In a two-sided marketplace, every interaction depends on trust. Yet most platforms still treat identity as a single checkpoint during onboarding, which leaves critical gaps. Bad actors don’t stop at signup, and rigid, one-size-fits-all processes often frustrate genuine users while allowing fraudsters to slip through. In this session, we’ll explore how leading marketplaces are rethinking identity as a dynamic system that adapts throughout the entire user journey. We’ll discuss how product and trust & safety teams are approving more legitimate users instantly while stopping bad actors before they cause harm, reducing manual reviews and operational costs without compromising safety, identifying fraud patterns like chargeback abuse, fake listings, and collusive reviews earlier, and evolving trust flows quickly without waiting on long engineering roadmaps. If you’re responsible for risk, product, or operations in a marketplace, you’ll leave with practical strategies to design identity systems that proactively protect your community, your revenue, and your reputation.

Autonomous AI agents are moving from concept to reality, transforming how brands and marketplaces interact with customers. These agents can curate experiences, negotiate terms, make purchases, and even manage subscriptions — all without constant human oversight. While the potential for innovation, personalization, and operational efficiency is enormous, the risks are significant as well, including manipulated decision-making that skews outcomes in favor of bad actors, exploitation of platform policies through automated loophole-hunting, sophisticated fraud tactics powered by the same AI capabilities that enable growth, and brand or reputational damage from unsupervised actions taken “on behalf” of users or companies.

Generative AI has made it easier than ever to fake identities in the hiring process—through deepfaked interviews, synthetic resumes, and large-scale impersonation. Gartner predicts that by 2028, 25% of job applicants will be fake, with even higher rates expected in online marketplaces. In this session, we’ll explore the latest trends in AI-driven job scams, including real-world examples of fraud, the tools bad actors are using, and what’s at stake for employers. We’ll discuss proactive strategies you can take to verify identity at scale, mitigate evolving threats, and protect your hiring pipeline from becoming a vector for fraud.