INDUSTRY UNLOCKED risks alienating these valuable customers and potentially damaging brand loyalty. inconsistencies invisible to both human reviewers and rule-based systems.
AI needs to be fought with AI
The solution isn’ t about regressing to manual processes or accepting compromised customer experiences.
Instead, forward-thinking retailers are deploying their own AI systems to mitigate tech-enabled fraud. By analysing entire customer journeys and spotting patterns rather than isolated transactions, advanced AI systems can identify suspicious patterns without creating unnecessary friction for legitimate customers. These sophisticated systems can detect subtle
The need to balance security with experience
The relationship between retailers and customers has always been based on trust and will continue to be. Today’ s Generative AI challenge requires finding the right balance between fraud prevention and customer experience.
Successful retailers will increasingly view fraud prevention not as a cost centre but as an essential part of customer experience – one that also requires sophisticated technological solutions to match equally sophisticated threats. x
Doriel Abrahams, Principal Technologist, Forter www. intelligentcxo. com
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