On April 17, SoftBank announced it will exclusively sell the Natural AI Phone, an AI-powered smartphone developed by U.S. スタートアップ (sutaatoappu) Brain Technologies, in Japan for one year starting April 24. The device is priced at 93,600 yen, and reservations opened the same day.
What makes this phone different? It claims to “anticipate user behavior” through an AI agent built directly into the operating system.
An AI Agent Built Into the OS
The Natural AI Phone is an Android-based smartphone featuring an AI エージェント機能 (eejento kinou) called Natural AI, integrated at the OS level. Instead of relying only on individual apps, the AI can operate across multiple apps and suggest actions based on your behavior.
One standout feature is the physical AIボタン (AI button), which allows users to launch the AI with ワンタッチ (wantacchi)—a single tap on the side of the device.
Natural AI can control apps といった (to itta, such as):
- Gmail
- Google Calendar
- YouTube
- LINE
- 食べログ (Tabelog, a popular restaurant review app in Japan)
It can even perform tasks that span multiple apps. For example, after checking your schedule in Google Calendar and reserving a restaurant, you could send the details to a friend on LINE—all through the AI.
The phone also includes an “Understanding System” that remembers your interactions with Natural AI and uses them to improve the user experience over time.
As for processing, lighter AI tasks are handled ローカル (rookaru)—on the device itself—while more complex reasoning is done on Brain Technologies’ サーバ (saaba), or servers.
Hands-On Impressions
At a press event on April 17, reporters had the opportunity to test the device.
In terms of design and operation, it doesn’t differ drastically from a standard Android phone. However, the AI features were easy to access, and users didn’t need to open individual apps one by one. This seamless integration left a positive impression.
Targeting Early Adopters
The primary ターゲット層 (taagetto sou, target demographic) is people who love trying new technology.
Yasuaki Adachi, Head of Product Division for SoftBank’s コンシューマ (konshuumaa, consumer) business, acknowledged a realistic concern:
「AI機能だけでスマートフォンを買う人が少ないのはその通り」としつつ “It’s true that not many people buy a smartphone solely for its AI features,” he said.
Here, the grammar pattern 〜としつつ (to shitsutsu) means “while acknowledging that…” or “although…”
Adachi continued by expressing hope:
「われわれとしても、AIエージェントを本格的に搭載した端末は初めて。まずは新しいもの好きな人に買ってもらい、メイン機として使ってもらえるか、ぜひ試してもらいたい」
SoftBank is launching its first device fully equipped with an AI agent and wants early adopters to try using it as their main phone.
“Anyone Can AI”: A Free Web Service
On the same day, SoftBank also introduced a free web service called だれでもAI (Dare demo AI, “AI for Anyone”).
This service allows users to experience common generative AI features with a single tap, including:
- 同時通訳 (douji tsuuyaku) — real-time interpretation
- 写真のピクセルアート化風加工 — converting photos into pixel-art style images
The goal is to let people who have never used AI before experience its convenience firsthand.
Cultural Context: Japan’s Approach to AI
Japan’s tech companies often focus on integration and usability rather than just raw innovation. The idea of embedding an AI エージェント機能 directly into the operating system reflects a broader trend: making advanced technology feel natural and accessible.
The name “Natural AI Phone” itself suggests this philosophy—AI that blends into daily life instead of feeling like a separate tool.
Targeting early adopters first is also a common strategy in Japan’s tech market. Companies often release new concepts to tech enthusiasts before aiming for mainstream acceptance.
Learn Japanese from This Article
Vocabulary
| Japanese | Romaji | Meaning |
|---|---|---|
| スタートアップ | sutaatoappu | startup company |
| エージェント機能 | eejento kinou | AI agent function |
| ワンタッチ | wantacchi | one-touch; single tap |
| ローカル | rookaru | local (on-device) |
| サーバ | saaba | server |
| ターゲット層 | taagetto sou | target demographic |
| コンシューマ | konshuumaa | consumer |
Notice how many of these are written in katakana. Tech-related vocabulary in Japanese often adapts English words into Japanese pronunciation.
Grammar Spotlight
1. 〜といった — “such as; things like”
Used to give examples.
Structure: Noun + といった
Example from the article:
- GmailやLINEといったアプリを操作できる。 Gmail ya LINE to itta apuri o sousa dekiru. It can operate apps such as Gmail and LINE.
You’ll see this pattern frequently in news articles when listing examples.
2. 〜としつつ — “while acknowledging that; although”
Used to present a contrasting or balancing statement.
Structure: Clause (plain form) + としつつ
Example:
- AI機能だけでスマートフォンを買う人が少ないのはその通りとしつつ… AI kinou dake de sumaatofon o kau hito ga sukunai no wa sono toori to shitsutsu… While acknowledging that few people buy a smartphone just for AI features…
This pattern is common in business interviews and formal statements, where speakers carefully balance realism with optimism.
Useful Expression
- 新しいもの好き (atarashii mono zuki) — someone who loves new things; an early adopter
Example: 彼は新しいもの好きだ。 Kare wa atarashii mono zuki da. He loves trying new things.
Continue Learning
Working on your reading skills? Our Katakana Essentials: Adapting Global Words to Japanese lesson is a great next step.
Curious about the Japanese used here? Our Basic Vocabulary Building: Embracing Words Without Latin Ties lesson covers this in depth.
To understand more about tech, explore our Reading and Writing in Japanese II: Hiragana and Katakana lesson.
AI that anticipates your next move—whether it becomes mainstream or not—offers a fascinating glimpse into how Japanese companies are approaching the future of smartphones.
これからもよろしくお願いします。 Kore kara mo yoroshiku onegaishimasu.