Today, Okta introduced new Auth0 capabilities designed to help businesses turn the agentic era into a growth opportunity without compromising security or risk. For B2C companies, the new capabilities optimize conversion rates across user journeys while securing agentic commerce. And on the B2B side, the new capabilities are simplifying complex multi-tenancy, onboarding new customers and adding enterprise-grade identity capabilities.
Whether optimizing for consumer growth or scaling enterprise readiness, Auth0 streamlines identity across touchpoints. For consumer brands, the Auth0 Identity Conversion Suite enables retailers to run A/B tests to identify which sign-up flows drive the most traffic and optimize the flow accordingly. Meanwhile, AI Identity for Agentic Commerce enables consumers to transact directly through AI Agents as a natural part of their conversation flow. For SaaS platforms, B2B Connect adds enterprise-grade identity to existing stacks without costly migrations, complemented by Tenancy-as-a-Service for streamlined tenant management. Ultimately, end users enjoy a more frictionless, trustworthy onboarding and login experience whether they are shopping with AI agents or accessing enterprise workplace tools.
“Revenue shouldn’t have to come at the expense of risk,” said Gareth Davies, Auth0 Chief Product Officer. “As AI agents increasingly act and transact on behalf of consumers, the surface area for both business opportunity and vulnerability expands. These latest innovations streamline the process of building a robust identity solution so that businesses can focus on growing safely – whether their users are humans or AI agents.”
Why it matters: Identity in the AI-first world
The next massive shift in digital commerce is already underway: AI agents are projected to drive up to 25% of U.S. e-commerce in the next four years. Businesses across both B2C and B2B sectors are leaning into AI and digital expansion to open up new revenue streams, but every new growth vector creates a constant tug-of-war: how do you add capabilities and drive revenue faster, without opening the door to new security risks?
To grow safely and securely, businesses can no longer treat identity as a static login box. A modern, flexible identity layer is now a critical requirement to convert traffic, retain customers and confidently protect the bottom line in an AI-first world. Whether powering consumer-facing platforms (B2C) or scaling enterprise SaaS offerings (B2B), Auth0’s latest innovations equip digital, marketing, product and security teams to build frictionless, resilient experiences.
Auth0 for B2C: Convert, protect, and personalize
For consumer-facing experiences, shoppers demand frictionless sign-ups and seamless browsing. And as customers begin leveraging AI agents to find products and complete purchases, businesses must ensure human/agent interactions are frictionless and secure to reduce cart abandonment and poor customer experiences. Auth0’s new capabilities empower businesses to:
Drive revenue through world-class customer and agent experiences. Auth0 Identity Conversion Suite allows businesses to track and recognize potential customers from their very first visit using Anonymous Sessions - users can browse, add items to their shopping cart, leave, and return while the brand maintains their context – even before signing up. Additionally, Experiment Center lets teams test different sign-up and login flows simultaneously, measure their impact on conversion, and rapidly roll out high-performing flows with confidence.
Buy through agents and grow revenue. Built on Auth0's advanced agent authentication and authorization capabilities, Auth0 now empowers brands across B2C industries like retail, travel and hospitality to secure their systems and verify customers across vital new commerce channels. Auth0 enables secure, seamless checkouts when customers make purchases through third-party AI assistants like ChatGPT.
Create agentic experiences for consumers. AI Identity for Agentic Commerce provides a set of capabilities that enables businesses to secure their own home-grown AI assistants so they can more safely recommend products, and provide support for online shoppers.
“Auth0 allows us to provide things for our loyalty members that we weren't able to before,” said Eric Brohm, SVP, CISO at Wyndham Hotels & Resorts. “From MFA and stronger security for their Wyndham Rewards, to the ability to use APIs to connect to our partners to create unique experiences for our guests.”
Auth0 for B2B: Accelerating enterprise readiness and scale
For B2B organizations building online platforms, business growth means scaling faster, adding enterprise tenants effortlessly, and reducing engineering overhead. With Auth0’s tenancy-as-a-service capabilities, B2B organizations can onboard new customers faster than ever. Now B2B companies can offer self-service configuration, and delegate admin capabilities to customers so they can handle ongoing org management such as changing member roles, permissions or onboarding new members. This is all underpinned by a standardized, multi-tenant identity foundation built to scale to thousands of enterprise customers while maintaining strict isolation between customer environments. And new today:
B2B Connect: Businesses can now layer enterprise-ready identity capabilities directly onto existing identity infrastructure without forcing a full user, app, or token migration. In 90 days or less, businesses can deliver enterprise SSO, federation and multi-tenant capabilities effortlessly without putting existing customer experiences at risk.
"The step-by-step guided setup, combined with the ability to test before enabling an SSO connection, is a game changer. Our customers can now own the entire SSO setup process, validate their configuration, and audit it themselves," said Bharg Sharma, Senior Software Engineer at Mitti by SafetyCulture.
To learn more about how Auth0 can help businesses turn the agentic era into a growth opportunity, join us at Oktane from September 22-24, or visit https://auth0.com/.
Availability:
AI Identity for Agentic Commerce will become generally available in late September.
Auth0 Identity Conversion Suite is currently in beta and will enter early access in late September.
B2B Connect is currently in beta and will enter early access in late September.
Tenancy-as-a-Service is generally available now.
Any mention in this article of solutions, features, functionalities, certifications, authorizations, or attestations that are not currently generally available or have not yet been obtained may not be delivered or obtained on time or at all. We assume no obligation to deliver on such items and you should not rely on them to make your purchase decisions.
