If you enjoy confusion, consider the distinction between tracking customer identity and verifying it.  Tracking is what marketers do with cookies and device IDs; verification is customers proving who they are with passwords and biometrics.  The two worlds are merging as marketers ask customers to identify themselves in exchange for personalized experiences.   This Jumio infographic finds 57% of customers “constantly” or “often” verify their identities and 80% favor brands with good verification methods.

Here’s a new buzzword for your Bingo card: “agentic AI”, which describes systems that act by themselves rather than in response to a prompt.  Salesforce was all over the concept last week, announcing its Agentforce collection.  According to the company, it replaces the “now-outdated copilots and chatbots” with agents “operating autonomously, retrieving the right data on demand, building action plans for any task, and executing these plans without requiring human intervention.”