livepass Inc. (Headquarters: Minato-ku, Tokyo; CEO: Akihiro Nakamura; hereinafter "livepass"), a company that supports corporate CX (Customer Experience) transformation through personalization technology, spoke as a premium partner at "Marketing Agenda Okinawa 2026," one of Japan's leading invitation-only marketing conferences held in Okinawa in June 2026. At the event, livepass presented "Digital Customer Service," a new approach to customer communication that evolves CX and EX. ■ About Marketing Agenda Okinawa This is Japan's premier invitation-only marketing conference. It serves as a forum for discussing the latest trends in marketing, corporate growth, customer experience, brand strategy, and the future of marketing. Official Website: https://marketingagenda.jp/okinawa/ ■ Session Overview Beyond Optimization: Where Marketing is Headed While current marketing is increasingly "optimized" by AI and other technologies, it remains focused on broad "net-casting" for efficiency, failing to create true customer experiences (CX). In this presentation, we proposed "Digital Customer Service" as a third approach, merging efficient "digital" interactions with the warmth of human "customer service." livepass positions the design philosophy of shifting control to individual customers using technologies like personalized videos as the new standard for future customer communication, moving away from company-centric information dissemination. Through enhanced real-world examples in sectors such as telecommunications, finance, insurance, and automotive, we demonstrated how to resolve customers' psychological and time burdens, fostering trust, loyalty, and ultimately leading to concrete sales. We unveiled the practical "How" for a future where CX exists for every customer. Furthermore, building on the concept of "livepass AI Agent," an integrated model supporting customer experience design announced on July 31, 2025, we introduced various digital customer service solutions with ac