Establishment of New Company "Aoyama Creative Research Institute"

― Towards a New Domain of Designing "Moments When People Act" through Cognitive Science x Art ―
Aoyama Planning Arts Group has established a new company, "Aoyama Creative Research Institute," which provides creative services integrating "Art x Cognitive Science" in the advanced CM, SNS, and digital fields.

■ People Don't Act After Understanding
People don't act after understanding.
They make decisions the moment they feel something.
When viewed from this premise, traditional advertising and marketing require significant re-evaluation.
Previous models:
Cognition → Understanding → Comparison → Consideration → Purchase
However, the reality is:
Contact → Emotional Peak → Instant Decision or Departure
In other words, "comparison and consideration" are not the cause of decision-making, but merely a "justification" that arises after the emotion.

■ Gen Z is Not Special. We Have Just Become Able to See "Human Essence."
In recent years, Gen Z's consumption behavior is said to be "intuitive." However, this institute clearly denies this.
Gen Z is not intuitive; they are a generation with high cognitive ability to instantly grasp the essence.
And this is not a new phenomenon.
- Excellent art
- Copy that moves the heart
- Timeless brands
All of these have been designed with human unconsciousness, i.e., cognitive structure, as a premise.
In other words, Gen Z is not new; rather, "the era where authenticity prevails has returned."

■ Achieving Creatives for Both Gen Z and All Generations
The characteristic of Aoyama Creative Research Institute is that it is not just about Gen Z marketing.
- "Instant recognition design" that resonates with Gen Z.
- "Universal emotional design" that appeals to all generations.
Both are realized simultaneously.
This is because the structure of human decision-making does not change with generations.
Only the "speed" and "resolution" differ.

■ Integration of Cognitive Science x Art x Business
This institute integrates the following three domains:
① Cognitive Design
- Optimization of first impressions
- Elimination of discomfort
- Structuring instant understanding

② Emotional Design
- Empathy
- Admiration
- Self-projection

③ Expressive Design
- White space
- Symbolism
- Aesthetic sense

Through this, we design a "state where one is chosen, rather than selling."

■ New Creatives Integrating CM, SNS, and Recruitment
The areas of provision are not limited to advertising.
- CM (Brand building)
- SNS (Contact and emotional peak design)
- LP/Web (Decision-making pathways)
- Recruitment (Empathy and self-projection)
In other words, marketing and recruiting are integrated.

■ Quantifying "Emotion" Through Collaboration with AI Reborn
Furthermore, this institute collaborates with AI Reborn Co., Ltd. (Aoyama Planning Arts Group) to evolve creativity into "reproducible technology."

■ Decision-Making Engine Structure
① Cognitive Space (Meaning)
② Emotional Space (Peak)
③ Decision-Making Space (Action)
By analyzing and accumulating this data with AI, we visualize:
- Which expressions resonate.
- When emotions are moved.
- Where decisions are made.

■ The Era Where Creativity Becomes "Structured"
Traditionally, creativity was subjective.
However, in the future, it will be an era of datafying emotions and reproducing decisions.
This institute realizes:
- Structuring of creativity
- Accumulation of response data
- Automation of improvements
And provides it as a "decision-making OS for each company."

■ Not Advertising or AI, but Creating "Reasons Why People Act"
Aoyama Creative Research Institute is:
Not an advertising agency,
Not a production company,
Not an AI company.
It is a "research institution that understands human cognition and designs decision-making."

■ Finally
What is needed in the coming era is not advertising or AI.
It is the ability to design "reasons why people act."
And this is a "universal structure" that applies not only to Gen Z but to all generations.