SEPTENI HOLDINGS CO., LTD. (Headquarters: Shinjuku-ku, Tokyo; Representative Director: Yuichi Kouno; Securities Code: 4293), in collaboration with four dentsu Japan group companies (DENTSU INC., DENTSU DIGITAL INC., Dentsu Creative Pictures Inc., and Dentsu Promotion Inc.) and Tag Japan (Headquarters: Minato-ku, Tokyo; Managing Director: Asako Nagai)*1, has launched "AI For Growth Creative Lines," a new creative supply service for the AI era, starting today.

This service promotes the AI-native transformation outlined in "AI For Growth 2.0"*2—dentsu Japan's proprietary AI strategy—within the creative field. It is an integrated problem-solving solution that deepens the creativity dentsu Japan has cultivated over many years through AI, enabling the efficient supply of high-quality creative content. At its core is "Creators in the Loop," a unique approach where creators design a solution structure based on the specific challenge, combine the optimal expertise and multiple AI tools according to the objective, and take responsibility for final decision-making. Rather than using AI as a standalone solution, we focus on essential problem-solving centered on human creative power.

In recent years, content has become increasingly diverse, and the spread of generative AI has expanded production methods, leading to further automation in various processes. However, partial optimization—which is limited to the introduction of specific tools for efficiency—makes it difficult to design a consistent experience from brand strategy to operations, often resulting in fragmented production processes. Consequently, achieving a balance between quality and efficiency has become a significant challenge in corporate marketing activities.

To address this challenge, AI For Growth Creative Lines provides consistent support from brand experience to operations by combining three service lines (①Branded, ②Performance, and ③Process Transformation) on a holistic foundation called the "Core Engine." This engine integrates insights and resources from dentsu Japan's cross-group standardized proprietary products, solutions, R&D*3, and industry-academic collaborations.

■ Overview of "AI For Growth Creative Lines"
① Branded: Enhancing brand value by transcending constraints
Based on the creative planning and production capabilities cultivated by dentsu Japan, we are rolling out proprietary training programs to ensure our creators are AI-native. By establishing workflows that integrate AI into every stage of production, we go beyond simple automation to implement the Creators in the Loop approach, where the insights and skills of creators are reflected at every step. This enables a supply of creative content that transcends time and cost constraints, contributing to the enhancement of brand value.

② Performance: High-speed, result-oriented PDCA support
Utilizing client-owned data and dentsu Japan's integrated data, we use AI to sophisticatedly handle everything from client understanding and target design to effectiveness prediction. By combining the automated generation and mass production of creative content via generative AI with optimization based on media characteristics and user context, we circulate the cycle of analysis, generation, delivery, and learning with a level of resolution that exceeds human limits. Furthermore, delivery results are quickly fed back into the learning process, allowing for continuous performance updates based on the latest data.
Under the Creators in the Loop framework, creators lead strategic design and decision-making while ensuring AI outputs directly translate into results, achieving high-certainty operations that improve marketing ROI.

③ Process Transformation: Transforming toward AI-driven production processes
Targeting all types of marketing communication collateral,*4 we utilize AI in workflows based on dentsu Japan's creative quality standards to highly automate multimodal production processes across text, image, video, and audio. We support business process transformation (BPR/BPO)*5 to shift client production tasks into AI-driven processes, achieving cost reduction, mass production, and personalization simultaneously through situational team building and robust quality control. Furthermore, when expanding these AI-driven production processes to a client's group companies—including overseas branches and regional entities—we promote onboarding that respects the culture and regulations of each market, contributing to stable global operations.

Moving forward, dentsu Japan will continue to lead the AI-native transformation of the creative field through AI For Growth Creative Lines and contribute to the growth of our clients and society by realizing unprecedented innovation through the use of AI.

*1: The Japan office of Tag, a global production company headquartered in the UK and a consolidated subsidiary of the Dentsu Group. As an omni-channel content production partner, Tag supports client brands across borders and cultures, providing global support for digital creative content production and marketing personalization.
URL: https://www.tagworldwide.com/

*2: Announced on July 7, 2025.
URL: https://www.septeni-holdings.co.jp/en/news/release/2025/07014037.html

*3: Research and Development: General activities aimed at creating new knowledge, technologies, products, and services.

*4: Including advertisements, websites, social media assets, eDMs (Electronic Direct Mail), DOOH (Digital Out-of-Home), in-store promotional materials, printed materials, etc.

*5: Business Process Re-engineering: Operational reform that involves restructuring business flows and processes. / Business Process Outsourcing: The outsourcing of specific business processes to an external provider.

The domestic Dentsu Group is promoting its unique AI strategy, AI For Growth, which aims to contribute to the growth of clients and society by combining human intelligence and AI intelligence. For more information about AI For Growth, please visit the following webpage.
https://www.dentsu.co.jp/labo/ai_for_growth/index.html (Japanese only)

[Inquiries about press release]
Kofunato & Kojima
PR Section, Corporate Communications Dept., CEO Office, Septeni Holdings Co., Ltd.
E-mail：koho@septeni-holdings.co.jp

[Inquiries about AI For Growth Creative Lines]
dentsu Japan AI Center
Email：dj_ai_center@dc1.dentsu.co.jp