Analysis Advertising Marketing
Robert Jeffery
Aug 28, 2025

Inside job: '30,000 people, but still a start-up', says CMO Naho Kono on Rakuten’s human-first marketing

From AI cutting time spent on creative work by 81% to building loyalty across 70+ businesses, Naho Kono shares how Rakuten keeps marketing fresh with an agile, personal, and always human-first outlook.

Photo: CMO Naho Kono

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