Machine Customers

The concept of the “machine customer” envisions a future where intelligent software and devices make purchasing decisions autonomously, transforming how businesses operate. These machine customers will meticulously compare prices, analyze data, and even negotiate, bypassing traditional marketing strategies that appeal to human emotions. Companies will need to adapt by focusing on data quality, product performance, and delivery terms to appeal to these algorithm-driven shoppers. While this shift promises efficiency and cost savings, it also introduces risks, such as the exploitation of policy loopholes and increased cybersecurity challenges. Early adopters of machine shopping interfaces could become the next leaders in e-commerce, while those who fail to adapt risk being left behind.

Roger Smith has served as an executive CTO for AdventHealth Hospital, US Army Simulation, and Titan Corp. He has led technology innovation for healthcare, defense, and government projects. He is a longstanding member of Research-Technology Management’s Board of Editors. He has a PhD in computer science and a doctorate in business administration.