With the rapid growth of e-commerce, Brazil is experiencing a significant increase in digital fraud, a phenomenon known as "industrialization of fraud." This movement, which already significantly affects markets such as the United States and Europe, is beginning to gain strength in the country, posing a threat to both consumers and retailers.

According to the report "The State of Fraud and Abuse 2024," global losses caused by e-commerce fraud reached over US$48 billion in 2023, with projections to exceed US$343 billion by 2027. This exponential growth is partly due to the increasing sophistication of digital crimes today, driven by technological advancements that enable fraud networks to operate at scale.

Using techniques such as address manipulation and fraudulent redirectors, as well as tools like artificial intelligence (AI) to enhance the sophistication of attacks that are increasingly difficult to detect, organized criminal networks can, within minutes, carry out scams resulting in multi-million dollar losses. In this scenario, the need for innovative and robust solutions to protect the sector has never been more urgent.

"E-commerce companies already find anti-fraud solutions in the market with technology development that keeps up with the sophistication of the fraud industry. AI plays a very important role in anti-fraud prevention," says Gabriel Vecchia, commercial director of Signifyd, a global protection company. "It is with more technology that crime technology is fought."

If fraud also increases as digital commerce grows, proactive preparation is the main differentiator for companies that want to win this race. Global fraud mitigation trends in e-commerce are driven by the adoption of advanced technologies, such as AI, which allows real-time verification of thousands of data points to identify various types of fraud with greater accuracy and at the same scale as specialized fraud networks.

With the emergence of the new generation of AI-based anti-fraud solutions, investment in intelligent protection has come to be seen as a strategic driver of business growth, compared to the past when it was viewed as a necessary expense with traditional tools based on manual processes.

This is because the market offers protection partner options that, by automating processes, become capable, for example, of taking responsibility for losses caused by fraudulent transactions, contributing to the financial health of e-commerce businesses. "The third generation of anti-fraud measures invests in the development of advanced technology because it understands that its role is to contribute to the growth of e-commerce through efficient anti-fraud protection, and that the only way to do this is by anticipating the evolution of fraud with the support of artificial intelligence's analytical capabilities," concludes Gabriel.

Artificial intelligence (AI) is changing the way digital marketing is done, enabling companies to personalize interactions with consumers on a scale never seen before. Especially in e-commerce, AI helps understand user behavior, delivering tailored content and recommendations, which increases sales.

A study by McKinsey & Company revealed that companies using AI for marketing personalization see an increase of up to 15% in conversion rates. This is due to the ability to identify consumption patterns and provide accurate recommendations, which contributes to a more relevant experience for each user.

SecondAlan Nicolas, an expert in artificial intelligence for business and founder ofLegendary Academy[IA]Personalization is no longer a differentiator, but a necessity for those who want to stand out in the digital market. "Scalable personalization has become possible because AI can process massive volumes of data in real time. Today, every customer interaction can be transformed into valuable data that, when processed, results in highly accurate recommendations," he states.

AI transforms the consumer journey

Artificial intelligence adapts the consumer experience in real time, adjusting elements such as page design and product recommendations. This increases the chances of purchase, as the customer finds options that match what they are looking for. "AI goes beyond simply suggesting products. It transforms the entire customer journey, making each stage, from discovery to purchase completion, more seamless and efficient," explains Alan Nicolas.

The use of chatbots with artificial intelligence is also a growing trend. They are capable of interacting with consumers in a unique way, answering questions, offering suggestions, and solving problems. This quick and targeted service contributes to a positive experience.

AI is also enabling companies to predict consumption trends more accurately, anticipating needs even before the customer perceives them. "Through the analysis of large volumes of data, we are able not only to recommend products but also to identify emerging patterns and adapt our strategies quickly. This gives brands a competitive advantage by always staying one step ahead," comments Alan Nicolas.

Conversion increase

Personalization is not limited to immediate sales growth; it also impacts customer loyalty and long-term engagement. An Epsilon study reveals that 80% of consumers are more inclined to buy from brands that offer personalized experiences. Furthermore, 90% of respondents stated that these interactions motivate them to recommend the company to others. "This demonstrates how well-executed personalization goes beyond momentary conversions, influencing future behaviors," analyzes Alan.

