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Tuna Scope

Award: Wood Pencil

Wood Pencil / Design Transformation / Operational Transformation / 2020

Award: Wood Pencil

Wood Pencil / Digital / Creative Use of Technology

Award: Shortlist

Shortlist / Digital / Creative Use of Data

Tuna numbers have diminished as a result of overfishing. An industry that prioritises quantity at the expense of quality, and the resultant seine fishing by large vessels, are a contributor to this. The industry generally deals in weight, meaning judgement of fish quality is difficult. In response, Dentsu created TUNA SCOPE, an AI system built as the successor to Japan's artisanal legacy of tuna examination. Tuna quality-certified by TUNA SCOPE has been launched in Tokyo, New York and Singapore, and this project is spreading across the world, enabling people around the world to taste high quality tuna.

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