Ai Video: Balancing CX and fraud prevention with dynamic friction

6th January, 2020

It is imperative for travel merchants to focus on dynamic friction, a fraud prevention approach which focuses on behavioral and situational attributes to apply right friction to the right person at the right time, writes Ai's Ritesh Gupta

For any entity that is looking at balancing customer experience and fraud prevention, doing away with legacy fraud-fighting solutions is must as it tends to apply friction in a blanket, indiscriminate way to all users, customers and fraudsters alike. With dynamic friction, risk level is assessed in real-time so that merchants can offer safe, convenient, and customized user journeys that only become more accurate and appropriate over time.

Sift Trust and Safety Architect, Kevin Lee, shared that while 99% of users on a website are legitimate, there still needs to be protection from the ~1% of users that are attempting abuse.

Keen on exploring fraud prevention and payment-related issues? Check-out Ai’s conferences scheduled for 2020:

https://lnkd.in/fE7UK_T

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