Dentsu Inc. Develops AI-Powered Trend Keyword Prediction System "TREND SENSOR (Beta Version)"

The text of the Dentsu Inc. news release distributed on December 17 is as follows.

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December 17, 2018

― For Use in Creative Planning Areas ―

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has developed "TREND SENSOR (β version)", a system that predicts trending keywords by analyzing big data using AI.

In today's world, where information floods the internet and trends come and go, there is a growing need to capture emerging trends faster and effectively leverage them for marketing. However, manually identifying trend signs within vast amounts of information has its limits, leading to the development of this system that utilizes AI to analyze big data.

The system's key feature is its "Cross Trend Propagation Model," which discovers new trend signs by cross-referencing social media and mass media information. As social media increasingly plays a vital role in trend propagation—and as trends no longer necessarily originate from mass media—combining these two information sources reveals new patterns of trend spread. Based on these analyses, the AI developed jointly with our subsidiary Data Artist Inc., which specializes in AI development, is working to predict trend keywords by demographic across 10 categories, including anime, gourmet, and business.

Moving forward, we will first advance its use as a tool to scientifically support idea development in the creative planning domain. Simultaneously, we will pursue further research and development, aiming to apply trend forecasting to character content development and business development in areas like fashion. Through these efforts, we will strengthen our role in creating new trends and stimulating/creating demand.

■Cross-Trend Propagation Model

As mass media is no longer the sole source of trends, plotting social media buzz volume on the vertical axis and mass media buzz volume on the horizontal axis reveals that trend trajectories often follow a path like the blue line in the diagram below. AI-driven big data analysis has confirmed that keywords actually follow such trajectories.

■"TREND SENSOR (β version)" Logo

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/1217-009697.html