Mastercard highlighted how AI was influencing holiday gift purchases in a December 11, 2024 review of online commerce. The company examined applications spanning product recommendations, changes to retail websites and the security checks behind payments.

Its Dynamic Yield business offered Shopping Muse, a conversational assistant designed to refine recommendations through follow-up questions. The service could suggest products for recipients with particular interests and use image recognition to identify visually similar items.

Beyond discovery, Mastercard described retail experiences that adapted to a shopper's behavior. Examples included emphasizing reviews during gift searches, displaying shipping deadlines and updating marketing messages after a customer's latest interactions with a brand.

The review also covered fraud prevention. Mastercard said AI had prevented $20 billion in potential fraud losses during 2023 and described its newer Decision Intelligence Pro service as improving detection. These performance statements were company claims; the article connected personalization with reducing disruption at checkout.