[Call for Participants] Dentsu Inc. × Dentsu Macromill Insight, Inc. Co-hosted Webinar: "Changes in Purchasing Behavior Driven by AI" – April 16–22

Dentsu Inc. and Dentsu Macromill Insight, Inc. are recruiting participants for the webinar "Changes in Purchasing Behavior Driven by AI," which they will co-host from Thursday, April 16 to Wednesday, April 22.

*This is a rebroadcast of the webinar held on January 21, 2026.

With the widespread adoption of generative AI, an increasing number of consumers are utilizing AI for information search and product selection. As the purchasing process quietly evolves, Dentsu Macromill Insight, Inc. conducted the "Survey on the Penetration of AI in Purchasing Behavior" last October to clarify the penetration and acceptance of AI among consumers, particularly its impact on purchasing behavior.

In this webinar, based on the survey results, we will explore the impact of AI on purchasing behavior and examine signs of changes in the customer journey as revealed by the "AI Purchasing Pioneers" (*1), who are already actively utilizing AI in their shopping.Furthermore, through interviews with a fictional persona of the AI Shopping Pioneers (*2)—created based on case studies and survey results—we will offer insights into how companies should proceed with AI adoption in their marketing and planning efforts moving forward.

*1 "AI Shopping Pioneers"
A group of early adopters who actively incorporate AI into information search, comparison, and purchasing decisions during their daily shopping. This group is positioned as a segment that anticipates the future of "AI-driven purchasing behavior" among consumers.

*2 What is the "Virtual Persona of the AI Purchasing Pioneers"?
A persona created based on survey results to reflect the characteristics, attitudes, and behaviors of the AI Shopping Pioneers. It is not a real person but rather a model derived from survey data analyzed using AI.

[Overview]
Date and Time: Thursday, April 16, 12:00 PM – Wednesday, April 22, 10:00 PM *The 1-hour seminar video can be viewed at any time during this period
Format: Online
Cost: Free
Organizers: Dentsu Inc., Dentsu Macromill Insight, Inc.

■Clickhere for registration and webinar details

[Program]
Part 1: Dentsu Macromill Insight, Inc.　
Changes and Trends in Purchasing Behavior Driven by AI, as Revealed by Our Own Research
AI tool awareness and usage rates / Use cases / Changes in the customer journey / How AI will influence purchasing behavior in the future, etc.

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

[Speaker Profile]
Takashi Muto
Dentsu Inc., Marketing Division 5, Marketing Consulting Division 3, GM / Senior Marketing Director
Engaged in concept development for advertising, spatial design, anime, and business ventures, as well as brand and communication strategy planning for domestic and international clients in the automotive, tire, theme park, beverage, and consumer goods industries. Stationed at Dentsu Inc. Shanghai (China) for four years starting in 2012. Representative of Dentsu Japanimation Studio. In recent years, he has been researching the potential of AI combined with content, including promoting the MAFA (Manga Anime For All) project, a content generation solution utilizing AI with "clear rights."

Tsuyoshi Sugino
Dentsu Inc., Marketing Division 5, Senior Marketing Consultant / AI Master
After conducting research on international value comparisons and market forecasting at DENTSU SOKEN INC., he supported data-driven strategy development and execution as a marketing consultant at Dentsu Inc. Currently, he is driving privacy-compliant digital promotional campaigns utilizing DCR (Data Clean Room) and CRM/brand growth initiatives centered on cloud-based fan communities.As an AI Master, he focuses on providing end-to-end solutions for problem-solving, from Proof of Concept (PoC) incorporating generative AI through to implementation.
*The above reflects my affiliation at the time of the seminar (January 2024); I am currently assigned to the Product Development Group 1, AI Development Center, AI Data Technology Unit, Cross Innovation Division, DENTSU SOKEN INC. (on secondment).

Kana Nagahara
Dentsu Macromill Insight, Inc., Insight Activation Office, i-Planner, Researcher
Since joining Dentsu Macromill Insight, Inc., she has been engaged in communication planning and support for building PDCA cycles, starting from consumer insights latent in a wide range of product categories, including food, games, and real estate.