The Internet of Behavior (IoB), a translation of the Internet of Behavior, was considered by a Gartner study as one of the most relevant technological trends. The consultancy predicts that, by 2023, the individual activities of 40% of the global population will be digitally tracked to influence human behavior.
IoB is similar to another emerging technology: the Internet of Things ( IoT ). But, unlike the IoT, it is interested in subsidizing the analysis of another element: behavior. While the IoT works on the connection of devices in a network, the IoB captures the action of people to, based on data analysis, generate solutions to influence behavior. A simple example of the use of IoB is in the recommendation system of the streaming platform Netflix, which suggests relevant content to the user based on their previous choices. Thus, the relevance of IoB lies not only in analyzing behavior but in stimulating psychological variables to influence a given outcome.
Therefore, the internet of behavior is also an essential tool for CIOs to create internal and external solutions in a much more personalized way. For example, through artificial intelligence (AI), combined with IoT and IoB, it is possible to identify the most productive period of employees and trigger incentives at the time of low productivity to influence them according to the desired set of operational parameters. Understand below the concept’s origin, the possible applications for the Industry, and some challenges in the scenario of behavior analysis via data.
Origin Of The IoB Concept
It is understood that IoB united behavioral science with existing disruptive technologies, such as IoT, AI, big data, and cloud, among others. In other words, through data captured from simple online browsing to technologies such as computer vision, facial recognition, and virtual reality, it is possible to understand human behavior patterns, analyze them, and stimulate actions to achieve some expected result.
The Importance Of The Internet Of Behavior (IoB) For Industry
IoB allows for much more complete integration between the data provided by the IoT, promoting better and more accurate decisions. Such as monitoring workers to identify when someone is tired or below productivity and analyzing whether the equipment is working correctly. The analysis can support actions to improve the production flow and the well-being of employees.
This way, CIOs in this segment can optimize industrial processes and improve product quality with a personalized and individualized view of all those involved in the operation.
To highlight the importance of the Internet of Behavior in the Industry, we can divide its impacts into two fronts: in internal processes and externally, that is, in the relationship between the Industry and the end customer.
IoB In Internal Productivity Management
Through the Internet of Behavior, CIOs and IT managers can measure professionals’ productivity and even ensure they comply with security protocols, for example.
The technology also makes it possible to verify the employee’s health conditions through facial recognition. Thermal imaging can identify body temperature or issue a warning to put on a mask if you are not complying with safety protocol.
In addition, with behavior-based data, team performance reports will be more precise and accurate, allowing managers to analyze and identify best practices and improvements in daily activities. Improving internal management can increase the team’s productivity, making deliveries faster and with higher quality to customers.
IoB And Industry Consumer Behavior
Consumers’ “digital dust tracking” will provide access to insights for developing new products and improving existing ones. Emerging behavioral trends can be perceived and give input to the strategy.
With data on market trends, your company can surprise your customers with innovative solutions that meet their needs. Thus, the Industry will be closer to the consumer and the customer, building a relationship of much more value.
IoB Challenges: What About User Privacy And Cybersecurity?
IoB presents excellent industry potential, but the challenges ahead are also significant. One of them concerns the use of data collected by the IoT. When applying Internet of Behavior (IoB) based solutions, the first condition is to be aware of data protection and privacy laws.
The LGPD regulates and directs the correct use of users’ data for commercial purposes of any nature, which must be very well clarified so that legal problems do not occur.
Another difficulty faced by organizations that implement the Internet of Behavior is the issue related to cybersecurity. After all, large-scale cyberattacks and data breaches are common occurrences that affect data confidentiality and integrity.
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