AI, digital twins reshaping advertising and car creation at JLR

Better digital twins powered by more powerful AI are going to change not just how car commercials are created in the future, but could open the door to entirely new design and engineering methods.

That was one message delivered at a panel discussion on “Generative AI and Industrial Digitalization in the Automotive Industry” at NVIDIA's GTC 2024 event in San Jose, California, in March. Jaguar Land Rover's chief data and AI officer, Chrissie Kemp, said JLR was able to leverage the digital twin capability in NVIDIA's Omniverse platform, including the Edify and Picasso microservices for generative AI, to render high-fidelity images of a Defender in its appropriate environments just by using conversational prompts. Saying, “take me to the mountains,” for example, transforms the background of the photorealistic video, making it look like the car is driving there.