Fraud has always been a challenge for the gift card market, and recent years have seen an increase in gift card fraud in terms of both the number of cases and total financial losses. Despite this trend, recent advances in technology are helping in fraud prevention and detection, and future iterations are likely to prove still more useful. By incorporating artificial intelligence and machine learning tools into their arsenal of fraud services, merchants can make their defenses more robust and adaptive. With the use of advanced technology, it is increasingly possible for gift card fraud to not only be detected but prevented altogether.