The commercial shows a Lexus ES leaving the factory and the emotional craftsman who made it. The ad then jumps to a "crash test" scene where the car is being dragged toward a truck. As the concerned craftsman watches, the car saves itself with its automatic emergency braking system.
The ad was a result of a partnership between Lexus creative agency The&Partnership London, technical partner Visual Voice and the IBM Watson team. They used AI to analyze 15 years of award-winning car and luxury brand ads, along with other data, and picked out the common elements to create a script outline.
Its human collaborators then built the commercial's story from that outline.
Watch this: AI in business: radical transformations
"The fact the AI gave a fellow machine sentience, placed it in a sort of combat situation, and then had it escaping into the sunset was such an emotional response from what is essentially a digital platform," Macdonald said in a statement.