Comcast has developed an AI-powered security system that protects people's home networks from being hacked. The system, called Xfinity xFi, can block any attempted intrusions on any of the network's connected devices. We explore the insights behind how such a service could encourage uptake of connected devices in the home, by putting minds to rest over how secure they are.
Telecomms conglomerate Comcast has debuted Xfinity xFi Advanced Security at CES 2019, which is an AI-powered subscription service that can monitor a home network for any signs of intrusion. The Xfinity xFi can block any attempted breach at any point of a network and it's being touted as the ideal system to protect IoT homes that have multiple points of access (connected devices). "We can see traffic coming in that’s not normal – coming from weird IP addresses or known bots, and we can look at the heuristics of the traffic to basically stop it," says Fraser Stirling, Comcast's senior VP of digital home, devices and AI.
Tech manufacturers may consider the connected home the next frontier for consumer product innovation, but uptake has traditionally been mitigated by concerns from consumers who think the technology isn't secure enough. Indeed, a report by Cisco found that only 9% of Americans fully trust their IoT devices, and this lack of trust certainly won't do much to win over those worried about their security. But the appetite for these devices is there, and their efficacy certainly isn't in doubt – 47% of respondents to Cisco's survey say IoT devices make them far more efficient. This puts the ball in the court of tech developers to make their products more secure, but in the meantime, services such as Xfinity xFi or CUJO can function to ease fears on the interim.
Matt McEvoy is an editor at Canvas8, which specialises in behavioural insights and consumer research. In a former life, he was a journalist working in the sports, music and lifestyle fields.
