Lexus announced Monday the European release of the Lexus ES with the first-ever advertisement written by an artificial intelligence. Directed by Kevin Macdonald, an Oscar-winning filmmaker, the ad focuses on the emotional attachment of a craftsman and the car he built.
The script was created through a partnership between the IBM Watson team, Visual Voice, Lexus and the creative agency The&Partnership London. The AI was trained on 15 years of award-winning car and luxury brand ads, as well as other data. Once it had developed an outline for the script, the human collaborators used that to form the ad’s story.