Entrust Introduces AI Facial Biometrics for Enhanced Fraud Prevention

January 17, 2025

With cyber threats evolving at an alarming rate, businesses are increasingly seeking robust solutions to safeguard their interests, and in this context, Entrust’s latest innovation in AI-powered facial biometrics presents a promising development in the realm of security. As fraud becomes progressively sophisticated, traditional security measures, often reliant on passwords and token-based authentications, are proving inadequate. The new feature brings AI-driven biometric authentication to the forefront, enhancing identity verification and fraud prevention mechanisms within Entrust’s Identity-as-a-Service (IDaaS) platform.

Addressing Advanced Digital Threats

Rise of Deepfakes and Synthetic Identities

Among the most pressing security challenges today is the emergence of advanced digital threats like deepfakes, synthetic identities, and AI-driven phishing attacks, which have significantly raised the stakes for businesses. According to the 2025 Identity Fraud Report, there has been an alarming 244% increase in digital forgeries, with such forgeries now accounting for 57% of document fraud cases. Deepfakes, in particular, were responsible for 40% of video biometric fraud attempts, with fraudulent occurrences becoming increasingly frequent and sophisticated.

Not only do these advanced threats pose significant risks to personal and corporate data, but they also undermine public trust in digital systems. Traditional security measures like passwords, PINs, and even basic biometric systems are struggling to keep pace with these evolving threats. To counter these challenges, Entrust’s IDaaS platform now incorporates AI-powered facial biometrics, providing a robust, more secure authentication method. By leveraging AI to analyze biometric data, businesses can significantly reduce the risk of falling prey to these advanced digital threats, thereby ensuring a higher level of security and trust.

Entrust’s Innovation in AI Biometrics

To tackle these sophisticated threats head-on, Entrust has integrated AI-driven biometrics, phishing-resistant passwordless multi-factor authentication (MFA), and adaptive risk-based authentication (RBA) into its IDaaS platform. One notable feature is the storage of biometric data directly on users’ mobile devices rather than in the cloud, which addresses compliance concerns regarding data protection. This enhances security for high-value transactions and privileged actions by using facial biometrics for step-up authentication without compromising user experience.

The system functions by capturing an encrypted biometric identifier during user onboarding, which is then securely stored either on the user’s device or in a business database. In scenarios involving high-risk situations such as account recovery or large financial transactions, users are required to recapture their biometric data for comparison against the original. This ensures a robust fraud prevention measure, as physical biometrics are more challenging to replicate or steal compared to traditional credentials like passwords or tokens.

Benefits and Industry Recognition

Strengthening Security and User Experience

The upgraded IDaaS platform offers numerous benefits to businesses, primarily in the realm of enhanced fraud prevention. The AI-driven facial biometric authentication is particularly effective against advanced threats like deepfakes and synthetic identities, drastically reducing the vulnerabilities associated with password-based systems. Phishing-resistant authentication further fortifies the security apparatus, effectively addressing a major concern for both users and businesses alike.

Additionally, the approach minimizes risks associated with cloud storage by improving data privacy, as biometric data remains on users’ devices. This not only ensures compliance with stringent data protection regulations but also alleviates users’ anxiety about the potential misuse of their sensitive information. The integration of these advanced technologies streamlines the user experience, enabling fast and intuitive authentication methods that do away with the cumbersome processes associated with passwords or tokens.

Growing Industry Credibility

Entrust’s advancements have garnered commendable industry-wide recognition, confirming the value and effectiveness of their solutions. Highlighting this, Entrust has secured a prominent position as a Leader in the 2024 Gartner Magic Quadrant for Identity Verification and a Challenger in the 2024 Gartner Magic Quadrant for Access Management. These accolades are a testament to Entrust’s unyielding commitment to innovation and excellence in the field of digital security.

Additionally, Entrust has been named an Innovation Leader in Frost & Sullivan’s 2024 Frost Radar™ for Customer Identity and Access Management. These industry recognitions not only validate Entrust’s innovative approach but also reinforce the trust and confidence that businesses can place in Entrust’s next-generation security solutions. By continuously pushing the boundaries of security technology, Entrust is leading the charge in creating a safer digital environment for enterprises worldwide.

Looking Ahead

Call to Action for Businesses

With the rapid evolution of cyber threats, businesses are in dire need of strong security solutions to protect their interests. In this scenario, Entrust’s latest advancement in AI-powered facial biometrics offers a promising leap in security technology. As fraudulent activities become increasingly sophisticated, traditional security methods— which often depend on passwords and token-based authentications—are no longer sufficient. Entrust’s new feature leverages AI-driven biometric authentication, positioning it at the cutting edge of identity verification and fraud prevention. Integrated into Entrust’s Identity-as-a-Service (IDaaS) platform, this innovation enhances the mechanisms that validate identities and thwart fraudulent actions. The adoption of AI in facial biometrics marks a significant shift, providing businesses with advanced tools to ensure the safety and integrity of their digital environments. This move not only strengthens security protocols but also sets a new standard for safeguarding sensitive information in an era where cyber threats are continuously advancing.

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