Beyond Co-Creation – Linnoedge’s Challenge in the AI Era
Hello everyone!
This is Shogo Harada. Today, I’d like to share how we at Linnoedge see “co-creation” evolving in the age of AI. It might sound like a technical topic, but actually, it’s a very human story.
Clients Don’t Want Systems — They Want Results
From the very beginning, I’ve always felt this clearly.
Clients don’t want a system. They want outcomes.
A system is never the goal; it’s just a tool for creating change. What companies really want isn’t just higher revenue or greater efficiency — It’s the feeling that *their business is truly moving forward.*
That’s why we don’t see ourselves as a vendor who just delivers what’s asked for. We aim to be a partner who helps create results together.
That’s where Linnoedge began.
The Purpose of Business Is Not Profit — It’s Value
People often say, “The purpose of business is profit.”
But I don’t think that’s true. Profit is important, of course. But it’s a result of creating value, not the goal itself. When money becomes the main focus, companies lose their vitality. They start chasing numbers instead of joy — the joy of creating something valuable for others.
At Linnoedge, we start with value, not profit. Our purpose is to keep creating value and stay financially strong enough to do so.
For us, co-creation means creating that value together.
Supporting Global Expansion — Another Form of Co-Creation
Over the years, we’ve seen a recurring challenge for many Japanese companies:
They have great products but struggle to succeed overseas. The problem isn’t a lack of information or resources. It’s the slowness in decision-making and the distance in trust on the ground.
In 2025, Linnoedge launched a Global Expansion Support Division. We provide hands-on help with market research, import processes, exhibitions, and distribution building.
Our goal is to help Japanese companies take real, confident steps into Southeast Asia. What we value most is not a perfect plan, but insights gained from real-world action.
When you work side by side in the field, you start to see what numbers can’t show — people’s feelings, local culture, and new possibilities.
That’s where real co-creation begins.
AI Vibe Coding – A New Shape of Co-Creation
Now, another form of co-creation is taking shape.
We call it AI Vibe Coding, an AI-driven development model.
To put it simply, it’s a process where AI builds a working prototype from human conversation. You describe what you want in plain language. and AI turns that into functional code in a matter of hours.
What used to take weeks can now be done in just a few days.
“It’s faster to talk to AI than to draw in Figma.”
This phrase perfectly captures the new standard of development.
Of course, AI doesn’t replace human creativity. People still think, decide, and define what matters. AI simply supports that process — as a true partner in creation.
A New Kind of Team
Introducing AI has completely changed the way our teams work. Designers now focus on the full user experience. Engineers refine and extend the code AI generates.
And clients? They’re no longer outsiders — they’re part of the process. It’s no longer “those who request” and “those who build.” We all think, move, and create together.
That’s what we mean by a co-creative team.
People at the Center of AI
Linnoedge is not a company that “uses AI.”
We are a company that designs management around people, with AI as a given. AI is not something to fear. It’s a system that helps us unlock human creativity. In Vietnam, Japan, and India, our teams are learning, growing, and achieving results together with AI.
That process itself is Linnoedge’s purpose.
So, What’s Next?
In the end, what we truly want to build isn’t just systems — it’s the future. We connect cultures, countries, and people — and now, people and AI. Even in the age of AI, human potential never disappears. If anything, AI helps us expand it.
At Linnoedge, we keep proving, day by day, that connection is how we overcome.
💬 Author’s Note
This article shares Linnoedge’s belief that business exists to create value, not just profit — and that AI, when used with empathy, can help people do exactly that.