Papa Colloquium Intravit

(Image By Edgar Beltrán, The Pillar, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=165153532.)

ID Tech recently announced that “the Pope has entered the chat.”

Or, in official terms, Pope Leo XIV issued his first encyclcial.

An encyclical is a document issued by a Roman Catholic pope providing guidance upon an issue that affects church members…and frankly non-church members also.

They are officially entitled in Latin, although the text is translated into many languages. The title of the encyclicals issued by Pope Leo’s predecessor, Pope Francis, include

  1. Dilexit nos: 24 October 2024
  2. Fratelli tutti: October 3, 2020
  3. Laudato si’  May 24, 2015
  4. Lumen Fidei   June 29, 2013

Magnifica Humanitas

Pope Leo’s is called “Magnifica Humanitas” (English here).

Why would ID Tech, or Bredemarket, spend time discussing the writings of a Roman Catholic Pope?

Because the encyclical is subtitled as follows:

ON SAFEGUARDING THE HUMAN PERSON
IN THE TIME OF ARTIFICIAL INTELLIGENCE

That seems…relevant.

Because while we can consider artificial intelligence from technological and business perspectives, we can also certainly consider it from a moral perspective. And Pope Leo did, in a document numbered with 245 paragraphs. Let’s take a look at…um…the 95th one (heh):

“95. Here, we must recognize another crucial aspect, which I have noted earlier. In many cases within the digital context, control over platforms, infrastructure, data and computing power does not rest with States, but with major economic and technological actors. These entities effectively set the conditions for access, determine the rules of visibility and shape the very possibilities for participation. When such power is concentrated in the hands of a few, it tends to become opaque and evade public oversight, increasing the risk of distorted forms of development that give rise to new dependencies, exclusions, manipulations and inequalities.”

Why does Pope Leo care about tech bros? To answer that question we have to go to the beginning of the first paragraph.

“Humanity, created by God in all its grandeur, is today facing a pivotal choice: either to construct a new Tower of Babel or to build the city in which God and humanity dwell together.”

Google Gemini.

For those not familiar with the Bible, the Tower of Babel story in the Old Testament represents an episode in which, due to “stuff,” all the people of the world were divided and unable to talk to each other. Pope Leo goes into more detail in paragraph 7:

“7. In order to answer these questions and discern how to navigate responsibly the era of AI, I would like to bring to mind two scenes from the Bible: the construction of the Tower of Babel (cf. Gen 11:1-9) and the rebuilding of the walls of Jerusalem (cf. Neh 2–6). The story of Babel appears in the Book of Genesis, at the origins of humanity, immediately after the genealogies of Noah’s sons. After settling in a plain in the land of Shinar, the people decided to build a city and a tower “with its top in the heavens” (Gen 11:4). Fearing being scattered across the earth, they sought to guarantee stability and power for themselves, and above all to “make a name” for themselves. It was an impressive feat: a single language, a single technology, a single direction. However, the project concealed a profound danger. It was a project conceived without reference to God, supported by a uniformity that eliminated diversity and that chose homogenization over communion. When a city is built on pride and the claim to self-sufficiency, communication breaks down, languages are confused and people no longer understand each other. The result is not unity, but dispersion. Babel thus reveals the limits of any effort that, however grandiose, arises from self-affirmation, sacrifices human dignity for efficiency and aspires to reach heaven without God’s blessing.”

If you strip the Tower of Babel episode from its religious trappings, it describes the pursuit of technology for technology’s sake, not necessarily benefiting the people and their needs. (Actually, their diverse needs.)

Most people agree that sacrificing human dignity for efficiency is undesirable regardless of your religious beliefs or lack thereof.

Pope Leo isn’t the only religious leader sounding a warning

By Mems47 – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=157894218.

Elder Gerrit W. Gong of the Church of Jesus Christ of Latter-Day Saints has also spoken on the topic.

“Increasingly, AI influences how we perceive real and unreal; the relationships we hold most important; the ways we work and organize society. We know AI needs stable character for moral judgment. Highly capable algorithmic reasoning is not human intelligence. AI systems will manifest admirable human values and judgment only as we imbue AI personas with such. Questions transcend technology. We need trust, safeguards, and goodwill as we work through competing values and priorities regarding AI.

