As AI's presence grows, it highlights the endearing qualities of human beings.

Shaping the Future with Digital-Driven CX

Monthly CX: First, please tell us about the work you are currently engaged in.

Namikawa: As the head of the CXCC Center, I design CX (Customer Experience) creative solutions that leverage various technologies, including AI, to expand our clients' businesses and communications.

In 2024, guided by the idea that "future living" would be a major theme when envisioning a human-centered future, we reorganized our unit and newly established the Future Living Research Department. The underlying intent is that, fundamentally, clothing, food, and shelter are all experiences, and considering how people will live is synonymous with considering CX.

Currently, we are advancing various initiatives in collaboration with teams within Dentsu Inc., including the Future Business Research Institute founded by Mr. Yoshida, and various research institutions.

Yoshida: I share the same vision as Mr. Namikawa. Amidst changes in people's lifestyles and society due to factors like declining birthrates, aging populations, and the COVID-19 pandemic, I feel there's a growing societal need for solutions focused on the future.

Therefore, to strengthen the structure and expertise for creating future-oriented creativity, we launched the Future Business Research Institute in 2021 as a cross-functional organization consolidating the knowledge of Dentsu Inc. My own desire to "pursue initiatives that give the next generation hope for the future" was also a factor in establishing the Future Business Research Institute.

Monthly CX: Could you tell us what kinds of products each department is bringing to market?

Namikawa: The Future Living Research Department is developing services utilizing the " City Watch " disaster prevention information API, which enables real-time distribution of information at the municipal level, from peacetime preparedness to emergency announcements. City Watch, launched in 2018, supports disaster information distribution in 15 languages. It not only disseminates awareness content for emergency preparedness and useful daily information but also delivers alerts during crises. We continue adding features and refining it through feedback, evolving it into an API usable across diverse scenarios.

Namikawa: In June of this year, we also released "R&D&C," a solution designed to help accelerate corporate R&D (research and development) activities creatively and into the future. R&D is an indispensable activity for companies and organizations to strategically enhance their competitiveness in response to diversifying social environments, but advancing it comes with various challenges. These include difficulties in communicating the appeal of technologies and products, and challenges in translating research outcomes into commercialization. We walk alongside our clients, providing tailored "Creativity" solutions—from idea generation and prototyping to commercialization—to help them overcome these hurdles based on their specific situation and challenges.

Monthly CX: What about the Future Business Creation Lab?

Yoshida: We released the 'Dentsu Inc. Future Finder 100' in December 2023. This service supports clients in creating sustainable future businesses by predicting the societal reality of 2040 and working backward from that mid-to-long-term future. It compiles hints for envisioning a better future, organized across 8 categories and 100 themes.

When discussing the future, we often focus on challenges like aging populations and environmental issues. However, we aspire to be a presence where clients say, "When it comes to the future, it's Dentsu Inc." by including insights from different perspectives. The 2024 edition was released on September 10th this year, so if you're interested, please feel free to reach out.

Dentsu Inc. Future Finder 100 Theme List

Well-being becomes a major value in creating CX through AI utilization

Monthly CX: The use of generative AI is advancing socially and becoming more widespread among the general public. When creating CX using such technology, what mindset should we adopt?

Yoshida: While AI reduces our workload and provides new stimuli, I believe its convenience will eventually cease to be a value in itself. Therefore, we must look beyond mere rationalization and consider "what constitutes happiness for people going forward." This well-being should become the major value in creating CX through AI utilization.

The most crucial thing, I believe, is to thoroughly consider what humans decide, how they experience things, and what kind of emotional impact awaits them afterward. Before designing CX itself, I feel that creating the foundational desire – the state where people think "I want this," "I want to be like this," or "I want to become this" – and having AI generate serendipity are the elements that make people happy.

Namikawa: That's precisely why "will" becomes even more crucial in the AI era, right?

Personally, I have a strong "Will do" (I want to do this) – a will to act – to create a comfortable life for myself. But I think many people also possess a "Will be" (I want to be this) – a will to achieve a certain state. I think this kind of will—whether "Will do" or "Will be"—will become incredibly important going forward. People find comfort in making decisions based on their own will; it's a part we mustn't relinquish. As the importance of judgment grows, I hope AI can effectively amplify that aspect.

Yoshida: That's a really great perspective. Applying it to CX, overall well-being in life is "macro CX" and represents "Will be." In contrast, personal enjoyment—like finding something delicious to eat or having a fun experience—is "micro CX" and represents "Will do." The challenge lies in creating a state of daily happiness, like spending time healthily with loved ones. While there are services tracking health status, I don't think AI's contribution to happiness has been discussed to that extent yet.

