At INFINITI, design is more than a process — it's a philosophy, a journey of artistry and innovation that constantly evolves. With the emergence of artificial intelligence (AI), INFINITI is embracing a new era of automotive design, one that harmonizes cutting-edge technology and a human touch.
For digital sculptor Kenji Yamauchi and INFINITI design team members, AI is not about replacing traditional methods or trading artistry for efficiency – it's an enabler for pushing creative boundaries, exploring new possibilities and adding more value at each step of the design process as they create "Artistry in Motion".
AI as an Enabler: Pushing Creative Boundaries
Yamauchi's work begins with translating a designer's vision into tangible models, whether through the tactile precision of clay or the innovation of 3D modelling. While clay modelling remains an important part for INFINITI's design process, AI has transformed how ideas are explored and refined. Contrary to the common perception that AI simply speeds up workflows, INFINITI sees design as a journey, not a race. "Design is a form of artistry — there's no end to the pursuit of beauty and perfection," Yamauchi reflects.
"The biggest change with the integration of AI into our design process is the number of possibilities we can study," he explains. "In clay, we can only produce one model at a time. With generative AI, we can simultaneously create multiple possibilities and compare them side by side to make more informed decisions."
This ability to explore and iterate on a larger scale, has revolutionized the early stages of design at INFINITI. Hand-drawn sketches, often pinned to the walls of the studio for inspiration, form the foundation of the process. These sketches are now enhanced with AI, which generates interpretations and new perspectives. "AI strengthens how we develop our cars even further," Yamauchi says. "It helps us expand and visualize concepts while exploring more directions."
AI and Human Touch
While AI is a powerful tool that supports and reinforces human capabilities in many areas, INFINITI ensures the final touch will always belong to humans. For Yamauchi, the relationship between AI and designers is one of partnership, not replacement. "AI can create so much, but it is not a golden pill that can solve everything, and it sometimes generates wrong results. You need expertise and experiences from different members of the team to know what's practical and meaningful, which is why human oversight is still essential," he said.
In addition, for modelling in particular, clay offers something no digital tool can replicate. "Touch, feel, and spatial modelling can only be fully realized through clay," Yamauchi explains. "It's in the hands-on shaping that the essence of the car emerges. I believe that we need to preserve these techniques because they add the touches that makes a design truly exceptional."
A Collaborative Revolution
AI is also transforming how INFINITI's design teams work together. The circulation between ideation, concept, modeling, analysis and feedback has become more fluid and dynamic. "AI brings us closer as a team," says Yamauchi. "It's expanded my viewpoint, as it allows me to contribute more meaningfully to a wider number of steps within the design process."
At INFINITI, every team member brings unique expertise to the creation of designs. "We're all specialists in different areas," Yamauchi says. "While AI provides valuable inputs throughout the process, we rely on each other to guide and oversee various aspects of the design. That's why collaboration is more vital than ever".
Designing with the Consumer in Mind
Beyond its role in ideation, AI enables INFINITI to better incorporate consumer insights into the design process. By analyzing vast amounts of data, AI helps the team predict what customers want and need in a vehicle.
"AI bridges the gap between what's in our imagination and what resonates with our consumers," Yamauchi explains. "We can use accumulated past analysis to predict new 3D models that will best cater to consumer needs."
AI is not the finish—it's the beginning of endless possibilities
As INFINITI continues to elevate automotive luxury, AI will remain a key partner in pushing creative boundaries, fostering collaboration and delivering artistic designs that inspire emotion. The integration of AI into the design process helps create vehicles that move both physically and emotionally. That's what 'Artistry in Motion' is all about.
At its heart, INFINITI's design philosophy will always be guided by the human touch, ensuring that every model is as innovative as it is personal. "AI offers endless possibilities," Yamauchi reflects. "But it's still our hands, our eyes, and our instincts that turn those possibilities into reality."
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About INFINITI
INFINITI Motor Company is headquartered in Yokohama, Japan, with operations around the world including regional offices based in the Americas, China and INFINITI International Markets in Dubai. INFINITI premium automobiles are assembled in manufacturing facilities in Japan, North America and China. INFINITI design studios are located in Atsugi-Shi (near Yokohama), London, San Diego and Shanghai.
More information about INFINITI and its industry-leading technologies can be found at www.INFINITIUSA.com. You can also follow INFINITI on Facebook, Instagram, LinkedIn, X (formerly Twitter), and see all of our latest videos on YouTube.
Marleen Yowakim
Manager, INFINITI Communications
615-917-2348
Marleen.Yowakim@infiniti.com
