The concept of the Internet of Things (IoT) was first articulated by Kevin Ashton in 1999 to describe a system where everyday objects could communicate through the internet without human intervention. IoT integrates cyber-physical systems, sensor networks, and machine-to-machine (M2M) communication, bridging the gap between the physical and digital worlds. It is a cornerstone of Industry 4.0, smart cities, and digital transformation, enabling data-driven decision-making, automation, and efficiency across sectors such as manufacturing, logistics, healthcare, and marketing.

The Internet of Things refers to an expanding ecosystem of devices—ranging from industrial machines and vehicles to home appliances and wearables—that are capable of sensing, transmitting, and responding to data via the internet. Each object, or “thing,” is uniquely identifiable and connected to the network, creating a flow of real-time information that supports intelligent decision-making and operational optimization.

Key characteristics include:

1. Connectivity – devices communicate continuously across networks, often via 5G or edge computing.

2. Automation – systems operate autonomously based on collected data, reducing the need for human input.

3. Integration – IoT links with artificial intelligence (AI) and data analytics to generate predictive and adaptive responses.

4. Efficiency and insight – organizations gain real-time visibility over assets, processes, and customer experiences.

In the context of contemporary management and marketing, IoT provides unprecedented opportunities for customer experience personalization, predictive maintenance, and sustainability tracking, as products become sources of continuous feedback and innovation.

Smart thermostats like Google Nest, wearable devices such as Apple Watch, and connected cars illustrate how IoT enables adaptive services and personalized experiences. In business, IoT-driven systems monitor supply chains, track energy use, and optimize production — allowing companies to reduce waste and improve responsiveness.