First AI-Scripted Commercial Debuts, Directed by Kevin Macdonald for Lexus (Watch)

Computers aren't going to replace creative pros -- but machine learning and artificial intelligence can be powerful tools in the storytelling process. The 60-second spot was directed by Oscar-winner Kevin Macdonald, working from a script that was developed by IBM's Watson AI system. To produce the spot for the Lexus ES executive sedan launching in Europe, the automaker enlisted its creative agency, The&Partnership London, along with technical partner Visual Voice. The agencies collaborated with the IBM Watson team to use AI to analyze 15 years' worth of footage, text and audio for car and luxury brand campaigns that have won Cannes Lions awards for creativity, as well as a range of other external data. Watson identified elements common to award-worthy commercials that were "both emotionally intelligent and entertaining," according to IBM.