Do You Know Your Customers?
Copyright 123RF

Do You Know Your Customers?

Guy Huntington Guy Huntington

Guy Huntington

Trailblazing Human and Entity Identity & Learning Visionary - Created a new legal identity architecture for humans/ AI systems/bots and leveraged this to create a new learning architecture

发布日期: 2020年5月13日
+ 关注

December 27, 2023 update - I strongly suggest readers skim “How Do I Trust Entities??? Different Levels of Identity & Credential Assurance - A Thought Paper”.

June 13, 2023 update - I strongly advise readers to skim these recent articles:

Ad Fraud Costs Advertisers Money.

Note: This article was written not quite two years ago. However, what it says still hold true. I've gone through the article and updated it.

In September of 2019 Marketing Week stated:

"Britain had the 14th highest ad fraud rate in the world at 11% in the second quarter, behind Australia (30%), the US (19%) and India, which has the highest rate of ad fraud globally (39%)" and "In-app fraud is three times higher than the web, with more than a third (36.2%) of mobile in-app programmatic video listed as IVT".

How much does this mean in dollars? In Forbes' February article of this year "‘More Money Than Drugs:’ A Deep Dive Into Ad Fraud" it states:

"Estimates on how much ad fraud costs are all over the map. Juniper Research says that digital ad spend will hit $520 billion by 2023. But Juniper also says the fraudulent component of that spent hit $42 billion last year. With these kinds of numbers, you know it’s not just script kiddies in a basement somewhere."

Quoting Traffic Guard COO Luke Taylor, the article states "One in three clicks in pay-per-click display advertising is fraudulent..."

Rethinking Identity and Business Selling to People

Let's use Jane Doe, in the not so distant future, using a new form of legal identity to illustrate this. I'll use Park Royal Mall, where I live in West Vancouver, BC, Canada, as the example.

Jane Doe has her SOLICT (Source of Legal Identity & Credential Truth), which she controls, containing her legal identity information, her forensic biometrics, her credentials and all consent agreements.

This in turn feeds her LSSI (Legal Self-Sovereign Identity) devices, which could be one or more of the following:

  • Legal physical ID card
  • Digital legal application
  • Biometrically tied wristband containing her legal identity
  • Chip inserted into her containing her legal identity

All operating to global standards. These allow her to choose to legally:

  • Identify herself as a human and either above or below age of consent, anonymously
  • Release portions of her legal identity, with her consent. This could range from gender, age, legal name, city, address, etc.

Jane's walking down the mall, wearing AI/AR glasses/contact lenses.

She also has her own PIAM (Personal Identity Access Manager), which she's pre-configured in advance. She's blocking out most advertisements, except those from women's clothing stores. For the clothes retailers, she's going to send them an anonymous legal identity plus her gender, body size, style preferences and price ranges.

As she comes near Lululemon (a popular clothing chain), her PIAM automatically agree to her consent with Lululemon to send data to the store. The consent agreement is automatically stored in Jane's SOLICT. In Jane's glasses as she walks by, she sees a customized ad for her, in her price range, showing her in suggested clothes. Jane keeps walking.

She comes up on Aritzia, Jane's favorite clothing store. She's pre-configured her PIAM to send her identity, along with her permission to call up her past retail history, as well as every time she's walked by the store. As above, the consent agreement is automatically stored in Jane's SOLICT. Aritzia now knows it's Jane, understands exactly what she likes, using all their past behavioral/biometric data, creating a highly customized ad for her.

Change What Advertisers Pay For

Now let's have Jane using her smartphone to read news, shop, socialize, etc. As she's reading the news, she sees an advertisement from a restaurant she's interested in. She'll have configured her PIAM to only release she's a human. The advertiser now knows she's a human. However, this doesn't stop click bot farms from hiring people to send their anonymous legal SSI. So, the restaurant pays less for this type of click.

The ad might be tailored, changing to offering Jane a 15% discount if she releases the city of her legal address. She accepts and the advertiser pays more for the ad.

The ground rules for criminals to operate in just changed. It stops this from happening stated in the Forbes article, i.e. "The average individual ad fraudster makes $5-20 million dollars a year. The average ad fraud corporation pulls “many multiples of that”.

To make all the above magic happen, I suggest readers skim this paper, "Rethinking Human Legal Identity".

