AI Illustrates Emotional Response to Audi Car

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【Summary】Audi Canada has launched a campaign called 'Feel the art of Audi' to show how artificial intelligence (AI) can be used to visualize human emotions. The campaign features supermodel Coca Rocha wearing biometric sensors as she views and drives the new Audi Q8 Sportback e-tron. The biometric data from her emotional reactions is fed into an AI model, which translates them into vibrant visual imagery. The campaign aims to give viewers a deeper sense of what it feels like to drive an Audi Q8.

FutureCar Staff Aug 15, 2023 4:26 PM PT

AI Illustrates Emotional Response to Audi Car

A recent ad campaign for Audi Canada aimed to showcase the emotional experience of driving the new electric Q8 Sportback e-tron. The campaign, titled 'Feel the art of Audi', featured supermodel Coca Rocha wearing biometric sensors as she viewed and drove the Q8 for the first time.

The brand collected data from Rocha's emotional reactions, which ranged from awe to exhilaration and serenity. This data was then fed into an AI model, which translated the emotions into vibrant visual imagery. The resulting visuals captured Rocha's genuine responses to the Q8's design, performance, and refinements.

In the ad, each visual representation of Rocha's emotions resembled a multicolored explosion of tiny particles, resembling sand or beads. For example, the imagery for 'Awe' showed a wave of blue and orange spheres crashing onto itself.

The campaign, led by Toronto-based agency Bensimon Byrne, launched last month and coincides with a growing trend of brands and agencies using AI, particularly generative AI, in innovative ways. The goal is to create engaging and unique experiences for viewers.

Joseph Bonnici, the chief creative officer of Tadiem, Bensimon Byrne's parent company, explained that the inspiration for the campaign came from the emotional reaction people have when driving a vehicle they love. By measuring and visualizing a devoted Audi driver's response to the Q8, the campaign aimed to convey the emotional connection that can be formed with the car.

The use of AI in advertising is becoming increasingly common, with brands like Under Armour even using AI to compose the script for their campaigns. To stay updated on the latest developments in AI, web3, and other cutting-edge technologies, sign up for The Emerging Tech Briefing newsletter.