The Internet of Behaviour (IoB) is an emerging technology trend that has significant implications for the extended reality (XR) analytics space. IoB leverages the Internet of Things (IoT) by adding a layer of psychology to interpret ‘digital dust’ linked to behavioural patterns. Simply put, it connects devices, analyses user behaviour, and influences future behaviours.
According to Gartner, 40 percent of the world’s population will face at least one IoB programme in 2025 across verticals such as marketing, healthcare, and manufacturing. IoB uses sensors to collect behavioural data from devices, and in the case of XR, it leverages VR and AR devices such as mobiles and head-mounted displays (HMDs). The data collected is then processed using cloud computing, artificial intelligence (AI), machine learning (ML), and data science to extrapolate human behaviour.
One of the primary benefits of IoB for the XR industry is its potential to improve user experiences and business performance metrics by providing predictive analytics on human behaviour in XR. IoB is a new framework that collects real-time 6DoF data from platforms and devices, analyses behaviours in 3D experiences to improve performance and productivity, and standardises XR metrics to make predictions about future actions based on past behaviours.
Applying IoB to an XR business involves using a low and no-code plug-in for 3D engines and XR platforms that collects real-time sensor data from handsets and headsets. CORTEXR’s intelligence engine analyses 6DoF spatial data in the cloud using AI and cognitive science, with prebuilt dashboards presenting performance metrics and data visualisations across all AR, VR, and Metaverse projects.
While other sectors have already been applying IoB to digital marketing, IoT, location services, and other key focuses, the opportunity for the XR industry is still nascent. The use cases of IoB and XR are vast and include healthcare, entertainment, education, and training. With IoB, users can learn key analytics such as how health conditions like dementia correlate with spatial diagnostics or how eCommerce virtual try-ons correspond with purchase intent.
One crucial debate for the broader tech industry is data privacy, and IoB and XR are no exception. Biometric fingerprints of faces and eyes are intrusive, and tech company practices in digital marketing require government regulation from frameworks such as the European Union’s General Data Protection Regulations (GDPR). CORTEXR avoids Personally Identifiable Information (PII) and restricts GPS data to ensure anonymity.
In conclusion, the Internet of Behaviour is an exciting development for the XR industry that opens up new avenues of research and business opportunities. By combining behavioural psychology with XR technology, IoB fuels the development of new use cases across multiple sectors while providing predictive analytics to improve business performance. However, as with any emerging technology, data privacy concerns remain a significant challenge that must be addressed.