Then There's Rapidly Emerging Smart Virtual Selves and Digital Twins to Consider

In this thought paper "Digital Twins/Virtual Selves, Identity, Security & Death" , I dive into the rapidly emerging world of digital selves. It doesn't take much imagination to see a world, a few years from now, where corporations and advertisers are dealing with, and/or selling to, these types of identities acting on behalf of a person. "How is a corporation going to know who they're dealing with and have legal recourse if it's not them?"

Answer: Where the risk warrants it, we need to create a new civil registration vital statistics system able to register digital twins/virtual selves and tie them to the legal identity. That's what the "Rethinking Human Legal Identity" paper discusses.

Now Consider the Emerging Metaverse

Jane Doe can be shopping at Park Royal Mall in the metaverse. This is something like science fiction when I was growing up! Skim these articles to see what's coming your marketing way:

AI Systems and Bots

In the paper, "Artificial Intelligence & Legal Identification", it addresses the rapidly emerging world of AI systems and bots. These are already being used by criminals to masquerade as us. Further, as described on pages 6-7, AI systems can legally own LLC's (Limited Liability Corporations). Thus, how's a business, government or person going to be able to know who they're actually dealing with?

Answer: Depending on risk, these entities also require legal identity registration. I suggest readers skim this paper:

The Time Has Arrived to Rethink Identity & Advertising

The amount of ad fraud is truly staggering. My premise is we need to rethink the underling legal identity system, giving people, advertisers, enterprises and governments, a new legal toolkit, able to reduce identity fraud, ad fraud, et al. It's time to change.

About Guy Huntington

I'm an identity trailblazing problem solver. My past clients include Boeing, Capital One and the Government of Alberta's Digital Citizen Identity & Authentication project. Many of my past projects were leading edge at the time in the identity/security space. I've spent the last eight years working my way through creating a new legal identity architecture and leveraging this to then rethink learning.

I've also done a lot in education as a volunteer over my lifetime.?This included chairing my school district's technology committee in the 90's - which resulted in wiring most of the schools with optic fiber, behind building a technology leveraged school, and past president of Skills Canada BC and Skills Canada.

I do short term consulting for Boards, C-suites and Governments, assisting them in readying themselves for the arrival of AI systems, bots and AI leveraged, smart digital identities of humans.

I've written LOTS about the change coming. Skim the?over 100 LinkedIn articles?I've written,?or my webpage?with lots of papers.

Quotes I REALLY LIKE!!!!!!:

  • We cannot solve our problems with the same thinking we used when we created them” – Albert Einstein
  • “Change is hard at first, messy in the middle and gorgeous at the end.” – Robin Sharma
  • “Change is the law of life. And those who look only to the past or present are certain to miss the future” – John F. Kennedy

Reference Links:

An Identity Day in The Life:

My Message To Government & Industry Leaders:

National Security:

Rethinking Legal Identity, Credentials & Learning:

Learning Vision:

Creativity:

AI Agents:

Architecture:

AI/Human Legal Identity/Learning Cost References

领英推荐

AI Leveraged, Smart Digital Identities of Humans:

CISO's:

Companies, C-Suites and Boards:

Legal Identity & TODA:

Enterprise Articles:

Rethinking Enterprise Architecture In The Age of AI:

LLC's & AI:

Challenges With AI:

New Security Model:

DAO:

Kids:

Sex:

Schools:

Biometrics:

Legal Identity:

Identity, Death, Laws & Processes:

Open Source:

Notaries:

Climate Change, Migration & Legal Identity:

"Human Migration, Physical and Digital Legal Identity - A Thought Paper”

Fraud/Crime:

Behavioral Marketing:

AI Systems and Bots:

Contract Law:

Insurance:

Health:

AI/AR/VR Metaverse Type Environments:

SOLICT:

EMP/HEMP Data Centre Protection:

Climate:

