Advanced Marketing through Virtual Customers and AI Agents

We automated e-mail newsletter operations using Virtual Customers trained on customer data and AI agents. Response rates were improved, and both brand identity and efficiency were achieved.

AI Agent Implementation Support
Business Transformation & Innovation
Retail & Distribution

Advanced Marketing through Virtual Customers and AI Agents

ISSUE
- Measures for personalization based on customer understanding were getting more complex, increasing the operational load.
- Resource shortages were present due to segmentation, and it was difficult to maintain the brand tone in creative content.
SOLUTION
- Building Virtual Customers Using First-Party Data
- Operational design that automates e-mail newsletter operations using AI agents and maintains the brand tone
RESULT
- Improved e-mail newsletter open and click-through rates and drove optimization of the customer experience
- Achieved marketing operations that balanced efficiency and brand identity through human-AI collaboration

ISSUE

Increasing Complexity of Personalization Measures and Balancing Efficiency and Brand Integrity

A major lifestyle brand was advancing personalization initiatives grounded in customer insights, but increasingly granular segmentation made operations more complex and resource-intensive, delivering limited returns relative to the effort required.
In addition, optimizing digital communications without compromising the brand’s identity proved challenging, creating a need to balance operational efficiency with a consistent expression of the brand’s unique character.
SOLUTION

Transformation of E-mail Newsletters through Virtual Customer Creation and AI Agents

We supported the development of a personalization platform powered by Virtual Customers and AI agents. First, based on CRM data, we created Virtual Customers representing each customer cluster and built a system in which AI agents support the planning, execution, and continuous optimization of initiatives.
Next, we redesigned the email marketing workflow. AI agents automatically generate content, which is then refined through feedback from the Virtual Customers. Final adjustments to tone and messaging are handled by human teams, enabling efficient operations while preserving the brand’s identity and distinctive worldview.
RESULT

Improvement of Response Rates and Enhancement of Brand Experiences through Human-Generative AI Collaboration

Following the introduction of the personalization platform powered by Virtual Customers and AI agents, response rates for segmented campaigns increased by several percentage points compared with mass messaging. The initiative achieved both improved operational efficiency and stronger business outcomes, establishing a sustainable cycle of continuous improvement.
In addition, by building an operating model in which human teams refine AI-generated proposals from a brand perspective, the company successfully combined the speed of generative AI with human creativity to deliver consistent and scalable brand experiences. The use of Virtual Customers in campaign evaluation also improved both accuracy and speed.
Looking ahead, the company plans to expand this approach to additional channels such as LINE and product development, with the goal of continuously evolving the customer experience.