Technology
Only 10% of Businesses Are Ready to Become Experience-Orchestrated, Highlighting Lack of Personalisation
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2 years agoon
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Commoditisation and similarity of products and services with competitors will have the most significant impact on how businesses deliver customer experiences over the next two years, according to the latest IDC InfoBrief commissioned by AffinidiHowever, businesses who are looking to hyper-personalise their products as a competitive differentiator are facing several obstacles in addressing the privacy-personalisation dilemma, with 56% of them highlighting data collection and management to be a key challenge.To truly enhance customer experiences through more personalised insights, they must transform into experience-orchestrated (X-O) businesses for meaningful data value exchange with customers.Key pillars of X-O business success enabled by Holistic Identity management – a comprehensive way to manage a customer’s digital identity across multiple platforms based on consent, transparency, and trust.
SINGAPORE, Nov. 29, 2024 /PRNewswire/ — Affinidi, a Singapore-based data and identity management company, has released ‘Unlocking Customer Value as an Experience-Orchestrated (X-O) Business’, an IDC InfoBrief commissioned by Affinidi that explores the challenges that digital-native businesses (DNBs) are facing when driving meaningful data value exchange with customers, and the strategies that can help overcome them. Findings within the InfoBrief are based on the latest IDC Affinidi DNB 2024 Survey, which polled businesses in five countries – Singapore, India, Australia and New Zealand (ANZ), and North America.
Businesses worldwide are now facing even more pressure to deliver greater experiences. Commoditisation and similarity of products and services with competitors will have the most significant impact on how organisations deliver customer experiences over the next two years, according to IDC’s Future of Customer Experience Survey 2023.
With the intensifying competitive landscape, the ability to offer hyper-personalised customer interactions has become a key differentiator and is very much expected by customers. To outpace these market disruptions, businesses must be digitally adaptive, agile, and resilient by elevating the level of customer experiences.
Asian Businesses Face Urgent Need to Hyper-Personalise Customer Experience, Catching Up to Western Counterparts
58% of the businesses surveyed seek to differentiate themselves by prioritising hyper-personalised products and services to deliver greater customer value. This level of personalisation goes beyond the previous field-level personalisation seen in the market, which is no longer sufficient to act on customer needs and deliver a proactive CX in real time.
At present, companies in mature markets such as North America and ANZ are already prioritising hyper-personalised products and services due to heightened competition, ranking this their highest business priority.
Meanwhile, Asian businesses, more specifically in Singapore and India, are placing priority on profitable growth instead, with personalisation as their lowest business priority. Nonetheless, as hyper-personalisation is becoming increasingly essential in customer acquisition and retention, serving as a key tenet of profitable growth, Asian companies will similarly be shifting more attention towards value outcomes through personalisation.
According to IDC’s prediction, Asian companies will focus more on value outcomes in the coming years, and personalisation will become their top priority to combat the intense competition. By 2027, to differentiate and drive loyalty, 30% of Asian organisations will undergo structural and technological changes to deliver value outcomes, shifting focus from providing experiences to value parity.
Navigating the Privacy-Personalisation Dilemma
While more organisations are casting the spotlight on the importance of harnessing the true power of their customer data to elevate experiences, there remains a striking gap. The same survey shows that only 33% of businesses can anticipate their customers’ needs and drive value-centric, highly personalised services.
This can be highly attributable to the hurdles in data collection, where 56% of businesses highlighted that data collection and management forms the main challenge. Such figures are set against a backdrop where cyberattacks and data breaches are on the rise and harder to prevent. End-users are becoming more cautious of the data they share with companies; only when a business has earned the customers’ trust do they then feel comfortable enough to share more data.
Customers face a dilemma: the desire to get personalised experiences — essentially, value; while at the same time, discerning how much data they should share to achieve such a goal. Thus, businesses must navigate the fine line between delivering tailored experiences and proving they can protect customers’ personal data.
