The triumph of social media and the trends towards personalised customer communication are increasing the demand for image and film contents. For Opel, Reply has developed a solution to create content from a uniform data model for various channels.
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How the vehicle configurator is becoming the driving force behind automotive marketing
Today, a new vehicle model must appeal across numerous variants, markets and channels. Generative AI can produce the content required for this more quickly, but it needs a reliable product foundation. It is precisely this foundation that is already embedded in the data and rules behind the vehicle configurator. Infinity Reply turns it into the starting point for a marketing growth engine that combines product information, AI-powered content production and performance analysis in a continuous learning cycle.
Why is the demand for content in automotive marketing on the rise?
It has long been the case that a vehicle model is no longer launched with just a few key messages. Websites require detailed product images, social media needs short videos, paid media demands numerous format variations, and dealers require advertising materials tailored to their region. Added to this are different models, powertrains, colours, trim levels and market requirements.
This not only increases the volume of content required; its creation is also becoming more complex. A particular specification may be available in one market but missing in another. If a model variant changes, numerous images, videos and campaign materials often need to be adapted.
Generative AI brings new speed to this process. It can swap out environments, vary visual styles and convert content into different formats. However, it does not automatically know a manufacturer’s valid vehicle variants and configuration rules. For generative AI to be used scalably in automotive marketing, it must therefore be linked to a reliable product database. The key is not to generate as much content as possible, but to present valid vehicles more quickly, more consistently and in a way that is better suited to individual markets and channels.
What role does the vehicle configurator play in automotive marketing?
It is in the configurator that a vehicle first becomes a tangible reality for prospective customers. They select the model, powertrain, colour and equipment to put together a bespoke variant. Behind this visible selection lies a complex product logic. This refers to the data and rules that determine which vehicle variants are available and which combinations are technically and commercially permissible. The product logic thus forms a binding basis for the correct digital representation of a vehicle.
At the same time, the configurator provides insights into the interests of potential customers. Manufacturers can, for example, identify which models are frequently configured, which powertrains are compared with one another and which equipment options are often combined.
These interactions do not replace sales or distribution data. However, they do provide an early indication of which product features are attracting attention in individual markets and among specific target groups.
It is from this connection that the actual strategic value arises: the configurator reflects both the manufacturer’s offering logic and part of the customer-side signals of demand and interest. It can therefore not only support the sales process, but also make content production and campaign management more precise.
How can this data be used efficiently?
This is precisely where the Marketing Growth Engine developed by Reply comes into play. The concept combines the product logic of the configurator with AI-supported content production, delivery and performance analysis. Valid vehicle data is automatically made available for content creation. On this basis, variants are generated for different markets, target groups and channels. Following distribution, relevant reactions are recorded, assigned to the respective content and analysed for future measures.
This creates a closed loop: product data becomes content; insights are derived from its impact; and these insights improve the next campaign. Recurring steps such as the provision of product data, the creation of defined content variants and the processing of performance signals can be largely automated. Creative concepts, quality specifications, approvals and strategic decisions remain the responsibility of the marketing teams.
How does the Marketing Growth Engine work in practice?
Vehicle data is integrated as a shared product base
AI generates rule-compliant content variants
Markets are targeted more effectively
Performance data informs the next action
The starting point is the existing vehicle data. This includes digital models, geometries, materials, colours, equipment and the rules for valid combinations. Infinity Reply consolidates this information into a reusable product base. This enables the website, campaigns, social media and dealer communications to draw on the same verified vehicle logic. If a product feature changes, there is no need to rebuild each visual separately. The change is made to the shared foundation and can be automatically incorporated into the relevant content processes.
Different scenes, perspectives and formats can be derived from a valid vehicle configuration. Generative AI can, for example, alter the surroundings, lighting, weather or image crop. The vehicle depicted remains tied to the specified product data. This means the same model variant can be used as a website image, a vertical social media video, a display advert or regional dealer collateral. Defined review and approval steps ensure that product accuracy, brand guidelines and visual quality are maintained. This enables marketing teams to deliver more variants in less time without relinquishing control over the vehicle and the brand.
A centrally produced campaign visual does not automatically suit every region. Model preferences, powertrain types, communication opportunities and market requirements can vary significantly. If, for example, configurator and campaign data indicate increased interest in an electric model or specific equipment, appropriate content and media initiatives can be prioritised. If sales or stock information is also integrated, local vehicle availability can also be taken into account. Head office provides verified vehicle visuals and campaign modules. Markets and dealers can then utilise suitable variants from these within the defined product and brand framework.
Once published, it becomes clear which content actually prompts customers to take the next step. In automotive marketing, therefore, it is not just reach and clicks that count. It is also relevant whether a user starts a configuration, compares a vehicle, requests a test drive or contacts a dealer. These reactions are linked to the characteristics of the respective content: Which vehicle was shown? What perspective and setting were used? What message and call to action were employed? The results are automatically processed and made available for new briefings, content variations and media decisions. Marketing teams then decide which insights to incorporate into the next initiative. Each campaign thus not only generates short-term impact; it also improves the basis for future decisions.
How does Infinity Reply support implementation?
Infinity Reply begins with a clearly defined pilot project, for example for a specific vehicle model, a market and selected channels. This allows the reliability of the interaction between product data, automated content production and performance analysis to be tested under real-world conditions.
First, the existing vehicle data and configuration rules are reviewed. A reusable product base is then established and integrated into the content process.
Initial variants are validated for product accuracy, brand quality and production workflow. This is followed by deployment and performance measurement.
Following a successful pilot project, the Marketing Growth Engine can be gradually rolled out to cover further models, markets, brands and dealers. In doing so, it integrates seamlessly into the manufacturer’s existing system landscape and marketing organisation.
Anyone who uses the vehicle configurator solely as a sales channel is failing to utilise one of the most valuable product and data assets in automotive marketing.
FAQ
Infinity Reply specialises in 3D visualisations and the development of customised real-time and CGI solutions. Based on leading game engine technologies such as Epic Games' Unreal Engine, Infinity Reply enables innovative storytelling and interactive product communication. The portfolio includes offline and realtime projects, the development and implementation of creative and technological concepts, the production and implementation of content based on established technologies, data formats and interaction devices. Possible applications include product design and development, marketing and sales, training and service, as well as entertainment.
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