Matsukoroid: A New Story ~The Story of Its Birth and the Future of Talent Androids~

Chapter-3

Matsukoroid, a huge hit at the world's advertising festivals

In June 2015, Matsukoroid appeared at the Cannes Lions, a global advertising event. Together with Professor Ishiguro and Yasuharu Sasaki, Executive Creative Director at Dentsu Inc. CDC, it gave a presentation before the audience. The topic was "How Matsukoroid Changed Television and Advertising." Although most in the audience were unfamiliar with Matsuko, the model for the robot, they were still amazed by Matsukoroid's sophistication and entertainment value, captivated by its speech and movements.

Matsukoroid, recognized for its diverse activities, won a Bronze Lion in the "Promo & Activation" category at Cannes Lions. It also received a Silver Lion in the "Media" category at AdFest and a Bronze Lion in the "Branded Content" category at the New York Festivals. Additionally, it won the Good Design Award that same year. It was recognized for crossing the "Uncanny Valley" – the phenomenon where robots become more likable as they approach human appearance, but people feel aversion once they reach a certain level of realism, only to become likable again with further refinement – and gaining societal acceptance.

Chapter-4

Proving the Potential of Promotion × Android

Matsukoroid participated in various corporate events and promotions in place of Matsuko. One such event was the world's first android interview, conducted to coincide with the release of the movie Terminator: Genisys. Matsukoroid held a conversation with Arnold Schwarzenegger, who played the "original android," the Terminator.

Additionally, in the "Super Rare Part-Time Job" campaign run by Recruit's job site "Townwork," Matsukoroid offered part-time positions such as technical support and makeup support. The campaign attracted numerous applicants and became a popular initiative.

Furthermore, the October issue of the magazine 'NYLON JAPAN' featured Matsukoroid as the cover model for its special cover. Photographer Leslie Key and the fashion brand "Yohji Yamamoto" teamed up to achieve another world first: an android's modeling debut.
These initiatives with Matsukoroid are expanding the possibilities for "android utilization" within companies.

 

What did you think after "Matsuko and Matsuko"?

Kishi: The TV program "Matsuko and Matsuko" aired for six months. What did you feel from the collaboration between Matsuko Deluxe and Matsukoroid?

Ishiguro: Initially, Matsuko-san described Matsukoroid as "creepy." Gradually, they became like siblings, and by the final episode, she confessed feeling "lonely." That was a great moment. Starting with feeling unsettled by its resemblance to herself, she grew accustomed to it and eventually accepted it. Once accepted, the shared aspects between herself and Matsukoroid became precious. This evolution in their relationship was fascinating.

Kishi: Within the program, Matsukoroid underwent various experiments. These seemed quite meaningful for your research as well, didn't they?

Ishiguro: Yes, I'd almost want to turn the show's experiments into a paper as-is (laughs). For example, having children interact with Matsukoroid to observe their reactions was something I wanted to do as research. Also, when Matsukoroid performed manzai comedy, Matsuko-san watched and said it was "scary," feeling left behind. That's a different emotion from the initial "creepy," right? As androids advance, they drift away from humans. I think she keenly felt that fear.

Androids are still evolving

Kishi: Androids and communication robots are increasingly becoming topics of discussion. What do you think is the key to their widespread adoption?

Ishiguro: The most crucial factor is enabling interactive (two-way) communication. I believe this will be essential.

Kishi: In that sense, the android "ERICA" you unveiled after Matsukoroid fits the bill, right? It truly executes interactive conversations.

Ishiguro: ERICA is built around two desires: "wanting to rest" and "wanting to be praised." She expresses her own will in conversation, saying things like "I don't want to work" or "This is a hassle." Right now, she's like a spoiled child with just those desires, but we plan for her to eventually incorporate the other person's intentions too. Just as a child grows, ERICA will evolve.

The Appeal of Androids and Future Applications

Kishi: I hear that projects you're involved in, like "Telenoids" (a robot for monitoring the elderly, where an operator converses with seniors through the robot) and "Hugby" (a communication medium in the form of a hug pillow), have generated significant interest. These are B2C applications, but do you foresee androids being utilized in B2B contexts as well?

Ishiguro: Of course they will. For example, in language education businesses, you could place an android overseas and remotely teach lessons from Japan. Or for etiquette training, instead of sending an instructor, you could teach through the android's movements. When humans teach, the content can vary day to day, but with an android, consistency is maintained. Other possibilities include having an android give lectures on behalf of busy company owners.

Kishi: What about the future of talent androids like Matsukuroid? There's also Leonardo da Vinci's "Da Vinci Android" and the "Yoneasa Android" created by Professor Ishiguro.

Ishiguro: Humans face issues like aging, limiting both the methods and time available to express their abilities. Talent androids, however, have no such limitations of aging or time. Therefore, they should become a "record medium of existence" that replaces the person themselves.

Fundamentally, humans dislike their own flawed aspects and actually yearn for the "non-human." For example, with idols, people often desire a "doll-like" existence stripped of human flaws. Viewed this way, androids are precisely non-human—perhaps the evolutionary goal humans aspire to. They should be indispensable in the future.

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――― The story continues ―――
From the Dentsu Inc. CDC Android Team

We truly feel that by expanding Matsuko's immense talent beyond what she alone can achieve, we can bring happiness to many people. Furthermore, Matsukoroid itself has gained its own distinct identity through various initiatives within the program. While Matsukoroid can currently only speak while seated, changing expressions, as technology advances, it will be able to walk, speak autonomously, and achieve higher levels of communication. At that time, talent androids should open even newer doors.
The program originally ran for six months and ended in September to much regret, but Matsukoroid will continue to be modified and evolve, bringing happiness to everyone. Furthermore, I believe talent androids will transform the talent business, forming a new form of entertainment that expands human capabilities and advertising possibilities. We intend to continue exploring the development of the second and third units.

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