An in-car sensor also detects cabin humidity and cabin/windscreen temperature to ensure the windscreen does not fog up. A prime example is Lexus Climate Concierge which creates a perfect cabin climate by automatically controlling the seat heaters, steering wheel heater and seat ventilation in synergy with the air-conditioning system. In the search for a driving experience with sensory elevation, Lexus engineers and designers have crafted, in the Lexus ES, a vehicle with intelligent features that recognize and respond to the driver. Axel Buether and Steve Keller have published research into their respective disciplines and given TedTalks on its applications in the real world.
Axel Buether and the Founder of IV Audio Branding, sonic alchemist Steve Keller, who is a leading expert in the impact of sound on human emotion.
The panel also includes Germany-based color psychologist Prof. Mohammad Soleymani, whose research involves developing automatic emotion recognition and behavior understanding methods using psychological signals and facial expressions, the panel helped develop and hone the audiovisual content designed specifically to elicit an emotional response from viewers. Led by emotion-based design specialist Prof.
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Working alongside award-winning global production partner Unit9, which is comprised of a specialized team of innovation architects, software engineers and creatives, a panel of psychologists and scientists were hand-selected to bring the campaign to life. This can result in as much as 3,125 possible combinations. Each “scan point” along the storyline triggers a different edit from the AI, combining campaign material and hand-selected footage approved by a panel of psychologists.
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While watching, the viewer has full freedom to experiment with the reaction content they receive via the AI by changing facial expressions, and the AI will adapt and react instantly. The edit picks up or slows in pace, music gets more exciting or calm, colors become more or less vibrant, and montages with “emotion sequences” are introduced. As the viewer engages with the AI, the advertisement responds accordingly with visual and musical changes to the content depending on the viewer’s perceived emotional state.
Using the viewer’s camera, the “Emotional AI” technology is able to read facial expressions. Utilizing the expertise of facial recognition specialists MorphCast, the ad features a unique patented technology using facial analysis to adapt content in real-time. The experience can be accessed on the following site. This pioneering “Feel Your Best” campaign uses facial recognition in an aim to leave the viewer feeling more positive, while creating a unique and personalized advertising experience. The innovative film experience is the latest evolution in Lexus advertising, designed to read, adapt to and impact viewers’ emotions while they’re watching. To mark the launch of the Lexus ES Self-Charging Hybrid, Lexus announces the release a one-of-a-kind emotionally intelligent advertisement created to respond to viewer’s emotions.