In the era of AI, enterprises are facing a fierce tension between "short-term KPIs" and "long-term value creation". In this context, on September 10, 2026, four companies under Dentsu Group jointly released a new consumer behavior model for the AI era called "AIJES".

AIJES consists of five core components: Archive, Interaction, Judgment, Engagement, and Score. This model depicts the next generation of consumption: AI and human work together. On the basis of efficient accumulation of information and in-depth dialogue, the final decision still needs to rely on human intuition and ethical judgment; The evaluation results generated from this will be shared and jointly built by the entire society.

This article starts from the perspective of daily needs and uses the AIJES model to deeply analyze the challenges of developing a global high-quality eco-friendly bag project with the help of influential coach Zheng Yan, renowned painter Yu Chunming, and travel equipment consultant expert, from open innovation to product implementation.

Yu Chunming's work "The Road Home" collaborates with experts to create an "eco-friendly bag" No.1 made from recycled PET bottles

1.35 years of accumulated trust

As the first step of AIJES, "Archive (Information Accumulation)" embodies "transforming the trust chain into a co creation value chain" in this project. This is not simply a pile of data, but a deep accumulation of "life needs" and "trust". As emphasized by Stanford Business School, "What truly touches people's hearts is never numbers, but stories." Behind any outstanding product, there must be its unique spiritual narrative.

The story of this eco-friendly handbag can be traced back to Beijing in 1991. At that time, Zheng Yan, who was serving as the secretary to the general manager of Tianqiao Hotel, met the yet to be famous painter Yu Chunming and successfully held his first art exhibition at the hotel where he worked - this was seen as the starting point of the project. Now, in 2023, it has turned waste into treasure overseas and continues in the "Mori Art Museum" transformed from an abandoned greenhouse.

The works in Yu Chunming's solo exhibition "Kaen" blend the spiritual imagery of ancient Eastern dwellings with universal aesthetic language, symbolizing the return of the soul and radiating warmth and brightness. This artistic charm that transcends cultural boundaries has attracted numerous international political and business celebrities, including former British Prime Minister, for the past forty years. It is this profound artistic heritage and humanistic care that constitute the soul of the product.

In the wave of globalization, modern people often feel like floating duckweed with no one to rely on. The sense of belonging and warmth carried by "home" and "nature" has been tempered over 35 years and internalized as the most precious trust asset of this eco-friendly bag.

Interaction - Listening to Real User Needs in the AI Era

In the "Interaction" stage, consumers explore solutions through questioning and feedback. The functional aesthetics of this eco-friendly bag stem from a deep listening and response to users' pain points.

For overseas Chinese, gift giving is a high-frequency demand, but they often face practical challenges such as "high tariffs on packaged gifts," "inconvenient to carry due to their large size," and "bags with brand logos that are difficult to reuse or dispose of. In response to these demands, the team is continuously improving and developing an environmentally friendly shopping bag that can be sent in a standard envelope along with letters, is lightweight and aesthetically pleasing.

In addition, the project team conducted in-depth research on the distribution of millions of environmentally friendly bags by a large home appliance retailer. Despite its advantages of being lightweight and capable of carrying up to 10 kilograms, issues such as poor plastic texture, easy dirtiness and non machine washability, and cheap appearance are also evident. Based on this, the product ultimately established four core standards: ten-year durability, 10kg load-bearing capacity, support for machine washing, and integration of Eastern and Western aestheticsLightweight BeautyDesign.

Judgment - Guided by the "Unity of Righteousness and Benefit" and "New 4Ps" for Business Decision making

Judgment "emphasizes that among the diverse options provided by AI, humans make the final decision based on intuition and ethics. On August 15, 2026, China officially implemented the world's first Ecological Law, marking a critical stage in the transformation of sustainable lifestyles. The decision to create products that are friendly to both humans and the earth is timely.

This move reflects the courage required to break through Stanford University's warning of "maintaining the status quo bias", and also practices the "New 4Ps" concept advocated by Zheng Yan, who has been advocating for good influence since 2019- People, Purpose, Platform, Product, and CCSV (Collaborative Sustainable Value) principles.