This bond, as the data indicates, is not limited to individual purchase. Satisfied consumers return and also become ambassadors of the brands they appreciate. Recommending products or services to friends and family, encouraged by a positive experience, is one of the greatest benefits that AI-driven personalization can bring to companies.

With artificial intelligence, brands create personalized experiences on a scale that would be impossible without technology. The ability to analyze large volumes of data and adapt offers in real time continuously transforms the consumer journey. "By integrating AI into marketing strategies, companies can offer such a smooth and engaging purchase that the customer feels understood. This creates an emotional bond that leads to loyalty," concludes Alan Nicolas.

In a world where every touch on a smartphone can translate into a financial transaction, the demand for personalized and secure services has never been higher. Companies are increasingly investing in artificial intelligence and machine learning to offer a financial experience that goes beyond the basics: it's about predicting what the customer wants even before they know. The goal is that, when accessing the bank or opening the financial app, you feel that everything has been carefully designed for you — from tailored investment recommendations to personalized alerts that track your transactions.

While AI-driven personalization is transforming the way financial institutions interact with their clients, machine learning analyzes behavioral patterns, providing insights into preferences, spending habits, and future needs. From personalized credit offers to investment recommendations tailored to each individual's risk profile, the goal is clear: to provide a unique and intuitive experience.

For Marcell Rosa, General Manager and Vice President of Sales LATAM atCleverTap, Digital marketing platform specialized in user retention and engagement, "we are in an era where customers expect more than just good service. They want to feel that the brand knows them. And that's what AI offers: the ability to turn data into relationships. When properly applied, personalization is not just a competitive advantage, it is the new market standard."

A practical example is systems that send proactive notifications about spending limits or suggest budget adjustments before financial problems arise. These interactions, which may seem small, have the potential to significantly improve the financial management of thousands of people.

Scam Prevention: AI and the Invisible Battle

While personalization gains ground in the financial sector, security is not far behind. On one hand, AI systems make the customer's life easier; on the other hand, they are the silent guardians that monitor and detect suspicious activities in real time. The technology analyzes a vast volume of data, identifying atypical behaviors and alerting to possible frauds within seconds.

“One of the biggest advantages of machine learning is its ability to continuously learn and adapt. This means that while fraudsters try new approaches, systems are always one step ahead, protecting users in a virtually invisible way,” says Marcell Rosa.

Behind the scenes, algorithms detect irregular patterns – such as transactions in unusual locations or purchases with discrepant amounts – and can stop these actions before they cause any damage. Furthermore, AI helps differentiate legitimate activities from fraud attempts, reducing false positives and allowing customers to carry out their transactions without unnecessary interruptions.

The humanization of financial technology

By integrating AI and machine learning, the financial sector can not only offer greater security but also humanize customer service, making it more relevant to each client's life. With personalization increasingly aligned with individual expectations and fraud prevention becoming more effective and less invasive, the relationship with financial institutions is being redefined.

"We are seeing a paradigm shift," observes Marcell Rosa. Financial institutions that can use AI to create smoother, safer, and more personalized experiences have a clear advantage. After all, technology only makes sense when it improves people's lives.

The application of these innovations in everyday life is already transforming the way we interact with money, creating a safer and more effective financial journey, where the customer has the control and security necessary to carry out their operations with confidence.

The future of the financial sector

The use of AI and machine learning is still expanding, and the financial sector is only scratching the surface of what these technologies can offer. The trend is that in the coming years, personalization will become even more refined, while fraud prevention tools will become increasingly robust and sophisticated.

The question is not whether AI will transform the financial sector, but how far this transformation can go. Whether to customize a service or prevent fraud with surgical precision, artificial intelligence is making the financial world more efficient, secure, and, above all, human.

In the near future, you may not even notice, but your bank will already know what the next step is before you even think of it. And that, as Marcell Rosa rightly said, "is not just about technology, it's about creating meaningful connections in a digital world."