QO Launches 'AI Insight Institute (AIII)', a Research Body Connecting Consumer Understanding to AI 'Implementation'

## Launch of Research Body 'AIII'

QO Inc. (CEO: Yu Tsune-to; Headquarters: Chuo-ku, Tokyo), a research and planning company, has launched the 'AI Insight Institute (AIII)' to integrate AI technology into practical marketing research and planning work.

AIII is a practice-oriented research body that supports the sophistication of marketing decision-making by combining QO's expertise and data assets with AI technology to expand consumer understanding.

## Background and Challenges

In current marketing operations, the 'disconnect between data and policy' remains unresolved. QO treats AI not just as an efficiency tool, but as a means to enhance decision-making itself, aiming to build a new framework that solves clients' marketing research challenges.

## Core Activities

AIII will promote projects in three key areas:

1. Research and Development
- Consumer Research in the AI Era: Observing, accumulating, and interpreting changes in consumers evolving with AI.

2. Solution Deployment
- Development of Consumer AI Personas: Integrating quantitative and qualitative insights to develop 'interactive consumer images' for target insights and hypothesis construction.
- Agentic Research Provision: Building autonomous support agents that assist in marketing research tasks.

3. Sophistication of Existing Services
- Promotion of AI-Augmented Research: Expanding research operational capacity to realize fast and high-quality insight extraction.
- Development of Research & Planning RAG: Systematizing and reconstructing internal know-how to enhance customer support.

## Future Plans

AIII will ramp up seminars, media output, solution deployment, and collaboration with partners. Tsuyoshi Otsuka, an AIII Fellow, is scheduled to speak at 'MarkeZine Day' on May 21, 2026.