Rakuten Institute of Technology is researching technologies to improve online shopping experiences. This includes developing natural language processing and AI to understand customers, recommend products, and provide personalized service. The research also aims to create a unified global product categorization system that can organize products for different markets and cultures. Automatic attribute extraction from product descriptions seeks to populate a knowledge base with attributes like color, country of origin, and other details to enhance search and recommendations. The goal is to turn emerging technologies into new business opportunities for Rakuten and enrich online shopping worldwide.