Early one Monday morning in the not too distant future one of your customers, let’s call her Alice, wakes up and, as she has for years, reaches for her phone. What happens next marks a profound change in the way she interacts with your brand forever more. Alice has just purchased a new phone which contains the next generation of digital assistants. This digital assistant (DA) has access to every piece of data that Alice generates. It knows who she has met, what she has bought