Traveling to a possible future with AI. Perspectives on engaging with technology revealed at the "ITOCHU SDGs STUDIO" exhibition.

How can Dentsu Inc.'s creative expertise contribute to the ever-evolving field of CX (Customer Experience)? "Monthly CX" is a series where members of Dentsu Inc.'s CX specialist division, "CXCC" (Customer Experience Creative Center), share insights. (For more on Monthly CX, see here ).

This time, we introduce two projects Dentsu Inc. was involved in during 2024 for the "ITOCHU SDGs STUDIO" exhibition operated by ITOCHU Corporation: the special exhibition "Your!? (Wonder) Future Travel with AI" and the permanent exhibition "Earth's Tomorrow Observatory".

The special exhibition case notably featured the active use of AI, enabling the rapid creation of rich, dense content. We spoke with Creative Director/Creative Technologist Atsushi Otaki and Creative Director Hiroshi Koike, who were involved in the project, about creating CX using AI.

Two Exhibitions Held at "ITOCHU SDGs STUDIO"

Monthly CX: First, could you briefly explain each of these projects?

Ohtaki: For the renewal of ITOCHU SDGs STUDIO, a facility where ITOCHU Corporation disseminates information about the SDGs, I was responsible for two simultaneous exhibitions: the special exhibition "Your (Wonder) Future Trip with AI!?" and the permanent exhibition "Earth's Tomorrow Observatory."

The "Wonderful Future Travel Exhibition with You and AI!" ran for two months, from July 18 to September 23, 2024.

Based on the concept of "contemplating the real future through a journey to a 'possible future' envisioned by AI," this exhibition explored six themes—mobility, food, living environments, nature, and more—to convey the actions needed to achieve the SDGs.

A key feature of this project was that nearly all outputs—including exhibition videos depicting the future, visuals, and VR content—were created using AI. While we humans handled major directional aspects like the project concept, exhibition statement, logo, and spatial design to establish the overall tone and mood, the creative technologists responsible for each section collaborated with AI to refine the materials for their respective areas.

Monthly CX: What specific items were produced?

Otaki: For example, in the booth titled "Encounter the Future!? Safari & Submarine Tour," which conveys the form of future animals predicted by AI, we exhibited a creature called the "Heat-Reflecting Lion" as one example of a being that has undergone diverse evolution.

 

Based on the AI-generated hypothesis that "in a future with advancing global warming, ears might become larger to facilitate heat dissipation from the body," all text, audio, and graphics were generated by AI.

Monthly CX: Please tell us about the "Earth Tomorrow Observatory."

Otaki: "Earth's Tomorrow Observatory" is a permanent exhibition introducing the businesses of ITOCHU Corporation's various companies and their diverse SDGs initiatives. Rather than a static display of panels and videos, we adopted experiential methods using the large digital globe "SPHERE" and Apple Vision Pro. Our team focused on conveying each company's business activities clearly and interactively.

While the "Your AI!? (Wonder) Future Travel Exhibition" focuses on a distant future, this exhibition centers on ITOCHU Corporation's current initiatives. Our daily activities today should be building a better tomorrow. With this meaning in mind, we chose the name "Tomorrow" and consciously used the latest technology to convey ITOCHU's activities and challenges.

An exhibition that provides a catalyst for thought, not answers

Monthly CX: The theme of "travel" also seems well-suited to this project, "Your AI!? (Wonder) Future Travel Exhibition."

Ohtaki: Since this coincided with the renewal of our permanent exhibition, comprehensively covering the SDGs was a key objective, even more so than in past special exhibitions.

We know intellectually what's important for the planet and society, but simply being told it head-on doesn't move our hearts or bodies, does it? Appealing to the desires and senses that are fundamental to being human makes it easier to take action, and ultimately connects to the SDGs.

On top of that, we considered that the experience of "travel" encapsulates all the familiar, relatable issues we can personally connect with, like transportation and food. The future of the planet lies directly in the extension of our daily lives. We chose the framework of travel, thinking, "Wouldn't it be great if people could naturally engage with the SDGs while enjoying themselves?"

I believe everyone feels a sense of excitement when embarking on a journey. This project was created with a focus on cherishing those moments when the heart stirs. The overarching philosophy was to create opportunities for reflection rather than provide definitive answers.

We approached it with the theme "Future Travel," aiming to convey the message, "The future could become like this, or if we don't take proper action, it might end up like this," while making learning about the SDGs enjoyable.

Koike: I think the experience design of collecting stamps in a passport as you tour the exhibits really paid off. Seeing each exhibit felt like a simulated travel experience, making the passport an item that embodied the overarching worldview. The passport instantly deepened the quality of the experience; I think it was a really great idea.

Monthly CX: How was the visitor response to each?

Ōtaki: Both projects were thoroughly enjoyed. It was also impressive to see such diverse visitors—families, groups of friends, couples. At the "Your AI!? (Wonder) Future Travel Exhibition," I saw people discussing with their companions while viewing the exhibits, saying things like, "Maybe the future could be like this?" It made me very happy to feel they were engaging with the "!?" question we posed.

Koike: At the "Earth's Tomorrow Observatory," introducing the cutting-edge spatial computer Apple Vision Pro meant we also had visitors excitedly trying out the latest gadget.

