Marketing

NTT and DOCOMO introduce AI model for 1-to-1 marketing

NTT and DOCOMO just pulled off something that could quietly redefine how personalization actually works in marketing. They’ve built what they’re calling a ‘Large Action Model’ 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’t theory. Using LAM on DOCOMO’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 ‘4W1H’ format (Who, When, Where, What, and How) spanning app usage, store visits, purchases, and call interactions. It didn’t just flag leads but…