As governments increasingly digitise environmental reporting, organisations must exchange trusted information across complex supply chains involving waste producers, carriers, brokers, treatment facilities and regulators.

The UK's new Digital Waste Tracking service is one of the first national examples of this shift.

For more than twenty years, digital advertising has relied on predicting what people might want. Cookies, browsing history, location data and behavioural profiling have all attempted to infer intent after the fact.

AI changes this model completely.