US-based PNC Bank is in the middle of a pilot project that aims to test out credit cards with constantly changing card verification values (or CVVs) to reduce online credit card fraud. The dynamic CVV is displayed on the back of such a card in e-ink, and changes according to an algorithm supplied by Visa.
Credit card fraud has long been a problem in the US. To stop thieves from re-using credit card numbers in brick-and-mortar stores, the US has been moving to chip-based credit and debit cards, which create a unique code for each transaction (although this transition to chip cards has been less successful than was hoped). But online credit card fraud is another beast. Once a fraudster has stolen a credit card number, they often can use the static number to make online purchases without being thwarted by chip complications.