Japan's 'omotenashi' culture can offer an edge in the AI age

Anticipating people's needs will become a critical business skill

A shop assistant bows outside an elevator at a Takashimaya department store in Tokyo. The world can learn much from Japan's renowned customer service. © Getty Images

CRAIG MULLANEY

December 27, 2023 08:00 JST

Automation is coming for almost everything we do. By 2030, generative artificial intelligence will replace 2.4 million jobs in the U.S. alone, one forecast predicts. For those who remain employed, AI could impact 40% of their working hours.

Companies and their leaders will need to figure out what AI cannot replace -- and infuse it across their organizations. This urgent question brought to my mind the concept of omotenashi, a Japanese mindset focused on anticipating other people's needs and creating memorable experiences for them. It is not something AI could easily master.