Title | TUNA SCOPE |
Brand | SOJITZ CORPORATION |
Product / Service | TUNA SCOPE |
Category | A01. Food / Drink |
Entrant | DENTSU INC. Tokyo, JAPAN |
Idea Creation | DENTSU INC. Tokyo, JAPAN |
Production | INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Tokyo, JAPAN |
Production 2 | DENTSU LIVE INC. Tokyo, JAPAN |
Production 3 | DENTSU CREATIVE X INC. Tokyo, JAPAN |
Production 4 | KOOZYT, INC. Tokyo, JAPAN |
Production 5 | AT ARMZ Osaka, JAPAN |
Additional Company | SOJITZ CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazuhiro Shimura | Dentsu, Inc. | Creative Director |
Akimichi Hibi | Dentsu, Inc. | Business Producer |
Ryo Sasaki | Dentsu, Inc. | Planner |
Daisuke Matsunaga | Dentsu, Inc. | Art Director |
Taira Kimura | ISID | General Manager |
Hiroshi Morita | ISID | Chief Producer |
Keigo Ihara | ISID | Project Manager |
Yoshinori Tanaka | ISID | Project Manager |
Michitaka Iida | ISID | Project Manager |
Yasushi Miyajima | Koozyt | Data Scientist |
Hideyuki Ono | Koozyt | Engineer |
Amina Mim | Koozyt | AI Engineer |
Hasanur Rashid | Koozyt | AI Engineer |
Tomoyuki Kato | Dentsu Live | Director |
Tatsuya Murayama | DENTSU LIVE INC. | Chief Producer |
Masaya Ishii | Dentsu Live | Producer |
Chisako Hasegawa | Dentsu Live | Producer |
Tatsuo Yamano | At Armz | Producer |
Ryosuke Kametani | At Armz | Production Manager |
Junichi Ishikawa | At Armz | Production Manager |
Hitoshi Nakao | Dentsu Creative X Inc. | Web Director |
Shogo Hina | AOIRO | Web Designer |
Katsuhiro Uto | WOO inc. | Graphic Designer |
Jiro Watanabe | WOO inc. | Graphic Designer |
Nobuyuki Isobe | Onkio Haus | Editor |
Shunkichi Akutsu | Freelance | CG Designer |
Go Aoyama | Freelance | CG Designer |
Wild tuna has large discrepancies in quality from tuna to tuna, and it has the inherent issue that it requires tuna examiners to individually judge each tuna in order to determine what the flavor will be like. That's why Sojitz created TUNA SCOPE to inherit this legacy by using deep learning to teach an AI the tuna examination process. We offered a new brand experience by serving AI TUNA, a brand of tuna that cleared the new unified stand set by the AI examination process.
Tuna―one of the ocean’s greatest treasures. The Tokyo market is a global center for marine products, where tuna examiners judge the quality of fish with their eyes. However, due to a shrinking fisheries industry and Tokyo’s rapidly aging population, the number of craftsmen has fallen to less than half of the industry’s golden age. In the near future, it’s feared that there will be no successors to carry on the occupation. Sojitz is a trading company that handles tuna from fishing grounds all over the world, and is committed to managing the quality of its own tuna by unifying standards by dispatching craftsmen around the world. To keep delivering a high standard of tuna in a future when tuna examiners may not be around, the company took the challenge of creating something that could carry on the legacy of this trade by developing a new system using AI.
We focused on cross sections of the tuna’s tail, which hold all the vital information about the tuna’s flavor, freshness and so forth. Craftsmen who worked at markets had long used this technique to examine tuna. But it is said that it takes these artisans at least ten years to learn to develop the acumen to perform this feat by eye, and the experts themselves admit that the skill is tacit knowledge—difficult to explain to others. Using our company’s resources, we photographed a massive number of tuna tail cross sections, and through deep learning, we taught AI to interpret this data, and master the craft’s unexplainable nuances in a single month—an impossibly short time for humans.
Up until now, tuna examination has been the domain of a group of individual artisans, each with their own personal nuanced methods, and as such, has been difficult to reduce into a generalized technique. Since the number of tuna each examiner could practice on is limited, it also takes a great deal of time to train. We created a system by which we introduced an AI on a mobile platform into the large network operated by the client, Sojitz, and allowed it to learn simultaneously from a huge amount of visual data from fish markets all over the world. This enabled the creation of a unified standard of tuna examination by gathering many artisans’ experiences on a single application.
The AI system developed for TUNA SCOPE was turned into a smartphone app and introduced to the quality inspection process in fish factories. As a result, it was able to achieve 85% accuracy compared to real tuna examiners with 35 years of experience in dividing the fish into 4-5 grades. The tuna ranked highest by the AI during this test was branded as AI Tuna and served at a sushi restaraunt in Tokyo in order to test market viability. 3/5/2019 - TUNA SCOPE introduced to factory 3/27/2019 - AI TUNA is served in Tokyo and introduced as a brand 4/2019 - Brainstorming for use in other industries (agriculture, medicine, etc.) 4/2019 - Website launches
Based on marketing tests 98% of people expressed interest in AI TUNA, and 90% of customers were satisfied with the experience. We achieved a high level of customer satisfaction and are utilizing our large network of fish markets to enable simultaneous machine learning across all markets in order to achieve a global quality standard. We are also in the process of considering ways in which the image analysis software developed for this project can go beyond the fish industry and be utilized in inspection processes across a variety of industries.