Johan Fantenberg, Product and Solution Director, Ping Identity, talks trust, threats and the role of the digital I.D.
In a world where commerce, communication and collaboration are increasingly taking place online, trust has become the currency of the digital economy. Yet, despite its central role, trust is under siege.
Today’s users are overwhelmed by passwords, frustrated by clunky authentication processes and often deterred from engaging with digital platforms due to complex sign-up procedures.
On the other side of the equation, businesses are facing a sophisticated threat landscape powered by AI, along with regulatory pressures and outdated identity management systems that are ill-equipped to keep pace with Digital Transformation.
This erosion of digital trust isn’t just a security issue – it’s a barrier to innovation, efficiency and growth. As companies race to compete in a crowded marketplace, those that succeed will not only offer superior products or lower prices, but will lead by delivering secure, seamless digital experiences across every interaction.
Identity is the new business imperative
The foundation of digital trust is identity. It is no longer sufficient to treat identity management as a backend IT concern. Enterprises must now embed identity solutions into every digital touchpoint, ensuring that user interactions – whether by customers, employees, or partners – are both frictionless and secure.
Modern enterprises must shift from fragmented, legacy systems to a unified identity platform. This evolution allows organisations to scale securely, eliminate redundancies and deliver the streamlined experiences users now expect.
Fighting fraud in an AI-powered age
The rise of AI-generated deepfakes and synthetic identity fraud has elevated the urgency for real-time threat detection. Fraudsters now exploit security weaknesses at scale, often impersonating users with alarming accuracy.
Traditional defences, such as static passwords or inflexible multi-factor authentication, are no longer adequate.
Instead, adaptive security measures – capable of analysing contextual cues and behaviour patterns – are emerging as essential tools in the fight against fraud. By leveraging these technologies, businesses can instantly detect and shut down malicious activity without burdening legitimate users with extra steps.
The customer experience edge
Digital identity is also a driver of customer experience. In today’s hyper-competitive digital landscape, the sign-up process can make or break a brand relationship. Clunky login screens or repeated verification prompts are quick ways to lose a customer.
Customer Identity and Access Management (CIAM) platforms offer a way forward. By unifying identity across channels and enabling password-less authentication, CIAM supports seamless, secure interactions that not only attract new users but also boost customer retention and loyalty.
Tailored identity for business flexibility
A one-size-fits-all approach to IAM is no longer viable. Businesses today operate across a wide array of systems, applications and user types. As such, they require identity solutions that are flexible, standards-based and capable of integrating across diverse environments.
The right identity infrastructure adapts to business needs – whether that means securing a remote workforce, integrating third-party vendors, or enabling new digital services. When identity systems align with business goals, they become enablers of innovation rather than obstacles.
Empowering the workforce
Internally, employees are just as vulnerable to poor identity experiences. Forgotten passwords, repeated multi-factor prompts and delayed access to resources can drain productivity and overwhelm IT support teams.
By adopting smarter workforce identity strategies – such as single sign-on, context-aware access and adaptive authentication – organisations can give employees fast, secure access to the tools they need while freeing up IT to focus on more strategic initiatives.
The business case for digital trust
The economic upside of strong identity management is substantial. Organisations that reduce friction in digital interactions see measurable improvements in customer conversion rates, satisfaction scores and revenue.
Moreover, identity platforms help manage third-party risks. In an ecosystem where 98% of companies partner with at least one vendor that has been breached, managing external access through modern B2B identity solutions is crucial. Enforcing fine-grained access control and automating onboarding processes ensures both security and speed.
The traditional security principle of ‘trust but verify’ no longer holds. In an era marked by advanced AI agents and automated bots, businesses must assume that all digital interactions could be malicious unless proven otherwise.
Emerging identity models prioritise continuous authentication, risk-based access and decentralised frameworks such as self-sovereign identity (SSI). These models empower users, reduce reliance on centralised systems and allow organisations to verify not just people, but also devices and autonomous agents.
AI agents, in particular, present a unique challenge. As they become more prevalent in business operations, identity governance systems must distinguish between helpful automation and potential threats, applying appropriate access rules and trust protocols.
The road ahead
As businesses continue to digitise, their ability to build, maintain and verify trust will define their success. Identity is no longer a technical backend concern – it is the front line of customer experience, operational agility and security.
Those that embrace modern, adaptive and secure identity platforms will move faster, innovate freely and lead with confidence. Those that don’t risk falling behind in a world where trust is everything and verified identity is the only way forward.