While there are existing data protection regulations, such as the General Data Protection Regulation (GDPR) in Europe, Digital Personal Data Protection (DPDP) Bill in India, and Personal Data Protection Act (PDPA) in Singapore, 59% of businesses surveyed indicated that they still struggle with security concerns from customers during the registration process.
Embarking on the X-O Business Journey – Data is Core
In order for businesses to effectively leverage experience as a competitive differentiator, they must transform into experience-orchestrated (X-O) businesses, with data as the linchpin for success. An X-O business can effectively leverage all aspects of its organisation, spanning processes, applications, and channels, to create a meaningful value exchange through data between its internal and external stakeholders.
To become X-O, businesses must not only be transparent with data collection practices in order to collect data and earn customer trust, but also – upon collection of data – have the ability to share it through a high level of system integration and interoperability to unlock the power of the acquired data. Key pillars to unlocking customer value in becoming an X-O business include focusing on:
Connections across people, systems, applications, data, and processes. Such integration begins with a single customer view (data layer), which will power analytics and insights, and cross-functional collaboration.Culture that embraces AI and focuses on outcomes, not just outputs.Intelligence is data interpreted in context. Building and maintaining trust is the biggest obstacle in leveraging AI. Without trust, this intelligence pillar will crumble.Actions through engaging with stakeholders – customers, suppliers, partners, and employees – via active listening and bringing together relevant data into an active portfolio of insights.
As such, businesses need to evaluate their current maturity across these key pillars, identify gaps in the current experiences being delivered, and link their next steps to executable actions, to ensure performance is matching stakeholders’ expectations.
The era of AI everywhere has further accelerated customers’ expectations; survey results highlight that keeping up with changing customer demands is the biggest challenge for businesses to overcome when delivering customer value. To particularly compete in today’s world, businesses must strive to adopt X-O practices to effectively outpace their competition.
Recognising this, however, only 10% of businesses surveyed across India, Singapore, ANZ, and North America have reached the most advanced stage in their journey toward becoming an X-O business. This is primarily due to the lack of a unified customer view; to meaningfully engage customers, businesses must be able to unlock — through a unified customer view — the value of customer data sprawled across siloed data sources and applications in the enterprise. The key challenges of a unified customer view include:
Data Fragmentation: Many businesses struggle to unify customer data stored in disparate systems, which hinders their ability to offer truly personalised experiences.Evolving Data Privacy Regulations: With countries implementing more stringent privacy laws, companies face increasing complexity in managing data across different jurisdictions.Scalability: Inability to keep up with data maintenance and security demands as business scales, attributable to lack of real-time customer data as individuals may not feel comfortable to share personal information with organisations, due to minimal trust.
Embracing Holistic Identity For X-O Business Transformation
To address these challenges and become an X-O business, organisations must adopt holistic identity management solutions, which provide a secure, trust-based, privacy-first approach to data collection and management. This includes identity verification, seamless onboarding, secure communication, and consent management services. Affinidi’s Holistic Identity framework enables companies worldwide to manage customer data across multiple platforms, allowing for seamless integration while ensuring that privacy is protected. As data privacy regulations become more stringent, businesses need solutions that simplify compliance while maintaining customer trust and data security.
By leveraging Affinidi’s product offerings, businesses can effectively manage customers’ consent preferences, enhance levels of personalisation, improve identity resolution and trust for transactions requiring authentication, communicate securely, and boost operational efficiency and business growth. These solutions ensure compliance with regional data protection regulations while empowering customers with greater control over their data – making it possible for businesses to deliver personalised experiences without compromising privacy, security, and trust. Affinidi’s approach enables businesses to break down data silos, integrate and translate them into greater insights from multiple sources, and deliver secure, seamless and enhanced customer experiences.
“Turning X-O will be pivotal for businesses to stay competitive in today’s digital landscape. It is no longer about just acquiring data, but also knowing how best to utilise it to cater to customers’ needs and preferences. HI provides the scalability and flexibility businesses need to meet growing personalisation demands, while ensuring their customers feel secure, valued, and in control of their personal information –fostering long-term customer loyalty and reducing data-related risks,” said Glenn Gore, CEO of Affinidi.
