#Japan #AI #Digital Marketing #Minato #Japan Marketing Association

Introduction

The use of artificial intelligence (AI) in marketing has become a pressing topic in today's fast-evolving digital landscape. Recently, the Japan Marketing Association (JMA), based in Minato, Tokyo, released a comprehensive report titled "Survey on the Use of AI and Digital Technology in Marketing". This report provides a detailed analysis of how listed companies in Japan are leveraging online technologies to enhance their marketing strategies and stay competitive in the marketplace.

Background of the Survey

Collaborating with academia, the JMA aimed to investigate the current landscape of marketing practices in Japan, which has undergone significant changes due to digital advancements. The survey was designed to assess the extent to which various companies are utilizing digital technologies across diverse marketing operations. By doing so, the JMA aimed to provide insights that could help shape future marketing strategies within the industry.

The survey was structured around two major questions: 1) the specifics of AI and digital technology usage in marketing departments, and 2) awareness and recognition of outcomes related to the implementation of AI and digital transformation (DX).

Key Highlights from the Report

1. Proliferation of Generative AI in Marketing
Nearly 90% of respondents indicated they are now using generative AI in their marketing efforts. This includes substantial usage of text-based generative AI tools like ChatGPT and Gemini, with 85% of companies utilizing them for tasks such as brainstorming ideas and generating documents. Additionally, about 58% are employing image-generating AI like Midjourney and Sora. The primary applications have largely centered around idea generation and the creation of meeting notes and reports. Interestingly, approximately half of the companies reported using generative AI for more advanced content creation, while less than 10% are actively utilizing it for high-level customer interactions.

2. Focus on Data Analysis
The survey results indicated that while a significant number of companies are engaging with data analysis in their marketing activities (over 70%), the depth of technology utilization remains superficial. Only about 10% of companies have fully embraced the implementation of machine learning and automation at an operational level. Meanwhile, between 20% and 40% are looking to strengthen their efforts in this domain in the future.

3. Mixed Results from AI and DX Implementation
A concerning finding from the report showed that around 50% of companies felt they had not seen tangible results from their investments in AI and DX. Only 26% reported experiencing noticeable success, indicating a gap between the implementation of these technologies and their perceived efficacy. The survey suggests that improving internal motivation and efficiency is key to realizing the benefits of such technologies.

Observations and Future Implications

As the year 2023 is dubbed as the "Year of Generative AI," its penetration into the marketing domain has become increasingly evident. With ongoing improvements in AI capabilities, it is anticipated that the use of these technologies will expand beyond mere idea generation to include more extensive and creative applications in marketing.

However, the utilization of technologies, including but not limited to generative AI, is not yet at an advanced level concerning automation and deep operational transformation. The challenge remains for companies to evolve beyond superficial uses of AI and to fundamentally reimagine their marketing processes with AI as an integral component.

Advancing the direct application of AI in marketing operations is expected to lead to heightened efficiency and revitalization within organizations, ultimately driving clearer marketing outcomes and enhancing competitive strength.

For further details on other survey results, please refer to the full research report.

Survey Overview

• - Methodology: Web-based survey
• - Survey Period: April 10, 2025 - June 30, 2025
• - Target Respondents: Tokyo Stock Exchange listed companies (including responses from group companies)
• - Number of Valid Responses: 144 companies
• - Conducted by: Apollo Corporation

Citation Request

The data featured in this PR can be cited, provided the source is acknowledged: Japan Marketing Association, "Survey on the Use of AI and Digital Technology in Marketing" (2025).

About the Japan Marketing Association

The Japan Marketing Association was established in October 1957 with the purpose of advancing and developing marketing practices in Japan. With a mission to contribute to a richer and more sustainable society through the power of marketing, the association engages in various initiatives, including extensive surveys designed to deepen marketing knowledge and share valuable insights with the industry.

For inquiries related to this matter, please contact:
Japan Marketing Association
Contact: Watanabe
Phone: 03-5575-2101
Email: [email protected]
Visit our website at: Japan Marketing Association