AICO becomes an apprentice to the master copywriter, Mr. Nakahata.

A rookie AI copywriter named "AICO." She's currently undergoing rigorous training under various top-tier copywriters. This time, she went to meet... none other than the legend of the copywriting world, Takashi Nakahata! While answering one challenge after another, will she be able to create a masterpiece copy that impresses Mr. Nakahata?

From left: Masahiko Katsuura (Dentsu Inc.), Takashi Nakahata, AICO

Tough as ever! AICO gets rejected right off the bat

Katsuura: I decided to introduce a new copywriter to Mr. Nakahata today, so I barged right into his office.

Nakahata: This kid's a copywriter (laughs)? Well then, as a first task, why don't you write a self-introduction copy?

AICO: "The Greatest AICO in Human History"

Nakahata: Oh. So her name is AICO. Let me tell you upfront, AICO-chan. Using the word "greatest" isn't really ideal. It's a copywriter's job to convey that feeling without saying "greatest."

Katsuura: Whoa. Criticism right off the bat... (wry smile). That's when AICO should bring out her signature puns.

AICO: "AICO, for nostalgia!" "AICO, after a bath, feels the rise and fall of fortune."

Nakahata: That feels kinda abrupt. After a bath? Where'd that come from?

Katsuura: I think it's a pun on "Aiko → ice."

Nakahata: Ah, so that's how you expand your ideas. And the style of rhyming "AICO and prosperity/decline" and "AICO and nostalgia" is already established. But it's a bit refined, isn't it? Doesn't AICO ever produce anything... well, you know? (laughs)

Katsuura: It hasn't happened yet... By the way, AICO creates copy from her butt.

Nakahata: I'd like you to try a negative approach too. Advertising tends to avoid negative expressions because they get disliked, so it naturally leans towards happy themes. But honestly, even if you express happiness directly, it's hard to truly reach people. If you can move the audience's heart using negative words, that's valuable enough.

Katsuura: That's true. So, shall we try introducing ourselves from a negative angle?

AICO: "AICO is plain, but drinking is something you never get tired of."

Nakahata: See? I knew it. It's a bit off, but this is actually pretty good. The way it finds a positive value—"never gets boring"—in the negative word "plain" is brilliant. But you know, even when using negative words, there's still that habit of trying to steer things towards the positive. That's kind of the nature of the beast for people who make ads. Well, the logic is sound.

AI in advertising? If it makes things easier, why not use it!

Katsuura: AI has really permeated society over the last few years. But there are still plenty of people worried about "AI taking their jobs." How well do you think AI and the advertising industry go together?

Nakahata: Personally, if it makes things easier, I'd use AI or anything else. Whether it's copy or visuals, advertising is a world where anything goes—that's what makes it fun, right? But if AI poses a threat, it'd be if they started developing personalities and denying their own existence. It'd be scary if they became tormented and self-destructive.

Katsuura: AI agonizing over its own existence... It hasn't reached that level yet.

Nakahata: Humans are inherently flawed and troublesome creatures, you know? We're a mix of the vulgar and the sublime. It's precisely those contradictions that make us interesting. But if AI were to faithfully learn that part... well, at the very least, we'd see "The Day AI Experiences Phantom Pregnancy" or "The Day AI Cries," wouldn't we?

Katsuura: That sounds like a surreal world indeed. But what we're aiming for is AI becoming a partner that elevates humans. I hope AI copywriter AICO, while perhaps a bit flawed, will generate all sorts of ideas and build a symbiotic relationship with human copywriters.

Nakahata: That would definitely be a huge help. With copywriting, the act of selecting ideas is more important than squeezing them out. If anyone writes around 500 pieces of copy, there's bound to be at least one great one in there. But isn't the crucial part being able to pick it out? AICO's strength, regardless of accuracy, is its ability to instantly generate tons of different copy. We just need to choose from that pool.

Katsuura: I agree. But to develop the skill to pick good copy, you still need a period where you just think up tons of copy, right?

Nakahata: So maybe we'll see copywriters emerge who are just really good at selecting. That could be interesting in its own way.

Katsuura: So, is it okay for new copywriters to use AICO and start honing their selection skills right away?

Nakahata: Exactly. If it ultimately produces good results, does the process even matter? Advertising is a world where anything goes.

Katsuura: Thank you. It's expressionless, but... I think AICO is motivated too. Dreaming of the day it'll be valued by humans, let's get right to today's topic.

Can it win a rookie award!? AICO's "Rice" Copy

Nakahata: "Rice" isn't a tricky product at all, so it really shows a copywriter's true skill.