Affinidi is leading a global movement to return data ownership to individuals through its Holistic Identity concept, and in turn, enabling businesses to become X-O minded with the tools and technology they need to stay competitive.
To read the full IDC Infobrief commissioned by Affinidi, ‘Unlocking Customer Value as an Experience-Orchestrated (X-O) Business’, visit here. For more information on Holistic Identity, do visit our website.
About Affinidi
Affinidi is a data and identity management company founded by Temasek in 2020 that aims to revolutionise data ownership for good through its Holistic Identity concept. Globally anchored in Singapore and supported by strategic hubs in Berlin, Ukraine, and Bangalore, Affinidi seeks to empower individuals, and enrich developers and businesses through its consent-driven and privacy-preserving solutions, rooted in trust and security.
The Holistic Identity concept encompasses the complete spectrum of discovering, collecting, sharing, storing, and even monetising one’s data in the digital world. Affinidi adopts an unwavering user-first approach, providing innovative developer tools with a ‘privacy-by-design’ philosophy within every layer of their tech stack. It emphasises and executes an end-to-end network trust known as the Affinidi Trust Network, underpinning a data environment that is secure and inherently interoperable. This commitment to decentralised identity management transcends borders and industries.
Affinidi is actively pioneering the #ReclaimYourData movement through advocacy, partnerships, and education. Find out more here: https://www.affinidi.com.
Source:
1. IDC InfoBrief commissioned by Affinidi, ‘Unlocking Customer Value as an Experience-Orchestrated (X-O) Business’, Doc #AP242492IB, September 2024.
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Technology
Teradata Introduces New Privacy, Security, and Resiliency Capabilities as AI Forces Change in Enterprise Data Protection
Published
34 minutes agoon
October 20, 2026By
New capabilities protect the sensitive data and intelligence behind enterprise AI while keeping mission-critical operations available and recoverable
SAN DIEGO, Oct. 20, 2026 /PRNewswire/ — Teradata (NYSE: TDC) today announced new privacy, security, and resiliency capabilities designed to address one of the defining challenges of enterprise AI: how sensitive data is protected, who and what can access it, and whether it remains available and recoverable when something goes wrong. Teradata addresses all three through an integrated approach that reduces raw identity exposure, enforces protection closer to the data, and keeps the intelligence powering AI available and recoverable. In practice, that means protecting the intelligence behind AI without diminishing what makes it valuable.
Key Capabilities
Poly-Anonymization®: reduces raw identity exposure while preserving the relationships and utility AI and analytics requireFormat-preserving encryption: protects sensitive values without changing their format or breaking downstream systemsPost-quantum security and readiness: strengthens protection against emerging quantum-era threats through Anonomatic PII Vault® and TLS 1.3 hybrid-key exchange for data in transitImmutable backup protection: prevents recovery points from being modified or deleted, strengthening cyber-recovery readinessDatabase-level high availability: an additional availability layer for mission-critical workloads, distinct from disaster recovery
Why It Matters Now
As AI becomes mission-critical, it expands both the value and the vulnerability of enterprise data. Sensitive information now moves among users, applications, models, and agents, making it harder to secure at the boundary alone. AI is designed to combine disparate information to find patterns and make decisions, which means data that isn’t individually identifiable can become so when AI brings it together.
Executive Quote
“Privacy, security, and resiliency have historically been treated as separate problems with separate solutions. That approach doesn’t hold up when AI is moving sensitive data across users, applications, models, and agents simultaneously. This announcement reflects how we think those capabilities need to work together, and it’s the foundation for how we intend to extend that protection as AI environments grow more complex and the actors operating within them multiply.”
-Sumeet Arora, Chief Product Officer, Teradata
Privacy Protection
Access control determines who can see sensitive data. Identity reduction changes how much identifying information needs to be present in the analytical environment in the first place. Teradata combines both, through an OEM partnership with Anonomatic, whose privacy capabilities are natively available to Teradata customers.
