JTB won the top award in the Corporate Human Resources category at HR Awards 2026. The winning initiative redefines sustainable training design to increase the likelihood of behavioral change, with digital transformation of the design process through generative AI and data utilization.
JTB's initiative, "Never Cross the 'Forgetting Curve' Again: Redefining Training Through the Probability of Behavioral Change and Putting Sustainable Training Design Using AI into Practice," was selected for the top award in the Corporate Human Resources category at HR Awards 2026. The award was decided following votes by HR professionals nationwide and a final review by the judging committee.
As background to the initiative, JTB identified issues including high satisfaction immediately after training but limited application in the workplace, and the loss of design expertise passed on when employees are transferred. It highlighted the need to overcome forgetting at both the individual and organizational levels. Specifically, it redefined training as a "sustainable process" rather than an "event" and established a system to predict and visualize behavioral change.
As a specific measure to prevent forgetting at the individual level, JTB adopted self-efficacy as a primary KPI and used data to demonstrate the correlation between confidence in applying what was learned and behavioral change. To prevent organizational forgetting, it promoted the digital transformation of training design using generative AI, and used impact maps and lesson rubrics to achieve high-quality, consistent training design. As a result, the proportion reporting increased self-efficacy rose in training conducted from FY2022 to FY2025, the number of participants reached 175.1% of the FY2022 level, attendance at internal knowledge-sharing events exceeded 10,000, and the engagement score improved by 9.8 points. Going forward, JTB aims to pursue continuous, data-driven improvement and become a model for human resources development at Japanese companies.