Forter, a leading Trust Platform for digital commerce, has introduced a new suite of capabilities aimed at helping ecommerce businesses confidently manage AI agents throughout the entire customer journey, from product discovery to payment. This launch marks the first phase in Forter’s broader initiative to support merchants as AI-driven interactions increasingly shape online shopping experiences. Industry research, including projections from Gartner, anticipates that AI agents will account for about 20% of digital commerce traffic in the next five years, underscoring the urgent need for merchants to adapt and capitalize on this shift.
Following the release of ChatGPT Agent, Forter witnessed a staggering 18,510% increase in agentic traffic across its platform, illustrating how bots, virtual assistants, and autonomous agents are dramatically transforming merchant-consumer interactions. This evolving landscape presents new challenges, as traditional methods for digital engagement, identity management, and fraud prevention are ill-equipped to address the complexities introduced by AI agents. These legacy systems risk creating friction for consumers and exposing brands to heightened fraud risks.
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As AI agents become fundamental to everyday consumer-brand interactions, resembling the adoption patterns of ecommerce and mobile commerce, merchants face increasing pressure to revamp their customer experience and technology ecosystems. This transformation is not only necessary to serve the dual demands of human shoppers and AI agents but also to prepare for sophisticated fraud attempts that are emerging alongside these advances.
Forter’s network, which spans hundreds of major retail and commerce brands, has noted a 50% rise in fraudulent activities using scripted and automated techniques that rapidly alter identities and manipulate imagery. Synthetic identities fabricated by compiling multiple data points with AI to mimic genuine consumers or agents pose another escalating threat. Forter’s new tools aim to simplify the integration of cutting-edge technology for both merchants and shoppers, promoting safer, more seamless AI agent interactions.
According to Cyndy Lobb, Forter’s Chief Product Officer, agentic AI offers huge growth potential for merchants, but controlling fraud and risk in this new environment is essential to unlocking it. Forter’s commitment is to empower merchants and commerce organizations with the confidence to experiment with and scale AI agent participation safely.
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Among the new features are enhanced AI agent detection models capable of differentiating between various types of AI agents and improved identification of AI-assisted browsing activities involving chatbots and other helper tools. Forter also launched an Agentic Dashboard to visualize AI-driven activity on merchant sites and provides anonymized, network-wide insights into agentic behaviors, helping businesses stay informed about emerging industry trends.
Looking ahead, Forter plans to roll out further innovations including tools for automating policy enforcement across multiple agents, agentic tokenization to facilitate development of commerce-focused AI workflows, and integrations with AI commerce and payment infrastructure providers. These advancements build on Forter’s decade-long expertise in combining AI with fraud and payment solutions.
Michael Reitblat, Forter’s CEO, highlighted the company’s pioneering role in AI and fraud prevention, noting their history of innovations like applying neural networks for real-time fraud decisions and developing bot identification technologies now used by leading brands. Jenna Flateman Posner, CEO of Chief Digital Agency and Forter advisor, praised the company’s forward-thinking approach, emphasizing the critical need for tools that can discern between malicious and legitimate AI-driven transactions without eroding consumer trust.
In essence, Forter’s latest launch equips ecommerce merchants with vital technologies to navigate the rapidly evolving agentic commerce ecosystem securely and confidently, positioning them to harness the vast opportunities AI agents offer while managing associated risks effectively.
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