Freeing up marketers' time. Signs of next-generation marketing pioneered by generative AI.

The adoption of generative AI is bringing significant changes to how business is conducted. Generative AI and conversational agents are permeating areas that previously required specialized skills, such as creative production and data analysis. Within marketing operations, a new workstyle that balances speed and accuracy is rapidly becoming a reality.

Amidst this, Dentsu Digital Inc. is advancing initiatives to accelerate overall marketing transformation through its proprietary AI solution brand, "∞AI (Mugen AI) ". This includes "∞AI Ads", enabling anyone to intuitively create banner and video ads, and the "∞AI Marketing Hub" platform, designed to further enhance generative AI performance.

Satoru Yamamoto, Chief AI Officer (CAIO) and Executive Officer at Dentsu Digital Inc., discusses the current state and future of marketing transformation based on insights and case studies gained at the forefront.

*This article is based on a presentation given at the "AWS AI and Data Conference 2025" held in Ireland in March 2025.

<Table of Contents>
▼The Inflection Point in Marketing—How Generative AI and Agents Transform Workflows

▼∞AI Ads: Powerful Creative Generation AI Anyone Can Use

▼Generating and Analyzing Videos from a Single Image

▼∞AI Chat: Extracting Deep, Authentic Insights

▼∞AI Marketing Hub: The Cutting Edge of Marketing Analysis Completed Through Dialogue Alone

▼A World Where Marketers Can Focus on "Creation"

A Turning Point in Marketing—How Generative AI and Agents Transform Workflows

We now stand at a major turning point in marketing. We are transitioning from the era of planning, producing, and analyzing ads with enormous effort and time, to an era where AI agents and generative AI enable planning, production, and analysis with high precision in a fraction of the time.

Dentsu Digital Inc., anticipating this future, is developing its proprietary AI-powered solution brand, "∞AI." This solution comprises the following four main offerings:

• ∞AI Ads (Advertising)
• ∞AI Chat (Chat)
• ∞AI Contents (Content)
• ∞AI Marketing Hub (Data Analytics Platform)

This time, we'll focus on " ∞AI Ads " and " ∞AI Marketing Hub," which are bringing significant changes to marketers' work.

∞AI Ads: Powerful Creative Generation AI Anyone Can Use

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∞AI Ads is an AI that handles the entire process of ad planning, generation, effectiveness prediction, and improvement proposals. It has already been implemented in over 120 campaigns, achieving an average effectiveness improvement of over 150%.

Before implementation, completing a single ad banner required weeks of planning, production, and review. With AI, high-precision concept generation and creation can now be achieved in as little as 5 to 10 minutes.

Recently, we've been focusing on integration with AWS's generative AI model, "Amazon Nova."

For example, using the image generation model "Amazon Nova Canvas," you can freely edit images with just a few clicks—swapping people in banners, adding missing elements, or changing backgrounds.

Crucially, these images are generated without bias and are rich in diversity. The Amazon Nova family, including Amazon Nova Canvas, deeply considers "Responsible AI," ensuring quality that can be used with confidence in practical applications.

Generate and analyze videos from a single image

We are also leveraging Amazon Nova's video generation model, Amazon Nova Reel, for video effect prediction and generation. Simply upload a video, and the AI understands the content, including the story progression, then suggests improvement measures based on predictions and actually generates the content.

In a case study with Golf Digest Online, we synthesized dynamic backgrounds for Black Friday banners on their golf course reservation site. Simply inputting the prompt "an image with a black background and radiating gold light" generated multiple variations. Furthermore, dynamic effects like a "spinning roulette wheel" can be easily created using the same workflow.

The results achieved through this initiative were significant, leading to an 8x increase in performance and over a 70% reduction in costs.

This generation technology has already been implemented across various campaigns. Replacing simple static backgrounds with moving animations, or transforming static nightscape images into videos resembling slow-motion camera shots, similarly yielded notable performance improvements.

