Identity authentication in the world today is full of friction, and is transactional in nature. Which means, we only ask people to prove who they are when we really need it for security purposes. What if we could make it frictionless and persistent, so that it requires virtually no effort on the user's part? This talk explores how new advances in persistent trusted identity are opening up a world of applications beyond security and into the Internet of Things, to enable hyper-personalized user experiences.