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Hotlink's Generative AI Survey: Insights and Future Directions

Hotlink, a leader in SNS marketing support based in Chiyoda, Tokyo, has made significant strides in integrating generative AI tools into its business operations. In April 2025, the company conducted its fifth internal survey, focusing on the application and effectiveness of generative AI, as well as its impact on daily organizational practices. This article explores the findings and implications of this survey for Hotlink's future as an AI-driven company.

The Role of AI in Hotlink's Operations

Hotlink has recognized that the evolution of generative AI has the potential to transform not only business activities but also the very structure of services offered. Over the past few years, they've systematically incorporated AI into their existing services, which has greatly increased efficiency and improved the work experience for employees.

The aim is to shift AI utilization from being limited to a few advanced users to a more widespread, everyday practice across the organization. Regular internal surveys have become essential in monitoring how AI is being embedded into daily tasks and ensuring that it aligns with Hotlink's overarching goal of fostering a culture where AI is an integral part of operations.

Key Findings from the Survey

Conducted among Hotlink employees (both full-time and contract), and collecting 115 valid responses from April 8 to April 14, 2025, the survey has revealed some compelling insights.

1. Usage Frequency of AI Services
Hotlink's adoption of generative AI commenced in April 2024, and the survey results reflect a significant trend towards regular use. A remarkable 73.9% of employees reported using AI services like ChatGPT daily, a substantial increase from previous surveys. When considering those who use these tools at least three times a week, this number rises above 95%.

2. Perceived Effectiveness of AI
When questioned about the effectiveness of AI in their work, 52.6% believed it had somewhat improved their productivity. Although a small decline from earlier findings, the percentage of employees who reported a significant enhancement soared to 33.3%, jumping from 13.0% just a few months prior.

3. Time Saved Through AI Implementation
Employees were asked how much time AI had saved them. The majority (53.6%) indicated a moderate level of time reduction, while 12.8% felt there had been substantial time savings. This marks an upward trend in efficiency associated with AI usage compared to responses from earlier surveys.

Positive and Negative Impacts of AI Integration

Numerous positive changes have surfaced due to AI implementation. Examples include:

• - Adjusting the tone of messages in Slack
• - Automating macro and script generation
• - Providing initial support in unfamiliar areas
• - Expanding creative expression through image generation

Additionally, employees noted that AI contributes to faster research, serves as a continuous support resource, and aids in the creative process. However, some negative feedback must also be acknowledged. Concerns included the accuracy of AI outputs, the need for trial and error to obtain desired results, and occasional oversights in written communications. These criticisms underscore the ongoing need for quality control and adjustments as the company continues to evolve its AI strategies.

Aiming for Higher Efficiency

Shuntaro Ohno, Hotlink's Executive Officer responsible for corporate planning, shared insights on the company’s AI journey. He emphasized that over the past year, AI use has become commonplace in the workplace, shifting discussions from “Should we use AI?” to “What can we achieve with AI?” This evolving mindset reflects a strategic shift from seeking partial solutions to pursuing comprehensive improvements across workflows.

As Hotlink embarks on the next phase of its AI integration, the goal is to optimize workflows and enhance quality, setting the stage for exponential growth.

Conclusion

As Hotlink further develops its AI capabilities, continuous monitoring and adaptation will be paramount. The insights gleaned from this survey will inform their strategies moving forward, ultimately fostering an environment where AI serves as a foundational element in their marketing support initiatives and beyond.

For further details on Hotlink's vision and AI integration strategies, visit their official website.