Fraud is evolving faster than ever, as AI shopping tools can automate credential stuffing, phishing, and mass order execution at scale. Distinguishing between legitimate AI-assisted consumers and malicious activity is also becoming more difficult as traditional identity signals vanish.
Retailers can take steps today to prepare: credential the AI itself, demand transparency from platforms on device and behavioral data, leverage shared intelligence across networks, and actively participate in standard-setting protocols that define liability and secure transactions.
Amazon’s Rufus shows what is possible today, and the broader AI shopping revolution is only beginning.
Retailers who prepare for these three trajectories, controlling AI within their own platforms, collaborating with trusted tools, or safeguarding against a decentralized future, will gain efficiency and conversion while minimizing exposure to disputes and fraud. Those who wait risk being left behind or exposed to fraud that moves faster than any human can respond.
