To promote its Bentayga SUV, Bentley has released a new mobile application, Inspirator, which uses facial recognition software to customize vehicles based on users’ emotions.
Through the use of emotion metric algorithms and data from more than 3 million people throughout 75 countries, Bentley created a model which reads and analyzes users’ expressions as they watch a series of “lifestyle themed stimuli” – like mouth-watering food shots and skydiving videos.
As users react, their responses inform the videos that follow. After viewing a series of three videos, users are given their customized Bentayga SUV and details as to which images informed which aspects of their vehicle. From there users can go on to further explore and customize their car and share their results on social media.
While facial recognition software is far from groundbreaking, Bentley has uniquely blended existing technology with customization and engaging content to create an app that both cleverly promotes the brand’s product and creates personalized relationships with consumers.