The Internet has entered an era where businesses and professionals can no longer assume they know who they’re dealing with.
As generative AI tools make impersonation cheap and scalable, trust is becoming harder to establish, and ignoring that is a commercial risk which can show up in lost revenue or reputational damage.
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VP of Trust Product, LinkedIn.
For organizations, the impact is tangible. Fraud can cost revenue, fake reviews lose credibility and impersonation erodes confidence between buyers, sellers and partners.
Globally, businesses are already losing billions each year to fraud, and as AI lowers the barrier to deception, that figure will only rise.
The result is a growing trust gap: people want proof that who they are interacting with is real. But the systems designed to provide that assurance are fragmented and inconsistent, causing friction for real users while making it easier for bad actors to exploit gaps.
Verification and trust signals are meant to close that gap. Yet today, proof of identity and credibility remains locked inside individual platforms, with no common standard for what “verified” actually means.
In a digital economy that depends on confidence, this fragmentation is becoming a structural weakness.
The problem with platform trust
People build credibility online in many ways. It might be identity verification on one platform, professional experience on another, or a record of positive reviews on a marketplace or freelancer site. Yet these signals of trust rarely travel together.
That made sense when platforms operated in isolation, but it breaks down in an economy where people and businesses move constantly between services. A freelancer with years of strong reviews on one platform often has to start again from zero when they join another.
As online services become more connected, this model starts to break down. Signals of identity and credibility need to follow users as they move between platforms. If identity and signs that someone is credible are becoming central to how people trust each other online, the next step is allowing this to move between platforms.
For marketplaces, networks and collaboration tools, this reduces fraud, lowers onboarding friction and makes trust easier to scale.
This would allow people and businesses to carry verified information about who they are wherever they operate online, whether that is on marketplaces, professional networks, creative platforms, or video conferencing tools.
Some companies have started experimenting with ways to allow verified information to be recognized across trusted partners. In our own work, we’ve helped bring identity verification to partner platforms, enabling trust signals to be reused in different digital contexts.
These early efforts point to a future where identity verification can follow individuals across much of the internet.
For platforms, this creates a clear dividing line. Services that can reliably demonstrate who their users are will build stronger engagement and safer environments. Those that cannot could risk rising fraud and user skepticism.
The digital economy ultimately depends on confidence between participants. People need to know that a seller is legitimate, that a job offer is genuine, or that the person they are speaking with actually exists. As a result, credibility online is increasingly functioning as a form of currency.
Verifications are becoming core internet infrastructure
Verification is shifting from a ‘nice to have’ feature to a core part of how online services operate. People increasingly expect to know who they are interacting with before making decisions that involve money, reputation, or time.
That expectation now applies across a wide range of services, including marketplaces, professional networking apps, video platforms, and video conferencing tools.
When people can clearly see that an account belongs to a real person, behavior changes. They are more likely to engage, connect, and transact when they feel confident about who is behind the screen.
This is how trust works in the physical world. In everyday interactions, people rely on familiar cues that help them confirm who someone is and whether they are legitimate – like a recognized workplace, introduction from a trusted contact or simply seeing the person in front of them. And they now have the same expectations online.
Building trust as shared infrastructure
As AI continues to blur the line between real and fake, the ability to prove authenticity online will become a defining feature of successful digital services. Trust can no longer be treated as a nice‑to‑have or a platform‑specific badge; it is fast becoming core infrastructure for the internet itself.
The next phase of online trust will not be built by platforms working in isolation. It will depend on shared approaches that allow verified identity and credibility to move with people and businesses as they operate across the digital economy.
When trust remains siloed, attackers move faster than defenders. When authenticity is visible and portable, confidence follows.
The platforms that thrive in the years ahead will not simply be those that connect the most users. They will be the ones that help users prove who they are, wherever they go online. In an AI‑driven world, credibility is no longer just a signal of trust, it is becoming a form of currency.
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