FreedomPay embeds AI into its platform

FreedomPay plays a critical role in modern commerce, providing the infrastructure that powers secure, high-volume transactions across retailers, hospitality, and financial services. As digital experiences become more complex and customer expectations for speed and reliability increase, even minor latency or disruption can translate directly into lost revenue. For FreedomPay, delivering seamless, real-time payment experiences isn’t optional—it’s foundational.

To stay ahead in a highly competitive landscape, FreedomPay is embedding generative AI into its platform to automate key processes and enhance customer interactions. These capabilities are designed to streamline operations such as transaction analysis, fraud detection insights, and customer support workflows. Over time, FreedomPay aims to expand these AI-driven experiences to enable faster decision-making, more personalized services, and increasingly autonomous transaction flows.

“We knew early on that if we were going to scale AI responsibly, observability had to come first,” said Mark Tomlinson, Senior Director of Observability and Performance. “Without visibility into how these models behave, you can’t build the trust required for enterprise adoption.”

At the core of FreedomPay’s AI strategy is a cloud-native architecture powered by Microsoft Azure. While these tools provide the foundation for innovation, they also introduce new complexity—particularly around monitoring model behavior, token consumption, and cost.

To address this, FreedomPay turned to Dynatrace and its support for OpenLLMetry. This combination enables end-to-end visibility across the AI lifecycle, from user prompt to model response.

“Dynatrace gave us immediate insight into how our AI services were performing,” Tomlinson said. “It removed the guesswork and allowed us to accelerate deployment while maintaining control.”

With unified observability in place, FreedomPay has transformed how it manages and scales AI:

• Full visibility: Teams can trace every interaction across their AI stack, ensuring transparency for internal stakeholders and compliance requirements while optimizing LLM usage and cost.
• Improved performance: By correlating metrics, logs, and traces in a single platform, FreedomPay can proactively identify and resolve issues before they impact transaction flows or customer experience.
• Operational efficiency: Consolidating multiple monitoring tools into one platform has reduced complexity, accelerated onboarding, and improved cross-team collaboration.
• Faster innovation: With confidence in its AI systems, FreedomPay can bring new capabilities to market more quickly, enhancing its competitive edge.

“AI introduces a level of variability we’ve never had to manage before,” Tomlinson added. “With Dynatrace, we can ensure consistency, performance, and alignment with our standards. That’s what makes scaling AI across the enterprise possible.”

By combining Azure and Dynatrace, FreedomPay is not only embedding AI into its applications and services—it’s doing so with the transparency, control, and confidence required to lead in a rapidly evolving digital economy.