Mitsubishi Corporation and SAMURAI ARCHITECTS Collaborate on AI-Driven Customer Research for Urban Development

Mitsubishi Corporation (MC) and SAMURAI ARCHITECTS (SA) have embarked on a groundbreaking project in BSD City, Indonesia, leveraging image-generating AI and causal analysis tools, specifically the tool named CALC, as part of a customer research initiative. Kickstarted on August 25, 2025, this project aims to optimize marketing strategies and the design elements of model houses within MC’s multifaceted development project, Hiera, that spans approximately 108 hectares.

Background of the Hiera Project

Hiera represents a significant step towards building Indonesia's first public transport-oriented development in BSD City, located near Jakarta. Combining residential, commercial, educational, healthcare, recreational spaces, and transport nodes within over 100 hectares, Hiera aims to create a smart city that fosters community interaction. Understanding potential customers' decision-making factors and desired lifestyles is central to developing a housing product that aligns with their preferences.

The Customer Experience

The project features a unique customer experience powered by image-generating AI. Participants engage in discussions with staff to visualize their ideal home and interior designs through AI-generated images. This interactive component encourages free expression, allowing participants to explore their preferences and values through both text and visuals.

Additionally, a personalized lifestyle book is crafted for each participant, combining the AI experience with a simple questionnaire. This book encapsulates their ideal living conditions, helping them solidify their preferences while providing valuable insights for designers.

Customer Analytics

The customer analysis method employs survey data, integrating generated image metadata, conversation prompts, and response clustering to classify customer preferences scientifically. The objective is to visualize the causal factors influencing customer interest, whether in style, materials, colors, layout, or cost. This analytical approach facilitates the formation of new hypotheses regarding consumer preferences, contributing to future housing developments.

Koozit Corporation provides essential data analysis support using its causal analysis tool, CALC, developed in collaboration with Sony Computer Science Laboratories and Dentsu. This partnership enables the extraction and visualization of customer preferences, enhancing the decision-making process in urban development.

Anticipated Outcomes

The insights derived from this project will significantly inform the design of model houses by quantifying trends in aesthetic choices, materials, and zoning preferences, consequently shaping specifications for upcoming residential projects. Furthermore, marketing strategies will cater to the identified trends among potential customers, improving outreach effectiveness.

Innovating Beyond Traditional Research

This customer experience goes beyond standard survey techniques by integrating the engaging aspect of an AI-driven experience. It promotes active participation, allowing participants to enjoy a unique investigative journey while providing meaningful data inputs through their interactions with the AI.

The initiative also incentivizes participation by offering tangible results in the form of personalized lifestyle books, thus boosting engagement rates and ensuring valuable feedback for further refinements.

Key Players' Roles

Mitsubishi Corporation plays a pivotal role in driving this project and examining the integration of urban services in BSD City. PT Sinar Mitbana Mas, as the primary developer for Hiera, manages local survey operations while ensuring compliance with data privacy regulations and input distribution. SAMURAI ARCHITECTS spearheads the design, implementation, and analysis of the new survey method using AI and causal analysis tools.

Perspectives from Leaders

Keitaro Takayama, CSO at SAMURAI ARCHITECTS, expressed his gratitude for the opportunity to lead such a significant urban development initiative in Indonesia, emphasizing the collaboration that makes this innovative approach possible. He noted that leveraging AI to visualize latent consumer insights transforms the design process, ultimately allowing for quicker adaptation in model house planning.

Meanwhile, Toshihiro Otsuji, Head of the Asia Urban Development Department at Mitsubishi Corporation, highlighted the initiative’s focus on deeply understanding customer lifestyles and preferences, leading to more effective and valuable developments.

Daisuke Kobayashi, President Director of PT Sinar Mitbana Mas, underlined the importance of using AI to visualize ideal living scenarios for potential customers, asserting that this will significantly guide the future of model house development.

Company Profiles

- SAMURAI ARCHITECTS: This startup is committed to advancing space design through innovative technologies, focusing on creating effective solutions in architecture and construction through AI-powered tools.

- Mitsubishi Corporation: A diverse general trading company, MC collaborates globally across multiple industries, including energy, urban development, and production.

- PT Sinar Mitbana Mas: As a joint venture in urban development, it is dedicated to sustainable and culturally rooted city planning initiatives in Indonesia.

- Koozit Corporation: Founded by professionals from Sony Computer Science Laboratories, Koozit specializes in causal analysis and machine learning solutions, supporting data-driven innovation.

This collaborative effort embodies a new wave in urban development, amalgamating cutting-edge technology with a deep understanding of customer insights to create spaces that resonate with future residents' needs.