Japanese firms NTT DOCOMO and NTT, Inc. unveiled a new AI technology labeled the Large Action Model” (LAM), designed to analyse time-series data across customer touch-points to enable personalised one to one marketing. The model uses “4W1H” data (who, when, where, what, how) from online and in store interactions and promises to double order rates in tele-marketing campaigns. It is aimed at helping carriers and retail marketers enhance conversion efficiency and customer-specific offers. The rollout begins in Japan, with ambitions to expand across Asia in 2026.