• Kia Europe conducted an AI-driven experiment that converted landscapes into music
• Two documentary films capture the reaction of two visually impaired passengers experiencing a road trip through sound
• The project demonstrates Kia's commitment to making inspiration accessible to everyone
Kia Europe, in collaboration with marketing agency INNOCEAN Europe, developed Kia Soundscapes, an artistic experiment that translates landscapes into symphonic compositions. Through this project, visually impaired individuals were able to experience the beauty of road trips in a groundbreaking way.
The science behind the experiment
Research shows that music activates the visual cortex in blind individuals. This area of the brain is typically reserved for sight and perception. Inspired by this, Kia Soundscapes uses advanced AI technology to convert visual inputs from a car's sensors and cameras into musical compositions. 'At Kia, we believe movement inspires ideas, so we wanted to give visually impaired passengers the opportunity to experience the world differently,' commented David Hilbert, Marketing Director at Kia Europe. 'With Kia Soundscapes, we are exploring how technology can tear down barriers and help us create a more inclusive and accessible world.'
From vision to sound
Filmed outside of Santiago, Chile, Kia captured images of the landscape using the car's Advanced Driver Assistance System (ADAS) and paired the visual input, such as trees, mountains, and speed, with corresponding musical elements. AI then created a dynamic soundtrack that evolved with the changing scenery. For example, trees and shrubbery were translated into soft woodwind instruments, mountains were turned into deep, resonant tones, and vehicle speed changed the tempo and tone of the composition.
The experiment culminated in two short documentary films, premiering in April. On top of the documentaries, Kia plans to release the original compositions on its website. While Kia Soundscapes is an artistic experiment and not a commercial feature, it marks the company's first use of AI in a project of this nature. Visit the dedicated landing page for more details.
Photo credit: Kia posted on conceptcarz.com
