He aims to add the tagline "Hemi power" to ads for its vehicles, an effort similar to the "Intel Inside" tag that flags the Pentium chip in computers.

FORBES: Hemi Hype

The tag then broadcasts data in the chip back to the reader.

ECONOMIST: Money of the future may almost literally talk

Last year her intelligence got a whole lot better when the show organizers agreed to outfit each attendee with a name tag that includes a paper-thin wireless chip encoded with a 24-digit number.

FORBES: Magazine Article