NTT Docomo Business launches new AI-themed commercial campaign

NTT Docomo Business has launched a new television commercial campaign titled ‘AX for People’ (Hito o Omou AX), featuring actors Takako Matsu and Sadao Abe. The campaign, scheduled to begin broadcasting across Japan on October 10, 2026, focuses on the concept of ‘Physical AI’ and AI infrastructure to address labor shortages and reduce the physical burden on workers.

The commercials depict scenarios where AI technology assists in various industries, such as logistics, to allow individuals to pursue personal passions and work more effectively. In addition to the TV spots, a web-based campaign titled ‘Don’t Fail at Corporate Smartphones’ will be released, highlighting how businesses can use AI to assist in selecting appropriate mobile plans and services.

During promotional activities, Sadao Abe revealed that he had used AI to assist with his interview responses, noting that the technology provided advice on how to present himself more naturally. The campaign aims to illustrate a future where humans and AI coexist to create a more efficient and fulfilling work environment.