Towards a New Era of 'Choosing Windows by Emotion': LIXIL and Geo Creates Launch Project for New Service Visualizing 'Invisible Comfort Value' of Insulation Window Renovation

Geo Creates Inc. (hereinafter, Geo Creates), in collaboration with LIXIL Corporation (hereinafter, LIXIL), has launched a new service project to visualize the psychological effects of insulation window renovation. This project is part of the FY2025 "Accelerator Program for Creating New Services for Insulation Renovation" organized by the Tokyo Metropolitan Government's Bureau of Environment. This service allows users to photograph a room before renovation with a smartphone, and AI predicts emotional changes such as relaxation and concentration after renovation, thereby visualizing the invisible comfort value of insulation window renovation, which is difficult to convey with numerical data. This proposes a new experience of "choosing windows by emotion" according to one's ideal way of living. We will accelerate development towards launching the service within one year, utilizing emotion estimation AI technology (patent pending) based on brainwave and gaze data. Background of the Accelerator Program The accelerator program supports the creation of new services for insulation renovation, aiming to achieve "Zero Emission Tokyo" promoted by the Tokyo Metropolitan Government (WEB). As a selected company for this program, LIXIL has collaborated with Geo Creates, combining LIXIL's expertise in insulation renovation with Geo Creates' cutting-edge startup technology, to create innovative services that go beyond existing frameworks. LIXIL's Purpose in Deploying This Service LIXIL recognizes that approximately 80% of existing homes in Japan do not meet current energy-saving standards for insulation performance*1 as a societal issue and is promoting the widespread adoption of insulation renovation. However, LIXIL believes that a factor hindering the spread of insulation renovation is that effects such as comfort are difficult to perceive, making it hard for consumers to understand the necessity of renovation. Through this service, by visualizing and presenting emotions such as relaxation and concentration as new indicators for window selection, LIXIL aims to create an environment where consumers can proactively consider renovation, starting from the question of "how do I want to spend time in this room?" Service Overview: "Emotion Visualization" Based on Scientific Evidence By simply photographing an existing room with a smartphone, AI not only generates an image of the renovated room but also an AI analysis model predicts post-insulation window renovation relaxation and concentration levels, visualizing changes with a radar chart. By simulating and comparing emotional changes before and after renovation, we establish a convincing proposal method that resonates with each individual's sensibility, conveying "how much more comfortable daily life will be with this window." This analysis does not measure the brainwaves of service users; instead, it utilizes experimental data from LIXIL's experiential facility "Sumai Studio," where brainwaves were measured in response to actual changes in insulation performance. Future Outlook Based on the results of the accelerator program, we will continue system development and verification, aiming for a service launch within one year as a proposal tool for LIXIL. We plan to utilize this tool in sales environments for window renovation, allowing customers to intuitively imagine the comfort after window renovation. ■ Details of the New Service By simply photographing an existing room with a smartphone, AI instantly generates an image of the room after renovation with the latest windows. Beyond just changing the appearance, AI analysis based on brainwave measurement data predicts psychological changes (such as relaxation and concentration) after renovation. Along with improved insulation performance, a radar chart clearly compares "how much more comfortable daily life will be with this window." This new proposal method visualizes the appeal of windows, which cannot be fully conveyed by numbers or specifications alone, in a way that resonates with each individual's sensibility*. *This service does not measure the brainwaves of service users. ■ Brainwave Measurement Experiment for New Service Development For the development of this service, brainwaves and heart rates of subjects (4 LIXIL employees in their 30s to 50s) were measured while they stayed for a certain period in two spaces at LIXIL's Sumai Studio: an "old house" based on 1980 standards (insulation class 2) and a "future house" at HEAT20 G2 level (insulation class 6). Using a high-precision electroencephalograph, changes in spatial perception due to distance from the window and emotional transitions over time were analyzed in detail. The results showed that in the warmer "future house," alpha waves indicating relaxation and beta waves indicating concentration increased compared to the colder room. In particular, a tendency for relaxation to increase with longer stays was observed, confirming that insulation renovation in rooms where people spend long hours, such as living rooms and bedrooms, significantly contributes to improving mental well-being. By training AI with this "correlation data between room temperature changes and psychological responses" obtained from the experiment, a unique algorithm (patent pending) was established to predict emotional changes after renovation solely through image analysis. Further subject experiments will be added in the future.