Persona, the leading global identity platform, today announced Persona AI, a suite of AI products that brings agentic capabilities to identity operations. The launch builds on Persona’s vision for the future of identity: helping organizations scale how trust is established online while retaining oversight over how consequential decisions are made.

The suite includes Persona Assistant, Persona Agents and Persona Extend. Designed and tested with more than 30 early-access customers, including Zillow and Etsy, Persona AI currently powers hundreds of thousands of identity decisions in production. Unlike general-purpose AI tools, which leave teams to build the identity context, integrations, and personally identifiable information (PII) controls themselves, Persona AI works within the platform where those foundations already exist, while keeping every action transparent, permissioned and auditable.

AI is changing both the threats identity teams face and the tools they can use to respond. On the Persona platform alone, deepfakes have increased more than 50x in recent years, and attacks are growing faster than teams can staff against them. To respond effectively, teams need AI tailored to their fraud patterns, use cases, policies and compliance obligations. The Treasury Department’s Financial Crimes Enforcement Network (FinCEN) has acknowledged AI’s potential role in compliance and proposed anti-money-laundering reforms encouraging financial institutions to consider how AI and other technologies could strengthen their compliance programs.

“AI can’t fight AI-powered attacks on its own,” said Rick Song, CEO and co-founder of Persona. “The strongest defense pairs AI with the judgment of identity experts, working inside the systems where their data, policies and case history already live. That’s the approach behind Persona AI, and it’s the start of a more agentic Persona, where agents act as primary operators and take on more of the work, while people stay firmly in charge of the decisions that matter.”

Persona AI is built for any identity use case at any company, and no existing AI setup is required. Several customers already use it across various workflows: marketplace fraud teams review flagged accounts, fintech compliance teams run KYC and KYB reviews, and product teams at AI companies get answers from their identity data without filing a data request. Key benefits include:

  • Faster decisions on every case. Case Review Agents gather the evidence for any sort of review, check it against a business’s own policies and recommend a decision with their reasoning visible to reviewers. Cases that meet a team’s criteria can be approved automatically and exceptions go to a person, so reviewers spend their time on the cases with real risk.

  • Answers without a data request. Persona Assistant lets teams ask questions about their identity data in plain language, such as why verification rates are trending upwards, and complete tasks from the dashboard, with approval at the steps that need it.

  • Policy to production, faster. Policy Agents turn compliance and risk requirements into a full workflow and flag gaps or conflicts with existing rules before they reach production.

  • Building identity workflows with the AI you already use. Persona Extend lets teams use their preferred AI tools to build and configure identity operations in Persona. MCP and CLI connectors provide permissioned access and a traceable record of every action.

Parafin, which powers embedded financing for platforms such as DoorDash, needed to scale its review operations as financing applications grew. Persona’s Case Review Agents took over Parafin’s routine reviews, applying Parafin’s own approval criteria, so the risk operations team could focus on fraud investigations and fund merchants faster. The agents helped cut median KYC review time for capital products by about 95%, from roughly 18 hours to under one hour. The decisions matched Parafin’s human reviewers’ judgment 99% of the time, and it approved 100% of eligible cases on its own, routing only exceptions to the review team.

“By using Persona for both identity verification and case review, we didn’t have to worry about data leaving the walled garden that is Persona,” said Aimal Mehrabi, head of operations at Parafin. “That made it much easier to demonstrate how we controlled our data and get approval from our bank partners.”

Persona Assistant, Persona Agents and Persona Extend are available today. To learn more about Persona AI or to request a demo, visit withpersona.com/ai. Developers can find details on connecting their own AI tools to Persona through Persona Extend at withpersona.com/product/ai/extend.

About Persona

Persona is an identity platform that helps organizations keep the internet safer and more accessible for real people and businesses. Organizations use Persona to securely collect, verify, manage and make decisions about the identities of individuals, businesses and agents, with AI-backed orchestration that automates and streamlines the process from end to end. Backed by Persona’s own research into emerging threats, its fraud prevention and identity theft protection have stopped more than 300 million fraud attempts, including synthetic identities, account takeovers and deepfakes.

Founded in 2018 and headquartered in San Francisco, Persona has verified roughly 1 billion identities and is available in more than 200 countries and territories and 20 languages. Persona supports consumer-facing businesses across a variety of sectors, including LinkedIn, OpenAI, Twilio, Square, Udemy, Travelex and Gusto. For more information, visit withpersona.com.

Media gallery

About The Author
Business Wire