3438: Forter on AI, Autonomous Commerce, and Digital Identity

I invited Michael Reitblat, CEO and founder of Forter, to unpack a reality many retailers are living with every day. Fraud is no longer a side issue. It shapes conversion rates, customer loyalty, and the bottom line. Michael argues that if you remove the fear of fraud, you unlock growth. That sounds bold, but his lens is practical. Replace guesswork with instant, consistent decisions and you improve both security and the checkout experience.

Here’s the thing. False declines feel like fraud in disguise. When good customers get blocked, they do not return. Michael explains how Forter uses real-time signals to say yes or no within the transaction, without adding friction. The promise is simple. If a buyer is genuine, let them through. If it is fraud, stop it and cover the chargeback. It is a clean model that puts accountability on the platform, not the merchant.

We also talk about what happens when AI agents start buying on our behalf. If software is placing orders, refunding items, or filing disputes, identity and intent become fluid. Michael walks through how trust platforms need to reason about behavior across accounts, devices, and sessions. The goal is confidence at the moment of purchase without slowing anyone down.

Michael shares how Forter’s scope has expanded from blocking bad actors to enabling smart, business-wide decisions about customers. That means recognizing loyal buyers even if they shop across regions and brands, and spotting synthetic identities that mimic human patterns. It also means measuring success by approvals and lifetime value, not only by stopped attacks.

Let me explain why this matters. Retailers are caught between two pains. Ease up and you invite chargebacks. Tighten controls and you lose revenue from good customers. Michael’s point is that trust should be a growth lever. If the system is confident, the checkout stays smooth on web and mobile. If the system is unsure, it can ask for the least painful extra step rather than send a blanket decline.

We close with practical guidance for leaders. Treat trust as a product. Give teams shared visibility into decisions. Align incentives so fraud, payments, product, and marketing are working from the same truth. Michael’s vision is a world where anyone can transact with ease because fraud has been priced out of the experience. That is a conversation worth having, and one retailers can act on today.