KDDI and Japanese marketers map AI‑driven brand and event strategies

At a Content Tokyo seminar, KDDI’s brand‑communication head Tomoko Gōsawa, Fanbase Company chairman Naoyuki Satō and The Breakthrough Company GO CEO Takahiro Miura discussed how brands must retain “AI‑resistant value” as artificial intelligence becomes commonplace. They argued that strong brand trust can survive AI‑generated content and that effective marketing will combine an “AI route” – leveraging algorithmic selection – with a “fan route” that relies on genuine customer loyalty and word‑of‑mouth.

Separately, Yuji Fujita of Peatix Japan reflected on using generative AI to prepare event programmes in Tokyo. While AI can streamline tasks such as drafting announcements and analysing speaker profiles, he warned that overly generic prompts yield average, homogeneous ideas. Fujita emphasized that distinct, context‑rich inputs and human judgment are essential to avoid the homogenisation of event experiences and to foster authentic, engaging discussions.