Otaki: While saying "Let's think about SDGs" directly can feel like a high hurdle, I believe we succeeded in creating an entertainment-based CX that makes it personally relevant. The representatives from ITOCHU Corporation were also very pleased.

AI is a presence that joins hands with humans to build a better future together.

Monthly CX: The "Wonderful Future Travel Exhibition with You and AI!" is very unique in its end-to-end AI utilization. What was the initial impetus for wanting to use AI?

Otaki: The idea to utilize AI was actually proposed by us to Itochu Corporation's SDGs Studio team. While exploring output projects using ChatGPT and generative AI with Mr. Koike, we felt this particular initiative was highly compatible with AI.

Compared to humans, AI lacks subjectivity and can derive solutions from vast global data—it's a flat entity. For the SDGs theme, which requires neutral perspectives rather than individual ideologies, AI truly shines. By thinking alongside AI based on existing facts and research papers, we built messages that are flat yet leave room for human discussion.

Koike: When the project launched, AI-generated content was just starting to gain traction. Even then, debates raged about whether AI was friend or foe, and we often saw AI positioned as an entity opposing humans.

Given this backdrop, we also wanted this exhibition to convey that "AI is a partner that joins hands with humans to build a better future together." Using AI in production surprised even us—we were amazed at what it could achieve.

Monthly CX: Could you share any challenges you faced when leveraging AI?

Otaki: Managing AI hallucinations—where AI generates information that differs from reality—was extremely challenging. We worked closely with our junior members, meticulously fact-checking by verifying papers and research data.

We also rigorously checked generated images for discrepancies like "this doesn't match reality" or "it looks distorted." For instance, when creating a brochure for a fictional future country, we meticulously verified details like "this animal shouldn't exist in this country based on its environmental conditions." While typical projects focus time on production, this time we dedicated significant effort to post-creation content verification.

Incidentally, we shared the data with the responsible parties at ITOCHU Corporation and had them conduct multi-faceted checks alongside us. While generative AI holds immense potential, it also carries risks. Therefore, it's crucial to progress the project by aligning with the clients throughout the production process.

Koike: While fact-checking was challenging, the benefits of using AI for production were immense. Previously, our exhibitions often focused on just one SDG theme, but this time we received the request to "incorporate all 17 SDG themes."

This required a workload and schedule impossible to achieve manually. However, AI accelerated our workflow, maintained quality, and ultimately allowed us to include all themes.

The key is to constantly generate ideas and be prepared to bring them to life faster than anyone else using new technologies.

Monthly CX: Looking back on this project, what are your thoughts?

Otaki: This project exposed me to diverse research and challenges. Learning about the vast array of technologies and studies aimed at improving the world filled me with excitement and hope for the future. I want many people to know this. As someone promoting the social implementation of technology combined with creativity, I sensed enormous potential. It was also an interesting discovery that directing AI and conducting multifaceted fact-checking naturally updated our own knowledge.

Monthly CX: Both cases were impressive in their use of AI and cutting-edge technology. Finally, based on this experience, what insights do you want to apply to future creative work?

Otaki: I think the biggest takeaway from this project was creating a prototype for new ways of making things in the AI era. The entire team also accumulated valuable insights into generative AI.

We also realized that even ideas difficult to implement immediately could suddenly become feasible one day as AI technology catches up. In fact, we frequently felt AI's evolution during this project. There were times when we agonized, "This is probably the quality limit; we'll have to pivot..." only to have a new service launch or an update appear the very next day, suddenly solving the problem.

To achieve creative leaps, I believe it's crucial to constantly gather ideas and be ready to materialize them faster than anyone else the moment AI advances. Moving forward, I want to keep my antennae up in various areas and prototype at the fastest pace possible.

Koike: I could really feel the positive energy in the tech and science communities, and I think this exhibition reflected that mood.

During the high economic growth era of the 80s and 90s, there was an excessive focus on scientific supremacy, which led to side effects like environmental problems and social issues. Later, we faced challenges around sustainability and ethics, leading to periods where technological innovation tended to stagnate. I feel 2024 was the year when the technology landscape, which had been facing this sense of stagnation, saw the door to possibility reopen thanks to the emergence of AI.

Engaging with AI and touching the essence of future manufacturing, I truly felt the excitement and expectation of these doors continuing to open. A future where initiatives accelerate that reduce environmental impact while expanding human creativity and contributing to solving social issues. In my future work, I hope to keep this perspective in mind.

〈Dentsu Inc. Member Credits〉
Executive Creative Director: Hiroshi Koike
Creative Director / Creative Technologist: Atsushi Otaki
Creative Director: Kenji Ozaki
Copywriter: Miyuki Ito, Takahashi Takahashi
Art Director: Masashige Kagami
Creative Technologist: Yusaku Wakazono, Taimu Fuji, Ryunosuke Ono, Maya Atsugi, Reitaro Tomatsu, Kai Yokoyama
Business Producer: Mizuki Uchiyama, Kazumasa Shiraishi

(Editor's Note)

This time, we spoke about two exhibition projects at "ITOCHU SDGs STUDIO," operated by ITOCHU Corporation.

The use of AI was particularly impressive. It felt like AI isn't something opposed to humans, but rather a good partner and an indispensable element for future manufacturing.

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