Lexus has debuted the first advert to have a script created by artificial intelligence.
The minute-long ad has been directed by Oscar-winner Kevin Mcdonald – behind films such The Last King of Scotland – and has been made with the backing of technical partner Visual Voice, ad agency The&Partnership, and IBM Watson.
The advert will be released across cinema screens, digital and social in Europe from today.
IBM Watson use AI to analyse 15 years’ worth of footage, text and audio for car and luxury brand campaigns that have won Cannes Lions awards for creativity, as well as a range of other external data.
It then identified elements common to award-worthy commercials that were “both emotionally intelligent and entertaining,” according to IBM. The AI engine then formed the script flow and outline, from which the creative agencies built the story.