| Title | CO-CREATE OUR AI GIRL |
| Brand | BANDAI NAMCO ENTERTAINMENT INC. |
| Product / Service | SWORD ART ONLINE: HOLLOW REALIZATION |
| Category | D05. Co-Creation & User Generated Content |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | GUNSROCK Tokyo, JAPAN |
| Production 2 | BRUTO, INC. Tokyo, JAPAN |
| Production 3 | EAZE INC. Tokyo, JAPAN |
| Additional Company | BANDAI NAMCO ENTERTAINMENT INC. Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Hirohide Kaneshiro | dentsu inc | CREATIVE DIRECTOR |
| Taichi Katsu | dentsu inc | ACCOUNT EXECUTIVE |
| Yuta Yoshikawa | dentsu inc | ACCOUNT EXECUTIVE |
| Takeru Kogo | dentsu inc | COPYWRITER |
| Yoshiaki Shiota | dentsu inc | PLANNER |
| Yuki Namba | dentsu inc | COPYWRITER |
| Mai Iwaana | dentsu inc | COPYWRITER |
| Mamiko Takahashi | dentsu inc | ART DIRECTOR |
| Hitomi Sato | dentsu inc | COPYWRITER |
| Satoru Nakamura | GunsRock Inc. | PRODUCER |
| Takayuki Moriya | Bruto, Inc. | PRODUCER |
| Yuichi Yoshigiwa | Bruto, Inc. | TECHNICAL DIRECTOR |
| Hironobu Sano | Bruto, Inc. | ENGINEER |
| Takumi Hasegawa | FREELANCE | FRONT END DEVELOPER |
| Daiki Takegawa | Eaze inc. | DESIGNER |
| Tetsuya Yamamoto | FREELANCE | TECHNICAL DIRECTOR / ENGINEER |
| Haruyuki Sanuki | The University of Tokyo | RESEARCHER |
| Hiroyuki Nemoto | The University of Tokyo | RESEARCHER |
A conversational understanding AI program was added to the game character, and placed on the mobile website. Through conversation with users, the personality was built up from scratch. Her character was all up to the user. Moreover, the personalized AI Girl was updated into the actual game, challenging to co-create a game character utilizing artificial intelligence.
• 17th Oct., 2016: Co-creation project start • 27th Oct.: Release of game • Personality of AI Girl fixed, according to the quality and quantity of the words remembered by 1st Dec. • 29th Jun., 2017: Game updated. AI Girl first appearing in the game. Many participants who "raised" the AI character purchased the game.
Many participants who “raised” the AI character purchased the game. As a result, the sales of the 4th title immediately overtook the past 3 series right after launch. The project received great attention. Screenshots of the conversation with AI girl were posted on social media, reaching more than 12 million users. More than 160 articles covered this news from in and outside of Japan. 100,000+ users joined the chat. 12,000,000+ chat conversations. 400,000+ words remembered. In the end, although tending to use Internet slang, a nice but sometimes naughty girl was born, just like a real human being. This AI Girl was then updated into the game.
"Co-create our AI Girl" is the world's first promotion to co-create a game character with users, utilizing artificial intelligence. This project might be the mother of a completely new game experience, combining AI and a game character.
We set the promotion message as "Whether the AI Girl will be a good girl or a bad girl, it's all up to you". Therefore,existing “Sword Art Online” fans wishing to make her good, and anonymous net users trying to make her bad, enthusiastically battled how to "raise her up". By designing the campaign frame as so, we successfully reached our target audience, creating conversation.