Marketing’s AI Triad: Large Customer Model, Digital Twins, Co-Marketer (Part 4)

Digital Twins

The Large Customer Model allows for the creation of two types of digital twins: Segment Twins and Singular Twins.

Segment Twins are AI-powered models representing groups of customers who share similar behaviours, preferences, and demographic characteristics. By leveraging data from various sources such as customer data platforms (CDPs), marketing automation tools, and adtech platforms, Segment Twins analyse vast amounts of behavioural and interaction data. This includes interests, engagement patterns, and demographic details from platforms like Google, Meta, Instagram, and TikTok. These twins provide a comprehensive view of customer segments, enabling marketers to tailor strategies more effectively. By simulating these segments, brands can craft targeted and impactful marketing campaigns, ensuring higher relevance and engagement. More interestingly, marketers can converse with these twins to better understand the mindset. [See this post by Gautam Mehra.]

Singular Twins are AI-powered replicas of individual customers, capturing detailed insights into their preferences, behaviours, and interactions. These dynamic models continuously evolve, reflecting real-time customer journeys. By aggregating data from sources like CRM systems, purchase histories, browsing patterns, social media interactions, and demographic information, Singular Twins provide a comprehensive understanding of each customer. Operating within a simulated environment, or “mirror world,” Singular Twins interact with the brand’s Co-Marketer, an AI-powered assistant, to test various scenarios and identify optimal engagement strategies. This facilitates true 1:1 personalisation, allowing brands to deliver highly targeted and effective marketing campaigns by anticipating next actions. The integration of Singular Twins enables brands to anticipate customer needs, make tailored recommendations, and optimise customer journeys, ensuring every touchpoint is personalised.

The integration of AI-powered Segment Twins and Singular Twins will revolutionise marketing by providing unparalleled insights and personalisation. Segment Twins enable marketers to understand and target customer groups with precision, crafting campaigns that resonate deeply with specific demographics. Singular Twins, on the other hand, offer a granular view of individual customers, allowing for real-time, 1:1 personalised interactions. Together, these digital twins transform marketing from a broad, impersonal approach to a highly tailored strategy, driving engagement, customer satisfaction, and ultimately, higher conversion rates and loyalty. This shift not only enhances marketing efficiency but also fosters stronger, more meaningful customer relationships, positioning brands for sustained success in the AI era.

Thinks 1291

Walter Williams (1998): “How about tariffs saving jobs? That’s kind of true, but they’re saved at the expense of other jobs. Steel-tariff restrictions might save jobs for steelworkers, but they destroy other jobs. Steel tariffs raise steel prices. Thus, steel-using companies – like tractor, refrigerator, and car manufacturers – face higher production costs. Higher costs weaken their ability to compete both domestically and internationally. Politicians love this. Steelworker beneficiaries of tariffs will be eternally grateful and know whom to vote for. The invisible victims in steel-using industries won’t know why they are unemployed.” [via CafeHayek]

Jason Lemkin: “So what’s better, inbound or outbound? Outbound lets you pick who to go after.  At the right level in an organization.  Inbound?  You get who you get, at least at first, when they inbound. But one big difference is that an inbound lead is more likely to be “in market” now, or close.  They are likely to be interested in buying now or reasonably soon.  Outbound?  That’s a crap shoot. Because you’re lucky if even 10% of your potential, total customer base is “in market” right now.  It’s often much less, often 5% or less…Marketers know part of their job is to keep a vendor top of mind until they are in market. To keep moving folks down the funnel, even folks who may not buy for 1, 2, even 3+ years.”

Arnold Kling: “Fundamentally, there are too many people on a college campus who don’t belong there…This country is sending way too many young people to college. Instead, they should be going to training programs to become allied health professionals, or electricians, or solar panel installers, or something.”

NYTimes: “Shopping center landlords [in the US] have found themselves in a wholly unfamiliar position: For the first time in 20 years, demand for retail space outstrips supply. That demand has soared recently and, after years of muted construction and a purge of weak-performing properties, met a retail market with less available space. Properties that survived the purge signed up tenants that would draw more shoppers and give them more reason to linger. That meant more restaurants and venues that promote recreational experiences, like ax throwing and, more recently, pickleball. It also meant less space for traditional retailers that weren’t performing as well, like bookstores and apparel brands.”

