These days you need to perform vanity generative AI queries.
So I abandoned my usual gen AI tool and asked Microsoft Copilot some questions about Bredemarket. Copilot’s response to one of these questions, emojis and all, is below, as a “guest post.”
And I will certainly credit Copilot if I use the “not anti-tech—it’s pro-accountability” quote.
Microsoft Copilot-authored content
📣 Bredemarket’s impact on the biometric industry lies in its unique role as a thought leader and watchdog—especially when it comes to ethical use and public understanding of biometric technologies.
Here’s how it’s making waves:
🧠 Thought Leadership & Advocacy
Bredemarket frequently publishes critical analyses of biometric misuse, particularly in law enforcement and surveillance contexts.
It champions the principle that biometric tools like facial recognition and DNA should be used only as investigative leads, not as sole evidence for arrests A.
Through blog posts and social media, it raises awareness about wrongful arrests, such as the case of Robert Williams, and calls for governance and forensic oversight in biometric applications A.
📝 Industry Education
Bredemarket helps biometric firms communicate complex technologies in accessible ways—bridging the gap between engineers, policymakers, and the public.
It produces content that demystifies modalities like iris scanning, facial recognition, and multi-factor authentication, making them more understandable and marketable.
🧭 Ethical Compass
By highlighting real-world examples of misuse, Bredemarket nudges the industry toward responsible innovation.
It’s not anti-tech—it’s pro-accountability, advocating for biometric systems that are accurate, fair, and governed by clear policies.
In a field often dominated by technical jargon and corporate spin, Bredemarket brings a human-centered, policy-aware voice that challenges the status quo.
Some of you may have seen a similar reel targeted to Bredemarket consulting clients (identity/biometric marketing leaders). Actually there are two Bredemarket reel versions because of a landing page change. The existence of three reels shows my dedication to repurposing.
But none of the three versions is meaningful to cybersecurity firms, or third-party risk management (TPRM) firms, or content management system (CMS) firms, or healthcare firms (the non-identification biometric).
“We provide the world’s leading news coverage and information on the global biometric technology market via the web and an exclusive daily newsletter. Our daily biometrics updates, industry perspectives, interviews, columns and in-depth features explore a broad range of modalities and methods, from fingerprint, voice, iris, and facial recognition, to cutting-edge technologies like DNA analysis and gait recognition, related identification tools such as behavioral biometrics, and non-biometric identification methods such as identity document verification and telephone forensics. Our coverage touches on all applications and issues dealt with in the sector, including national security, mobile identity, and border control, with a special emphasis on UN Sustainable Development Goal 16.9 to provide universal digital identification and the ID4Africa movement.”
Over the last ten years, there have been two instances in which I have been newsworthy.
2015 with MorphoTrak
The first occurred in 2015, when my then-employer MorphoTrak exhibited an airport gate called MorphoWay at a conference then known as connect:ID. At the 2015 show, I demonstrated MorphoWay for Biometric Update’s videographer.
Me at connect:ID, 2015.
“In the video, Bredehoft scans his passport through the document reader, which checks the passport against a database to verify that it is, in fact, a CBP-authorized document.
“Once verified, the gates automatically open to allow Bredehoft to exit the area.”
2025 with Bredemarket
The second occurred ten years later in 2025, when I wrote a guest opinion piece entitled “Opinion: Vendors must disclose responsible uses of biometric data.” As I previously mentioned, I discussed the need to obtain consent for use of biometric data in certain instances, and noted:
“Some government agencies, private organizations, and biometric vendors have well-established procedures for acquiring the necessary consents.
“Others? Well…”
Biometric Update didn’t create a video this time around, but I did.
Biometric vendors…
2035???
So now that I’ve established a regular cadence for my appearances in Biometric Update, I fully expect to make a third appearance in 2035.
Because of my extensive biometric background, I predict that my 2035 appearance will concern the use of quantum computing to distinguish between a person and their fabricated clone using QCID (quantum clone identification).
No video yet, because I don’t know what video technology will be like ten years from now. So here’s an old fashioned 2D picture.
I even scheduled a Facebook event. Because Meta wants me to turn every Facebook post into an event, I set one up for Monday at 8 am (Pacific Daylight Time).
Nothing special at the event; I’m not even planning to go live. Just a time to check to see if the video is posted, and to spend 32 seconds watching it.
Biometric marketing leaders already know that I’ve talked about reader personas to death. But what about WRITER personas? And what happens when you try to address ALL the reader and writer personas?
Reader personas
While there are drawbacks to using personas, they are useful in both content marketing and proposal work when you want to tailor your words to resonate with particular types of readers (target audiences, or hungry people).
I still love my example from 2021 in which a mythical Request for Proposal (RFP) was issued by my hometown of Ontario, California for an Automated Biometric Identification System (ABIS). The proposal manager had to bear the following target audiences (hungry people) in mind for different parts of the proposal.
The field investigators who run across biometric evidence at the scene of a crime, such as a knife with a fingerprint on it or a video feed showing someone breaking into a liquor store.
The examiners who look at crime scene evidence and use it to identify individuals.