Poly-Anonymization replaces PII fields with a stable identifier while holding underlying identity separately within Anonomatic PII Vault, a post-quantum-secure environment built with multiple layers of overlapping security controls designed to protect sensitive identity information. Authorized users can restore identity when a legitimate use case requires it, but everyone else works with data that retains its analytical structure, its relationships, and its utility. The result is an analytical environment where sensitive data can be used for AI, analytics, testing, and approved collaboration without broadly exposing who the data is about.
Unlike approaches that rely solely on mathematically reversible encryption, PII Vault combines identity separation, Poly-Anonymization, access controls, and additional layered protections to reduce identity exposure while retaining the utility required for AI and analytics. Format-preserving encryption extends that protection to situations where a value’s structure matters to downstream systems, protecting sensitive data without breaking the applications and workflows built around it.
Testing at large scale demonstrated that Teradata’s Anonomatic-powered privacy-preserving controls can support enterprise analytical workloads without the performance tradeoffs organizations typically associate with data privacy. Multi-table join queries on protected data used fewer Teradata resources than equivalent queries on unprotected data, though results will vary by workload and configuration.
Partner Quote
“Enterprise AI creates a fundamentally different privacy challenge. Organizations need to use sensitive, individual-level data to build effective AI, but the traditional tools for protecting that data weren’t designed to preserve what AI needs to work. Our partnership with Teradata makes it possible to reduce identity exposure at enterprise scale without forcing organizations to choose between protection and utility.”
-Matt Fleck, Founder and CEO at Anonomatic, a data security software company focused on making PII data privacy secure, simple and cost effective
Native Data Security
Protection that follows the data requires controls enforced at the data layer, not just at the systems surrounding it. Teradata applies classification, policy enforcement, and access controls closer to the data itself. Together, these capabilities provide a governance-led foundation for protecting data and intelligence across users, applications, and workloads.
For data in transit, Teradata introduces post-quantum protection via TLS 1.3 hybrid-key exchange, which combines classical and post-quantum cryptographic algorithms in a single handshake. As quantum computing advances make current encryption standards increasingly vulnerable, organizations that establish cryptographic readiness now will be better positioned for what’s ahead.
New native capabilities including dynamic data masking, data classification and tagging, column-level encryption, and global identity extend that protection across the data layer. Through a partnership with Immuta, a data authorization platform between identity and enterprise data, dynamic ABAC brings identity-aware, attribute-driven access control that enforces policy consistently across users and AI workloads without duplicating data or rewriting governance rules.
Teradata’s security architecture is designed to extend as AI environments evolve, with ongoing investment in controls that govern how AI agents access and act on enterprise data within policy boundaries.
Enterprise Data Protection
For enterprises running AI at scale, a cyberattack is a threat to the data, context, and operational knowledge that AI depends on to function. Teradata Enterprise Data Protection addresses that reality through a workload-aligned approach that lets organizations match protection levels to business criticality rather than applying the same resiliency architecture to every workload. The objective is not simply to restore data, but to restore the trusted context AI needs to resume mission-critical operations.
Database-level high availability via real-time replication introduces an additional availability layer designed for continuous synchronization and low recovery objectives.
Immutable backup protection strengthens cyber-recovery readiness by ensuring recovery points cannot be modified, encrypted, or deleted, even by privileged administrators. As ransomware increasingly targets backup data specifically, protected recovery points have become as critical as the protection strategies built around them. Teradata’s resiliency architecture is designed to extend as cyber threats and recovery requirements evolve.
Additional capabilities including backup and recovery, scheduled data synchronization, and disaster recovery round out a more consistent Enterprise Data Protection experience.