“A high-stakes public conversation is opening. Publics want AI to be used safely, ethically, transparently—for children, others who are vulnerable, and citizens concerned for community costs and uses of water, electricity, and land, and for continuing impacts on jobs, education, and opportunity.”

And Elder Gong also addressed the tech bros.

“Beyond the speed and scope of AI disruption is another unprecedented challenge: AI is concentrating information, technology, and capital and thereby centralizing power. Concentrated, centralized power infringes freedom. It undermines the sovereignty of individuals, companies and countries. The complexities of data (including autonomy, integrity, privacy, security, sovereignty) and intellectual property (including creativity, ownership, provenance) further complicate individual, company, and country independence.”

Considering the history of this church as a minority group often facing persecution, it fears (from its perspective) being shut out of the international conversation.

“These developments underscore the need for pluralistic faith and ethics AI evaluation benchmarks and moral compass in AI. Pluralistically portraying faith traditions accurately, honestly, and respectfully does not privilege one faith tradition over another, or belief over nonbelief. It does not seek to convert individuals. It does not adjudicate faith claims. Pluralistically benchmarking faith and ethics in AI is not an imposition of religion on AI.”

Do you see the repeated references to “pluralistic” here?

We don’t want an LDS AI, or a Catholic AI, or a Tech Bro AI, or any other narrowly-defined AI. That would be catastrophic.

We want an AI for all of us.

But what does this mean?

The Human Metronome

One advantage of moving from analog to digital instrumentation was in creating perfect production. While there are obvious disadvantages to non-human identity musical performances, at least MIDI pre-programming ensures that every note is played at precisely the right moment. As is every drumbeat.

Because no drummer is that perfect.

With one exception.

Alan Myers, from the video for “Time Out For Fun.”

Devo has had several drummers over the years (including the other Mothersbaugh brother Jim), but their drummer during their most renowned period was Alan Myers. He’s the one wearing glasses who is NOT Mark. This is what Jerry said:

“When you see and/or hear Alan perform live in DEVO performance videos or on our records from our heyday it’s somewhat mind-boggling to think that Alan drummed the way he did, when he did. I have flippantly referred to him in interviews as “the human metronome.” It was a comment meant to bequeath giant praise. Clearly his precision and power eclipsed whatever advantages that soulless drum machines can ever offer.”

During his years with DEVO, the band evolved from a live mostly-guitar band to one in which an entire album centered around the Fairlight CMI. And this, um, evolution affected Myers.

“The man who was considered the human drum machine had been pretty much replaced by actual drum machines on Devo’s 1984 album Shout, leaving him creatively disillusioned.”

So he left the band, presaging events nearly 40 years later when humans were replaced by non-humans.

Yeah, I knew I could shove this square peg into Bredemarket’s round hole.

Whoops, MTV won’t allow that.

“The cable channel had a problem with the animated crinkle cut french fry entering the doughnut hole….They really had a problem with the following shot of the woman with an ecstatic look on her face.”

Anyway, here’s a fun video…not a good video. And not “Peek-A-Boo”; that one freaked me out.

Some REAL Tire News

I’ve been talking about the overemphasis on AI in marketing for a long time.

And back in October 2025, I came up with a parallel example:

“Despite its undeniable impact on all of us, artificial intelligence is just a feature. Like the Pentium, or Corinthian leather.

“And it’s a feature that everyone has. Not a differentiator at all.

“To say your software is AI-powered is like an automotive company saying their cars have tires.

Google Gemini.

“How many times do you see Ford or Toyota saying their cars have tires?

“They don’t waste their time talking about something that everyone has.

“And you shouldn’t waste your time talking about your AI feature.”

But people continuously talk about AI anyway. And in parallel, a bunch of free newsletters and not-so-free courses are offering to teach you everything about AI.

So of course I had to go after that market.

Google Gemini.

“But I took the initiative and educated myself about TI. I subscribed to a free weekly newsletter that covered all the aspects of TI in detail. Frank, I’ll Slack you the link and within a week you’ll know more about TI than Ethan!”

In case you missed it, “TI” stands for “tire intelligence.”

But a funny thing happened when I wrote that post.

I linked to a REAL free newsletter on tires.

Tire Review is a real website that offers a variety of free weekly e-newsletters that are all about tires. But for the record, Tire Review does NOT believe that tire intelligence is the nexus of the most significant advance of the last 100 years.

