Car manufacturer Lexus worked with ad agency The&Partnership London, technology partner Visual Voice as well as IBM’s Watson unit to release new advertisement with script written by AI

Briefing

December 4, 2018

Briefing	AI-Scripted Advertisement – Car maker Lexus, ad agency The&Partnership London, and technology company Visual Voice launched new advertisement on November 19, 2018 for Lexus ES, electric vehicle hybrid, with script written by artificial intelligence IBM Watson AI Training– AI was fed with 15 years of visual, text, and audio data from Cannes Lions award-winning car and luxury brand campaigns, plus emotional intelligence data from online-video marketplace Unruly and applied science lab MindX to understand which parts of ads evoke emotional responses from audiences Award-Winning Director – AI’s script directed by Oscar award-winning director Kevin Macdonald, who won Best Documentary in 2000 Media Placement – Ad will play on digital, social, and cinema channels across Europe, with Lexus planning to release behind-the-scenes short film on making of ad
Accelerator	Artificial Intelligence, Content Creation, Sharing and Consumption
Market Disruption	Innovation Partnerships
Business Model and Practices Business Model and Practices	Innovative Partnerships
Sector	Information Technology, Media and Entertainment, Transportation and Logistics
Organization	MindX, The&Partnership London, Toyota Motor Corp., Unruly, Visual Voice
Source	"First AI-scripted commercial debuts, directed by Kevin Macdonald for Lexus," Variety, http://variety.com/; Blain, L., "Lexus' new AI-written TV ad, and the rise of emotionally manipulative algorithms", New Atlas, http://newatlas.com/; Griner, D., "An AI tried to write the perfect Lexus ad. Here’s a scene-by-scene look at what it was thinking", Adweek, https://www.adweek.com/; AcceleratingBiz analysis
Original Publication Date	November 19, 2018

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