Availability
Privacy capabilities, powered by Anonomatic and delivered by Teradata, are available now for Teradata Cloud on AWS, Azure, and Google Cloud.Native data security capabilities including dynamic data masking, data classification and tagging, and column-level encryption are available on Teradata Cloud across AWS, Azure, and Google Cloud. Dynamic data masking, data classification and tagging are available for Teradata Factory and on-premises deployment options.Teradata Enterprise Data Protection including immutable backup protection is available now on Teradata Cloud across AWS, Azure, and Google Cloud with availability on Teradata Customer Cloud planned in the coming months.
About Teradata
Teradata empowers enterprises to turn intelligence into autonomous action, grounding AI agents in deep business context and trusted data. As AI agents multiply, Teradata is the context foundation, governance layer, and performance backbone that companies need now. The Teradata Autonomous Knowledge Platform puts AI into production across cloud, on-premises, and hybrid environments.
Forward-Looking Statements
This press release contains “forward-looking statements” about the expectations, beliefs, plans, and intentions relating to Teradata’s privacy, security, and resiliency capabilities. Such statements include statements regarding future product availability, capabilities, and offerings, and expected benefits to Teradata customers. Forward-looking statements are subject to known and unknown risks and uncertainties and are based on potentially inaccurate assumptions that could cause actual results to differ materially from those expected or implied by the forward-looking statements. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Teradata’s results could differ materially from the results expressed or implied by the forward-looking statements made. Teradata undertakes no obligation, and does not intend to update the forward-looking statements. Factors that may cause actual results to differ materially from those in any forward-looking statements include: (i) delays and unexpected difficulties and expenses in executing the planned product capabilities and offerings, (ii) changes in the regulatory landscape related to AI and (iii) uncertainty as to whether customer adoption will justify the investments in the product capabilities and offerings. Further information on factors that could affect Teradata’s financial and other results is included in the filings Teradata makes with the Securities and Exchange Commission from time to time.
The Teradata logo is a trademark, and Teradata is a registered trademark of Teradata Corporation and/or its affiliates in the U.S. and worldwide.
Poly-Anonymization and PII Vault are registered trademarks of Anonomatic, Inc.
MEDIA CONTACT
Jennifer Donahue
Jennifer.Donahue@Teradata.com
View original content:https://www.prnewswire.com/news-releases/teradata-introduces-new-privacy-security-and-resiliency-capabilities-as-ai-forces-change-in-enterprise-data-protection-302913579.html
SOURCE Teradata
Technology
Teradata Expands Sovereign AI Across On-Premises and Air-Gapped Cloud Environments
Published
35 minutes agoon
October 20, 2026By
New Teradata Factory and Teradata Sovereign Cloud on Google Distributed Cloud capabilities give enterprises greater control over where their most sensitive data and AI operate
SAN DIEGO, Oct. 20, 2026 /PRNewswire/ — Teradata (NYSE: TDC) today announced a portfolio of deployment and platform capabilities designed to give governments and enterprises greater control over the data, AI, and technology that power their most critical operations. This includes expanded capabilities for Teradata Factory with AI Studio and the availability of Teradata Sovereign Cloud on Google Distributed Cloud air-gapped environment.
What’s New
Teradata’s portfolio spans two complementary deployment models designed to address different sovereignty requirements.