And I ended up subscribing to it, even though I am not in the tire business (although I am a user) and the chances of Bredemarket acquiring a tire client are very low…but not zero.

So without further ado, here’s Bredemarket’s take on tire sidewall stiffness, based upon this Tire Review article.

To understand this, you need to remember that a driver’s connection to the road is based upon the connection between the road and the four (or eighteen) tires (“contact patches”) on the vehicle. These contact patches are essential, a point that Amanda Sorensen makes in another Tire Review article.

“You’re feeling everything in your body, and the craziest part to think about is that at the end of the day, it comes down to the four contact patches that are on the ground and what you’re feeling as the tires are feeding information through the speed of the car.”

Back to the sidewall discussion.

“Most drivers focus on tread design, tread wear or overall tire appearance. However, sidewall stiffness also plays a major role in how a tire feels and performs on the road.”

So what do stiff sidewalls do?

“Tires with greater sidewall stiffness flex less during operation. As a result, the tire reacts more quickly when the driver turns the steering wheel.

“Drivers may notice sharper steering response during lane changes or cornering. Many drivers associate that quicker response with improved control and stability.”

But steering sharpness comes at the expense of comfort. If you want a smoother ride, you need softer sidewalls.

So in the same way that biometric vendors tune their systems to minimize either false positives or false negatives, “[t]ire manufacturers tune sidewall stiffness to match specific driving priorities such as comfort, handling, stability or load support.”

What is YOUR preference?

Heat on the Hardtop. Google Lyria. Previously shared.

My Recent Musical YouTube Shorts…And A Long

You’ve probably gathered that I don’t just post here on the Bredemarket blog.

These are some recent musical shorts—some with Canva-provided music, others with Google Lyria-generated music—that I have posted to YouTube since April.

Product marketer for hire

YouTube.

You’re doing it wrong(TM)

YouTube.

Purchase the Bredemarket ebook

YouTube.

It’s all about the benefits

YouTube.

The precision trap

YouTube.

A heart of bone

YouTube.

Dry to the bone #1

YouTube.

Dry to the bone #2

YouTube.

Tracing the ridge

YouTube.

Sold my name down to Texas

YouTube.

Lost recognition

YouTube.

And a “long”: Technology man (Product marketer for hire)

YouTube.

Heat on the Hardtop

Here’s my new Google Lyria tire intelligence (TI) song, based upon my earlier post “How to Educate Yourself About TI: The Nexus.”

I was unable to create a three-minute version, so I reverted back to the 30-second length.

Heat on the Hardtop. Google Lyria.

Compare to the TI song that I shared earlier.

TI: The Nexus. Google Lyria.

Even Jedis Can Face Ephemeral Challenges

From a recent Identity Jedi post.

“NHI visibility and AI agent visibility feel like the same problem. They’re not. A service account is relatively static. It was created for a purpose, it has credentials, it authenticates to something. You can find it, document it, rotate its credentials, put it in a vault. That’s a solvable problem with existing tooling.

“An AI agent is different in almost every dimension that matters. It’s dynamic. It’s often ephemeral. It doesn’t have a fixed identity. It borrows one, or several. It makes decisions at runtime about what it needs to access. And it operates at machine speed, which means by the time your SIEM fires an alert, the transaction is already done.”

I Had to Ask Why AI-generated Facebook Posts Are So Long

After encountering yet another Facebook post that seemed to go on forever, I asked Google Gemini the “why” question.

But note the last sentence of my prompt.

Why do people who use AI authored text for Facebook posts choose text that is twice as long as it needs to be? Answer succinctly.

Google Gemini’s succinct reply

People generally use overly long AI-generated text for Facebook posts for a few key reasons:

  • The “Default” Bias: Most AI models are trained to be thorough and helpful, so their default output leans verbose. Users often just copy and paste the first result without editing it down.
  • Perceived Value: There is a psychological bias where users feel a longer, more detailed post looks higher-effort, more authoritative, or more “professional,” even if it’s repetitive.
  • Keyword Stuffing: Users sometimes ask the AI to include specific hashtags, emojis, and keywords for algorithmic reach, which naturally inflates the word count.
  • Lack of Curation: Many people using AI for casual social media don’t want to spend time editing, defeating the purpose of using a “shortcut” tool in the first place.

