Describe the creative idea

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. In 2020, TUNA SCOPE has been introduced to Kura Sushi, the largest sushi chain in Japan. With strict COVID-19 travel restrictions preventing its staff from going abroad to purchase tuna as usual, Kura Sushi succeeded in AI-driven remote purchasing of high-quality stock by sending the Tuna Scope app to plants overseas. Its new 'AI Tuna' product was sold in 461 stores. Tuna Scope caused a major stir around the world as a digital transformation of quality judgment and a solution for overcoming the impact of the pandemic.

Describe the execution

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. 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. 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.