Advancing Digital Transformation for Marubeni Group in the U.S.

──You joined Marubeni in 2019 and currently work in the Digital Innovation Department in New York. Why did you decide to join Marubeni, a Japanese general trading company?

Lindsey Moore:Japanese trading companies are complex and powerful conglomerates that thrive on the synergies across business. Marubeni aggregates global business information during normal operations that give us an edge in the marketplace. Digital innovation in this environment is a natural next step to leverage this information to create value. I was attracted to founding the Digital Innovation Center of Excellence at Marubeni America because of this opportunity to make better use of this information to improve efficiency and make informed business decisions. It is amazing to see how technology can transform so many different companies in similar ways.

──Could you describe the specific projects you are currently involved in?

Moore:From the perspective of the Digital Innovation Department, I work with Marubeni Group companies in the U.S. to assess their digital maturity and create roadmaps for advancing digital transformation (DX). Moving forward, I aim to initiate AI-driven projects within these companies, tackling various challenges and optimizing business processes through AI and other advanced technologies.

Image: Lindsey Moore

Positioning Data as the Future Business Asset

──In working with various group companies in the U.S., what do you perceive as Marubeni’s strengths and unique appeal?

Moore:The real asset of a general trading company is its “information”—or, more accurately, its vast repository of data. By combining our business expertise with this data, we are uniquely positioned to drive innovation across diverse industries. This is the essence of digital innovation and will become a core component of Marubeni’s value proposition.

──Is there a specific approach you prioritize when utilizing digital technology?

Moore:We see DX not just as the implementation of digital applications and solutions for individual projects, but as a strategy for leveraging data as a key asset. The more effectively we utilize data, the greater the business efficiency, the faster the decision-making, and the higher the profitability. For me, data represents facts, and it is natural that decisions based on facts will have a greater impact than those that do not.

──What challenges have you encountered in driving DX?

Moore:The primary challenge lies not in developing systems or solutions but in shifting the mindset to view data as a valuable business asset. Properly organized data is essential for effective analysis, yet many group companies manage their data in isolation, which leaves it incomplete and noisy. Establishing a robust data collection process that enhances profitability should be a priority.

A General Trading Company’s Unique Strengths in the U.S. Market

──What areas are you focusing on for business development in the U.S. moving forward?

Moore:My focus is on improving the digital maturity in all US subsidiaries. I am working closely with each company to train staff, improve data collection and create new ways of using that data to make business decisions. As one example, generative AI allows us to analyze previously inaccessible text data. Past databases and documents that were not analyzable can now be integrated into our analyses thanks to advancements in generative AI, such as large language models (LLMs). Going forward, we aim to leverage an even wider spectrum of data and more analytical tools.

──It appears that the potential business impact will also expand.

Moore:The Marubeni Group in the U.S. is deeply involved in some of America’s bedrock industries, from automobiles to agriculture, livestock, and aerospace. In these sectors, a company like Marubeni—with decades of experience, deep industry understanding, and the capability to craft integrated business strategies—can exert substantial influence. Marubeni’s diverse business activities position it to significantly contribute to the digital transformation that is crucial for the future of both society and business.

──What challenges are you keen to address in the future?

Moore:I am particularly interested in the value of market research and data. I am exploring ways to better integrate market data into the management of B2B companies. To accurately gauge the health of a business domain, companies must incorporate external data. For instance, analyzing competitors and their marketing efforts can refine a company’s strategies, underscoring the importance of data-driven decision-making. Additionally, understanding customer needs and preferences can enhance marketing effectiveness. Integrating market research with marketing strategies will help drive growth and develop more relevant initiatives for both businesses and society. I hope to find ways to automate this data integration across multiple companies in the future.