Andy Kessler: “Why are governments so bad at execution? Accountability and incentives. There are no prices or profits, just elusive cost benefits estimated in simple spreadsheets any first-year investment banker could fudge. But these public-works projects are well intentioned, right? Hardly. Good luck finding all the hidden agendas, political back scratching and paid-off donors. Or, in the case of student loans, bribes to voters. Getting re-elected is how politicians measure the success of government work vs. private-sector profits. Those profits from each private-sector project or product provide capital that pays for the next important project. In perpetuity. Profits also provide guidance to markets that fund great ideas and kill off bad ones. It’s Darwinism vs. kleptocracy. Sadly, politicians and industrial policy will always fund dumb things.”

Marketing’s AI Triad: Large Customer Model, Digital Twins, Co-Marketer (Part 3)

Large Customer Models

This is what the new AI-first Martech stack look like:

The Large Customer Model is at the heart of this stack. In Large Customer Model: Foundation for AI-first Martech, I discuss the three layers comprising the LCM:

  1. Generic Foundational Models: These include advanced AI models like ChatGPT, Claude, and Gemini, which provide the baseline capabilities for understanding and generating language, sentiment analysis, and more. These models serve as the backbone for further customisation and development.
  2. Marketing (“Madtech”) Foundational Model: This layer is built using non-PII data aggregated across various businesses, industries and channels to enhance marketing strategies and insights. This is where the intelligence from martech and adtech (termed “madtech”) platforms can be unified to provide a comprehensive view of customer interactions across different touchpoints, improving targeting and personalisation. This allows for the development of industry-specific and channel-specific insights marketing tactics.
  3. Enterprise Model: This layer incorporates PII data unique to the enterprise’s customer base, enabling deeper personalisation and precision in customer interactions. It helps tailor marketing efforts to individual customer needs and preferences, enhancing engagement and loyalty.

Data is at the heart of the LCM. There are multiple sources of data:

  • Customer Data Platform (CDP): Demographic and transactional data residing within a “customer data warehouse” (as termed by Gartner).
  • Marketing Automation Platforms: Behavioural data across the brand’s properties (websites, apps) and channels (opens, clicks).
  • Adtech Platforms: Offsite data for segments (e.g., best customers, churned customers) aggregated via platforms like Google and Meta, including web content, search intelligence, and social media insights.
  • Product Enrichment: Data enhancing catalog attributes and descriptions for better search and product discovery.

These become the 5 Cs of LCM data:

  1. Customers: Detailed profiles and preferences
  2. Channels: Data from all communication and interaction channels
  3. Cohorts: Grouped customer segments based on behaviours and characteristics
  4. Catalog: Product and service data with enriched attributes
  5. Conversations: Interaction data, including customer service exchanges and social media engagements

The more the data, the better will be the messaging, communications, and targeting leveraging all the 3 AI variants: predictive (forecasting customer behaviour and trends), generative (creating personalized content and interactions), and agentic (enabling autonomous customer interaction agents that can make decisions and take actions).

By integrating these elements, the LCM provides a comprehensive framework for understanding and engaging customers, ensuring that marketing efforts are highly personalised, effective, and adaptive to changing customer needs and behaviours.

Thinks 1290

WSJ: ““The Laws of Connection” features Mr. Robson’s 13 principles for forming robust social ties. They include “praise people generously,” “ask for help when you need it,” and “be civil and curious in disagreements.” While some seem obvious, Mr. Robson, author of “The Intelligence Trap” and “The Expectation Effect,” notes that we frequently neglect them. He writes: “Every time we engage with another person, we make decisions that could either bring greater understanding and affection, or continued distance and isolation. As a result of our brains’ biases, we all too often choose the latter path.” One such bias is known as “the liking gap,” which describes the tendency to leave social interactions assuming that the individuals we met liked us less than we liked them. Mr. Robson wants readers to unlearn this false perception and find the confidence to build on connections, an especially useful strategy in the workplace.”

Arm CEO Rene Haas: “A really simple AI application that I use is to remove people from photographs. I’ll take pictures of my kids, my grandkids, my friends, and someone will photobomb. And you can just clean that stuff up. With [Google Photos] Magic Eraser, you can do that. Crazy simple, but that’s AI. But the areas that I personally find far more interesting are drug research and medical. A very simple example: You’re ill, you go to the pharmacy, they prescribe some medicine to you, and you look at the medicine and the side effects are as generic as it can be. That seems like something that, if the doctor knew my DNA genome sequence and would be able to map out exactly which drugs will give me what kind of reaction, knowing exactly my background and profile, that would be compelling…Another interesting example is drug research. How long does it take to develop a new drug? Ten years. That can be cut in half, it can be cut by two-thirds by using AI. That to me is incredibly exciting.”

