Dentsu Tokyo’s AI Mirai Unlocks the Future of Advertising
Harriet Icay, February 21, 2019 | 3:12pm
TOKYO - Dentsu opens up new possibilities for the creative industry by challenging what AI can do in the business setting with the AI Mirai. An integrated project team, the AI Mirai goes beyond the expected by utilizing artificial intelligence to develop solutions and innovative, cutting-edge technologies for marketing.
“AI Mirai is a cross-department task force team in Dentsu. We are a group of one hundred employees from various areas, such as creative media, as well as digitalization. In utilizing AI, it is our mission to change work for us as well as for our customers. Our focus is to utilize the AI as an effective tool,” says Takuya Kodama, AI Mirai’s Chief Planner for Business Strategy Division.
Mirai means ‘future’ in Japanese. Composed of 100 team members from different backgrounds such as digital advertising, marketing, mass communications, and creative work, the AI Mirai team focuses on three areas such as marketing, business development, and workstyle.
AI Mirai is providing solutions in Dentsu’s main businesses of advertising and marketing through AI applications like AICO, SHAREST, and MAI. AICO, or AI Copywriter is an AI-enabled copywriting system that can generate vast amounts of advertising copy at a single command.
“AICO stands for AI Copywriter and it was developed in collaboration with Japanese universities. It has the ability to generate 100 copies in 5 seconds. The SHAREST is TV ratings forecasting AI. It will utilize various information from TV programs and utilize the learning to forecast the TV ratings for different targets.”
On the other hand, MAI, which stands for Marketing AI, is a system that collects metadata from television content and uses it to create strategic key words for marketing purposes. SHAREST is an AI-based forecasting system for TV audience rating based on deep learning.
Also included in AI Mirai’s roster of AI developments that help their clients overcome business challenges are AI-powered commercial planner, algorithms for predicting future trends, and the development of advanced news analysis tools.
Creating new businesses beyond the sphere of marketing through proactively collaborating with other companies is also one of the key focuses of AI Mirai. Recently, the project team has partnered with Nippon Cultural Broadcasting Inc., a Japanese radio station, to develop businesses that combine AI with the data and assets of various companies to produce two technologies such as AI speaker capabilities and audible device applications.
AI Mirai also aims to implement business innovations while changing styles of working and boosting productivity for their clients by including AI in Robotics Process Automation (RPA). The team also offers support to solve client issues such as shifting regular operations to AI and advanced RPA, using algorithm to automatically classify work data, and applying AI to website crawling.
“AI Systems are developed by the RND Department cannot always be effective in the front line therefore we are utilizing creators to come together to generate new ideas in AI so that their work can become more efficient.