Lexus Is Utilizing Artificial Intelligence At The 2023 New York International Auto Show

Envisioning your ideal 2023 Lexus RX or 2023 Lexus RZ 450e luxury utility vehicle is effortless. It becomes even more exciting when you can visualize it according to your preferences, particularly during the New York International Auto Show (NYIAS) at the Jacob Javits Center from April 7-16.

Lexus is utilizing the power of artificial intelligence to enable guests at NYIAS to type in a prompt for the Lexus RX or RZ, placing either vehicle in any setting they can imagine and bringing that vision to life. 

"Lexus is focused on creating 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 Vinay Shahani, Vice President of Lexus Marketing. “As we've shown with the recent launches of the all-new Lexus RX and RZ, intuitive technology is a key pillar of the brand, and 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."

At the Lexus booth, visitors will be led through prompts that generate images of the Lexus RX or RZ on a 98-inch screen. Guests can then email the images to themselves, allowing them to take home their creations with virtually any background imaginable—even in a galaxy far, far away.

Lexus collaborated with data scientists and machine learning engineers at Toyota Connected North America (TCNA) to develop the AI art tool. TCNA is a data, cloud, artificial intelligence, machine learning, and software center of excellence based in Plano, Texas. The team used state-of-the-art Generative AI models such as Stable Diffusion and ControlNet architectures to train a proprietary Generative AI model capable of generating photorealistic or artistic style images using text input. The model was trained on more than 500 photos of each vehicle, capturing every detail possible. The stable diffusion model was also trained on the LAION-5B dataset from the non-profit organization LAION for backgrounds, artistic styles, and detailing.

Shravanthi Denthumdas, Vice President of Engineering, Mobility & Emerging Technologies at TCNA, said, "At TCNA, we are always looking at new ways to leverage data, artificial intelligence, machine learning, and other cutting-edge technologies to deliver value to our customers and engage with them." She added, "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."

This advanced engagement follows last year's successful launch of the Lexus Performance Driving School's first non-fungible token (NFT), which offered guests who completed the program a digital memento. Embedded with performance data and hero images, over 60 guests minted their NFTs to their cryptocurrency wallets, where they can keep them indefinitely or use them to potentially unlock future experiences with the Lexus brand.

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