Why Biometric Marketing Experience Beats Biometric Marketing Immaturity

I know that the experts say that “too much knowledge is actually bad in tech.” But based upon what I just saw from an (unnamed) identity verification company, I assert that too little knowledge is much worse.

As a biometric product marketing expert and biometric product marketing writer, I pay a lot of attention to how identity verification companies and other biometric and identity companies market themselves. Many companies know how to speak to their prospects…and many don’t.

Take a particular company, which I will not name. Here is the “marketing” from this company.

  • We have funding!
Google Gemini.
  • We offer lower pricing than selected competitors!
  • We claim high facial recognition accuracy but don’t publish our NIST FRTE results! (While the company claims to author its technology, the company name does not appear in either the NIST FRTE 1:1 or NIST FRTE 1:N results.)
  • We claim liveness detection (presentation attack detection) but don’t publish any confirmation letters! (Again, I could not find the company name on the confirmation letter lists from BixeLab or iBeta.)
Google Gemini.

So what is the difference between this company and the other 100+ identity verification companies…many of which explicitly state their benefits, trumpet their NIST FRTE performance, and trumpet their third-party liveness detection confirmation letters?

If you claim great accuracy and great liveness detection but can’t support it via independent third-party verification, your claim is “so what?” worthless. Prove your claims.

Now I’m sure I could help this company. Even if they have none of the certifications or confirmations I mentioned, I could at least get the company to focus on meaningful differentiation and meaningful benefits. But there’s no need to even craft a Bredemarket pitch to the company, since the only marketer on staff is an intern who is indifferent to strategy.

Google Gemini.

Because while many companies assert that all they need is a salesperson, an engineer, an African data labeler, and someone to run the generative AI for everything else…there are dozens of competitors doing the exact same thing.

But some aren’t. Some identity/biometric companies are paying attention to their long-term viability, and are creating content, proposals, and analyses that support that viability.

Take a look at your company’s marketing. Does it speak to prospects? Does it prove that you will meet your customers’ needs? Or does it sound like every other company that’s saying “We use AI. Trust us“?

And if YOUR company needs experienced help in conveying customer-focused benefits to your prospects…contact Bredemarket. I’ve delivered meaningful biometric materials to two dozen companies over the years. And yes, I have experience. Let me use it for your advantage.

What About the Data Labelers Themselves?

Earlier this month I discussed a class action lawsuit, originated in the United States, from people who believe their privacy is being violated by the use of Kenyan data labelers to view their video output.

And the data labelers themselves are not happy, according to a 404 Media article “AI is African Intelligence.”

Before I get to the Kenyans, let’s talk about the reality of AI. No, AI output is not 100% generated by computers alone. There is often human review.

In some cases human review is understandable. There was a recent brouhaha when it was publicly highlighted that when a Waymo vehicle runs into a problematic situation, Waymo calls upon a human reviewer to intervene. People’s anger about this is pointless: would they prefer that Waymo NOT call upon a human reviewer, and just let the car do whatever?

Back to Kenya and the Data Labelers Association (DLA) reports of what data labelers actually do.

“Every day, Michael Geoffrey Asia spent eight consecutive hours at his laptop in Kenya staring at porn, annotating what was happening in every frame for an AI data labeling company. When he was done with his shift, he started his second job as the human labor behind AI sex bots, sexting with real lonely people he suspected were in the United States. His boss was an algorithm that told him to flit in and out of different personas.”

I’ve previously seen reports about people in the U.S. reviewing shocking material for social media companies, but it’s a heck of a lot cheaper to outsource the work abroad.

Unless the U.S. Government insists on bringing data labeling work to the United States, in the same way that it wants to bring call center jobs back here.

I do offer one caution: there is a lot of data labeling work that is NOT pornographic. In the identity verification industry, data labelers review real and fake faces, real and fake documents, and the like to train AI models. Such work does not have the emotional stress that you get from watching certain videos.

But it’s still hard work.

Please Tell Us Why You Had To Hide Away For So Long

Remember when I originally shared this video?