A 100,000-Foot Level Summary Of Legal Human Identity

  • Each person when they’re born has their legal identity data plus their forensic biometrics (fingerprints, and later when they can keep their eyes open – their iris) entered into a new age CRVS system (Civil Registration Vital Statistics - birth, name/gender change, marriage/divorce and death registry) with data standards
  • The CRVS writes to an external database, per single person, the identity data plus their forensic biometrics called a SOLICT “Source of Legal Identity & Credential Truth).?The person now controls this
  • As well, the CRVS also writes to the SOLICT legal identity relationships e.g. child/parent, cryptographically linking the SOLICTs.?So Jane Doe and her son John will have cryptographic digitally signed links showing their parent/child.?The same methodology can be used for power of attorney/person, executor of estate/deceased, etc.
  • The SOLICT in turn then pushes out the information to four different types of LSSI Devices “Legal Self-Sovereign Identity”; physical ID card, digital legal identity app, biometrically tied physical wristband containing identity information or a chip inserted into each person
  • The person is now able, with their consent, to release legal identity information about themselves.?This ranges from being able to legally, anonymously prove they’re a human (and not a bot), above or below age of consent, Covid vaccinated, etc.?It also means they can, at their discretion, release portions of their identity like gender, first name, legal name, address, etc.
  • NOTE: All consents granted by the person are stored in their SOLICT
  • Consent management for each person will be managed by their PIAM “Personal Identity Access Management) system.?This is AI leveraged, allowing the person, at their discretion, to automatically create consent legal agreements on the fly
  • It works both locally and globally, physically and digitally anywhere on the planet
  • AI systems/bots are also registered, where risk requires it, in the new age CRVS system
  • Governance and continual threat assessment, is done by a new, global, independent, non-profit funded by a very small charge per CRVS event to a jurisdiction to a maximum yearly amount.

A 100,000-Foot Level Summary Of The Learning Vision:

  • When the learner is a toddler, with their parents’ consent, they’ll be assessed by a physical bot for their learning abilities.?This will include sight, sound, hearing and smell, as well as hand-eye coordination, how they work or don’t work with others, learning abilities, all leveraging biometric and behavioral data
  • All consents given on behalf of the learner or, later in the learner’s life by the learner themselves, are stored in the learner’s SOLICT “Source of Legal Identity & Credential Truth”
  • This is fed into a DLT “Digital Learning Twin”, which is created and legally bound to the learner
  • The DLT the produces its first IEP “Individualized Education Plan”, for the learner
  • The parents take home with them a learning assistant bot to assist the learner, each day, in learning.?The bot updates the DLT, which in turn continually refines the learner’s IEP
  • All learning data from the learner is stored in their LDV “Learner Data Vault”
  • When the learner’s first day of school comes, the parents prove the learner and their identities and legal relationship with the learner, via their LSSI devices (Legal Self-Sovereign Identity)
  • With their consent, they approve how the learner’s identity information will be used not only within the school, but also in AI/AR/VR learning environments
  • As well, the parents give their consent for the learner’s DLT, IEP and learning assistant bot to be used, via their PIAM (Personal Identity Access Management) and the learner’s PIAM
  • The schools LMS “Learning Management System” instantly takes the legal consent agreements, plus the learner’s identity and learning information, and integrates this with the school’s learning systems
  • From the first day, each learner is delivered a customized learning program, continually updated by both human and AI system/bot learning specialists, as well as sensors, learning assessments, etc.
  • All learner data collected in the school, is stored in the learner’s LDV
  • If the learner enters any AI/AR/VR type learning environment, consent agreements are created instantly on the fly with the learner, school, school districts, learning specialists, etc.?
  • These specify how the learner will be identified, learning data use, storage, deletion, etc.
  • When the learner acquires learning credentials, these are digitally signed by the authoritative learning authority, and written to the learner’s SOLICT.
  • The SOLICT in turn pushes these out to the learner’s LSSI devices
  • The learner is now in control of their learning credentials
  • When the learner graduates, they’ll be able, with their consent, to offer use of their DLT, IEP and LDV to employers, post-secondary, etc.?This significantly reduces time and costs to train or help the learner learn
  • The learner continually leverages their DLT/IEP/LDV until their die i.e., it’s a lifelong learning system
  • IT’S TRANSFORMATIONAL OVER TIME, NOT OVERNIGHT

?



Brandon Na

Ex-Amazon | SEO, PPC & SSAT Master

4 年

Look very forward to continuing our conversations. You're quite brilliant sir.

赞
回复
Steve Warne

Senior Director of Product Marketing

4 年

Another good article Guy Huntington depicting a potentially scary future. Given that the world does not seem able to cooperate to deliver a concerted response to the pandemic, can you really see a united global legal process to protect identities? Will it take a major identity crisis to provoke such a response?

赞
回复
查看更多评论

要查看或添加评论，请登录

Guy Huntington的更多文章

社区洞察

其他会员也浏览了