skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Introduction

In a series of reports, we cut through the hype to assess the prospects for intelligent agents in consumer commerce. This report examines the commercial opportunities and challenges presented by intelligent agents and business model considerations.

Highlights

  • As the AI capabilities of intelligent agents improve, so will their ability to leverage more granular data insights to understand how and why people use services, and their anticipated needs and intent.
  • As the AI capabilities of intelligent agents improve, so will their ability to leverage more granular data insights to understand how and why people use services, and their anticipated needs and intent.
  • AI can be a force for good in the security domain, but in the intelligent agent context it can also raise new challenges, notably by making phishing attacks more sophisticated and difficult to detect.

Features and Benefits

  • Assesses the commercial prospects for digital assistants and chat bots across advertising, payments, and customer services.
  • Explains important business model considerations affecting chat bots and digital assistants in digital commerce.

Key questions answered

  • How can I make money from digital assistants and chat bots?
  • What is the best way to advertise using chat bots and digital assistants?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Advertising and marketing

  • Deeper contextual, precision targeting
  • Interactivity and personalized engagement
  • Supercharged search and recommendation

Customer services

  • Customer service chat bots have great potential…
  • …but should not be viewed as low-hanging fruit

Payments

  • Payments are in the early phase for most intelligent agents

Business model considerations

  • Embedded intelligent assistants can help in device sales
  • Subscription models
  • Advertising models

Issues and challenges

  • Advertising via intelligent agents could be highly intrusive
  • Privacy issues
  • Security issues
  • Conversational interfaces must be properly thought through
  • The returned results challenge
  • Contractual issues
  • Brands could lose out in the conversation
  • Fulfillment

Appendix

  • Methodology
  • Further reading
  • Author

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at ClientServices@ovum.com

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now