Chatbots will predict the future (behaviors)
With intelligence data tools becoming more widely used by marketers and consumers expecting Amazon-quality personalization, chatbots that leverage consumer identity management can help match verified identities with deterministic behaviors and deliver a more personalized experience and predict future customer activity.
In addition, these ongoing trends will continue to drive the consumer identity management evolution:
Big 4 tech providers raising the bar on personalization increases need for identity resolutions
As consumers are now accustomed to the customer service and personalization that the big 4 tech providers (Google, Amazon, Facebook, Apple) deliver, other online transaction are lagging in a seamless cross device user experience. Combined with a low barrier of entry for creating new social identities — with unverified identities — brands of all sizes have a greater need for identity resolution. Use of and access to identity resolution data and tools will become more mainstream and accessible to brands of all sizes in 2018.
Privacy and security breaches put more focus on legislative developments
With numerous data breaches in 2017, consumer data privacy and security is a top identity trend to watch. While it isn’t likely that EU GDPR-scale legislation is imminent in the U.S., marketers who use consumer identity data should watch closely for new legislation and regulations that affect both treatment and interaction with consumers.