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RESEARCH, ANALYSIS & TRENDS

• Digital products and the Internet of Things (IoT) ago, the research lab OpenAI released the full
will enormously increase the number of digital version of a text-generating AI system called GPT-2
touchpoints. This is where the latest generation of that experts warned could be used for malicious
MarTech shows its strengths. With the right purposes. Anyway, trained on eight million text
interfaces to connected IoT devices, far more documents scraped from the web, it can respond to
detailed and timely information on customer text snippets supplied by users. What becomes
behavior and preferences can be provided than ever obvious is that it is only the harbinger for AI-
before. Using NEST, Google can already determine supported content creation, initiating highly
the heat consumption of individual households quite individualized approaches at the beginning of an
well and, above all, in real-time. An insight that individual customer journey.
could become, for instance, a real disadvantage for
existing energy providers. Marketing technology for automation is clearly much
more than just a digital factor for future
• And finally, Artificial Intelligence (AI) can optimize competitiveness. Anyone who delves deeper will surely
the functional aspects of a product design and find one or the other turning point for disruptive
increase the variety of products a brand can offer, marketing. ◊
and marketers need to have a plan for knowing what
products they offer and what features are really in By Daniela La Marca
demand. The rest is then “just” a question of
marketing technology. For instance, around a year

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