Gartner Research

Maverick* Research: Power to the People — The Rejection of Social and the Rise of Virtual Personal Assistants

Published: 14 November 2014

ID: G00270465

Analyst(s): Brian Blau , Van Baker


Social communications have driven privacy issues to the forefront. Consumers will rely on virtual personal assistants and dilute the ability of companies to aggregate personal data. (Maverick research deliberately exposes unconventional thinking and may not agree with Gartner's official positions.)

Table Of Contents


  • *Maverick Research
  • Keep Calm While We Steal Your Data
  • Privacy Becomes Important, Again
    • Privacy Is an Issue That Won't Go Away
    • Personal Privacy Is a Valuable Asset
    • How Much Do We Share?
    • Progression of Privacy
  • The Value of Technology Is You
    • Social Is the Entry Point That Will Drive the Great Migration
    • The Value of Social Is Zero
  • Your Persona Matters
    • Managing Your Online Persona
    • Who Is the Authentic Self?
  • Agents Enable the Digital Facade
    • The Ultimate Defense — The Rise of Agent Technologies
    • The Opportunity for Agent Technology
    • The Evolution of Virtual Personal Assistants
    • Future Scenarios
    • Requirements of an Agent Business Transaction Environment
  • Conclusions
  • Recommendations

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