Dentsu Digital Establishes 'Performance AI Creative Pod.' to Fully Support AI-Powered Creative Production

Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Tsugimoto Tadashi; hereinafter 'Dentsu Digital') has established a new internal organization, 'Performance AI Creative Pod.,' to comprehensively advance high-level AI creative production in response to increasing demand for AI-powered creative services.

This organization further enhances and concretizes the 'Performance' domain of 'AI For Growth Creative Lines'※1—an innovative creative service launched by dentsu Japan, the domestic dentsu Group, which offers three distinct service lines focused on outcome-driven, high-speed PDCA cycles.

With the rapid proliferation of generative AI and the increasing trend of in-house advertising production by companies, the environment for advertising creative development is undergoing a major transformation.

However, merely leveraging AI to reduce production costs or improve efficiency often results in workflows still dependent on individual expertise and intuition. This approach fails to fully utilize corporate data assets, solutions, and past insights, making it difficult to achieve sustainable performance improvements. Additionally, decision-making during the creative process can become opaque, leading to challenges in ensuring reproducibility.

In response to these challenges, Dentsu Digital has established the cross-functional internal organization 'Performance AI Creative Pod.,' integrating specialized capabilities across information design, strategy formulation, data analytics, creative production, performance forecasting, and risk management for AI-powered advertising. The organization leverages dentsu Japan’s proprietary data assets, AI solutions, and extensive advertising production expertise to provide end-to-end support from strategy development to performance prediction and governance.

Key Features of 'Performance AI Creative Pod.'

1. Integrated Project Management Across Strategy, Forecasting, Production, and Optimization

The organization consolidates multiple specialized functions required for AI creative utilization and builds project teams tailored to each client’s needs. By minimizing silos between strategy and production, analysis and output, and planning and review, it ensures consistent and client-focused execution.

2. Data-Driven Creative Development

Rather than applying AI only in the production phase, the organization embeds AI across the entire process—including target audience analysis, appeal strategy design, planning, performance forecasting, and post-campaign optimization insights. Leveraging dentsu Japan’s proprietary data assets and AI solutions, it delivers a data-driven creative development workflow that does not rely on individual experience.

3. Governance-Integrated Project Framework

The organization embeds essential considerations—such as rights, ethics, expression, and brand safety—into its project framework, which are critical in generative AI-powered creative production. Specifically, it ensures a balance between speed and safety through the development of checklists, knowledge accumulation and sharing, and collaboration with specialized bodies such as the dentsu Japan AI Governance Committee.

With the establishment of this organization, Dentsu Digital begins offering the following five generative AI creative packages today. Early implementations using these packages have already demonstrated improved brand lift cost efficiency and higher conversion rates, establishing a highly reproducible creative production workflow powered by data and AI integration.

① Performance AI Video
A video production program that combines multiple generative AI tools, including 'People Model'※2, to seamlessly connect target analysis, production, and performance forecasting.

② Performance AI Banner
An extension of the 'Performance AI Video' functionality into static image production. Enables rapid generation of numerous design variations, accelerating the PDCA cycle for banner ads.

③ Tribe Driven AI Video
A program that leverages data on user 'tribes'—groups segmented by shared interests and lifestyles on social media—to conduct target definition and creative development.

④ Multi-Message AI Video
A video production package that uses generative AI to test multiple messaging patterns from a single creative concept.

⑤ AI Creative Direction Video
Combines human creativity with AI’s ideation capabilities to develop unique expressions only possible with AI, delivering memorable creatives at reduced cost.

Moving forward, Dentsu Digital will continue to contribute to clients’ business growth through support initiatives such as the 'Performance AI Creative Pod.' and other AI utilization projects.

The domestic dentsu Group is advancing its proprietary AI strategy, 'AI For Growth,' which combines 'human intelligence' and 'AI intelligence' to contribute to the growth of customers and society.

For more information on 'AI For Growth,' please visit:

https://www.dentsu.co.jp/labo/ai_for_growth/

※ 'Performance AI Creative Pod.™' is pending trademark registration.

※1 dentsu Japan launches 'AI For Growth Creative Lines,' a new creative service for the AI era (announced April 17, 2026) https://www.dentsudigital.co.jp/news/release/services/2026-0417-000315

※2 'People Model' is a proprietary AI model developed by the dentsu Group that structurally captures human behavior, values, and consciousness based on large-scale survey data and expert insights.