The expanded capabilities for Teradata Factory with AI Studio bring a unified AI environment to operate on data, vectors, models, and agents directly into customer-controlled on-premises infrastructure. These capabilities include:
Tera, the agentic coworker for enterprise data work, including Tera Harness and Tera Context EngineAgentStack, the complete AI agent development capabilities to build, manage, observe and operate agents through natural language, pro-code, low-code, and Model Context Protocol (MCP) interfacesModel services, which provide machine learning operations and AI model management with pre-integrated model and bring-your-own-model supportData pipelines for ingesting multimodal unstructured data, vector embeddings, vector storage and hybrid search for RAGAnalytics, native notebooks backed by in-database analytics and Teradata’s Elastic Python Compute, built on Ray and Arrow, bring AI to where data lives
Teradata Sovereign Cloud on Google Distributed Cloud air-gapped brings Teradata’s high-performance enterprise-scale analytics into fully isolated environments. Key benefits of running Teradata Sovereign Cloud on Google Distributed Cloud air-gapped include:
Full isolation: Deploy Teradata in an air-gapped environment with no external connectivity— keeping classified and regulated data fully containedSecurity and compliance: Meet stringent regulatory requirements while maintaining complete audit trails and governanceHigh-performance analytics and AI at scale: Run complex queries across billions of rows and petabytes of data with predictable performance
Why it Matters
Research points to growing urgency. According to a 2026 BARC global study of 320 business and IT decision-makers, 62 percent of organizations cite data and AI in core business processes as a key driver of sovereignty requirements. A separate IBM study found that 91 percent of executives say they do not fully understand their organization’s dependencies across AI vendors, models and infrastructure. And Gartner predicts that by 2030, more than 75 percent of enterprises outside the United States will have a digital sovereignty strategy, supported by a sovereign cloud strategy.
As AI moves into mission-critical operations, sovereignty is no longer only about where data resides. Organizations must also consider where AI runs, which models are used, how enterprise information is accessed, who operates the environment, and which external technologies their AI depends on.
This is particularly relevant for governments, defense organizations, regulated industries and critical infrastructure, where data residency, privacy, jurisdiction, operational continuity or national-security requirements can limit the use of traditional public-cloud AI services.
Teradata frames sovereignty across three dimensions: data sovereignty (where data lives and who can access it), operational sovereignty (who controls the environment and whether it can operate independently), and digital sovereignty (which technologies and AI models the organization depends on). An organization can satisfy data residency requirements and still lack full sovereignty if AI processing occurs externally, external administrators can access the environment, or operations stop when public connectivity is unavailable.
Teradata’s sovereign portfolio is designed to address these requirements, bringing enterprise analytics and AI inside the boundaries that organizations control.
The Deployment Portfolio
Teradata Factory and Teradata Sovereign Cloud on Google Distributed Cloud air-gapped address different sovereignty requirements.
Teradata Factory is an integrated hardware and software rack that brings a private enterprise data and AI environment into customer-controlled on-premises infrastructure. It is designed for organizations that require direct physical control over their infrastructure and AI execution.
Teradata Sovereign Cloud on Google Distributed Cloud air-gapped provides a cloud operating model inside a sovereign boundary. The environment has no connection to the public internet and is operated by the customer. It is designed for organizations that need the operational model of cloud within a fully isolated, sovereign environment. Teradata provides the enterprise analytics layer within the air-gapped boundary, enabling organizations to support use cases such as operational reporting, mission analysis, intelligence fusion, training and simulation analytics, and defense logistics and sustainment inside the sovereign boundary.
Together, Teradata Factory and Teradata Sovereign Cloud on Google Distributed Cloud air-gapped support a hybrid approach to sovereign deployment, giving organizations the flexibility to run enterprise analytics and AI inside whichever boundary their requirements demand.
Executive Perspectives
“As AI becomes embedded in mission-critical decisions, organizations can no longer treat sovereignty as a data-location requirement. They need control over where AI runs, which models are used, who can operate the environment, and whether critical workloads can continue if external connectivity disappears. And increasingly, sovereignty is not a single location. It is an architecture that spans public cloud, sovereign cloud, and on-premises infrastructure. Teradata is uniquely built for that reality. We can run in all of those environments, connect them through Teradata Fabric without requiring data to move, and give organizations the freedom to choose the AI models and infrastructure that work for them.”
— Sumeet Arora, Chief Product Officer, Teradata
“Google Distributed Cloud is purpose-built, air-gapped infrastructure that delivers complete technical, operational and software sovereignty. By combining Google Distributed Cloud’s sovereign infrastructure with Teradata’s AI and knowledge capabilities, we are giving enterprise customers in regulated industries the ability to innovate without sacrificing control over their data.”