FT: “The global population has doubled over the past 50 years to 8bn. Our species now produces over $100 trillion of output per annum in current prices. And this stuff sloshes around with an ease that was unknown in the middle of the last century. Thanks to shipping containers, successive tariff-cutting rounds and the mutation of once-communist countries into prolific exporters, almost anything can get almost anywhere. So, albeit with more friction, can people. Migrants constitute a larger share of the world’s population than in 1960. Given all this, there should be a multitude of what I am going to call “total cities”. A total city is one in which a person can find almost literally anything: any cuisine, at low, middle and extortionate price points; any art form, exhibited or performed to world-class standard; any language spoken, not in scattered households but in communities of appreciable size. If you are dating in a total city, you might go out with someone from each continent in one calendar year without pausing to notice the fact.”

WSJ: “Google…is rapidly expanding a one-year-old product, called Green Light, that will create “green waves”—that is, one green light after another—in 14 cities where the system is already deployed, says Juliet Rothenberg, product lead of Climate AI, part of Google Research. And research from the University of Michigan suggests these kinds of systems could actually save traffic agencies money, making it a no-brainer to adopt them. The secret sauce is that none of these solutions requires new hardware. Instead, they use data gathered directly from new, internet-connected vehicles or from navigation apps on their drivers’ phones to help municipalities adjust the timing of their traffic lights, making them more responsive to real-world traffic patterns. “Instead of installing cameras at an intersection, if we know the trajectory of the vehicle, then the vehicle itself becomes the traffic sensor,” says Henry Liu, who leads the research team at the University of Michigan.”

Nate Boaz on his new book, Running Toward Fire: Following the Warrior Path : “As I experienced challenges and crucible life experiences, I had a central question: Why do some go through those types of experiences and grow from them, while others self-destruct? As a business executive, I now realize we all struggle with it. We are busy—all action and no reflection. Instead, we should allow ourselves time to process and work through challenges and traumas healthily, and I hope the book will show people how to do so…[A] lesson I learned is about the character traits critical for effective leadership. It’s a balance of humility and courage—it’s not enough to have one and not the other. I learned to have the humility to not brag about the past and the courage to not rest on my laurels, remain curious, and recognize that I need other people to achieve amazing things together.”

Marketing’s AI Triad: Large Customer Model, Digital Twins, Co-Marketer (Part 2)

Recent Writings

From CEO Memo: How Agentic AI can Power the Profipoly Quest:What does the AI-first avatar of your business look like? While AI-ML models and Gen AI will help with supply chain management, process optimisation, customer services, and basic predictions, how will your customer relationships in a world where Agentic AI can enable large customer models, mirror worlds, digital twins for every customers, a Co-Marketer, and generative journeys? Are you ready for this coming future – beyond chatbots which help with coding and creatives generation? Are you prepared for a fundamental transformation in your customer relationships? How can you create this future first?…While generative AI will continue to improve productivity of every employee, the real opportunity lies is in the next generation of AI: the world of Agentic AI for the customer interface.  This world will have five building blocks: Large Customer Models, Mirror World, Digital Twins, co-Marketer, and Generative Journeys. Taken together, they will enable the three objectives of hyper-personalisation, the digital twin interacting with the Co-Marketer to simplify the engagement process, and win-win journeys which are value-maximising for both the brand and the customer to enable faster conversions.

From Martech’s 10+1 Foundations in the AI Age:

  1. Unistack: A unified technology stack that integrates various martech functionalities into a single platform for better data consistency and reduced complexity.
  2. Unichannel: Seamless integration of multiple communication channels to ensure consistent and synchronized messaging across all platforms.
  3. Large Customer Model: Advanced models built on extensive customer data to create dynamic, real-time evolving profiles for hyper-personalization.
  4. Digital Twins: AI-powered replicas of individual customers predicting needs and behaviors for personalized interactions at scale.
  5. Co-Marketer: An AI-powered marketing assistant that collaborates with human marketers to optimize segmentation, campaign planning, content creation, and customer journeys.
  6. Mirror World: A virtual environment where AI agents can simulate and test various customer scenarios and strategies, allowing for refined approaches before real-world deployment.
  7. Generative Journeys: Dynamic, adaptive customer journeys that leverage AI to create personalized, real-time engagement paths, ensuring smooth transitions through various stages of customer interaction.
  8. Bundled Kaizen Services: Continuous improvement services integrated into martech offerings, combining human expertise with automated enhancements for evolving customer needs.
  9. Profishare: A profit-sharing model where martech companies earn revenue based on the incremental profits generated for their clients, aligning interests and ensuring mutual success.
  10. B2C Business/Platform: Owning and operating a B2C platform to demonstrate the efficacy of martech solutions, providing real-world performance evidence and building client trust.
  11. Profits: The foundation of business sustainability, allowing martech companies to invest in innovation and withstand market fluctuations, ensuring long-term success and control.

