At the 2023 New York International Auto Show, Toyota Connected worked with Lexus to do something a little different at one of the world’s most prominent auto shows. Together, they introduced a generative artificial intelligence art rendering tool, which allowed guests to send themselves digital copies of the Lexus RX or RZ that they designed.
“If a guest could think it, there’s a very real chance they could create it,” said Shravanthi Denthumdas, VP, Mobility, whose team of engineers worked with Lexus marketing on the program.
Generative AI has a world of potential for helping shoppers see how something might look in a certain scenario. In the case of Lexus, engineers rendered their model using more than 500 photos of each of the Lexus RX and RZ and used an open-source data set that could interpret nearly any sort of background.
“A huge benefit we saw,” Denthumdas said, “is that Generative AI opens up a true one-to-one connection with guests. For a potential car shopper, this lowers the barrier to entry, picturing your car on your own terms.”
She continued: “For Lexus, the benefits are also huge. Rather than a photo shoot with costly CGI effects applied in post-production, we really can show you how your favorite car might look in a far-off land with just a text prompt and about 20 seconds to provide a result.”
See below for some images and videos from the Lexus display and accompanying video.
