#Japan #Tokyo #ADK Marketing #IBM Consulting #Marketing Workbench

ADK Marketing Solutions Pioneers AI-Driven Marketing in Japan

ADK Marketing Solutions, headquartered in Minato, Tokyo, has made a groundbreaking decision to become the first company in Japan to implement IBM's innovative marketing tool, the IBM Consulting Marketing Workbench. This generative AI tool is designed to assist marketers in customizing products and services to suit the individualized preferences and needs of consumers, a necessity in an era of information overload and diverse consumer demands.

With the marketing landscape rapidly evolving, professionals are tasked with creating tailored strategies to effectively engage with each consumer. Recognizing this need for transformation, ADK MS is committed to developing a new operational model that combines human creativity with advanced technology through the adoption of Workbench.

To facilitate the localization and implementation of Workbench in Japan, ADK MS collaborated closely with IBM Japan, conducting a series of business analysis workshops. Approximately 20 specialists from various marketing and creative fields participated, focusing on redefining the future of marketing, identifying challenges, developing target strategies, insights work, concept formulation, and the effective use of AI agents across a wide range of areas. This comprehensive approach includes planning for paid, owned, and earned media, utilizing customer data, and implementing 1-to-1 marketing strategies along with robust CRM and PDCA processes.

Workshop Outcomes

1. Defining Next-Generation Marketing Operations
The workshops established a detailed framework for utilizing AI agents in marketing. This framework encompasses processes from the initial marketing operations to creative production, and extends through PDCA cycles, aiming for profound innovation in future marketing practices.

2. Identifying Challenges and Formulating Target Strategies
By pinpointing initial-stage challenges, the team confirmed the importance of well-defined target strategies and insights work. AI-powered use cases were identified to enhance the construction of more refined and effective marketing strategies.

3. Exploring AI Applications in Concept Formulation
Moreover, the role of AI in concept formulation was clarified, detailing how generative AI can support creative production and marketing initiatives, thereby driving transformation in marketing and significantly boosting creativity and efficiency.

At the heart of this initiative is ADK Group's AI organization, the AI Center of Excellence (CoE), which leads the Workbench adoption project while strategically planning various AI initiatives and next-generation concepts. The CoE is tasked with cross-departmental AI capabilities, integrating proprietary data with a focus on designing a flexible and scalable AI common infrastructure.

Currently, the company is embarking on a pilot project named “Maximization of Concept and Idea Creation Through Business Efficiency,” which employs a customized version of Workbench. This project aims to enhance efficiency in the processes from strategy planning to initiative consideration while developing models aimed at providing new solutions and services for client companies.

Through the utilization of Workbench and other generative AI tools, ADK MS is positioned to autonomously manage large-scale information gathering, data analysis, and idea generation. Collaborating with experts in marketing and creative domains, the company seeks to create value as a co-creator in the marketing space.

As ADK MS accelerates its initiatives powered by AI technology, it stands firm as a “Fan Growth Partner,” committed to exploring value co-creation that enhances client businesses.