ADFEST 2026: Yasuharu Sasaki on “Humanizing Brands” in the Age of AI

"ADFEST 2026," one of the largest advertising festivals in the Asia-Pacific region, was held in Pattaya, Thailand, from March 19 to 21. This year’s theme was " HUMAN+ "—it explored how to expand human potential while acknowledging the evolution of technology.

In his lecture, Yasuharu Sasaki, Global Chief Creative Officer of the Dentsu Group and this year’s Grand Jury President, shared his perspective on the role of brands and creativity in the era of generative AI.

The Creative Workplace in an AI-Driven Era

“How many of you use AI in your daily creative work?”

Sasaki posed this question to the audience at the outset. As many participants raised their hands, it became clear that generative AI has already deeply permeated the creative workplace.

On the other hand, regarding the view that “the human role remains crucial,” he stated, “That’s true, but I also feel it’s a bit too optimistic.” He emphasized that the changes brought about by AI are irreversible, adding, “We must not wait; we need to design the future ourselves.”

Amid this situation, advertising expressions are becoming increasingly homogenized. While AI-generated output is efficient, it tends to converge into similar expressions. Regarding this point, Sasaki noted, “In the age of algorithms, ‘being average’ actually becomes the enemy.”

Pursuing efficiency alone does not create differentiation. Instead, he presented the perspective that it is precisely the “unpredictability” and “fluctuations” inherent in humans that hold value.

The Humanity Required of Brands and Co-creation with AI

It was against this backdrop that the concept of “Humanizing Brands” was introduced. Echoing the theme of ADFEST 2026, “HUMAN+,” the discussion addressed the evolving role expected of brands. Sasaki points out that merely improving short-term marketing efficiency is insufficient; in the AI era, brands need to embody humanity more than ever.

The more homogenized expressions become due to generative AI, the more brands are required to possess a stronger sense of “humanity.” In fact, according to a Dentsu Inc. survey, many CMOs recognize that “greater creativity and humanity will be required going forward.”

Furthermore, important perspectives were shared regarding how to approach AI. Sasaki emphasized, “Simply using AI is not enough. It is important to teach AI and ensure that humans and AI grow together.” Even with excellent prompts, AI outputs tend to be similar. However, by providing human expertise and data, unique results can be produced.

It is important not only to ask questions but also to teach; an attitude is required that views AI not merely as a tool, but as a partner in co-creation.

The Value Created by Human-AI Co-creation

Throughout the presentation, the perspective of viewing AI not merely as a tool for efficiency but as an “entity that expands human potential” was repeatedly highlighted.

A concrete example introduced was “TUNA SCOPE,” a project that uses AI to assist in tuna quality assessment. The AI learned the expertise in visual inspection that skilled middlemen had cultivated through years of experience, achieving high accuracy in a short period. This initiative goes beyond merely replacing skills. It leads to quality standardization and sustainable resource management, and has the potential to influence the industrial structure itself.

"What matters is not what AI streamlines, but what it enables."

This demonstrates the potential for AI applications to extend beyond text and images to the “creation” of social value.

*Related Article: Development of "TUNA SCOPE" — Entrusting the Expert Eye to AI

Additionally, “Waves of Will” was introduced, a project that enables people with physical limitations to express themselves. Using a brain-computer interface to control the body and expression through thought, this project demonstrates that AI can function as a device that extends human capabilities.

What these examples have in common is that, rather than reducing the things “only humans can do” through the use of AI, they are actually expanding them. As the theme “HUMAN+” suggests, AI is positioned not as a substitute for humans, but as an entity that expands human potential.

The Role of Brands in Connecting with Society

The presentation also introduced several case studies as concrete approaches to “humanizing brands.”

One such example is the Nikkei Inc. initiative on well-being indicators. By reevaluating GDP-centric values, they developed a new metric called “GDW (Gross Domestic Well-being)” that comprehensively captures people’s happiness and quality of life. This initiative is driving a shift in societal values by influencing businesses and policymakers.

Additionally, the Nikka Whisky case study highlighted communication strategies that draw on the brand’s history and philosophy to resonate with people’s emotions and memories. This was presented as an effort to redefine “human-centered value”—value tied to time and experience—rather than merely product value. Furthermore, the “Inflation Cookbook” initiative, which addresses consumers’ challenges amid inflation, uses AI to analyze fluctuations in food prices and suggest optimal shopping strategies and recipes.It offers concrete solutions to consumers’ real-life challenges.

In addition, initiatives in the transportation and infrastructure sectors, including JR, were mentioned. A key feature is that by designing services that resonate with consumers’ behaviors and emotions, starting from the everyday experience of travel, they provide value that goes beyond mere convenience.

What these initiatives have in common is that, while they utilize data and AI, their starting point remains firmly rooted in “human challenges” and “consumers’ real-life experiences.” Brands are evolving from mere tools for promoting products into entities that create value within their relationship with society.

Guidelines for Creativity in the AI Era

Toward the end of his presentation, Sasaki presented several key perspectives on the mindset required of future creators.

First, creators must not only use AI but also understand and nurture it. Rather than simply obtaining outputs, they must adopt an attitude of creating unique value in collaboration with AI by combining their own knowledge and data.

Second, focus on creating differentiation rather than efficiency. As AI drives increasing homogenization, ideas and expressions that transcend “being average” become crucial.

Third, thinking from a human-centered perspective. While technology is a given, focusing on the human emotions, experiences, and social relationships that lie beyond it is what enhances brand value.

“We must not wait for the future; we must design it ourselves.”

As generative AI continues to evolve, the question is not how to use AI, but what we, as humans, will create.
This lecture, delivered under the theme “HUMAN+,” offered one possible direction in response to that question.