日本語 
NTT DOCOMO, Japan’s top mobile operator, is changing the Digital Out-Of-Home media scene. They are using a new artificial intelligence solution. This new method automates the ad review process for digital signs and large displays. It boosts efficiency in a fast-growing sector. By leveraging large language models, NTT DOCOMO is paving the way for a more streamlined and effective DOOH industry.
DOOH advertising is growing. It includes billboards, public transit screens, and urban digital displays. This trend gives brands fresh ways to connect with consumers. They can go beyond just broadcast and online methods. This growth has made pre-publication reviews more complex and voluminous. So, it’s essential to ensure content credibility and meet regulatory standards. NTT DOCOMO’s AI solution tackles these challenges head-on. It’s a key tool for the future of DOOH advertising. DOCOMO’s latest solution aims to reduce advertiser review workloads by more than 30 % by applying cutting‑edge generative AI technologies.
Why This Matters for the Advertising Industry
Traditionally, DOOH ad review processes involve multiple manual checks, including:
Confirming advertiser credibility
Verifying compliance with legal and industry guidelines
Evaluating potential reputational or regulatory risks
Managing thousands of placements across cities and regions takes a lot of time and people. DOCOMO’s solution uses AI to automate tasks, making decisions faster and more consistent.
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Advertisers want to launch digital campaigns quickly, so automating workflows is crucial. This saves money and increases productivity without sacrificing quality. Companies can now meet tight deadlines and reduce backlogs that slow them down.
How the AI‑Powered Solution Works
The new platform leverages several key technologies to improve accuracy and speed:
Web search‑based grounding technology that allows AI to retrieve up‑to‑date information from online sources in real time
Automated generation of company profiles, including essential business data
AI‑enabled legal compliance analysis that cross‑references regulations with advertiser information
Risk assessment output that flags potential issues affecting brand or media safety
Media‑specific competitor analysis to contextualize review decisions based on industry norms and standards
By combining these capabilities, the solution can emulate expert review judgment — generating comprehensive review results with supporting explanations. This accelerates workflows while maintaining transparency and reliability in advertising decisions.
Broader Implications for Telecom and AI
DOCOMO’s strategy shows a big change in the industry. Telecom operators are moving beyond simple connectivity. They are becoming AI-driven digital solution companies. This change matches a larger trend. Telecom companies are adding advanced AI to many services. These go beyond standard network options. They now include smart enterprise software, automation solutions, and specific edge AI apps.
Across the NTT Group, for example, DOCOMO and related entities are pushing innovation in wireless technologies (including pre‑6G AI trials) and network intelligence, showcasing how AI is shaping future communication infrastructures. Recent studies and field trials show that AI-powered wireless interfaces can double throughput. This improvement happens in complex outdoor settings. This is a promising step toward next-generation 6G systems.
DOCOMO is diversifying into AI-driven advertising. This move shows its plan to use its tech strengths and data to enter new markets. These include digital media, customer engagement platforms, and enterprise automation.
Impact on Businesses and Advertisers
Advertisers and media owners will gain substantial advantages from this innovative solution:
Automated reviews lower operational costs. They cut down on labor-intensive manual checks and reduce costs for each placement.
AI speeds up campaign deployment. This means quicker turnarounds and helps brands grab chances in fast-changing markets.
The system’s smart analysis keeps up with different legal and content rules. This helps boost overall safety.
As DOOH networks grow in cities, the solution manages high volumes well. It doesn’t need more staff to keep up.
Media companies and outdoor advertising networks can use AI-driven review systems. This will speed up their processes. It will boost advertiser satisfaction. This makes DOOH platforms more competitive with digital and social media.
Future Developments and Roadmap
DOCOMO has indicated plans to expand capabilities further by extending AI automation to creative review workflows — enabling the system not only to validate advertiser credentials but also to assess visual content for regulatory and ethical compliance.
This next phase would incorporate visual AI and machine learning designed to handle complex video and graphical content inspections — a natural progression as DOOH ads become more immersive and multimedia in nature.
Conclusion
NTT DOCOMO’s AI‑powered solution for DOOH advertiser reviews represents a significant step in applying advanced AI to real‑world media operations. This innovation boosts the value of DOOH advertising for brands and media companies. It does this by automating manual tasks, improving compliance, and speeding up review cycles. Telecom operators are embracing AI. Solutions like this create a future with advanced connectivity, smart systems, and automated media. This will create more dynamic and efficient digital experiences.
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