TUNA SCOPE 2020

Short List
TitleTUNA SCOPE 2020
BrandKURA SUSHI, INC.
Product / ServiceTUNA SCOPE AND AI TUNA
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
PR DENTSU PUBLIC RELATIONS INC. Tokyo, JAPAN
Production DENTSU LIVE INC. Tokyo, JAPAN
Production 2 DENTSU CREATIVE X INC. Tokyo, JAPAN
Additional Company INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Tokyo, JAPAN
Additional Company 2 KOOZYT, INC. Tokyo, JAPAN
Additional Company 3 DENTSU INC. Osaka, JAPAN
Additional Company 4 DENTSU CREATIVE FORCE Tokyo, JAPAN

Credits

Name Company Position
Kazuhiro Shimura Dentsu Inc. Creative Director
Akimichi Hibi Dentsu Inc. Business Producer
Ryo Sasaki Dentsu.Inc Communication Planner
Daisuke Matsunaga Dentsu.Inc Art Director
Yukiko Matsue Dentsu.Inc Account Manager
Xinyi Deng Dentsu.Inc Account Manager
Akira Tomikawa INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Producer
Yusuke Masumoto INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Producer
Taira Kimura INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Producer
Hiroshi Morita INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Producer
Keigo Ihara INFORMATION SERVICES INTERNATIONAL-DENTSU, LTD. Producer
Yasushi Miyajima Koozyt, Inc. Data Scientist
Hideyuki Ono Koozyt, Inc. Engineer
Amina Mim Koozyt, Inc. AI Engineer
Hasanur Rashid Koozyt, Inc. AI Engineer
Tomoyuki Kato DENTSU LIVE INC. Director
Tatsuya Murayama DENTSU LIVE INC. Chief Producer
Masaya Ishii DENTSU LIVE INC. Producer
Chisako Hasegawa DENTSU LIVE INC. Producer
Takafumi Shindo SHINDII LLC. Producer
Takaomi Maeda DENTSU CREATIVE FORCE INC. Creative Producer
Hitoshi Nakao Dentsu Creative X Inc. Web Director
Shogo Hina AOIRO Web Designer
Tatsuo Yamano At Armz Inc Producer
Katsuhiro Uto WOO inc. Designer
Jiro Watanabe WOO inc. Designer
Shunkichi Akutsu Freelance CG Designer
Go Aoyama Freelance CG Designer
Takeshi Kaneko AD DENTSU OSAKA INC. Account Manager
Takanori Hosoi AD DENTSU OSAKA INC. Account Manager
Tokio Noji AD DENTSU OSAKA INC. Account Manager
Koichi Ikariyama DENTSU PUBLIC RELATIONS INC. PR Planner
Yuichiro Hagiwara DENTSU PUBLIC RELATIONS INC. PR Planner
Koichi Maeda DENTSU PUBLIC RELATIONS INC. PR Planner
Hideyuki Hirai Dentsu Inc. Business Producer
Ryunosuke Tsuzuki Dentsu Inc. Business Producer

Why is this work relevant for Brand Experience & Activation?

We developed Tuna Scope, the world's first AI capable of discerning tuna quality with the eye of a skilled Japanese artisan. In 2020, COVID-19 made traveling abroad to purchase tuna impossible. Japan’s largest sushi chain Kura Sushi introduced Tuna Scope to overcome these difficulties. They succeeded in AI-driven remote purchasing of high-quality tuna. Top-quality ‘AI tuna’ selected by the AI’s judgment was delivered to consumers and it achieved huge sales. Tuna Scope caused a major stir around the world as a digital transformation of quality judgment and a solution for overcoming COVID-19.

Background

Kura Sushi is among Japan’s largest sellers of tuna by volume. To procure stock, the sushi chain’s skilled artisans visited various regions in Japan and abroad to directly evaluate the quality of tuna for purchase, using judgment cultivated through years of experience. However, travel restrictions imposed during the pandemic made it impossible for artisans to evaluate and purchase on-site as they had before. To ensure that it could continue delivering delicious tuna to consumers amid these supply threats, Kura Sushi adopted a technology that we had developed. We took on the challenge of ‘AI-driven purchasing’, a new initiative that overturned conventions in the fishing industry.

Describe the creative idea (20% of vote)

We developed TUNA SCOPE, the world's first AI capable of discerning tuna quality with the eye of a skilled Japanese artisan. Using the peculiarities of deep learning, the AI was able to establish its own methodology for making judgments that had been considered 'tacit knowledge' based on human intuition and experience, becoming the world's first AI to successfully acquire a professional skill. The resulting AI is able to match the quality judgments of skilled artisans in over 90 percent of cases, and can be deployed round-the-clock, simultaneously, anywhere in the world.

Describe the strategy (20% of vote)

Working with Kura Sushi, we sent the TUNA SCOPE data to Dalian, China, where in a world-first the AI performed remote purchasing in place of skilled artisans. Having mastered the specialized skill, the AI’s judgment succeeded in procuring several hundred tons of tuna far faster than previously possible, without requiring staff to travel during the pandemic. While achieving a digital transformation of a skill that had relied on human judgment, we also sought to gain attention as a solution capable of overcoming the COVID-19 crisis.

Describe the execution (30% of vote)

In July 2020, AI purchasing by TUNA SCOPE was announced to the press as ‘a new approach to purchasing’ to overcome the COVID-19 crisis. Tuna that the AI selected as the highest quality stock from among several hundred tons was also launched as a new product, ‘AI Tuna’, sold at 461 Kura Sushi stores around Japan. We also conducted an ongoing launch campaign for ‘AI Tuna’ that included TV commercials.

List the results (30% of vote)

Despite the COVID-19 pandemic, AI Tuna achieved three times the forecast sales (across 461 stores nationwide). This initiative has become a global sensation, covered by over 1,000 media outlets in 56 countries as an innovation that will transform the fisheries industry beyond the current pandemic. TUNA SCOPE has been adopted as a promotion program supported by the government of Japan. With the national government’s support, we are expanding the supply of AI-selected tuna around the world, including in New York and Singapore. Through TUNA SCOPE, we seek to spread Japanese skills globally to create a society where everyone can enjoy delicious tuna into the future.

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