Thinks 1289

WSJ: “Spreadsheets remain a go-to application in today’s workplace, but depending on how they’re used, they can hamstring efforts to incorporate artificial intelligence into operations, chief information officers say. “Organizations are awash in spreadsheets,” said Frank Sicilia, CIO at enterprise software company Egnyte. “I don’t care what it is that you do for a particular organization, somebody’s got a spreadsheet somewhere.”…Data, which can include a company’s transaction records, analytics and other types of proprietary information, is considered to be the backbone of any AI model. That’s because that data is used to teach the AI how to spot patterns and make predictions. But lacking a consistent, verified version of data, also known as a “single source of truth,” is a major problem because enterprises then are uncertain about what data they should analyze and feed into their AI models.”

Charles Blow: “As Evelyn Couch said to Ninny Threadgoode in Fannie Flagg’s “Fried Green Tomatoes at the Whistle Stop Cafe”: “I’m too young to be old and too old to be young. I just don’t fit anywhere.” I think about this line often, this feeling of being out of place, particularly in a culture that obsessively glorifies youth and teaches us to view aging as an enemy. No one really tells us how we’re supposed to age, how much fighting against it and how much acceptance of it is the right balance. No one tells us how we’re supposed to feel when the body grows softer and the hair grayer, how we’re supposed to consider the craping of the skin or the wrinkles on the face that make our smiles feel unfortunate…Aging, as I see it, is a gift, and I will receive it with gratitude.”

NYTimes: “A story can entertain and inform; it can also deceive and manipulate. Perhaps few stories are as seductive as the ones we tell ourselves about ourselves — those reasonable, principled creatures so many of us presume ourselves to be. As Annalee Newitz writes in “Stories Are Weapons,” propaganda is premised on exploiting the discrepancy between surface beliefs and unconscious motives. A clever propagandist can get any number of people who see themselves as invariably kindhearted to betray their ideals. Newitz gives the example of anti-immigration campaigns: Make humans so fearful that even pious, churchgoing grandmothers will countenance rounding up their fellow humans in detention camps.”

Vasant Dhar: “Stories are incredibly powerful, but creating a good story is an art that is shaped from within, forcing us to connect the dots into a coherent arc.  The creator of TED, Chris Anderson, describes it well in his book on public speaking, but it applies equally to writing. I wrote my TED talk multiple times before testing it on a few audiences, and memorized it because every word was deliberately chosen, although I allowed myself some wiggle room during the talk based on what I was sensing from the audience. One of the hardest tasks for scientists and business people is coming up with the right story. A trading strategy that tells a story is a lot more compelling to an investor than one that just presents the numbers. In investing, a good story not only explains the numbers, but has predictive power – it predicts the future numbers as well. In other words, the story establishes expectations about the future.”

Marketing’s AI Triad: Large Customer Model, Digital Twins, Co-Marketer (Part 1)

Coming Change

Digital marketing to maximise customer LTV (lifetime value) typically has three primary components: zero- and first-party data, segments and cohorts, and campaigns driven by martech platforms. There are other elements also: push channels to send messages, analytics to help personalise recommendations, and in the case of eCommerce companies, product catalogs. But at the core, it is about data, segments, and multi-channel campaigns.

The new world of agentic AI will transform all the three: customer data will be subsumed in a marketing LLM (what I call a “Large Customer Model”), segments will be represented by Digital Twins, and journey orchestration and campaign management done by marketing teams will be coordinated by a Co-Marketer. This new AI-powered triad will make marketing more efficient, helping businesses in their Profipoly Quest by maximising LTV for every customer and reducing CAC (customer acquisition cost).

This will be driven primarily by Agentic AI’s ability to use data to hyper-personalise conversations and anticipate intent, and then use Channels 2.0 (powered by Email’s triad of AMPs, Epps, and Ads) to influence actions by creating hotlines to solve the attention recession problem. In doing so, marketers will finally be able to address the three big profit killers: poor data, funnel friction, and marketing waste. Customer retention and development will take precedence over constant new acquisition. This will help businesses create a flywheel of exponential forever profitable growth.

