#Japan #Tokyo #AI project #Co-Creation Department #THE WHY HOW

Introduction

In an era where businesses increasingly seek innovative solutions to thrive, THE WHY HOW DO COMPANY, also referred to as "Waihau," has embarked on a transformative journey by launching its AI implementation project within the Brand Co-Creation Department. With a mission centered on creating value-driven management, the company aims to fundamentally enhance its collaborative ecosystem by leveraging AI technology.

Brand Co-Creation Department Background

Established on March 4, 2025, the Brand Co-Creation Department has been actively addressing pivotal challenges faced by large enterprises, such as the stagnation in consensus-building and proof-of-concept (PoC) initiatives. This department has successfully created a co-creation ecosystem that integrates media dissemination, talent development, and finance collaboration. The recent decision to gradually adopt AI is fueled by the potential to facilitate value creation both internally and externally, fostering speed and flexibility in operational processes.

Scope of the AI Implementation Project

The AI implementation project is set to explore several critical areas:

1. Internal Digital Transformation (DX): The project will organize textual assets like decision documents, meeting minutes, and research materials owned by various departments, assessing the usefulness of AI for search functions and key point extraction. This initiative is expected to significantly improve the quality and speed of information sharing within the organization.

2. External Co-Creation Support: The existing "CHALLENGER Consulting" program will be gradually integrated with AI, scrutinizing methods of redesigning processes from problem identification to PoC support.

3. Ethics and Governance: A commitment will be made to evaluate the risks associated with AI deployment while establishing operational rules that prioritize transparency and fairness.

Project Leadership

As of May 1, 2025, the project is spearheaded by Masaki Hamasaki, the head of the Brand Co-Creation Department. Alongside him, Yuu Hirama serves as the Chief Technology Officer (CTO), providing technical and legal support. The project also enlists specialists registered under the Value Creation Partnership System to facilitate external collaboration.

Profile of Masaki Hamasaki

Masaki Hamasaki was born in Chiba in 1988 and has extensive practical experience in media and business development. His journey includes roles as an editorial director for an evening newspaper and the establishment of the Japanese branch of a US-based user-generated content platform. Having founded six companies in the media and marketing sectors and holding executive positions in PR firms, publishing houses, and IoT service companies, Hamasaki has supported the launch of over 60 media outlets across various platforms. In August 2020, he joined KODANSHAtech, a digital media R&D company initiated by Kodansha, where he implemented strategies merging technology with media. He has also contributed to the revitalization of a publishing business as CFO and gained experience in consulting for new business ventures.

In October 2024, he endorsed the "Rome Call for AI Ethics" proposed by the Vatican, emphasizing the ethical guidelines necessary for AI implementation. He began collaboration with Waihau in December 2024 and formally joined in January 2025, being appointed head of the Brand Co-Creation Department on March 4, 2025.

Hamasaki's Vision for the Project

Masaki Hamasaki articulates, "The co-creation ecosystem tackles the issues of consensus delays and stagnation in PoC efforts that large enterprises face, offering multifaceted support through media engagement, investor connections, and talent development. Our goal is to explore AI's utility for enhancing information sharing and decision-making speed both inside and outside the organization. While AI holds tremendous potential, meticulous validation is crucial. Collaborating with tech and legal experts, we prioritize transparent practices and aim to generate incremental successes that contribute to value creation."

Company Overview

THE WHY HOW DO COMPANY has been committed to pursuing critical inquiries of "WHY do we exist?" and "HOW should we live?" to support sustainable growth for businesses and create new societal value. Through its subsidiaries, the company offers various services, including a practical approach to business consulting, support for new venture establishment while meeting customer expectations, and managerial guidance to subsidiaries.

• - Location: 22 Aizumicho, Shinjuku, Tokyo
• - Founded: July 2004
• - Listed: October 2006 (Tokyo Stock Exchange Standard: 3823)
• - CEO: Shunpei Iwao
• - Business Focus: Value creation solutions and management guidance to subsidiaries.
• - Corporate Philosophy: "Rebecoming prosperous through the power of value-creating management."
• - Website: www.twhdc.co.jp

Contact Information

For inquiries regarding the AI implementation project, please reach out to:

Masaki Hamasaki
Head of Brand Co-Creation Department
E-mail: [email protected]
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