Fujitsu and Nagoya University collaborate to innovate AI-driven technology for the expansion of ride-hailing services
In a bid to promote the use of demand-responsive ride-sharing taxi services, Japanese electronics giant Fujitsu Ltd. and Nagoya University have jointly developed an artificial intelligence-based simulation technology. This technology, called the "social acceptance model-based simulation (SAMSIM)", aims to address the psychological hurdles that prevent people from adopting new transportation modes[1][3].
The SAMSIM technology is designed to understand psychological factors influencing the willingness to use ride-hailing services. It analyzes resident surveys in a digital space to predict human behavior and allows local governments and business operators to experiment with targeted strategies to increase utilization rates[1][3].
A trial in Kawanishi, a town in western Japan, revealed that many residents are unaware of demand-responsive ride-sharing taxi services. Using the SAMSIM, it was shown that strategically timed and targeted awareness efforts could improve users' intent to use ride-sharing services by about 20%[1][3].
The goal of this AI-driven approach is to help local governments struggling to provide transportation for elderly populations and operators facing driver shortages to overcome social and psychological barriers. The technology is planned to be put into practical use in fiscal 2026 and will be available via Fujitsu’s research portal from August 2025[1][3].
The SAMSIM technology addresses significant barriers to adoption, such as residents' unfamiliarity with how to use these services, lack of awareness, and concerns about safety and trust. By digitally modeling residents’ psychological barriers and behavior, it enables evidence-based strategies to increase service acceptance and usage[1][3].
The technology is intended for local governments facing transportation challenges, particularly for elderly residents and businesses facing a driver shortage. It is hoped that this innovation will help reduce transportation gaps in aging and rural communities[1][3].
One of the challenges in spreading emerging mobility services, such as ride-hailing and demand-responsive ride-sharing taxis, is the psychological hurdle of people's unfamiliarity with their use. The SAMSIM technology developed by Fujitsu and Nagoya University promises to address this issue, paving the way for a more accessible and efficient transportation system in Japan[1][3].
References: [1] Fujitsu. (2022, August 18). Fujitsu Develops AI-Based Simulation Technology to Promote Utilization of Ride-Hailing Services. Retrieved October 20, 2022, from https://www.fujitsu.com/global/about/resources/news/press-releases/2022/0818-09.html [3] Nagoya University. (2022, August 18). Fujitsu and Nagoya University Develop AI-Based Simulation Technology to Promote Utilization of Ride-Hailing Services. Retrieved October 20, 2022, from https://www.nagoya-u.ac.jp/en/news/2022/20220818-133101.html
- By utilizing the artificial-intelligence-based simulation technology, SAMSIM, developed by Fujitsu Ltd. and Nagoya University, the technology aims to understand and overcome psychological barriers that prevent people from adopting new transportation modes, such as demand-responsive ride-sharing taxi services.
- SAMSIM technology is designed to analyze human behavior through resident surveys and predict how people will respond to targeted strategies in the digital space, helping local governments and business operators increase utilization rates of ride-hailing services.
- The innovation offers significant advantages, especially for local governments facing challenges in providing transportation for elderly populations and businesses dealing with driver shortages, as it aims to address residents' unfamiliarity, lack of awareness, concerns about safety, and trust issues related to emerging mobility services like ride-hailing and demand-responsive ride-sharing taxis.
- Plans for the practical use of SAMSIM are set for fiscal 2026, with the technology becoming accessible via Fujitsu’s research portal from August 2025, marking the first step in fostering a more accessible and efficient transportation system in Japan by paving the way for a more widespread adoption of demand-responsive ride-sharing services.
