Fujitsu Advances Drone Delivery With Social Acceptance Research

Fujitsu is operationalizing research on public acceptance of drone delivery systems to reshape regional logistics networks. The company conducted a survey of 5,113 people across Japan in collaboration with academic institutions, revealing that drone delivery acceptance depends not just on speed and cost but also on trust in supporting systems and perceived social value. This research is now being integrated into Fujitsu's Uvance business model, particularly through its Dynamic Supply Chain Management division, to design region-specific delivery networks that optimize the mix of trucks, drones, and autonomous robots. The initiative addresses critical supply chain pressures including labor shortages and transportation capacity constraints exacerbated by e-commerce growth and depopulation in rural areas.

Fujitsu plans to work with logistics operators, local governments, and regional businesses to tailor service designs and communication strategies to different demographic segments and geographic contexts. The company will integrate existing warehouse management and transportation management systems with Physical AI platforms, enabling intelligent load routing based on real-time demand, lead time requirements, and resident preferences. This represents a significant shift from purely technical drone integration toward human-centered logistics design. Supply chain professionals should recognize that deployment of autonomous delivery modes now requires parallel investment in social acceptance strategies and trust-building mechanisms.

The research identifies two distinct customer segments: those motivated by functional benefits like speed, and those prioritizing system reliability and universal accessibility for underserved populations. This segmentation will inform how regions should pilot and scale drone delivery programs.