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New deployment provides visibility into automated and agentic activity while helping safeguard customer interactions across digital insurance services
Confused.com, a leading UK financial services comparison platform, has integrated HUMAN Sightline Cyberfraud Defense featuring AgenticTrust to strengthen protection across its digital insurance journeys.
The integration gives Confused.com greater visibility into automated and AI-agent activity, helping the company distinguish legitimate customer interactions from benign automation and potentially harmful traffic.
As AI-powered assistants and agentic platforms increasingly influence how consumers research and purchase products, the additional visibility can also help Confused.com better understand evolving customer journeys and make more informed decisions around engagement and marketing.
Addressing the Rise of Automated Traffic
HUMAN said automated traffic is growing significantly faster than human traffic, while AI-driven interactions and scraping activity are reshaping the digital threat environment.
The company cited data showing automated traffic growing eight times faster than human traffic and scraping attacks accounting for 20% of global threats in 2025.
Against this backdrop, organizations need greater visibility into the sources and nature of digital interactions to identify activity that could create fraud, abuse, operational risk or disruption.
HUMAN Sightline is designed to help Confused.com identify unwanted automated activity earlier in the customer journey while allowing legitimate users to access digital services with minimal friction.
Protecting Revenue and Customer Experience
Confused.com selected HUMAN to support two priorities: protecting revenue and safeguarding the digital infrastructure supporting its customer experience.
The deployment is intended to help reduce disruption caused by fraud, scraping and other unwanted automated activity across the company’s digital properties. Protection also extends to app environments, allowing Confused.com to establish security across key customer touchpoints.
By differentiating between genuine visitors, trusted AI agents and malicious actors, the company aims to strengthen security without unnecessarily restricting legitimate interactions.
Preparing for an Agentic Customer Journey
The partnership reflects the changing nature of digital customer journeys as AI agents increasingly participate in product research and online transactions.
HUMAN said its AgenticTrust capabilities provide organizations with greater insight into how AI agents interact with digital properties, allowing businesses to develop security strategies that account for both human and machine-driven activity.
Timothy Kimball, CTO at Confused.com, said the company sees significant potential for AI to improve services for customers and partners but recognizes that the technology also introduces new security considerations.
The integration with HUMAN is intended to help Confused.com safely expand AI-enabled experiences, reduce customer friction, protect partners, and prepare its digital platform for an increasingly agentic online environment.
