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The new age
of fraud
Why identity intelligence is now critical for AI-powered customer experience.
By Zahava Dalin-Kaptzan
As retailers accelerate instant, AIdriven customer service, a new problem is emerging: refund fraud and policy abuse are scaling at the same speed as the automation of customer experience( CX) operations. The main challenge is no longer just trying to stop payment fraud at checkout- it’ s understanding who you’ re dealing with, in real time, across every customer touchpoint. For example, a customer contacting your support team to claim a missing delivery and request an instant refund may look genuine, but they may actually be linked to similar claims across a range of merchants.
Without identity context, merchants remain blind to these larger patterns of abuse.
Fraud has evolved and so must defenses
Online fraud today isn’ t a lone hacker in a basement. It’ s a fast-growing global industry with supply chains, vendors, subcontractors, customer support, performance metrics, and even reputation systems. If payment fraud were an industry, it would be one of the fastest growing in the world, with ecommerce fraud losses alone forecast by Juniper Research to rise from $ 56 billion in 2025 to $ 131 billion by 2030.
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