Toyota Concept-i

The Challenge

In 2017, autonomous driving and AI companions were still unfamiliar—and, for many, unsettling. Toyota needed to introduce a future-facing concept vehicle powered by an AI agent, Yui, without overwhelming or alienating users.

Core challenge: How do you make advanced, abstract technology feel human, friendly, and trustworthy?

Overview

Client: ToyotaAgency: Saatchi & SaatchiRole: Associate Creative Director (Copy)Project: Launch landing page for the autonomous concept vehicle CONCEPT-iEvent: CES 2017

Insight

People don’t connect with technology—they connect with personalities.

Instead of explaining the system, we could introduce the character behind it.

Approach

Rather than choosing a single voice, we embraced two complementary perspectives:

1. The Brand Voice (3rd Person) Clear, informative, and grounded—helping users understand the technology.
2. The AI Voice (1st Person – Yui) Warm, conversational, and human—helping users feel the technology.

The Idea

A landing page that lets users toggle between two narrative modes:

• “About the Car” → Told by Toyota
• “Meet Yui” → Told by the car itself

With a single interaction, the entire page transforms:

• Same structure
• Same information
• Completely different emotional experience

Execution

To make the experience seamless:

• Every line of copy was written twice
• Messaging was carefully adapted—not just rewritten—to reflect perspective shift
• Tone, phrasing, and emotional framing were intentionally distinct

Example shift:

• Brand: “The system learns from the driver to enhance comfort and safety.”
• Yui: “I get to know you, so I can make every drive feel just right.”

This created a subtle but powerful moment: Users weren’t just reading about AI—they were interacting with it.

Why It Worked

• Reduced intimidation around AI by giving it a voice and personality
• Gave users control over how they engage with the technology
• Turned a static landing page into an interactive narrative experience

How It Performed