Dentsu Lab
Dentsu Lab is a global creative R&D network within Dentsu Group that designs and prototypes technology-driven brand experiences and social impact projects for enterprise clients across financial services, automotive, retail, telecom, and cultural sectors.
- Company typePrivate
- Founded2014
- HeadquartersTokyo, Japan
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Dentsu Lab does
Dentsu Lab is the creative research and development network of Dentsu Group (TSE:4324), founded in Tokyo in 2014 by Global Chief Creative Officer Yasuharu Sasaki to bridge frontier technology with brand and social impact work. The network operates physical lab spaces in Tokyo, Amsterdam, London, Warsaw, Mumbai, Bengaluru, and Gurgaon, providing bespoke R&D services that combine emerging technologies (AI, VR/AR, blockchain, biometrics, EEG, adversarial ML, generative AI) with design and strategic thinking for enterprise clients across financial services, automotive, retail, pharma, FMCG, luxury, telecommunications, and cultural institutions.
The core portfolio consists of named prototype projects (Project Humanity, Waves of Will, Bullying Decoder, Garuda Rakshak, Motorola Deep Connect, Unfiltered History Tour, Hug of Life, °Curation, Safety Pram of the Future, Sound Backpacks, Mind the City, Karwei Style Studio) plus productized offerings such as Protofest training and The Innovation Paradox research report. Delivery is augmented by Dentsu Creative's Technical Delivery Centre of Excellence, a shared engineering team operating across Japan, Brazil, India, Hungary, and Poland. The portfolio demonstrates demonstrated technical breadth spanning brain-computer interfaces, conversational AI, computer vision, multimodal generative systems, and edge/offline connectivity.
Commercially, Dentsu Lab operates on a project-based professional services model with bespoke pricing, no publicly disclosed fees, and no recurring or SaaS component. Revenue primarily flows from enterprise client engagements, supplemented by selective licensing and open-source proof-of-concept releases (e.g., Safety Pram code on GitHub). The market is sold through direct enterprise engagement, regional hub relationships, and technology partnerships (notably Microsoft as the anchor for London), with brand awareness built through Cannes Lions, D&AD, SXSW, and Fast Company recognition. Financial figures are not publicly disclosed as Dentsu Lab is reported as a private operating unit within the publicly traded Dentsu Group.
Dentsu Lab firmographics
Firmographics- Name
- Dentsu Lab
- Legal name
- Dentsu Lab
- Website
- https://dentsulab.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Dentsu Lab is a global creative R&D network within Dentsu Group that designs and prototypes technology-driven brand experiences and social impact projects for enterprise clients across financial services, automotive, retail, telecom, and cultural sectors.
- Ownership category
- akta.pro rank
Dentsu Lab industry classification
Industry- Product category
- Creative R&D and Innovation Consulting Services
- NAICS
- Scientific Research and Development Services (5417), Professional, Scientific, and Technical Services (541)
- SIC
- Services-Management Consulting Services (8742), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Prompt Engineering, Orchestration & LLMOps Tooling (HDAAACAD)
- akta.pro secondary industry
- Voice Cloning, Dubbing & Audio Generative Media (HDAAAFAK)
Keywords
Where Dentsu Lab is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices7 records
Markets served
Dentsu Lab business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Creative R&D Services: Dentsu Lab provides bespoke creative research and development services to enterprise clients, co-creating innovative products, solutions, and experiences. Projects are typically client-commissioned with specific deliverables, working across sectors including FSI, automotive, retail, pharma, FMCG, and luxury. Revenue comes from project fees for innovation consulting, prototyping, and implementation.
- Technology Development and Licensing: Development of proprietary technologies and solutions that may be licensed or deployed across dentsu's client base. Open-source releases (e.g., Safety Pram code on GitHub) serve as proof-of-concept demonstrations that attract future paid engagements.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Dentsu Lab product offering
Product offeringCore offering
Dentsu Lab is a global creative research and development network that blends R&D methodologies with creative, design and emerging technology (AI, VR/AR, blockchain, biometrics, generative AI) to co-create innovative experiences, products and solutions for enterprise clients. Engagements are bespoke, project-based commissions that typically include rapid prototyping (3-week innovation sprints), technology development, and applied deployment across sectors such as financial services, automotive, retail, pharma, FMCG, luxury, and cultural institutions. The network sells no SaaS or licensed software product; revenue is earned from professional service fees on client-commissioned creative R&D projects, with select proprietary technologies open-sourced (e.g., Safety Pram on GitHub) or licensed.
Product overview
Dentsu Lab operates as a global creative R&D network offering a portfolio of innovation services, methodologies and technology-powered solutions rather than a single unified product. Founded in Tokyo in 2014 and now with labs in London, Amsterdam, Warsaw, and Mumbai, the network provides creative strategy, rapid prototyping, and emerging technology development (AI, VR/AR, IoT, blockchain, biometrics) to clients across sectors including FSI, automotive, retail, pharma, education, and arts. The portfolio includes core creative R&D methodology, proprietary techniques like the Bullying Decoder and Project Humanity brain-computer interface system, and specialized offerings like Protofest training programs and The Innovation Paradox research reports. Client projects such as Tokonoma, Unlabeled, Waves of Will, and Hug of Life demonstrate applied capabilities in generative AI, computer vision, speech/audio processing, and multimodal AI systems.
