#Japan #Tokyo #AI Advertising #Dentsu Direct #Sanno University

Revolutionizing Advertising Through AI

In a significant move to reshape the advertising landscape, Dentsu Direct, a subsidiary of Septeni Holdings, has joined forces with Sanno University to launch the 'AI Advertising Camp.' This innovative initiative engages students from Sanno University's Information Management Faculty to explore how generative AI can add value to modern advertising creativity.

The primary objective of the 'AI Advertising Camp' is to study past advertising models and analyze their structures. By extracting valuable data from these analyses, students are tasked with creating new and inventive creative plans using image-generating AI technologies. This hands-on experience allows students to contribute fresh perspectives to the advertising world, which is often dominated by established professionals.

Currently, students are collaborating with Dentsu Direct in research activities, and as they gather and analyze diverse data, they will also conduct practical experiments aimed at business promotion in partnership with real-world companies. This project embodies the essence of learning by doing, where students employ their unique sensibilities in creative work and data analysis powered by rapidly advancing generative AI.

The collaboration promises to usher in new creative approaches as students join forces with seasoned professionals at Dentsu Direct. The initiative kicked off with a significant milestone: the first student presentation was held at Dentsu Direct's headquarters in September 2025. Research has already begun to yield promising insights into effectively leveraging generative AI for advertising production, exceeding initial expectations.

Roles in the Collaboration

Dentsu Direct plays a critical role in this partnership by providing students with foundational learning opportunities through advertising framework workshops. Students benefit from access to historical advertising model data and generative AI tools that facilitate the ideation and production phases of advertising work. In tandem, Sanno University is responsible for establishing hypotheses aimed at analyzing and improving advertising structures through generative AI. This includes creating creative plans that integrate generated image data, copywriting elements, and persona data, ultimately leading to actionable feedback from results and challenges encountered during the project.

Educational Curriculum

Sanno University's Faculty of Information Management emphasizes the practical application of information management techniques across various business sectors. Their educational approach is informed by the latest trends in digital technologies such as AI, IoT, and data science. Among the courses offered, the Digital Business Design Course focuses on deepening understanding of digital technology and cultivating innovative perspectives that apply these technologies to create new business value. Furthermore, the Content Business Course aims to equip students with the skills necessary for planning, marketing, and managing content-related projects, thus enhancing their production capabilities.

Dentsu Direct Overview

Dentsu Direct, under the leadership of CEO Kazunari Kondo, is a prominent player in the advertising industry, specializing in business strategy design, media planning, and creative support. Located at the Dentsu headquarters in Tokyo, Dentsu Direct provides an innovative environment for young minds to flourish. More details about their operations can be found on their official website: Dentsu Direct.

Student Research Initiatives

The collaboration involves two key seminars led by Professors Makoto Kawano and Masahito Koda at Sanno University, focusing on cutting-edge themes in design and production. Kawano's seminar emphasizes 'Human & Social Centered Design,' motivating students to engage in self-directed research that addresses immediate and emerging societal challenges. Meanwhile, Koda’s seminar concentrates on the production and marketing aspects within the content industry, fostering skills necessary for success in a rapidly evolving field.

The 'AI Advertising Camp' is set to redefine the intersection of technology and creativity in the advertising sector while nurturing the next generation of advertising professionals equipped with insights, skills, and an innovative mindset.