AI Generates Information Only. Discovering Appeal is Human Work.

D.RIDITYO, Representative Director of Tassukeru Inc. (Headquarters: Fukuoka City, Fukuoka Prefecture), which supports branding for startups and venture companies, speaks about the role of humans in the AI era and the essence of branding.

AI is Excellent. Thus, the Scope of Human Work Has Been Narrowed Down

I believe using AI is a matter of course. Marketing strategies, competitor analysis, target definition, copy generation. In such cognitive tasks, we are approaching an era where humans can no longer compete with AI. Even from the perspective of someone whose livelihood is branding, I honestly admit this and believe that we should increasingly delegate tasks that can be delegated. However, there is one thing—one thing I absolutely will not yield.

The act of "drawing out" is still something only humans can do.

I am convinced that AI can never perform the task of touching upon the inner thoughts—'Why did they start this business?', 'What do they believe in?', 'Who are they running for?'—and bringing them out into words. I believe this is an area that humans must never let go of, no matter how much AI evolves.

Why can I say this with such certainty? It comes from my own experience.

The Day a Person Who Lived Purely by Intuition Encountered Logic

I entered the world of advertising sales at the age of 23, and from my first year, I surpassed my seniors' sales figures through telemarketing and cold calling. At that time, without even knowing the term 'logical thinking,' I relentlessly faced people and continued to achieve results purely on instinct.

The turning point came in my 30s. When I first systematically studied strategic planning and marketing, I realized something. The judgments I thought were based on intuition were actually driven by logic—I had always thought of myself as an intuitive person, but that wasn't the case.

Nevertheless, There Are Areas That Should Not Be Left to AI

AI organizes information. It compiles given material accurately, quickly, and neatly. Its capability is genuine.

However, the act of touching upon the inner thoughts—Why did they start this business? What do they believe in? Who are they running for?—and bringing them out into words is something AI cannot yet do.

Branding, in essence, is the act of transforming "what is inside that person/company into external words...