AI Illustrates Emotional Response to New Audi Car

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【Summary】Audi Canada's recent campaign used AI to visualize supermodel Coca Rocha's emotional response to its new Q8 Sportback e-tron. By using biometric sensors and an AI model, the brand translated Rocha's emotions into vibrant visual imagery, giving viewers a deeper understanding of the car's design and performance. This campaign highlights the growing trend of using AI in creative and engaging ways.

FutureCar Staff Aug 15, 2023 6:24 AM PT

AI Illustrates Emotional Response to New Audi Car

In a recent ad campaign for Audi Canada, the automaker aimed to showcase the look and feel of their new electric Q8 Sportback e-tron. The campaign, titled 'Feel the art of Audi', featured supermodel Coca Rocha wearing biometric sensors while experiencing the Q8 for the first time.

Using the biometric data collected from Rocha's emotional reactions, which ranged from awe to exhilaration and serenity, Audi fed the information into an AI model. This AI model then translated the emotions into vibrant visual imagery, capturing Rocha's genuine responses to the Q8's design, performance, and refinements.

The visual representations of Rocha's emotions in the ad resemble multicolored explosions of tiny particles, resembling sand or beads. For example, the imagery for 'Awe' showcases a wave of blue and orange spheres crashing onto each other.

The campaign, led by Toronto-based agency Bensimon Byrne, comes at a time when brands and agencies are increasingly utilizing AI, particularly generative AI, in innovative and captivating ways. Joseph Bonnici, the chief creative officer of Tadiem, Bensimon Byrne's parent company, stated that the inspiration behind the campaign was the emotional reaction that driving a beloved vehicle can create.

Other brands, such as Under Armour, have also utilized AI in their campaigns, using it to compose scripts. To stay updated on the latest developments in AI, web3, and other cutting-edge technologies, sign up for The Emerging Tech Briefing newsletter.