**LifeLock and Creighton University Discuss the Challenges of Identity Protection in the Age of AI**

The rise of artificial intelligence (AI) has revolutionized the way we live, work, and interact with one another. However, it also poses significant challenges to our personal security and identity protection. In a recent interview with Today's Marketplace, Ian Bednowitz, General Manager at LifeLock, and Dustin Ormond, PhD, Associate Professor of Business Intelligence Analytics at Creighton University, discussed the evolving landscape of cybercrime and the need for vigilance in the face of increasing threats.

"Previously, when attackers or hackers tried to get into our accounts, they would send out all these Phishing messages to a broad set of individuals to see if they could catch maybe one percent or even less than one percent as victims," explained Dr. Ormond. "But now they are using AI to gather all the information that people are posting on all these different platforms to easily find out so much more data about where you live and where you work."

According to Bednowitz, AI has made it easier for cybercriminals to create fake profiles and identities, blurring the lines between what's real and what's not. "AI makes it easier to create posts that you would put on social media. It makes it easier to create videos of yourself, to create audios of yourself using your own voice," he said. "This ease encourages people to share more and more, while also making it easier for criminals to take all this information and turn it into a fake profile of you."

One of the most alarming trends in cybercrime is the increasing sophistication of AI-powered attacks. Bednowitz revealed that hacking a company's enterprise-level security used to require sophisticated skills, but now AI has made it possible for even novice hackers to target individual employees with ease. "Hacking the human is becoming more and more common," he said, "leading to a 50% increase in breaches in just the last two years and billions of records being exposed to cybercriminals on the dark web."

So what can we do to protect ourselves? According to both Dr. Ormond and Bednowitz, the key lies in maintaining good "cyber-hygiene" practices, such as using strong passwords, being cautious with messages and emails, and not sharing sensitive information online. "It's a double-edged sword," said Bednowitz. "We're making it easier to share more about ourselves, but we're also making it easier for hackers to take that information and use it against us."

LifeLock, the leader in identity theft protection, offers a range of services to help individuals protect their identities, including detection and alerting of possible threats, as well as dedicated Identity Restoration Specialists who can assist with restoring identity if needed. The company's Million Dollar Protection Package provides additional coverage for stolen funds and lawyer support.

As the world becomes increasingly digital, it's essential that we remain vigilant in protecting our personal information and identities. By staying informed about the latest threats and adopting good cyber-hygiene practices, we can reduce our risk of falling victim to AI-powered attacks.

**About LifeLock**

LifeLock is the leader in identity theft protection in the U.S., offering a range of services to help individuals protect their identities. The company's dedicated Identity Restoration Specialists work with customers to restore their identities if they become victims of identity theft.

**About Creighton University**

Creighton University is a Jesuit, Catholic university located in Omaha, Neb., that enrolls over 4,100 undergraduate and 3,200 professional school and graduate students. The university is committed to bridging the arts and sciences with business, law, and health for a more just world.

**About Today's Marketplace**

Today's Marketplace is a series of editorial interviews filmed at the prestigious New York Stock Exchange (NYSE) and NASDAQ MarketSite studios, exploring the intersection of business and higher education. The program features expert insights from academic experts and public company executives on topics such as AI, mergers and acquisitions, and more.

**Related Articles**

* Today's Marketplace interviewed Moelis & Company and Creighton University at the NYSE to discuss the current state of mergers and acquisitions in Q4 2025. * LifeLock offers a range of services to help individuals protect their identities, including detection and alerting of possible threats.

**Learn More**

To learn more about identity protection and AI-powered attacks, visit the following websites:

* LifeLock: [www.LifeLock.Norton.com](http://www.LifeLock.Norton.com) * Creighton University: [www.creighton.edu](http://www.creighton.edu) * Today's Marketplace: [todaysmarketplace.tv](http://todaysmarketplace.tv)