Lexus’ creative agency, The&Partnership, collaborated with technical partner Visual Voice to create the AI scriptwriter, using IBM Watson to analyse a range of external audio, text and visual data and extract insight on what makes content award-worthy. The AI was ‘trained’ with 15 years’ worth of car and luxury advertisements that have won prestigious Cannes Lions international awards for creativity.

Once this data had been collected, the Visual Voice AI platform was used to analyse the large quantities of information for trends and correlations, such as things that typically happen in the middle of an advert, and objects and locations which frequently occur together.