Mini lets you channel your inner monologue with the new interactive AI persona

The AI ​​persona simulates users’ inner voices so they can have conversations with themselves about buying a Mini EV.

Electric MINI (MINI Cooper SE) Electric MINI (MINI Cooper SE)

Some people have an active internal monologue; The little voice in your head used to carry on a conversation, dispense advice, or just say, “See, I told you so.” These people see it as a form of awareness, a sixth sense, or a way to give themselves feedback or an affirmation. With that in mind, Mini USA created an in-house “Mini-logo” that lets people ask themselves whether they should buy a Mini electric vehicle.

To bring people’s inner monologues to life, Mini partnered with Pereira O’Dell, an independent creative agency, to develop an interactive generative AI experience on Mini’s US website. People can use the AI ​​experience to sign up, asking questions like “Why should I get a Mini Electric?” The AI ​​then uses voice cloning and deep learning technology to create a version of the user that approximates them.

The AI ​​person allows users to have a conversation with themselves to decide whether to buy an electric Mini Cooper. After the conversation, the AI ​​program creates a shareable video optimized for social media platforms like Instagram and TikTok. According to Mini, the most persuasive voice in a car purchase is in the customer’s head – more so than any car salesman or dealership.

The AI ​​experience is meant to be a fun way to engage with the Mini brand, aiming to please the fun-loving, spontaneous, and thrill-seeking voice in all of us. It is combined with a new marketing campaign called “Trust Your Inner Mini-Logue” which includes a series of commercials on social media channels. The commercials feature Unreal Engine MetaHuman animations to create floating talking heads that display the internal dialogue of someone trying to convince themselves of the multitude of funny, wonderful, and sometimes idiosyncratic reasons why owning an Electric Mini makes sense.

Mini’s historical data shows that its vehicles are often bought as a second or third car in most households as a fun car to drive. For this reason, the automaker has chosen the Mini Cooper convertible as the flagship car in the electric vehicle market. An electric version of the Mini Countryman will follow in 2024 and the Aceman crossover in 2025.

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