Antil, with 98% Internal AI Utilization Rate, Launches 'PR-DX Consulting' Service

Antil Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Shigefumi Katsura; hereinafter “the Company”), a subsidiary of Vector Corporation (Headquarters: Minato-ku, Tokyo; President and CEO: Hajime Nishie; TSE Prime: 6058), announces the launch of its 'PR-DX Consulting' service on Wednesday, June 17, 2026. This comprehensive service supports businesses in designing and implementing digitalization and automation of routine public relations tasks, integrating the Company’s practical know-how from achieving a 98% AI utilization rate within its own organization (approx. 150 employees) and its proprietary AI tool 'PRai (Play)'. The goal is to enable PR professionals to focus on strategic planning and media relations—areas that only humans can excel in—by delegating routine tasks to AI.

Building a System to Enhance Productivity with AI and Focus on Human-Exclusive Professional Domains

Currently, the adoption of generative AI in PR departments is accelerating rapidly. According to the second survey conducted by the Japan Public Relations Association's 'Generative AI in PR Research Committee,' the adoption rate of generative AI in PR departments has reached 77.0%, doubling from 37.2% in the previous year’s survey (※1).

However, not all PR tasks can or should be replaced by AI. While routine tasks such as press release creation, distribution list management, and performance evaluation offer significant room for AI-driven efficiency improvements, areas such as building relationships with journalists and stakeholders, strategic planning, and crisis decision-making rely on human experience and networks—core values that will continue to require human expertise.

The key is to clearly differentiate between these two domains, maximize efficiency in tasks that can be delegated to AI, and redirect the time saved toward higher-value human-centric activities. Even in small PR teams or solo PR roles, leveraging AI enables a sharper focus on strategic PR and communications. The Company supports clients in this task segmentation and operational redesign based on its own accumulated practical experience.

＜※1 Source: Japan Public Relations Association 'Generative AI in PR Research Committee,' Second Survey on the Actual Use of Generative AI in PR (conducted October–November 2025)＞

Practical Know-How from Achieving a 98% Internal AI Utilization Rate at a 150-Person PR Firm

Since 2023, the Company has faced challenges in internal DX initiatives, including employee resistance and tool adoption barriers. However, after three years of persistent AI integration efforts, 98% of its approximately 150 employees now use generative AI or the Company’s proprietary AI agents at least once daily. The proprietary AI agent is executed over 1,300 times per month, and although internal data is still being compiled, overtime hours have shown a reduction trend of approximately 25%.

The newly launched 'PR-DX Consulting' integrates the Company’s proven methodologies for overcoming internal AI implementation challenges with its accumulated organizational development expertise from years of PR consulting—such as vision setting, internal communication, and training programs. This comprehensive, hands-on support helps clients transform their PR operations using AI. Ultimately, the Company aims to assist clients in building self-sustaining, autonomous DX systems within their own organizations.

Differentiation from Traditional PR Agencies—Redefining Value Through In-House Innovation

Unlike traditional PR agencies, the Company offers a new form of support powered by AI and digital technologies. Most 'hands-on' tasks—such as press release writing, media clipping collection, and performance reporting—are expected to be automated within the next few years. Anticipating this shift, the Company has already redefined its own value proposition.

What sets the Company apart is the accumulation of proprietary tools like its AI-powered clipping system and 'PRai,' along with the practical ability to deploy generative AI across different tasks. By using AI to handle data collection, classification, labeling, and aggregation, and having humans verify accuracy while focusing on high-value activities such as analysis, interpretation, and case selection, the Company has refined the division between 'AI-delegated processes' and 'human-led processes' through real-world application—its greatest competitive advantage.

Challenging Industry Transformation: 'A PR Agency Replacing Its Own Services'

This service aims to equip corporate PR departments with capabilities that could potentially replace the consulting functions traditionally provided by agencies like Antil. The Company aims to build internal systems where standardized tasks are handled by AI, allowing humans to focus on higher-value domains, thereby enabling companies across Japan to conduct authentic and reproducible PR activities. By strongly advancing corporate PR-DX, the Company seeks to elevate the overall value of PR in Japan.

As clients deepen their AI adoption, the Company will continue to deliver value in three key areas:

① Advanced Consulting: Providing strategic PR planning and decision-making support based on vast data and accumulated expertise.

② Media Promotion & Crisis Management: Leveraging relationships for media outreach and managing crisis responses during unforeseen events.

③ AI Implementation & Operational Support: As the core of this service, supporting the improvement of PR operations through AI technology, and assisting in building and operating sustainable systems.

Redefining the PR Department in the AI Era

The Company does not aim to eliminate client orders. Instead, it aims to transform the nature of those orders. By proactively taking over tasks that can be automated with AI, the Company enables clients to redirect the cost and time savings toward higher-value strategic initiatives. In the long term, the Company envisions helping clients build self-sustaining DX systems internally. It intends to co-design this new relationship together with its clients.

By supporting both DX-driven efficiency and the deepening of human expertise, the Company aims to help PR departments evolve beyond mere information dissemination units into strategic entities that actively support executive decision-making.