With the diversification of technological innovation and values, commoditization of goods and services is proceeding. Especially for young people, people are getting more knowledge about advertisement and marketing. Based on such a background, companies constantly provide digital communication that has been various ingenious ideas and trial and error on a daily basis. But are they really a perfect and happy "User Experience"? If it is to increase performance, what kind of extreme advertising expression will be the correct answer? In order to reliably deliver the information, can you use a means to make users uncomfortable? There is not enough argument to optimize the balance between "User Experience" and "marketing achievement". In this session, we will explore clues for breakthrough with real professionals who have different knowledge and experience such as advertisement, video, game, AI.（text by Koki Kaku)