AU10TIX Battles Deepfakes with AI at Pay360
In an exclusive interview with FinTech Magazine at Pay360, Amir Alfandary, VP of Product at AU10TIX, shared insights on how the identity verification specialist is adapting to counter increasingly sophisticated fraud attempts whilst maintaining frictionless user experiences.
The Friction-Security Balancing Act
The fundamental challenge facing identity verification today stems from opposing forces: consumer expectations for seamless experiences versus the rising threat of sophisticated fraud.
"As consumers, we're looking for the most frictionless experience possible, and that force is rising. But on the other hand, the deepfake and fraud threat is rising as well, creating a basic conflict between these two forces," explains Amir.
AU10TIX's approach begins with frictionless verification methods but escalates based on risk assessment. "We start with those frictionless experiences and, based on the risk, fall back to more friction layers of defence to prevent fraudāall whilst keeping our customers compliant with KYC and KYB regulations," Amir notes.
"What's unique about our industry is that we are fighting using AI to fight AI"
Fighting AI with AI
The company has embraced artificial intelligence across its verification ecosystem, leveraging it to power increasingly sophisticated defensive capabilities.
"AI is basically the fuel across the whole lifecycle of identity verification," says Amir. "Starting from analysing documents and looking for forgeries, we're now adopting many modern LLM and generative AI capabilities to make our systems more robust."
These AI-powered tools extend to analysing selfies for liveness detection and identifying sophisticated forgeriesācapabilities that have become essential as fraudsters deploy more advanced techniques.
"What's unique about our industry is that we are fighting using AI to fight AI," Amir emphasises. "This is something very unique because the threat is coming from AI-powered engines, requiring equally sophisticated defensive measures."
"As verification technology becomes more powerful, maintaining this balance between innovation and compliance becomes increasingly critical"
Balancing Compliance with Innovation
While innovation moves quickly in the verification space, regulation and compliance requirements remain fundamental considerations. AU10TIX has integrated compliance capabilities directly into its product offerings.
"Our customers expect us not only to provide identity verification but also the know-how and best practices to meet compliance requirements—mainly KYC, KYB, and AML," Amir explains. "These capabilities are baked into our products and services."
The company must also navigate its own compliance obligations whilst developing cutting-edge verification techniques. "On top of that, we ensure that we maintain compliance with the main regulations, whether GDPR or CCPA," says Amir.
"As verification technology becomes more powerful, maintaining this balance between innovation and compliance becomes increasingly critical to building trust in digital identity systems."
Exploring AU10TIX
AU10TIX is a global leader in automated identity intelligence and verification technology. Founded in 2002 and headquartered in Israel with offices across the globe, the company provides critical infrastructure for customer onboarding and ongoing authentication needs.
Its proprietary technology enables businesses to authenticate customers in seconds through advanced document verification, biometric recognition, and identity validation across both physical and digital channels.
Serving major clients in financial services, transportation, travel, gaming and telecommunications, AU10TIX processes millions of identity verifications monthly.
The company's solutions have become particularly vital as organisations worldwide accelerate digital transformation initiatives while combating increasingly sophisticated identity fraud attempts.
AU10TIX's technology combines forensic-level document authentication with advanced biometric verification and synthetic fraud detection capabilities, all delivered through API-based integration that allows for rapid implementation.
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