Forter Introduces Identity Monitoring for the New Era of Agentic Commerce

Forter Launches New Identity Monitoring for Agentic Commerce

On August 5, 2025, Forter, known as the Trust Platform for digital commerce, revealed a groundbreaking series of new capabilities focused on enhancing security in the rapidly evolving realm of agentic commerce. This new identity monitoring feature enables e-commerce businesses to navigate a shifting landscape of consumer interactions dominated by AI agents.

Recent studies, including those by Gartner, indicate that AI agents are projected to account for 20% of digital commerce traffic in the next five years. In light of this, Forter's latest innovations aim to empower merchants to instill greater confidence in their interactions with these AI entities, starting from initial discovery through to payment processes.

The announcement arrives on the heels of significant changes in e-commerce dynamics following the rise of AI tools like ChatGPT Agent. Shortly after its launch, Forter experienced an astonishing 18,510% increase in agentic traffic across its network. This spike highlights a monumental shift in the ways bots, assistants, and autonomous agents engage with merchants, bringing with it complex new challenges.

As AI technologies increasingly become integral to consumer interactions with brands, there's an urgent need for retailers to adapt their customer experiences and tech infrastructures. They must cater to not only human consumers but also AI agents and potential fraud risks—an evolving complexity that traditional methods may not address adequately. Forter’s network of enterprise partners noted a staggering 50% uptick in fraud being conducted through scripted and automated tactics that rapidly alter identities and manipulate imagery. A particularly concerning trend is that of synthetic identity fraud, where AI is used to compile various data points, creating false identities that appear genuine.

Cyndy Lobb, Forter's Chief Product Officer, voiced the sentiment of many in the industry, emphasizing, "The significant emergence of agentic AI represents an immense growth opportunity for merchants. Addressing fraud risks in this new AI-centric era is crucial to unlocking that potential." Forter's commitment is to furnish merchants and e-commerce organizations with the necessary tools to experiment with AI agents while maintaining secure environments.

The new features brought forth by Forter include:
1. Enhanced AI Agent Detection: Advanced models that differentiate between various AI agents.
2. AI-Driven Browsing Identification: Improved detection capabilities for AI-assisted shopping and browsing activities.
3. Agentic Dashboard: A comprehensive visualization tool within the Forter Portal, showcasing all detected agentic activities on a merchant's website.
4. Public Network Insights: The publication of anonymized agent behavior insights across Forter’s global network, providing merchants with valuable intelligence on emerging trends.

Future enhancements are also in the pipeline, including the integration of multiple agents aimed at automating policies and deciphering trends among consumers. Additionally, agentic tokenization will streamline the development of AI-centered commerce workflows for developers.

Michael Reitblat, CEO of Forter, reflected on the company’s evolution over the past decade, stating, "Forter has been at the forefront of utilizing AI to unlock opportunities for our merchants. From pioneering real-time identity decisions to co-developing leading bot identification technologies, we have continuously adapted to the demands of the digital landscape."

As a testament to Forter’s innovations, Jenna Flateman Posner, CEO of Chief Digital Agency and a long-time client, highlighted the necessity for tools that distinguish genuine transactions from malicious actors. She asserted that Forter’s approach provides precisely what the industry needs to confidently embrace the future of AI-driven commerce.

With these robust capabilities now available, Forter is poised to shape the future of secure digital commerce. For more insights and updates, visit Forter’s blog.