Integrating AI Agents to ∞AI (Mugen AI): Dentsu Digital’s Vision forNext-Generation Marketing

—How is an AI agent different from generative AI?

Yamamoto: Generally, generative AI and LLMs (large language models) provide a single response to each individual input.

In contrast, a key feature of an AI agent is its ability to integrate multiple processes behind the scenes, enabling them to deliver answers that would normally require several back-and-forth interactions, all within a single exchange.

When you input a question to an AI agent, it first identifies the necessary marketing processes and conducts browser searches to gather information. Next, it inputs and interprets that information itself, and if more details are needed, it performs additional searches as necessary.

After repeating this process as needed, the AI agent summarizes the information it has acquired and presents it as a final answer. As a result, users can receive a conclusive response with just a single question.

—Could you tell us about the details of this latest update?

Yamamoto: There are three significant updates of ∞AI.

The first update is that AI agents have been integrated into each ∞AI solution.

Currently, ∞AI offers three main solutions—∞AI Ads, ∞AI Chat, and ∞AI Contents—along with the ∞AI Marketing Hub as an integrated platform. With this update, AI agents have been implemented into all solutions, enabling conversational, advanced analysis, planning proposals, and optimization.

The second update is that four new solutions have been added to the ∞AI Marketing Hub. These can be used for organizing data for AI agent interaction or to apply those conversational insights directly to marketing initiatives.

• ∞AI Customer Data Hub: Automatically structures a wide range of data
• ∞AI Customer Twin: Generates virtual customer AIs
• ∞AI MC Planning: Supports operations in the MC (marketing communication) domain
• ∞AI CX Planning: Provides ideas for improving customer experience (CX)

By combining these with the existing ∞AI solutions, even more advanced marketing support becomes possible.

The third update is an update to ∞AI Ads.  Users can now manage campaigns through conversation, with significantly improved accuracy and speed.

—By introducing AI agents into each function of ∞AI, what new possibilities become available?

Yamamoto: The greatest advantage is that a wide range of operations can now be performed through conversational interactions. We designed the system to handle and support even vague instructions.

For example, with ∞AI CX Planning, you can start by creating a customer journey map and then simply ask, “I want to generate new product ideas based on this, but how should I proceed?” The AI will respond with suggestions such as, “Here are some potential ideas. For example, you could do this; and it’s also possible to adjust this aspect- how would you like to proceed?” The AI can even carry out the necessary actions as needed.

Similarly, the other solutions can also be operated intuitively through conversation.

—Many companies are expected to enter the digital marketing AI agent market in the future. In this context, what unique strengths and characteristics does Dentsu Digital offer?

Yamamoto: First, I’d highlight the fact that we incorporate the knowledge and thought processes of Dentsu Digital members into our AI.

For example, when we developed “AICO2,” an AI-driven ad copy generator trained on the thought processes of Dentsu’s copywriters, we gained several valuable insights. Typically, evaluations of ad copy—such as "this copy worked well" or "this one did not"—tend to rely only on indicators like impression counts. However, we found that dramatic improvements in AI accuracy could be achieved by having marketers and creators organize their own interpretations of why those results occurred and then setting up specific rules (flags) for the AI to follow. We have taken the same approach in developing our digital marketing AI agents, and I believe this is a unique strength of Dentsu Digital.

However, no matter how much expertise you have, it can’t be leveraged without the right data. In this regard, Dentsu Digital’s vast data assets are also a major strength.

Specifically, we have accumulated a huge volume of past proposal documents, which are first anonymized to protect client information  and then used. In addition to digital ad delivery data, we also have data from AI chat interactions, contact centers, and original Dentsu Digital research- spanning a variety of areas. By structurally organizing this data and embedding those insights into ∞AI Marketing Hub, we can deliver more advanced marketing support. As these AI agents are built on Dentsu Digital’s exclusive data assets, combined with our expertise, we are able to provide unique value.

— What future do you envision through the use of digital marketing AI agents?

Yamamoto: Until now, we have primarily developed expertise within the framework of a comprehensive digital firm in Japan, and we have had limited ability to share and utilize that knowledge across industries and countries. However, by leveraging AI agents, we believe that previously fragmented knowledge can be integrated and utilized more broadly.
Moreover, AI agents do not simply serve as replacements for tasks; they learn and become increasingly intelligent with each use. If we can not only utilize these AI agents ourselves but also offer them to other businesses, we will be able to contribute significantly to the advancement of more enterprises.
For example, by integrating AI agents into companies, we anticipate that they will soon play a key role in driving in-house marketing efforts. Looking further ahead, we may see an era where multiple AI agents collaborate with experts to launch new initiatives one after another. Ultimately, we envision a future where many businesses possess specialized AI agents in their respective fields, potentially leading to the formation of a new societal system through their collaboration.

—Could you tell us about the future development plans for the digital marketing AI agents integrated into ∞AI?

Yamamoto: Going forward, we plan to expand the application areas of AI agents by collaborating with the domestic Dentsu Group (dentsu Japan) and Dentsu global.

Currently, our AI agents are mainly focused on digital marketing, but we intend to evolve them for use in broader fields such as business creation, HR, and internal marketing. For example, by advancing ∞AI CX Planning, it could be applied to fundamental business development as well.

Looking further ahead, we are exploring the development of an “AI Agent for CEOs” to support executive decision-making. While there are already AIs supporting individual operations, an integrated AI that assists with the management of the entire company has not yet been realized. We want to take on this challenge and help shape an era where management itself is supported by AI.

With regards to marketing AI agents, we have already achieved about 95% of the envisioned functionality. From here, our focus will shift to improving quality and expanding features. However, creating new business models will require AI that can enable even more advanced decision-making.

Just as social media is built on the foundation of internet technology, marketing AI agents are an extension of existing marketing technologies. Moving forward, we aim to further enhance the accuracy of our AI agents and ultimately evolve them into AI that can be utilized at the management level.

Business creation and management, especially in areas with limited data, are difficult to predict. However, Dentsu Digital’s strength lies in its multitude of consumer touchpoints and its deep accumulation of insights. By leveraging this expertise, we hope to provide high-quality support through our AI agents.

—Please share a message for client representatives interested in introducing digital marketing AI agents.

Yamamoto: Going forward, Dentsu Digital and the entire Dentsu Group will further accelerate the implementation of AI agents in digital marketing. We believe this will not only increase operational efficiency and reduce costs, but also enable us to provide high value-added marketing support by leveraging our wealth of expertise.

By utilizing AI agents, companies will be able to execute more precise marketing initiatives and create valuable experiences for consumers. As a result, we are confident this will generate a virtuous cycle that leads to increased sales and brand growth. In addition, we will provide in-house support that leverages our expertise, combining it with your company’s data to help build marketing AI agents optimized for each client’s needs.

Major Update of '∞AI': Launch of AI Agent Operations in Digital Marketing