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Unveiling Innovative PR Support with Material's Smart Retainer Program

Tokyo, Japan - On September 8, 2026, Material Inc., a leading marketing communication firm, will officially launch its innovative retainer contract model known as the Material Smart Retainer Program. This program leverages advanced technology, including generative AI, to reshape the approach to public relations support.

Since its inception, Material has focused on storytelling as a core principle, aiming to foster strong relationships between businesses and the society they operate within. With the rise of AI utilization in tasks such as information gathering, media list management, and reporting, the company views this progression as an opportunity to enhance productivity. Rather than merely a chance for cost reduction, this new model allows Material's team members to concentrate on the essential aspects of PR work.

Offering a fresh perspective on what the role of a PR agency should entail, Material is dedicated to transforming the efficiency gained from automation into opportunities for strategic discussions with clients, in-depth dialogues with media and experts, and stimulating creative outputs. This philosophy is at the heart of their new program.

Introducing the Smart Retainer Program

The Material Smart Retainer Program categorizes and defines areas best suited for AI intervention versus human engagement. This structured approach facilitates the provision of PR services at an optimized monthly budget. By harnessing an AI agent that accumulates expertise from PR professionals, the program significantly reduces the time spent on repetitive tasks. The resources freed up through this automation can then be redeployed towards strategic planning, media relations, and creative production—all areas that genuinely deserve a human touch.

Material believes that the integration of AI in their operations is not aimed at reducing workforce size but is designed to empower employees to engage deeper with their clients. The realm of public relations remains one where complete automation is still not feasible, and this blend of human insight and AI capabilities leads to a hybrid model of PR consulting that maximizes client value.

CEO Insights

The representative comments from the CEO of the Material Group, So Aozaki, highlight this transformative approach:

“We believe that the value of PR lies within our judgment and the relationships we build. Traditionally, a significant portion of PR professionals' time has been consumed by repetitive tasks. By integrating AI agents into our workflows, we can change this structure. Assigning standardized tasks to AI allows us to manage costs while deepening human involvement. This new service will realize a form of PR retainer that was previously unattainable.”

About Material

Material is dedicated to enhancing corporate and product value through storytelling-focused corporate and marketing communications. Their services range from comprehensive branding and promotional planning to content development, creative execution, crisis management, public affairs, lobbying, and digital marketing—offering a one-stop solution for brand building.

About the Material Group

Operating as a combined team of specialists, the Material Group supports comprehensive communication efforts for various businesses. Their mission focuses on solving clients’ business challenges while strengthening societal relationships. With the vision of “Switch to Red” — igniting passion in individual identities and reshaping values — the group strives to maximize the potential of unique characteristics through collaborative efforts.

By launching the Material Smart Retainer Program, Material sets a new standard in public relations, marrying technology with human expertise to create greater value for clients in a rapidly evolving landscape.