Former Microsoft Executive Hiroyasu Kitagawa Joins IDEATECH as Executive Fellow

IDEATECH Welcomes Hiroyasu Kitagawa as Executive Fellow

On August 25, 2026, IDEATECH, a prominent marketing content production company in Japan, has appointed Hiroyasu Kitagawa, the former Microsoft Japan executive, as its Executive Fellow. IDEATECH has successfully partnered with over 500 companies and created more than 2,500 marketing assets based on thorough research. This collaboration aims to adapt to the transforming B2B buying processes which are increasingly influenced by generative AI technologies.

The Role of Executive Fellow

The position of Executive Fellow is distinct from traditional advisory roles; it emphasizes a collaborative partnership aimed at generating value through joint inquiry in business strategy, research, and dissemination. Kitagawa, a foremost expert in B2B marketing, is known for his extensive experience in content marketing and demand generation since the early days of the Japanese IT industry.

With the integration of generative AI, the behavior of B2B buyers is undergoing substantial changes. According to a joint study conducted by IDEATECH and Kitagawa in August 2026, which surveyed 503 professionals involved in B2B procurement processes, a striking 90.6% of B2B purchasers utilized generative AI during their selection process. More than half reported using AI to develop comparative analyses of prospective vendors and products, indicating a shift from relying on traditional search engines to using AI-generated insights.

This transformative trend highlights that buyers feel empowered to gather information anonymously, with 84.7% stating a preference for self-sourced insights via generative AI rather than sharing personal details to request materials from vendors. This change reveals that the initial stages of the vendor selection journey are being dominated by AI, with the buyer's contact with sales representatives occurring at a later stage.

For B2B companies, the expectation now is not merely to present information, but to provide trusted primary resources that are recognized by both people and AI. IDEATECH has continuously contributed to research-driven marketing, having conducted over 2,500 surveys and supported more than 800 companies since its inception. Recently, the company has expanded into new domains, including LLMO (AI Search Optimization) support, highlighting its commitment to adapting to the evolving technological landscape.

At this crucial juncture in the evolution of B2B marketing, IDEATECH recognizes the essential insights Kitagawa brings to guide them in establishing a next-generation B2B PR and marketing foundation that fully incorporates the capabilities of generative AI.

Areas of Involvement

As the Executive Fellow, Kitagawa will be involved in:

- Contributing to business strategy and GTM strategy aimed at building next-generation B2B PR and marketing structures.
- Collaborating on ongoing research regarding B2B purchasing processes in the era of generative AI.
- Overseeing thought leadership content, including research reports, contributions, and presentations.
- Engaging in external communications through co-hosted seminars and conferences.

IDEATECH and Kitagawa also plan to expand their collaboration within research and communication regarding B2B marketing in the AI age. Details will be announced as developments transpire.

Previous Endeavors

Since 2026, IDEATECH has co-conducted continuous surveys on B2B purchasing behavior within Japan and has shared insights on the transformation of purchasing processes and GTM strategies in the AI age through collaborative seminars. This appointment signifies a progressive step in fortifying their partnership.

Comment from Hiroyasu Kitagawa

Kitagawa expressed delight in joining IDEATECH as an Executive Fellow, stating, "For over thirty years, I have championed the position that content must take center stage. With the advent of generative AI, buyers are increasingly making decisions before meeting with sales representatives, primarily utilizing AI and content. It is crucial to produce trustworthy primary data that both humans and AI can recognize while also designing the criteria for market selection. I look forward to challenging and shaping the next generation of B2B marketing infrastructure with IDEATECH as partners."

Career Background

Born in 1965 in Kyoto, Kitagawa graduated from Kyoto Sangyo University with a degree in Computer Science. He began his career as a software engineer at Fujitsu, later transitioning to Digital Equipment Corporation (DEC), and finally joining Microsoft, where he spearheaded server product marketing. He has since held leadership roles across various global companies and domestic ventures, achieving significant results.

In July 2023, Kitagawa became independent to apply his more than 30 years of experience back into society, founding a consultancy aimed at fostering strategic growth across business development, marketing, and sales. He also contributes to the development of the next generation of business leaders through his writing and public speaking.

Remarks from Yuji Ishikawa, President of IDEATECH

"Kitagawa has a rich history of practice in content marketing, even before it gained prominence in Japan's IT industry. His longstanding belief that 'content is king' is now on the verge of realization with the rise of generative AI. Collaborating with someone who has believed in this vision from the start is an immense privilege for us. Together, we will define the future of B2B marketing in the AI era as partners, not just clients and suppliers."