Hatena Base and Synergy Marketing Launch 'AiMA': A Next-Generation AI Talent Development Program Focused on Thought Design for Companies Struggling to See Results
Hatena Base Inc. and Synergy Marketing Inc. have jointly developed 'AiMA', a next-generation talent development program fusing AI and marketing thinking, launched on April 20, 2026. This program aims to connect AI implementation directly to practical business outcomes by utilizing AI as an 'engine of thought'.
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- 📰 Published: May 19, 2026 at 20:00
- 🔍 Collected: May 19, 2026 at 11:31
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May 19, 2026
Hatena Base Inc.
Hayato Setoguchi, Representative Director
Hatena Base Inc.
Synergy Marketing Inc.
Hatena Base Inc. (Location: Shinjuku-ku, Tokyo; Representative Director: Hayato Setoguchi; hereinafter "the Company") and Synergy Marketing Inc. (Location: Osaka-shi, Osaka; Representative Director, President & CEO: Hiroshi Okudaira; hereinafter "Synergy Marketing") officially launched "AiMA", a next-generation talent development program that integrates AI with marketing thinking, on April 20, 2026.
This program addresses the challenges becoming apparent in many companies, such as "AI tools have been introduced but are not leading to results" and "simply increasing the number of people who can use AI does not change outcomes." It aims to treat AI not merely as a business efficiency tool, but as an "engine of thought" combined with marketing thinking to connect to practical business outcomes in a short period.
Background: Reasons Why Generative AI Implementation Fails to Yield Results
While the rapid spread of generative AI is driving its adoption in many companies, the following challenges have emerged:
Learning tools and prompts does not lead to business results
The quality of output does not improve as expected
Usage does not take root in the field, becoming a mere formality
In response to this situation, both companies recognize that the fundamental factor determining success is not "how to use AI," but the marketing thought design of "what to think and how to think about it."
Difference from Typical AI Training: Focusing on Thought Design
While conventional AI training stops at "how to use tools," AiMA is characterized by stepping into "thought design" and providing a framework to improve the quality and reproducibility of output in practical work.
Strengthening Generative AI Utilization Ability
Acquire the ability to structure thoughts rapidly and generate outputs in a short time.
Systematizing Marketing Thinking
Build a thought framework that allows for judgment centered on "to whom, what, and why."
Iterative Design Directly Connected to Practical Work
Strengthen output capabilities that lead to results by repeating generation by AI and evaluation/improvement through thinking.
Implementation Effects (Early Adoption Cases)
Companies that adopted the program early have reported the following results:
"The time required to create a proposal was reduced from about 3 hours to 1 hour."
"The quality of output, which hadn't changed even with the use of AI, improved for the first time."
"The approach to planning itself shifted from product-out to a customer-centric perspective."
It is highly rated for the fact that a change in thinking itself leads to results, going beyond mere efficiency improvements.
Program Overview
A 3-step design to reach practical application in a minimum of 2 weeks:
Foundation Building: Systematically acquire basic understanding of AI/DX and the fundamental use of generative AI.
Thinking Ability Enhancement: Build a thought framework based on marketing thinking (customer perspective and value design).
Practice & Adjustment: Apply AI and marketing thinking to practical issues to improve output quality.
Learning Content
e-Learning + In-Person Training: For those who want to learn while having a practical image in a team.
e-Learning
12 hours of in-person training
Includes practical workshops
Feedback from dedicated consultants
e-Learning Only Plan: For those who want to learn easily from the basics at their own pace.
AI/DX Basics (6 sections in total)
Marketing Thinking Basics (3 sections in total)
Over 75 rich video contents
Provision of a course management system
Service Overview
Service Name: Next-Generation Business Talent Development Program "AiMA"
Launch Date: April 20, 2026
Format: e-Learning + In-Person Training *Consultations for standalone options are also available
Price: 220,000 yen per person (tax included) *Applications accepted for 10 or more people
Subsidy Compatibility: Up to 75% subsidy available *Conditions for receiving the subsidy must be met
Service URL: https://dx.synergy-marketing.co.jp/aima/
Related Event Information
[1] AiMA Co-Sponsored Webinar
We will hold a co-sponsored webinar to introduce this program, "AiMA".
Title: Learning from the Latest Trends and Success Stories of AI, The Essence of AI Utilization that Moves the Company
~What is the Case Study that Evolved Superficial AI Utilization and Yielded 6 Times the Results?~
Date & Time: June 12, 2026 (Friday) 11:00 AM - 12:00 PM
Format: Online
Speakers: Erika Suzuki (Deputy General Manager, DX Business Department, Synergy Marketing Inc.)
Fumina Kawashima (AI Consultant / Business Improvement Expert, Hatena Base Inc.)
Target Audience: Those facing challenges with their company's AI utilization / Those who want to know AI trends and how to master it
Participation Fee: Free
Details & Registration: https://dx.synergy-marketing.co.jp/lp/dx/joint
FAQ
What is the key feature of AiMA?
It focuses on 'thought design' using marketing thinking, rather than just tool usage, to improve the quality of practical output.
What are the learning formats for AiMA?
Plans combining e-learning with 12 hours of in-person training, as well as e-learning-only plans, are available.
How much does AiMA cost?
It starts from 220,000 yen (tax included) per person, with a minimum of 10 people. Subsidies may apply if conditions are met.