4.6 • 12 Ratings
🗓️ 5 May 2025
⏱️ 5 minutes
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Persona helps companies like OpenAI, LinkedIn and Reddit verify the identities of millions of users at a time when AI agents have made it increasingly difficult to do so. Now, it has $200 million in fresh funding from top VC firms.
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0:00.0 | Here's your Forbes Daily Briefing for Monday, May 5th. Today on Forbes, AI is making the internet's |
0:08.4 | bot problem worse. This $2 billion startup is on the front lines. The internet is drowning |
0:15.8 | in bots. They already make up about 50% of all internet traffic, a number that's poised to skyrocket |
0:22.0 | to 90% by 2030 as people start using so-called AI agents to do mundane internet tasks on their |
0:28.5 | behalf, like open accounts, shop for shoes, buy tickets, and order food. |
0:34.2 | It's a huge problem for companies. |
0:37.0 | Online retailers don't want bots to scoop up coveted |
0:39.5 | products faster than any human could. Banks need to make sure fraudsters aren't able to take |
0:44.5 | over accounts, and social networks want to keep out impersonators. Nor do they want to prevent |
0:50.2 | the growing number of good bots from doing what their owners intend. |
0:57.6 | Throw artificial intelligence into the mix, and it gets worse. |
1:03.6 | Old school bot detection techniques like CAPTCHAs, where users are asked to select squares that contain a motorcycle or decipher a scrambled word to prove their humans, are simply no |
1:08.8 | match for sophisticated models. |
1:15.2 | And AI has also made it magnitudes easier to mimic a person's voice, |
1:19.8 | spoof their face, and create fake IDs, according to Rick Song, |
1:24.4 | co-founder and CEO of Identity Verification Platform, Persona. |
1:28.4 | Song, who is 34 years old, told Forbes, quote, |
1:31.1 | maybe this constant distinguishing of, |
1:34.0 | is this a bot or not, is kind of a pointless distinction that may not make sense anymore. |
1:36.3 | The real question is just who's behind the AI |
1:38.6 | and what's their intent. |
1:41.4 | Making sure that a user is who they say they are |
... |
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