AI Overview
In 2026, chargebacks are no longer just "the cost of doing business"—they are a growth limiter. Ronen Ben-Ami of Justt.ai explains why manual teams and generic templates fail to scale against sophisticated "friendly fraud." By leveraging AI to generate dynamic, tailored arguments and analyzing "unstructured data" from customer support, Justt helps merchants win more disputes while providing the insights needed to fix weak fraud rules.
Beat Friendly Fraud with AI: Justt.ai Founder on B2B Vault
The Smarter Way to Win Chargebacks: How Justt Founder Ronen Ben-Ami Uses AI to Beat Friendly Fraud
By Allen Kopelman — B2B Vault: The Biz to Biz Podcast
"We delivered the product. We did everything right. How did we still lose the money?" If you are a merchant in 2026, you've likely asked this question. Chargebacks have evolved from occasional annoyances into a surge of "friendly fraud" (first-party misuse) that threatens compliance and profitability.
On this episode of the B2B Vault Podcast, Ronen Ben-Ami, founder of Justt.ai, explains how AI is finally leveling the playing field for merchants.
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The Problem: The "Cost of Doing Business" is Rising
The era of ignoring chargebacks is over. Today, merchants face:
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Exploding Friendly Fraud: Customers claiming "I didn't get it" or "Not as described" on legitimate orders.
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Visa VAMP & TC40: New monitoring programs that consolidate risk signals, putting pressure on acquirers to clamp down on high-risk portfolios.
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Prohibitive Fees: Higher dispute fees and expensive arbitration stages.
Why Manual Teams and Templates Fail
Ronen identifies two common but flawed solutions:
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Manual Teams: They work until volume spikes, then they become inconsistent and miss deadlines.
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Automated Templates: They scale but lack quality. Issuers often reject generic evidence that doesn't fit the specific scenario.
The Justt Approach: Using AI to generate dynamic arguments. Instead of a template, the system determines the best evidence to include, the order of presentation, and whether a case is even worth the fee to fight.
Chargebacks as "Feedback"
One of the most valuable takeaways is that chargebacks are data points. By separating "true fraud" from "friendly fraud" or "confusion-driven disputes," merchants can improve:
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Fraud Filters: Spotting high-risk patterns like freight forwarders or multiple large orders to one address.
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Checkout Flow: Identifying where customers might be getting confused.
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Shipping Policies: Adjusting expectations to prevent "item not received" claims.
The Merchant Defense Checklist
Ronen offers practical advice to prevent disputes before they start:
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✅ Simple Cancellations: Especially for subscriptions; if it’s hard to cancel, they will dispute.
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✅ Clear Policies: Use active "checkbox" agreements during checkout.
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✅ Responsive Support: Support failures almost always become disputes.
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✅ Authorization Queues: For high-ticket items that don't match your typical order size, call to verify before shipping.
The "Halftime" Analogy: Ronen warns that calling a chargeback "won" at representment is like declaring victory at halftime. The process continues through pre-arbitration, and merchants need tools that provide clarity through the entire lifecycle.
Learn More & Get an Analysis
Justt.ai offers a 12-month analysis of your chargebacks to show your current standing and potential win-rate uplift. They support major alert ecosystems including RDR, Ethoca, and Verifi.
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Website:
justt.ai
Listen to the Full Episode
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FAQ: Frequently Asked Questions
1. How is AI changing sales today?
AI is drastically reducing administrative workloads and improving prospect research. By handling the "busy work," it helps salespeople prepare for better conversations and spend significantly more time actually selling.
2. Will AI replace salespeople?
AI is replacing low-value, transactional selling. However, it is enhancing top-performing salespeople who focus on diagnosis, deep insight, and complex problem-solving—areas where human empathy and intuition are vital.
3. What sales tasks should AI handle?
AI is best utilized for call summaries, drafting follow-up emails, automated CRM updates, proposal polishing, industry research, and long-form document summarization.
4. How does AI help sales discovery?
AI provides instant context about a customer’s specific industry challenges and current trends. This intelligence allows salespeople to ask much smarter, more targeted questions early in the discovery phase.
5. Is using AI in sales considered unethical?
No. AI is a productivity tool. Customers ultimately care about clarity and positive outcomes, not whether a salesperson manually typed an email or used an AI assistant to ensure the message was professional and concise.
6. Can AI help with sales proposals?
Yes. AI can help structure and personalize proposals so they accurately reflect the customer’s unique situation, ensuring the value proposition is front and center.
7. Why do some salespeople resist AI?
Resistance typically stems from a fear of change or a misunderstanding of the tool. Many see AI as a "replacement" rather than an "enablement" tool that makes their job easier.
8. How does AI improve follow-up after sales calls?
AI tools can transcribe and summarize meetings, automatically highlighting action items and generating follow-up drafts. This ensures nothing falls through the cracks and saves hours of manual work each week.
9. What type of salesperson benefits most from AI?
Consultative salespeople who focus on uncovering and solving deep-seated customer problems benefit most, as AI clears the path for them to focus on high-level strategy and relationship building.
10. What is the biggest mistake sales teams make with AI?
The biggest mistake is trying to use AI to replace human connection. AI should be used to remove friction and amplify human insight, not hide the salesperson behind a wall of automated scripts.
