Abstract
The Internet of Behaviors (IoB) is an emerging trend that aims to revolutionize human interactions by analyzing and influencing behavior using data from connected devices. This study explores the importance of blockchain technology in addressing the IoB challenges and enhancing the security and privacy of IoB business models. Blockchain technology provides a decentralized and transparent platform for behavioral data storage and sharing, mitigating privacy concerns. Individuals are empowered with control over their personal data through smart contracts and decentralized identifiers, enabling them to decide how their data is accessed and used within IoB systems. In this study, significant blockchain-based solutions and approaches are presented that can enhance IoB business models through examples. Exploration of blockchain potential in IoB systems will ensure new insights for further advancement and evolution of the IoB paradigm.
TopIntroduction
The Internet of Things (IoT) refers to a group of physical objects connected to each other that gather and share information over the Internet. These objects can include a wide range of items such as smart appliances, wearable technology, sensors, vehicles, and much more. They are equipped with unique identifiers and can transfer data over a network without requiring human-to-human or human-to-computer interaction (Atzori et al., 2010; Li et al., 2015; Whitmore et al., 2015; Al-Fuqaha et al., 2015). IoT devices can collect and exchange data, providing insights that can be used for a variety of purposes, such as improving efficiency, reducing costs, and enhancing user experiences.
The use of Artificial Intelligence (AI) technologies with IoT has become increasingly popular and has been widely adopted in various areas of our lives. This integration allows for self-controlled physical objects to collect and share information over the Internet, forming an intricate network of data stored in the cloud. The collection and analysis of this information started to provide valuable insights into customer behavior, preferences, and expectations (Javaid et al., 2021; Mezair et al., 2022).
The application of AI and IoT is diverse, including but not limited to smart homes, smart energy management, surveillance cameras, healthcare, and connected vehicles. (Mezair et al., 2022). As a result of the widespread adoption of AI with IoT in modern society and their continuous evolution, the Internet of Behaviors (IoB) paradigm has emerged inevitably which analyzes the collected valuable data, in other words behavioral patterns and deduce people's needs, interests, and preferences.
As a growing trend over the world, the IoB paradigm combines science, data processing, and the psychology of behavior (Javaid et. al., 2021). IoB aims to revolutionize the way we interact with the world around us by using valuable data from connected devices to monitor, analyze, and influence human behavior. As Gartner indicates ‘Internet of Behavior collects the digital dust of people’s lives from a variety of sources, and public or private organizations can use this information to influence behavior’ (Gartner, 2020). IoB paradigm attempts to understand the data collected from users’ online activity from a behavioral psychology perspective. The concept is based on the idea that every digital interaction of a person with their devices generates data that can be analyzed in order to create a “behavioral profile”. Afterwards, this behavioral data can be used to predict and influence the future behavior of a person. It seeks to address how to understand the data and apply this understanding to create valuable services or market new products, all from a human psychology perspective (Stary, 2020; Sun et al., 2022; Zhao et al., 2023).
Sensors and other similar devices that can collect data about an individual's behavior are essential tools for the creation of behavioral profile. These devices can include wearables, smartphones, smart home devices, fitness trackers, cameras, and more. However, to move towards the IoB, an integrated use of several technologies is necessary, such as big data and robust data analytics, artificial intelligence and machine learning algorithms, natural language processing (NLP), cloud computing, blockchain, augmented reality (AR), virtual reality (VR), and even 5G for faster and more reliable connectivity, which enables real-time data processing and analysis.
Key Terms in this Chapter
Internet of Behavior: A concept referring to the collection and analysis of data from various digital sources and devices to gain insights into and influence human behavior, preferences and decision-making patterns.
Blockchain: A decentralized digital ledger technology that records and securely stores transactions across a network of computers.
Internet of Things: A technological concept that encompasses a network of physical objects, devices and sensors interconnected through the internet, enabling them to gather, exchange, and utilize data.
Behavioral Analytics: The process of studying and interpreting patterns, trends, and insights from the behaviors and interactions of individuals or groups, often utilizing data analysis techniques.
Society 5.0: A societal framework that merges digital technology and data-driven solutions to enhance the well-being and quality of life for society.
Privacy: The status or situation where one's personal information, activities, or confidential matters are shielded from unauthorized intrusion, surveillance, or disclosure.
Behavioral Data: The data that is collected by observing and analyzing the actions, interactions, and behaviors of individuals or groups, generally gathered through digital tools, to gain insights into their preferences and decision-making patterns.
Security: The state or quality of being protected from harm, danger, unauthorized access, or threats to ensure the safety, confidentiality, integrity and availability of assets, information, or individuals.
Business model: A blueprint or approach that delineates how a company creates income and maintains its viability by leveraging its offerings, services and operational activities.