Looking towards future of AI
Over the last two years, we’ve been working with G42, the UAE-based leading technology company at the forefront of artificial intelligence, to activate their partnership with the Mercedes-AMG PETRONAS F1 Team. Earlier this year, we launched our 2024 season hero content featuring Lewis Hamilton – ‘The Choice’.
‘The Choice’ focuses on our responsibility to define how we use AI for the better of generations to come and how we safeguard its development moving forward.
The film seamlessly integrates AI into its visual storytelling, showcasing the power of AI through the eyes and voice of Lewis Hamilton. It’s a unique blend of technology and imagination, as we utilized AI capabilities to create the artwork featured in the film, while exploring a decision we all face every day.
This is a refreshing take from a company in a heavily scrutinized industry, offering a thought provoking challenge in an otherwise sea of sameness.
