What is Beauty in the AI Era? Hiroki Uchida, Pageant Producer of Over 10 Years, Launches 'Joint Human-AI Beauty Research Project'

In 2026, the beauty pageant industry is about to reach a major turning point.

Hiroki Uchida, who has managed beauty pageants across Japan and driven new value creation in the furisode rental industry, is launching a new project under the theme 'Defining Beauty in the AI Era.'

The first step is the introduction of AI judging at Miss Planet Japan 2026.

However, the essence of this initiative is not merely utilizing AI. There is only one core theme: 'Can AI judge beauty?'

■ Questions Arising from Over 10 Years in the Pageant Industry
Uchida has been involved in beauty pageants across Japan for over ten years, from local and national pageants to international competitions. Observing over 10,000 contestants, a fundamental question arose.

Why are some equally beautiful women recognized globally while others are not? Why do certain individuals command such an overwhelming presence venue-wide? What makes humans perceive someone as 'beautiful'? To find these answers, Uchida decided to partner with AI.

■ A World-First Challenge: AI Participating in Japan's Representative Selection
In the near future, the project aims to delegate a portion of the judging process to AI. The AI will not simply analyze physical appearance. It will evaluate candidates based on multi-dimensional data, including:
- Social contribution activities
- Communication and media influence
- Qualities required in global pageants
- Comparative analysis with past winners
- Global evaluation trends

Meanwhile, human judges will also participate in the final selection. This means two different representatives could emerge: 'The Japan representative selected by AI' and 'The Japan representative selected by humans.' If the results differ, what does that signify? The challenge itself serves as a social experiment.

■ What AI Cannot Perceive
AI can analyze data and learn from past trends. However, can it fully comprehend elements like aura, personality, the background of one's efforts, the atmosphere filling the venue, or the power to move people's hearts?

Uchida states, 'There is no doubt that AI is superior. However, I believe there is a beauty that only humans can perceive. I want to discover that answer.'

This is not a rejection of AI, nor is it a deification of humans. By comparing both, the project seeks to discover beauty for a new era.

■ Becoming an 'Aesthetic Researcher' in the AI Era
Uchida's goals go beyond running pageants. In the future, he plans to launch the 'AI Aesthetics Project' to research topics such as AI and aesthetic values, social media and self-esteem, global standards of beauty, and female empowerment. As AI rapidly integrates into society, fundamental questions like 'What is humanity?' and 'What is beauty?' are more critical than ever.

■ Transforming the Future of Pageants
Historically, beauty pageants were often regarded as competitions focused purely on physical appearance. Today, however, contestants are evaluated on multi-dimensional capacities, such as social contribution, communication, leadership, and global awareness. An era where AI assists in evaluating these aspects is beginning. Beyond that, we may see a future where humans and AI explore beauty together.

■ Hiroki Uchida Profile
Founder of the furisode rental business '#furisode_gram'. With long-term experience in beauty pageant management, he has produced various regional and international contests. Currently, he is researching new pageant judging systems using AI, focusing on the theme 'Defining Beauty in the AI Era.'
'As AI advances, I want to keep questioning the value of human beauty.' This is Hiroki Uchida's new challenge.

■ Company Overview
The Best of Miss Memorial Foundation is an organization that runs 'BEST OF MISS,' one of Japan's largest beauty pageants. Hosting regional competitions across all 47 prefectures, the foundation discovers and nurtures female talent to represent Japan globally. Moving beyond a conventional beauty pageant, the foundation holds the philosophy of 'nurturing women who can contribute to society,' supporting participants engaged in environmental issues, educational support, regional revitalization, and the SDGs. It operates pageants like 'Miss Universe Japan,' 'Miss Planet Japan,' 'Miss University,' and 'Mrs SDGs JAPAN,' building a platform that expands opportunities for women. Recently, the foundation has embraced innovation by utilizing AI technology and social media in event operations, aiming to foster next-generation female leaders and promote Japan's appeal globally.