Digital/Technology

"Emotion LABO" Launches! Scientifically Researching "Experiences That Move People" and Aiming to Build an "Emotional Economy"

Established in February 2026, “Emotion LABO” is a “business creation organization” dedicated to scientifically researching experiences that move people’s hearts, quantitatively measuring the effects and value of real-world experiences—which are often said to be difficult to visualize—and developing and deploying the results as business ventures. We spoke with Kenichi Nakatsuji, who oversees Emotion LABO, about the research and the future it will help realize.

Kenichi Nakatsuji

Events Can Contribute to BX! —Dentsu Live Inc.: Pioneering the Future with Expertise and Creativity [4/4]

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Can AI go beyond optimization? — The key lies in the “network of people”

We held “dentsu AI Meet-up,” an internal event that brought together AI experts from across the Dentsu Group in Tokyo. Approximately 50 AI professionals from various fields—including media, creative, and BX (Business Transformation)—from 15 countries and regions, including Japan, participated. They exchanged views on their respective initiatives, challenges, and business opportunities.

Yuji Nagao

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Dentsu Group Announces “AI for Growth 3.0”—AI-Driven Marketing Transformation Enters the “Implementation” Phase

On May 25, 2026, Dentsu Japan (the domestic Dentsu Group) announced “AI for Growth 3.0.” This marks the transition to a phase where the Group will fully “implement” a suite of specialized AI products—incorporating the practical knowledge it has cultivated—into corporate marketing activities.At the launch event held at Dentsu Inc. Hall in Shiodome, Tokyo, the company unveiled the new marketing framework “PSDCA” and the “AI for Growth Suite,” a series of specialized AI products designed to realize it. The full scope of the company’s AI strategy—evolving from the conceptual stage to concrete implementation—was revealed.

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Happiness over efficiency! What kind of transformation did AI and creativity bring to the caregiving industry?

From left: Naofumi Kuroiwa, Chairman of the National Association of Small-Scale Multifunctional Home Care Providers; Takahiro Yamakoshi, Secretary General; and Motoki Kobashi of Dentsu Inc. As we enter a super-aging society, the shortage of personnel in the care sector is becoming increasingly severe. Frontline staff are too busy to find the time to document care records. Since care expertise cannot be articulated, operations...

Naofumi Kuroiwa, Takahiro Yamakoshi, Motoki Kobashi

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Trend Words for June 2026

New trends are emerging in consumer purchasing behavior and desires, such as “Agentic Commerce,” where AI acts as a shopping agent, and “Guilty Consumption,” where people deliberately indulge in high-calorie, high-sugar foods. We are living in an era where, while the pursuit of convenience and efficiency accelerates, attention is also turning to consumption aimed at satisfying emotions and moods. Changes are spreading that cannot be fully captured by traditional simple dichotomies such as “saving vs. spending” or “rationality vs. emotion.”Here are five trend terms you’ll want to know right now.

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DAZN’s first FIFA World Cup broadcast. Aiming for a new viewing experience through technology

DAZN Japan Investment, which operates the sports-focused subscription video-on-demand service "DAZN," held a media briefing in Tokyo on Monday, April 20. The company announced its strategy for its first-ever broadcast of the 2026 FIFA World Cup (hereinafter referred to as the FIFA World Cup). This will mark DAZN’s first broadcast of the FIFA World Cup, and all Japan national team matches will be streamed for free.Note that Japan’s matches will also be broadcast on terrestrial TV (NHK, Nippon TV network, and Fuji TV network).

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The Future of Persona Marketing — New Possibilities Brought by dentsu persona hub

At Advertising Week Asia 2025 (held over three days from Tuesday, December 2 to Thursday, December 4, 2025, in Tokyo), Ogury and Dentsu Inc. co-presented. As one of their solutions, they held discussions on the theme of “Persona Marketing” and explored how personas are transforming marketing through three sessions.

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Trend Words for May 2026

While the evolution of AI and technology has led to increasingly sophisticated services and outputs that operate without human intervention, there is also growing interest in collaborative living arrangements like “co-living” and family dynamics such as “pet humanization.” Precisely because we live in an era driven by efficiency and rationality, we are seeking warmth and human connection—a clear counter-trend is emerging. Why not take a closer look at the underlying shifts in consumers’ values through these trending terms?

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How Do We Discover “Invisible Insights”? ~How to Uncover “Insights” Buried in Information~

I’ll share key points for using AI to uncover “hidden insights” and tips for identifying insights that truly resonate and transforming them into strategic narratives.

Emi Nobukuni, Daigoro Nishimura

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Are you mixing things up with the “unfamiliar”?

The "Active Learning: How About This? Research Institute" is celebrating its 10th anniversary. In this series, each member will share their discoveries and the changes they have observed through their involvement in education in a relay column format.

Seki-shima Akie

Active Learning: How About This? Research Institute ~ 10th Anniversary Relay Column [4/7]

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Transcending the Dilemma of “Growth” and “Dignity”: A Series on Human Happiness: Exploring “People”

In today’s rapidly changing world, what kind of beings will “people” become? “The Exploration of ‘People’” is an irregular series in which members of dentsu Japan discuss the fundamental potential of “people” with experts from various fields.

Yamamoto Tatsuhiko, Seiji Nagai

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What is Single ID Marketing enabled by approximately 100 million Docomo data points?

From left: NTT DOCOMO's Sho Kato, D2C Inc.'s Kazumasa Kondo, Dentsu Digital Inc.'s Hirohiro Watanabe, Dentsu Inc.'s Makoto Nakajima Delivering a "personalized experience" to each individual customer. Many likely consider this an ideal in digital marketing. Based on DOCOMO's data...

Sho Kato, Kazumasa Kondo, Kanta Watanabe, Makoto Nakashima

Don't Miss Out! How to Leverage Data Clean Rooms [9/9]

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March 2026 Trend Words

"Living wage" reflects corporate values, while "journaling" unlocks individual creativity. A growing movement is prompting companies and individuals to reexamine their inner workings and question the true sources of value. Equally significant are emerging trends in experience design driven by data and technology, such as "query fanout" where AI reshapes search experiences and "FAST" transforming viewing habits. Here are five keywords to sharpen your marketing focus.

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Do Cats Soften the Atmosphere at Home? The Mysterious Relationship Between Cats and Humans

This series delivers the latest cat-related project examples and unique research and development that combine technology and ideas. This time, coinciding with Cat Day, we spoke with Professor Saito from Sophia University about the relationship between cats and humans.

Saito Chiko, Atsushi Otaki

Nekobako Newsletter [4/4]

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February 2026 Trend Words

In an era often defined by division and uncertainty, a quiet movement is spreading: one that seeks to restore hope and a sense of understanding through "systems" and "stories."DeSci, often called the democratization of research funding, approaches the very method of conducting scientific research. "Feel-good fiction" is gaining support as a reading experience in our stress-filled society. And "mockumentaries," which blur the lines between reality and fiction, are strengthening their presence as expressions that renew the forms of immersion and empathy. This month, we focus on five keywords to sharpen your business and creative sensibilities.

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