The Creative Coda, the Creative Data Gatherer?

The idea that there's the creative coda, the creative data gatherer. How do you see this beginning to appear in a practical sense? I could answer more broadly at marketing, and then perhaps go into to what this means for agencies. The biggest changes that can be too too a near term, i think, is around shopping and customer service are gong t be h ones that can be totally disrupted by this very, very soon....