Street Launches 'AI Creative Team' to Solve High Costs and Prolonged Production Times in TV Shopping Commercials
Street Inc. launched the 'AI Creative Team', a generative AI-specialized unit to produce TV commercials. In a project for Nojima, they reduced costs by 90% and time by 50% while creating three targeted variations.
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- 📰 Published: April 23, 2026 at 19:58
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 23, 2026 at 12:46 (1h 15m after Collected)
Street Inc. (Headquarters: Minato-ku, Tokyo; CEO: Haruhiko Kuwahata; hereinafter "Street"), which provides comprehensive direct marketing support from digital ad management to TV shopping planning/production, media buying, and call center operations, has launched the "AI Creative Team." This specialized generative AI organization realizes TV shopping commercial (infomercial) production with "high speed, high quality, and high precision" using generative AI technology.
Coinciding with the full-scale launch of the "AI Creative Team," the team produced TV shopping commercials for Nojima Inc. (Headquarters: Minato-ku, Tokyo; Director and President/CEO: Hiroshi Nojima; hereinafter "Nojima") using generative AI. They reduced production costs by 90% and shortened the production period to one-half. In addition, by simultaneously producing three material patterns optimized for different targets, they constructed an operational framework to compare, analyze, and improve the response of each material in real-time even after broadcasting.
■ Background of the New Organization
In the recent direct marketing environment, increasing production costs and prolonged verification cycles have become major barriers in deploying TV shopping commercials. Unless the "high-speed PDCA cycle" that is mainstream in digital advertising is realized in the TV shopping commercial domain, maximizing Return on Ad Spend (ROAS) is difficult. To achieve results, TV shopping commercials also require a "performance-based creative" approach, where multiple creatives are rapidly tested and optimized based on post-broadcast data.
Therefore, Street built its proprietary AI workflow and launched the "AI Creative Team," a generative AI specialized organization that manages everything from planning to verification end-to-end. By enabling the simultaneous production of multiple patterns at low cost, this organization supports the implementation of "long-form performance-based commercials (acquisition-type commercials)" in the TV shopping commercial domain.
The "AI Creative Team" operates as a specialized unit directly under the CEO, establishing a structure capable of rapid decision-making and execution to respond with speed to client issues in the fast-changing generative AI sector.
■ Three Functions Aimed for by the "AI Creative Team"
The "AI Creative Team" goes beyond mere tool utilization to build a unique "AI workflow" that connects all processes of planning, production, broadcasting, and verification with data. This enables continuous data-driven PDCA cycles and maximizes the ROI of direct marketing.
1. AI-Powered Planning
Based on AI analysis, effective multiple structural plans are created in a short time. Generative AI-specialized creators and video editing directors collaborate to select the optimal video generation methods and tools for expression.
2. AI Video Production
Generative AI-specialized creators produce natural videos that eliminate the unnaturalness specific to AI. By cutting location costs and allocating those savings to the production of multiple patterns, they achieve "high quality x low cost x short delivery time," which was difficult to balance in traditional TV shopping commercials.
3. Clearing Broadcasting Standards and Verifying Effects
Video editing directors perform editing and quality control to clear TV stations' broadcasting standards (examinations). They consider the examination risks unique to AI-generated materials to ensure reliable on-air broadcasting. After broadcasting, response data is collected and analyzed, and the results are fed back into the AI planning process [1] to strive for continuous improvement and enhanced effectiveness.
■ [Case Study] Nojima Inc. TV Shopping Commercial Production
Along with the full-scale launch of the "AI Creative Team," three 60-second TV shopping commercials for Nojima (Smartphone Purchase 'Mottainai (What a Waste) Edition', '3 Promises Edition', 'Store Visit Appeal Edition') were produced simultaneously and broadcast on TV Kanagawa from March 9 (Mon) to March 31 (Tue).
In this production, three creative patterns were produced and operated while significantly suppressing production costs and the production period.
Video Viewing URLs:
Nojima Inc. "Smartphone Purchase" 60-second Shopping CM [Store Visit Appeal Edition]
Nojima Inc. "Smartphone Purchase" 60-second Shopping CM [Mottainai Edition]
Nojima Inc. "Smartphone Purchase" 60-second Shopping CM [3 Promises Edition]
1. AI-Powered Planning: Simultaneous deployment of 3 patterns optimized by target
Through market analysis using generative AI, multiple targeting appeal axes were formulated in a short period.
