What secrets are driving the surge in identity security funding

Identity management attracts significant investment as startups secure over $300 million, and a major eyeball-scanning service launches in the U.S. Persona leads a Series D funding round with $200 million to enhance identity verification tools amid rising AI trends. Veza follows with $108 million in Series D funding, focusing on identity security tailored for an AI-dominant environment. The U.S. launches World, co-founded by Sam Altman, offering iris scan-based identity verification across five locations, raising $244 million to develop tech that distinguishes humans from AI. Numerous identity security startups garner substantial investments, with Aura raising over $660 million and Semperis close to $500 million. Public interest grows, evident in Okta’s $20 billion market cap and CyberArk’s $17 billion valuation. The identity management market projects to exceed $24 billion this year, driven by remote work and cloud reliance. Anticipated growth in biometric authentication takes shape as AI bot traffic is expected to represent around 90% of online activity by the decade's end, creating challenges for businesses to identify genuine users versus malicious bots.

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