Clothing retailer Next has implemented an AI-driven platform to increase fraud detection and enhance security.

Using a solution from cloud communications platform Infobip, the retailer is proactively blocking artificial SMS messages and artificially inflated traffic to its website to prevent fraud and phishing attacks. Next said that since installing the platform, it has been able to block around 175,000 artificial messages per month.

According to the Institute of Financial Accountants, fraud costs the UK economy over £219 billion per year, and Next said it is important for consumer brands to employ robust security measures. The company added that by deploying the technology, Next customers would enjoy a richer, more secure messaging service.

Next has also implemented Rich Communication Services (RCS) for Business, powered through the same platform, which enables verified sender profiles. The retailer said this will enable it to strengthen the Next brand identity whilst improving trust and confidence amongst its customers.

"At Next, we are committed to protecting our customers from fraud whilst continuing to provide the rich, responsive and reliable communication that they expect from us," said Raz Razaq, head of customer contact experience technology at Next.

"To benefit from the latest anti-fraud technology, we partnered with Infobip to help keep both our customers and infrastructure safe from new and emerging threats."

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