For the launch of Toyota's first hydrogen fuel cell vehicle, the Mirai, we needed an innovative way to talk about Toyota's most innovative offering to date. So we created 400 videos, one for almost every type of potential buyer of the car.

Of course, this would be a herculean feat for human copywriters. That's where the lovely people at Tool came in. We worked with them to create an AI, powered by IBM's Watson, to write lines that were then mixed and matched, based on a person's interests.

We even got some pub on AdWeek for it. Not a bad way to welcome the future.