Lexus has come up with an unusual way to visualize your dream SUV.
The online configurator has for years been the preferred method of visualizing your new car's appearance, but Lexus has turned to Artificial Intelligence (AI) to elevate this experience, easily allowing customers to see a new model as part of their lives and turn it into as piece of art. This idea is being brought to life at the 2023 New York International Auto Show, where guests can create art featuring the new RX 350 and RZ 450e SUVs, underlining the brand's efforts to use technology to better engage with clients.
In a time when the metaverse has infiltrated the automotive space in some unusual ways, Lexus guests will even be able to place their chosen SUV in another galaxy - or any backdrop they can conjure up. These images display on a 98-inch screen, and guests can then email themselves their pieces of art.
"Lexus is focused on creative, innovative ways to connect with our guests, and this time, we're using Generative AI technology at the New York International Auto Show to engage with them in a unique and very personalized way," said the brand's VP of marketing, Vinay Shahani. "This experience featuring these two vehicles provides guests the opportunity to explore what it would look like to have the RX and RZ as a part of their everyday lives and their dreams."
Using little more than text inputs, the Generative AI model can create artistic and photorealistic images of those texts. The model was trained using over 500 photos of each vehicle to ensure accuracy when the artwork is generated.
"Generative AI is such a new field for most of the companies, and we're enthusiastic for our partnership with the Lexus marketing team and utilize this technology to develop strong bonds with guests," said Shravanthi Denthumdas from Toyota Connected North America (TCNA).
TCNA is a data, cloud, AI, machine learning, and software center. The tech-savvy outfit based in Texas has been innovating for some time, having already developed a Cabin Awareness concept using 4D imaging radar technology, whereby pets or children that are left in a hot car are detected and either the owner or passers-by alerted to take action.
As with Lexus and this new Generative AI tool, automakers have been experimenting with virtual reality increasingly in recent years, including Bentley with its augmented reality configurator. Rimac even turned to software company Nvidia for the creation of its own configurator with 3D graphics.
But while creating a piece of art may be passed off as a gimmick and won't necessarily encourage more people to buy a Lexus, the technologies in the luxury marque's latest models just might. In the new RZ electric crossover that we drove recently, we experienced both its interior radiant heating and surprisingly effective Steer by Wire system with a yoke. The latter is an especially ballsy move on the part of Lexus considering all the heat Tesla has taken for its own yoke.
Visitors to the New York Auto Show who are interested in trying out the Generative AI Technology at the Lexus stand can do so from 7 to 16 April.
Join The Discussion