Monthly CX: When technology, often seen merely as a tool for personal convenience and comfort, is instead applied to improve society and communities, it seems likely to bring about further change.

Properly identifying opportunities for AI-driven communication creation

Monthly CX: How do you think AI intervention will change how people communicate?

Namikawa: In brainstorming sessions, generative AI could make discussions flow more smoothly. At Dentsu Inc., we're experimenting with introducing generative AI into planning meetings. We've seen real examples where, using ideas generated by AI as a starting point for discussions between creators and clients, people feel more comfortable offering candid feedback on AI-generated proposals—feedback they might hesitate to give on ideas proposed by humans.

Having generative AI act as a third-party intermediary makes communication easier between people, or rather, I think it enhances the value of direct human-to-human communication.

Yoshida: For example, in dating apps, generative AI could play a significant role as a matchmaker. It could suggest topics when conversations stall, or participants might talk about the AI's actions themselves.

In meetings, having generative AI present might ensure strict time management and smoothly steer the conversation back on track when it veers off. It could summarize things objectively, free from any individual's biases.

Monthly CX: So, having AI present allows for more candid discussions and replaces the facilitator's role?

Namikawa: Considering the biases inherent in generative AI, I do feel there's a slightly scary aspect to it. Generative AI isn't an all-knowing, all-powerful god, and treating it as if it were unbiased is dangerous.

However, in the future, it might be possible to fine-tune generative AI to reduce its susceptibility to bias. Engaging with generative AI could also help us recognize our own biases.

Yoshida: This might be a slight digression, but it connects to the topic of diversity. For example, if someone harbors prejudice against people of different nationalities, generative AI could translate words and act as a neutral third-party mediator, potentially fostering mutual understanding.

If AI can ensure psychological safety, creating a state where both parties can be considerate of each other, it should lead to a happier world for everyone. Shouldn't we design CX with that vision in mind?

Monthly CX: Identifying these opportunities for AI-facilitated communication will become incredibly important for our future work.

As AI's presence grows, it highlights the preciousness of human connection

Monthly CX: What kind of presence will AI become in the future?

Namikawa: I think the future vision changes depending on whether we see AI as a tool or as human-like. It's a bit sci-fi, but in Japan, where the population is declining, there's also the path of viewing AI not just as a tool, but as a human-like partner. What are your thoughts on that, Mr. Yoshida?

Yoshida: I do think we might head in that direction. People naturally gravitate toward what feels good. If there's a conversational partner who validates you, helps you out, and makes you feel good, it seems inevitable that path will open up.

With labor shortages becoming a major issue due to population decline, utilizing AI as labor could lead to the emergence of "AI employees." That might necessitate considering new ethical issues.

Monthly CX: Like "AI friends" or "AI lovers," right?

Namikawa: That seems plausible. Science fiction films often depict AI rebelling and stripping humans of their rights. But in reality, people might simply feel that "AI is easier to deal with," gradually leaning on it more and more, leading to the creation of such a world.

Yoshida: Before that happens, we need to identify where human value lies to some extent.

When we reach a point where we consult AI about everything, what value will it hold to have someone do something for you or to have a conversation? I think the value of "micro CX" emerges in increasing the time we spend experiencing things ourselves and enhancing that quality. However, the value of human interaction itself isn't yet clearly defined.

Namikawa: The "will" we discussed earlier is one human value, right? Furthermore, the fact that humans aren't as dexterous as AI might also become a value. In a way, it's about the endearing quality of humans. I think that aspect leans closer to art and culture.

Monthly CX: So, the presence of AI highlights human frailties, and these frailties come to be valued.

Yoshida: That imperfection will become human value. I don't think humans will be eliminated by AI's rise. Of course, there will be areas where humans can't compete, like speed in calculations or generating ideas. However, the process of humans seeing something through from start to finish and producing output should become more highly valued.

Namikawa: Narrative quality is also a major theme, right?

I believe people are moved because there's a history of accumulation leading up to that moment. What we perceive also differs based on our individual foundational experiences. That's precisely why sports, where the process is visible, might become even more popular in the future. The value of steady, incremental effort should only increase.

Monthly CX: That suggests CX will also evolve accordingly.

Yoshida: I also wonder if people will become more tolerant when AI becomes involved. The idea that imperfection becomes a human value could also mean becoming more self-centered and ego-driven. Honestly, lately it feels like people aren't becoming more tolerant, but rather more narrow-minded. However, as AI adoption advances and creates more leeway, perhaps we can become kinder to each other and life will become easier.

I hope we can design not just enforcement through rules, but also the sense of ease that comes from mutual understanding.

Namikawa: That's a really important perspective. While technologies like AI keep evolving, it would be great if we could use them to build a world where we embrace diversity through mutual comfort.