AI is rapidly transforming retail, reshaping how companies operate, personalize experiences, and fight fraud. Its use now extends far beyond chatbots, with consumers also relying on AI assistants for shopping decisions. This shift raises the stakes for securing AI-driven interactions. As AI platforms enable customers to buy products directly from AI recommendations without visiting retailer sites, Okta experts note that retailers must ensure strong identity protections to maintain trust, protect transactions, and stay connected to customers in an increasingly AI‑mediated marketplace.

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