Martech’s AI triad of LCM, Digital Twins, and Co-Marketer will add a customised AI layer fine-tuned for every business to bring a new level of customer understanding and personalised experiences across all touchpoints. It will also bring to fruition the oft-discussed vision of madtech (combining martech and adtech). It will enable early adopters to challenge leaders, thus creating new winners. In other words, Martech’s AI triad (along with Email’s triad) will reset consumer-facing industries.

To bring this vision to life, CEOs will need leaders who can combine a deep understanding of marketing and AI with a passion for not just growth but profits. While CMOs are well-placed to lead this next wave, they will need to unlearn and learn. AI’s “co-intelligence” will open new vistas, enabling them to create a “department of one” for a “segment of one.” The soon-to-be trillion-dollar advertising industry will be disrupted and so will Big Tech. A new world awaits.

In this essay, I will bring together my recent writings with some new thinking to discuss how Martech’s AI triad will reshape the digital landscape. In a subsequent essay, I will discuss how email is about to be transformed from an engagement channel to a frictionless conversion platform. Together, AI-powered martech and email herald new opportunities for businesses and vendors (email, CPaaS, and martech sellers).

Thinks 1288

Idris Elba: “If you always tell the truth, you’ll never have to lie again.”

Eric Yuan: “I think an AI avatar is essentially just an AI version of myself, right? Essentially, in order to listen to the call but also to interact with a participant in a meaningful way. Let’s say the team is waiting for the CEO to make a decision or maybe some meaningful conversation, my digital twin really can represent me and also can be part of the decision making process. We’re not there yet, but that’s a reason why there’s limitations in today’s LLMs. Everyone shares the same LLM. It doesn’t make any sense. I should have my own LLM — Eric’s LLM, Nilay’s LLM. All of us, we will have our own LLM. Essentially, that’s the foundation for the digital twin. Then I can count on my digital twin. Sometimes I want to join, so I join. If I do not want to join, I can send a digital twin to join. That’s the future.”

WSJ on Leo Melamed: “Futures markets aren’t the gambling dens of populist caricature. They let farmers and businesses hedge risk. They let small investors protect themselves against market volatility, and multinational companies grow by providing insurance against currency fluctuation. In 1987 Mr. Melamed launched electronic trading with the Globex system. The change directly threatened the open-outcry system that had dominated the exchanges since their inception. Think of the movie “Trading Places.” Many traders were furious, but the change drove financial markets into the future and preserved the Merc’s prominence in global finance. “Competition is the key,” Mr. Melamed says. “It makes growth happen.” Free markets are out of political fashion these days, though they have lifted billions from poverty. Good for the Chicago museum for recognizing a native son’s contribution to American freedom and prosperity.”

Sheldon Richman: “Democracy: the matching up of people who want free stuff with politicians who promise free stuff. Problem: free stuff as they all imagine it does not exist.” [via CafeHayek]

Peter Gray: “Real learning (that is, learning something worth learning) is not passive absorption of information in such a way that all you can do with it is parrot it back. It is always an active process that requires thought and initiative on the part of the learner. Such learning is always a creative act of discovery. Events that the learner experiences—including sometimes words presented by a teacher—are stimuli that can help, as clues to the discovery, but those aren’t what produce the discovery. The learner produces it.” [via Arnold Kling]

Life Notes #20: Abhishek’s Birth Story – 2

Anjali’s determination was what brought the dream of parenthood back in our eyes. If she was not willing to give up, why were we? She was willing to try all options to help us become parents. This never-say-die attitude on their part was what brought us back to their clinic in July 2004 for our second ICSI procedure.

Like the previous occasions, everything went fine. But this time, I was much more guarded in my optimism. I decided I will not think about it at all. No more of the what-if-Bhavana-is-pregnant mind games. If it happened, I would think about it later. Else life would go on. Bhavana and I had decided that this would be our last attempt (something we had not told the Malpanis). Life had to go on.

I left for the US on a business trip a couple days after the procedure. The hectic schedule over the next two weeks left me little time to think. But I knew that the blood test was scheduled for August 16. As the date neared, I could not but think about the outcome. I was not very optimistic this time around, but there is always that glimmer of hope which never ebbs away.

And then came Bhavana’s happy call.

