코파일럿, 컨시어지, 슈퍼 에이전트 : 지능형 경제에서 자율 시장을 위한 자율 마케팅의 도래

This IDC Market Perspective introduces the concept of AI-powered super agents running on next-gen, AI-powered smartphones. They will enable consumers to programmatically control the way they purchase goods and services as easily as media streaming services. This represents a new model in which both buyers and sellers have intelligence and automation capabilities that will make markets more efficient for both. Markets powered by super agents will monetize transaction commissions, not ad impressions. Some of the expected challenges and opportunities for SaaS providers, ad networks, publishers, influencers, brands, and consumers are presented."AI is going to replatform the economy," said Gerry Murray, research director, Enterprise Marketing Technology at IDC. "Super agents running on the next generation of AI-powered smartphones will give consumers the ability to automate much of their shopping and deal discovery. Super agents will function as intermediaries between brands and buyers and will therefore create new challenges and opportunities for martech vendors, ecommerce platforms, ad networks, and marketing practitioners."

Executive Snapshot

New Market Developments and Dynamics

• Copilots, Concierges, and Super Agents: What's the Difference?
  • Copilots
  • Concierges
  • Super Agents
• Autonomous Markets
• Autonomous Marketing
• Major Challenges and Opportunities
  • Personalization and Efficiency
  • Market Dynamics and Competition
  • Privacy and Data Security
  • Innovation and Adaptation
  • Shift in Advertising Strategies
  • Changes in Consumer Data Economy

Advice for Marketing Technology Suppliers and Services Providers

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• Related Research
• Synopsis