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Accenture has used Mobile World Congress as an opportunity to showcase new, "disruptive" technology, focusing heavily on VR and artifical intelligence.
Technologies include a virtual car seat, which aims to replicate the experience of being in an autonomous car, and a "Magic Store" that blends physical and digital spaces in a retail environment.
Sutcliff said: "We are seeing a lot of interest from people in the marketing world, trying to understand what the tools are going to allow them to do to create two-way interactions and to create personalised responses to people that they are interested in communicating with."
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