Differentiator
Problem solved
Functional benefit
Products and services
- Dentsu Lab Creative R&D Network Global creative research and development network blending research methodologies with creative, design and emerging technology (AI, VR/AR, blockchain, biometrics, generative AI) to co-create innovative experiences, products and solutions for enterprise clients across sectors including FSI, automotive, retail, pharma, FMCG, and luxury. Deliverables are bespoke and typically include 3-week innovation sprints, rapid prototyping, technology development, and applied deployment.
- Protofest Creative technology skill-building program combining learning sessions with hands-on application through skill-building workshops, talks and idea coaching on emerging technologies like AI and VR, typically delivered for client teams and partners.
- Bullying Decoder AI Solution AI system that analyzes classroom audio feeds from existing CCTV systems to detect patterns of verbal bullying by analyzing tone, conversational intensity and repeated patterns, while maintaining privacy-first principles with no recording storage and fully anonymized outputs. For schools and educational institutions.
- Project Humanity Digital avatar platform combining brainwave (EEG) and electromyography (EMG) sensors to enable people with ALS and other disabilities to operate software, navigate digital environments, and express themselves through choreography and live performance.
- Waves of Will Brainwave-driven live dance performance system using EEG-based avatar control technology that enables people with ALS to express themselves through real-time holographic performance, with multiple-choice grid navigation to select choreography.
- Garuda Rakshak Drone Search-and-Rescue System Offline drone-powered search-and-rescue solution using ultra-low frequency (ULF) communication that operates without mobile networks, enabling precise tracking with minimal data across large areas (4000+ hectares) for public safety deployments at large gatherings.
- Hug of Life Hot water bottle with embossed Godhna tattoo patterns guiding breast self-examination movements, combining traditional Indian cultural symbolism with health education messaging for early cancer detection, designed to support women's health education campaigns.
- UNLABELED Adversarial Camouflage Patterns Adversarial patch technology creating textile patterns designed to evade AI-based surveillance cameras and customer analytics systems, using adversarial pattern techniques to induce misrecognition in computer vision AI for personal identity protection.
Quantifiable outcome
- 54% reduction in verbal bullying incidents, 76% reduction in high-impact bullying incidents
- +7 more outcomes
Companies that use Dentsu Lab
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles4 records
Dentsu Lab technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability16 records
Feature10 records
Dentsu Lab partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor, core and flagship.
- ibebe (Pram Manufacturer)minorDentsu Lab Warsaw collaborated with ibebe, a pram manufacturer, to create the Safety Pram of the Future prototype equipped with advanced safety systems inspired by automotive technology.
- UK for UNHCRminorDentsu to launch a hackathon for good with leading tech developers to support UK for UNHCR, the UN Refugee Agency. Initiative demonstrates commitment to social impact alongside commercial work.
- MicrosoftcoreMicrosoft is the first technology partner for Dentsu Lab in London, empowering clients to create more dynamic, data-driven, and scalable innovations. The partnership provides technology infrastructure supporting client projects across the global lab network.
- OnflagshipDentsu Lab London launched with On as one of the first brand partners, offering opportunity to push creative boundaries, experiment with cutting-edge technology, and create innovative experiences.
- VirginflagshipDentsu Lab London launched with Virgin as one of the first brand partners, offering opportunity to push creative boundaries, experiment with cutting-edge technology, and create innovative experiences.
- Coal Mining Authorities (India)minorMotorola Deep Connect deployment involved collaboration with coal mining authorities in Dhanbad, India. Infrastructure including unique frequency modules were installed underground with surface receiving stations.
- VedantuflagshipThe Everything Book was created with Vedantu, India's leading e-learning platform, to democratize education by connecting disconnected children with learning through a cloud-based AI packet broadcaster combining weak 2G networks into 4G connectivity.
- Wieka Orkiestra Świątecznej Pomocy FoundationminorCollaboration with Wieka Orkiestra Świątecznej Pomocy foundation to enable deaf people to experience live music at Pol'and'Rock Festival through MasterCard Sound Backpacks.
- Appropriate AudiencesminorCollaboration with Appropriate Audiences for VIAPLAY Inked by Max project - construction team that helped craft tattoo machine transforming F1 racing data into unique tattoo design.
- Academic and Artistic InstitutionscoreDentsu Lab maintains collaborations with leading academic, artistic and technology institutions as part of its innovation ecosystem. These partnerships provide access to specialized expertise and research capabilities.
- Dentsu Creative Technical Delivery Centre of ExcellencecoreAccess to capabilities of Dentsu Creative's Technical Delivery Centre of Excellence - a team of engineers working across hubs in Japan, Brazil, India, Hungary, and Poland to support technical implementation of projects.
