Aston Martin turn Fernando Alonso into an AI-powered functionality that narrates the latest news

Reality surpasses fiction. Aston Martin has joined a list of companies who have been seduced by fashionable use of artificial intelligence. The people at Silverstone have come up with the idea of using an AI-generated Fernando Alonso to help them promote the business, “make the website more accessible and to further personalize fan engagement”.

His name is Ai.lonso and you can see the results for yourself.

Fernando Alonso sounds like an artificial intelligence

Ai.lonso is a project developed by the team which captures the Asturian driver’s voice, so that he can personally narrate of all the news that Aston Martin publishes on its official website.

Users simply have to click on the dialogue box to hear Ai.lonso deliver the latest stories in English, Spanish and French. The results are quite astounding - especially in English, where his voice is practically identical. In Spanish however, the difference is a little noticeable as Fernando’s northern accent is less marked.

In this article, which reviews his career, Ai.lonso translates all text into Spanish in real time with his voice. It’s amazing how fast he works. You can even modulate the speed of the narration so that he speaks faster.

The AI is the result of a close collaboration between Aston Martin and two heavyweights in technology: ElevenLabs and DeepReel. With Ai.lonso, the team seeks to improve the attractiveness of its website so that it can be experienced in a way that was previously impossible to achieve.

It’s certainly worth it. The team’s commitment to once again making Alonso its international standard bearer is clear. From F1 to the entire world of motorsport.