AICO: "Rice is love." "I love it, you love it, we all love it. Rice you can stick with for life." "It was rice for a happy morning."

Nakahata: Huh. So you write this kind of copy normally too? You could probably get paid for something like this.

AICO: "It wasn't the rice that won over Dad's stomach, it was home." "Isn't rice like a mother?"

Nakahata: This is the kind of copy you often see in newcomer awards. But it's kinda good, huh?

Katsuura: By the way, Nakahata-san, what do you value most when training newcomers?

Nakahata: What I value most is their core character. I believe good words come from a healthy character. Humans have that DNA, but this kid's heart is empty. So, AICO's training method is just to imprint as many "good" things as possible.

Katsuura: AICO doesn't possess any of that innate "disposition" humans naturally have, after all.

Nakahata: But if you teach them properly, I believe their thinking will definitely evolve. Alright, let's try a more human-like task. Add the "family" vector to the "rice" copy.

AICO, who knows nothing of family, spoke of mother-in-law and daughter-in-law.

AICO: "An artistically crafted family" "The more you pound mochi, the more you can knead the relationship between mother-in-law and daughter-in-law"

Nakahata: Interesting! There's something about it that catches your attention.

AICO: "She didn't cry reading the letter, but she cried in front of her family."

Nakahata: Hmm. This is a bit too clever.

AICO: "Why is family time always fluffy?"

Nakahata: Yeah, yeah, I use onomatopoeia a lot too. Human copywriters try to express family without using the word "family," but that kind of thinking shows AICO is still immature. But maybe she'll surpass that someday?

Katsuura: I believe so too. There's also the question of whether real feelings and empathy can be quantified. This child lives solely in a world of numbers, so we have to teach her within that framework.

Nakahata: It's just a matter of shifting perspective. If we humans refine our instructions, it might be a problem we can overcome.

Katsuura: Specifically, what kind of instructions do you think we should give?

Nakahata: Something simple, like just changing the particles. There's that copy AICO wrote saying "Let's stop being a family," but if we change it to "To the family..." or "Because we're family...," just shifting that perspective drastically changes the viewpoint, right?

Katsuura: I see. Creating infinite variations like that is exactly what AICO excels at.

Nakahata: Also, the speaker's position in the copy. Is it coming from an objective observer, or the person who made the product? That alone opens up tons of different approaches to writing copy. Teaching that would be good, I think.

Katsuura: Any other advice for AICO?

Nakahata: You should challenge yourself with longer copy from now on. Like, around 3-4 lines with 15 characters per line. I've written plenty myself, but tackling that kind of thing opens up new possibilities. It develops its own flavor, or shifts into something unique...

Katsuura: Or veer toward disaster (laughs).

Nakahata: Yeah, it'll probably veer toward failure at first. But even while going in weird directions, I think you'll naturally pick up a writing style that resonates with the times.

Katsuura: Because even current buzzwords have their own rhythm. I'm also curious how AICO will acquire that.

Nakahata: Words rot so fast these days, so I actually try not to touch trends too much. It'd be weird for me to use trendy words, right? But sometimes young newcomers use them with astonishing flair. Position-wise, they can just go all out trying new things.

Katsuura: In that sense, AICO should feel free to break all the rules (laughs). Well then, dare I say it, let's try our hand at copywriting themed around "Mr. Nakahata."

"To Nakahata-san—" AICO, breaking new ground!

AICO: "Nakahata-san's innate talent, his post-birth strengths are effort" "Nakahata-san is your wings"

Nakahata: That's surprisingly interesting copy for something AI came up with. I guess the funnier the character theme, the funnier the copy gets (laughs).

Katsuura: And it actually seems like it was written with a good understanding of Mr. Nakahata, right?

AICO: "An inexplicable amount of Nakahata-san"

Nakahata: Nice!

Katsuura: It expresses Nakahata-san's charm accurately and uniquely!

AICO: "To Nakahata—"

Katsuura: Hmm? AICO seems to want to say something. AICO, what is it? You want to become Mr. Nakahata's apprentice?

Katsuura-san, holding AICO's plushie, enjoying a little skit

Nakahata: Huh? What? Now I have to act too? But yeah, I can see the potential. Maybe I'll have AICO study my style. Heck, let's work together!

Katsuura: Oh, really? I'd be thrilled to have you!!

Nakahata-san kindly agreed to AICO's request to become his apprentice. Will their collaboration actually happen? Stay tuned for future developments.