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.