{"id":23887,"date":"2025-11-13T11:08:23","date_gmt":"2025-11-13T11:08:23","guid":{"rendered":"https:\/\/itbusinesstoday.com\/?p=23887"},"modified":"2025-11-13T11:08:23","modified_gmt":"2025-11-13T11:08:23","slug":"ntt-and-docomo-introduce-ai-model-for-1-to-1-marketing","status":"publish","type":"post","link":"https:\/\/itbusinesstoday.com\/ja\/martech\/marketing\/ntt-and-docomo-introduce-ai-model-for-1-to-1-marketing\/","title":{"rendered":"NTT\u3068\u30c9\u30b3\u30e2\u30011to1\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306bAI\u30e2\u30c7\u30eb\u5c0e\u5165"},"content":{"rendered":"<?xml encoding=\"utf-8\" ?><p>NTT and DOCOMO just pulled off something that could quietly redefine how personalization actually works in marketing. They&rsquo;ve built what they&rsquo;re calling a &lsquo;Large Action Model&rsquo; or LAM, an AI system trained not on text like ChatGPT, but on the sequence of human actions across time. The premise is sharp: predict what a person intends to do next based on how they behave across digital and physical touchpoints, and then tailor the outreach accordingly.<\/p><p>This isn&rsquo;t theory. Using LAM on DOCOMO&rsquo;s own customer base, they managed to double the success rate of telemarketing orders for mobile and smart life services. The model studied real-world data in the &lsquo;4W1H&rsquo; format (Who, When, Where, What, and How) spanning app usage, store visits, purchases, and call interactions. It didn&rsquo;t just flag leads but also figured out the best timing and method for engagement, allowing agents to reach people when they were actually ready to act.<\/p><p>\u6700\u3082\u512a\u308c\u3066\u3044\u308b\u306e\u306f\u52b9\u7387\u6027\u3067\u3059\u3002NTT\u3068 <a href=\"https:\/\/www.docomo.ne.jp\/\" data-no-translation=\"\">NTT DOCOMO<\/a> pulled this off with just 145 GPU hours on eight NVIDIA A100s, which is about 1\/568th the cost of training a standard large language model like Llama 1 7B. For enterprise AI teams, that&rsquo;s a quiet but powerful flex, not only proving that generative AI can extend beyond text, but also that it can be built lean and purpose driven.<\/p><h4>\u3053\u3061\u3089\u3082\u304a\u8aad\u307f\u304f\u3060\u3055\u3044\uff1a <a class=\"p-url\" href=\"https:\/\/itbusinesstoday.com\/ja\/martech\/marketing\/mercari-launches-biz-delivery-to-boost-e-commerce\/\" rel=\"bookmark\">Mercari Launches &lsquo;Biz Delivery&rsquo; to Boost E-Commerce<\/a><\/h4><p>LAM learns intent from the order of behavior. A call before a purchase means awareness, a call after browsing suggests persuasion, and a call post purchase signals support. The model captures these subtle contextual cues to predict what&rsquo;s most likely to convert next. That&rsquo;s what makes it so different from conventional recommendation systems that treat user actions as isolated dots instead of connected signals.<\/p><p>\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306f\u73fe\u5728\u306e\u904a\u3073\u5834\u3067\u3059\u3001, <a href=\"https:\/\/www.global.ntt\/\" data-no-translation=\"\">NTT<\/a> \u306f\u3059\u3067\u306b\u3001\u540c\u3058\u30ed\u30b8\u30c3\u30af\u3092\u30d8\u30eb\u30b9\u30b1\u30a2\u3084\u30a8\u30cd\u30eb\u30ae\u30fc\u306b\u5229\u7528\u3059\u308b\u3053\u3068\u3092\u691c\u8a0e\u3057\u3066\u3044\u307e\u3059\u3002\u533b\u7642\u5206\u91ce\u3067\u306f\u3001LAM\u304c\u6cbb\u7642\u5c65\u6b74\u3092\u5206\u6790\u3057\u3066\u60a3\u8005\u306e\u8ee2\u5e30\u3092\u4e88\u6e2c\u3057\u305f\u308a\u3001\u51e6\u65b9\u3092\u6700\u9069\u5316\u3057\u305f\u308a\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002\u30a8\u30cd\u30eb\u30ae\u30fc\u5206\u91ce\u3067\u306f\u3001\u65e5\u5c04\u91cf\u3068\u767a\u96fb\u91cf\u306e\u6642\u7cfb\u5217\u30c7\u30fc\u30bf\u304b\u3089\u5b66\u7fd2\u3057\u3001\u30a8\u30cd\u30eb\u30ae\u30fc\u51fa\u529b\u3092\u3088\u308a\u6b63\u78ba\u306b\u4e88\u6e2c\u3059\u308b\u3053\u3068\u304c\u3067\u304d\u307e\u3059\u3002.<\/p><p>LAM\u306e\u6838\u5fc3\u306f\u3001\u8a00\u8a9e\u7406\u89e3\u304b\u3089\u884c\u52d5\u7406\u89e3\u3078\u3068\u30b7\u30d5\u30c8\u3059\u308bAI\u306e\u6b21\u306e\u7ae0\u3092\u57a3\u9593\u898b\u308b\u3053\u3068\u3067\u3059\u3002\u5927\u898f\u6a21\u306a\u8a00\u8a9e\u30e2\u30c7\u30eb\u304c\u6a5f\u68b0\u304c\u79c1\u305f\u3061\u3092\u8aad\u307f\u53d6\u308b\u306e\u306b\u5f79\u7acb\u3063\u305f\u306e\u306a\u3089\u3001\u5927\u898f\u6a21\u306a\u884c\u52d5\u30e2\u30c7\u30eb\u306f\u6700\u7d42\u7684\u306b\u6a5f\u68b0\u304c\u79c1\u305f\u3061\u3092\u4e88\u6e2c\u3059\u308b\u306e\u306b\u5f79\u7acb\u3064\u304b\u3082\u3057\u308c\u307e\u305b\u3093\u3002.<\/p><p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>NTT and DOCOMO just pulled off something that could quietly redefine how personalization actually works in marketing. They&rsquo;ve built what they&rsquo;re calling a &lsquo;Large Action Model&rsquo; or LAM, an AI system trained not on text like ChatGPT, but on the sequence of human actions across time. The premise is sharp: predict what a person intends to do next based on how they behave across digital and physical touchpoints, and then tailor the outreach accordingly.This isn&rsquo;t theory. Using LAM on DOCOMO&rsquo;s own customer base, they managed to double the success rate of telemarketing orders for mobile and smart life services. The model studied real-world data in the &lsquo;4W1H&rsquo; format (Who, When, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":23888,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"wprm-recipe-roundup-name":"","wprm-recipe-roundup-description":"","postBodyCss":"","postBodyMargin":[],"postBodyPadding":[],"postBodyBackground":{"backgroundType":"classic","gradient":""},"footnotes":""},"categories":[208,211,190,92,237,206],"tags":[486,9179,571,367,2622],"ppma_author":[572],"class_list":["post-23887","post","type-post","status-publish","format-standard","has-post-thumbnail","category-apac","category-japan","category-marketing","category-martech","category-news","category-regional","tag-ai-technology","tag-cx-analytics-platform","tag-marketing","tag-ntt","tag-ntt-docomo"],"yoast_head":"<!-- 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