131: Agentic Commerce, Trust, and AI: Forter's Strategy for Fraud-Free Retail

Recorded live at Dreamforce, we have a conversation with Amy McNamara from Forter to unpack how agentic commerce and AI are transforming retail. As AI-powered agents begin transacting on behalf of consumers, the discussion centers on how this shift is redefining trust, fraud prevention, and customer experience. Amy shares how traditional rules-based systems fall short in this new landscape, where transactions are no longer tied to a single device or channel. Instead, Forter focuses on the identity behind each interaction, using a global identity graph to determine trustworthiness regardless of where or how a transaction occurs. This approach helps retailers reduce friction for legitimate customers while staying ahead of evolving fraud tactics. The conversation also explores the rise of new fraud vectors, including bot-driven abuse and account takeovers, alongside the growing need for visibility into agentic activity. Listeners will learn how leading brands can balance seamless experiences with strong security, and why trust is becoming the foundation of successful, AI-driven commerce. Show Highlights: Limitations of traditional rules based fraud prevention Identity driven approach to trust across channels and touchpoints Rise of new fraud vectors including bots and account takeovers Importance of visibility into agentic activity on retail sites Balancing seamless customer experiences with strong security Follow and Review: We'd love for you to follow us if you haven't yet. Click that purple '+' in the top right corner of your Apple Podcasts app. We'd love it even more if you could drop a review or 5-star rating over on Apple Podcasts. Simply select "Ratings and Reviews" and "Write a Review," then a quick line with your favorite part of the episode. It only takes a second, and it helps spread the word about the podcast. *** Episode Credits If you like this podcast and are thinking of creating your own, consider talking to my producer, Emerald City Productions. They helped me grow and produce the podcast you are listening to right now. Find out more at https://emeraldcitypro.com. Let them know I sent you.