A joint research paper by CCC, V POINT MARKETING, and Matsuo Institute has been accepted for presentation at the 2026 Annual Conference of the Japanese Society for Artificial Intelligence.

2026.06.04 Press Releases
Culture Convenience Club Co., Ltd. / V POINT MARKETING Co., Ltd.

• #Database Marketing

— Integrating Behavioral Data Across Multiple Industries to Demonstrate the Effectiveness of Highly Accurate Human-Centered AI Personas —

Culture Convenience Club Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture; President and CEO: Yasunori Takahashi; hereinafter "CCC") and V POINT MARKETING Co., Ltd. (Headquarters: Yokohama City, Kanagawa Prefecture; President and CEO: Seigo Hirota; hereinafter "V POINT MARKETING") are pleased to announce that their paper, "Integration of Multi-Domain Behavioral Logs and Behavioral Prediction Using Large-Scale Language Models," which summarizes the results of their joint research conducted with Matsuo Institute, Inc (Headquarters: Bunkyo-ku, Tokyo; Representative Director: Takayoshi Kawakami; hereinafter "Matsuo Institute"), has been accepted for the "2026 Annual Conference of the Japanese Society for Artificial Intelligence (40th)."The results of this research will be presented at the conference on Monday, June 8, 2026.

In recent years, consumers' values and behaviors have diversified rapidly, making it difficult to grasp their ever-changing needs using only traditional ways of thinking. To address these challenges, CCC and V POINT MARKETING, together with Matsuo Institute, have been conducting joint research since September 2025, aiming to understand each individual consumer more comprehensively and from multiple perspectives by combining "linguistic data" such as surveys and "actual behavioral data" such as purchasing behavior. This joint research paper represents a theoretical first step toward the social implementation of "human-centered AI persona agents" based on that deep understanding.

Proving the effectiveness of multi-domain data for understanding consumers (user modeling).

This research aims to improve "user modeling," which structurally captures the behavior and values of individual consumers. Until now, behavioral analysis using large-scale language models (LLMs) has primarily been based on the assumption of utilizing historical data within a single domain (a specific industry or service). However, many consumers use multiple types of businesses and services, and there was a challenge in that fragmented data alone could not capture the whole picture. This study investigated and demonstrated the effectiveness of a method for extracting and integrating consistent, documented persona information from behavioral history across multiple domains (multiple business types) using LLMs. In the application of AI technology, the diversity and volume of data used for learning and analysis significantly influence the resolution of the output. It has been academically confirmed that AI technology enables more accurate user modeling. This is expected to lead to the transformation of customer experiences into individually personalized ones in the future. Specifically, by verbalizing consumers' values and the background of their decision-making—which cannot be fully grasped by "actual behavioral data" such as purchase history—into persona descriptions, and analyzing them in combination with "linguistic data" such as surveys, it becomes possible to design deeper customer profiles that are more in line with reality than ever before. This is expected to lead to communication and service design that are tailored to the individual context of each consumer.

Going forward, we will consider implementing this into services and products that capture consumers' latent needs with a higher level of detail. CCC and V POINT MARKETING will continue to work with Matsuo Institute to implement "AI that thinks from a human perspective" and create new value that will be useful for future lifestyles and society.

■Documents related to this matter

A joint research paper by CCC, V POINT MARKETING, and Matsuo Institute has been accepted for the "2026 Annual Conference of the Japanese Society for Artificial Intelligence."

■Inquiries regarding this matter

Culture Convenience Club Co., Ltd.
Public Relations Department TEL: 045-522-8154 / MAIL: inquiry@ccc.co.jp
Inquiry form:https://www.ccc.co.jp/info/press/

V POINT MARKETING Co., Ltd.
Corporate Planning & Public Relations Group TEL: 045-522-8174 / MAIL: cccmkpr@ccc.co.jp
Inquiry form: https://vpoint.co.jp/contact/press/