Namiwa Susumu's "AI Native Marketing: Creating Happy Relationships Between People, Companies, and AI" is now on sale.

The book "AI Native Marketing: Creating a Happy Relationship Between People, Companies, and AI" by Susumu Namikawa, Growth Officer at dentsu Japan, was released on October 17.

[Book Content]
How will AI transform society and marketing?
This book systematically outlines how companies and people should build relationships with AI and reconstruct marketing in a society where AI is deeply integrated into daily life. It aims to serve as a compass for everyone involved in marketing, business development, communication, and creative work, viewing AI not merely as a tool but as a force that fundamentally transforms corporate activities.It also explores: * "AI-Native Individuals" who use AI as a matter of course * "AI-Native Marketing" where business processes are dynamically restructured * "AI-Native Society" where AI connects people through unique algorithms

[From the Table of Contents]
Chapter 1: The AI Native Era is Coming
Chapter 2: How AI Technology Works and What It Can Do
Chapter 3: Reconstructing the Marketing Process
Chapter 4: Transforming the Customer Experience
Chapter 5: Can AI Become a Force for a Better Society?
Chapter 6: Brands Loved and Chosen by Consumers in the AI Era: The Human-AI-Enterprise Triangle

[Author's Comment]
Marketing and the very nature of business are now facing a major transformation driven by AI.

Meanwhile, society is flooded with low-resolution resignation, such as "AI will replace all human jobs" and "Humans can only do what only humans can do."

Instead, I want to explore a better future where humans and AI coexist. That desire was the driving force behind writing this book.

I have written about these topics—how to utilize AI as a tool that extends human capabilities, its potential as an intelligent partner, the steps to transform into an AI-native company, and the risks of over-reliance on AI—with the highest possible resolution, grounded in practical knowledge and concrete examples.

I hope this book serves as a starting point for many people—marketers, creators, and others—to think about, discuss, and put into practice a better relationship between people, companies, and AI.

【About the Author】

Susumu Namikawa
Growth Officer / Executive Creative Director / Chief AI Master, Dentsu Japan
Specializes in AI-driven projects and social initiatives connecting companies and society. Launched Dentsu Creative Intelligence in September 2022. Initiated joint research with the University of Tokyo AI Center. Serves as Unit Leader of the Augmented Creativity Unit. Author of numerous books including "Social Design" (Kiraku-sha) and "Communication Shift" (Hatori Shoten). Recipient of multiple awards including the Yomiuri Advertising Grand Prize and the Dentsu Advertising Award.