On July 30, 2025, Rakuten Group, Inc., alongside its telecommunications arm Rakuten Mobile, Inc., announced the full-scale launch of Rakuten AI, a cutting-edge agentic artificial intelligence platform designed to redefine user experiences across its vast ecosystem. This ambitious rollout marks a significant milestone in Rakuten’s “AI-nization” strategy, integrating intelligent, personalized services into sectors like e-commerce, fintech, travel, education, wellness, and entertainment. Available initially through the Rakuten Link app and a beta web app, Rakuten AI is set to expand to Rakuten Ichiba, the company’s flagship e-commerce marketplace, by Autumn 2025. Here’s an in-depth look at this transformative initiative and its implications for users and the digital landscape.
What is Rakuten AI?
Rakuten AI is a next-generation AI agent that serves as a universal concierge, seamlessly connecting users to Rakuten’s diverse services. Unlike traditional AI assistants, it is built with agentic capabilities, meaning it can autonomously orchestrate tasks, interpret user intent, and deliver hyper-personalized experiences. The platform is free to use, accessible via the Rakuten Link app for mobile subscribers and as a beta web app for all Rakuten ID holders. It supports a range of features, including:
AI Chat and Voice Interaction: Users can engage in natural, conversational queries using text, voice, or even images, such as asking, “Find products similar to this” or “Suggest a gift for my child.”
Deep Search and Problem-Solving: The web app offers advanced capabilities like deep AI search, translation, coding tools, and content creation, making it versatile for both daily tasks and complex needs.
Personalized Recommendations: By analyzing vast purchase data, Rakuten AI tailors product suggestions to individual preferences, enhancing the shopping experience.
Japanese Context Awareness: A key differentiator, the AI deeply understands Japanese language and culture, enabling seamless integration with local services and delivering culturally relevant responses.
The platform’s initial rollout on Rakuten Link supports services like Rakuten Ichiba, Rakuten Rakuma, Rakuten Books, and Rakuten Fashion, with iOS availability already live and Android support planned soon. The web app, in open beta since November 2024 as “Rakuten AI Assistant,” requires a Rakuten ID for unrestricted use, though limited inputs are available without login.
The Vision of an Agentic Ecosystem
Rakuten’s launch of Rakuten AI is a cornerstone of its vision for an Agentic Ecosystem—a hyper-personalized, intelligent network where AI agents streamline tasks across services. As Ting Cai, Rakuten Group’s Chief AI and Data Officer, stated, “By seamlessly integrating Rakuten AI into all our core services, we are empowering users to express themselves and get more done—from complex research to immediate actions.” This ecosystem aims to unify fragmented data, decode user intent, and provide expert-level insights, effectively acting as “the intelligence of thousands of experts” at users’ fingertips.
The platform’s expansion to Rakuten Ichiba in Autumn 2025 will leverage specialized agents and user data (attributes, preferences, and purchasing trends) to offer tailored product recommendations, transforming e-commerce into a more intuitive and engaging experience. Rakuten’s broader goal is to position Rakuten AI as the premier gateway to its ecosystem, optimizing both in-browser and app-based interactions for seamless access.
Building on Strategic Partnerships
The development of Rakuten AI builds on Rakuten’s strategic partnership with OpenAI, announced in November 2023 and expanded in February 2024. This collaboration combines Rakuten’s expertise in telecommunications and e-commerce with OpenAI’s advanced AI capabilities. Earlier this year, Rakuten launched Rakuten AI for Business, a generative AI solution for corporate clients, supporting tasks like document generation, translation, and analysis. Priced at ¥1,100 ($7.14) per license per month, it emphasizes security, with features like keyword restrictions and a Retrieval-Augmented Generation (RAG) function to access internal documents securely.
This business-focused platform, tailored to Japanese business culture and regulations, has set the stage for Rakuten AI’s consumer rollout. The partnership with OpenAI ensures that Rakuten AI leverages cutting-edge technology while adhering to strict safety, privacy, and ethical standards, as outlined in the Rakuten AI Code of Ethics.
Impact on Users and Businesses
For consumers, Rakuten AI promises a smoother, more personalized experience across Rakuten’s services. Whether booking travel, shopping on Rakuten Ichiba, or managing finances, users can rely on the AI to anticipate needs and deliver tailored solutions. The platform’s voice-to-text, image input, and dynamic follow-up suggestions make interactions intuitive, akin to conversing with a trusted friend.
For businesses, particularly those in Rakuten’s ecosystem like merchants and hotels, Rakuten AI enhances operational efficiency. As Mickey Mikitani, Rakuten Group’s Chairman and CEO, noted at Rakuten Optimism 2024, the company aims to boost marketing and operational efficiency by 20% for itself and its clients. The AI’s ability to analyze data and provide actionable insights empowers merchants to optimize product listings and target customers more effectively.
Challenges and Future Prospects
While Rakuten AI is a bold step forward, challenges remain. Scaling the platform to handle millions of users across diverse services requires robust infrastructure and continuous refinement. The beta phase of the web app allows Rakuten to gather feedback and enhance usability, but ensuring seamless integration across all services by Autumn 2025 will be critical. Additionally, maintaining user trust through stringent data privacy measures is paramount, especially as the platform handles sensitive purchase and preference data.
Looking ahead, Rakuten plans to evolve Rakuten AI into a “force multiplier,” expanding its capabilities to cover more services and deepening its integration with local and global markets. The company’s commitment to democratizing AI, as articulated by Mikitani, positions Rakuten AI as a potential model for other firms, potentially invigorating Japan’s digital economy.
A New Era of Intelligent Services
The launch of Rakuten AI marks a pivotal moment for Rakuten Group, aligning with its mission to deliver Omotenashi—the Japanese ethos of ultimate service. By harnessing agentic AI, Rakuten is not only enhancing user experiences but also redefining how digital ecosystems operate. As the platform rolls out across Rakuten Ichiba and beyond, it promises to empower users with unprecedented convenience and personalization, setting a new standard for AI-driven services. With its deep cultural awareness and ambitious vision, Rakuten AI is poised to transform the way we shop, travel, and connect in the digital age.
