Hi @rayishome,
Power BI Embedded will continue to use Azure AD for authentication of the master user (a designated Power BI Pro licensed user), authenticating the application inside Power BI.
However the authentication and authorization of the application users will be implemented by the ISV, so the ISV can implement their own authentication for their applications. Here is a good video about how to manage authentication and authorization for Power BI Embedded for your reference. 
Regards
Hi @rayishome,
Power BI Embedded will continue to use Azure AD for authentication of the master user (a designated Power BI Pro licensed user), authenticating the application inside Power BI.
However the authentication and authorization of the application users will be implemented by the ISV, so the ISV can implement their own authentication for their applications. Here is a good video about how to manage authentication and authorization for Power BI Embedded for your reference.
Regards
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