https://sj.jst.go.jp/news/202603/n0323-03k.html

https://group.ntt/jp/newsrelease/2026/02/26/260226b.html

NTT and TBS Holdings announced a joint initiative to create next-generation edutainment that nurtures children’s “ability to make their own decisions” in a society where generative AI is becoming increasingly widespread.

Rather than positioning AI as a “subject to be studied,” the project designs all content around “stories” and “experiences” that move the heart. The project believes that experiences in which children become wholly absorbed in play and feel genuine emotion are the very driving force that awakens a strong sense of “this is what I love” and “this is what I want to do.”

As a concrete step, the project will go forward with creating original IP and establishing a permanent experience venue called the “AI Theme Park” (provisional name).

To promote “inquiry-based learning,” which is seen to be increasingly important in the years ahead, TBS has established a new dedicated edutainment division, the “Edutainment Business Center.” As one of the project’s key pillars, TBS will draw on its long-cultivated creative and storytelling capabilities to build a “world” in which children can pose their own questions and become fully immersed.