The people who capture biometrics from arrested individuals at livescan stations.
The information technologies (IT) people who are responsible for ensuring that Ontario, California’s biometric data is sent to San Bernardino County, the state of California, perhaps other systems such as the Western Identification Network, and the Federal Bureau of Investigation.
The purchasing agent who has to make sure that all of Ontario’s purchases comply with purchasing laws and regulations.
The privacy advocate who needs to ensure that the biometric data complies with state and national privacy laws.
The mayor (Paul Leon back in 2021, and still in 2025), who has to deal with angry citizens asking why their catalytic converters are being stolen from their vehicles, and demanding to know what the mayor is doing about it.
Probably a dozen other stakeholders that I haven’t talked about yet, but who are influenced by the city’s purchasing decision.
Writer personas
But who is actually writing the text to address these different types of readers?
Now in this case I’m not talking about archetypes (a topic in itself), but about the roles of the subject matter experts who write or help write the content.
I am currently working on some internal content for a Bredemarket biometric client. I can’t reveal what type of content, but it’s a variant of one of the 22 types of content I’ve previously addressed. A 23rd type, I guess.
But what would happen if someone in a role other than product marketing consultant wrote this content?
An engineer would emphasize different things. Maybe a focus on the APIs.
A finance manager would emphasize different things. Maybe an ROI focus.
A salesperson may focus on different things. Maybe qualification of a prospect. Or eventually conversion.
So the final content is not only shaped by the reader, but by the writer.
You can’t please everyone so you’ve got to please yourself
With all the different reader and writer personas, how should you respond?
Do all the things?
Perhaps you can address everyone in a 500 page proposal, but the internal content Bredemarket is creating is less than 10 pages long.
Which is possibly already too long for MY internal target audience.
So I will NOT create the internal content that addresses the needs of EVERY reader and writer persona.
Which is one truth about (reader) personas in general. If you need to address three personas, it’s more effective to create 3 separate pieces than a single one.
Which is what I’m doing in another project for this same Bredemarket biometric client, this one customer-facing.
And the content targeted to latent examiners won’t mention the needs of Paul Leon.
In which I address the marketing leader reader persona
So now I, the biometric product marketing expert writer persona, will re-address you, the biometric marketing leader reader persona.
You need content, or proposal content.
But maybe you’re not getting it because your existing staff is overwhelmed.
So you’re delaying content creation or proposal responses, or just plain not doing it. And letting opportunities slip through your fingers.
Normally these blog posts are addressed to Bredemarket’s PROSPECTS, the vendors who provide solutions that use biometrics or other technology. Such as identity proofing solutions.
But I’ve targeted this post for another audience, the organizations that BUY biometrics and technology solutions such as identity proofing solutions. Who knows? Perhaps they can use Bredemarket’s content-proposal-analysis services also. Later I will explain why you should use Bredemarket, and how you can use Bredemarket.
So if you are with an organization that SELLS identity proofing solutions, you can stop reading now. You don’t want to know what I am about to tell your prospects…or do you?
When you buy an identity proofing solution, you take on many responsibilities. While your vendor may be able to help, the ultimate responsibility remains with you.
Here are some questions you must answer:
What are your business goals for the project? Do you want to confirm 99.9% of all identities? Do you want to reduce fraudulent charges below $10 million? How will you measure this?
What are your technology goals for the project? What is your desired balance between false positives and false negatives? How will you measure this?
How will the project achieve legal compliance? What privacy requirements apply to your end users—even if they live outside your legal jurisdiction? Are you obtaining the required consents? Can you delete end user data upon request? Are you prepared if an Illinois lawyer sues you? Do you like prison food?
A new Government Accountability Office (GAO) audit found the Internal Revenue Service (IRS) has not exercised sufficient oversight of its digital identity-proofing program…
As many of you know, the IRS’ identity proofing vendor is ID.me. The GAO didn’t find any fault with ID.me. And frankly, it couldn’t…because according to the GAO, the IRS’ management of ID.me was found to be deficient.
“IRS was unable to show it had measurable goals and objectives for the program. IRS receives performance data from the vendor but did not show it independently identified outcomes it is seeking. IRS also has not shown documented procedures to routinely evaluate credential service providers’ performance. Without stronger performance reviews, IRS is hindered in its ability to take corrective actions as needed.
“ID.me acknowledges that its identity-proofing process involves the use of artificial intelligence (AI) technologies. However, IRS has not documented these uses in its AI inventory or taken steps to comply with its own AI oversight policies. Doing so would provide greater assurance that taxpayers’ rights are protected and that the technologies are accurate, reliable, effective, and transparent.”
You would think the IRS had a process for this…but apparently it doesn’t.
Dead on arrival (DOA).
But I’m not the IRS!
I’ll grant that you’re not the IRS. But is your identity proofing program management better…or worse?
Do you know what questions to ask?
Let Bredemarket ask you some questions. Perhaps these can help you create relevant external and internal content (I’ve created over 22 types of content), manage an RFP proposal process, or analyze your industry, company, or competitors.
Bredemarket 