What Decisions Should Companies Make in the “Beyond AI” Era? Dentsu Group CEO Sano Discusses AI × PI at “Xplorers 2026”

"Xplorers 2026," a business conference exploring the cutting edge of business transformation, was held on Thursday, August 27, at the Happo-en CLUB FLOOR in Minato Ward, Tokyo. This event brings together corporate decision-makers and experts from various fields to discuss the future of business transformation and the creation of new ventures. The theme for 2026 was "Beyond AI."In an era where the mere adoption of AI no longer constitutes a competitive advantage for companies, the key question is how to integrate a company’s assets and human capital with AI to create new market value.

In Keynote Panel #1, “What Decisions Should Japanese Companies Make in the ‘Beyond AI’ Era?”, which opened the event, Mr. Suguru Sano, Representative Executive Officer, President, Global CEO, and CEO of dentsu Japan at Dentsu Group took the stage alongside top leaders from various industries to discuss the future vision for companies in the AI era.

Maximizing Value Through the Combination of AI and PI

The session began with self-introductions by the panelists. Mr. Sano touched on his own background, noting, “I have long been involved in the sales division and have also been engaged in the field of digital transformation since 2021.” He then outlined the current state of the Dentsu Group, highlighting its diversified business structure—with overseas operations accounting for 60 percent of the group’s total and gross profit from non-advertising sectors making up approximately 40 percent of domestic revenue.

He also emphasized that “our employees are our greatest asset” and presented a core strategy to maximize value through the combination of AI and PI (People Intelligence). Noting that he is constantly exploring “how to enhance human capabilities in tandem with AI,” he remarked, “Identifying fundamental challenges and latent issues, setting the agenda, and building consensus—isn’t this a strength unique to humans?”

The next topic was “How has my perspective changed since becoming CEO?”

Reflecting on his role as Global CEO, Mr. Sano noted that he has adopted a longer-term perspective since taking office. Regarding the Dentsu Group, which will celebrate its 125th anniversary in 2026, he said, “I’ve become increasingly driven by the thought: ‘What decisions must we make now to ensure the group’s survival for the next 125 years—for the sake of our colleagues?’” He added, “I’ve also begun to think more seriously about what kind of value our group should provide to society.”

Increasing the Probability of Success Through “PSDCA”

Addressing the session’s central theme—“The Changes AI Brings to Various Industries”—Mr. Sano provided a detailed explanation of the “AI × PI” concept, which forms the core of the Dentsu Group’s AI strategy.

After sharing his firsthand experience that “marketing and AI are a good fit, and speed and accuracy improve through these initiatives,” he introduced “PSDCA (Plan, Simulate, Do, Check, Action),” a new marketing framework that involves “rapidly repeating simulations before ‘DO,’ or execution.”This approach involves repeatedly testing strategies on an industry-specific “AI Market Twin”—which can realistically simulate the actual reactions of consumers and markets that vary by industry and product—to increase the probability of success before execution.

“By conducting a certain level of simulation before implementing marketing initiatives, we can improve the accuracy of those initiatives and boost marketing ROI (return on investment),” he stated emphatically.

Finally, Mr. Sano touched on the growing number of people who spend time and money on experiences that generate excitement and stir emotions—such as sports and entertainment—even as AI continues to streamline marketing. “Our talent will also shift toward areas that move people’s hearts and areas that support corporate business transformation. I believe that is where the future lies,” he said, outlining the “role of people” in the AI era.

Taking on the Global Market with a Japan-Born Model

The final theme addressed how corporate leaders should engage with the world amid rising geopolitical risks and the simultaneous advancement of a borderless world driven by AI.

Mr. Sano views the AI era as an opportunity for the Dentsu Group.While overseas competitors often provide functions such as media, creative services, and CRM (customer relationship management) through separate companies, Dentsu Inc. and Dentsu Japan have long offered these services as an integrated package in the Japanese market. “I believe our status as an inherently integrated company will be a significant advantage globally. Furthermore, our long-standing expertise in marketing and business development within the sports sector could also be a key competitive edge,” he stated, demonstrating a commitment to taking on the global market with a model originating in Japan.

Furthermore, Mr. Sano outlined his vision for creating the future through co-creation among AI, people, and all types of companies, stating, “While we’ll let AI handle what it can, we want to work together with other companies to envision and realize a bright future that AI alone cannot create.”

Now that we have acquired the powerful tool of AI, how will we master it, and what kind of future will we envision? The words of this leader of transformation were full of important insights for overcoming this era of uncertainty and designing the next phase of growth.