Hakuhodo Launches AI Platform for Global Virtual Consumer Personas

Hakuhodo has launched its 'Virtual Sei-katsu-sha' (Virtual Living Person) platform globally, leveraging generative AI to create virtual consumer personas that reflect real needs, emotions, and behaviors across markets. This move aims to provide brands with faster and more insight-driven ways to understand consumer behavior, marking a significant step in the integration of AI in marketing strategy.

The Rise of AI in Consumer Insights

The platform combines Hakuhodo’s proprietary sei-katsu-sha research, client data, and marketing expertise with generative AI to simulate realistic consumer interactions. By recreating real sei-katsu-sha as virtual personas, the platform aims to deepen the understanding of consumer behavior and unlock new possibilities for innovation and brand connections. This approach goes beyond traditional user interviews, which are often limited by time, location, and cost.

Shohei Kurita, chief developer of 'Virtual Sei-katsu-sha' and executive manager of Hakuhodo’s CX Creative Division, emphasized the platform’s potential: “By harnessing generative AI to ‘recreate’ real sei-katsu-sha in ‘Virtual Sei-katsu-sha,’ our goal is not only to deepen and broaden understanding of sei-katsu-sha but also to unlock new possibilities of imagination that drive innovation and meaningful connections between sei-katsu-sha and brands.”

Global Reach and Applications

The platform now covers 20 countries and supports over 30 languages, enabling brands to interact with a wide range of virtual personas tailored to different sei-katsu-sha types across regions. This global rollout allows for more agile decision-making and the development of stronger brand experiences worldwide. In Japan, the platform has already been used by several clients to test pre-market campaign strategies and refine creative concepts.

Yusuke Miyabe, managing director of H+ Thailand and deputy general manager of Hakuhodo’s Asia DX strategy division, highlighted the broader vision: “We regard AI not simply as a tool for efficiency, but as a partner in imagination. By evolving our sei-katsu-sha insight philosophy through AI, we aim to address both business challenges and the hidden issues of society, creating meaningful change for sei-katsu-sha and communities alike.”

The platform’s applications extend across marketing strategy, product development, organizational design, and ideation, with an interface that supports message-based interactions and simulated discussions between multiple personas. This versatility positions the platform as a valuable tool for brands seeking to enhance their understanding of consumer behavior on a global scale.

Hakuhodo’s initiative reflects a growing trend in the marketing industry, where agencies are exploring more human-led applications of generative AI. This shift toward AI-driven consumer insights underscores the potential for technology to transform how brands connect with their audiences, paving the way for more personalized and impactful marketing strategies.