Ford is using a large AI installation to promote its new car ahead of launch

Ford has created a large AI installation to encourage passersby to share their passions ahead of the launch of its latest Focus model.

The activation is a six-metres high, 30-metres long structure that spells out "focus" with 540 LED video tiles embedded across them.

Visitors can tell the machine their passion, such as football, and it will display an image of the person along with images and videos of their chosen subject.

Ford will encourage guests to share their camera roll or social feeds with it to create the most personalised video, but the AI will also search its own database for the content.

The AI can pick up four different languages and took around 200 hours to train.

The activation is being delivered by brand experience agency Imagination in London between 5 and 7 July. It has already taken place in Milan and will travel to Berlin and Madrid over the summer.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free