And what I want to emphasize most is that I, who was originally a data scientist, am doing this creative work myself during breaks between meetings. The era where marketers themselves, not just designers, can operate tools and create strategic creative content has truly begun.

∞AI Chat: Uncovering Deep, Authentic Insights

Before discussing the ∞AI Marketing Hub, allow me to briefly explain ∞AI Chat. Deeply understanding customers is essential for boosting ad performance. ∞AI Chat holds the key to this.

For example, on a golf course reservation site, the chat AI asks users questions like, "How much golf experience do you have?" or "Do you prefer facilities with extensive practice areas?" It accumulates the resulting data. An AI agent then automatically analyzes this, revealing insights—the axes of interest like location, skill level, date/time, and price—that emerge automatically. This conversation-based data is far closer to genuine sentiment than traditional page view logs. A single statement like "I like this product" made within the chat becomes a far more reliable indicator of purchase intent.

Based on these analysis results, the AI agent also presents concrete suggestions for creative improvements.

For example:
" Users care about the golf course scenery, so let's change the white background to a natural landscape."
" The scene of someone swinging lacks dynamism, so let's change it to the moment the ball flies off the tee."

They continuously present practical creative improvement suggestions derived from the data.

As a result, banners incorporating these suggestions saw impressions more than double and clicks triple, improving the campaign to deliver both volume and quality.

∞AI Marketing Hub: The Cutting Edge of Marketing Analysis Completed Through Dialogue Alone

While analyzing such conversation data alongside other data is a key task for marketers, ∞AI Marketing Hub dramatically evolves this marketing analysis.

As the foundation supporting the ∞AI brand, the ∞AI Marketing Hub incorporates various AI modules and data assets that learn from company-specific data and can be utilized for marketing activities, supporting corporate marketing efforts. It is used for data analysis and utilization, as well as for subsequent digital marketing strategy planning.

What's particularly noteworthy is its integration of a natural language-capable AI agent, which transforms the marketer's analysis process itself into a conversational one. Marketers simply ask what they want to analyze in a chat format, and the system automatically proposes optimal analysis plans, executes complex analyses, and provides insights based on the results.

For example, if a marketer asks, "How did women in their 30s respond to last week's campaign?", the AI agent automatically constructs the necessary logic based on the data foundation and returns a report containing numerical data and graphs. Furthermore, it even proposes the next action based on those results.

Analysis combining external data is also possible. For example, by integrating TV viewing data, it analyzes differences between TV viewers and non-viewers across four segments. The AI agent then proposes performance analysis for each segment along with optimal creative and channel allocation strategies.

Furthermore, the AI agent can automatically execute additional data integrations. If you ask, "I'd like to add external weather data to these results" or "Can we factor in social media reactions?", it will consider connecting to external APIs and propose expansive cross-data analysis.

For one client's campaign, when asked, "I want to understand the customer journey," the AI suggested, "How about attribution analysis or golden path analysis?" and executed the golden path analysis. It not only instantly visualized the results for each path but also highlighted improvement points like "The banner bounce rate is a bottleneck" and presented creative suggestions such as "How about changing the banner to this?" Of course, the AI also handles the actual creative generation.

Simply by telling the AI what marketers "want to know" or "want to change," high-speed, high-precision outputs are generated. That era is already a reality.

A world where marketers can focus on "creating"

The entire process we've introduced can be achieved with a single AI agent.

But we are now looking even further ahead. For example, by enabling multimodal collaboration between agents like ∞AI, platform providers, and other domestic and international solution providers, marketers can achieve a state akin to consulting multiple experts simultaneously.

A future where nearly every process—from marketing strategy planning, ad creation, analysis, proposals, to distribution—is completed simply by "talking to a super agent. " By freeing up marketers' time, they can focus on the creative work where they truly excel, or even confront the fundamental question: "What is human happiness?"

Technological evolution should not shackle marketers—it should set them free. Let's open the door to new marketing to build a better future.

∞AI connects with each solution within Dentsu Group Japan's proprietary AI strategy, "AI For Growth 2.0." For details on AI For Growth 2.0, please see here.