Issue link: https://read.dmtmag.com/i/1543154
Tobacco Asia 45 However, Chen also emphasized that AI is not a replacement for human en‑ gineering expertise, conventional testing, or human judgment, but serves a support‑ ive layer. "AI tools helped improve development efficiency, scenario coverage, and decision‑making quality, while reducing reliance on repeated physical prototyping," she said. Emotion-centered interaction design Beyond technical r&d, Chen said REJO has also embraced AI for what she calls "emotion‑centered interaction design." This approach prioritizes users' emotional ex‑ perience alongside functionality. "In our devices, this is reflected in features like the FunTap display function, the interactive LCD display showing heating, charging and other status information in real time, which presents information in a clear and visually engaging way," Chen told Tobacco Asia. Why is this important? Chen argued that heated tobacco devices are used fre‑ quently and personally, so intuitive and engaging operation is critical. "Emotion‑cen‑ tered interaction helps make operation more intuitive and engaging, improving user confidence and long‑term adoption." For instance, take the design of the FlexiCube, REJO's newest heated tobacco device. "Its trendy appearance and animated interface are good examples of this ap‑ proach in practice," noted Chen as she pointed out FlexiCube's LCD interface, which uses animated feedback during heating and status changes. "This allows users to in‑ stantly understand device conditions while enjoying a smoother, more engaging inter‑ action." AI in brand marketing REJO also deploys AI in brand marketing. "AI‑driven insights tools ‑ such as AI analysis functions within social media monitoring platforms ‑ help us to quickly iden‑ tify industry discussion patterns and content trends," explained Chen. YouTube's AI translation features further enable her team to review and evaluate content prepared by international key opinion leaders (KOLs), adjusting messaging to align with audience expectations across markets. In addition, AI supports internal brand consistency. "Yes, we use AI‑supported tools to help maintain brand consistency across teams and channels, including align‑ ment on logo usage, visual assets, and color themes," confirmed Chen. These tools streamline coordination, though final governance remains human‑led. AI-generated design visualization of REJO FlexiCube. Credit: REJO