Okta launches Auth0 tools for AI agents & B2B logins

Okta has introduced new Auth0 identity products for consumer and business customers, aimed at AI-led transactions and enterprise login management.

The launch includes tools for consumer sign-up and sign-in journeys, AI agent authentication in online commerce, and identity features for software providers serving large business customers. The products are designed to help companies add new digital services while maintaining control over who can access systems and make purchases.

One part of the rollout focuses on consumer-facing businesses. The Identity Conversion Suite is designed to help brands recognise visitors before they create an account, preserve shopping context across sessions, and test different login and registration flows to identify those with the highest completion rates.

Another addresses the growing use of AI agents in shopping and customer service. Auth0 now supports secure checkouts when customers buy through third-party AI assistants, and Okta has added a set of tools called AI Identity for Agentic Commerce for businesses building their own AI assistants.

This reflects a broader shift in online retail and services as companies prepare for software agents to search, compare and transact on behalf of consumers. The key issue for businesses is whether they can verify that an agent is acting for a real customer and is authorised to complete a transaction.

"No matter what line of business you're in, revenue shouldn't have to come at the expense of risk," said Gareth Davies, Auth0 Chief Product Officer at Okta.

"As AI agents increasingly act and transact on behalf of consumers, the surface area for both business opportunity and vulnerability expands. These latest innovations streamline the process of building a robust identity solution so that businesses can focus on growing safely, whether their users are humans or AI agents," Davies said.

B2B push

For business software providers, Okta has also expanded Auth0's business-to-business identity offering. Its tenancy management service is intended to help platforms onboard new corporate customers, allow those customers to manage their own administration, and maintain separation between customer environments.

It has also added B2B Connect, aimed at companies that want enterprise single sign-on, federation and multi-tenant identity tools without replacing their existing identity infrastructure. This allows businesses to add those functions without fully migrating users, applications or tokens.

The products address a common issue for software groups moving upmarket. Many younger platforms start with simpler customer identity systems, but need more detailed access controls, customer-specific administration and support for enterprise login standards as they sign larger corporate clients.

One customer example cited was Mitti by SafetyCulture, which uses Auth0 in its single sign-on setup process.

"The step-by-step guided setup, combined with the ability to test before enabling an SSO connection, is a game changer. Our customers can now own the entire SSO setup process, validate their configuration, and audit it themselves," said Bharg Sharma, Senior Software Engineer at Mitti by SafetyCulture.

Australian context

Mike Reddie, who leads Okta in Australia and New Zealand, said the spread of AI agents would change how consumers interact with businesses online, but added that trust would determine how quickly that shift takes hold.

"AI agents have the potential to fundamentally change the way Australians interact with businesses online. Instead of navigating multiple websites, comparing products and completing transactions ourselves, we are moving towards a world where an AI agent can do more of that work on our behalf. That creates a significant opportunity for Australian businesses, but trust will be critical. If an agent is making a purchase or interacting with a business for a customer, organisations need confidence that the interaction is legitimate and that the agent is authorised to act.

"For businesses, the opportunity is to create simpler, more personalised experiences and open up new ways for customers to engage and transact. The challenge is doing that without compromising security. Identity has an important role to play in enabling both.

"We are also seeing Australian businesses use identity to remove friction as they grow. Mitti by SafetyCulture, for example, is using Auth0 to enable its customers to manage the SSO setup process themselves, including testing and validating their configuration before enabling a connection. Whether it is supporting existing customer experiences or preparing for new interactions driven by AI agents, businesses need identity that can evolve with them. That's an important part of how we are helping organisations grow securely and secure AI," said Mike Reddie, Vice President and General Manager, ANZ, Okta.

Okta also pointed to a customer in the travel sector to show how identity tools are being used beyond basic login. Wyndham Hotels & Resorts said the system has helped it strengthen account security for loyalty members and connect with partners through APIs.

"Auth0 allows us to provide things for our loyalty members that we weren't able to before, from MFA and stronger security for Wyndham Rewards to the ability to use APIs to connect to our partners and create unique experiences for our guests," said Eric Brohm, SVP, CISO at Wyndham Hotels & Resorts.