“I said therefore unto you, that ye shall die in your sins: for if ye believe not that I am he, ye shall die in your sins. Then said they unto him, Who art thou? And Jesus saith unto them, Even the same that I said unto you from the beginning. I have many things to say and to judge of you: but he that sent me is true; and I speak to the world those things which I have heard of him. They understood not that he spake to them of the Father. Then said Jesus unto them, When ye have lifted up the Son of man, then shall ye know that I am he, and that I do nothing of myself; but as my Father hath taught me, I speak these things.” (John 8:24-28, KJV).
Many cults, for instance JW's, Unitarians and Chrsitadelphians will all deny that the Son is the eternal 'I AM' (YHWH), and will instead will rather affirm a created Son who comes into existence at a point in time and who doesn't possess any divine attributes as the Son.
Most Branhamites whom I've met however, will try and get around this verse, by claiming that “Jesus” is the “I AM,” by which they only mean that God the Father, whom the call “Jesus” is YHWH the one true God. This is easily resolved by reading from verse 16 onto verse 28. For at verse 16 the Son speaks, and says; “I am not alone, but am with the Father who sent me.” Then at verse 28 the Son is still speaking when he identifies himself as the “Son of Man.” Thus the speaker for this entire passage is the Son of Man, and not God the Father.
So
John 8:24 clearly states that if a peson does not beleive that the SON IS THE "I AM" (EGO EIMI) then that person is not saved, cannot be saved and will die in their sins.