Politics

NTT's Large Action Model doubles telemarketing success with rapid data processing

Saturday, 22 November 2025 2:56AM UTC

NTT and NTT DOCOMO have unveiled the Large Action Model (LAM), an innovative AI system that predicts customer intent using complex behavioural data, revolutionising personalised marketing and achieving remarkable increases in telemarketing conversions in record time.

NTT, Inc. has introduced an innovative AI technology known as the Large Action Model (LAM), showcased at the recent NTT R&D Forum in Tokyo. LAM is specifically designed to predict customer intent by analysing time-series data structured according to the “4W1H” framework, Who, When, Where, What, and How, sourced from a variety of customer touchpoints, including both online platforms and physical retail environments. Unlike Large Language Models (LLMs), which primarily focus on understanding and generating human language, LAM translates human inputs into concrete, actionable steps within a given system or environment, often forming the basis of AI agents with advanced reasoning and planning capabilities to optimise sequences of actions that align with individual user goals.

This pioneering technology supports highly personalised 1-to-1 marketing by tailoring actions precisely to each customer's needs. LAM’s architecture accommodates both numerical data (quantitative values) and categorical data (classifications or labels), reflecting a complex integration reminiscent of LLM structures but specialised for sequential behavioural data analysis. This allows for sophisticated processing of diverse time-series datasets, an often overwhelming challenge due to variances in data frequency and format from different customer interactions, such as frequent app usage behaviour logs contrasting with less frequent in-store purchase records.

The development and practical application of LAM have been notably advanced through a collaboration between NTT and its subsidiary, NTT DOCOMO. While NTT led the research, development, and fine-tuning of the model, DOCOMO was responsible for customer data integration, constructing the LAM system, and validating the promotional effectiveness. Their joint effort led to a remarkable doubling in telemarketing order rates for mobile and smart life-related services compared to traditional marketing approaches. This success reflects the critical shift from conventional segment marketing, grouping customers by broad attributes like age and gender, to granular 1-to-1 marketing, which requires deep understanding of individual customer journeys derived from sequential behavioural data.

The collaboration also achieved significant computational efficiency. DOCOMO built their proprietary version of LAM in under one day of GPU computation time on a server equipped with eight NVIDIA A100 GPUs, representing approximately 145 GPU hours. This reduction in computational load is pivotal, given the traditionally high costs associated with integrating diverse datasets across multiple customer interactions and predicting future behaviours based on those sequences.

This breakthrough in AI-driven customer insight emerges in a broader context where companies increasingly seek more precise, personalised marketing strategies to improve customer satisfaction and unlock new revenue streams. The increasing availability of complex time-series behavioural data from multiple sources creates both an opportunity and a challenge; LAM’s development marks a crucial step forward in managing and utilising this data effectively.

Moreover, NTT’s wider AI ecosystem initiatives, including the Smart AI Agent™ launched by NTT DATA, highlight the company’s ongoing commitment to developing intelligent systems that automate and enhance business and marketing workflows. The Smart AI Agent™ promises to accelerate generative AI adoption, streamlining processes and enabling enterprises to leverage autonomous AI-driven solutions across various industries, signalling the broad future potential of technologies related to or inspired by models like LAM.

NTT and NTT DOCOMO’s LAM represents a significant advance in AI marketing technology, combining innovative data analysis, high-level computational efficiency, and practical marketing effectiveness. As companies continue to prioritise personalised customer experiences backed by AI, the Large Action Model could become a foundational technology transforming how businesses understand and engage with their customers.

📌 Reference Map:

^[1] Computer Weekly - Paragraphs 1, 2, 3, 4, 5, 6, 7
^[2] NTT DOCOMO - Paragraphs 2, 3
^[3] GuruFocus - Paragraph 4
^[4] ACN Newswire - Paragraph 2, 3
^[5] Computer Weekly (additional) - Paragraph 4, 5
^[6] NTT DATA Press Release (January 2025) - Paragraph 7
^[7] NTT DATA Press Release (May 2025) - Paragraph 7

