Explore a 36-minute conference talk from RSA Conference that delves into the application of Zero Trust principles to consumer identities. Learn about the challenges and lessons learned in balancing user experience, protection, and fraud prevention for billions of users. Discover how introducing friction can help detect and prevent malicious actors while maintaining business growth. Gain insights from a real-life case study presented by Shinesa Cambric, Principal Product Manager at Microsoft, as she unveils the truth about implementing Zero Trust in consumer-facing environments.