Long ago, some genius decided to create the first MMO. It was near the beginning of the internet as we know it, and so the internet was undeveloped. The memory we have of these MMOs in the early 2000s is one of an amazing social community. These games were for a lot of people, their gateway to social interaction on the internet. Glorified chatrooms if you will. If you wanted to have the experience of being surrounded by strange people in a strange world, an MMO was one of the best options.
The internet has now matured. In terms of strict communication, third-party applications have taken over the community functions MMOs used to serve. If you want knowledge about the game, you do a google or YouTube search. Hell, even if you asked a question to someone on your server about the game, you're likely to get a link to a guide or YouTube. Discord helped take us further and further away from the world we sought after as well. Instead of looking at the screen right in front of us, the world we want to be a part of, many of us have a second monitor we use strictly for Discord. The immersion and the community we claim to seek after so much was damned for convenience.
That makes plenty sense. We may yearn for the communities of the past, but 3rd party convenience is... well convenient. Even if we don't actually want it for our game world. As an example, I know potato chips are bad for me, so I don't buy them. But, if potato chips are placed right next to me, it's hard for me not to partake. And if the guy next to me is eating potato chips? Down the hatch they go.
If Intrepid wants to take us back to the communities of the 90s and 2000s they need to give us a reason to stay on Verra and not our browsers. Ashes already is successful in some respects to this. When it comes to guides on the best farming route, the best build and how to get it, etc. the effect of servers having different node maps is a great disincentive to make those guides. YouTubers are making videos on MMOs to get views and subscribers, so that they can make an income playing a video game. If your guide is only potentially useful for 15,000 people, then your audience is hard-capped. Making that guide isn't going to potentially give a YouTuber their dream. So, you may be better off forming a social connection with people on your server to discover that information.
With how augments will work, resource quality from gatherables ala SWG, seasons affecting our damage, and different raid bosses existing on different servers, Ashes also disincentivizes those meta guides we all know and love. Maybe you'll have to actually think about the kind of build you're going for based off what materials and augments you have unlocked for once. Can modern gamers even contemplate such horror?
But this is hardly enough. Discord is probably the biggest monster Intrepid has to deal with, ironic since that's where the most active Ashes community currently is. If people become secluded to only talking in their guild discords it takes away a large amount of the chat in-game, and leaves usually the worst kind of chat in-game.
Discord is superior to any in-game communication functions in many respects. First, all of the text based chat is recorded, so if someone happens to miss your message they can find it later. Second, it has higher quality voice chat than any VoiP I've used, with background noise-cancellation for voice activity, and Discord allows for moderation to prevent noise pollution in a channel. It has streaming services that lets you share your screen with others. And it also has a bot community that allows for notifications to be pushed to users, polls to be easily created, and whatever else they can imagine. Simply a superior form of communication to any guild chat I've seen in a MMORPG. And unfortunately, far better than anything I could hope Intrepid to make.
To me, Discord already won, and it's not close. But if you can't beat them join them. Discord in the past planned to have a "gamebridge", where a game could create a Discord server that's still hosted by Discord, and then represent that server in-game through the game's own customized UI. Imagine if instead of scrolling through a saturated guild list, you could click on that guild recruitment notice on a town board and take a look at that guild's community introduction. You would still be looking at the same monitor, you would still be in Ashes of Creation for social interactions. It also has great utility for talking to guild-mates in game through a phone app.
Here's an archive of Discord's past plans for gamebridge:
http://web.archive.org/web/20170919214205/https://discordapp.com/gamebridge
All of that would be contingent on Discord, or even a Discord competitor like Guilded, willing to work with Intrepid on that project. I wouldn't expect that to be ready by the game's release either, so it would be updated into the game after launch.
Intrepid, you can add a VOIP. You can put in what you think are all these amazing communication features that you think people will use. But you have competitors, and more than likely those in-game features you think are amazing will just never be used unless there's a good reason to use it over a third party application.