Have you ever wished your online shopping experience was less about endless scrolling and more about... well, you? Imagine an assistant that knows your style, understands your needs before you do, and helps you find the perfect item effortlessly. That's not science fiction anymore; it's the future Japanese eCommerce leader Rakuten is building with its new agentic AI platform.
Meet Your AI-Powered 'Brain Twin'
Rakuten is rolling out a next-generation AI designed to be more than just a chatbot. They call it a “brain twin”—an AI-powered alter ego that learns your preferences, acts on your behalf, and helps you achieve your goals. This is the core of agentic AI: it doesn’t just answer questions; it takes action. The platform aims to unify Rakuten's vast ecosystem of services, from eCommerce and FinTech to travel and entertainment, into a single, intelligent interface.
For shoppers, this means a radically simplified and personalized journey. Starting this fall on the Rakuten Ichiba marketplace, you'll be able to take a photo of a pair of pants you like, and the AI will find a similar style in your price range. No more guessing keywords or fiddling with filters. The AI will anticipate your needs based on your past behavior and data, making discovery intuitive and fun.
The Spirit of 'Omotenashi'
At the heart of this technological leap is a deeply cultural concept: omotenashi. This Japanese term represents the pinnacle of hospitality—a level of service that anticipates needs and provides for them with genuine care. Rakuten's goal is to embed this philosophy into its digital experience. “Rakuten AI isn’t just about answering questions—it’s about supporting your life journey,” explains Caitlin Cai, head of product at AI Lab, Rakuten Asia.
Empowering Businesses, Big and Small
This AI revolution isn't just for consumers. Rakuten is also equipping its merchants, particularly small and medium-sized businesses (SMBs), with powerful tools to thrive. Merchants already have access to a beta version of the RMS AI Assistant, which helps draft responses to customer inquiries, saving time and improving efficiency. Other tools include:
- R-Storefront: An AI image editor that creates professional product photos with custom backgrounds.
- AI Chatbots: To interact with shoppers and provide instant support.
- R-Karte: A data analysis tool that summarizes sales trends, giving merchants actionable insights.
By developing its own Large Language Models (LLMs) optimized for the Japanese language and culture, Rakuten ensures its AI is not only powerful but also contextually aware and efficient.
What's on the Horizon?
The journey is just beginning. Rakuten envisions a future with scenario-based “AI friends”—persona-driven assistants that can help with more complex tasks, like planning an entire vacation or creating a personalized fitness routine. The focus is on building long-term relationships with users by moving from simply understanding requests to anticipating needs.
As Risa Takahashi, a senior manager at Rakuten, notes, “Many stores with high inquiry volumes or small teams have shared how AI has made things easier and improved their efficiency.”
Key Takeaways:
- Agentic AI is Here: Rakuten's platform goes beyond chatbots to take action on your behalf.
- Hyper-Personalization: The AI acts as a 'brain twin,' learning your preferences to create a unique shopping experience.
- The Goal is 'Omotenashi': The technology is driven by the Japanese philosophy of ultimate hospitality.
- SMBs Get a Boost: Merchants gain access to AI tools for customer service, marketing, and data analysis.
- The Future is Integrated: Rakuten plans to expand its AI to assist with complex life tasks, from travel to fitness.