Okta has announced new Auth0 capabilities aimed at helping businesses manage identity across consumer and enterprise applications, including AI-assisted commerce and multi-tenant SaaS environments.
For B2C businesses, the new capabilities include the Identity Conversion Suite, which adds anonymous sessions and tools to test sign-up and login flows, and AI Identity for Agentic Commerce, which is designed to authenticate and authorise customers interacting with businesses through AI assistants.
The company said the capabilities can support purchases made through third-party AI assistants, including ChatGPT, as well as authentication and security for businesses’ own AI assistants.
For B2B organisations, Auth0 has introduced B2B Connect, which allows enterprise identity capabilities such as single sign-on, federation and multi-tenancy to be added to existing identity infrastructure without requiring a full migration of users, applications or tokens. The company said the offering is designed to support deployment within 90 days or less.
The company has also expanded its tenancy-as-a-service capabilities to support self-service configuration and delegated administration for enterprise customers, including management of member roles, permissions and onboarding.
“No matter what line of business you’re in, revenue shouldn’t have to come at the expense of risk,” said Gareth Davies, Chief Product Officer, Auth0. “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.”
“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.”
“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.