Cross-Industry Smart Home Project "HAUS UPDATA". AI provides lifestyle support based on in-home data.

Data from "inside the home" is transforming daily life. AI analyzes daily living data collected by sensors and IoT appliances, providing personalized support for everything from sleep and housework to shopping. The "HAUS UPDATA" project is working to realize this next-generation smart home.

This project involves multiple companies, including Dentsu Inc., Nippon Steel & Sumikin Real Estate, and home appliance/consumer goods manufacturers. It aims to comprehensively capture consumers' lifestyles and preferences—which were previously difficult to accurately grasp—enabling consumers to utilize their own data to achieve well-being, while allowing companies to leverage that data for new marketing activities.

Sensors and IoT appliances installed in the home accumulate diverse lifestyle data, such as time spent in rooms, sleep quality, and detergent usage. AI securely analyzes this data to propose better living tailored to each individual.

The first phase of the proof-of-concept experiment ran from May to October 2024, primarily verifying the usefulness of data accumulation and analysis. The second phase, running from June to December 2025, is expanding and developing the proposal and support functions provided by the AI agent.

AI Agent Developed to Realize Well-being

It serves three roles: casual conversation features like music and weather, support for daily rhythms, and product information recommendations.

Phase 2 Proof-of-Concept Experiment Mechanism

The AI agent automatically collects monitors' lifestyle behavior data and provides personalized suggestions for improving habits and purchase recommendations. Points accumulate when users take actions toward improving their lifestyle habits, which can be converted into electronic money.

Data utilization is designed with monitor participants' privacy and "comfortable data provision" as top priorities. Data usage is carefully explained beforehand, consent is obtained from cohabitants, and data is collected in a non-personally identifiable form. Furthermore, AI-driven automated processing handles data without human intervention.

The Project's Potential and the Vision Behind It

Shun Maekawa of Dentsu Inc., who is planning and promoting the project, states:

"It began with the idea: Could we help consumers value and manage their own data as much as they value money, and feel its worth? To achieve this, we aimed for initiatives where people could genuinely feel their data contributes to a better life." Nippon Steel & Sumikin Real Estate, already active in smart home ventures, became a collaborative partner. The project launched by combining technologies from multiple companies, including IoT appliance manufacturers. "What's difficult for one company alone becomes achievable through co-creation," Maekawa states.

Data from within the home also creates new marketing opportunities for companies. "It was difficult to grasp 'how products are actually being used' after purchase. Getting customers to continue using a product and turning them into fans is extremely important in marketing. Data from within the home holds great potential for solving this challenge," said Mr. Maekawa.

The first pilot test revealed lifestyle behaviors not apparent in surveys. Nisshin Kowa Real Estate's project leader, Shinji Hata, explains:"One monitor participant spent a full 8 hours a day in the kitchen. Yet, in the questionnaire, they described that time as 'family bonding' or 'mealtime'. Considering the actual behavioral data, it might change how we approach home design – perhaps making the kitchen larger or adding seating areas."

He stated that capturing these "unconscious needs"—needs residents themselves weren't aware of—is a step toward Nippon Steel Kowa Real Estate's goal of becoming a "partner in co-creating lifestyles."

Additionally, when sensor-measured toilet cleaner usage was paired with app-based usage suggestions, some users commented, "This was helpful. I wish it would be stricter with me." Mr. Hatanaka noted,"We saw potential for HAUS UPDATA to become a catalyst for changing lifestyle habits. In the second phase, we're implementing mechanisms like suggestions from AI agents and point rewards, allowing users to more tangibly feel the value of their own data. We want to become a partner that stays closer to daily life, working together to envision the future of living."

Preparations for the third phase of the proof-of-concept experiment have already begun, with expansion into social issues like pet care and nursing care also under consideration.The goal is to reach 300 households by 2026 and 10,000 households by 2030. "If regulations and systems are properly established, achieving 10,000 households by 2030 is not impossible. Current smart homes still remain within the realm of 'convenience.' We want to realize smart homes that offer 'value beyond convenience,'" stated Mr. Hatanaka.

Mr. Maekawa also shared his vision: "To create a system that goes beyond pilot testing, it's crucial that end-users perceive the value of the data. Using data to contribute to daily life. And integrating products that companies have poured their hearts into creating to enhance daily happiness, seamlessly. We want end-users to fully understand this value and expand the network of connected companies."

HAUS UPDATA, which leverages consumer data for the benefit of consumers themselves, is pioneering new possibilities in the data society.

Contact: Dentsu Inc. HAUS UPDATA Secretariat haus_updata@dentsu.co.jp

*All photos taken at the Nippon Steel & Sumikin Real Estate LIVIO Life Design! SALON condominium gallery
*For details on the second phase proof-of-concept experiment and participating companies/roles, see here
Dentsu Inc., Nippon Steel Kowa Real Estate, CAPCO AGENCY, and Dentsu Macromill Insight, Inc. Lead Cross-Industry Smart Home Project "HAUS UPDATA Phase 2 Proof-of-Concept" Launch