There is an old Japanese proverb saying “To be fast means to be slow but with no pauses”. It is exactly the principle on which the machine customers work. Machine customers, also known as custobots, are virtual customers, in fact, programs designed by companies and equipped with the power to sell and buy things automatically, thus saving the production time. According to a Gartner research panel composed of executives, by 2030, machines could handle 25% of all market transactions, while 49% of CEOs anticipate that AI-driven customer bases will become a major trend by the same year.
What can (and will) machine customer do?
If the program detects that there is a shortage of some necessary part or raw material to continue the production process, or that the raw materials, materials and parts will soon disappear, it makes the order itself, without waiting for people to notice it.
By eliminating the potential for delays caused by human error or oversight, machine customers are saving valuable time in the production process. This innovative approach aligns perfectly with the principles of Kaizen, where small improvements lead to significant cumulative savings and increased profits.
By eliminating the potential for delays caused by human error or oversight, machine customers are saving valuable time in the production process. This innovative approach aligns perfectly with the principles of Kaizen, where small improvements lead to significant cumulative savings and increased profits.
Industry analysts and forecasters are hailing this invention as a game-changer with the potential to reshape the landscape of commerce in the coming years. Gartner has even gone as far as to dub machine customers as "the biggest new growth opportunity of the decade." With such high praise and promising outlook, it's clear that this technology is set to make a lasting impact on businesses worldwide.
And not only that. On the side of machine customers, we save time and money, but on the side of sellers, we have an incredible opportunity for sellers to position themselves on the market as those that machine customers will recognise and - choose, and buy from them. From a seller’s perspective, the rise of these digital entities offers a unique advantage: the chance to stand out and be chosen in a highly competitive environment. As machine customers—empowered by artificial intelligence and integrated into the Internet of Things (IoT)—navigate through bids and offers with remarkable efficiency, they evaluate parameters such as price, delivery speed, quality, and accuracy with unparalleled precision.
These machine customers, driven by sophisticated algorithms, possess the ability to swiftly discern the most favourable options while effectively bypassing traditional marketing strategies and see through the potential lies. Their decision-making processes are guided by pre-set criteria, allowing them to cut through promotional noise and zero in on the most optimal service providers.
The current market, valued at a staggering one trillion dollars, is increasingly influenced by these machine consumers – and you should make sure they choose you!
The current market, valued at a staggering one trillion dollars, is increasingly influenced by these machine consumers. As these digital buyers continue to operate with the sophistication and discernment of human customers, the stakes for sellers are higher than ever. Embracing this shift and leveraging it to one's advantage could unlock substantial business potential in this burgeoning landscape.
What is the specific usage of machine customers?
The machine customers could take over many purchases, especially in these areas which are highly automatised: ordering printer ink when the low ink is detected. Similarly, electric vehicles are harnessing advanced sensors to detect impending fuel shortages, enabling them to autonomously navigate to the nearest charging station. In the event of a flat tire, these vehicles can even schedule a repair appointment with a nearby tyre shop without manual intervention.
Moreover, any vehicle malfunctions can trigger automatic repair scheduling at the nearest—or most cost-effective—auto repair shop, further streamlining maintenance and minimising downtime. This integration of AI and IoT technologies exemplifies a significant leap forward in automating everyday tasks, providing users with unprecedented levels of convenience and operational efficiency.
According to a Gartner research panel composed of executives, by 2030, machines could handle 25% of all market transactions, especially in these areas which are highly automatised
And this is just the Phase 1 where machine customers buy specific things according to how they are programmed. They are “executive machines”.
How fast will machine customers spread?
Additionally, 22% of the CEOs foresee that machine customers will start making a substantial impact on their industries as early as 2025. This early acknowledgment highlights the urgency for businesses to adapt and prepare for the imminent integration of AI-driven purchasing behaviors.
According to the survey, Statista says, 49 percent of CEOs anticipate that AI-driven customer bases will become a major trend by 2030.
Phase 2, which is expected to arrive in 2026, implies that the machine customer will be able to choose between several competing products on the market, in an autonomous way. The decision will be "shared" between the person who programmed the machine customer, and the machine itself. By 2028, Gartner predicts, this behavior of machine customers to "see through the curtain" will cause 20% of the websites that are functioning today to be completely abandoned and obsolete.
By 2028, Gartner predicts, this behavior of machine customers to "see through the curtain" will cause 20% of the websites that are functioning today to be completely abandoned and obsolete.
Phase 3, predicted to arrive around 2036, will see machine customers become fully autonomous customers. Here it will be possible to program contexts, preferences or rules, so that, for example, if printer ink runs out, the printer will not automatically order the printer’s original ink, which is more expensive and takes longer to arrive, but cheaper of similar quality from the store in the next street we already do business with, and similar.
Why should you adopt the digital customers concept?
Machine customers will become as ubiquitous in the near future as there are now algorithms on sales sites that, after searching and shopping, offer you products that they think you will like and can buy, or music website algorithms. Therefore, the products that any company produces must in the future be tailored not only to human customers, but also to machine customers.
The companies who miss the introduction of machine customers in their purchasing divisions will be stuck in production pauses, while those who sell will be rendered obsolete if they fail to be “like” i.e. recognised and chosen by machine customers
Companies will create programs that will act as machine customers for purchase, while those they sell will create their offer so that the machine customers "like" it and choose them. The companies who miss the first part will be stuck in production pauses, while those who sell will be rendered obsolete if they fail to be “like” i.e. recognised and chosen by machine customers.
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