Dentsu Group has begun offering People CEP Discovery, a brand strategy design solution that combines generative AI with its proprietary brand design theory. It generates a large number of candidates starting from CEPs, evaluates them using 3 metrics—market potential, brand fit, and purchase potential—and translates the results into initiatives as part of a single process. The solution uses a workshop-style consulting format to test and refine hypotheses in a short period.
Dentsu Group has begun offering People CEP Discovery, a solution that starts with CEPs to derive the experience value and initiatives a brand should provide. Combining generative AI with its proprietary brand design theory, it generates more than 100 CEP candidates.
After an initial evaluation by generative AI, the candidates are evaluated using 3 metrics: market potential, fit with the brand, and likelihood of leading to a purchase. The CEPs that the brand should acquire are then selected and refined. After selection, the process develops concrete proposals, from the customer experience concept through communications and in-store initiatives, in a one-stop process.
The solution is delivered as workshop-style consulting, with the aim of enhancing brand strategy and customer experience through a process that generates, evaluates, and improves diverse hypotheses in a short period. Enhancements to the AI's candidate evaluation, recommendation, and research functions are planned for the future.