An online car retailer has introduced facial recognition and artificial intelligence technology to better protect its customers from online fraud.

BuyACar.co.uk’s facial recognition technology adds to its existing suite of anti-fraud measures in the online retail sector.

The London-based company, which began operations in 2002, said that trials of its state-of-the-art facial recognition and analysis tool will enable finance customers to prove their identity during the application process.

Early success with the technology has enabled faster processing of applications with positive responses from the customers, according to the company.

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"Our business has quadrupled in the last three years, meaning that the processing of paper-based proof of identity was becoming a real bottleneck," explained Austin Collins, managing director of BuyaCar.co.uk.

"By automating the process, using facial recognition analysis that problem has gone away, while also adding a valuable extra layer of protection from fraudulent applications."

The BuyaCar.co.uk finance application page prompts customers to briefly link their device's camera to its website and compares the user's face, from multiple angles, with photographic documents submitted in support of their application.