Tokyo, Japan, May 27, 2025 — NEC Corporation (NEC; TSE: 6701) today announced the launch of BestMove, a cloud-based marketing strategy planning solution that utilizes multiple AI technologies―including generative AI―and consumer purchase data. The service will be available starting June 16, 2025.

BestMove provides marketers with deep insights into customer responses to specific products and services, and proposes optimal action plans through a comparative evaluation of multiple strategic options.

By supporting the entire workflow ― from customer analysis and strategy planning to effect forecasting ― in a single platform, BestMove empowers marketers to make confident decisions. It also contributes to talent development and productivity improvement through structured knowledge sharing.

Corporate marketers (in areas such as promotion, public relations, product planning and sales promotion) often rely on various types of data such as market research and awareness surveys. However, the lack of strong correlations among these datasets makes it difficult to determine how to promote products or to predict the outcome of promotions.

To address this challenge, NEC has integrated more than 10 advanced AI technologies into BestMove, enabling users to easily devise optimal strategies and make confident decisions.

Key Features of BestMove

1. Understanding of target customers based on purchase data

By combining NEC's unique "Consumer attribute expansion technology" (*) with diverse consumer purchase data from sources that include credit cards and ID-POS, it is possible to obtain understanding of preferences (psychographic attributes) and demographic attributes across all industries and business types from purchase data, which was previously difficult to achieve.

Additionally, NEC has implemented technologies to identify customers who show interest in specific products or services, enabling users to uncover customer characteristics and latent needs, thereby achieving deeper customer understanding and providing new insights.

Furthermore, users can freely define unique customer clusters using natural language, such as "people who like XXXX," enabling customer analysis that incorporates detailed personas.

2. Develop high-quality strategies and support marketers' decision-making

By integrating NEC's proprietary AI for insight generation, article evaluation and other AI functions, it is possible to develop high-quality measures that are tailored to customer preferences and clearly present the reasoning behind them.

In addition, by utilizing AI technologies, it is possible to estimate the extent to which each strategy is likely to elicit a response from customers.
Furthermore, the solution performs Fermi estimation on each strategy proposal based on factors such as market size, sales, awareness, and customer acquisition, in order to provide a "Decision board" that visually illustrates which strategy proposals are relatively more effective.

3. Sharing strategy-making processes contributes to the development of human resources the improvement of productivity

The solution builds a strategy-making database that enables new and inexperienced employees to refer to the concepts and design methods of past strategies, contributing to the development of human resources and the improvement of productivity, while also providing an environment for effective knowledge sharing.

BestMove was created as part of new business development through "NEC Open Innovation," which promotes collaboration with a wide range of start-ups and partner companies. Through this development of innovative technologies and cross-domain collaboration NEC will continue to create social value for communities throughout the world.

NEC offers end-to-end digital transformation (DX) services, from strategy and concept consulting to implementation-focused offerings, based on the three pillars of business models, technology, and organization/talent. In the company’s shift from a traditional systems integrator to a "Value Driver," NEC redesigned its value creation model under the name "NEC BluStellar," which leverages NEC's cutting-edge technologies, developed and refined through years of experience and proven cross-industry expertise, aiming to transform business models, address social challenges, resolve management issues faced by customers, and lead them into a brighter future.

BestMove will also be offered as part of the BluStellar brand, driving transformation in corporate marketing activities through the use of AI and data.

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About NEC Corporation
NEC Corporation has established itself as a leader in the integration of IT and network technologies while promoting the brand statement of “Orchestrating a brighter world.” NEC enables businesses and communities to adapt to rapid changes taking place in both society and the market as it provides for the social values of safety, security, fairness and efficiency to promote a more sustainable world where everyone has the chance to reach their full potential. For more information, visit NEC at https://www.nec.com.