Dentsu and X-HEMISTRY Form a Strategic Partnership on Smart Home Adoption and Marketing
Dentsu and X-HEMISTRY announce a strategic partnership for smart homes.
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- 📰 Published: March 30, 2026 at 05:11
X-HEMISTRY Inc., a company that provides hands-on support for business development specializing in the smart home domain, and Dentsu Inc. have entered into a strategic partnership aimed at creating a better life through 'smart homes'. By combining X-HEMISTRY's planning and execution capabilities from its extensive experience in the smart home field with Dentsu's expertise in data-driven marketing and AI-powered experience design, the partnership will accelerate product development based on real consumer behavior data and provide end-to-end support for companies' smart home-related business growth and marketing efforts.
The global smart home market is projected to grow from $127.67 billion in 2024 to $1.40459 trillion by 2034, at a compound annual growth rate of 27.1%, an approximately 11-fold increase, according to Precedence Research*1. The Japanese market is also expected to expand from $8.1 billion in 2024 to $22.6 billion by 2033, according to IMARC Group*2. However, challenges remain for consumers, such as differing specifications between companies and the unclear experiential value of adoption. For businesses, it is a largely untapped field, making it difficult to establish internal roadmaps and decision-making criteria.
X-HEMISTRY has been a group of specialists supporting various domestic and international companies from business launch to implementation in the smart home sector. The company also gathers the latest information from major overseas exhibitions and conferences like CES, IFA, and ISC West to fuel client growth. In 2024, CEO Fumisato Shingai became the representative of the Connectivity Standards Alliance Japan Chapter, which formulates international standards like 'Matter' and 'Aliro,' placing the company at the forefront of smart home popularization in Japan.
Dentsu, in collaboration with housing, appliance, and consumer goods manufacturers, has been advancing the 'HAUS UPDATA'*3 project since May 2024. This cross-industry smart home co-creation project aims to upgrade 'better living' by integrating and analyzing lifestyle data. They have conducted demonstration experiments with over 12 companies by installing sensors and IoT appliances in homes to analyze data on appliance usage, human movement, product consumption, temperature, humidity, and more. A co-creative AI (chatbot) provides personalized support and product suggestions, allowing residents to realize the value of their data while improving their lifestyle.
Through this strategic partnership, X-HEMISTRY and Dentsu will establish a framework to provide seamless support from implementing next-generation smart home experiences to their marketing application. They will strongly support new entrants to the smart home market and enhance the value of existing services, contributing to the realization of the following two points:
1. The creation and implementation of an experience that users 'want to keep using.'
In the smart home field...
The global smart home market is projected to grow from $127.67 billion in 2024 to $1.40459 trillion by 2034, at a compound annual growth rate of 27.1%, an approximately 11-fold increase, according to Precedence Research*1. The Japanese market is also expected to expand from $8.1 billion in 2024 to $22.6 billion by 2033, according to IMARC Group*2. However, challenges remain for consumers, such as differing specifications between companies and the unclear experiential value of adoption. For businesses, it is a largely untapped field, making it difficult to establish internal roadmaps and decision-making criteria.
X-HEMISTRY has been a group of specialists supporting various domestic and international companies from business launch to implementation in the smart home sector. The company also gathers the latest information from major overseas exhibitions and conferences like CES, IFA, and ISC West to fuel client growth. In 2024, CEO Fumisato Shingai became the representative of the Connectivity Standards Alliance Japan Chapter, which formulates international standards like 'Matter' and 'Aliro,' placing the company at the forefront of smart home popularization in Japan.
Dentsu, in collaboration with housing, appliance, and consumer goods manufacturers, has been advancing the 'HAUS UPDATA'*3 project since May 2024. This cross-industry smart home co-creation project aims to upgrade 'better living' by integrating and analyzing lifestyle data. They have conducted demonstration experiments with over 12 companies by installing sensors and IoT appliances in homes to analyze data on appliance usage, human movement, product consumption, temperature, humidity, and more. A co-creative AI (chatbot) provides personalized support and product suggestions, allowing residents to realize the value of their data while improving their lifestyle.
Through this strategic partnership, X-HEMISTRY and Dentsu will establish a framework to provide seamless support from implementing next-generation smart home experiences to their marketing application. They will strongly support new entrants to the smart home market and enhance the value of existing services, contributing to the realization of the following two points:
1. The creation and implementation of an experience that users 'want to keep using.'
In the smart home field...