VIDEO: Sift - Launch pitch Phocuswright Conference 2019Interview / TechnologyBy PhocusWire | December 5, 2019Share SiftDynamic Friction can assist efforts to reduce longstanding problems like false positives and growing problems like account takeovers. Jeff Sakasegawa, trust and safety architect at Sift. For e-commerce leaders, protection and growth aren’t tradeoffs. Reducing fraud while delivering great user experiences is only possible by incorporating the three elements of Dynamic Friction.Accurate risk assessments: every interaction contains clues about how trustworthy a user is. Machine learning pieces together thousands of signals to dynamically guide your users to the right experience.Custom experiences: eliminate friction for trusted users, block risky interactions, and apply additional verification to everything in between — so every users has a tailored experience.Automation at scale: as a brand grows, so do user expectations. Compnaies need the capability to route customers to the appropriate experience instantly — whether they have thousands of customers or millions.Here is Sift's pitch:Sift - Launch - The Phocuswright Conference And further analysis in the PhocusWire Studio:Sift interview (PhocusWire @ Phocuswright Conference 2019) AirlineHotelOnline Travel AgencySecurityPhocuswright Conference 2019