It used to be the case that we mostly proved our identity by offering up a piece of paper. Perhaps that seems silly now — at least a little. In the digital age, that is definitely no longer the situation — and for good reason. Right now, we have difficulties of our own. Today, our digital information seems like it is everywhere and available for anyone to access, whether they are well intentioned or not. Because there is so much information, it’s becoming increasingly difficult to prove who someone actually is or is not. Through the use of A.I., Persona answers the fundamental question: Are you who you say you are? Rick Song is the CEO and Co-Founder of Persona, and he believes removing humans from the verification process is part of the solution.

Main Takeaways:

• Identity Service Tools: Building identity infrastructure can be incredibly challenging for companies if that is not their area of expertise. Rather than having to create that structure from scratch, integrating an A.I. platform can make identity verification much easier. Using A.I. technology increases speed, privacy, and specificity.
• Tailoring to Companies and People: Many companies and people suffer due to lack of trusted identity services geared directly for them. Companies typically have difficulty identifying their customers. Through the use of A.I. technology, customers can be reached that historically have not had access to important resources.
• Learning to Sell: It’s definitely not easy transitioning from engineering to selling. Good friends, mentors, practice, and lots of honesty help. Focusing on the customer rather than what the company does is the key. Find what the customer cares about and hone in on that. 

---

IT Visionaries is brought to you by the Salesforce Platform - the #1 cloud platform for digital transformation of every experience. Build connected experiences, empower every employee, and deliver continuous innovation - with the customer at the center of everything you do. Learn more at salesforce.com/platform