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Author Archives: bredemarket
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Let’s Talk Hype With Gartner on Generative AI
Gartner’s article “Latest Hype Cycle for Artificial Intelligence Goes Beyond GenAI” was written in July 2025, but even many months later it’s still illustrative. At the time, author Haritha Khandabattu said the following:
“…GenAI enters the Trough of Disillusionment as organizations gain understanding of its potential and limits.
“AI leaders continue to face challenges when it comes to proving GenAI’s value to the business. Despite an average spend of $1.9 million on GenAI initiatives in 2024, less than 30% of AI leaders report their CEOs are happy with AI investment return. Low-maturity organizations have trouble identifying suitable use cases and exhibit unrealistic expectations for initiatives. Mature organizations, meanwhile, struggle to find skilled professionals and instill GenAI literacy.”
To see and download Gartner’s pretty pictures, go to the article.
Since the article was published, IBM has tripled entry-level hiring rather than assume that generative AI can perform ALL entry-level jobs.
Fantastic Creatures Can’t Thrive in the Real World
It’s easy to toss around phrases like “customer-focused benefits” without comprehending what they mean.
So I’ll provide an example.
Years ago I wanted to learn about a particular company—and no, I’m not going to name the company—so I read what it said about itself. And what did the company’s product marketing say?
“We’re a unicorn!”
For the benefit of normal people, when businesses talk about being a unicorn, they are saying that the firm, based upon funding from private investors, has a theoretical valuation of over $1 billion. For example, if Ventures R Us pays $100 million for 10% of the company.
Well, this company was really proud about its unicorn status, to the exclusion of everything else.
With reason, when you think about it.
Taking an example from my own industry, if you are the police chief of a medium sized city that needs an automated biometric identification system, would you risk buying one from a provider with an actual or theoretical valuation of less than $500 million?
Because isn’t company valuation the most important thing to a prospect?
What? It isn’t? Prospects care about results?
(For the record, you can buy a perfectly fine ABIS from firms with actual, not theoretical, values of less than $100 million.)
In fact, I would go so far as to say that if the first sentence of your company description includes the word “Series” followed by a letter from the beginning of the alphabet, your focus is the investment community rather than your prospects.
But if the first sentence of your company description talks about what you deliver to your customers, then you’ll impress both your prospects and the discerning investors. Nothing magical about that.
Take care in how you market your products.
Silence is Golden…For Your Competitors
When we refuse to share our good news…
…and when we refuse to share our bad news…
…we allow our competitors to drive the conversation.
Don’t surrender your message…and your prospects…to the competition.
Let Bredemarket help you create customer-focused, benefit-oriented content.
Longevity
Scary to think about it, but even after I quit renewing the paid Bredemarket domain, the Bredemarket blog will live on under a WordPress URL.
Until Automattic isn’t.
“We Use AI” Marketing Goes Beyond the IDV Realm
I recently mentioned again how ALL the identity verification companies use the following two elements in their product marketing:
- “We use AI.”
- “Trust!”
If you read three marketing messages from three IDV vendors, I defy you to tell them apart. Admittedly my last comparison took place years ago, so I took a fresh look at the 2026 versions. Here are two:
“Industry-leading AI-driven Technology”
“We make it easy to safeguard your customers with AI-driven identity verification.”
Thankfully the companies are finally mentioning differentiators other than trust, but the magic letters AI still persist.
AI is everywhere and nowhere
But you can’t really blame the IDV vendors when everyone is injecting the two letter word in their messaging.
20 years ago, anyone who talked about an AI-powered vacuum cleaner would have been relegated to the back of the hall and told to put on his Vulcan ears.
Now we have things like AI pens.
“Handwrite only the critical points. Let Flowtica AI summarize and visualize the rest-audio, photo and even your sketches – into insights. Stay focused in the flow”
And lest you think that such efforts are fringe, Open AI and Jony Ive are reportedly working on one.
But AI pens make as much sense as AI influencers. If you have AI, why do you need the influencers? And if you have AI, why have a pen?
But that won’t stop people from hawking AI pens, and pencils, and erasers, and 3 hole punches, and maybe even…paperclips.
Identify the IDV Solution
Which IDV solution is this?
I will give you another hint. In addition to using the word “AI” in its product marketing, the company also uses the word trust.
Hope that narrows it down for you.
The Latest, Probably Still Inaccurate, List of PAD 3 Conforming Solutions
I remember when I was working in Anaheim and keeping track of the latest BIPA lawsuits, back when you could count them on one hand…then on two hands…then there were too many.
I feel the same way about my previous attempts to track the vendors that offer solutions that conform to ISO 30107-3 Presentation Attack Detection Level 3. I thought I’d found them all, then I’d find another one.
So here’s my current (Friday afternoon) list of the PAD 3 conforming solutions.
| Vendor | Modality | Confirming Lab | Link/Date |
| Aware | Face | BixeLab | November 2025 |
| FaceTec | Face | BixeLab | October 2025 |
| Paravision | Face | Ingenium | September 2025 |
| Yoti | Face | iBeta | January 2026 |
While Google Gemini informed me that Veridas had also received Level 3 confirmation from iBeta, that turned out to be a hallucination. Veridas realizes the importance of Level 3, though, as do other selected vendors, so I suspect this table will be outdated soon.
Oh, and just to confuse things further, some of the other tests, such as CEN/TS 18099 injection attack detection tests, also may apply in some way to presentation attacks. Or maybe not. We’ll see.
Your Prospects Hate Your Complex Technology
If your product marketing pitch to your prospects concentrates on the complex technology in your product, your prospects KNOW that you don’t get it.
Put yourself in your prospects’ shoes.
Understand the problems your prospects face. Ask questions.
Demonstrate a customer focus and talk about how your product benefits your customers.
And craft the correct product marketing content.
Names Are Replaceable
(Patti Smith picture by Harald Krichel – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=151929930.)
My very first bad blog joke (back in October 2003) was tangentially related to knowledge-based authentication:
“When Patti Smith married Fred Smith, did she take her husband’s last name, or keep her maiden name?”
Because Patti didn’t change her name, but many people do.
Which means that even if a name is unique, it is not as accurate a form of identification as, say, irises.
If you don’t believe me, ask Richard Meyers and Thomas Joseph Miller.
Better known as Richard Hell and Tom Verlaine.
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