#Japan #Tokyo #SoftBank #Fukuyama Masaharu #AI Mashaharu

SoftBank Introduces AI Mashaharu in New TV Commercial

SoftBank Corp. continues its commitment to addressing social challenges with its latest initiative, encapsulated in the slogan "Answer to Societal Issues". This theme is showcased in their third television commercial, which features renowned actor and musician Fukuyama Masaharu alongside a new AI character named 'AI Mashaharu'. The commercial is set to air nationwide from October 24, 2025.

The newly released TV commercial revolves around the introduction of 'AI Mashaharu', created to tackle pressing issues like natural disasters, educational disparities, and food waste. It aims to embody SoftBank’s vision of utilizing AI to pave the way for a better societal future. Viewers can expect to see Fukuyama displaying surprise yet gradual acceptance of his AI counterpart, bringing a personal touch to technological innovation.

In addition to the main commercial, a series of follow-up ads featuring 'AI Mashaharu' are also in the pipeline, offering audiences more insight into the character and its capabilities. Behind-the-scenes footage shows Fukuyama interacting with staff and engaging with the visual model of 'AI Mashaharu', providing a glimpse into his creative process during filming.

Creating 'AI Mashaharu'

'AI Mashaharu' is a brainchild of SoftBank, designed to act as Fukuyama's new companion in addressing various social issues through advanced technology. The character's voice is a sampled rendition of Fukuyama’s own, while its visual appearance is generated from AI technology, based on Fukuyama's likeness. This blend of art and technology symbolizes a powerful collaboration that aims to enrich society.

The actor's enthusiasm about participating in the project is palpable. He expressed pride in the character's name, which closely resembles the affectionate nickname 'Masha' given to him by his father, eventually becoming popular among fans. Fukuyama reflects on the journey that brought this character to life, emphasizing the historical significance of names and identity in the context of technology.

Insights from Fukuyama Masaharu

During interviews about the commercial, Fukuyama shared insights on how filming with 'AI Mashaharu' has been an enlightening experience. Initially, he didn't perceive much similarity between himself and the AI. However, as shooting progressed, he noted that he felt a resemblance and found himself blushing when their eyes met.

Fukuyama also discussed his perceptions of AI, stating that it has transformed from a mere tool to a collaborative partner. He likened his long-standing relationship with the guitar to that of AI, pointing out both can evolve and adapt in ways that enrich human experience. Like AI, the guitar has expanded in its applications through collaborative use.

Reflecting on his artistic journey as he approaches his 35th anniversary in the music industry, Fukuyama emphasized the importance of stamina and mental resilience. He stated his goal is to cultivate these aspects through physical training, demonstrating that the psychological and physical dimensions of performance matter immensely in the creative process.

The Project's Vision
Since 2004, SoftBank has aimed to provide "answers" to various societal problems through its branding and initiatives, using its logo as a symbol of connection and communication. The launch of the new slogan, "Answer to Societal Issues," marks a pivotal moment as the company celebrates its brand emblem's 20th anniversary while reaffirming its dedication to making a difference.

As audiences await the new commercials and their accompanying narratives, the partnership between Fukuyama Masaharu and 'AI Mashaharu' is set to unfold in exciting and innovative ways. The blend of art, technology, and a commitment to societal betterment represents an inspiring direction for SoftBank and its ongoing mission to tackle pressing challenges together.