AI enhances and accelerates the design process but doesn’t necessarily replace talented designers, says the German brand.
Nowadays, technological innovation has become key to staying ahead of the competition. No need to say that Artificial Intelligence (AI) brings significant positive impacts and plays a vital role in various industries. And BMW recognizes this immense potential as an opportunity to grow and improve its products.
Adrian van Hooydonk, BMW’s Head of Design, revealed in an interview with TopGear that the German automaker is exploring the possibility that AI could help create its next luxury vehicles, focusing on wheels first. That way, it becomes easier to set desired parameters, and the computer can assist in generating new ideas, aligning with the defined preferences and requirements.
Indeed, incorporating AI into the design process offers several benefits, like increased creativity and efficiency. However, understandably if this may raise concerns among those involved, as it could replace certain roles. Nevertheless, BMW has emphasized there are well-defined boundaries in place, and the final decision-making still rests in the capable hands of human designers. “Still, as a person, as a human being, you need to be the art director,” Hooydonk added.
In fact, the Bavarian brand acknowledges it had previously attempted to design cars entirely using the technology, but the results were unsatisfactory. After all, it only combines some existing images, while people can bring together various ideas, resulting in something new and unique. Therefore, BMW recognizes the indispensable and irreplaceable human role in the auto industry.
Interestingly, the carmaker is no stranger to AI and has been harnessing its potential since 2018. Its efforts have been recognized, winning the Connected Car Pioneer Award in 2020 for implementing this tech in production. One notable accomplishment is the ability to involve AI in the exterior painting process of a BMW 8 Series Gran Coupe, resulting in a breathtaking work of art.
“Artificial intelligence is enabling new approaches to be taken and is only in its infancy in the design process,” said Holger Hampf, President Designworks BMW Group.
Overall, props to BMW for taking innovative strides by seamlessly integrating the sophistication of AI technology with the craftsmanship of humans. As BMW continues to forge ahead, pushing the boundaries of what is possible, we are captivated by its remarkable journey and excited about what will come next.
