Developed marketing policy planning technology using generative AI, adopted by ENEOS NEC|電経新聞

Developed marketing policy planning technology using generative AI, adopted by ENEOS NEC

NEC has developed marketing strategy planning technology that utilizes generative AI.
This technology has been first adopted in ” planning of new services” that will be rolled out at ENEOS’s next-generation service stations.
By utilizing NEC’s AI technology group (generation AI, consumer attribute expansion technology, technology for discovering knowledge and formulating measures) and purchasing data such as statistical credit card payment information, we can make assumptions for specific regions and stores. Assigning hobbies and preferences to customers, identifying latent needs, and formulating optimal measures.
Furthermore, since it is possible to simulate the customer response rate to these proposed measures, it is possible to confirm the expected effects before implementing the measures and to implement only those measures with high cost-effectiveness.
By using LLM, which is a type of generative AI, users can interactively generate policy plans and simulate reaction rates using natural language. In addition, once a prompt (instruction text) is input, the results of a policy planning and reaction rate simulation are output in a few minutes, making it easy to repeat analysis tasks.
AI technology makes it possible to collect and utilize highly relevant open data on the Internet. Therefore, comprehensive and rational analysis is possible even if you do not have your own data (data you own can also be used).
According to NEC, the marketing policy planning technology was developed using the company’s AI technologies, including generative AI, and it automatically visualizes customers’ hobbies and preferences, formulates policies, and predicts customer reactions to the policies. This is the world’s first technology that can do this.