It'll go further - bespoke software for the specific company. The exam training is a good example - people have different learning preferences so why can't we cater to that automatically if we already have all the data and context?

Voice input that actually works to reduce screen time and distractions while driving or wearing gloves on site. Understanding and reacting to parking availability in cities, prompting the technician to upsell in the way the system knows he's most comfortable with (so he actually does it).

Incumbents will have to base this on Salesforce and adapt it which is expensive and a grind. Even if they have appetite for that, retraining the technicians who are used to the existing way will be horrendous.