The Changing Face of Identity Verification

image of male with facial hair in four different screens. Showing process of deepfaking.

As businesses continue to expand their online offerings — and fraudsters become more and more sophisticated — it’s essential to be able to quickly and accurately establish the real-world identity of each person.

According to the 2023 Gartner® Market Guide for Identity Verification, “The purpose of identity verification is to establish confidence in the identity of a user during a digital interaction. As a result, across all geographies and industries, the use cases in which identity verification is required in the market today have become broad in scope. This is accelerating as the pace and reach of digital transformation continue to expand the scope of digital interactions for both customers and workforce.”

But the rapid evolution of generative AI and deepfake technology is causing alarm bells to sound across the industry. Many businesses are expressing concern about the effectiveness of identity verification solutions in the face of these advancing fraud mechanisms.

At Jumio, we are constantly evolving our technology to stay ahead of fraudsters. We integrate state-of-the-art liveness detection to ensure the person is physically present and not a deepfake. And our advanced fraud analytics harness powerful AI and machine learning to accurately assess the risk of each transaction.

As the Gartner Market Guide states, “Security and risk management leaders must make deepfake detection a key requirement, and should be suspicious of any vendor that is not proactively discussing its capabilities in this respect.” We couldn’t agree more.

The Gartner Market Guide names Jumio as a Representative Vendor. To read the full report, click here.

Gartner, Market Guide for Identity Verification, Akif Khan, 9 September 2023.

Note: The report title was changed from Market Guide for Identity Proofing and Corroboration to Market Guide for Identity Proofing and Affirmation in 2020 and changed to Market Guide for Identity Verification in 2023

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, express or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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