Companies that can quickly take a data point and extract a meaningful action will be able to solve problems before customers even know about them. Through this rich intel, brands can be proactive, predictive and prepared. They can transform [the marketing department] from a reactive one to one that proactively reaches out to help. By removing the responsibility from the customer, and adding a layer of automated or human outreach, brands can demonstrate how much they value their customers (Source: Alok Kulkarni; CEO and co-founder of Cyara; 2021; marketingmag.com.au).

Do you think this (1) a realistic and (2) a desirable scenario? In your answer, please discuss how this statement is related to the three product levels, and how the mentioned rich intel and the resulting brand-customer interactions might have a dark side (i.e., backfire).