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AI Engineering
OpenAI Blog·Jan 27·5 min read
TRUSTBANK uses AI agents to personalize Furusato Nozei gifts
TL;DR
Furusato Nozei, a Japanese tax incentive program offering regional gifts, lacked personalized discovery tools, making selection overwhelming for users. TRUSTBANK and Recursive built Choice AI, an AI agent using OpenAI models to deliver conversational, personalized gift recommendations.
✦ Why It Matters
Engineers can apply conversational AI agents to simplify complex product discovery in high-choice environments.
Key Takeaways
- Deploy conversational AI agents to reduce decision paralysis in high-choice environments.
- Use OpenAI models for natural dialogue-based preference gathering before recommendations.
- Apply personalization techniques to civic or tax-incentive programs for user engagement.
- Partner domain experts with AI specialists to solve real-world discovery problems.
Full Summary
Furusato Nozei is a Japanese tax deduction program allowing citizens to donate to municipalities in exchange for regional gifts, but users faced decision paralysis navigating thousands of options. TRUSTBANK partnered with Recursive to develop Choice AI, an AI agent powered by OpenAI language models that conducts personalized conversations to understand user preferences and recommend suitable gifts.
The system uses conversational AI—natural language interaction mimicking human dialogue—to gather context about user interests, constraints, and values before suggesting tailored options. Choice AI reduces friction in the gift selection process by replacing static browsing with dynamic, preference-aware recommendations.
This approach demonstrates how large language models can enhance e-commerce and civic participation workflows through personalization at scale.