The advent of automatic pollen and fungal spore monitoring over the past few years has brought about a paradigm change. The provision of real-time  information at high temporal resolution opens the door to a wide range of improvements in terms of the products and services made available to a widening range of end-users and stakeholders. As technology and methods mature, it is essential to properly quantify the impact automatic monitoring has on the different end-user domains to better understand the real long-term benefits to society. In this paper, we focus the main domains where such impacts are expected, using Europe as a basis to provide qualitative estimates and to describe research needs to better quantify impacts in future. This will, in part, also serve to justify further investment and help to expand monitoring networks.