Persona, a startup specializing in identity verification, is helping companies like OpenAI, LinkedIn, and Reddit authenticate millions of users amidst growing challenges posed by AI bots. Recently, Persona secured $200 million in fresh funding from top venture capital firms. Bots already account for about 50% of internet traffic, a figure expected to rise to 90% by 2030 due to the increasing use of AI agents for routine tasks. This poses significant challenges for businesses, including online retailers, banks, and social networks, which must distinguish between legitimate and malicious bots. Traditional methods like CAPTCHAs are no longer effective against advanced AI models. Persona employs a variety of techniques, such as photo ID uploads, selfies, and liveness tests, to verify identities. It also uses machine learning to detect risk signals based on user behavior and location. Founded in 2018, Persona now serves 3,000 companies and recently raised $200 million in Series D funding, valuing the company at $2 billion. Despite challenges like lawsuits over data privacy, Persona continues to innovate in the identity verification space.
— new from Forbes