Service Provider Name
- NTT Urban Solutions, Inc. and NTT DATA Japan Corporation
As a service that participates in data utilisation initiatives, this service has conducted a VPIA in order to increase the transparency of data handling. In addition to the excerpts from the VPIA report, in which the service provider has assessed the benefits and privacy considerations when using their service, the results of a third-party assessment of the VPIA report are also available on this website. Please review this information for your reference when using this service. Click here to learn more about the VPIA.
VPIA Report
This service provider has conducted its own assessment of the value of the service, its data handling practices and its measures against the anticipated risks. The following are the excerpts from the report.
1. Service Values
（１）Service Outline
The EXPO2025 Personal Agent uses AI-assisted analysis of a wide range of data to recommend to each user a model itinerary for the day and activities they can engage in until the time of their booked admission to the next pavilion. It also provides information on the Expo site, including facilities and the status of congestion, and guides the user via the correct route to their destination so that they can get there without losing their way. Offering not only maps but also AR-based guidance, the Personal Agent allows the user to intuitively know which direction they should go, even if they are not very good at understanding maps. Moreover, it also collects ideas for a future society from visitors and uses AI to integrate them into collective wisdom in the form of artworks and abstracts, thereby helping share the ideas of 8.0 billion people on the globe.
Functions Provided
① Venue Guidance
The Personal Agent shows the locations of the user and various facilities on an Expo site map and provides facility information, including the availability of admission to relevant facilities.
② Route Guidance
The Personal Agent guides the user via the shortest route to their designated destination. (AR-based route guidance is also available.)
③ Facility Recommendations
The Personal Agent recommends to the user facilities that will fit their preferences by utilising data on their interests and bookings for admission to pavilions, events, etc.
④ Course Recommendations
The Personal Agent recommends to the user the optimal way to spend the day (itineraries) according to their preferences and bookings for admission to pavilions and events so that they can tour the site more efficiently.
⑤ A place for everyone to share future visions
The Personal Agent calls for users’ visions for a future society concerning given themes, verbalises and visualises them as collective wisdom, and make it available to users.
（２）Service Benefits
Benefits that can be provided to individual users
The Personal Agent likens the Expo site to a city, enabling every visitor to tour the Expo site in a smart, stress-free manner and optimising their experience, thereby increasing the value of their experience at the Expo.
| [Function 1: Venue Guidance] | We provide information on facilities such as pavilions and food and beverage, as well as event information and congestion information. You can check the congestion status of the entire venue area (50m x 50m) units, and the availability of reservations for pavilions/events that require reservations on the map, making it easier to plan ahead. |
|---|---|
| [Function 2: Route Guidance] | We will guide you from your current location to your destination within the venue using the optimal route. You can also set waypoints along the way, such as stopping by a restroom. Additionally, AR route guidance is available throughout the venue, making it easy for those who are not good with maps to intuitively understand the direction to proceed. |
| [Function 3: Facility Recommendations] | Based on AI preference estimation, we recommend the next actions such as pavilions and events that match your interests. These recommendations may lead to new discoveries that you wouldn’t have noticed on your own. |
| [Function 4: Course Recommendations] | AI considers the person’s preferences and movement efficiency to guide them through the best possible full-day tour. Even those who have not decided on specific facilities to visit can enjoy the expo all day. |
| [Function 5: A place for everyone to share their future visions] | The Personal Agent app will call for visitors to share their visions for a future society, which will be verbalised and visualised as collective wisdom and be made available to visitors. The content created through the participation of visitors as contributors will allow them to become aware that they are taking part in the creation of a common vision for a future society. |
Benefits that can be provided to society
| Opportunity to experience “Designing Future Society for Our Lives” | This service will provide the opportunity to experience a common vision for a future society, which is verbalised and visualised as collective wisdom, and to consider new forms of society. |
|---|---|
| Increased safety of the Expo site | This service will allow visitors to enjoy the Expo site while checking the status of congestion of facilities and other information, thereby preventing the concentration of visitors at particular areas and increasing the safety of the Expo site. |
| Contribution to optimal community building in the future | The technology used in this service will enable a combined utilisation of personal and area data, and based on that, help provide each individual with optimally tailored services that respect diversity and services that optimise the entire area through energy conservation, streamlined area management, etc. This will contribute to the building of optimal communities in which everyone can live and work vigorously, feel happy, and have exciting experiences. |
