One of the challenges of A.I. image generation is that while it can reinterpret design or blend it with other design cues, it’s not especially good at rethinking design language altogether. It also tends to get stuck on an existing schema, like the shield-shaped singleframe grille of any modern Audi. Getting it to break that mould much less adopt a specific language just introduced by a brand’s design department is a whole other thing entirely.
Take for example the Concept C shown earlier this month. With that car, Audi’s Chief Creative Officer and head of design Massimo Frascella directed his team to reinterpret the cleaner Bauhaus-inspired design Audi embraced heavily in the late 90s and early oughts, though reintroducing it in more of a modern way.
Clearly distinct in that design is the grille and light shaping, not to mention the wrapped lower fascia design. While some designers are already playing with expanding how that design language might be seen (see Reimagining Audi Clarity), getting an A.I. image tool to do the same, trained as it is on current design language, is a challenge.
That’s not to say it can’t be done. Using Midjourney, I used a query that included reference images. Within the tool, there are Style References and an Omni Reference, with an adjustable setting for how rigidly you hold to the Omni Reference. No surprise, you need to have the tool focus on design references from the Concept C.
Beyond that, I also used images of the 2021 Audi grandsphere concept. At the time it was revealed, that car was sighted as highly influential when it came to the next-generation A8 design… and specifically the unique C-pillar treatment that seemed to blend the fastback shape of the original ur quattro with Audi’s popular Avant shape.
As you can see, there are various interpretations of the shape. One continues to use the more traditional shield grille, while other more front-oriented shots retain more of a traditional three-box sedan shape like the current A8. The more side-oriented photos show I think something more like what Audi intended with the grandsphere.
As for the newer “Clarity” design elements, those are pretty rigidly retained. One would expect the Audi design team to build upon that in new and creative ways, but for now this certainly gives viewers an idea.
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