The power, the sakti, of maya is binary. One power projects, creates. This is called viksepa sakti.
And the zero counterpart is veiling. This is called avarana sakti. Dayananda calls this duality the maya code.
But in maya, there's a third power: jnanam sakti. Jnanam is opposed to the veiling power of avarana.
Believing one is a person (I am a samsari) is the veiling of knowledge and projection of ignorance.
The ‘I am’ may be there, but ‘I am brahman’ is the mahavakya of jnanam, the true power of knowledge.