The Investor
20 Mar 2026, 13:12
NTT DATA announced successful validation of its “AI Consumer” technology in a proof of concept with Kao, demonstrating significant efficiency gains in product development research.
The solution uses AI agents to simulate consumer behavior and generate personas based on Kao’s existing data, including purchase history and social media insights. The system also includes an AI interviewer to support research processes.
Results showed that research timelines could be reduced from approximately 1.5 months to just 0.5 days—a 99% reduction—while maintaining or exceeding the quality of traditional methods. The approach also reduced operational workload related to survey execution and respondent recruitment.
NTT DATA plans to expand the use of this technology beyond product development into broader marketing operations, aiming to support faster, data-driven decision-making in response to rapidly changing consumer trends.
The solution uses AI agents to simulate consumer behavior and generate personas based on Kao’s existing data, including purchase history and social media insights. The system also includes an AI interviewer to support research processes.
Results showed that research timelines could be reduced from approximately 1.5 months to just 0.5 days—a 99% reduction—while maintaining or exceeding the quality of traditional methods. The approach also reduced operational workload related to survey execution and respondent recruitment.
NTT DATA plans to expand the use of this technology beyond product development into broader marketing operations, aiming to support faster, data-driven decision-making in response to rapidly changing consumer trends.