Tokyu Land and SoftBank Corp. Use Generative AI Avatars to Help Visitors Navigate Shibuya

The Greater Shibuya Area - which encompasses Shibuya, Harajuku and Omotesando - is a hot spot in Tokyo where work and play are closely intertwined. While destinations like the Shibuya Scramble Crossing - said to be one of the world's busiest pedestrian crossings - and Hachiko Statue are highly popular with people from all over the world, the Tokyo Metropolitan Government found that visitor satisfaction with dining and shopping facilities in the area is relatively low in comparison*.

To make the Greater Shibuya Area easier to navigate, and to boost visitor satisfaction, on November 11, 2024, Tokyu Land Corporation and SoftBank Corp. (TOKYO: 9434) launched a joint trial project that utilizes a digital touchscreen and location-based generative AI. The initiative, which builds on both companies' smart city expertise, runs until December 23, 2024.

The trial taps into the expertise of six unique AI avatars, who are pre-trained with data on the area to give visitors personalized, real-time recommendations for exploring Shibuya.

How helpful are the AI avatars? SoftBank News editors went to Shibuya to find out.

Six AI avatars from different walks of life guide visitors

The trial is being conducted at shibuya-san, a tourist information centre conveniently located on the ground floor of the Shibuya Fukuras building, where buses from Narita and Haneda airports arrive.

shibuya-san is equipped with temporary luggage storage facilities, power outlets, Wi-Fi and a currency exchange machine

Inside shibuya-san, a digital touchscreen displays six AI avatars from different walks of life.

The AI avatars have different perspectives and areas of expertise. Nami is a trend-following girl who loves shopping, and Sakura is a curious woman who loves to travel, with plenty of tips on international cuisine. Akira is a businessman who frequents bars and izakayas (Japanese style pubs) while Ryo is a culture and arts enthusiast with the inside track on entertainment spots. Ray is a 25 year old foreigner who has been in Shibuya for a number of years, and she accordingly brings a different perspective.

Last but not least is Shigeru, a 72 year old Shibuya old-timer. He has an extensive knowledge of Japanese restaurants in the area. In a laid-back manner, he recommends a variety of gastronomic options, including yakitori grilled chicken and ramen noodles.

The AI avatars speak in multiple languages - English, Chinese, and Korean and Japanese - making them easily accessible to visitors from around the world. The touchscreen displays are also multilingual.

Menus displayed in Chinese (left) and Korean (right)

Real-time recommendations change according to conditions in Shibuya

On the day of the visit it was raining, but the AI avatars proved resourceful despite the inclement weather. Equipped with real-time data on Shibuya's conditions, they suggested sheltered routes and indoor attractions, ensuring a pleasant experience. They also highlighted ongoing events, enabling visitors to discover exclusive, time-sensitive activities not featured in typical guidebooks.

Region-specific Generative AI: a New Model for Smart Cities

SoftBank News spoke with the project leaders from Tokyu Land and SoftBank to better understand the project's objectives.

From right: Yuki Nishida of Tokyu Land, responsible for area management in the Greater Shibuya area, and Yusuke Hioki of the Smart City Business Division and Hikaru Senoo of the Solution Development Division at SoftBank

Why did you choose Shibuya for this trial?

Nishida: The Greater Shibuya area attracts a lot of tourists. However, most visitors just stop at the Shibuya Scramble Crossing or Hachiko Statue and then move on to other areas like Asakusa or Ginza. The aim of this project is to boost visitor engagement and spending in Shibuya by showcasing its hidden treasures.

What led to the creation of the digital touchscreen that uses generative AI?

Hioki: While use cases for GPT-based generative AI have primarily focused on tasks like chatbots for operational efficiency, with this trial our aim is to establish a new model for urban development by leveraging AI. By tapping into the wealth of area-specific information held by Tokyu Land, we created six avatars that resemble Shibuya residents with generative AI, offering visitors the exciting experience of receiving personalized local tips. Unlike with standardized information, generative AI makes it possible to convey vivid, relatable and unique insights, enabling us to create experiences that resonate deeply with users.

What are the future prospects for this initiative?

Nishida: In addition to improving this system, we also see AI's potential to address challenges unrelated to tourism, such as disaster management in Shibuya.

Hioki: We believe that by utilizing a platform that integrates generative AI with urban operating systems, we can expand our approach to engage visitors even before they arrive in Shibuya, as well as extend the initiative to areas outside Shibuya. While this project takes the form of digital signage, we see potential in other user interfaces and plan to explore these as new challenges.

Senoo: We're currently utilizing real-time data, such as weather and event information, but as smart city initiatives expand and data becomes more readily available from various sources, we believe it'll be possible to develop systems that guide visitors to less crowded establishments. Cities are filled with a wealth of diverse data, and by leveraging real-time data and AI, we aim to create a more convenient urban environment, not only for tourism but also for broader applications.

This trial project, aimed at enhancing Shibuya's appeal and visitor satisfaction through the use of generative AI, is scheduled to run until December 23, 2024. Visitors are more than welcome to meet the unique AI avatars, each deeply familiar with all that Shibuya has to offer, so they can experience this innovative initiative firsthand.

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(Posted on December 4, 2024)
by SoftBank News Editors