２.Data Handling
（Data to be acquired and the purpose of use）
Data to be acquired
⚫︎ ： Data to be acquired via ExpoID data linkage ■ ： Data to be acquired directly from the user
⚫︎ ： Data to be acquired via ExpoID data linkage
■ ： Data to be acquired directly from the user
- Information obtained through the Personal Agent mobile app (the user’s answers to user preference questionnaires, location information, contributed posts, etc.) ■
- Expo ID registered information (Universally Unique Identifier (internal ID for unique user identification), date of birth, gender, and country/region of residence) ⚫︎
- Information linked to the ticket (ticket ID, admission date, names of pavilions and events for which admission is booked, entrance time, booking start time/end time, ticket state, booking registration/update date and time, program code) ⚫︎
Purpose of use
- To ensure that functions 1 to 5 are fulfilled
３.Major Risk Measures
| _ | Measures | Datails |
|---|---|---|
| 1 | Providing a tutorial designed to help users who are not accustomed to using the app | The Personal Agent app will include a tutorial to give user guidance so that even first-time users will be able to use the app smoothly. |
| 2 | Informing users of service details, the uses of obtained data, etc. | The introductory screen of the app will provide users with information on services offered by the Personal Agent and the services they can use after logging in, so that they will be well aware of those services. |
| ３ | Creating user-friendly questionnaires | Due consideration will be paid to questions and answer choices on user preferences to ensure that users will be able to answer the questionnaires comfortably. Also, questions will be divided into required and optional ones, with the number of required questions kept to a minimum. |
Assessment Results by a Third-Party
Third-party VPIA Community members assess the VPIA report from their own perspective on whether the report explains the details in a way that users can understand. Click here to learn more about the VPIA Community.
（with the titles omitted and the names listed in Japanese syllabary order）
OKUHARA Sanae
Affiliation：
- Director, Research Institute for Consumer Affairs, Nippon Association of Consumer Specialists
- Director, Accredited Personal Information Protection Organization
Administrative Office, Foundation for Promotion of Digital Economy and Community
Category of Viewpoints：Consumer
Generally understandable
Generally understand-
able
General Comment
The concept of the project is simple and easy to understand. I found the service beneficial in helping visitors navigate the Expo site efficiently.
The project overview described in the report is also easy to understand, with a concise summary of the functions provided. It is good that the information to be provided covers not only the day’s schedule but also information to be aware of in advance, such as booking times and weather.
The functions provided are very convenient and easy to use, so it is expected that a wide range of users will utilise them. It’s good to see that consideration is given to handling data of younger children.
Read More
① Service Values
Service outline
Is the overview of the service understandable?
Clearly understandable
Clearly understand-
able
Service benefits
Are the benefits provided by the service understandable?
Clearly understandable
Clearly understand-
able
② Data Handling
Status of data handling
Is the overall picture of the service’s data handling understandable?
Clearly understandable
Clearly understand-
able
Data to be acquired and purpose of use
Are acquired data items and purpose of use understandable?
Clearly understandable
Clearly understand-
able
③ Risk Measures
Anticipated risks
Are the risks anticipated from the user’s perspective understandable?
Generally understandable
Generally understand-
able
Risk measures
Are the countermeasures against anticipated risk understandable?
Clearly understandable
Clearly understand-
able
KATIRAI Amelia
Affiliation：
- Specially-Appointed Assistant Professor, Osaka University Research Centre on Ethical, Legal and Social Issues
Category of Viewpoints：Society and Ethics
Generally understandable
Generally understand-
able
General Comment
This service is designed to help visitors navigate the site more comfortably. To achieve this, it includes a recommendation function tailored to visitors’ preferences and needs.
I found it beneficial that diversity is considered by providing information on the adoption status of universal service.
Users can decide whether to use the functions based on their individual needs after reviewing the details of the functions and the privacy policy.
Read More
① Service Values
Service outline
Is the overview of the service understandable?
Clearly understandable
Clearly understand-
able
Service benefits
Are the benefits provided by the service understandable?
Generally understandable
Generally understand-
able
② Data Handling
Status of data handling
Is the overall picture of the service’s data handling understandable?
Generally understandable
Generally understand-
able
Data to be acquired and purpose of use
Are acquired data items and purpose of use understandable?
Generally understandable
Generally understand-
able
③ Risk Measures
Anticipated risks
Are the risks anticipated from the user’s perspective understandable?
Generally understandable
Generally understand-
able
Risk measures
Are the countermeasures against anticipated risk understandable?
