AI has made it significantly easier for people to create fake accounts and identities to engage in online manipulation and scams. On Wednesday, LinkedIn announced a new set of tools to combat the problem while helping people and companies better control their presence on the platform.

The company says it will now let members vouch for each other’s experience and give businesses new controls to manage who associates with their brand, among other changes.

The new features arrive at a time when impersonation has become an internet-wide problem, not one limited to LinkedIn. However, on a network where your professional persona includes your work experience, past job titles, certifications, university degrees, and more, being able to verify you are who you say you are is even more critical.

Such claims can lead to career opportunities and advancement, prospects that those fudging or lying on their resumes haven’t earned.

“The backdrop for all this is that faking credibility has never been cheaper or easier than it is today; and conversely, showcasing credibility has never mattered more,” LinkedIn VP of Product Oscar Rodriguez told TechCrunch in an interview.

To date, LinkedIn’s existing verification tools have been used to verify 115 million users and over 700,000 companies on the platform, he noted.

“We’ve been invested in [verification] because we believe that authenticity will be the single most valuable currency on the internet,” Rodriguez added.

For starters, LinkedIn will now allow members to vouch for their colleagues and classmates, past or present. This feature is not the same as an endorsement, where you can recommend the member to others, but is more of a way to vouch that someone has the experience they claim on their profile.

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