Source: Noah Wire Services

More on this

https://www.computerweekly.com/blog/CW-Developer-Network/NTT-brings-Large-Action-Model-to-market - Please view link - unable to able to access data
https://www.docomo.ne.jp/english/info/media_center/pr/2025/1112_00.html - NTT and NTT DOCOMO have developed the Large Action Model (LAM), an AI technology that predicts customer intent based on time-series data from various touchpoints, including online and in-store interactions. This model enables highly personalized 1-to-1 marketing tailored to individual customer needs. NTT led the research and development of LAM, while DOCOMO integrated customer data and verified the effectiveness of promotional measures, resulting in a twofold increase in telemarketing order rates for mobile and smart life-related services compared to conventional methods.
https://www.gurufocus.com/news/3205828/ntt-ntt-docomo-establish-the-large-action-model-lam-an-ai-technology-to-accelerate-1to1-marketing - NTT and NTT DOCOMO have established the Large Action Model (LAM), an AI technology designed to accelerate 1-to-1 marketing by predicting customer intent from time-series data. NTT was responsible for the research, development, and tuning of the model, while DOCOMO handled the integration of customer data, construction of the LAM, and verification of promotional effectiveness. The collaboration led to a significant reduction in computational cost, with the proprietary LAM built using less than one day of computation on a GPU server equipped with eight NVIDIA A100 (40GB) units.
https://www.acnnewswire.com/press-release/All/103672/Establishment-of-the-AI-Techno - NTT and NTT DOCOMO have developed the Large Action Model (LAM), an AI technology that predicts customer intent based on time-series data organized in the '4W1H' format (Who, When, Where, What, and How) collected from various customer touchpoints, including online channels and physical stores. This technology enables highly personalized 1-to-1 marketing tailored to each customer's needs. NTT led the research, development, and tuning of the model, while DOCOMO integrated customer data, constructed the LAM, and verified the effectiveness of promotional measures, resulting in a twofold increase in telemarketing order rates for mobile and smart life-related services compared to conventional methods.
https://www.computerweekly.com/blog/CW-Developer-Network/NTT-brings-Large-Action-Model-to-market - NTT has developed the Large Action Model (LAM), an AI technology that predicts customer intent based on time-series data, including both numerical and categorical data. LAM's architecture is similar to large language models (LLMs) and enables future behavior prediction with a Transformer-based model. In collaboration with NTT DOCOMO, the two companies integrated their respective technologies, using DOCOMO's CX Analytics Platform to consolidate customer data into time-series form and applying NTT's LAM with an optimized tuning method, achieving significant reductions in computational cost.
https://www.nttdata.com/global/en/news/press-release/2025/january/012800 - NTT DATA has launched the Smart AI Agent™, a next-generation AI tool designed to accelerate the adoption of Generative AI and drive an estimated $2 billion in revenue by 2027. The Smart AI Agent™ autonomously extracts, organizes, and executes tasks in response to user instructions, complementing existing workforces and streamlining time-consuming processes. By enhancing efficiency across industries, the Smart AI Agent™ enables businesses to rapidly evaluate and deploy Generative AI applications, optimizing workflows and driving greater productivity.
https://www.nttdata.com/global/en/news/press-release/2025/may/ntt-data-unveils-smart-ai-agent-ecosystem - NTT DATA has unveiled a comprehensive enterprise-grade Smart AI Agent™ Ecosystem, offering industry-specific solutions to help clients transform their businesses. The ecosystem includes a patented plug-in solution that transforms legacy bots into autonomous intelligent agents and an expanded key alliance network for providing best-fit solutions. The Smart AI Agent™ is designed to enhance operational efficiency, address global talent shortages, and empower businesses with smarter automation, supporting clients end-to-end from advisory to agent management.

Noah Fact Check Pro

The draft above was created using the information available at the time the story first emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed below. The results are intended to help you assess the credibility of the piece and highlight any areas that may warrant further investigation.

Freshness check

Score: 8

Notes: The narrative introduces NTT's Large Action Model (LAM) as a new AI technology, with no prior reports found. The earliest known publication date of similar content is November 12, 2025, when NTT DOCOMO released a press release detailing the development of LAM. The Computer Weekly article appears to be based on this press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were identified. The report includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged.

Quotes check

Score: 9

Notes: The report includes direct quotes from NTT and NTT DOCOMO executives. No identical quotes were found in earlier material, suggesting potentially original or exclusive content. The wording of the quotes matches the press release, with no variations identified.

Source reliability

Score: 8

Notes: The narrative originates from Computer Weekly, a reputable UK-based publication. The report is based on a press release from NTT DOCOMO, a subsidiary of NTT, a leading global technology company. The press release is accessible on NTT DOCOMO's official website, confirming its authenticity.

Plausability check

Score: 9

Notes: The claims about LAM's capabilities align with NTT's ongoing AI initiatives, such as the Smart AI Agent™ launched by NTT DATA in May 2025. The report provides specific details about LAM's development and application, with no inconsistencies or suspicious elements identified. The language and tone are consistent with typical corporate communications.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary: The narrative presents new information about NTT's Large Action Model, with no prior reports found. The quotes are original, and the source is reputable. The claims are plausible and consistent with NTT's known AI initiatives. No significant credibility risks were identified.

AI technology
Customer marketing
Data analysis