This Emotional Lexus Ad Was Written by an AI

first_img‘Tis the season to tug at audience heartstrings with tear-inducing commercials (I’m looking at you, John Lewis).But Lexus took things a step further this week when it introduced the world’s first ad scripted entirely by artificial intelligence.Trained by IBM’s Watson on 15 years’ worth of award-winning luxury advertisements and human emotional responses, the bespoke AI managed to keep its message original and on-brand.“When I was handed the script, the melodrama of the story convinced me of its potential,” director Kevin Macdonald (The Last King of Scotland, State of Play, Whitney) said in a statement.The minute-long film tells the tale of a Takumi master craftsman, fresh off his latest creation, the Lexus ES sedan.Like a parent seeing their child off to college, the engineer releases his vehicle into the wild—only for it to be taken away and threatened with destruction. But at the crucial moment, the car’s automatic emergency braking system kicks in, saving it (and the craftsman) from devastation.“The fact that AI gave a fellow machine sentience, placed it in a sort of combat situation, and then had it escaping into the sunset was such an emotional response from what is essentially a digital platform,” Macdonald said.This project is a collaboration between The&Partnership London, Visual Voice, IBM Watson, and the University of New South Wales’ MindX division.“From the outset, it was almost impossible to know what level of quality or intelligibility the AI would produce,” Visual Voice co-founder Alex Newland said. “To see the project brought together with such a rich finished piece is extremely satisfying and exciting to witness.”The “Driven by Intuition” film was created using a bespoke AI (via Lexus)AI-generated text is still very much a work in progress: 2017 produced a handful of trial runs, including a seven-minute movie co-starring David Hasselhoff, a magical new Harry Potter book chapter, and one final Scrubs monologue (performed by Zach “JD” Braff himself).The latest from Lexus, however, may help push machine learning to the forefront of entertainment and marketing.“I thought I’d be writing an ad with the assistance of AI,” Dave Bedwood, creative partner at The&Partnership, said. “Instead it took over and wrote the whole script: a machine telling the story of a machine coming to life.“Much AI work to date has been interesting because of the process itself,” he continued. “This has been because the end product is good in its own right.”More artificial intelligence coverage on Geek.com:China Opens Artificial Intelligence-Powered Park in BeijingAI Trained to Recognize Deep-Space GalaxiesRobots to Build Robots at Shanghai Factorylast_img read more