De gast van Traceless runde zo'n twintig jaar een eigen MSP en begon Traceless toen er geen tool bleek te zijn om te controleren wie de helpdesk belt. Over AI bij MSP's als wilde westen, waarom de grote inbraken bij mensen beginnen, stemmen nabootsen met voice AI, en de verificatie-app die Traceless deze week lanceert.
New York, that's it. We are. How's the flight? The flight was great. Yeah. I flew in Yeah. To Redeye on the other New York Wednesday in the first time. So I have had, like, some days to just catch up and be lucky. So what was the thing that stood out the most up until now during the evening? Anything. For me, I just really like the. I think it's As you see in your face right now, there's so much natural light. The food's in the brain. For me, getting in touch with her. We have some people that we know, but it's a it's a whole Zephyr show outside of The US. So for me, that's that's the whole thing. So do you think that the energy community is different here in Europe than it is compared to The US? Absolutely. It's... I mean, you know, Gary Peek has got this interesting analogy that every MSP that's chocolate cake with Emma's recipe is just a little bit different, and so you get to print results. And you might have a certain focus on catering to a certain type of customer or niche. Yeah. I think that there's a lot more regulate that creates different requirements for This piece. Different... Differently to meet the price cost needs. So But I... From what I'm seeing, know, that affects the the dialogue we have with the MSPs. So what do you think that... Because what's the biggest challenge for the MSPs? Biggest challenge. I mean, I think there's always gonna be your classic challenges. If you look at, like, most of the MSP space internationally, it's a solo business owner trying to do so much without middle management. So I think that that's always going to be the struggle. And I think people are trying to understand how to sell AI in a way that makes sense for their own business and their customers. And I think that the renewed needs to be there as well. It's just similar when we move people to the cloud. There's just a lot of... Everyone knew this is what you have to do and this is what you should be doing, but they're still a small business owner that's like, yeah. But I can't organize my files, locally. So, like, what are we gonna... Why am I gonna move to the file? And I think that that's gonna be a similar Yeah. Adoption curve. Yeah. Probably go a little faster. Yeah. So are the are the... Okay. Restoration. No. I I don't... I mean I think we're we're in the industry in security, and we're working on some AI projects, but I don't consider myself in that space. But I think that people are broadly adopting AI for business intelligence, tying in a lot of data sources to kinda come up with more conclusive reporting, and also using it for triage and tier one things. I think that that's where most MSPs are, like, there or starting to get there. And I'd imagine it's... Yeah. Exactly. So let's talk a bit about security because I think AI massively impacts the way what we're doing in the landscape. Yeah. I mean, it's it's interesting because right now, we're definitely in the wild wild west phase. I feel like there's a lot of MSPs also who are taking a lot of liberty to make their own apps or fill in the gaps between tooling, which I think is great. We haven't really seen a big compromise yet, and I hope that we don't. But I feel like that's, that might slow people's adoption. It's like, oh, we didn't think that there was this attack factor and people got hurt. But, you know, that... That's one side. The other side is, like, how are you offering AI security to your customers who want to use something as simple as prompt for their employees? And also, how do we help our customers control which tooling their employees use and don't use. Right? So there could be some, hey, don't put our competitive information in a publicly trained model. Oh, I didn't know that that was a thing, says employee, and how do we help them kind of control that environment? I think that those are some pretty important things that MSPs are trying to focus on, like insecurity. Yeah. So maybe... Because we didn't do a full introduction, right, before we started. So maybe let's let's briefly... If you could explain what what Trace... Traceons does, what would be for your presentation? Yeah. So my history beyond Trace is so relevant to the industry is owning and operating MSP for about twenty years. And that that company is still Okay. Thriving and so I'm I'm kind of in the advisory seat and seeing how that's evolving. And I was on an advisory council for security for ConnectWise and just realized I had some vulnerabilities in my own MSP and couldn't find tooling. Think it was just a common... If you look in the vendor hall, a lot of vendors start because they're like, hey, I can't find this tool, but I think it's useful. And so I started Traceless with Peter to solve how do I know who's calling my help desk and how do I get people passwords. And, what we've evolved to is the the thesis that communication should be secured, and the way that we communicate beyond email has rapidly evolved and continues to evolve. And most of the security comes back to how do I know who I'm talking to in real time? How do I not... How do I transmit sensitive info? Meaning, like, how do I not let Okay. Information that attackers can find just kind of skewed everywhere? And how do I do that in a persistent way from, like, a monitoring data loss prevention case point of Because I think the luminality of security is still very important. Right? And with AI, gets more challenging to actually know who you're talking to and what you're solving. So... Yeah. I mean, I think that that's that's the last mile problem. I mean, it's not gonna... It doesn't matter how many device tooling... This is, you know, like, large breaches. Most of the headline breaches that you're seeing are all starting as socially social engineering attacks which target people. Right? And so a lot of the conversations have been, wow, you have like all this amazing network and endpoint protection and SaaS security, but the humans get trained. Right? And I think that that's a start, but they will always continue to be kind of like the weakest link. And with... We thought this was a problem, and frankly, a lot of the large breaches are not really using voice AI. They're just social engineering people. When you start thinking about the advances of voice AI and the speed at which it can replicate voice, I think this becomes like a broader issue that's not necessarily just an MSP or help desk problem, which is what we're kind of evangelizing this week at PACSADE with the launch of a new product. And what is that? Yeah. So we're launching a very robust verification app where, simply put, you can verify anyone, anywhere, at any time. And I think that this is something that any MSP that's listening can think, oh, is my customer worried about phishing? Is it worry... Are they worried about wire transfer fraud? And we can put help, you know, by putting a safeguard in place where people can trust who they're talking to very easily without, like, a big or hectic time or effort. Yeah. Well, I mean, this problem my mom knows about. Right? This is a similar problem where, you know, she's at the senior center, and they're saying, oh, be careful. Don't trust, like, a phone call from your son asking me for money. Right? And so so the problem is actually democratized in a way where everyone confronts case democracy is narrow. Good. Across the board. I think it will will have a bigger build those? Fortunately, in in the MSP customer center, as voice AI and attack, I guess, become more automated when it's going for the. You just gotta I think the whole topic is still very unreasonable. Right? Because I'm really talking. I'm like Oh, ****. I I don't think that people like me. No. Know that that that they're vulnerable like this. Yeah. Yeah. It's... I mean, it's tough. Like It sucks. It's tough selling security in the way that... And I think this will resonate with anyone that must be listening that, like This year, we're caps and I mean, this is the same. Hey. You should back up your computer. Oh, I don't need backup. Right? Okay. I've been using every Okay. Now backups. You should do this. You should do AV. I don't need the... Okay. I need AV. Okay. AV is no longer good. You need, MDR. I don't want MDR. I need MDR. And I think that the hard part about security, it's kind of like people Really? Don't think that the problem will happen to them. So this is a problem that is happening now to people. And it is... I think your response is pretty accurate to us speaking to MSPs and our customers saying, yeah. This is pretty obvious. Right? So we hope that people... That we can help with that. And that's why we started Traceless is to kind of, like, secure one company at a time.
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