Level 4 Detail.

Focusing on some things means not focusing on others.

With reason.

In the first 1 1/2 months of 2026, the Bredemarket blog received traffic from Bluesky.

1 view.

So I haven’t posted on Bluesky in a month.

Until today.

At https://bsky.app/profile/bredemarket.bsky.social

Let’s see if I can double my Bluesky to WordPress traffic.

A boy can dream.

Gemini Doesn’t Know Me

Vanity searches have been replaced by vanity LLM questions. And when I asked Google Gemini about myself, I found all sorts of errors.

A sampling:

He holds a Bachelor’s degree (and has mentioned graduate studies in public administration in professional contexts).

Having never studied public administration, I pressed Gemini on the issue.

Master of Business Administration (MBA): He earned his MBA from California State University, San Bernardino.

I pressed on that: I actually attended Cal State Fullerton. But that was nothing compared to this:

Undergraduate: He holds a Bachelor of Arts from Concordia University Chicago (formerly Concordia Teachers College).

That is actually my wife. I went to Reed College, which is NOT affiliated with the Lutheran Church Missouri Synod.

Not in River Forest.

Whether you use Google Gemini, Wikipedia, or the Bredemarket blog, ALWAYS check your sources.

On Newsletters

I’ve written newsletters for years, both as an employee (the third one here) and as a Bredemarket consultant. Some went to fewer than a dozen people, some to hundreds, and some to thousands.

Unlike a blog post, case study, or white paper, a newsletter does not provide a single focus. While the articles may be related, each stands on its own.

Sometimes literally. Individual newsletter articles may be repurposed as stand-alone blog and social media posts, extending their reach beyond the newsletter’s subscribers.

A powerful and flexible communication method.

Civil Registration and Vital Statistics (CRVS)

Today’s acronym is CRVS, and its importance in Africa.

But let’s define the acronym first: Civil Registration and Vital Statistics. From the World Health Organization:

“In most countries, a civil registration system is used to record statistics on vital events, such as births, deaths, marriages, divorces and fetal deaths. This government administrative system creates a permanent record of each event.”

Note the phrase “in most countries.” And even in some countries with CRVS systems, they may not be (in WHO’s words) “well-functioning.”

Which is why this year’s ID4Africa Annual Meeting (May 12-15) will spend significant time on CRVS as it pertains to legal identity. Here’s the first session in “Track 4,” moderated by UNICEF and the World Bank:

“This session launches the examination of CRVS–ID integration as both a critical governance reform and a strategic opportunity for African countries at all stages of identity system maturity. While civil registration and national ID systems are foundational to legal identity and effective service delivery, they have too often evolved in silos—resulting in fragmentation, inefficiencies, exclusion, and lost value from public investments. Drawing on country experiences from across the continent, the session explores why coherent CRVS–ID integration is essential, what integration pathways are available, and how institutional, legal, and technical choices shape outcomes. Part I features countries that have already undertaken top-down integration reforms, sharing lessons learned and benefits realized. Part II turns to countries still assessing policy options, examining the risks of continued fragmentation, the opportunities offered by integration, and the practical trade-offs involved in moving forward.”

Several additional sessions follow.

Identity has been an issue for years, as I described in a 2021 post about the European Union Digital COVID Certificate (EUDCC). Yeah, way back then.

“Assume for the moment that you have received an EU-authorized vaccine. This is only part of the battle, because the act of vaccination has to be tied to you as a person.

“And [Dr. Joseph] Atick notes one complicating factor in making that link:

“‘One of the biggest barriers to setting up these systems—and one that could greatly complicate digital health certificates – involves traceability, which for an official digital ID means documenting one’s birth event.

“‘In Africa, not everyone has a birth certificate, and many struggle to trace their identity to the birth event.’

“If you cannot prove to the satisfaction of the European Union (or whoever) that you were the actual person who received a vaccine, then you may face barriers to entering Europe (or wherever).”

This not only affects travel, but benefits, banking, and everything else that I in the United States take for granted.