Since the Covid-19 pandemic, the world has been undergoing a major transformation. Among the various aspects, one of the most important is the use of technology to inhibit and/or limit as much as possible negative impacts on business operations. The retail segment was heavily impacted by the pandemic, both by the closure of operations due to the lockdown and by fraud in business applications related to consumers. The world was not ready to protect itself. After so many lessons learned from failures, fraud and loss of trust, a strong recovery in the context of information security/cybersecurity has begun. Incredible solutions have been developed to optimize business operations, such as AI. But at the same time, these new solutions are also being used for negative purposes (fraud, ransomware, etc.). At this time, organizations are using new technologies to identify and verify their customers/consumers, protecting not only the business, but also the people who make this business grow. We will present and discuss in more detail these strategies and technological foundations that are placing organizations on a new level of trust with their consumers.