycott with the hashtag #BoycottTarget.

Many of these fake profiles posed as disillusioned black consumers, claiming Target’s decision was a betrayal and calling for economic retaliation. Posts urged a 40-day “Target Fast,” framed as a show of collective power, an effort that mirrored structured campaigns, not spontaneous consumer outrage. This movement was not a single incident: it came following a huge list of boycotts across the past six months, following the Economic Blackout boycotts.

In the picture: An ad for the “Economic Blackout Tour” that started in February, and is still going strong up to this day.

Criticism from Both Sides

While many of the fake profiles called for a boycott, another cluster of bots presenting as “conservatives” reframed the backlash as “too little, too late,” claiming Target had already alienated them with “woke” policies. This dual amplification strategy deepened the polarization, gained more traction, and undermined Target’s credibility with all audiences.

In the picture: A tweet from a fake account supporting the Target boycott, citing the company’s support of trans rights. 

Even months later, fake profiles remained active. Cyabra’s follow-up analysis from late May to early June found that 39% of profiles still discussing Target were fake, with bots continuing to drive calls for boycotts, protest weeks, and economic retaliation.

In the picture: A bot encouraging a continued boycott of Target into June. 

When Fake Voices Dominate the Narrative

The role of fake profiles in shaping public discourse and driving the backlash around Target was undeniable. Inauthentic accounts consistently amplified outrage, flooded hashtags, and sustained the narrative weeks after the initial news cycle. By sheer volume, repetition, and emotional messaging, these fake profiles blurred the line between grassroots discontent and algorithmic manipulation.

This isn’t an isolated case. As online discourse becomes increasingly susceptible to manipulation, brands must be able to tell the difference between real feedback and fake amplification. Because when public perception is hijacked by fake profiles, reputations and revenues can suffer real-world consequences.

For brands navigating polarized environments, it’s no longer enough to monitor conversation volume or sentiment alone. It’s about knowing:

  • Who is really driving the conversation, and whether they’re human.
  • Which narratives are gaining traction organically, and which are being pushed artificially.
  • The exact moment a backlash begins to build – so it can be addressed and handled before it explodes.

To learn how Cyabra helps companies uncover the origins of online attacks, identify fake profiles, and protect brand reputation in real time, contact us.

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