〜“AI Buddy” that provides and onboards high-quality integrated communications〜
――Delivering proposals through deeply understanding our clients’ businesses――
Dentsu Runway Inc., led by President and CEO Atsushi Suzuki and headquartered in Minato-ku, Tokyo (“Dentsu Runway” hereafter), developed “Mates AI”, a proprietary multi-agent AI platform specialized in practical use in the advertising industry. This platform was introduced for our employees in January 2026.
“Mates AI” is a platform of multiple AI functions combined, covering major processes related to advertising, such as requirements clarification, strategy planning, preparation of presentation materials, project management, translation, meeting minutes documentation, and general research. Purpose of using Mates AI is not limited to improve efficiency of each individual’s tasks. Its primary goal is to enhance the quality of integrated communication planning for our clients. “Mates AI” also enables us to optimize proposal processes and support onboarding of new graduates or members who are assigned to projects for the first time so that they quickly become the competent workforce.
In recent years, advertising and marketing impose tougher and more diversified challenges on our clients’ businesses. Meanwhile, we are required to deliver high-quality proposals within compressed timeline.
Amid this situation, Dentsu Runway developed “Mates AI”, as we understood the importance of establishing an environment where employees can create a proposal in a consistent quality, regardless of their years of experience or skill set.
By combining multiple AI functions, “Mates AI” works as an “AI Buddy” that seamlessly supports the following processes.
Requirements Clarification
“Mates AI” instantly organizes and structures key discussion points and conditions from client briefs, meeting minutes and other information sources.
Strategic Framework Formation
“Mates AI” analyzes market, competitors and target audiences from multi-angled perspectives using analytic frameworks including PEST, 3C, STP, etc.
Storyline Creation
“Mates AI” creates logical ideas for presentations and media plannings.
Workflow Optimization
“Mates AI” enables seamless workflow, such as project management, multi-language translations and meeting minutes documentation.
Through these optimized processes, Dentsu Runway aims to accomplish the following goals:
・Raise the baseline quality of strategy and storyline of each project
・Assure to maintain quality of jobs even team structure changes
・Deliver high-quality proposals quicker than before
Since “Mates AI” helps us in initial phase of projects, including organizing information, we can dedicate more time to deep-dive into key discussion points and client-specific insights and tactics. This enables us to focus on building tailored strategies, instead of delivering standardized output.
Yet, “Mates AI” is a tool that supports documentation and compilation. Our teams are the ones to make final decisions and take responsibilities for strategies and proposals. Clearly distinguishing the roles of AI and human will maximize the value delivered to our clients while improving the quality of our jobs.
“Mates AI” handles client information with maximum care.
・“Mates AI” prevents the secondary use or leak of information between projects. Our teams strictly follow the operational rules that require to manage information by project rather than by client.
・“Mates AI” neither learns nor reuses information from different projects even for the same client.
・“Mates AI” never externally discloses any information, including client names and project details. Internal use of information is also restricted to specific purposes upon approval under appropriate information management.
Dentsu Runway utilizes “Mates AI” in compliance with the Dentsu Group’s Generative AI Principles, ensuring that the protection of clients’ information remains our top priority.
Dentsu Runway will continue to extend and improve the functionality of “Mates AI” and further develop systems for high-quality integrated communications that contribute to our clients’ business growth.
By leveraging our in-house-nurtured AI fluency, Dentsu Runway’s future prospects are to create new values alongside our clients and to develop innovative advertising and marketing solutions.
We will also collaborate and cooperate with AI-related initiatives across the dentsu Japan network and complement each other, boosting ability to deliver value as the Dentsu Group as a whole.