#Japan #Smart Home #Tokyo #Dentsu #HAUS UPDATA

Dentsu MacroMill Insight Introduces 'HAUS UPDATA' Project

Dentsu, along with a coalition of prominent companies including Nippon Steel Kowa Real Estate, CAPCO AGENCY, and Dentsu MacroMill Insight, has officially launched the second phase of the smart home initiative 'HAUS UPDATA'. This innovative project aims to leverage daily living data alongside uniquely developed AI technologies to significantly enhance everyday life for users.

The 'HAUS UPDATA' project is a cutting-edge endeavor that goes beyond traditional data usage; it actively integrates diverse data points to better understand household life, preferences, and well-being. The goal is to create a co-creative platform that unites individuals, families, and brands while improving well-being and facilitating more effective marketing strategies.

Expansion of the Initiative

In this second phase, the participating companies and monitor households have been significantly expanded, providing a more extensive landscape for testing and validating the service's impact. Participants will experience various facets of life supported by generative AI, which will recommend tailored products and enhance overall living conditions.

The integration of generative AI will add features aimed at improving various aspects of daily life, including dietary guidance, sleep management, proper lighting and temperature settings, product recommendations, and even pet care services. The objective is to ascertain how these features can effectively aid users in their everyday decisions while simultaneously evaluating their effectiveness.

How the Program Works

Participants in the 'HAUS UPDATA' initiative are provided with different IoT devices and sensors, allowing real-time data collection regarding various living habits. The data collected encompasses usage patterns of appliances, household members' activity, and environmental conditions such as temperature and humidity.

Once gathered, this information is analyzed through Dentsu's advanced secure data infrastructure, ensuring secure and privacy-respecting integration of information for personalized recommendations. The analysis not only offers insights into each participant’s habits but also stands to enhance their understanding of how to improve their daily lives.

A Unique User Experience

With a focus on user-friendliness, the dashboard will facilitate the sharing of data with participants, allowing them to engage interactively with their lifestyle choices. The initiative also emphasizes the importance of informed consent; participants are thoroughly briefed regarding data usage and the potential benefits before joining.

The first phase of the HAUS UPDATA project, carried out from May to October 2024, confirmed the viability of monitoring household activities through integrated data systems, revealing patterns that were previously difficult to capture. Furthermore, it established that tailored recommendations can lead to more favorable purchasing decisions.

As 'HAUS UPDATA' transitions into its second phase, the number of participating households has increased to over 100, a significant leap from the 10 households involved in the initial phase. This enlargement not only promotes a richer data set but also enhances the effectiveness of lifestyle support features and strengthens participating companies' marketing strategies.

Summary of the Second Phase

• - Duration: June 2025 to December 2025
• - Participants: Over 100 households who consent to participate in the program
• - Methodology: Deployment of IoT devices followed by comprehensive data analysis to tailor products and services to individual users

Closing Thoughts

The 'HAUS UPDATA' initiative exemplifies Dentsu's forward-thinking approach to marketing and user engagement, signifying a shift towards more integrated, data-driven lifestyle solutions. Through the collaborative efforts of various companies and the adaptation of evolving technologies, the project aims to set a new standard in smart home living, promising an enriching experience for all users involved.