Adyen has upgraded its Authenticate offering with machine learning designed to help more shoppers complete online purchases while reducing the complexity of payment authentication for merchants.
Part of the company’s Uplift payment optimization suite, Authenticate makes three decisions for each transaction: whether authentication is needed, which method is most likely to succeed, and what data to share with the card issuer to improve approval chances.
The platform selects between technologies including 3D Secure, Google Secure Payment Authentication, Mastercard and Visa payment passkeys, and data-only flows. Adyen says the approach reduces the need for merchants to maintain separate integrations and market-specific authentication rules.
“Authentication is evolving from a regulatory checkpoint into a trust layer for digital commerce,” said Sander Meijers, Canada Country Manager at Adyen. “The future is not about choosing one protocol, but knowing when and how to use the right mechanism for each transaction.”
Adyen says its role as both authentication provider and payment acquirer allows its machine learning models to learn from final payment authorization outcomes, rather than authentication results alone.
The offering also works with Adyen’s Protect fraud management module to recognize trusted shoppers and limit unnecessary authentication challenges. For 3D Secure transactions, Authenticate evaluates more than 150 data fields to determine which combinations are most likely to improve issuer acceptance.
According to Adyen, early data shows an 11% uplift in payment conversion.
The update follows Adyen’s growing work with Canadian retailers. As Fintech.ca previously reported, Vancouver-founded Aritzia selected the company to process payments across its boutiques, North American websites, and mobile app.
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