— Muninder Singh Sambi, VP of Product Management, Google Distributed Cloud
Availability
The expanded Teradata sovereign capabilities for Teradata Factory with AI Studio will be available in Q1 2027. Teradata Sovereign Cloud on Google Distributed Cloud air-gapped is available in Private Preview.
About Teradata
Teradata empowers enterprises to turn intelligence into autonomous action, grounding AI agents in deep business context and trusted data. As AI agents multiply, Teradata is the context foundation, governance layer, and performance backbone that companies need now. The Teradata Autonomous Knowledge Platform puts AI into production across cloud, on-premises, and hybrid environments.
Teradata Forward-Looking Statements
This press release contains “forward-looking statements” about the expectations, beliefs, plans, and intentions relating to Teradata’s sovereign portfolio. Such statements include statements regarding future product availability, capabilities, and offerings, and expected benefits to Teradata customers. Forward-looking statements are subject to known and unknown risks and uncertainties and are based on potentially inaccurate assumptions that could cause actual results to differ materially from those expected or implied by the forward-looking statements. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Teradata’s results could differ materially from the results expressed or implied by the forward-looking statements made. Teradata undertakes no obligation, and does not intend to update the forward-looking statements. Factors that may cause actual results to differ materially from those in any forward-looking statements include: (i) delays and unexpected difficulties and expenses in executing the planned product capabilities and offerings, (ii) changes in the regulatory landscape related to AI and (iii) uncertainty as to whether customer adoption will justify the investments in the product capabilities and offerings. Further information on factors that could affect Teradata’s financial and other results is included in the filings Teradata makes with the Securities and Exchange Commission from time to time.
The Teradata logo is a trademark, and Teradata is a registered trademark of Teradata Corporation and/or its affiliates in the U.S. and worldwide.
MEDIA CONTACT
January Machold
January.Machold@Teradata.com
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SOURCE Teradata Corporation
Technology
State Farm® and MIT AgeLab Collaborate to Study What’s Driving Distraction Behind the Wheel
Published
35 minutes agoon
October 20, 2026By
Drivefulness™ research explores the human side of a nearly $100 billion roadway risk
BLOOMINGTON, Ill., Oct. 20, 2026 /PRNewswire/ — As vehicles become more connected and technology-enabled, the challenge of distracted driving is becoming more complex across the country. The question is no longer simply what distracts drivers, but understanding why people make certain choices behind the wheel and how technology may influence those decisions.
State Farm® and the MIT AgeLab are exploring those questions through a research initiative examining driver attention, distraction, and the behaviors that influence decision-making behind the wheel. Researchers have coined the term “drivefulness” to describe a state in which a driver is safe, aware, appropriately engaged, and ready to respond to the road, while being supported in having the best possible driving experience for them.
The study brings together State Farm’s decades of experience understanding crash risk, driver behavior, and the real-world consequences of distraction with MIT AWARE initiative’s multidisciplinary research expertise in transportation safety, human factors, behavioral science, and how people interact with technology.
Distracted driving carries significant human and economic consequences. According to U.S. Department of Transportation research, distraction was involved in 29% of motor vehicle crashes studied, contributing to more than 10,000 deaths, 1.3 million injuries, and an estimated $98.2 billion in economic costs.
Understanding the relationship among driver attention, distraction, and behaviors could help inform how automakers, organizations, regulators, and insurers approach roadway safety, risk prevention, and the design of future driving experiences.
“Distracted driving is not simply about whether a driver knows what is safe or unsafe. It reflects a much more complex interaction between the driver’s state, the demands of the driving environment, and the technologies that compete for or support their attention,” said Dr. Pnina Gershon of the MIT AgeLab. “With this research, we are looking beyond individual moments of distraction to understand what drivers need to be prepared, attentive, and appropriately engaged during the driving task. That allows us to think differently about safety and about how technology, information, and interventions can support drivers before, during, and after the drive.”
Dr. Gershon is the director of the MIT AWARE initiative and a co-director of the MIT Advanced Vehicle Technology Consortium. With more than two decades of research experience, she leads work at the intersection of driving safety, human behavior, health, and human-centered AI. Her research uses sensing, real-world data, and behavioral analytics to understand human states and to develop technologies and interventions that support safer, more effective interactions between people and increasingly automated systems.
