Dentsu and Partners Launch Smart Home Project HAUS UPDATA Phase 2

In a groundbreaking initiative, Dentsu Inc., Nittetsu Okayama Real Estate Co., CAPCO AGENCY, and Dentsu Macromill Insight have kicked off the second phase of their cross-industry smart home project, HAUS UPDATA. This ambitious undertaking is designed to leverage daily living behavior data to improve the quality of life for consumers. Building upon the success of the first phase, which ran from May to October 2024, the new trial aims to include a significantly larger number of participating households and introduce AI-driven support features.

The HAUS UPDATA project is committed to transparency in data collection methods and purposes. It ensures that consumers fully understand part of the data utilization through comprehensive consent processes. By securely integrating various types of data from participating companies, the initiative seeks to comprehensively capture consumer behaviors and preferences within their homes. This approach not only enhances individual well-being but also equips businesses with vital insights for effective marketing strategies.

In collaboration with housing and appliance manufacturers, as well as service companies specializing in sensing technologies, HAUS UPDATA aims to transform residences into smart homes by installing various IoT sensors and devices. The collected data covers a broad spectrum, including appliance usage, movement patterns, daily consumption of household items, as well as temperature, humidity, and light levels. By centralizing this information on a user-friendly management dashboard, consumers can access personalized recommendations for products that align with their lifestyle habits, leading to enhanced living experiences. They also get to comprehend the value of sharing their own data.

During the first demonstration phase, the project successfully revealed previously elusive patterns in household behaviors and product usage trends. Continuous monitoring of these aspects allowed stakeholders to gain invaluable insights into evolving lifestyles and consumer awareness. Furthermore, the study confirmed that tailored information regarding everyday products positively influenced purchasing decisions, highlighting the effectiveness of personalized marketing communications.

For the second demonstration phase, which is set to run from June to December 2025, several enhancements will be made. Notably, one of the key additions is a new support function powered by generative AI. This feature will assist users in various aspects of their daily lives, such as improving dietary habits, sleep management, temperature and lighting adjustments, and product purchasing recommendations. Users will engage with a customized co-creation AI chatbot, which will provide actionable insights and suggestions based on their individual lifestyles. This sophisticated AI system will integrate diverse data sources, resulting in a seamless and continuous support experience for users.

The expansion of the participant pool to include over 100 households, compared to just 10 in the first phase, will substantially boost the availability of accurate and diverse living behavior data. This growth is expected to lead to enhanced life-support functions and improvements in marketing strategies for the participating companies.

Phase 2 Overview

1. Duration: June to December 2025
2. Participants: More than 100 households that agree to participate in HAUS UPDATA
3. Methodology:
- Installation of IoT sensors and devices, distribution of participating companies' products, and collection of lifestyle data from monitors.
- Data will be analyzed on Dentsu's proprietary secure data platform to understand lifestyle habits and preferences.
- Generative AI will provide product recommendations and lifestyle support tailored to individual preferences.
- Conversations with the AI chatbot will help understand daily product needs and current moods, providing feedback to companies' offered services.
4. Management Bureau: Dentsu Inc., Nittetsu Okayama Real Estate Co., CAPCO AGENCY, Dentsu Macromill Insight
5. Participating Companies and Roles: (Unordered list)

HAUS UPDATA exemplifies Dentsu's next-generation marketing model aimed at driving business growth, aligning with its