NTT DATA Cuts Product Research Time by 99% with AI Consumer Agents for Kao

Event summary

  • NTT DATA completed a proof of concept (PoC) using AI consumer agents to simulate behavioral characteristics and develop personas for Kao’s makeup brand product development research.
  • The AI-driven research reduced the timeline from 1.5 months to just 0.5 days, a 99% efficiency gain compared to traditional methods.
  • NTT DATA utilized its marketing AI agent service combined with Kao’s consumer research, purchase, and social media data to create multiple AI consumers and an AI interviewer.
  • The PoC demonstrated that AI can achieve significant speed gains in product development while maintaining or exceeding the quality of human output.

The big picture

NTT DATA’s successful PoC with Kao highlights a growing trend in the consumer goods sector towards leveraging AI for rapid, data-driven decision-making. As consumer behaviors shift more frequently, companies are under pressure to adapt quickly, making AI-driven insights a strategic imperative. NTT DATA’s ability to reduce research timelines by 99% positions it as a key player in the AI transformation of marketing and product development processes.

What we're watching

Scalability Potential
Whether NTT DATA can expand the AI consumer agent application beyond product development into broader marketing operations.
Industry Adoption
The pace at which other consumer goods companies will adopt similar AI-driven research methods to enhance agility and efficiency.
Quality Assurance
How NTT DATA will ensure the long-term reliability and accuracy of AI-generated consumer insights compared to traditional research methods.