Generative AI x Design Thinking: Towards a Society Where All Companies Are Chosen for Their Value
The Branding Design Association announced its "April Dream" to realize a society where companies are chosen for their value, not price, by combining generative AI and design thinking. This initiative aims to help SMEs articulate their unique value and overcome challenges in communicating it effectively.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 20:00
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 21, 2026 at 18:57 (482h 9m after Collected)
Our association endorses April Dream, which aims to make April 1st a day for communicating dreams. This press release is the dream of the "Branding Design Association."
With the rapid evolution of generative AI, corporate activities are facing a major turning point. While business efficiency is improving, the importance of confronting fundamental questions such as "What is our company's value?" and "Why do we exist?" has become higher than ever.
We, the Branding Design Association (Headquarters: Sakura City, Chiba Prefecture, Representative Director: Toru Nagao), aim to realize "a society where all companies articulate their value and are chosen based on value, not price" by combining "generative AI" and "design thinking."
"Corporate value can always be articulated. With generative AI and design thinking, we move towards a future where value is chosen."
## ■ About Our Association
The Branding Design Association, operating with the mission "Co-design your value," supports corporate value creation and the resolution of social issues through the dissemination of design thinking and design management.
In today's rapidly changing environment, companies are required to "adapt to environmental changes," "establish competitive advantages," and "create new customer value." We leverage the creative power of design to support companies facing these challenges.
We believe that anyone can be a creator of value and provide support to unleash that power.
## ■ Our Dream
To create "a society where all companies can articulate their own value."
To increase the number of companies chosen for their "value" rather than price.
This is the future we sincerely wish to realize.
## ■ Why We Advocate This Dream
In Japan, there are many companies with excellent technologies, products, and services that fail to adequately convey their value. Especially among small and medium-sized enterprises, challenges such as "making good products but not being chosen" and "being unable to escape price competition" have become chronic.
Behind this lies a common challenge: a lack of "the ability to articulate value."
Even though value exists, it is not organized into words, so the inherent value does not reach consumers, resulting in comparisons based on price.
――We want to change this reality.
The environment surrounding companies is currently undergoing significant changes.
While the evolution of generative AI has made "expression" easier, the era has arrived where the ability to discern the essence of value, or "what should be conveyed," is being questioned more than ever.
## ■ Fundamental Challenges in the Generative AI Era
Generative AI is an innovative technology that dramatically improves the efficiency of text generation and information organization. However, without the question of "what should be conveyed," the output remains superficial and uniform.
In other words, the more AI evolves, the more important it becomes "what humans think."
## ■ Our Approach: Generative AI x Design Thinking
We believe that what is needed in this era is the fusion of "generative AI" and "design thinking."
Design thinking involves identifying problems from the user's perspective, repeatedly examining hypotheses and measures, and verifying their effectiveness.
With the rapid evolution of generative AI, corporate activities are facing a major turning point. While business efficiency is improving, the importance of confronting fundamental questions such as "What is our company's value?" and "Why do we exist?" has become higher than ever.
We, the Branding Design Association (Headquarters: Sakura City, Chiba Prefecture, Representative Director: Toru Nagao), aim to realize "a society where all companies articulate their value and are chosen based on value, not price" by combining "generative AI" and "design thinking."
"Corporate value can always be articulated. With generative AI and design thinking, we move towards a future where value is chosen."
## ■ About Our Association
The Branding Design Association, operating with the mission "Co-design your value," supports corporate value creation and the resolution of social issues through the dissemination of design thinking and design management.
In today's rapidly changing environment, companies are required to "adapt to environmental changes," "establish competitive advantages," and "create new customer value." We leverage the creative power of design to support companies facing these challenges.
We believe that anyone can be a creator of value and provide support to unleash that power.
## ■ Our Dream
To create "a society where all companies can articulate their own value."
To increase the number of companies chosen for their "value" rather than price.
This is the future we sincerely wish to realize.
## ■ Why We Advocate This Dream
In Japan, there are many companies with excellent technologies, products, and services that fail to adequately convey their value. Especially among small and medium-sized enterprises, challenges such as "making good products but not being chosen" and "being unable to escape price competition" have become chronic.
Behind this lies a common challenge: a lack of "the ability to articulate value."
Even though value exists, it is not organized into words, so the inherent value does not reach consumers, resulting in comparisons based on price.
――We want to change this reality.
The environment surrounding companies is currently undergoing significant changes.
While the evolution of generative AI has made "expression" easier, the era has arrived where the ability to discern the essence of value, or "what should be conveyed," is being questioned more than ever.
## ■ Fundamental Challenges in the Generative AI Era
Generative AI is an innovative technology that dramatically improves the efficiency of text generation and information organization. However, without the question of "what should be conveyed," the output remains superficial and uniform.
In other words, the more AI evolves, the more important it becomes "what humans think."
## ■ Our Approach: Generative AI x Design Thinking
We believe that what is needed in this era is the fusion of "generative AI" and "design thinking."
Design thinking involves identifying problems from the user's perspective, repeatedly examining hypotheses and measures, and verifying their effectiveness.