[AI Marketing Daily] Summary of Key Trends for 2026-10-23｜べっく(AIマーケ翻訳家)

Issue Date: 2026-10-23 | Summary of Key AI Marketing Trends from Yesterday and Today

[Today’s 3 Major Trends and Key Messages]

1. From ‘Tool Adoption and Trial’ to ‘Generating Business Results and ROI’

As seen in the practices of leading companies like Panasonic Connect, LY Corporation, and MISUMI, AI utilization has moved past PoCs and one-off efficiency gains, fully transitioning into a phase directly linked to management profits and business outcomes. As MISUMI President Shimizu describes the concept of ‘assigning employee IDs to AI,’ the key to success lies in building systems that deeply integrate AI into organizational structures and business processes to ensure tangible ROI.

2. The Tectonic Shift in Search and Customer Acquisition: Moving from SEO to ‘GEO, AEO, and AIO (AI Search Optimization)’

With the rapid adoption of generative AI search (Perplexity, ChatGPT Search, Google AI Overviews), traditional keyword SEO is losing its effectiveness. With the release of GEO reports in the Asia-Pacific region and major real estate companies beginning AIO initiatives, the ‘primary information structuring strategy’—designed to ensure AI models select, cite, and recommend a company’s content as a trusted source—has become the most critical agenda determining corporate success.

3. Balancing Autonomous Advertising Creative Generation with ‘AI Content Trustworthiness’

AI utilization in the creative field is making dramatic leaps, such as Dentsu Digital’s use of generative AI to create video ads with over 50% completion rates. At the same time, as Optimizely warns of ‘declining consumer trust in marketing due to the surge in AI usage,’ there is a strong demand to avoid brand damage caused by mass-generated AI content while ensuring transparency and unique human value.

[Thematic Trends and In-depth Analysis]

1. Management and Organizational Strategy: Building Organizations that ‘Produce Results’ with AI and Upskilling

While corporate AI investment is expanding, many companies face the wall of ‘AI adoption not leading to company-wide profit or increased corporate value.’ MISUMI has embarked on structural reforms by assigning employee IDs to AI to handle autonomous tasks, and companies like Panasonic Connect and LY Corporation are rushing to build systems where every employee, well-versed in their operations, can create and master AI. Rather than tool operation training, a ‘systematic upskilling strategy’ that elevates prompt design, data interpretation, and the validation of AI output will determine corporate survival in the next decade.

[Related Sources]

2. Search and Next-Generation Customer Touchpoints: Transitioning to GEO/AEO/AIO and Agile Implementation (FDE)

As search behavior has shifted drastically from ‘browsing blue links on a search engine’ to ‘seeking recommendations through dialogue with generative AI,’ corporate web marketing strategies are being fundamentally overturned. Recent surveys show that about 10% of the real estate industry has already begun AIO initiatives, and market interest is surging, evidenced by the release of GEO reports on brand visibility in the Asia-Pacific region. Furthermore, systems like the FDE (Field-Deployed Engineer) proposed by Hitachi—where engineers are stationed alongside marketing teams to implement AI solutions in an agile manner—are becoming the key to winning in the rapidly changing AI search environment.

[Related Sources]

3. Advertising, Creative & Brand Trust: Video AI and Brand Safety

Dentsu Digital has demonstrated high engagement results, with a video completion rate of over 50%, through the innovation of the video advertising production process using generative AI. However, at the same time, as Optimizely, a leader in A/B testing, warns, the abuse of AI-generated content is a double-edged sword that can lead to consumer distrust of advertising and marketing in general. As seen in the issue of ‘excessive dependence of young people on AI character chats’ reported at CHI 2026 and the ‘voice rights protection’ initiatives by NTT West, there is a strong demand for a balance that ensures transparency and brand ethics while achieving advanced personalization and emotional connection.

[Related Sources]

[Actionable Insights for Business and Marketing Practice]

• Redesigning performance KPIs: Build an AI pipeline that directly links to ‘business negotiation conversion rate,’ ‘closing speed,’ and ‘customer LTV’ rather than just operational efficiency.

• Immediate start of GEO/AIO measures: Verify how your service is summarized by ChatGPT Search or Perplexity, and proceed with structuring primary information that LLMs will choose.

• Division of roles between AI and humans in creative: While leaving mass generation of videos and copy to AI, it is recommended to establish a governance system where humans are responsible for brand worldview, ethics checks, and extracting consumer insights.

[List of Today’s Collected Articles (Total 20)]

1. Hakuhodo DY – Continued growth, started providing AI transformation services to support business growth – Yahoo! Finance (Web / 16:34)

2. ‘Personalized video automatic composition technology’ that automatically composes live video tailored to each individual’s preferences using AI… (Web / 16:21)

3. Notice regarding the start of AI infrastructure and GPU compute service provision – DataSection Inc. (Web / 15:37)

4. What is ‘writing ability’ in an era where you don’t write yourself? – Fast formatting with AI, the content of thinking is questioned – Bloomberg (Web / 15:05)

5. Generative AI company Anthropic tests Claude Duet, a business support agent with purchase approval functions (Web / 14:55)

6. Does generative AI create ‘wants’? Part 2 – Will generative AI become the ‘Doraemon’ of shopping? (Web / 13:10)

7. Expanding Attack Surfaces with the Proliferation of AI Agents: Palo Alto Networks Explains the AI Risks and Control Essentials Enterprises Must Face (Web / 13:03)

8. Uber Partners with OpenAI to Deploy ChatGPT Work to All Employees (Web / 12:40)

9. Hakuhodo DY Group Launches AI Transformation Service with a Team of FDE Specialists to Support Business Growth (Web / 12:36)

10. Following the Examples of TDK and Fujifilm: Waseda University Graduate School Professor Ikegami Discusses the Importance of “Realigning Strategy and Organization” (JBpress / 12:05)

11. The Marketing Fundamentals Valued by IKEA’s CMO: What Makes a “Brand That Can Compete with AI” – DIGIDAY [Japan Edition] (Web / 12:03)

12. Ranked #1: “The Hotel Monterey Chosen by Generative AI: The Secret Strategy That More Than Doubled ChatGPT Recommendation Rates” [Digima … (Web / 11:47)

13. AXXZIA Enters the Generative AI Business: A New Business Pillar Following Cosmetics and Health Foods – Weekly Shogyo (Web / 11:00)

14. “If you understand, you move forward.” How was it born? Behind the scenes of the “Revoria Cloud Marketing” promotion revamp (Web / 10:10)

15. “Will AI Make Engineer Dispatching Unnecessary?” We Asked Companies for Their Take: The Skills in Demand Are Clearly Changing (ITmedia / 10:02)

16. 5 Metrics to Prove the Business Value of AI Strategy – CIO (Web / 09:55)

17. How to Move an Organization That “Isn’t Having Problems Yet”? Learning from Murata Manufacturing and GO: Marketers in the Zero-Click Era … (Web / 09:10)

18. Digital Identity Inc. Adds “Brand …” to LLMO Analysis Tool “Forté.AI LLMO Analytics” (PR TIMES / 09:05)

19. Entry-Level Jobs Decline and Senior Roles Increase at US Banks: Changes in Employment in the AI Era – Bloomberg (Web / 08:36)

20. Hearing from “History-Rich” Yayoi and “New Entrant” Genspark: The Core of B2B Branding That Gets Chosen in the AI Era (Web / 08:09)