Generally understandable
Generally understand-
able
SAKUMA Hiroshi
Affiliation：
- Impact Officer at Global Shapers Community Osaka Hub, the World Economic Forum
- Specially Appointed Researcher at the Social Solution Initiative, Osaka University
Category of Viewpoints：Youth
Generally understandable
Generally understand-
able
General Comment
The benefits to users and society of this service, aimed at maximising the value of the experience during their limited opportunities to visit, were carefully explained.
The service is designed to suggest an optimal excursion plan to the user based on their personal data and the environmental data, and the details of the service, including procedures and provided functions, were described in the report, along with data usage policies, such as the handling of data, including data from external services.
Ultimately, however, it is up to the user to decide on the spot whether to answer questions such as those regarding user preferences.
Risks and countermeasures have also been presented in a comprehensive manner, which I believe will reassure the user.
Read More
① Service Values
Service outline
Is the overview of the service understandable?
Clearly understandable
Clearly understand-
able
Service benefits
Are the benefits provided by the service understandable?
Clearly understandable
Clearly understand-
able
② Data Handling
Status of data handling
Is the overall picture of the service’s data handling understandable?
Clearly understandable
Clearly understand-
able
Data to be acquired and purpose of use
Are acquired data items and purpose of use understandable?
Generally understandable
Generally understand-
able
③ Risk Measures
Anticipated risks
Are the risks anticipated from the user’s perspective understandable?
Clearly understandable
Clearly understand-
able
Risk measures
Are the countermeasures against anticipated risk understandable?
Clearly understandable
Clearly understand-
able
TSUNODA Mio
Affiliation：
- Global Shapers Community Osaka Hub, the World Economic Forum
- CEO, Darajapan Inc.
Category of Viewpoints：International
Clearly understandable
Clearly understand-
able
General Comment
The report’s content, including the assessment method and risk management measures, was described from the user’s perspective and was easy to understand.
A detailed explanation was provided regarding the benefits and risks associated with the use of visitors’ personal data and the environmental data at the Expo site (e.g., weather, site map, and congestion level), and I found the explanation to be very straightforward.
Because the service provider’s intentions were clear, I was able to understand the service smoothly from the user’s point of view.
Read More
① Service Values
Service outline
Is the overview of the service understandable?
Clearly understandable
Clearly understand-
able
Service benefits
Are the benefits provided by the service understandable?
Clearly understandable
Clearly understand-
able
② Data Handling
Status of data handling
Is the overall picture of the service’s data handling understandable?
Clearly understandable
Clearly understand-
able
Data to be acquired and purpose of use
Are acquired data items and purpose of use understandable?
Clearly understandable
Clearly understand-
able
③ Risk Measures
Anticipated risks
Are the risks anticipated from the user’s perspective understandable?
Clearly understandable
Clearly understand-
able
Risk measures
Are the countermeasures against anticipated risk understandable?
Clearly understandable
Clearly understand-
able
NOBUTOMO Hiroyuki
Affiliation：
- Project Researcher, Tokyo University Interfaculty Initiative in Information Studies
Category of Viewpoints：Data Linkage
Generally understandable
Generally understand-
able
General Comment
The service’s functions, which offer route guidance and facility recommendations based on information related to individual users, etc. to help users enjoy the Expo more efficiently and effectively, were well-organised in the report. The potential risks and corresponding countermeasures have been systematically analysed and organised, so a reliable service is expected to be provided.
As a large number of users are expected, it is hoped that the service will be recognised and understood by a diverse range of people through various measures, including providing in-app tutorials, conducting publicity activities, setting up an on-site reception desk to assist users with the initial setup and guide them on how to use and enjoy the service, and implementing necessary improvements related to accessibility as needed.
Read More
① Service Values
Service outline
Is the overview of the service understandable?
Clearly understandable
Clearly understand-
able
Service benefits
Are the benefits provided by the service understandable?
Generally understandable
Generally understand-
able
② Data Handling
Status of data handling
Is the overall picture of the service’s data handling understandable?
Generally understandable
Generally understand-
able
Data to be acquired and purpose of use
Are acquired data items and purpose of use understandable?
Generally understandable
Generally understand-
able
③ Risk Measures
Anticipated risks
Are the risks anticipated from the user’s perspective understandable?
Generally understandable
Generally understand-
able
Risk measures
Are the countermeasures against anticipated risk understandable?
Generally understandable
Generally understand-
able
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