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Fraud and plaque look out for include system identification, data

collection, credential verification, payment fraud
prevention: Both control and risk analysis ‒ all in the same tool ‒
to best provide merchants with a complete fraud
prevention and management system so they don't
powered by AI • Data, data and more data: Data is the magic
have to rely on piecemeal technologies.

ingredient behind AI. Accessing anonymized
data received from billions of transactions around
the world creates a "network effect," which is
basically a pool of knowledge from which to draw
conclusions. It should be noted that not just any
data can be used for this. What goes in also comes
out. Companies that partner with other businesses
to receive a larger amount of data points help
provide greater value and accuracy.
• The science fiction part ‒ advanced AI machine
learning technology: Data on billions of
transactions in real-time? Yeah, there is no way
human effort is going to cull through that. Even
By Don Bush looking at every piece of art in The Louvre would
take us mere mortals 100 days. This is why we
Kount Inc. need advanced AI learning technology ‒ to make
real-time adjustments to analyze risk across this
here is no question that artificial intelligence entire, vast network. If the data is the information,
(AI) is the darling of 2017 technology predic- AI is how to make use of that information. Here
tions hype. Think big data and how people is a simple analogy: you have a test coming up,
T reacted to its entry a few years ago. From an the answers are included within your history
"AI toothbrush," unveiled at the Consumer Electronics textbook, but to make any use of these answers
Show in January, to human-crushing poker strategies to your brain must read and process the pages.
automated dermatology, AI is getting significant atten-
tion. Don't believe me? A simple Google search will churn • Humans: AI plays a crucial role; however, real
out more than 2 billion results in less than one second. expertise is needed to complete the puzzle.
Receiving much less attention, however, are the very real Machine learning technology and AI can pull
technologies implementing AI in a constructive way. out anomalies and identify patterns from the vast
swaths of real-time data, but human intelligence
With any emerging technology there will be companies is still needed to make full use of this information
attaching themselves to the buzzword itself, rather and work with customers. Think about it this way:
than pioneering the respective technology. The truth is, you might be able to fix an issue with the cable
"powered by AI" can be attached to almost any technology company exclusively using an automated menu,
‒ without much substance behind the claim. This may but wouldn't you prefer to speak with an actual
seem harmless enough, but it's almost certainly misleading person? Me too.
the public.
There you have it. We, at Kount, believe fraud mitigation
My stance is that "real intelligence" is key when it comes via AI and machine learning is exponentially more
to AI. What's real intelligence? you may ask. It's the piece exciting than a toothbrush moonlighting as a robot.
of the puzzle that popular articles that discuss smart
refrigerators and offer satirical predictions about robots Don Bush joined Kount as Director of Marketing in October 2010 and
taking over leave out. became Vice President of Marketing in December 2012. Previously, he
was Director of Marketing at CradlePoint, a leading manufacturer of
For AI to function for fraud mitigation and prevention, a wireless routing solutions in the mobile broadband industry. Don has
few things must be in place. worked in several management roles within the technology segment for
• Really cool technology ‒ yeah, we said it: over 20 years with both hardware and software manufacturers, and as a
Patented and proprietary technologies are key partner in two top technology marketing agencies. He has led products
in the implementation of AI. Examples would be launches and marketing programs for dozens of companies around the
patented intellectual property that includes user world such as Citi, HP, IBM, Kodak, Motorola and Weyerhaeuser, and he
authentication, device fingerprinting and proxy co-authored the seminar series, "Common Launch Disasters and How to
piercing tools, among others. Technologies to Avoid Them." Contact him at don.bush@kount.com.

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