Johan Fantenberg, Product and Solution Director, Ping Identity, talks trust, threats and the role of the digital I. D. n a world where commerce,

Today’ s users are overwhelmed by passwords, frustrated by clunky authentication processes and often deterred from engaging with digital platforms due to complex sign-up procedures.

On the other side of the equation, businesses are facing a sophisticated threat landscape powered by AI, along with regulatory pressures and outdated identity management systems that are ill-equipped to keep pace with Digital Transformation.

This erosion of digital trust isn’ t just a security issue – it’ s a barrier to innovation, efficiency and growth. As companies race to compete in a crowded marketplace, those that succeed will not only offer superior products or lower prices, but will lead by delivering secure, seamless digital experiences across every interaction.

Identity is the new business imperative

The foundation of digital trust is identity. It is no longer sufficient to treat identity management as a backend IT concern. Enterprises must now embed identity solutions into every digital touchpoint, ensuring that user interactions – whether by customers, employees, or partners – are both frictionless and secure.

Modern enterprises must shift from fragmented, legacy systems to a unified identity platform. This evolution allows organisations to scale securely, eliminate redundancies and deliver the streamlined experiences users now expect.

Fighting fraud in an AI-powered age

The rise of AI-generated deepfakes and synthetic identity fraud has elevated the urgency for real-time threat detection. Fraudsters now exploit security weaknesses at scale, often impersonating users with alarming accuracy.

Traditional defences, such as static passwords or inflexible multi-factor authentication, are no longer adequate.

Instead, adaptive security measures – capable of analysing contextual cues and behaviour patterns – are emerging as essential tools in the fight against fraud. By leveraging these technologies, businesses can instantly detect and shut down malicious activity without burdening legitimate users with extra steps.

The customer experience edge

Digital identity is also a driver of customer experience. In today’ s hyper-competitive digital landscape, the sign-up process can make or break a brand relationship. Clunky login screens or repeated verification prompts are quick ways to lose a customer.

Customer Identity and Access Management( CIAM) platforms offer a way forward. By unifying identity across channels and enabling password-less authentication, CIAM supports seamless, secure interactions that not only attract new users but also boost customer retention and loyalty.

Johan Fantenberg, Product and Solution Director, Ping Identity

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