Demonstrating the potential of AI and machine learning in storytelling and brand engagement, the luxury car company created a commercial scripted by IBM's Watson artificial intelligence that drew upon 15 years of ad history from the brand

Luxury car brand Lexus is pioneering innovative advertisement development with its latest commercial, completely scripted by an artificial intelligence program. The commercial showcased the brand's latest ES 2019 (Executive Saloon) model and was brought to life by Oscar award-winning director Kevin Macdonald and IBM's Watson, an artificial intelligence system.

The commercial tells the story of a car being sent off to the crash test course and how the ES's special features end up saving the day. The AI used for this project was programmed with special information on human emotion and intuition as well as over a decade of commercials and advertisement campaigns from the brand. Watson analyzed this data to determine elements that would appeal to human emotions or be particularly captivating, and even took into account data from online video views to determine what types of plot elements would connect with viewers most.

Lexus and IBM's collaboration is intended to demonstrate with how AI can optimally supplement and enhance human-directed and curated content, not replace it. “Using Watson to identify the common attributes for truly award-winning creative work is an example of how man and machine will collaborate in the AI era,” says Reece Medway, media and entertainment specialist for IBM Watson.

Lexus

IBM Watson

Luxury car brand Lexus is pioneering innovative advertisement development with its latest commercial, completely scripted by an artificial intelligence program. The commercial showcased the brand's latest ES 2019 (Executive Saloon) model and was brought to life by Oscar award-winning director Kevin Macdonald and IBM's Watson, an artificial intelligence system.

The commercial tells the story of a car being sent off to the crash test course and how the ES's special features end up saving the day. The AI used for this project was programmed with special information on human emotion and intuition as well as over a decade of commercials and advertisement campaigns from the brand. Watson analyzed this data to determine elements that would appeal to human emotions or be particularly captivating, and even took into account data from online video views to determine what types of plot elements would connect with viewers most.