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Auth0 launches new identity capabilities for B2C and B2B businesses

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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...

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