How GenAI boosts CX Design: Creating a Global Promotion for Expo 2025

Envisioning the Future: The Dynamic Infinity experience

Expo 2025 in Osaka, Kansai, will be Japan's first world exposition in 20 years, bringing together global expertise to tackle major societal challenges. As part of its participation, NTT Group will showcase a pavilion that envisions the future through cutting-edge technology.

In preparation, NTT has launched 'Dynamic Infinity,' an online content platform that allows users to explore the potential of future societies shaped by research and development advancements.

This initiative takes the form of a web application powered by generative AI, providing an interactive and immersive experience. The project has been driven by a team of designers, technologists, and engineers from Japan and Italy, including experts from Tangity^®, NTT DATA's global network which handles everything from design strategy to creative implementation and growth.

By merging technology and design, the team has created an advanced entertainment experience that invites users to engage with a vision of the future.

Image 1: A conceptual illustration of Dynamic Infinity

From Concept to Experience: Designing the Promotion

Phase 1: Defining the Concept

The first step in developing Dynamic Infinity was to establish the promotion's core concept, objectives, and target audience. To achieve this, the team conducted in-depth research to gain a deep understanding of NTT's vision for its Expo exhibit. A three-day workshop in Milan brought together NTT's Expo team to refine the concept, leading to the creation of visual assets and short promotional films that effectively communicated the project's essence.

Image 2: Scenes from the project, including the co-creation workshop in Milan, Italy

Phase 2: Experience Design

With the concept in place, the focus shifted to designing an engaging and easily understandable user experience. The team developed experience scenarios using personas and storyboards, which were then visualized through digital tools like Figma. They also produced short films to further illustrate the intended experience.

This strategy ensured that the promotional material resonated with a broad audience across different demographics and regions.

Image 3: A representation of the UX-UI design and implementation process using Figma

Phase 3: Implementation

The final stage of the project involved the technical execution of Dynamic Infinity. Front-end and back-end development was carried out while maintaining the core themes established during the design phase. The team introduced generative AI tools to create 360-degree images and generate prompts. Studios in Japan and Italy worked together to refine the user interface and experience through ongoing usability testing.

An online web application launched in January 2025, with physical installations following in Spring 2025 at NTT DATA Italia's Milan innovation center and the NTT Experience Center in San Francisco. The project will also have a dedicated space in the VIP Showcasing Lounge at the NTT Pavilion. The pavilion will be located on the island of Yumeshima in Osaka Bay during Expo 2025, offering visitors a hands-on experience of this AI-driven vision of the future.

Image 4: A concept of physical installations

Leveraging a Global Network for Innovation

One of NTT DATA's key strengths is our ability to harness a global network to drive innovation. In this project, collaboration across multiple regions enabled the team to develop high-quality, universally appealing content. Feedback from design studios in Europe, the US, China, and other locations was integrated early in the process, ensuring a broad and inclusive perspective.

Designing for Inclusivity and Accessibility

A major goal of the project was to create a culturally neutral, accessible experience. To achieve this, the team prioritized:

• Universal and futuristic visual design that transcends cultural and generational differences.
• Audio-visual storytelling that conveys key messages without relying on language barriers.
• Immersive sound design, incorporating background music and interactive audio elements to enhance engagement.

Interactive and Engaging Experiences

Rather than presenting static content, the project created an interactive space where users can actively participate. This was achieved through:

• Abstract visual expressions that allow for open-ended interpretation across different cultural backgrounds.
• Engagement mechanisms that immerse users in the world of Dynamic Infinity.
• Intuitive user interfaces that simplify navigation and enhance accessibility.

Beyond Expo 2025: The Role of Tangity in Global Design

While this case study focuses on NTT Group's work for Expo 2025, it also demonstrates the broader capabilities of Tangity, NTT DATA's global design consultancy. Tangity collaborates with clients worldwide to create user-centric experiences that drive business value by integrating design and emerging technology.

Through the Dynamic Infinity platform, users explore interactive, AI-powered scenarios, such as smart cities that adapt to human movement or digital assistants that enhance daily life. As they engage, they gradually assemble a personalized vision of the future. This structure transforms passive viewing into active participation, making each user a co-creator rather than a spectator.

Dynamic Infinity proves that blending technology, design, and AI-driven storytelling can translate complex future concepts into experiences people can see, shape, and interact with today. As Expo 2025 approaches, this initiative will offer audiences a glimpse into a future shaped by innovation, collaboration, and AI-driven design.