AI Transforms Painting: The Era of Teachingless Technology #2
Interview with Chairman Sasaki (former president) published in the March 5, 2025 issue of Coating Journal
TAKUBO Engineering President Eiji Sasaki
→ This article is a continuation of "AI Transforms Painting: The Era of Teachingless Technology #1"
——Your collaboration with Musashi Paint is one example.
"In the development of the indium coating system by both companies, we are currently preparing for practical application with Musashi Paint and Anest Iwata. There are already projects under consideration for adoption, and expectations for expanding applications are rising."
——Where do you see the demand emerging?
"Primarily, it will be in areas where metallic decorative finishes are required, as an alternative to plating and vapor deposition plating. Indium coating can be controlled at a thickness of 400nm, making it cheaper for decoration compared to plating and vapor deposition plating. Except for luxury areas that require high brightness, there are many applications in general products that do not require plating-level specifications, and we expect quantitative expansion. We are also looking forward to uncovering potential demand and further marketing it as a new decoration method that can reduce running costs. We will also advance advertising (public relations activities)."
——Are there any challenges?
"The challenge is to meet the paint property standards that each customer has. However, Musashi Paint's technical team is addressing this and is steadily clearing the specifications one by one."
——This is an example of creating new demand through the fusion of coating technology 'R-Technology', which uniformly applies a film thickness of 20μm, and paint technology.
"This project was realized through collaboration with Musashi Paint, but from another perspective, the demand side is also seeking integrated proposals for paint and equipment. Although there are many consultations from paint manufacturers, no matter how revolutionary the paint developed is, if there is no equipment to apply it, the demand side will not adopt it. In other words, the traditional proposals of standalone paint and standalone equipment are reaching their limits."
——Nevertheless, President Sasaki insists that innovation in coating technology is indispensable for the evolution of paint. Is the sense of stagnation surrounding coating partly due to paint?
"I see the tendency to delay innovation as stemming from the fact that there is no need to introduce new products unless users make complaints or requests. It is easier for paint manufacturers to supply the same paint stably. In fact, there are not a few users who have been using the same paint for 30 years. Recently, I have had more conversations with young paint technicians, and they unanimously say that they don't know what to do because user requests have decreased. This reflects the lack of dissatisfaction with current paints, but it also causes anxiety for technicians."
——This is a serious problem for paint manufacturers.
"As I mentioned earlier about UV paint, in the United States, the covers of lithium-ion batteries are coated with powder UV. While powder UV is limited to a very small amount domestically, it is expanding overseas. What we need to pay attention to is that there is demand and paint technology that can properly intervene in cutting-edge fields like lithium-ion batteries. The same applies to the semiconductor industry, which is expected to grow in the future. If we do not intervene in cutting-edge fields, we cannot survive as an industry. With the increasing technical needs for reducing heat load as an environmental measure, simply following the current situation will lead to being replaced by other decorative technologies."
——We need to share a sense of crisis across the industry.
"I feel that paint manufacturers hold the key to revitalizing the paint and coating industry. Paint manufacturers should actively develop new products and appeal to customers for adoption. In response, the demand side should feel the appeal and invest in equipment. We should aim to re-establish this cycle."
——Once again, it's about the integration of paint and equipment.
"There was a time when major paint manufacturers actively engaged in the equipment business, and I think it would be interesting to strengthen this approach again. Instead of selling equipment, the idea would be to add a little to the paint price and provide equipment as a service. This could be an opportunity to significantly change the business model."
"By adding new business models, the industry will be revitalized, and development competition will become more active. Paint manufacturers will also increase their brand value by taking responsibility for the finish (such as the coating film). If DX (digital transformation) progresses, it will further revitalize the industry."
——Ideas are expanding. Is it feasible in the paint and coating industry, which is largely composed of small and medium-sized enterprises?
"The important thing is that we don't have to survive alone. We should build flexible relationships with companies that share our values and adapt freely to the times."
"Furthermore, as an industry, we should re-recognize our strength in dealing with colors. It is said that there are over 70 million colors, and the needs for colors constantly change with the times and preferences. The paint and coating industry is the only one that can quickly and cheaply provide the diverse color needs that continue to change. Recently, we have received negative impressions due to environmental issues, but if UV paint becomes widespread and biodegradable paint is developed, the negative concerns surrounding coating will be dispelled at once. Then, the final challenge will be the consumption of paint. In that sense, our company's 'TOSODO,' which focuses on every last drop, encompasses all the challenges related to paint and coating."
◇Post-interview notes
There is interest in whether industry companies will respond to Mr. Sasaki's call for "paint and coating to collaborate." While one form of collaboration with Musashi Paint has been demonstrated, there is strong enthusiasm for expanding collaboration in the future.The background is the technological innovation on the paint side, which bears the major challenge of reducing heat load. "Coating equipment progresses with paint innovation," says Mr. Sasaki. The tide of the times is shifting from division to integration.
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Author: Coating Media Co., Ltd.
