CCC, V Point Marketing, and Matsuo Institute's Joint Research Paper Accepted at the 2026 Annual Conference of the Japanese Society for Artificial Intelligence

Culture Convenience Club Co., Ltd. (Headquarters: Yokohama, Kanagawa; President and CEO: Takanori Takahashi; hereinafter 'CCC'), V Point Marketing Co., Ltd. (Headquarters: Yokohama, Kanagawa; President and Representative Executive Officer: Seigo Hirota; hereinafter 'V Point Marketing'), and Matsuo Institute Co., Ltd. (Headquarters: Bunkyo-ku, Tokyo; President: Nobuyoshi Kawakami; hereinafter 'Matsuo Institute') are pleased to announce that their joint research paper, 'Integration of Multi-Domain Behavioral Logs and Behavior Prediction Using Large Language Models,' has been accepted at the '2026 Annual Conference of the Japanese Society for Artificial Intelligence (40th).' The research results are scheduled to be presented at the conference on Monday, June 8, 2026.

In recent years, consumer values and behaviors have been rapidly diversifying, making it difficult to capture ever-changing needs using conventional methods alone. To address these challenges, CCC and V Point Marketing, together with Matsuo Institute, have been conducting joint research since September 2025, aiming to combine 'linguistic data' such as surveys with 'actual behavioral data' such as purchasing behavior to gain a more three-dimensional and multifaceted understanding of each individual consumer. This joint research paper represents a theoretical first step towards the social implementation of a 'human-centric AI persona agent' based on this deep understanding.

Demonstrating the Effectiveness of Multi-Domain Data for Consumer Understanding (User Modeling)

This research aims to advance 'user modeling,' which structurally captures the behaviors and values of individual consumers. Previously, behavioral analysis using Large Language Models (LLMs) primarily assumed the use of history within a single domain (a specific business type or service). However, many consumers operate across multiple business types and services, and fragmented data alone cannot capture their overall picture. In this study, the researchers investigated and demonstrated the effectiveness of a method that uses LLMs to extract and integrate consistent, textual persona information from multi-domain behavioral histories. In the application of AI technology, the diversity and volume of data used for learning and analysis determine the resolution of its output. The study has academically confirmed that more accurate user modeling is possible through AI technology. This is expected to lead to individually personalized customer experiences in the future. Specifically, by verbalizing the values and decision-making backgrounds of consumers—which cannot be fully grasped from 'actual behavioral data' like purchase history alone—as persona text and analyzing it in combination with 'linguistic data' such as surveys, it becomes possible to design deeper, more realistic customer profiles than ever before. This is expected to lead to communication and service design that is attuned to the context of each individual consumer.

Going forward, the companies will consider implementing these findings into services and products that capture the latent needs of consumers with higher resolution. CCC and V Point Marketing will continue to implement 'AI that starts with people' together with Matsuo Institute, working to create new value that benefits daily life and society.