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The Power of Artificial Intelligence
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“The rising popularity of AI is driving an increase in electricity demand so significant it has the potential to reshape our grid. Energy consumption by data centers has gone up by 80% from 2020 to 2025 and is likely to keep growing. Electricity prices are already rising, especially in places where data centers are most concentrated.
“Yet many people, especially in Big Tech, argue that AI will be, on balance, a positive force for the grid. They claim that the technology could help get more clean power online faster, run our power system more efficiently, and predict and prevent failures that cause blackouts.”
But other people are skeptical, as this MIT Technology Review article indicates: https://www.technologyreview.com/2025/09/09/1123404/ai-grid-help/
Crypto Champagne WISHES and Caviar DREAMS: Bitcoin ATM Neighborhoods
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Crypto sounds glamorous, promising freedom. I’ve seen ads for crypto apps in which the ads feature yachts and other images of wealth.
Well, there are precious few yachts in the places where Bitcoin ATMs are usually located.
“More than 80% of the world’s bitcoin ATMs are found in the United States.
“And as noted in a Financial Times opinion piece Friday (Sept. 5), these ATMs appear to be clustered in Black, Latino and lower-income communities, similar to payday lenders and check-cashing operations.
“”Providers have denied targeting areas based on any racial profile,” writes Dedrick Asante-Muhammad, president of the Joint Center for Political and Economic Studies. “But the apparent disproportionate placement is increasingly being recognized as a cause for concern.””
Of course, people in the richer neighborhoods are less likely to use cash to buy Bitcoin, so perhaps these locations are expected.
You Can’t Be Rude to an NPE
One truth about non-person entities (NPEs):
- With AI, it’s very easy to rewrite a misinterpreted prompt and submit it again. Gemini has no feelings.
- With humans it’s not so easy. Humans have feelings.
Question 1: Are You a Marketing Leader Who Is Career-Driven and Results-Oriented?
If you read my Thursday morning post on brand archetypes, then you saw some analysis from Google Gemini. Here’s a small portion of it:
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.
Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.
There are many more, but I’ll just deal with this one.
If you’re a marketing leader who needs to show tangible results, then how can Bredemarket help you?
Goals.
Whether you have general goals (“goals” is one of my seven questions) or specific key results, Bredemarket can tailor its services to help you achieve them.
And if you DON’T have specific goals or key results, we can create some meaningful ones together.
- How do you measure lead generation?
- How do you measure brand awareness?
- How do you measure the “success” of a product launch?
Schedule a free meeting with me and we can discuss these together. Then we’ll know where we’re going.
Stop Scammers: The Latest Way to Verify Company Recruiter and Leader Identities on LinkedIn
I’ve written about the fake recruiters who InMail you about a great position with their company. I shut up the fakes by requesting their corporate email address at their supposed employer. But what if LinkedIn could catch them BEFORE they ever sent that InMail to me?
LinkedIn is trying.
From HR Dive, brought to my attention by Jennifer Schlador on LinkedIn.
“LinkedIn is looking to take on scammers who falsely present themselves as recruiters or company representatives in the app, with an expansion of its company verification option, while it’s also making workplace verification required when a member adds or updates a leadership or recruiter-related role.”
Of course, the proposed Know Your Recruiter system isn’t foolproof; nothing is. Scammers can avoid the LinkedIn verification step by simply NOT choosing a leadership or recruiter-related job title.
And as much as people like me wish that people would care about verified identities…many don’t.
- If “Jones Jay” from Microsoft sends jobseekers an InMail about a wonderful position,
- some will blindly respond without even looking at Jones Jay’s LinkedIn profile at all,
- much less checking whether his identity and employer are verified.
But at least the attempt demonstrates that LinkedIn cares more about their real users than about the scammers who pay for Premium.
The Late Maya Jean Yourex, Canine Identifiable Information, and Voter Fraud
There are a variety of non-person entities, all of which may engage in felonies. Take the late Maya Jean Yourex of Costa Mesa, California, who was encouraged to register to vote…even though Maya is a dog.
I’m sure that Carl DeMaio will hop on this story immediately.
Maya’s voting history
Maya first voted via mail-in ballot in the 2021 California gubernatorial recall election of Gavin Newsom. We know about this because Laura Lee Yourex posted a picture in January 2022 of her dog wearing an “I voted” sticker.
This could be dismissed as a silly picture, but Laura Lee’s October 2024 post exemplifies dumb crime. According to Orange County District Attorney spokeswoman Kimberly Edds (who presumably is human, though I haven’t verified this):
“Yourex had posted [a photo] in October 2024 of Maya’s dog tag and a vote-by-mail ballot with the caption “Maya is still getting her ballot,” even after the dog had passed away…”
The second ballot was rejected, but the first was counted.
Maya got away scot-free.
