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Ajax to use AI-powered ID verification in ticket-buying process

Dutch Eredivisie football club Ajax has entered into a partnership with mobile capture and digital identity verification solutions company Mitek to utilise its Mobile Verify with Face Comparison solution.

The solution will aim to improve the online experience and boost security for Ajax fans when buying match tickets.

Mobile Verify combines an image capture experience with document authentication technology to confirm that ID documents presented in a digital transaction are genuine and unaltered. Once the document has been validated, Mobile Verify uses face comparison algorithms to automatically compare the portrait from the ID document with a selfie, therefore proving that the person is the rightful owner.

Through the partnership, Ajax is able to digitise the customer journey and make entrance into the Johan Cruyff ArenA quicker on match days. The link-up will also protect customers’ ID documents in light of GDPR.

Susan Lenderink, chief financial officer at Ajax, said: “Our fans are the lifeblood of the club. To improve our fans’ online experience and security in ticket sales, we knew the next stage was to deploy identity verification technology.

“We know that our online process will be improved through digital ID verification, transforming our fans’ experience and keeping them on-side even outside the 90 minutes of play.”

Rene Hendrikse, EMEA managing director at Mitek, added: “Football fans nowadays want the best online experience, and Ajax’s investment in the latest technology is making this a reality.

“We are proud to work alongside Ajax, a club so in tune with its fans, to help improve their online experience. With an identity verification process where AI is doing the heavy lifting, Ajax’s fans can get a consumer-friendly online experience. With an industry-leading focus on fan experience, we look forward to continuing our work with this innovative and historic club.”

Image: KNVB