Scale indicators18 records
Recent moves12 records
Expansion highlights7 records
Dentsu Lab competitors and assessment
Company assessmentDirect peers
- ustwo: ustwo is a global digital product studio that designs and builds digital products and experiences for ambitious brands, with a focus on emerging technology, accessibility, and social impact. Its studio-network model and technology-plus-purpose positioning closely mirror Dentsu Lab's approach.
- B-Reel: B-Reel is a creative technology agency that builds digital products, interactive experiences, and brand platforms using emerging tech (AR/VR, AI, data) for premium global brands. It is a strong peer in the bespoke creative-technology-services category that Dentsu Lab operates in.
- frog (frog design): frog is a global design and innovation consultancy (part of Capgemini Invent) that helps enterprises invent and launch transformative products, services, and experiences. It is a direct peer in offering creative R&D, emerging-tech prototyping, and strategy-to-execution services to enterprise clients across sectors.
- IDEO: IDEO is a design and innovation consultancy that combines human-centered design, technology prototyping, and strategy to help organizations solve complex challenges. It is comparable to Dentsu Lab in the design-led, prototype-driven, socially-impactful innovation model and enterprise client base.
- R/GA: R/GA is a global creative innovation network (part of IPG) that combines technology, design, and consulting to build transformative products and brand experiences. It is the closest functional analog to Dentsu Lab in scale and operating model - both run global lab networks serving Fortune 500 brand clients at the intersection of creativity and emerging technology.
- AKQA: AKQA is a design and innovation agency within WPP that builds digital products, services, and brand experiences for ambitious global clients. It is directly comparable in terms of premium positioning, technology-forward innovation work, and global brand-client focus (Porsche, Nike, FIFA).
- MediaMonks (Monks): Monks is a global creative technology production company that operates at the intersection of content, data, and emerging tech for enterprise brands. It is a particularly strong peer because multiple Dentsu Lab EMEA leaders (Ashley Knight, Pascal Rotteveel, Florian Root) joined directly from MediaMonks/Jam3, making the operating DNA directly comparable.
- Tool of North America: Tool of North America is a creative technology company that develops innovative digital experiences, interactive installations, and branded content using emerging technologies. It is a direct peer in the high-end creative-tech-prototype-for-advertising category that Dentsu Lab dominates.
Emerging players
- North Kingdom: North Kingdom is a Swedish creative technology agency that creates award-winning digital experiences, AR/VR installations, and interactive brand platforms. It is comparable to Dentsu Lab in the immersive-technology-and-brand-experience category with a similar track record of Cannes Lions and D&AD recognition.
- Resn: Resn is a creative technology studio based in New Zealand that designs and builds interactive digital experiences and installations for global brands. It is a strong peer in the craft-driven, technology-led creative-experience category, though smaller in geographic reach than Dentsu Lab.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Dentsu Lab social profiles
Digital presenceDentsu Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dentsu Lab leadership team
Management profileNumber of profiles
Profiles12 records
Dentsu Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dentsu Lab M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dentsu Lab
What does Dentsu Lab do?
Dentsu Lab is a global creative research and development network that blends R&D methodologies with creative, design and emerging technology (AI, VR/AR, blockchain, biometrics, generative AI) to co-create innovative experiences, products and solutions for enterprise clients. Engagements are bespoke, project-based commissions that typically include rapid prototyping (3-week innovation sprints), technology development, and applied deployment across sectors such as financial services, automotive, retail, pharma, FMCG, luxury, and cultural institutions. The network sells no SaaS or licensed software product; revenue is earned from professional service fees on client-commissioned creative R&D projects, with select proprietary technologies open-sourced (e.g., Safety Pram on GitHub) or licensed.
Is Dentsu Lab a public or private company?
Dentsu Lab is a private company. It is classified as corporate owned and is currently operating.
When was Dentsu Lab founded?
Dentsu Lab was founded in 2014. It employs 1 to 10 people.
Where is Dentsu Lab based?
Dentsu Lab is headquartered in Tokyo, Japan, in the Asia region.
How does Dentsu Lab make money?
Two revenue lines are on record. Creative R&D Services are the primary driver. The others are technology Development and Licensing.
Who are Dentsu Lab's main competitors?
Direct peers on record are ustwo, B-Reel, frog (frog design), IDEO, R/GA, AKQA, MediaMonks (Monks) and Tool of North America. Emerging players are North Kingdom and Resn.
Does Dentsu Lab have an API?
No public API is recorded for Dentsu Lab.
What industry is Dentsu Lab in?
Dentsu Lab's product category is Creative R&D and Innovation Consulting Services. Its primary akta.pro industry code is HDAAACAD, Prompt Engineering, Orchestration & LLMOps Tooling, with a secondary code of HDAAAFAK, Voice Cloning, Dubbing & Audio Generative Media. Its NAICS code is 5417 and its SIC code is 8742.