[Call for Participants] Dentsu Inc. × Dentsu Macromill Insight, Inc. Co-hosted Webinar "Changes in Purchasing Behavior Driven by AI" January 21, 2026

Dentsu Inc. and Dentsu Macromill Insight, Inc. are recruiting participants for their co-hosted webinar "Changes in Purchasing Behavior Driven by AI" on Wednesday, January 21.

The proliferation of generative AI is leading to an increase in consumers utilizing AI for information discovery and product selection. Amidst this quiet shift in the purchasing process, Dentsu Macromill Insight, Inc. conducted the "AI Penetration Survey in Purchasing Behavior" in October. The survey aimed to clarify the penetration status and acceptance level of AI among consumers, particularly its impact on purchasing behavior.

This seminar will delve into the findings of this survey, examining the impact of AI on purchasing behavior and the emerging shifts in the customer journey as seen among the "AI Purchasing Pioneers" (*1) – those already actively using AI in shopping scenarios.Furthermore, through interviews with a virtual persona of the AI Purchasing Pioneer Group (※2) created based on leading case studies and survey results, we will present hints on how companies should proceed with AI utilization in their future marketing and planning.

【On-site Participant Benefits】
Attendees who complete the survey on the day will receive exclusive related materials.

※1 "AI Purchasing Pioneers" are defined as:
A leading user segment that actively incorporates AI into daily shopping for information discovery, comparison, and purchase decisions. Positioned as a group anticipating the future of "AI-powered purchasing behavior" among consumers.

※2 "Virtual Persona of the AI Purchasing Pioneer Segment"
A persona created based on survey results, reflecting the characteristics, attitudes, and behaviors of the AI Purchasing Pioneer Segment. It is not a real person but a model generated by analyzing survey data with AI.

【Overview】
Date & Time: Wednesday, January 21, 1:00 PM - 2:00 PM
Format: Online
Fee: Free
Hosted by: Dentsu Inc., Dentsu Macromill Insight, Inc.
*An archive will be available for one week after the seminar.

■Click here for registration and webinar details

【Program】

Part 1: Dentsu Macromill Insight, Inc.　
Changes and Trends in Purchasing Behavior Driven by AI, as Seen Through Our Independent Research Findings
AI tool awareness and usage rates / Application scenarios / Changes in the customer journey / How AI will impact purchasing behavior going forward, etc.

Part 2: Dentsu Inc.
Directions for AI Utilization in Corporate Marketing Planning

[Speaker Profile]

Takashi Mutoh
Dentsu Inc., Marketing Division 5, Marketing Consulting Division 3, GM / Senior Marketing Director
Engaged in concept creation for advertising, spatial design, animation, and business ventures, as well as developing brand/communication strategies for domestic and international clients in automotive, tires, theme parks, beverages, and consumer goods. Assigned to Dentsu Inc. Shanghai (China) for four years starting in 2012. Representative of Dentsu Japanimation Studio. Recently researching the potential of AI × content, including promoting the MAFA (Manga Anime For All) project—a content generation solution utilizing "rights-cleared" AI.

Tsuyoshi Sugino
Dentsu Inc. Marketing Division 5, Senior Marketing Consultant / AI Master
After conducting research at DENTSU SOKEN INC., including international comparative studies of values and forecast markets, joined Dentsu Inc. as a marketing consultant supporting data-driven strategy development and execution. Currently promotes privacy-compliant digital sales promotion campaigns utilizing DCR (Data Clean Rooms) and CRM/brand growth initiatives centered on cloud-based fan communities.As an AI Master, he focuses on providing end-to-end solutions for challenges, from Proof of Concept (PoC) incorporating generative AI to full implementation.

Kana Nagahara
Dentsu Macromill Insight, Inc. Insight Activation Division, AI Planner, Researcher
After joining Dentsu Macromill Insight, Inc., she has been engaged in communication planning and supporting the establishment of PDCA cycles, starting from consumer insights latent in products across a wide range of categories such as food, games, and real estate.