We completely abandon the traditional profit oriented model: 100% of the packaging is made of recycled materials; And the art handbags that were originally priced at thousands in international luxury brands will be promoted to the public at affordable prices. This decision is not to serve a few elites, but to enable consumers of all ages to integrate art into their daily lives - this is a vivid practice of the unity of justice and interests.

Participation - Building an Open Innovation Ecosystem Without Boundaries

Engagement is the core stage of co creating value between businesses and consumers. This project brings together multiple forces: Mr. Yu Chunming, the IP holder, Mr. Zheng Yan, the chief planner and influential coach of Xiangshan, as well as our columnist, and a professional team with 30 years of experience in luggage manufacturing from the global sustainable brand "INOK" and its parent company "UTC Expert". Together, they have built an open and collaborative innovation ecosystem.

Yu Chunming and Zheng Yan fully undertook the cost of 100 tasks for the initial MVP (Minimum Feasible Product) testing and designed a zero inventory risk mechanism, allowing both IP parties and manufacturers to invest with peace of mind. Furthermore, the participation network has been extended to the field of social welfare: linked with the public welfare activities in Mianzhu, Sichuan in September 2026, and connected to the "INOK Classroom" co benefit project during the 2025 World Expo. Every purchase becomes an action to participate in solving social issues.

Rating - Measuring sustainable social impact, planning to track carbon footprint from 2026 to 2030, combined with consumer ratings, for long-term evaluation.

Score "focuses on how a product can win sustained social recognition in the medium to long term. The true value indicator of this eco-friendly bag is not the short-term return on investment (ROI); As stated in the Stanford course, 'Caring hearts can also create benefits' - the true rating comes from the resonance deep in people's hearts.

This is not only reflected in the physical durability of "ten years of use", but also in the spiritual comfort brought by the "deep affection for home and homeland" contained in Yu Chunming's art. The product itself has become a life narrative of "self-interest, altruism, and benefiting society": when users put it in a washing machine to clean and see it rejuvenated, they truly experience the power of "business for good". This is the ultimate score that consumers can see and touch.

At present, the first prototype has been purchased with Zheng Yan at the vegetable market in Mianyang, received guests at Beijing restaurants, and walked around the city and mountains. Although challenges still exist, it is gratifying that it not only has good appearance, but also is more user-friendly, in line with the "lightweight beauty" design, with a capacity far exceeding what is seen on the outside, and is durable.

Ending

Zheng Yan has been deeply involved in Japanese, Chinese, and American companies such as Tianqiao Hotel, Accenture, and Dentsu Group for more than 30 years. After graduating from a multinational corporation in April this year, I have been a coach of positive influence and have been appointed as a director and mentor of the UTC-ESG Research Center.

The development of the "Yu Chunming Environmental Protection Pack" started in June, and on September 1st, the prototype version 1 was purchased and is currently undergoing actual cross-border testing; At the same time, we are making every effort to optimize version 2 for enterprise users and promote its large-scale production.

After watching the AIJES consumer model demonstration for the AI era released by Dentsu Group, I was deeply inspired. This model not only accurately captures the pain points of global consumer decision-making in the AI era, but also reveals the true source of value: 35 years of trust with Professor Yu Chunming, 6 years of sustainable co creation with experts, warm memories of hometown through ancient dwellings, and people's simple intuition to improve society.

As advocated in the promotional poster for the "Ecological Law" at the Chinese Library on August 15th, start with small things around you with eco-friendly bags.

Starting from insights into life needs, understanding consumer decisions, referring to models, and conducting product research and development, production, and sales evaluations, sustainable business decisions can avoid detours.

What we have created is far more than just an eco-friendly bag - it is more like a warm and resilient 'talisman', allowing backpackers to feel the warmth of their 'hometown' in any corner. Joining hands with like-minded individuals to create value, this open innovation journey is endless.