High-precision target identification:
Using AI to analyze the smartphone purchase market, targets were identified into three layers: "already replaced," "comparing options," and "considering replacement." Optimal appeal axes were formulated based on their respective psychological barriers and needs.
Speeding up from planning to storyboards:
Analysis results were immediately reflected in creative planning, dropping them into three storyboard patterns in a short period. Strategy formulation by AI...
Coinciding with the full-scale launch of the "AI Creative Team," the team produced TV shopping commercials for Nojima Inc. (Headquarters: Minato-ku, Tokyo; Director and President/CEO: Hiroshi Nojima; hereinafter "Nojima") using generative AI. They reduced production costs by 90% and shortened the production period to one-half. In addition, by simultaneously producing three material patterns optimized for different targets, they constructed an operational framework to compare, analyze, and improve the response of each material in real-time even after broadcasting.
■ Background of the New Organization
In the recent direct marketing environment, increasing production costs and prolonged verification cycles have become major barriers in deploying TV shopping commercials. Unless the "high-speed PDCA cycle" that is mainstream in digital advertising is realized in the TV shopping commercial domain, maximizing Return on Ad Spend (ROAS) is difficult. To achieve results, TV shopping commercials also require a "performance-based creative" approach, where multiple creatives are rapidly tested and optimized based on post-broadcast data.
Therefore, Street built its proprietary AI workflow and launched the "AI Creative Team," a generative AI specialized organization that manages everything from planning to verification end-to-end. By enabling the simultaneous production of multiple patterns at low cost, this organization supports the implementation of "long-form performance-based commercials (acquisition-type commercials)" in the TV shopping commercial domain.
The "AI Creative Team" operates as a specialized unit directly under the CEO, establishing a structure capable of rapid decision-making and execution to respond with speed to client issues in the fast-changing generative AI sector.
■ Three Functions Aimed for by the "AI Creative Team"
The "AI Creative Team" goes beyond mere tool utilization to build a unique "AI workflow" that connects all processes of planning, production, broadcasting, and verification with data. This enables continuous data-driven PDCA cycles and maximizes the ROI of direct marketing.
1. AI-Powered Planning
Based on AI analysis, effective multiple structural plans are created in a short time. Generative AI-specialized creators and video editing directors collaborate to select the optimal video generation methods and tools for expression.
2. AI Video Production
Generative AI-specialized creators produce natural videos that eliminate the unnaturalness specific to AI. By cutting location costs and allocating those savings to the production of multiple patterns, they achieve "high quality x low cost x short delivery time," which was difficult to balance in traditional TV shopping commercials.
3. Clearing Broadcasting Standards and Verifying Effects
Video editing directors perform editing and quality control to clear TV stations' broadcasting standards (examinations). They consider the examination risks unique to AI-generated materials to ensure reliable on-air broadcasting. After broadcasting, response data is collected and analyzed, and the results are fed back into the AI planning process [1] to strive for continuous improvement and enhanced effectiveness.
■ [Case Study] Nojima Inc. TV Shopping Commercial Production
Along with the full-scale launch of the "AI Creative Team," three 60-second TV shopping commercials for Nojima (Smartphone Purchase 'Mottainai (What a Waste) Edition', '3 Promises Edition', 'Store Visit Appeal Edition') were produced simultaneously and broadcast on TV Kanagawa from March 9 (Mon) to March 31 (Tue).
In this production, three creative patterns were produced and operated while significantly suppressing production costs and the production period.
Video Viewing URLs:
Nojima Inc. "Smartphone Purchase" 60-second Shopping CM [Store Visit Appeal Edition]
Nojima Inc. "Smartphone Purchase" 60-second Shopping CM [Mottainai Edition]
Nojima Inc. "Smartphone Purchase" 60-second Shopping CM [3 Promises Edition]
1. AI-Powered Planning: Simultaneous deployment of 3 patterns optimized by target
Through market analysis using generative AI, multiple targeting appeal axes were formulated in a short period.
High-precision target identification:
Using AI to analyze the smartphone purchase market, targets were identified into three layers: "already replaced," "comparing options," and "considering replacement." Optimal appeal axes were formulated based on their respective psychological barriers and needs.
Speeding up from planning to storyboards:
Analysis results were immediately reflected in creative planning, dropping them into three storyboard patterns in a short period. Strategy formulation by AI...