Understanding the behavior behind the risk
Drivers may know distraction is dangerous, but State Farm research shows that knowledge doesn’t always change what happens behind the wheel. Sixty-eight percent of drivers admit to engaging in distracting behaviors while driving, and 44% say they have crashed or experienced a near-crash while doing so.
Perception may be part of the challenge. Sixty-two percent of drivers believe taking their eyes off the road for two or more seconds is safe, even though a two-second glance away doubles crash risk.
“Technology is changing the driving experience, creating new opportunities to better understand and support drivers,” said Jeff Legner, technology executive at State Farm. “The more we learn about how people interact with technology behind the wheel, the better positioned we are to anticipate evolving risks, improve driver experiences and explore new approaches to accident prevention. This research can help turn those insights into meaningful ways to support drivers before, during and after every drive.”
Combining real-world risk with behavioral science
State Farm has worked to address distracted driving from multiple angles, including advocating for stronger hands-free laws, supporting cross-industry safety research and advancing technology that can help drivers better understand their behavior. That work includes telematics-based tools for customers and collaboration with companies such as Cambridge Mobile Telematics to explore how technology and data can help reduce roadway risk. The MIT AgeLab brings deep expertise in understanding the human side of a rapidly changing driving environment.
The collaboration builds on an established research relationship between State Farm and MIT, including State Farm’s participation in the MIT Advanced Vehicle Technology Consortium, which studies how drivers interact with increasingly automated and technology-enabled vehicles.
First findings expected in October
The first phase of the research is focused on establishing a deeper understanding of how people perceive and manage attention behind the wheel.
Findings from the first phase of the drivefulness study are expected later in October 2026, providing an early look at what the research is uncovering about driver attention, distraction and behavior through consumer survey findings.
The findings will help inform the next phase of drivefulness research, beginning in January 2027, on how people, technology and the driving environment can work together to support safer driving.
About State Farm®
For over 100 years, the mission of State Farm has been to help people manage the risks of everyday life, recover from the unexpected and realize their dreams. State Farm Mutual Automobile Insurance Company and its affiliates are the largest providers of auto and home insurance combined in the United States. Its more than 19,200 agent offices and over 62,000 employees serve over 96 million policies and accounts – including auto, fire, life, health, commercial policies and financial services accounts. Commercial auto insurance, along with coverage for renters, business owners, boats and motorcycles, is also available. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 32 on the 2025 Fortune 500 list of largest companies. For more information, please visit http://www.statefarm.com.
About the AWARE initiative at the MIT AgeLab
AWARE is an MIT research initiative focused on developing intelligent vehicle systems that can better understand drivers and support them in real-world conditions. Based at the MIT AgeLab and Center for Transportation & Logistics, AWARE brings together naturalistic driving research, advanced simulation, behavioral science, and artificial intelligence to study how driver state, behavior, and context interact across the driving journey. Its research examines areas such as distraction, fatigue, impairment, workload, automation use, driver monitoring, and human-machine interaction, with the goal of moving beyond simply detecting driver behavior toward systems that can sense, interpret, respond, and promote safer and more appropriate driver engagement. Through this work, AWARE is building the evidence and methods needed to support the next generation of adaptive, human-centered mobility technologies. For more information about AWARE, visit https://ctl.mit.edu/aware-initiative, and about the AgeLab, visit https://agelab.mit.edu/.
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SOURCE State Farm
Teradata Introduces New Privacy, Security, and Resiliency Capabilities as AI Forces Change in Enterprise Data Protection
Teradata Expands Sovereign AI Across On-Premises and Air-Gapped Cloud Environments
State Farm® and MIT AgeLab Collaborate to Study What’s Driving Distraction Behind the Wheel
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Media advisory – Minister Lightbound to announce support for Canada’s automobile industry
