Europe – The car manufacturer is exploring new ground in film-making with the release of an advert written by artificial intelligence (AI).
The unique collaboration between AI and Oscar-winning director Kevin Macdonald aims to test the boundaries of how humans and machines can work together creatively. Commissioned as part of the brand’s ‘Driven by Intuition’ campaign, the result is a minute-long film showcasing the responsive features of the new Lexus ES.
The AI was ‘trained’ with 15 years’ worth of car and luxury advertisements that have previously won Cannes Lions international awards for creativity. ‘The charmingly simplistic way the AI wrote the story was both fascinating in its interpretation of human emotion, and yet still unexpected enough to give the film a clearly non-human edge,’ Macdonald explains. As AI continues to transform the creative landscape, brands need to rethink how they can harness its potential.