Dentsu Group in Japan Launches 'AI For Growth Suite', an Integrated AI for Marketing Support

Four companies of the Dentsu Group in Japan (Dentsu Digital, Dentsu, Dentsu Soken, and Ignition Point) are revamping their unique AI strategy*1, which contributes to the growth of customers and society by multiplying 'human intelligence' and 'AI intelligence', into 'AI For Growth 3.0'. Moving beyond limiting AI utilization to visions or partial business activities, the group is launching an initiative to implement and operate multiple specialized AIs—embedded with the extensive practical expertise cultivated in the marketing domain over many years—for enterprises. By implementing these specialized AI groups into actual business processes, they contribute to continuous value creation. As the core of this initiative, the provision of the integrated AI product series 'AI For Growth Suite', which cross-sectionally supports the entire corporate marketing process, begins today.

Currently, AI utilization has moved past the conception and verification stages into the 'implementation' phase, where the question is how to integrate it into actual business processes to drive results. Meanwhile, it has become evident that simply introducing general-purpose AI has limitations when it comes to applications directly linked to corporate decision-making and business growth. AI utilization has now progressed from the pursuit of versatility to the stage of figuring out how to firmly root specialized, high-quality AI into practical operations. Furthermore, the importance of a system where specialized AIs not only operate individually but also collaborate and autonomously handle tasks is increasing. Particularly in the marketing domain, which requires high levels of expertise and judgment such as consumer understanding, brand value, creativity, and media planning, the existence of 'specialized AI agents'—designed and operated in alignment with business contexts to actively perform in practice—has become indispensable.

Amidst this recognition of the times, the newly introduced AI strategy is 'AI For Growth 3.0'*2. The new strategy focuses on the development, provision, and implementation of 'Marketing Specialized AI', which incorporates the group's long-standing expertise and practical knowledge into AI to support corporate decision-making and value creation. The foundation for this is the proprietary 'PSDCA model'*3, which incorporates Simulation—predicting multiple options and outcomes—into the traditional PDCA cycle. The two engines of dentsu Japan that realize this PSDCA are the 'Creative Thinking Model'*4, responsible for thinking and conceptualization, and the 'People Model'*5, which captures human behavior and values. These cross-sectionally elevate the entire marketing operations of companies.

Genealogy of AI For Growth

1.0: Presented an AI utilization vision that generates growth by multiplying 'human' and 'AI' intelligence.

2.0: Deepened AI assets to promote the AI-native transformation of marketing.

3.0: Implemented specialized AI groups, embedded with the practical expertise of the Dentsu Group in Japan, into corporate marketing activities.

The 'AI For Growth Suite' is the integrated AI product series crossing the entire corporate marketing process that newly deploys these AI assets in a concrete form. This series integrates the marketing-domain AI developed and utilized so far with newly developed functions, operating a series of marketing tasks—research, strategy formulation, planning, execution, and improvement—using the PSDCA model.

Concurrently, the 'development framework' and 'human resource foundation' supporting the implementation capability of AI solutions are being strengthened. Centered around the newly established 'AI Development Center'*6 at Dentsu Soken, AI solutions directly linked to corporate operations and businesses are rapidly developed and provided. The 'dentsu Japan AI Center'*7, boasting approximately 1,000 specialized personnel, cross-sectionally leads the AI-native transformation of the group and the introduction, establishment, and enhancement of AI solutions for enterprises. A governance framework has also been established, realizing the provision of AI services based on the 'Dentsu Group AI Principles'—the group's global guidelines for AI utilization—and the dentsu Japan common guidelines. All provided specialized AIs are designed on the premise that humans make the final judgments and decisions, maintaining a system for continuous risk management by the group's expert organization, the 'AI Governance Committee'.

Overview of 'AI For Growth Suite'

The 'AI For Growth Suite' is an 'integrated AI product series' composed of multiple 'specialized AI tools' incorporating the group's years of practical expertise, an AI agent platform, and a data integration and analysis infrastructure. It includes 'People Research'*8, which supports consumer understanding through virtual quantitative surveys based on high-resolution AI personas of a 100-million-person scale, and specific AI personas