Please view the PDF version from here.
Creating greater emotional experiences with AI x entertainment!!
Introducing AI to toy design proposals and survey collection.

Creating even more emotional experiences with AI x entertainment!!
Introducing AI to toy design proposals and survey collection.

Sega Sammy Holdings Co., Ltd. has newly constructed an 'image generation AI environment that learned from their own product images' and a 'generated AI environment with questionnaire analysis function', and expanded this environment to the Sega Fave Toys Company on May 7, 2024. Toys Company conducted a proof-of-concept experiment for toy design proposals and survey collection tasks, achieving efficient and detailed business operations. In the future, Toys Company will expand this generated AI environment to the entire company to create even more emotional experiences.

■Development Background and Overview of this generated AI
Previously, many man-hours were spent on toy design proposal and survey analysis tasks at Toys Company, accounting for approximately 20% of the entire product development when working with large amounts of work.
Firstly, to improve toy design proposal operations' efficiency, they developed a Generated AI that could reference internal informationin October 2023 and, building upon this experience, constructed the 'image generation AI environment that learned from their own product images'. This allowed the existing generated AI learned from their own products to quickly create a wide variety of design proposals.
Furthermore, in survey analysis operations, many hours or outsourcing costs were required to achieve sophisticated analysis that eliminated subjectivity and bias in the extensive comments and feedback received in the free writing section. The newly constructed 'generated AI environment with questionnaire analysis function' allows for reliable analysis results that include customer emotion, attained quickly within the company's internal system without the need for external outsourcing.
Toys Company conducted a proof-of-concept experiment using their Dream Switch Mobile Projector as a subject, and achieved the following results:

• Image generation AI with their own image learning
  By utilizing generated AI learned from their own product images, quick and wide-ranging proposed plans that followed existing products' designs were created. Designers can create and concentrate on higher quality work by basing their proposed design on the designs created by AI.
  Furthermore, the use of this 'image generation AI' enabled 100 times more design proposals. They anticipate that this increases the selection options in other toy design proposals in the future.
  *No other company's rights have been violated during image learning or product development. Additionally, they operate according to contractual terms with their partners.
• Generated AI with questionnaire analysis function
  They execute analyses from tens of thousands of respondents' surveys, including free writing sections. Generated AI extracts and categorizes their comments and feelings, proposing suggestions for product improvement. This enables reliable data acquisition that excludes the assumptions of staff and biases. It also resulted in considerable efficiency improvements in survey analysis operations.
  In terms of survey analysis operations, they have achieved approximately 80% efficiency in this proof-of-concept experiment.

In the future, the Sega Sammy Group will continue to promote the use of generated AI in various operations, including planning, development, and manufacturing, aiming to improve productivity and enhance their business quality while working towards creating new value. Furthermore, they will expand this promoted generated AI environment among their overseas group companies in Asia, Europe, and North America, aiming to strengthen their development capabilities globally.

Reference Materials:

●Examples of business improvement using AI utilization
●Configuration diagram of usage environment