Dentsu Digital Inc. released " ∞AI " (Mugen AI) in December 2022. This groundbreaking service extends AI technology, previously used mainly for effectiveness measurement, into the creative domain to support the creative process in digital advertising.
This time, we interviewed Mr. Junichi Wada of Dentsu Digital Inc., who was involved in developing "∞AI." He discussed the service's features, development background, and the future impact AI will have on the advertising industry across two parts.
A Service Contributing to Creativity, Not Just Effectiveness Prediction
Q. First, could you tell us about your career leading up to developing "∞AI," including your previous job?
Wada: Previously, I worked at a web-specialized agency. My work involved website consulting, such as optimizing conversion rates—the actions users take after viewing a website, like making a purchase, registering for membership, or requesting materials.
Even back then, I had the goal of eventually enabling website optimization through AI. That's how I entered the world of AI. Later, I joined Dentsu Digital Inc. and worked in a team promoting the fusion of creative and technology. Initially, we started by challenging ourselves with AI-powered auto-generation. My work evolved from there, leading to my involvement with "∞AI."
Junichi Wada, Dentsu Digital Inc.
Q. The name "∞AI" is unique. What are its key features, and how does it differentiate itself as an AI-powered service?
Wada: The naming embodies two major concepts: "accompanying customers infinitely to pursue results together" and "unleashing the infinite potential of creators."
Currently, AI application in advertising focuses heavily on "effect prediction," and we analyze that most AI services already released in the market specialize in this area. In contrast, the key feature and differentiation point we want to emphasize for "∞AI" is its ability to support not only effect prediction but the entire creative production process.
Ad creation involves four critical stages: "discovering appeal axes," "generating creative content," "predicting effectiveness," and "suggesting improvements." ∞AI provides AI-powered support across all these stages. For example, in discovering appeal axes, it can read massive data sources and extract multiple appeal words that resonate with human emotions. This enables the discovery of appeal points from previously unnoticed perspectives.
For creative generation, the scope of AI involvement significantly expands—such as using text generation language models to create copy. This enables the production of ads with the quality, quantity, and speed needed to meet diverse needs, which is a key feature of this service.
Q. What kind of client companies is this service suited for?
Wada: At this stage, I believe it's well-suited for client companies currently running direct-type digital advertising campaigns aimed at promoting their products or services themselves, and who prioritize speed and want to rapidly cycle through PDCA. Since AI automatically identifies the advertising creative needing improvement and provides multiple optimization proposals, it allows for swift consideration of next steps, making it highly suitable for digital advertising operations.
AI is just one tool. Master it to expand your ideas
Q. How has the response to "∞AI" been since its release?
Wada: We've received an overwhelming number of inquiries and consultations. The nature of these consultations generally falls into two main categories: "Cases where clients approach us with an image of AI as a panacea, driven by high expectations," and "Cases where clients remain skeptical about AI and seek consultations to verify its accuracy through testing." Many also express a desire to verify whether claims that AI "delivers results" are actually true, given that what AI can achieve remains largely unknown.
Regarding creative work, cases where AI generates copy are gradually increasing. However, at this stage, copywriters still need to review and refine that copy, and designers handle many elements of layout and design. Therefore, focusing solely on that aspect might lead many to think, "Ultimately, humans are still making the final judgments, aren't they?" The mainstream approach remains AI proposing "high-scoring options" and humans using these as creative hints to produce actual outputs. However, we're now seeing significant demand to "see what happens if we create exactly what the AI suggests, without human intervention."
Q. As seen with the recently popular generative AI, there's also the fact that human involvement improves the quality of AI-generated creative. Does this mean "∞AI" also has value when used by skilled creators or directors? Do you want people to understand this point clearly?
Wada: No, I don't think I can make a blanket statement about that. In reality, I believe there are two distinct patterns of demand for AI-powered advertising creative. One pattern involves seeking high-level creative where human involvement leads to new ideas through interpretation of the AI's output. The other is where, while there are currently challenges like confirming copyright risks, the priority is on quantity and speed over high quality, making AI-generated content sufficient. In other words, I want client companies to recognize that there are cases where human involvement is better, and cases where AI alone can complete the task, understanding the characteristics and benefits of each.
Q. I see. So, it's about improving the accuracy of what AI can create on its own versus having human involvement to create something better overall. Mr. Wada, which direction do you want to pursue with "∞AI"?
Wada: As a developer, I naturally aspire to create AI that can produce high-level work without human intervention. However, just as the name "∞AI" embodies the idea of "unleashing infinite potential for creators," I also want to support people who draw inspiration from AI-generated work to pursue even higher levels of creativity.
One key feature of "∞AI" is its concept of being "AI that supports people and expands their potential." I also want to focus on strengthening its role in supporting creators' ideas.
I frequently use generative AI myself and have personally experienced how conversing with it can shift my perspective or help me see things from a different angle. Ultimately, AI is just a tool. That's why I believe how effectively we use it is crucial.
"∞AI" doesn't just predict effectiveness; it also excels creatively. As a partner supporting creators' work, it's likely to continue attracting attention from many companies. In the second part, we'll delve deeper into how AI impacts advertising and creators' roles, and how the industry is transforming.
As a Web Director at a major online advertising agency, I led project management for website construction and operation, as well as access analysis consulting utilizing tools like Google Analytics. In 2014, transferred to Nextedge Dentsu Inc., where I served as a CRO (Conversion Rate Optimization) consultant, leveraging web access analytics, LPO tools, DMP tools, and user testing. In 2016, joined the Advanced Creative Center from its inception, driving the planning of direct creative, its PDCA cycle, and the development of AI-powered creative solutions. Assumed current position in 2023.