What If BREDEMARKET Put Out YOUR Identity/Biometric Firm’s Fires?

Two weeks ago, I thought it was a mistake to prioritize daily fires over long-term strategic planning. But blog posts are ephemeral (like AI agents) and a conversation with Google Gemini made me realize I had it backward.

Before, sprinkler systems outranked firefighting

On May 12 I wrote a post entitled “Is Your Identity/Biometric Firm Too Busy Putting Out Fires to Install a Sprinkler System?” Its thesis:

“Your identity/biometric firm needs experienced product marketing contract help because you are drowning in work. But because you’re drowning in work you can’t take the time to set up that contract.”

Google Gemini.

I won’t get into the resolution of the post, but note the inherent value judgment contained within the content.

  • Manually putting out fires (NEVER with gasoline) is reactive, displays a lack of planning, and is therefore denigrated.
  • Installing a sprinkler system is proactive, displays a bias toward strategic long-term planning, and is therefore elevated.

So if the prospect takes the time to sign that contract with Bredemarket, I will ensure that the process is as frictionless as possible. I already know the identity/biometric terminology, and Bredemarket’s “seven questions” process removes the need for you to develop a briefing book for me.

Nice and stable, like installing a sprinkler system.

Something that a sage would write.

Let’s look at it again

But then I began asking questions—in this case, with Google Gemini. Not with the distinctive Bredebot persona, but with Gemini’s natural voice. And as I engaged in a messaging and positioning dialogue, Gemini hit me between the eyes with this observation.

“[Bredehoft] notes that many biometric firms are “too busy putting out fires to install a sprinkler system.”

“The “Fire” is an immediate, looming RFP deadline….A consultant like Bredehoft is brought in as an emergency firefighter to secure that short-term win.  

“The “Sprinkler System” is long-term product marketing (building consistent messaging, positioning products, and writing educational white papers)….

“[C]onsulting clients are notoriously reactive. They are far more likely to open their wallets for immediate help with an active proposal than for long-term strategic brand-building.”

Then it hit me.

The firefighter is the GOOD guy.

Google Gemini. The little kid’s admiration is unparalleled.

After, firefighting outranks sprinkler systems

Prospects call in a consultant because they want something yesterday and, as my home page phrases it, “don’t have the time to craft their own content.”

And not just proposal content with money on the line as Gemini explained. Maybe the prospects need a blog post right now; no immediate contract, but invaluable positioning. Or maybe they even need an emergency analysis. (Hey, it could happen.)

When you’re in the middle of a fire, you don’t have time to train a rookie. I already know the identity world, so we can get straight to bailing out your firm.

I will fight your fire, and then maybe later on we can discuss more strategic topics.

But first we need that pesky contract, or the equivalent. (“John, we’ll pay you $500 net 15 for that blog post.”)

But first let’s put out the fire. Contact Bredemarket today to get it done.

And here is a postscript for the kids who don’t know why I was talking about gasoline earlier.

“Cat People (Putting Out Fire).” The Giorgio Moroder version.

Or why right now.

“Right Now.” No David.

How to Make Money From…”.ai”

You probably don’t care about Anguilla…even though you do.

CC BY 3.0. Wikipedia.

Anguilla is a British Overseas Territory in the Caribbean, just north of Saint Martin. Its capital is “The Valley.” The main island is no more than three miles wide at any point, and the population is just a little over 15,000. Originally the site of a Dutch fort, the English first settled there in the 1600s. Allied with Saint Kitts and Nevis for portions of its history, Anguilla became its own territory in 1980, settling into an economy of tourism as well as offshore incorporation.

As today’s internet developed, the practice of assigning two letter codes to country domains also developed. The big boys, like “.us,” got their country codes in 1985. It wasn’t until 10 years later that the territory of Anguilla got its own root level domain—the two letters “.ai.”

But other than Anguillans, no one cared about a domain that sounded like someone emitting a high-pitched scream.

Then they did, when companies became attracted to the domain. Not because of Anguilla itself, but because of artificial intelligence.

Google Gemini.

Anguilla itself does not manage the .ai domain. In 2024, the government signed a five-year agreement with U.S. company Identity Digital for domain management. 2025 registrations brought the country US$85.3 million, providing much of the territory’s revenue.

Now THAT’S the way to make money from AI.