What happened
Dentsu, Dentsu Digital, and SB Intuitions announced that they have built a dataset of over 110,000 ad copy evaluations by 64 Dentsu copywriters, as part of their joint research on a Japanese copywriting-focused generative AI.
Why it matters
In tested categories, the AI's automated evaluation showed a positive correlation with human copywriter judgments, suggesting it can learn copywriting expertise. However, the correlation dropped for untrained categories, revealing that prompt adjustment alone is not enough for broad application.
What to watch
The research paper, titled "Verification of LLM-as-a-Judge for Japanese catch copy evaluation," will be presented at FIT2026, held from September 2 to 4, 2026, in Kitakyushu.
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The joint research combines Dentsu's creative expertise and Dentsu Digital's AI solutions with SB Intuitions' domestic generative AI "Sarashina," built on SoftBank's AI computing infrastructure. This collaboration aims to create a generative AI that understands Japanese nuances and can produce emotionally resonant ad copy. The dataset and systematic evaluation criteria are early steps toward practical automated evaluation, but the drop in performance for untrained industries highlights the need for more data and model refinement. The findings will be shared with the academic community at FIT2026.
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