Transforming Mitsukan: Employee-Driven AI Movement Leading the Way in Digital Transformation

For over 220 years, Mitsukan Group, based in Handa, Aichi Prefecture, has been a storied enterprise, but in 2018, it embarked on a transformative journey. The company established a digital transformation (DX) organization with a bold mission: "Empowering Employees to Champion Digital Change!" This initiative received a significant boost with the introduction of the "AI Friend Community" in October 2024, where about 200 employees, or roughly 10% of the workforce, joined within just six months.

The AI Friend Community

The AI Friend Community, commonly known as the "Friend Club," is an internal community designed for employees passionate about generative AI. Initiated by three young employees from the digital promotion department, it encourages collaborative learning and practical application of AI tools. Without the constraints of hierarchy, team members from various departments come together to share insights, experiences, and even failures. This grassroots initiative not only fosters a culture of openness but also catalyzes a transformation in the organizational mindset.

What to Expect from the Friend Club

The Friend Club operates on a volunteer basis, allowing members from all levels of the company to participate without pressure. Members share knowledge, engage in problem-solving discussions, and learn from both successes and setbacks through:

- Study sessions and workshops
- Exchanges with external partners
- Information sharing on Teams about best practices and challenges

The idea behind naming the community the "Friend Club" was rooted in the desire to create a space where colleagues can connect like friends, where everyone feels free to express their ideas without hesitation.

Origin of the Movement

Before the Friend Club's inception, employees interested in generative AI had limited platforms to deepen their knowledge and connect with like-minded individuals. Recognizing this gap, a group of enthusiastic young employees decided to take matters into their own hands. They envisioned a relaxed atmosphere where employees from various levels and departments could easily engage and learn together.

Their vision was clear: a vibrant community driven by genuine interest in generative AI, devoid of rigid structures that could stifle creativity. By facilitating an open exchange of experiences and ideas, the Friend Club aimed to create a nurturing environment for technological exploration.

Active Campaigns That Transform Culture

One of the most impactful initiatives from the Friend Club has been the Active Campaign themed around sharing successes and failures in generative AI. This campaign sparked over 50 submissions and numerous reactions on Teams, marking a significant increase in participation compared to past attempts at internal information sharing. The vibrant discussions fostered by this campaign broke down departmental barriers, nurturing a culture where employees felt encouraged to express their thoughts openly.

With successful implementation of this initiative, the organization has taken a significant step toward promoting a more open and collaborative work environment.

The Community's Growth: Driven by Employee Enthusiasm

Before the launch of the Friend Club, Mitsukan had already been exploring AI applications, but the top-down approach created gaps in engagement. By allowing employees to voluntarily join, the Friend Club naturally attracted interest, leading to an unexpected surge in membership from about 20 to nearly 200 members in just six months. Conversations about generative AI and cross-departmental collaboration have flourished, as employees express the desire to learn and share more about AI applications.

Voices of the Participants

Participants have shared positive feedback about their experiences and the community's impact on their professional growth. Many expressed excitement about the opportunity to collaborate and learn new skills in a supportive atmosphere. They highlighted the sense of camaraderie and inspiration they found within the Friend Club, emphasizing the joy of exploring new technologies together.

Generative AI Applications and Future Outlook

Mitsukan is currently exploring several promising applications for generative AI, including:

- Building a website focused on the Asian market, utilizing generative AI to produce content internally for a February 2025 launch, with SEO self-optimization.
- Developing a proof of concept for marketing strategies that enhance product understanding and messaging.
- Launching an internal generative AI department within the sales division by July 2025.
- Streamlining the company’s internal advertising review process to boost efficiency and provide psychological safety by this autumn.

As stated by Eiyu Watanabe, CDO of Mitsukan's Asia business, they foresee a shift from human-led operations to a synergistic, AI-inclusive environment—a new era known as the "Agency AI" age. This paradigm emphasizes creating new value and accelerating digital transformation both within and outside the organization.

By embracing collaboration and innovation, Mitsukan is positioning itself to maintain its legacy while adapting to the future landscape of business, ensuring that it remains a significant player for years to come.