Moving the Needle for Risk Teams: Redefining the Analyst’s Role in the AI Era

Fraudsters are evolving faster than ever, leveraging cutting-edge technology to outpace traditional defenses. At Wix, where millions of new users join annually, some try to exploit our platform to launch scams or fraudulent storefronts. Detecting and stopping them at scale requires a more holistic approach than ever, combining multiple methods for risk detection. In this talk we will present a comprehensive AI system developed at Wix which maintains a real-time, 360° profile of every user from the moment of sign-up. Our platform continuously fuses signals from multiple sources: onboarding behavior, site content, user–buyer communication, off-platform digital presence, interactions with the Wix platform, transactional data and external buyer transactions. These streams are orchestrated by specialized AI agents that analyze risk contextually, adaptively and at scale. The result is an end-to-end AI-powered review process: from ingesting raw data, through dynamic scoring of risk-increasing insights, to recommending mitigation actions. This architecture enables our risk teams proactive intervention against malicious actors with far greater precision and fewer false positives. In the AI era, we’re redefining the role of the risk analyst—elevating them from manual case reviewers to architects of intelligent AI agents that automate and scale the risk monitoring pipeline. In this joint session, Wix's Risk Strategy Lead and Data Science Lead will share their dual perspectives on the journey to operationalize AI-driven fraud prevention at global scale. You’ll get a clear view of how we designed an end-to-end AI framework that unifies signals from across the user journey into a single, actionable risk assessment. We’ll explore the organizational challenges of redefining the analyst’s role in the AI era. Finally, we’ll look ahead to what’s next: the move toward AI systems that don’t just support analysts, but begin to act autonomously. We’ll discuss the hard questions- how to identify where autonomous action is justified by efficiency gains, and how to design monitoring mechanisms that quickly surface possible errors. This session will not only highlight what’s working today, but also spark a conversation about how fraud prevention will be reshaped in the years ahead. Key Takeaways: How Wix designed an end-to-end AI risk framework by successfully partnering business and data science teams How the risk team at Wix balances automation with essential human oversight Practical insights into the evolving role of the risk analyst- from manual reviewer to architect and supervisor of AI-driven workflows

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