This paper explores the evolving industrial control paradigm of product intelligence. The approach seeks to give a customer greater control over the processing of an order – by integrating technologies which allow for greater tracking of the order and methodologies which allow the customer [via the order] to dynamically influence the way the order is produced, stored or transported. The paper examines developments from four distinct perspectives: conceptual developments, theoretical issues, practical deployment and business opportunities. In each area, existing work is reviewed and open challenges for research are identified. The paper concludes by identifying four key obstacles to be overcome in order to successfully deploy product intelligence in an industrial application.