Japan's Taxis Get AI Upgrade to Break Down Tourist Language Barriers

TOKYO, JP – February 12, 2026 – As Japan's tourism sector booms, a new partnership aims to tackle one of the most persistent challenges for international visitors: the language barrier. AI service provider ESTsoft today announced a landmark memorandum of understanding (MOU) with telecommunications giant NTT and leading taxi operator Nihon Kotsu to integrate its conversational AI human, 'Perso Interactive,' into Japanese taxis.

The collaboration will equip vehicles with tablet-based AI assistants capable of providing real-time interpretation, local tourism information, and restaurant recommendations, transforming the passenger experience for foreigners navigating the country.

Addressing a Critical Tourism Gap

For years, communication difficulties have been a significant pain point for travelers in Japan. Surveys by the Japan Tourism Agency consistently identify language as a top inconvenience, with over a quarter of visitors reporting trouble communicating with staff at various facilities. This challenge is particularly acute in taxis, where direct conversation is often necessary but difficult to achieve.

This new initiative directly confronts that issue. The partnership is launching a two-month proof-of-concept (PoC) project, running from February 2 to March 27, 2026. During this trial, taxis operating near the popular Kinosaki Onsen Station will be fitted with the Perso Interactive system. The AI, which supports over 100 languages, will act as a digital concierge and translator, facilitating seamless communication between passengers and drivers. Data on user behavior, system responsiveness, and overall usability will be meticulously collected from both parties to refine the service for a wider rollout.

The goal is to move beyond basic translation apps, offering a fully integrated, context-aware experience. The AI human interface is designed for natural interaction, capable of understanding and responding to spoken queries about destinations, fares, and local attractions without requiring the driver to divert their attention from the road.

A Strategic Alliance for AI Transformation

This collaboration represents a convergence of strategic interests from major players in technology and transportation. For South Korea-based ESTsoft, it marks a pivotal step in its global expansion strategy. The company aims to leverage this high-profile deployment to establish Perso Interactive as a leading solution in the global tourism industry.

"This collaboration will serve as a representative real-world case demonstrating the tangible value of Perso Interactive in the global tourism industry," said Sangwon Chung, CEO of ESTsoft, at the signing ceremony held at NTT Media Supply headquarters. The event drew representatives from over 100 companies, signaling significant industry interest.

NTT, Japan's largest telecommunications firm, is driving the initiative as part of its effort to develop new in-vehicle models that enhance communication and passenger services. The project aligns with NTT's broader strategy to build out Japan's digital infrastructure and pioneer smart mobility solutions.

Meanwhile, Nihon Kotsu, one of the nation's most prominent taxi operators, provides the essential real-world platform for testing and scaling the technology. For Nihon Kotsu, the partnership offers a powerful tool to elevate customer service in a competitive market. It also presents a potential technological aid in an industry grappling with a severe driver shortage, which has seen the number of taxi drivers decrease by 20% since 2019. By automating communication and information services, the system could reduce the burden on drivers and improve operational efficiency.

Facilitating the partnership is Uni Electronics, ESTsoft's Japanese partner, which has been instrumental in coordinating the local execution and navigating the market.

Beyond Translation: The Future of the In-Vehicle Experience

The project's ambitions extend far beyond simple translation. It points toward a future where the passenger cabin becomes an interactive, personalized environment. Perso Interactive is being deployed as a complete solution integrating APIs, SDKs, and hardware, a model ESTsoft plans to replicate globally. The company's vision is to create an 'AI Transformation' (AX) ecosystem, with the insights gained from this taxi PoC feeding into broader applications.

The underlying technology is not a prototype but a mature platform. At CES 2026, ESTsoft and Samsung Electronics unveiled an 'AI Promoter' based on the same technology, which used on-device AI and object recognition to interact with visitors. The system has also been recognized by the International Telecommunication Union's (ITU) 'AI for Good' initiative for its innovation and was used to welcome dignitaries at the Gyeongju APEC summit.

The knowledge from the Japanese rollout is also expected to bolster ESTsoft's work on a proprietary AI foundation model as part of Korea's National AI Flagship Project, linking this commercial venture directly to foundational AI research and development.

Following the PoC, the partners plan an ambitious expansion, starting in the Kansai region before moving to the Kanto region and eventually nationwide. The service is also slated for deployment in other high-traffic tourist areas, including large shopping malls and public venues. To accelerate its global push, ESTsoft plans to showcase the collaboration with NTT at the upcoming Mobile World Congress (MWC) in March, seeking to forge new partnerships with telecommunications operators worldwide.