In the book «Code Halos»: How the Digital Lives of People, Things, and Organizations are changing the Rules of Business the authors introduce the concept of "Code Halos," which refers to the vast amounts of data that surround individuals, objects, and organizations in the digital age - the authors believe, that any material object has two closely related twin entities: digital and physical.

This statement of the authors clearly illustrates the trend towards the transformation of the activities of a modern company into the Digital area, including the creation of Digital Customer Twins, which allows to offer customers more personalized product offer (personalization of the approach to customers is one of the key parameters of coming Industry 5.0 conception), as well as offer customers products more focused on their really needs - based on the analysis the current demand and forecasting of future demand. This is one of the steps to transfer the company's business from a traditional physical to a new digital entity and the first step towards creating an Autonomous Digital Company.

At the same time, the physical essence of the company will play its role only when necessary, given the fact that a number of companies do not need this in principle, and they will even more successfully operate entirely in the digital dimension. For example, many brokerage companies are already working this way, and in the near future Retail, eCommerce, banks, insurance companies, FMCG and so on will begin.

It is worth noting the important fact that the increasingly large-scale transfer of the company's activities to the digital area provides the company with epic and previously impossible opportunities for working with data, in particular - for analyzing the "Digital Footprint" of their customers - both in terms of the speed of obtaining data, processing, analysis and forecasting, as well as the ability to create new knowledge to improve the efficiency of working with the company's customers based on working with Big Data (Big Data) collected in the company from various sources and forming Customer Digital Twin) and Digital Customer Journey.

In addition to Robotic Process Automation (RPA) software solutions covering traditional tasks of automating routine business processes, which made RPA already actually “Commodity” for automatization business process, there is coming new its function of so-called "Digital colleagues".

It supports employees as a “Digital Mentor” expanding and improving the professional capabilities of employees. It in fact becoming a "Digital Professional Employee Exoskeleton" by helping the company achieve completely new levels of productivity and operational efficiency that have never been seen before, as well as increase employee engagement into their work and increasing their motivation.

Let's list below and consider in more detail some of the most popular scenarios for using such technologies and how it will radically improve business value:

-- "Digital Buddy” or Digital Personal Trusted Advisor for a customer”- performs 2 tasks at once: on the one hand, it provides a constant and strong "Feedback Loop" with a customer (it keeps and develops communication with a client after the very fact of the actual purchase of the goods, when the Digital Advisor returns after some time to the customer who has bought the product, with an offer of a product or service that can well complement the already purchased product, as well as with information about new products and new marketing initiatives that may be of interest to a customers based on an analysis of previous his/her purchases (as well as an analysis of the digital footprint of the customer and studying and analyzing his/her Digital Twin.) This scenario is usually implemented on the basis of chatbot technologies.

At the same time, the customer begins to perceive such a “Digital adviser” not as just Brand that imposes new purchases on him, but as a “Friend-Connoisseur of goods and trends”, with whom you a customer always consult on choosing the right product, who will answer questions, talk about the latest trends and with whom a customer can just chat (thus, it allows to move to the Expert & Trusted Advisor category, which is not only aware of all the user's questions about products, but also perfectly knows the needs and preferences of the customer himself and, on this basis, can help the customer with advice to choose of the right product).

It is also important to mention the very important fact that since such a “Digital Trusted Advisor or Digital-Buddy” shows empathy for the user and interest in a customer and his/her needs, we actually tie the client to the brand psychologically and stimulate purchases based on the user's emotional attachment to the Digital Advisor and, as a result, the customer transfers trust and sympathy to the "Digital Trusted Adviser" on the product promoted. In this case, the visualization of the Advisor in the form of a person, a friendly animal or a character can also significantly increase the degree of empathy that can make a customer to make a decision to buy a product.

-- “Digital Customer Data Aggregator”: formation and continuous enrichment of the Digital Twin of the Customer with information about his/her shopping habits and preferences and guiding the customer through his/her “Digital Customer Journey”.

The “Digital Trusted Advisor”, described above, constantly collects and analyzes data on the consumer behavior of the customer in order to offer him/her the most suitable one, in particular, based on the analysis of the "historical purchase trail", which allows not only to offer the best option that the customer likes and suits, but also to predict what a customer will like and will want to buy. In addition, by combining various marketing tools, it may be possible actually to "program" a customer to buy a particular product, to increase loyalty to a particular brand, to recommend products to friends.

In fact, by such a way we guide customer through the "Digital Customer Journey from the Cradle to the Grave" by informing him/her about the products that he/she may like at all stages of an interaction with the brand and making purchases in a strong "Feedback Loop".

For companies from the Retailer, FMCG, eCom, Fimnance, Insurance etc. sectors, it significantly imrove the profitability of work by:

- increasing the average amount of the check;

- making repeated purchases;

- increasing brand loyalty and commitment;

- make a customer to recommend brand to friends and colleagues.

-- Avatars as a new generation of Influencers and Brand Faces: replacing human influencers who advertise, promote and promote products using Social Selling/Streaming technologies (for example, clothes, like Big E - a famous Chinese fashion designer, and now a Web Star and The face of its youth fashion brand on Ali-Baba) - on Digital Avatars.

Such a Digital Avatar knows not only about the current wishes and preferences of a customer, but also about what a customer might like - based on the analysis of a customer’s historical purchasing behavior and forecasting possible interests, as well as a "360 analysis" of the interests and preferences of customer’ environment based on the analysis of customer activities in social networks, mail, tweets, news reading and communication with the environment.

With such an Digital Avatar, you can discuss trends, ask for advice on choosing a product and just chat like a friend because Avatar looks like a Human. Thus, a strong psychological connection develops between the Avatar representing the brand and the customer, which helps to sell already at the level of a trusted person and radically increase brand loyalty.

Also, the Avatar can be successfully used as a Consultant for clients in the development of new Brand promotion technologies, such as opening a representative office or a brand store in the Metaverses (like SandBox, etc.) and using NFT, where an Avatar can become a Client's Guide to new shopping opportunities and impressions.

In the modern "Economy of Impressions and Feelings", the very process of making a purchase and the sensations and impressions received from it and, as a result, a stable psychological and emotional connection of the brand with the customer becomes the key to successful business development and a decisive competitive advantage compared to competitors in the modern market where brand competition for customers unfolds in the minds and souls of customers.

Konstantine, CEO AIDroidHub