But Laura Lee potentially faces five felonies:
- two counts of casting a ballot when not entitled to vote
- perjury
- procuring or offering a false or forged document to be filed
- registering a non-existent person to vote
She is scheduled to enter a plea on Tuesday and theoretically faces six years behind bars.
Nathaniel Percy of the Orange County Register points out an important difference between the two elections in which Maya participated:
“Proof of residence or identification is not required for citizens to register to vote in state elections or cast ballots in state elections, which was how Maya’s vote counted in the recall election of Newsom….
“It was not immediately known on Friday how Maya voted in that election.
“However, proof of residence and registration is required of first-time voters in federal elections, and the ballot in Maya’s name for the 2022 primary was challenged and rejected….”
Voting agencies can’t find fake IDs
However, as I have previously noted, voting officials do not have the knowledge or tools to determine whether a government identification document is legitimate.
As long as Maya’s ID declared that she was 18 years old, some voting officials would approve it.
Even if Maya’s face on the ID was a dog face.
Beyond “ID plus selfie“
As for proof of residency, Laura Lee’s electric bill could list Maya on the account, and Southern California Edison would be none the wiser.
Which is why many identity verification processes go beyond “ID plus selfie” (what you have plus what you are), and also include checks of textual databases for additional evidence of the person.
Socure, for example, accesses over 400 global data sources to verify identities or identify fraudulent ones.
I doubt that Laura Lee enrolled her dog Maya in all of these sources. How many Social Security Numbers, email addresses, bank accounts, credit cards, and other records would Maya have? “Canine identifiable information” (CII)?
Do you validate identities?
If you are a marketing leader that wants to promote your identity solution, and your company can benefit from a marketing consultant with 30 years of identity experience, schedule a meeting with Bredemarket at bredemarket.com/mark.
Encouraging Hallucination
So I intentionally asked AI to make something up.
“Draw a realistic picture of an unbelievable and impossible incident involving Theodore Roosevelt”
No Strategy, Tactics, or Content?
I just created a new reel for my Meta social channels, but in the process invented the Bredemarket t-shirt.
If I didn’t insist on shirts with pockets I’d consider printing some.
No strategy, tactics, or content? Contact Bredemarket. bredemarket.com/mark
Drew Mabry Recommends a Human in the Loop: Trust Me, It’s Critically Important
I’m conducting an experiment in which an AI bot, “Bredebot,” is writing on the Bredemarket blog and on LinkedIn with almost no restrictions.
Don’t do this at home. It’s not a good idea.
This post describes an example in which Bredebot misses a critically important point about Bredemarket’s target audience in the identity/biometric industry.
Bredebot reacts to Drew Mabry
Earlier today, I asked Bredebot to write a post analyzing a Drew Mabry quote:
“The true competitive advantage isn’t the Al tools themselves but how you use them. Your unique processes for data capture, knowledge management, and building trust are the real ‘moat.’ Al becomes powerful when it’s integrated with your proprietary insights and context, making your approach impossible to replicate.”
Mabry also advocates including a human in the loop: his firm, Fast + Light, always asks at least one human (preferably two) to review all AI-generated content.
In my Bredebot experiment, I rarely edit what Bredebot says. If you know me, it’s very obvious that Bredebot wrote this and I didn’t.
“Building Trust: In the identity and biometrics space, trust isn’t just a nice-to-have; it’s paramount. If customers don’t trust you with their most sensitive data, you simply don’t have a business. Your processes for privacy, security, transparency, and ethical AI usage are not just compliance requirements; they are fundamental differentiators. How you communicate these efforts, how you manage data breaches (heaven forbid!), and how you constantly reinforce your commitment to security are all part of this trust-building moat. This is where your wombat customers, usually burrowing away, will emerge to praise (or criticize) your efforts.”
While I certainly agree with the sentiment, and obviously don’t mind the reference to wombats, I would have made one change.
The t word
I would have modified Bredebot’s use of the T word. Just because Mabry used it doesn’t mean that Bredebot has to do the same.
Why not? Because the word “trust” is massively overused in the identity/biometric industry. So much so that you can’t tell one company from another.
“Now perhaps some of you would argue that trust is essential to identity verification in the same way that water is essential to an ocean, and that therefore EVERYBODY HAS to use the t-word in their communications.
“Don’t tell that to Black Ink Tech, who uses the trademark ‘Truth Over Trust.’
“And no, they didn’t violate any law by using an unapproved word. Instead, they got attention by standing out from the crowd.”
And identity/biometric firms are the primary hungry people (target audience) for the Bredemarket blog.
So I definitely would have edited that paragraph.
So why didn’t I?
Changing the subject
I’m going to dodge that question by asking you one.
Do you need an experienced human to help your identity, biometric, or technology organization product marketing?
- Strategy and/or tactics?
- Content and/or proposals and/or analysis?
Visit this page to set up a free meeting with Bredemarket. I’ll ask some questions to get things moving.
Bredemarket 