When I look back, my muted response to Bhavana’s positive test was perhaps an outcome of the business ups and downs I had become so used to in my life as an entrepreneur. Failure makes success sweet but it also teaches equanimity. Success and failure are but two sides of the same coin. We had experienced six previous failures over the past three years. Mentally, I was ready for another one. When the news of the success finally came, I was still hesitant to accept that our long wait was over. After all, waiting was something we had become very used to over the years.

On April 19, 2005, Abhishek came into the world as a six-and-a-half pound baby after a Caesarian. I could not believe it till I saw him and held him in my own hands. Five years after our first meeting with the Malpanis and eleven-and-a-half years into our marriage, Bhavana and I were parents.

For me, the lasting memories of that day are when both Anirudha and Anjali came (separately) to Breach Candy Hospital and held Abhishek in their hands. He was, after all, their creation. He was a triumph of their determination as much as he was our dream come true.

**

Anjali has been a friend for Bhavana and me through these years. She exemplifies the joyful spirit of life itself with her infectious joie de vivre. For her, every day is a blessing, every moment to be lived – for a mission. Bringing more babies in the world. Always patient, always ready to answer every question, always persevering, she goes the extra mile. For her, there is no “patient” – only mothers-in-waiting.

The book tells the stories of Latika, Nicole, Jyoti, Lily, Pooja, Durga, Yasmin, Shivani, Lakshmidevi, Kanta, Sushma, Sudha, Rakesh and Arjun, and countless others. Through these pages, you will live their ups and downs, ask their questions, and get Anjali’s answers. As someone who was once sitting across the table from Anjali, I could not help but relive our trials and tribulations as I read through these stories. There is something magical about the birth of a baby. Most are fortunate to experience it in the natural flow of life. Some need help. And for them, God has sent doctors like Anirudha and Anjali.

As I finished reading the book, all I could do was echo the same words from a moment long gone by but never forgotten, “Thank You, Anjali.”  

Thinks 1287

Manu Joseph: “Most people are not trained to be alone physically, therefore they are not trained to be alone mentally. I do feel that almost everyone has a conversation with the self, but very few know how to argue with themselves. And the only way to make decisions is to argue with oneself and be acutely aware of all the forces influencing us, especially the shameful and petty ones.”

WSJ: “Productivity guru David Allen established a popular framework for time management in his bestselling 2001 book, “Getting Things Done.” He’s published several follow-ups over the years. “Team,” written with Edward Lamont, recognizes a fundamental shift that has taken place in offices. Knowledge work increasingly demands collaboration: If a team lacks clear purpose, or if its members are overwhelmed, its performance will suffer. That model features five steps for gaining control over your daily schedule: capture, clarify, organize, reflect and engage. The authors guide readers through each one, describing common ways that teams fall short and sensible ways to course-correct. Under “clarify,” they note that responsibilities should be made explicit for team members but that meetings often end without clear mandates. “By asking specifically, ‘What’s the next action on this?’ we’ve watched thousands of teams unblock projects that had become stuck,” they write.”

Benjamin Rogge in 1965: “Whose task is it to create jobs then? No one’s; the jobs to be done are implicit in the wants of the consumers. The only problem is to find the appropriate mechanism for bringing workers and jobs together.” (via CafeHayek)

FT: “Brain-computer interfaces can bypass neural impediments that prevent people who are severely disabled by accident or disease from moving their limbs — and enable those who cannot speak or operate a keyboard to communicate. Within a few years BCIs could develop into a market worth several billion dollars a year treating patients with severe motor impairment through injury or disease, according to Michael Mager, chief executive of Precision Neuroscience, a medical BCI company in the US. The long-term implications are far greater. “We are creating a link between human intelligence and artificial intelligence,” says Mager. “It is possible that the only use for that fundamental connection will be paralysis, but I think it’s very unlikely.””

WSJ: “Mobile e-commerce has for years been hailed as the future of shopping. Online shops as well as airlines and hotels have upgraded and pushed apps or mobile-optimized websites as a way to get our attention—and access to our wallets. By using push notifications, mobile-only deals and other levers, vendors can tempt customers to make quick, unplanned purchases. It’s finally working, as this past holiday season was the first time mobile-revenue share surpassed desktop, reaching 61% on Christmas Day, according to data from Adobe. But that increase masks what shoppers say they want, particularly when it comes to large purchases. They often call these “big-screen purchases”—shopping done on computers. You might not like a retailer’s app or mobile website. You might prefer a web browser with extensions that track coupons or price changes. You might just want a second window open to check a calendar or a map. And the laptop’s extra friction makes shoppers more careful: Many people say they have moved too fast on a phone, accidentally buying the wrong plane tickets.”